What's what in the social sphere according to Scout's social media mavens.

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Contents
Instagram Opens the Floodgates to Advertisers
Pinterest Announces Cinematic Pins
The Never-Ending Facebook Algorithm Changes
Carousel Ad Format Comes to Facebook Mobile App
Shopify and Facebook Extend Beta for “Buy” Button
Brave Brands:
• Always
• John Lewis
• Café Pelé
• Land Rover
• Tylenol

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Instagram
Opens the
Floodgates to
Advertisers

4. Until now, Instagram has been mostly free of advertising, only
allowing a handful of major players access to its ad platform.
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5. 5
This month, they announced plans to open the Instagram feed
to all advertisers, big and small.

6. This month, they announced plans to open the Instagram feed
to all advertisers, big and small.
Visual storytelling by brands resonates with viewers, so this
move by Instagram has advertisers excited. In addition, the
opportunity to reach people who are not yet customers, but
are in a brand’s target market, is very appealing.
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7. 7
In addition, Instagram will be testing a new
type of ad that allows viewers to click a link
to buy a product or install an app that is
being advertised.

8. In addition, Instagram will be testing a new
type of ad that allows viewers to click a link
to buy a product or install an app that is
being advertised.
Prediction: Brands will begin testing
Instagram’s ad products very soon, especially
those brands with e-commerce sites.
8

9. In addition, Instagram will be testing a new
type of ad that allows viewers to click a link
to buy a product or install an app that is
being advertised.
Prediction: Brands will begin testing
Instagram’s ad products very soon, especially
those brands with e-commerce sites.
9 Click to read more

10. 10
Pinterest
Announces
Cinematic
Pins

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Marketers have been more than vocal that video ad capabilities
on a social platform are a must…and Pinterest was listening.

12. Marketers have been more than vocal that video ad capabilities
on a social platform are a must…and Pinterest was listening.
In an effort to increase profits, Pinterest recently expanded its
ad products by rolling out video ads called Cinematic Pins.
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13. Pinterest is taking a slightly different approach to video ads
compared to other platforms like Facebook. While Facebook’s
video ads start automatically when they appear in a user’s News
Feed, Pinterest video ads will move in relation to how quickly a
user scrolls through.
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Because Promoted Pins are only available to select advertisers,
we don’t expect to see a large number of Cinematic Ads on
Pinterest just yet.

15. 15 Click to read more
Because Promoted Pins are only available to select advertisers,
we don’t expect to see a large number of Cinematic Ads on
Pinterest just yet.

16. 16
The Never-
Ending
Facebook
Algorithm
Changes

17. 17
Hot on the heels of the algorithm changes we told you
about in April and May, Facebook is at it again.

18. Hot on the heels of the algorithm changes we told you
about in April and May, Facebook is at it again.
Facebook is now rolling out changes to its News Feed
algorithm to account for the amount of time you spent
looking at a post.
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19. “There are times when, for example,
people want to see information about a
serious current event, but don’t necessarily
want to like or comment on it. Based on
this finding, we are updating News Feed’s
ranking to factor in a new signal—how
much time you spend viewing a story in
your News Feed.”
– Facebook Blog
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20. Don’t expect to see drastic changes to your News Feed, but
brands who are not publishing highly useful, interesting, and
eye-catching content are likely to see a decrease in reach.
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21. Don’t expect to see drastic changes to your News Feed, but
brands who are not publishing highly useful, interesting, and
eye-catching content are likely to see a decrease in reach.
21 Click to read more

