[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fwhats-new-in-paid-social-june-2022-industry-updates":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":341,"breadcrumbs":342,"reading_minutes":163,"category":350,"head":352},"2022-06-06T09:34:28",{"rendered":6},"\n\u003Cp>Welcome to the latest instalment in Impression’s Paid Social Industry Updates blog, where we discuss the latest social media trends to help you stay ahead of the curve. \u003C\u002Fp>\n\n\n\n\u003Cp>Keep reading to discover:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#instagram-test\">Instagram tests a new full-screen feed\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#tiktok-woocommerce\">TikTok launches a new integration with WooCommerce\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#instagram-test-stories\">Instagram tests a new stories display\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#meta-whatsapp\">Meta announces new ad tools for WhatsApp\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>As always, traffic light imagery is featured throughout to indicate the importance of each new update – red denoting a priority update, green representing a less important update and amber lying somewhere in the middle.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"instagram-test\">\u003Cstrong>Instagram Tests New Full-Screen Feed\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Last month, \u003Cstrong>Instagram launched the initial test of a new, full-screen display of its main feed, \u003C\u002Fstrong>drawing parallels with rival social media platform TikTok. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n\u003Cp>In the test of the new feed, users could still use the navigation bar to access the Explore tab, Reels and Instagram Shop. The icons to create a post, check notifications and browse direct messages also remained at the top bar, whilst Stories continued to sit at the top of the feed.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cbr>After announcing its decision to invest more heavily on Reels in \u003Ca href=\"https:\u002F\u002Fcreators.instagram.com\u002Fblog\u002Finstagram-reels-creators-simplify-video\" target=\"_blank\" rel=\"noreferrer noopener\">February\u003C\u002Fa>, it’s not surprising that Instagram is choosing to align its main feed with the video format – continuing its shift from a photo sharing platform into a more interactive video-centric experience.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1076\" height=\"962\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Finstagram-full-screen-feed-image-1.png?auto=compress%2Cformat&q=90\" alt=\"Instagram full screen feed example\" class=\"wp-image-17654\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">\u003Cstrong>What does this mean for me?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>It’s clear that Instagram has some technical aspects to smooth out before officially launching the feed update – some users reported difficulties reading captions as they were overlaid onto posts, whilst others disliked the majority of their feed being taken up by recommended content. However, this may provide opportunities for advertising on the platform if the amount of sponsored content within the home feed increases; boosting ad reach as a result. \u003C\u002Fp>\n\n\n\n\u003Cp>Crucially, \u003Cstrong>ads filled the entire screen \u003C\u002Fstrong>within the update, which may bring opportunities in increased ad engagement – particularly as the current style of continuous scrolling was replaced by a ‘stop and start’ style consistent with TikTok, making it more difficult to scroll past in-feed content. \u003C\u002Fp>\n\n\n\n\u003Cp>As Instagram continues to make Reels \u003Ca href=\"https:\u002F\u002Fcreators.instagram.com\u002Fblog\u002Finstagram-reels-creators-simplify-video\" target=\"_blank\" rel=\"noreferrer noopener\">‘a more central part of the experience’\u003C\u002Fa>, \u003Cstrong>building ad creative optimised for video is going to become more and more important.\u003C\u002Fstrong> If you don’t have the capabilities to create video content, consider incorporating gif animations into ads and building slideshows from static imagery. Advertisers may also want to start considering how to best-optimise their current ads towards the full-size, reel style format ready for the new update. \u003C\u002Fp>\n\n\n\n\u003Cp>Another key consideration for marketers is the ad content itself. With all content being displayed seamlessly within a full-screen display, will Instagram follow in the footsteps of TikTok – with authentic style ads seeing higher engagement? According to \u003Ca href=\"https:\u002F\u002Fwww.tiktok.com\u002Fbusiness\u002Fen\u002Fblog\u002Fnielsen-study-tiktok-discovery-content-authentic\" target=\"_blank\" rel=\"noreferrer noopener\">Nielson\u003C\u002Fa>, ads that are perceived to be more authentic on TikTok receive higher engagement across likes, comments and shares. For this reason, marketers may also want to review how their ads can be adapted to more seamlessly blend with non-recommended content. \u003C\u002Fp>\n\n\n\n\u003Cp>It’s not clear when this new full-screen feed will officially launch, but the test is a clear first step towards the revolution of Instagram. \u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"tiktok-woocommerce\">\u003Cstrong>TikTok Launches New WooCommerce Integration\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fw5HeD56D-Red.