LinkedIn Wants To Host Your Next Virtual Event

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LinkedIn is in the process of launching a new way to create and host live virtual events as group meetings and conferences move online in the wake of COVID-19. 

The new events tool combines two of LinkedIn’s existing features (LinkedIn Events and LinkedIn Live) to prioritize the virtual conference needs of today’s professionals. 

By bringing these tools together, you can now easily alert users to upcoming live streaming content and build an audience for your future streams. This creates better engagement and encourages your followers to set aside time. 

LinkedIn Events

LinkedIn says it has seen huge gains in both the number of people streaming and engagement on those streams, with live video receiving up to 23 times more comments per post and 6 times more reactions per post compared to native video. 

Why Create a Virtual Event?

In the announcement, LinkedIn highlights several ways Virtual Events can help businesses:

  • Host your event safely, in a trusted environment: Using LinkedIn Live, you can choose to live stream to your Page followers or Event attendees, so you can meet audiences where they are. Admins can leverage easy-to-use 3rd-party broadcasting partners, including Restream, Wirecast, Streamyard and Socialive, with more being added in the coming months. 
  • Attract the right professional audiences: We’ve made it easy for you to share your event to your Page followers and send direct invitations to your first-degree profile connections. 
  • Drive buzz and engagement for your event: You can build buzz for your event or live broadcast by posting an update to your Page or Event feed and by recommending key posts for attendees to check out. 
  • Get more mileage out of your events: Once your virtual event is over, you can keep the conversation going with the Video tab — a dedicated hub for a Page’s organic video content that can be accessed by all members of your community. As virtual events become the norm, the Video tab helps you extend the shelf life of your digital video content.

How To Create Your Own Virtual Event on LinkedIn

To be eligible for hosting Virtual Events, your Page must also meet the criteria for accessing LinkedIn Live – which means your page must have at least 1,000 followers. 

The company has also suggested that it will only approve brands for LinkedIn Live who regularly engage with their community by responding to comments and facilitating a dialogue. 

Once you have been approved, the process is simple:

  • Select “Create a LinkedIn Event”
  • Select the option which says the event will be “online-only.”
  • Once you are ready to stream, open an accepted third-party streaming tool and select the event as the stream destination, instead of your organization’s Page.

The currently accepted third-party stream tools include Streamyard, Restream, Wirecast, and Socialive. The company has indicated it will soon be adding support for Wowza in the near future.

Once your stream begins, all event attendees will be notified through in-app or onsite notification. If enabled, attendees may also be notified through push notifications or browser alerts.

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LinkedIn Launches New Video Interview Tools For Online Job Postings

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In response to the ongoing COVID-19 pandemic, LinkedIn is launching a slew of new tools designed to help the job hunting and hiring process go virtual.

Specifically, the country is launching new ways for applicants to provide video introductions to hiring managers and AI-powered tools for preparing for job interviews.

Here’s what you can expect from both of these new tools:

Video Introductions

LinkedIn Video Interview Prep

Although the tool is technically still in testing, LinkedIn announced it is launching a feature aimed at making the best first impression possible – even when you can’t meet in person.

“We’ve found that 65 percent of people believe that the impression you make online is just as important as the one you make in person, but it can be challenging to show your soft skills to potential employers when you’re not in the same room.”

With LinkedIn’s new video introductions tool, hiring managers can specifically request an introduction as part of their hiring process.

Applicants can then provide recorded video responses or written replies to your questions or prompts.

“A carefully crafted response can help you stand out before the official interview process even begins,” said the company in the announcement.

AI-Powered Interview Prep

LinkedIn AI-Powered Video Feedback

Another new tool LinkedIn is bringing to job hunters is an AI-powered instant feedback interview prep feature, which prepares job candidates for common interview questions.

“When it comes to the interview, more than 50 percent of people say they lack confidence,” explained the company in a blog post.

