DIGITAL MEDIA DIGEST: MAR ‘19
A monthly look at the world of digital from NORTH’s point of view
Check it Out: It’s Instagram Checkout
By Caroline Desmond, Director of Media Strategy
On March 19th, Instagram announced it would begin allowing people to complete the checkout process for certain products without leaving the Instagram app. Meet Instagram “Checkout.” According to Instagram’s blog, there are already “130 million Instagrammers tapping to reveal product tags in shopping posts each month.” The Checkout feature takes product browsing one step further and bridges the gap between product discovery and product purchase.
The initial rollout will target US Instagram users and enable in-app purchases for over 20 brands including: Adidas, Anastasia Beverly Hills, Balmain, Burberry, ColourPop, Dior, Huda Beauty, H&M, KKW Beauty, Kylie Cosmetics, MAC Cosmetics, Michael Kors, NARS, Nike, NYX Cosmetics, Oscar de la Renta, Outdoor Voices, Ouai Hair, Prada, Revolve, Uniqlo, Warby Parker and Zara.
TechCrunch reports that users will be able to pay with PayPal, Visa, Mastercard, American Express or Discover. Instagram will charge merchants an as-of-yet undisclosed fee rather than imposing a convenience fee on Instagram shoppers. Additionally, Instagram will allow merchants to integrate their Shopify, BigCommerce, ChannelAdvisor, CommerceHub and other tools with the Checkout feature. Once a user enters their payment info for the first time, that payment info will be stored for all future purchases.
Instagram’s goal is clearly to facilitate impulse purchases. This fills a different need state within current online shopping behavior. Whereas users go to Amazon knowing exactly what they want, Instagram is positioning itself as a virtual mall experience that encourages people to discover (and buy) things they didn’t initially know they needed but now cannot live without. Recode has described this dichotomy as “utility shopping” versus “discovery shopping.” In discussing this distinction, Recode quoted a study from Feedvisor noting that “74 percent of online shoppers in the US go straight to Amazon when they are ready to buy a specific product.”
So how easy is it to seize on these impulses on Instagram? “Disturbingly easy” according to Money.com, a site that also cautions that Instagram’s Checkout feature could encourage irresponsible spending behavior among consumers. As described by one Money writer, all a user needs to do is “tap a photo in a participating retailer’s feed [which] leads you to a product page with a photo and details like colors, sizes, and price [where you enter] your credit card number (or PayPal details) and address, place an order, and poof — your new necklace/linen shirt/high-impact mascara is on its way.” For those familiar with the existing tap to view products feature, essentially the “View on Website” button will be replaced with a “Checkout” button.
Currently, the Checkout feature is not available in Instagram ads. Users will only be able to access Checkout on organic Instagram posts from brands included in the initial beta. So, the only way users can come across Checkout-enabled posts is if they have already opted in to follow a participating brand. However, it is likely the new Checkout feature will eventually roll out to Instagram ads before too long given the potential of this feature to prove out Instagram as an ROI driver for brands — something Instagram will want to use to its advantage to steal more ad dollars going forward.
Facebook Is Ending The Relevance Score Metric on April 30th
By Devon Brown, Performance Marketing Manager
Last week, Marketing Land reported that Facebook is replacing its relevance score metric with 3 new measurements in April. The relevance score has been around for a few years. It measures how well an ad is estimated to resonate with an audience along with the expected engagement and sentiment towards an ad. Over the years, the relevance score has impacted everything from delivery to how much media costs (e.g., Cost Per Thousand Impressions—CPM— and Cost Per Click—CPC).
One consistent gripe marketers have had with the metric over the past few years is that it hasn’t been 100% clear how Facebook predicts a relevance score. And oftentimes, there seems to be little correlation between the relevance score and other metrics, such as engagement rate and ad recall lift. Some of the highest performing ads in other respects can have the lowest relevance scores. Which begs the question, should you pay attention to the relevance score at all if it’s doing poorly but the metrics that really matter are doing great? This all may be why its replacement is more than justified.
In its place, Facebook will introduce three new metrics: quality ranking, engagement ranking, and conversion ranking. According to Marketing Land, the quality ranking will measure an ad’s perceived quality compared to other ads competing for the same audience, engagement rate will show an ad’s perceived engagement compared to other ads, and the conversion rate will show expected conversion rate. The three metrics are said to not have any impact on performance but are only to be used to gain insights into creative improvements. That said, they will help set the tone for CPM and CPC.