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-5287\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>To further enhance its online shopping capabilities, \u003Ca href=\"https:\u002F\u002Fwww.tiktok.com\u002Fbusiness\u002Fen-GB\u002Fblog\u002Fgrow-your-business-with-the-new-woocommerce-tiktok-integration\" target=\"_blank\" rel=\"noreferrer noopener\">\u003Cstrong>TikTok has announced a new WooCommerce integration\u003C\u002Fstrong>\u003C\u002Fa>\u003Cstrong>. \u003C\u002Fstrong>The integration will allow brands to connect their product catalogs to TikTok, unlocking catalog-based ad formats including Collection ads and Dynamic Showcase ads. Advertisers will also be able to activate TikTok pixel tracking to better measure campaign performance and create ads, all from the WooCommerce dashboard. \u003C\u002Fp>\n\n\n\n\u003Cp>The new integration may not be available to all users yet – TikTok recommends contacting your representative to discover whether your account has access. However, if you do have access, you can learn how to set up the integration \u003Ca href=\"https:\u002F\u002Fwoocommerce.com\u002Fproducts\u002Ftiktok-for-woocommerce\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">here.\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">\u003Cstrong>What does this mean for me?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Whilst TikTok currently provides a similar integration with Shopify, the new feature is a key step towards expanding its social commerce capabilities, presenting \u003Cstrong>new opportunities for brands to drive revenue from in-platform purchases\u003C\u002Fstrong>. According to \u003Ca href=\"https:\u002F\u002Fwww.tiktok.com\u002Fbusiness\u002Fen-GB\u002Fblog\u002Fgrow-your-business-with-the-new-woocommerce-tiktok-integration\" target=\"_blank\" rel=\"noreferrer noopener\">TikTok’s own studies\u003C\u002Fa>, 48% of users have discovered a product or service on the platform and immediately bought it at least once in the past year. \u003C\u002Fp>\n\n\n\n\u003Cp>The key opportunity here is to take advantage of TikTok’s Dynamic Showcase ads, which become available once a product catalog is connected. Introducing these ads to retargeting campaigns will enable brands to generate a higher volume of purchases from high-intent users, by reminding users of particular items they interacted with via your website or app – encouraging conversions as a result.\u003C\u002Fp>\n\n\n\n\u003Cp>These ads are also available for prospecting campaigns, using TikTok’s highly personalised algorithm to recommend relevant products from your catalog based on prospects’ behaviour and interests. By showcasing specific products tailored to users’ behaviour on the platform, this creates great opportunities to drive purchases from new audiences.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"instagram-test-stories\">\u003Cstrong>Instagram Tests New Stories Display\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Over the last few weeks, \u003Cstrong>Instagram has been testing a new Stories feature\u003C\u002Fstrong> that hides Stories after a certain number of frames.\u003C\u002Fp>\n\n\n\n\u003Cp> \u003Ca href=\"https:\u002F\u002Fwww.socialmediatoday.com\u002Fnews\u002Finstagrams-testing-a-new-stories-ui-which-could-have-big-implications-for\u002F624034\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">As reported by some social media users\u003C\u002Fa>, Stories are displaying for the first three frames only, followed by a ‘show all’ prompt which allows users to view all Stories available if selected. If users choose to ignore the prompt, Instagram switches to the next Story. As a result, any Story frames beyond this may see reductions in reach.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">\u003Cstrong>What does this mean for me?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Although it’s not clear what impact this will have on Stories ads placements, \u003Cstrong>it may be worthwhile considering the length of video assets\u003C\u002Fstrong> when reviewing future ad content on Instagram.\u003C\u002Fp>\n\n\n\n\u003Cp>Whilst this may be limiting for some advertisers, it’s worthwhile noting that the recommended length of a video ad is \u003Ca href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F144240239372256?id=603833089963720\" target=\"_blank\" rel=\"noreferrer noopener\">15 seconds or less\u003C\u002Fa> – which is the same length of a single story frame. As a result, this limitation may encourage brands to shorten their ad content and see improved performance as a result of increased engagement.  \u003C\u002Fp>\n\n\n\n\u003Cp>What’s more, \u003Ca href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fads-guide\u002Fvideo\u002Finstagram-story\" target=\"_blank\" rel=\"noreferrer noopener\">video ads longer than this are automatically split into 1, 2 or 3 cards by Instagram\u003C\u002Fa>, with a ‘keep watching’ prompt displayed after either card, depending on the viewer and their habits – which doesn’t sound too dissimilar to the current Stories trial. As it stands, the trial doesn’t feel concerning, but we hope to hear more information on the update soon.  \u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"meta-whatsapp\">\u003Cstrong>Meta Announces New Ad Tools for WhatsApp\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fwhatsapp-ad-new-tools-image-update-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-17666\" width=\"485\" height=\"300\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Following research that nearly 71% of users want to communicate with businesses in the same way that they message friends, Meta has announced \u003Ca href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fnews\u002Fintroducing-new-ads-and-messaging-tools-for-small-businesses#\" target=\"_blank\" rel=\"noreferrer noopener\">a new way to create Facebook and Instagram ads that start a WhatsApp chat.\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>Currently, if marketers want to create ads directing users to WhatsApp, they have to do this using Ads Manager, which involves a lot of app-switching. However, with the new update, \u003Cstrong>marketers will soon be able to create ads directly in the WhatsApp Business App.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>It’s unclear when the new update will be launched in the UK, however Meta has confirmed that it will be ‘starting soon’. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">\u003Cstrong>What does this mean for me?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>The key benefit of this update is \u003Cstrong>a more streamlined, faster ad creation process\u003C\u002Fstrong> for marketers. The middle element of app-switching between Whatsapp and Ads Manager will be removed, making it easier to create ads on Whatsapp. \u003C\u002Fp>\n\n\n\n\u003Cp>This provides big opportunities for businesses wanting to reach prospects who are already displaying an interest in their brand, moving them from the consideration phase into action by facilitating these connections. The update will particularly benefit local brick and mortar stores and smaller businesses that rely on enquiries to drive purchases.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cp>Look out for our next blog post in July for more \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F\">paid social industry updates\u003C\u002Fa> to inspire your paid social strategy. Can’t wait? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch\u003C\u002Fa> to discuss your paid social campaigns. \u003C\u002Fp>\n",false,"standard",[10],36,[],[13],169,[15,16,17,18,19,20,21,22],"post-17649","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-social",{"page_content_modules":24,"hero":160},[25,113],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"What’s new in paid social: June 2022 industry updates",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},89,"\u002Fabout\u002Four-team\u002Fabbie-hare\u002F","Abbie Hare","Paid Social Strategist","I support the paid social team by working together on clients’ paid social media campaigns. As a Paid Social Strategist, my role centres around clients’ paid social strategies; helping them to achieve their goals through ads on social media platforms.","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":34,"full_bio":38,"specialist_service_links":39,"photo":57},"\u003Cp>Paid Social Strategist. Joined Impression in August 2021.\u003C\u002Fp>\n\u003Cp>Prior to joining Impression, I worked as a Marketing Executive for a student accommodation company in Nottingham, during which I gained experience in all things marketing! Prior to this, I studied Marketing and Management at Newcastle University, where I also completed a work placement at popular fashion company, Boohoo.\u003C\u002Fp>\n\u003Cp>Day to day at Impression, I support the paid social team by working together on clients’ paid social media campaigns. As a paid social analyst, my role centres around clients’ paid social strategies; helping them to achieve their goals through ads on social media platforms such as Facebook, Twitter and LinkedIn.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nDuring my previous job role, I organised an outdoor pop-up market event by reaching out to several local companies in Nottingham. The event was successful and was enjoyed by everyone (including me – mainly due to all the food stalls I’d invited!)\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nI love to travel and plan trips away, meet up with friends for good food and drinks and binge-watch the latest Netflix series!\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n",[40],{"page":41,"link_text":46},{"ID":42,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":45,"post_title":46,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":49,"to_ping":45,"pinged":45,"post_modified":50,"post_modified_gmt":50,"post_content_filtered":45,"post_parent":13,"guid":51,"menu_order":52,"post_type":53,"post_mime_type":45,"comment_count":54,"filter":55,"url_path":56},233,"98","2020-12-21 13:00:55","","Paid Social","publish","closed","paid-social","2026-01-13 11:01:54","\u002F?page_id=233",0,"page","0","raw","\u002Fpaid-media\u002Fpaid-social\u002F",{"ID":58,"id":58,"title":59,"filename":60,"filesize":61,"url":62,"link":63,"alt":45,"author":64,"description":45,"caption":45,"name":65,"status":66,"uploaded_to":52,"date":67,"modified":67,"menu_order":52,"mime_type":68,"type":69,"subtype":70,"icon":71,"width":72,"height":73,"sizes":74},33317,"Abbie-Hare","Abbie-Hare.png",406310,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&q=90","\u002Fabbie-hare-2\u002F","12","abbie-hare-2","inherit","2025-05-29 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