22. 22
Carousel Ads
Come to
Facebook
Mobile App

23. Facebook has introduced
the carousel ad format
for its mobile app ads.
23

24. The carousel format, which is already being used by a
number of advertisers, allows up to 5 images and links in a
single ad. Due to the success of the carousel ads on desktop,
Facebook is now extending the ad format to mobile app ads.
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25. Carousel ads have driven 30-50% lower cost-per-conversion
and 20-30% lower cost-per-click than single-image link ads.
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26. Carousel ads have driven 30-50% lower cost-per-conversion
and 20-30% lower cost-per-click than single-image link ads.
This format is beneficial to marketers interested in selling
multiple products. We predict that many marketers will adopt
the carousel advertising, but they will not abandon traditional
ads on Facebook.
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27. Carousel ads have driven 30-50% lower cost-per-conversion
and 20-30% lower cost-per-click than single-image link ads.
This format is beneficial to marketers interested in selling
multiple products. We predict that many marketers will adopt
the carousel advertising, but they will not abandon traditional
ads on Facebook.
27 Click to read more

28. 28
Shopify and
Facebook
Extend Beta for
“Buy” Button

29. Facebook and Shopify have teamed up to launch
a new “Buy” call-to-action button that will allow
users to purchase items seen in their News Feed
without leaving the Facebook app.
29

30. The “Buy” button is intended to make it
easier for consumers to purchase products
seen on Facebook and predictably increase
sales for marketers from the platform.
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Advertisers will have the option to promote these
posts with paid advertising.

32. Advertisers will have the option to promote these
posts with paid advertising.
A small group of merchants have received invitations
to use the new button, and those who haven’t can
request an invite via Shopify.
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33. Advertisers will have the option to promote these
posts with paid advertising.
A small group of merchants have received invitations
to use the new button, and those who haven’t can
request an invite via Shopify.
33 Click to read more

34. Brave BrandsTM

35. 35
Always

36. #LikeAGirl
The world is changing and so is the coveted demographic of
female shoppers. Consumer research has shown that women
and girls are less likely to respond to the age-old marketing
technique of highlighting idealized versions of themselves.
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37. The world is changing and so is the coveted demographic of
female shoppers. Consumer research has shown that women
and girls are less likely to respond to the age-old marketing
technique of highlighting idealized versions of themselves.
Certain brands have changed their strategy as a result and are
now focusing on a combination of empowering messages and
realistic portrayals of their target audience.
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#LikeAGirl

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#LikeAGirl
#LikeAGirl challenged viewers to redefine the phrase "like a
girl," traditionally used in a negative way, as a positive
expression. The original video garnered over 58 million
views and resulted in millions of Facebook shares and
Twitter retweets.

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#LikeAGirl
#LikeAGirl challenged viewers to redefine the phrase "like a
girl," traditionally used in a negative way, as a positive
expression. The original video garnered over 58 million
views and resulted in millions of Facebook shares and
Twitter retweets.
By not focusing on the brand, but rather empowering the
audience around an important issue, Always created buzz
that no product-focused ad could have ever done. It’s also
incredibly Brave!
Click to read more

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John Lewis

41. Monty the Penguin
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John Lewis’ Christmas ads are the British
equivalent of Super Bowl ads in the United
States. People begin talking about John
Lewis’ ads in anticipation before they even air.

42. Monty the Penguin
42
John Lewis’ Christmas ads are the British
equivalent of Super Bowl ads in the United
States. People begin talking about John
Lewis’ ads in anticipation before they even air.
The goal of the campaign each year is to sell
products in a less “in-your-face” way than
most other advertisers. The retailer knows that
striking an emotional chord with its target
audience is far more effective than direct
marketing.

43. Monty the Penguin
The British retailer’s campaign told a beautiful, impeccably
crafted story of friendship between a little boy and a penguin.
However, the adorableness didn’t stop with the video. The
story continued with a children’s book, music, an in-store space,
hashtags, and more.
43

44. Monty the Penguin
The British retailer’s campaign told a beautiful, impeccably
crafted story of friendship between a little boy and a penguin.
However, the adorableness didn’t stop with the video. The
story continued with a children’s book, music, an in-store space,
hashtags, and more.
The campaign was simple, emotive, and fully integrated. Going
all in on an idea? That’s Brave.
44

45. Monty the Penguin
The British retailer’s campaign told a beautiful, impeccably
crafted story of friendship between a little boy and a penguin.
However, the adorableness didn’t stop with the video. The
story continued with a children’s book, music, an in-store space,
hashtags, and more.
The campaign was simple, emotive, and fully integrated. Going
all in on an idea? That’s Brave.
45 Click to read more

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Café Pelé

47. The Contagious Billboard
The key to advertising is finding your target audience and
reaching them when they are most receptive. So when Café
Pelé wanted to sell more coffee, they went straight to the
source: tired morning commuters.
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48. The Contagious Billboard
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They set up video boards featuring a man
who would yawn as commuters approached.
The video quickly caused a yawning
epidemic through the busy station.