By breaking this one metric down into three more specific measurements, more accurate insights can be developed, and ads can be analyzed with a more measured, critical eye. It will be interesting to see how different creative versions are impacted by each of the three measurements, and how tweaks and updates change the measurements over time.
Cheers to change.
Game Changer
By Izzy Kramer, Media Planner
Last month, Weezer released four songs from their new album via a platform that some found surprising, Fortnite. For those not well-versed in video gaming culture (or those who have been living under a rock) Fortnite is an online battle royale game designed for up to four players that has risen to massive popularity since its release in 2017.
Utilizing Fortnite’s additional game mode called “Creative” — where players can build game maps of their own — Weezer developed Weezer World, an amusement park themed after the rock band. In the amusement park, players can listen to the four released songs, complete challenges, and mess around on game vehicles. This is not the first musical experience Fortnite has hosted.
At the beginning of February, EDM DJ Marshmello hosted the first ever in-game concert at Fortnite’s Pleasant Park. As someone who attended I’ll put it briefly: it was awesome! In fact, it was so awesome they had to host an encore performance the next day because so many players wanted the opportunity to experience it. Participation was encouraged in the days leading up by giving players challenges to earn Marshmello specific gear, emotes, and items, as well as watch the stage be progressively built.
On the day of the concert, players had to be online at a specific time and enter a specific game mode in order to attend. Once everyone was in, the game paused. All items were taken from players and everyone was shuffled to the stage area. In a battle royale style game where it is about eliminating or being eliminated, it was refreshing to stop and enjoy something as an online community. During the concert, players’ characters experienced different effects (i.e. low gravity, flying) that were timed with the music. It was a concert experience like no other. After the concert, the set was available to stream on all major music streaming platforms. I had it on loop the rest of the week.
With all of that, let’s get something straight about Fortnite: it gets a bad rap because it is so popular. Like anything else that rises to stardom quickly, haters feed off of the popularity. However, Fortnite is significant because of its gaming accessibility and consistency to stay relevant and fresh.
First off, there is no paywall in Fortnite. The game is a free download on a variety of different devices, from console to PC to mobile. Fortnite allows accessibility for gamers of all types to play without any sort of payout. There is in-game currency (bought with IRL money) that can be utilized to enhance the experience, like buying cool in-game items/merch and buying “Battle Passes” that include more challenges and items. Though it is common to spend money, it is not required to play. Compare this to the majority of games available where you must purchase the game prior to playing, most between $50–$80 per game.
As for staying relevant, the game evolves by launching a new season every 10 weeks. The game map changes, new items and characters become available, and new game modes are released. The principles of the game always remain the same, but the means in which to play changes. This creates an ever-changing yet familiar world that keeps players comfortable but always on their toes.
And above all, Fortnite keeps it silly. Characters have zany themed costumes and new dances and emotes are constantly being released. Maintaining its silliness keeps Fortnite fresh while also reaching mass appeal.
So, it is a smart move for Weezer and Marshmello to seek out this huge following and have the ability to interact with gamers like no other entertainer has before. It is in the nature of the Fortnite brand and doesn’t rub players the wrong way. In fact, it is welcomed. Please give us more exciting content! We crave it!
Though Fortnite has the biggest stage, it isn’t the only unorthodox opportunity the music industry is seeking out. We’ve also seen:
- TheWaveVR worked with singer and songwriter Imogen Heap to develop an innovative and immersive VR concert.
- Popular cycling studio SoulCycle is now hosting Sound by Soulcycle, live concert experiences during classes. Their first being with The Chainsmokers at the end of last year.
Across these examples, we’re seeing personal one-on-one experiences from the Imogen Heap concert, to communal real-life experiences ala SoulCycle, to communal virtual experiences with Fortnite. Above all, with the accessibility digitalization offers, consumers expect access to any content with few barriers.
Back in September, I wrote about the Straight to You trend, the idea that everything from consumer products to groceries to digital content is being brought straight to the consumer wherever and whenever they want it. Weezer and Marshmello have brought their content straight to their audience, not requiring the audience to come to their content. It’s a game changer for the music industry and a trend I anticipate we will continue to see among successful brands.
