Good morning, has Instagram cracked social commerce?

With checkout, launched earlier this year, at the center, Instagram has been making a major push to own the entire customer journey from awareness to purchase. In a test announced yesterday, it’s clear that Instagram wants to deliver an all-inclusive commerce experience that brands can develop entire product plans around. 

Product launch tags for posts and stickers for Stories allow brands to promote upcoming products and enable users to get reminders to buy those products on Instagram when they are released. The test is limited to the 20-odd brands in the closed checkout beta, such as Adidas, Levi’s, Soul Cycle and Warby Parker.

Vista Equity Partners has agreed to purchase content management and digital experience platform Acquia in a deal valued at $1 billion. The open-source platform is built around Drupal, which its founder Dries Buytaert also invented, and has made two acquisitions this year to expand beyond digital experience solutions. Vista Equity has a history of performing well in the martech space. In 2016, it bought Marketo for $1.8 billion and turned around and sold it to Adobe for $4.75 two years later. 

Read on for a Pro Tip on using competitor intelligence to inform your own content marketing efforts. 

Ginny Marvin

Pro Tip

Competitor analysis can focus your own content improvement efforts

“Analyzing competitor content can empower you to improve your existing pages,” explains Andrew Dennis of Page One Power. “As you analyze your competitors’ top pages, don’t just focus on keywords – scrutinize the structure and organization of the page to understand why it might be performing so well. Does the page go in-depth and perhaps it’s ranking based on thoroughness? Or is the page answering a specific question quickly and succinctly? Or does it do both? These are important questions to answer if you want to understand why their page is ranking, and more importantly, how you can improve the performance of your pages.”

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Breaking loyalty silos

Sponsored Content from Comarch

Can the increasing liquidity of loyalty points enhance member experience but ruin loyalty program finances?

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Social Shorts

Facebook experiments with removing Like counts, Instagram’s new account to push creators and IGTV

Facebook tests hidden Likes. Early last month, Facebook confirmed that it was considering removing “Like” counts from posts. On September 27, the company officially began doing so as part of an experiment, beginning with its Australian users, TechCrunch reports. Similar to Instagram’s Like-hiding test run back in April, Facebook’s aim is to improve user experience and encourage engagement while shedding the stigmas that some users associate with the metric.

“We are running a limited test where like, reaction, and video view counts are made private across Facebook,” a Facebook spokesperson told TechCrunch. The author of the post will still have access to these numbers; however, viewers can only see who — not how many people — reacted to a post.

“Influencers will have to become more flexible with account access, something they have — sometimes reluctantly — been required to get very comfortable with in recent years,” VP of Media Product Strategy and Marketing for Collective Bias Leah Logan said with regards to the impact on influencer marketing. “We could see more importance placed on content quality along with the quality of engagements.” 

Instagram’s new branded account for aspiring influencers. Instagram has launched @creators, a new branded account aimed at providing tutorials, insights and updates on the platform to aspiring influencers and content marketers. The account will primarily focus on IGTV, Instagram’s long-form video format, and enlists a handful of popular creators to share advice and guide followers through their creative process. 

“We’ve really been trying to focus on creative best practices, so focusing on the inspirational content creation aspect of being a creator,” Brooke Ozaydinli, product marketing manager for Instagram, told The Verge. She also said that the account will feature content on issues pertinent to creators, such as mental health, bullying and how to make money on the platform.

SMX Update

SMX East Early Bird Rates End Saturday!

Don’t miss your chance to save up to $600 off a seat at SMX East, the largest gathering of search marketers on the East Coast — featuring 90+ sessions and two new full-day tracks on agency operations and local search for multi-location brands.

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