The instant feedback tool listens to candidates’ responses to common questions and analyzes their speech content and patterns to provide real-time feedback and recommendations such as how often a person uses filler words, pacing, and sensitive phrases to avoid using.

After, users can opt to send their recorded responses to their personal connections to get even more feedback from trusted professionals.

LinkedIn Tips For Video Job Interviews

Along with the announcement, LinkedIn provided three tips all job hunters should consider when preparing for a video interview:

  1. Establish a relationship quickly: You don’t have the luxury of small talk on a video call, so it’s important to build a rapport quickly with your interviewer. Be sure to use the first few minutes of the call to establish that personal connection, as this will instantly put you at ease. Check out their LinkedIn page for background information or mutual connections that could provide a good base for conversation.
  2. Find a quiet spot: In this new age of remote working, there’s always the risk of being interrupted by kids asking for help with homework, or housemates wandering into the kitchen to make a sandwich. Let your family or housemates know you have an important interview scheduled so they don’t accidentally walk in on you or make too much background noise.
  3. Check your tech: An obvious but crucial tip: take some time ahead of the interview to make sure the tech works and you know how to use it. If you need help, check out these LinkedIn Learning courses to give you the lowdown on how to use the latest video tools.
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You Can Now Transfer Your Photos and Videos From Facebook To Google Photos

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Facebook has started rolling out a new tool for all users in the US and Canada to easily transfer their photos and videos off the platform and onto Google Photos.

You can find the tool in your Facebook settings menu, under the “Your Facebook Information” tab. From there, all you have to do is connect your Google account before you start transferring your photos over.

The tool was actually launched late last year in Ireland and has been slowly expanding to international markets until now.

Much of the motivation behind the tool is Facebook’s participation in the Data Transfer Project, a collaboration between some of the biggest names in tech to establish ways for people to easily transfer data across online platforms. Some of the other names involved include Apple, Google, Microsoft, and Twitter.

Of course, it is safe to assume that the threat of international regulations and policymakers concerned with data transparency.

Facebook’s Director of Privacy and Public Policy, Steve Satterfield, told Reuters that the company views the data tool as a significant part of its plan for satisfying the demands of legislators around the globe.

“It really is an important part of the response to the kinds of concerns that drive antitrust regulation or competition regulation,” explained Satterfield in an interview.

While Facebook’s photo and video transfer tools currently only support Google Photos, the company has indicated that it plans to integrate support for other services in the “near future.”

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Pinterest Makes It Easier To Shop For In-Stock Products and More

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Pinterest expanded its online shopping capabilities this week to make it easier to find and buy products across the platform. The updates to three core parts of its commerce marketing services make its tools more accessible and provide real-time tracking of what’s in stock with which retailers.

Shop What’s In Stock

Users can now shop in-stock fashion or home decor products in multiple ways across the platform.

The most notable change is a new “Shop” tab which will appear on search and on boards to help filter in-stock products from retailers. The tab will also help filter based on price and brands available from retailers.

When it appears on boards, the Shop tab will highlight products from or inspired by the Pins saved within users’ home decor or fashion boards.

Visual Search

Pinterest is integrating its visual search functionality with shoppable Pins to make it easier to find products directly from your feed.

Style Guides

Home decor style guides are now findable using Pinterest’s search tools. These are curated collections based around specific styles such as “mid-century” or “farmhouse” and appear at the top of search results for queries like “living room ideas.”

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How The Major Ad Platforms Are Responding to COVID-19

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Over the past two weeks, several of the largest online ad platforms have taken swift steps to address problems with advertisers attempting to profit by stoking fears during the ongoing COVID-19 pandemic.

Google Ads, Facebook, Instagram, Pinterest, TikTok, and YouTube have all responded in unique ways to stop the flow of misinformation, prevent profiteering, and provide new resources to protect public health.

Google Ads Blocks Advertisers Capitalizing on Crisis

This week, Google Ads updated its Inappropriate Content policy to specifically disallow content which:

“…potentially capitalizes on or lacks reasonable sensitivity towards a natural disaster, conflict, death, public health emergency, or other tragic event.”