49. The Contagious Billboard
49
They set up video boards featuring a man
who would yawn as commuters approached.
The video quickly caused a yawning
epidemic through the busy station.
The payoff: Café Pelé representatives
appeared with free espresso shots
to fulfill the desire that the ad created.

50. The Contagious Billboard
The Contagious Billboard integrated real-life and digital
experiences in an interesting way, enabling the consumer to
truly interact with the brand at the very moment of advertising.
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51. The Contagious Billboard
The Contagious Billboard integrated real-life and digital
experiences in an interesting way, enabling the consumer to
truly interact with the brand at the very moment of advertising.
We find using real-life experiences to drive subsequent media
consumption and sales to be a very Brave idea!
51

52. The Contagious Billboard
The Contagious Billboard integrated real-life and digital
experiences in an interesting way, enabling the consumer to
truly interact with the brand at the very moment of advertising.
We find using real-life experiences to drive subsequent media
consumption and sales to be a very Brave idea!
52 Click to read more

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Land Rover

54. Adventuregram
Land Rover is just one of the
many brands experimenting
with using Instagram for brand
communications in a variety of
new and innovative ways.
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55. Adventuregram
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To support the launch of their new Discovery
Sport, Land Rover launched a campaign on
Instagram called “Adventuregram,” an
interactive, picture-based story that allows every
user to make their own adventure.

56. Adventuregram
To support the launch of their new Discovery
Sport, Land Rover launched a campaign on
Instagram called “Adventuregram,” an
interactive, picture-based story that allows every
user to make their own adventure.
The overreaching idea was for the user to
experience the brand through a journey rather
than a static experience.
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57. Adventuregram
The aim was to use Instagram to engage both existing and new
users of the platform with Land Rover’s “everyday adventure”
brand proposition.
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58. Adventuregram
The aim was to use Instagram to engage both existing and new
users of the platform with Land Rover’s “everyday adventure”
brand proposition.
The use of a social platform in a new, innovative and unexpected
way was extremely Brave. Land Rover successfully found a way to
create a branded campaign that still felt native to Instagram and
mirrored the way communities use the features of Instagram.
58

59. Adventuregram
The aim was to use Instagram to engage both existing and new
users of the platform with Land Rover’s “everyday adventure”
brand proposition.
The use of a social platform in a new, innovative and unexpected
way was extremely Brave. Land Rover successfully found a way to
create a branded campaign that still felt native to Instagram and
mirrored the way communities use the features of Instagram.
59 Click to read more

60. 60
Tylenol

61. #HowWeFamily
Tylenol recently launched a campaign titled #HowWeFamily
that focused on what matters most to Americans: family
and health.
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62. #HowWeFamily
“Because we're a family brand, because we're an iconic
American brand, and we want to continue to serve families into
the future, I think it's important that we reflect what that family
is today.”
- Manoj Raghunandanan, Senior Director of Marketing for
Johnson & Johnson's McNeil Consumer Healthcare Division
62

63. #HowWeFamily
The 30-second spot featuring gay, lesbian, immigrant, and
biracial families launched a 3-month effort that will include
profiles of 10 real-life US families.
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64. #HowWeFamily
This Brave campaign, aimed at showcasing the changing
face of the American family, shows that Tylenol is not afraid
to evolve.
64

65. #HowWeFamily
This Brave campaign, aimed at showcasing the changing
face of the American family, shows that Tylenol is not afraid
to evolve.
65 Click to read more

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