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Ricerca sulla privacy: diamo un senso alle contraddizioni

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Ricerca sulla privacy: diamo un senso alle contraddizioni

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La mia famiglia non ha ancora capito cosa faccio in Google, anche se sono qui da 12 anni e faccio più o meno lo stesso lavoro.

La migliore spiegazione per loro è dire che chiedo alle persone come usano Internet.

[TESTO SU SCHERMO] Chiedilo a un ricercatore

[TESTO SU SCHERMO] Che cosa pensano le persone della loro privacy online?

[TESTO SU SCHERMO] Jonny Protheroe, Head of Privacy Insights for Europe, Google

La privacy è un'area davvero complessa in cui coesistono molti comportamenti e atteggiamenti con innumerevoli sfaccettature e talvolta questi aspetti sono contraddittori.

In collaborazione con Ipsos, abbiamo condotto una ricerca che ha coinvolto più di 7000 persone in cinque paesi europei.

Abbiamo scoperto che gli utenti vogliono non solo che i loro dati siano tutelati e protetti, ma anche che vengano utilizzati dalle aziende in modi molto sofisticati per offrire una sorta di plusvalore o ricompensa extra.

[TESTO SU SCHERMO] Approfondimento dalla ricerca:

[TESTO SU SCHERMO] Si basa tutto sul fornire valore

[TESTO SU SCHERMO] Rendi significative le tue attività di marketing

Quando le aziende chiedono di fornire informazioni personali, le persone sono disposte a condividere i propri dati se questa azione ha un valore significativo.

Per gli intervistati,gli elementi che hanno costituito un valore aggiunto sono stati l'offerta di un valore monetario o di un'azione che avrebbe comportato un risparmio di tempo, l'essere contattati nei momenti giusti e non in quelli sbagliati, e anche il fornire informazioni potenzialmente istruttive o addirittura divertenti.

Alcuni dei partecipanti al sondaggio hanno evidenziato casi in cui i brand sono stati in grado di utilizzare le informazioni su di loro per inviare messaggi davvero pertinenti e tempestivi.

Un buon esempio è costituito da una persona che ha condiviso informazioni con una compagnia aerea sulle dimensioni della propria famiglia, sul budget disponibile e sulla destinazione, per poi ricevere messaggi realmente personalizzati in base a quelle informazioni. È stato davvero apprezzato il fatto che l'azienda abbia utilizzato le informazioni in un modo così sofisticato per rendere i messaggi pertinenti.

Qualcun altro ha fatto l'esempio di un rivenditore di abbigliamento che ha utilizzato informazioni su girovita e altezza per fornire suggerimenti su capi di abbigliamento che altrimenti non avrebbe considerato.

Abbiamo anche scoperto che uno degli intervistati aveva acquistato un'opera d'arte da un mercante e in seguito aveva ricevuto dal venditore email con contenuti divulgativi sul mondo dell'arte.

E ha capito che quelle email successive continuavano ad aggiungere valore molto tempo dopo l'interazione e la transazione originali.

[TESTO SU SCHERMO] Approfondimento dalla ricerca:

[TESTO SU SCHERMO] I clienti vogliono il controllo

[TESTO SU SCHERMO] Rendi l'esperienza gestibile

Le persone vogliono sentire di avere il controllo dei propri dati, come di qualsiasi altro aspetto della propria vita.

Il modo in cui i brand possono dare il controllo ai clienti consiste in parte nel rendere gestibile il loro rapporto con i dati. I brand possono iniziare con l'assicurarsi di raccogliere le giuste preferenze degli utenti al momento della registrazione, consentendo loro di modificare facilmente le impostazioni e anche solo di cambiare atteggiamento e negare il consenso ogni volta che vogliono.

[TESTO SU SCHERMO] Approfondimento dalla ricerca:

[TESTO SU SCHERMO] Il ricordo è fondamentale

[TESTO SU SCHERMO] Rendi l'esperienza memorabile

Tutti condividiamo i dati con decine, se non centinaia, forse anche migliaia di aziende, e può essere molto difficile per noi monitorarle tutte.

Le persone pensavano che non fosse sufficiente aver dato in passato il consenso a condividere i propri dati con un'azienda.

Avrebbero davvero preferito di ricordare di aver dato il consenso perché questo contasse.

I brand potrebbero forse contattare più spesso i clienti per ricordare loro quali dati hanno condiviso, perché e quando lo hanno fatto e i fini per cui vengono utilizzate le informazioni.

Ricordando ai clienti quali dati hanno condiviso e perché, i brand migliorano il rapporto con gli utenti e aumentano la fiducia nel brand e nella sua etica.

[TESTO SU SCHERMO] Che cosa significa per i professionisti del marketing?