The new regulation specifically cites price gouging, selling essential supplies that are in high demand but scarcely available, or ads that use sensitive keywords to manipulate their click-through rate.

For more details about which strategies to avoid and what keywords to be careful about using during this time, check out the full help page Google Ads has created for advertisers.

Google and Bing Block COVID-related Ads

Initially, Google had introduced a policy which entirely disallowed advertising products or services related to coronavirus across the entire platform. However, recent reports suggest they have internally revised this policy to make an exception for trusted organizations like hospitals, medical providers, or other major organizations attempting to provide reliable information to the public.

The search engine is also blocking the sale of face masks on its ad platform, following similar policies from Facebook.

Bing has taken similar steps by blocking all ads related to COVID-19, except those coming from trusted sources.

As a Microsoft spokesperson explained:

“Microsoft Advertising has taken precautionary measures to block ads for delivery related directly to COVID-19 under the Microsoft Advertising Sensitive advertising policy. This precaution also applies to some COVID-19 related medical supplies. We will only allow Public Service Announcements from trusted sources, such as official Govt. agencies, to promote COVID-19 content.”

Facebook and Instagram Block COVID-19 Ads, Create New Resources

Since March, both Facebook Ads and Instagram have been blocking the sale of face masks on their platforms. The policy has since been expanded to include hand sanitizer, surface disinfecting wipes, and COVID-19 testing for children.

At the same time, Facebook has created several new resources for both businesses and the general public, many of which can be found in the new “Marketing for Uncertain Times” deck which contains industry playbooks and general advice for staying informed.

Twitter Gives Advertisers Leeway

After originally banning any and all ads which mentioned “coronavirus” or “COVID-19”, Twitter has revised its ad policies to allow some advertisers to mention the virus.

As the company explains:

“In response to the shifting advertising landscape, and in order to support helpful causes during this time, we’re now allowing managed clients and partners to advertise content containing implicit or explicit reference to COVID-19 in certain use cases, with restrictions.”

The specific cases Twitter will be allowing are:

  • Adjustments to business practices and/or models in response to COVID-19
  • Support for customers and employees related to COVID-19

Despite this, Twitter says it will continue to block ads which include:

  • Distasteful references to the virus
  • Content that may be sensational or likely to incite a panic
  • Inflated prices or products related to the virus
  • Ads for face masks, alcohol-based hand sanitizers, supposed vaccines, or treatments.

TikTok and Pinterest Partner With WHO and Red Cross

TikTok and Pinterest have taken similar steps as others by blocking ads which “reference coronavirus, including when promoting products or services, to create a sense of fear, or to cause widespread offense”, as a TikTok spokesperson said.

In addition, these platforms have also been working with major health organizations around the globe to help spread relevant information and prevent misinformation.

Pinterest has been redirecting any searches on the platform to official content provided by the WHO to prevent the chance of delivering custom results which could be difficult to monitor for disinformation.

TikTok has taken similar steps by donating in-feed ad space to notable organizations including the WHO and Red Cross to ensure users have access to helpful information.

YouTube Blocks COVID-19 Ads Except From Trusted Sources

YouTube’s ad policies have largely been in-step with Google’s response to the COVID-19 pandemic.

Initially, the platform would not allow any form of monetization on content relating to the coronavirus, citing “sensitive topic guidelines.”

Since then, the company has taken some steps to loosen that policy by allowing news organizations and reputable creators to produce videos about the issue in a sustainable way.

In a letter to the community, YouTube CEO Susan Wojcicki explained:

“In the days ahead, we will enable ads for content discussing the coronavirus on a limited number of channels, including creators who accurately self-certify and a range of news partners. We’re preparing our policies and enforcement processes to expand monetization to more creators and news organizations in the coming weeks.”

Despite this allowance, the company stresses it will continue to remove content that violates its policies or spreads misinformation.

