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Digital Marketing

5 Innovations to up your marketing game in October

With each new month comes new social innovations to watch out for across all of the beloved social media platforms… Here are our 10 favourites coming in June.

1. New Instagram story features

Instagram has recently launched its auto-generated captions for stories, which now come in a range of text formats, meaning users no longer have to manually add closed captions to their stories. This is a welcomed feature for many social media managers, as accessibility is key to reaching a wide audience.

There’s also another rumour going around that Instagram may be launching new sticker types, spotted by app researcher, Alessandro Paluzzi, including a new ‘Link’ sticker, which is said to allow users to add a link to their Story (yes!), a feature which is currently only available to profiles with 10,000+ followers, unlocking the “swipe up” functionality. It’s still early days, so we’ll have to wait and see if this new feature will be available to all account sizes, but it would allow for much more accessible, visual link sharing.

2.Facebook sticker ads 

Earlier this year, Facebook announced it was going to be testing more ways for creators to monetise their content, with custom sticker ads being the focus of this topic.

Custom stickers will be a new way to advertise content, allowing users to get a cut of ad revenue by simply adding a sticker to their Story. For example, a creator might use a sticker to promote a brand they are using and be able to get their cut from this. 

Brands will likely also be creating custom stickers, made available for users to also add to their Instagram Stories. While it is yet confirmed when this feature will be launched, Facebook hopes that it’s coming soon.

3. TikTok Lead Gen Adverts

TikTok is always looking for innovative ways to gain more insights on audiences across its platform. Now, advertisers will be able to get more information on their audiences through a new “Lead Generation” ad option, allowing them to collect data directly from their in-stream ads via the form process.

This new feature as explained by TikTok:

“Lead Generation starts by making it easy for users to fill out a form and provide their information (e.g. Name, Email, Phone) in order to signal their interest in that particular product or service. Additionally, basic information that our users provide to TikTok can also be automatically populated for an efficient experience between the business and user.”

Once users have filled out the form provided, the data will then be collected and  stored on TikTok itself, and available for download. This new feature will allow advertisers to provide its audience with customised messaging which will be relevant to their market segments, and overall aims to give advertisers more insight into the people they’re talking to.

4. Facebook “Page experience” choice in Business Manager

Earlier this year, Facebook announced the launch of its new “Page Experience” option within Business Manager, which will “make it simpler for public figures and creators to build communities and achieve their business objectives.”

This will include new features, such as:

  • Redesigned layout 
  • Dedicated News Feed
  • Easy navigation between personal profile and Pages
  • Updated task-based admin controls
  • Actionable insights and more relevant notifications
  • Safety and integrity features to detect spammy content and impersonator accounts

However, people will still be able to stick to the “Classic” layout if they prefer.

5. TikTok E-Commerce Ad Format Rumours

It’s been speculated that TikTok is planning to launch a new ecommerce-focused ad offering to increase revenue potential across its platform. Their aims are to add a range of in-stream shopping tools, with new options rumoured to be: 

  • Collection Ads
  • Dynamic Products
  • Promo Tiles
  • Showcase Tiles

6. Pinterest Content Claiming Portal

Pinterest is now launching a new “Content Claiming Portal” to allow users to have more control over their content, such as being able to decide how their content appears across Pinterest; this will include providing the access to remove current and future versions of their content.

Users can now submit a Content Claiming Portal application, and, if approved, users will be allowed to upload original content and select one of the following options:

Currently this portal is available for a select group of creators around the world to test these new functionalities before rolling out to a wider audience.

7. Facebook Video Targeting Options

Facebook has recently announced a new topic-based targeting option for in-stream ads, where their new segments are broken down into more specific topics. These can then be selected in Account Manager when creators are placing ads across videos, helping optimise their message for their audiences.

As explained by Facebook: “Powered by machine learning, Video Topics are available when advertisers select the In-Stream Only placement and brand objectives for their campaigns. It will include over 20 Video Topics, like Sports, and over 700 sub-topics such as Baseball, Basketball, Golf or Swimming. This test gives advertisers more choice in the video content they want their ads to appear in so they can reach engaged video viewer audiences. For example, a baseball bat company can now place ads in topics that would be of interest to their customers, such as “Baseball.”

This new feature aims to utilise the popularity of in-stream videos and provide creators more opportunities to engage with relevant audiences. 

8. Twitter Super Follow & Profile Tipping

After months of rumours surrounding the launch of Twitter’s “Super Follow” and “Profile Tipping” features, Twitter finally showcased its plans for launch, allowing users to monetise their content by providing exclusive posts to paying members.

We were also shown a sneak peek of what this “Super Follow” function may look like from Jane Manchun Wong, who also provided an overview of potential new layouts for Twitter.

9. Instagram Reels Adverts

It has been announced that Instagram is expanding its advertising reach further by placing ads within its reels. These ads will be shown between organic reel clips and this is a natural progression after their announcement of Facebook’s new video targeting within in-stream videos. 

This feature is being tested with creators in India, Brazil, Germany, and Australia, but we don’t yet have any insight into how well this feature has worked during the testing period. Watch this space…10. Instagram Launches First Edition of ‘Instagram Insider’ Digital Magazine, Highlighting Platform Trends

10. At the start of April, Instagram published its first edition of “Instagram Insider,” a 9-page digital magazine giving its readers an overview of the latest trends, as told by Instagram activity.

The first edition, “Spring 2021,” is centered around a “Fashion and Beauty Edit,” laying out all the fashion and beauty trends its readers should be jumping onto, alongside a Q&A section in the agony aunt format of “Dear Elisa,” Instagram’s Strategic Partner Manager. 

This trendy new digital magazine is free and available via PDF download!

There we have it… Another 10 social media innovations we’ll be thinking about all of June. Did any, in particular, catch your eye for yourself or your brand(s)?

If anyone needs us, we’re taking a 5-min magazine break with Instagram Insider. It’s for research purposes, of course…

We will see you next month for another overview of social innovations to look out for.

Chris Thomas


Chris Thomas

CEO & Founder

Chris has been at the forefront of eCommerce and a pioneer of online retailing since the early 00s. A 5-time Drapers Award winner, Chris has extensive experience in developing fashion brands online.

Chris founded Cake in 2016. Based in Birmingham, with offices nationwide, Cake specialises in helping fashion brands understand their market online and then helps to develop appropriate strategical direction to achieve their plan, all backed by his 20 years of operating in the retail market.