Meta rolls out Facebook Reels to all users
Facebook has become the latest Social Media site to officially launch a platform dedicated to short-form video content, joining the likes of TikTok, YouTube, Snapchat, and its partner site, Instagram. Users will be able to post Reels of up to 60 seconds long (the same as Instagram) and Facebook Reels will also include features such as a remix functionality to encourage engagement and the option to share publicly posted Reels to their Facebook stories.
Why is this important?
TikTok, the app where short-form video is the key offering, continues to be the fastest-growing social media platform in the world and other social media sites are taking note. With this launch, Meta will have fully integrated Reels into both Instagram & Facebook. With their huge existing user base and other content offerings, it is likely to become another large revenue stream, for Facebook in particular.
BT and EA attempt to tackle online hate
BT Sport and Saatchi & Saatchi have teamed up with EA Sports to give online hate the red card by creating a “Hope United” kit which is now available digitally within FIFA 22. Saatchi & Saatchi have also created a TV Ad to raise awareness for the movement on BT Sport as well as on a streaming platform (Twitch) accompanied by social ads across Facebook and Instagram.
Why is this important?
The creative director says “We hope this campaign will remind people that hate has no place in any game… We take our responsibilities seriously by providing tools and helping players understand how to use them effectively”. In the football world, this is a step in the right direction, by showing that hate will not be tolerated on the pitch.
Google makes offline conversion tracking easier with Enhanced Conversions for Leads
Google Ads has rolled out Enhanced Conversions for Leads. Spotted as a beta test earlier this month, this option offers an alternative to the existing Google Click ID-based offline conversion tracking method. Offline conversion tracking can help Google get a better idea of the value of different leads, which can help it prioritise more valuable leads via the Maximize Conversion Value bid strategy.
Why is this important?
Tracking conversions offline is always a tricky area to get right. With this additional data, Google’s systems will be able to make better auction decisions, which should ultimately mean more efficient campaigns and better conversions for brands.
Campaign of the Week: DVLA goes up a gear in campaign to disrupt vehicle tax evasion
The Driver and Vehicle Licensing Agency (DVLA) has released a campaign by VMLY&R to tackle vehicle tax evasion. “Hard to hide, easy to tax” will run across out of home and print as well as social, radio and online. From traffic cones to shrubbery, cars are cloaked in bizarre disguises to illustrate how easy it is for the DVLA to spot untaxed vehicles no matter how hard someone might try to hide one.
The campaign moves the DVLA's enforcement advertising in a wittier and more attention-grabbing direction. “Our new work uses wit and charm to deliver a reminder that it’s not worth the risk in a powerful and insightful way."