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Takeover Reddit With New ‘Trending Takeover’ Ads

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Reddit is launching a new ad type which allows brands to “takeover” the discussion site’s trending section.

The new “Trending Takeover” ads let companies run prominent ads on both the desktop and mobile feeds of the Trending Today area for 24 hours. The ads will be slotted in the second position of one of the site’s most popular areas and will be identified with a simple “promoted” text in bold letters.

 

When clicked on, the ads take users to a landing page featuring the latest conversations, posts, and communities related to keywords specifically selected by you.

Due to the high-profile and limited nature of the ads, Trending Takeover promotions are sold on a reservation basis by contacting Reddit Advertising.

The ads signal the latest push by the platform to be more friendly to brands and advertisers, joining several other recent ad formats. As Vice President of Ads Product and Engineering, Shariq Rizvi said:

“With millions of searches taking place every day and over one-third of users coming to Reddit’s Popular feed daily, brands can now be part of where cultural trends are born online — Reddit. For Reddit, a large focus for 2020 is about maximizing new and premium opportunities for brands to authentically engage with Reddit users.”

Still, brands will need to pay close attention to the site’s communities and only highlight the most engaging content to reach the typically ad-averse audience.

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Facebook Launches Creator Studio App To Manage Content On The Go

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Facebook is launching a mobile app version of its Creator Studio which helps users monitor and manage their page and content on the go.

While the iOS and Android apps will allow you to keep better in touch with your content while out of the office, the mobile version is still intended to be a companion to the more comprehensive desktop version.

As the company says in its announcement:

“The app is an evolution of and mobile complement to Creator Studio, the desktop hub dedicated to helping creators and publishers manage their content, track performance, and connect meaningfully with their audiences on Facebook. The new experience offers the same actionable insights and meaningful engagement metrics, all from the ease of a mobile device.”

Although the Creator Studio app does not provide the full suite of features available in the desktop version, it does include some of the most popular and informative tools for page managers, such as:

Facebook Creator Studio Insights

  • Rich Insights: Data and engagement metrics about how content is performing, like “1 Minute Views” and “Avg. Minutes Viewed”

Facebook Creator Studio Content Management

  • Post-Uploading Edits and Fixes: Ability to edit video titles and descriptions, delete and expire posts, publish drafted posts and reschedule scheduled posts, enabling easy content adjustments

Facebook Creator Studio Messaging

  • Connect with Audiences: Reach fans and followers in real-time, from anywhere with the ability to read and respond to Facebook messages and comments using Inbox directly in the app

Facebook Creator Studio Manage Multiple Pages

  • Multi-Account Support: Manage multiple Pages on Facebook and toggle between them from the same app in the same session–no need to log out of one to log into another to access multiple Pages
  • Notifications: Immediate in-app notifications for key milestones

The most obvious omission is the ability to upload content or create new posts. At the moment, the Creator Studio app only allows you to manage or edit content that has already been posted or scheduled.

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B2B Decision-Makers Consume 13 Pieces of Content Before Purchasing

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New analysis from market research firm FocusVision shows that the average B2B buyer consumes 13 pieces of content before making a purchase or signing a contract.

That finding and more comes from a large survey of executives at companies with at least 500 employees and $50 million in annual revenue. Additionally the participating companies had purchased a marketing technology solution within the past year.

What Content Do B2B Buyers Consume?

Of the 13 pieces of content that B2B purchasers explore, the majority (8) tend to be marketing pieces delivered directly from the company, while the other five consisted of third-party content.

The content also takes a wide range of shapes, including video, blog posts, reviews, customer testimonials, and market analysis.

The B2B Purchasing Journey Through Content

FocusVision’s report suggests it takes an average of two to six weeks and three or four internal decision makers for B2B buyers to make the big decision. Much of this time is spent researching by connecting with content that might inform their purchase.

When asked how they found content, the majority said they found it directly on a vendor’s website or through search and social media.

The complete responses were:

  • Directly through vendor website — 70%
  • Internet search — 67%
  • Social media  — 53%
  • Sent to me via email — 41%
  • Word of mouth — 33%

The study also identified four unique buying stages with specific types of content present during each phase:

  1. Understanding the problem
  2. Looking at vendors
  3. Short-listing
  4. Final decision

The most useful types of content according to B2B buyers were

  • Product specifications and functionality — 67%
  • Product comparisons — 65%
  • Product success stories — 60%
  • Content specifically showing value to internal stakeholders — 54%
  • Product tutorials — 49%
  • Troubleshooting and problem solving — 48%

Notably, the study found some variance in how companies with higher revenues used content to inform their decisions. Those with revenues above $250 million tended to rely more on third-party content and market analysis, rather than first-party content.

What This Means For You

If you provide products or services to other businesses, the findings make it clear that content is essential for marketing your brand to other professionals. Without it, influential buyers may not hear about your product or have enough details to make an informed decision.

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LinkedIn Reveals Three New Features For Users and Brands

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LinkedIn is launching three new features for users aimed at encouraging the community to engage more and form deeper connections with followers.

The new features are part of an initiative to bring new updates to LinkedIn’s 50 million organizations using the site to reach customers, prospects, employees, and potential collaborators.

To start of 2020, the site is making it possible for users to invite others to follow their page, stream using LinkedIn Live, and post to their page in new ways.

Invite New Followers

One of the hardest parts of getting a social metwork page off the ground is gaining new followers. Now, LinkedIn is giving page managers the ability to invite users who share a first-degree level of connection to your page.

Users can also choose to entirely opt out of these invites if they prefer to not receive invitations to follow pages.

LinkedIn Live Integration

LinkedIn is also working to better integrate their streaming platform by allowing pages to broadcast live streams.

In the past, live streaming was strictly only available to personal profiles on the site.

This could prove to be a boon for pages on the site, as the company says live streams generate up to 7 times more reactions and 24 times more comments compared to typical video posts.

To get access to live streaming on your brand’s page, page managers can apply on the LinkedIn Live website.

Post as a Page or Member

When posting new content, users can now select a conveniently located switch on the homepage to choose between posting as yourself or an organization you represent.

Previously, the only way to post as your page required you to visit your organization’s page and post directly from that page. Now, users can easily post to their preferred page from one place.

You can see what the new features look like in action in the video from LinkedIn below:

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Take Over Twitter With Promoted Trend Spotlight Ads

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Twitter is launching a unique new ad unit which lets brands take over a section of the Explore tab – giving you massive reach with nearly every Twitter user.

The Explore tab is where users can find the latest trending topics and other popular Tweets, making it one of the most visited sections of the site.

In fact, Twitter users might recognize the Promoted Trend Spotlight ads as the same ad format used by Disney shortly before the launch of Disney+. The media giant was given early access to the ad format to help drive early awareness of their streaming platform.

Twitter Promoted Trend Spotlight Ad

While the ad format has now been expanded to all advertisers in the US, UK, Japan, Australia, Brazil, Canada, France, Germany, India, Indonesia, Mexico, Saudi Arabia, South Korea, Spain, and Thailand. However, running the ad still requires contacting a Twitter Partner to ensure consistently high-quality ads on such a prominent area of the site and manage scheduling.

When running a Promoted Trend Spotlight, all users who visit the Explore tab on a given day will see the ad on their first two visits to the tab. After those two visits, they can still see the ad in the standard Promoted Trend ad placement.

Based on their own early data, Twitter says the new ads are a powerful tool to get more attention to your ad and better drive awareness:

“[P]eople spent 26% more time looking at the Promoted Trend Spotlight as compared to the standard Promoted Trend unit. These longer dwell times generated impact throughout the funnel: from +113% higher ad recall and +18% higher brand consideration to +67% lift in stated likelihood to use a brand in the future. In addition, according to internal Twitter data, people were three times more likely to click through an ad in the Spotlight unit than the standard Promoted Trend.”

 

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