La privacy è un'area davvero complessa in cui coesistono molti comportamenti e atteggiamenti con innumerevoli sfaccettature e talvolta questi aspetti sono contraddittori.

Ma quello che abbiamo scoperto chiaramente è che se i professionisti del marketing riescono a rendere le esperienze significative, gestibili e memorabili per i loro clienti, allora questi percepiscono una sensazione di controllo.

La nostra ricerca dimostra che, quando le persone sentivano di avere il controllo dei propri dati, consideravano raddoppiata la pertinenza degli annunci di un brand e triplicato il loro positivo coinvolgimento emotivo nei confronti del brand stesso. Questo dato suggerisce che la privacy e il rendimento non devono necessariamente essere in conflitto tra loro.

[TESTO SU SCHERMO] Think with Google

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Ricerca sulla privacy: diamo un senso alle contraddizioni

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La mia famiglia non ha ancora capito cosa faccio in Google, anche se sono qui da 12 anni e faccio più o meno lo stesso lavoro. La migliore spiegazione per loro è dire che chiedo alle persone come usano Internet. [TESTO SU SCHERMO] Chiedilo a un ricercatore [TESTO SU SCHERMO] Che cosa pensano le persone della loro privacy online?

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Building the future of marketing together

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Building the future of marketing together

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Technology is powering more business growth around the world than ever before. And new consumer behaviors are redefining the role technology plays in everyday life. We see this in the surge of video watch time, the rise of browsing behavior on Search and the growth in online shopping. There is opportunity in all of this.

With the right tools, you can meet your customers where they are today while building resilience for tomorrow — and Google is here to be your partner. Your insights and feedback are helping shape every investment we’re making across Google Ads.

Throughout Google Marketing Live, you’ll see the many ways we’re working to help you unlock growth for your business and navigate today’s rapidly shifting advertising landscape. Join us at 9:00 a.m. PT (12:00 p.m. ET) to hear about Google’s latest product innovations across Ads and Commerce. Here’s a preview of some of those announcements.

Reimagining the future of marketing across Search and YouTube

Consumers are turning to Google Search and YouTube more than ever for help with purchase decisions. In fact, we see over one billion shopping journeys happen across Google every day.¹

When it comes to shopping on Google Search, we’ve made the experience more natural and intuitive. Categories like apparel have seen tremendous success as consumers explore information in more visual and browsable ways. Later this year, advertisers will be eligible to show new, highly visual Shopping ads to U.S. customers. These will be clearly labeled as ads and will be eligible to appear in dedicated ad slots throughout the page.

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Reimagining Shopping ads in new, visually engaging search results (U.S.-only search results)

However, nothing can quite replace seeing a product in person or bringing it home to try out. Augmented reality (AR) on cameras gets us close, and shoppers are ready for it. More than 90% of Americans currently use, or would consider using, AR for shopping.² Soon, merchants will be able to have 3D models of their products appear directly on Google Search, allowing shoppers to easily see them in their spaces.

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Augmented reality in Search provides a fully immersive shopping experience

In the coming months, you’ll also be able to promote your loyalty benefits to potential customers in the U.S. when they’re shopping across Google. Loyalty programs represent a meaningful relationship between you and your customers, and soon you’ll be able to easily integrate them with Google Ads.

Showcase your loyalty benefits across Google to consumers in the U.S.

Using Performance Max campaigns — along with a product feed — you’ll be able to drive more online loyalty sign-ups across YouTube, Display, Search, Discover, Gmail and Maps.

Starting today, your Video action campaigns and App campaigns will automatically scale to YouTube Shorts. YouTube Shorts now averages over 30 billion daily views — four times as many as a year ago — and we want to help you reach people immersed in this short-form content.³ Later this year, you’ll also be able to connect your product feed to your campaigns and make your video ads on YouTube Shorts more shoppable. We've been experimenting with ads in YouTube Shorts since last year, and we’re now gradually rolling that out to all advertisers around the world. This is an exciting milestone for advertisers, and a key step on our road to developing a long-term YouTube Shorts monetization solution for our creators, which we'll share more about soon.

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Product feeds on Video action campaigns will roll out to YouTube Shorts later this year

Delivering better results with automation and insights

The best way to unlock growth for your business is combining your data and marketing expertise with Google’s machine learning. This means building automated products that meet your objectives and are simple to use.

Performance Max campaigns are a powerful tool for helping you meet consumers where they are across Google channels. In fact, advertisers that use Performance Max campaigns in their account see an average increase of 13% total incremental conversions at a similar cost per action.⁴ ⁵ Today, we’re announcing six upcoming additions:

1. More tools for experimentation, like A/B tests to see how Performance Max is driving incremental conversions.
2. Expanded campaign management support in Search Ads 360 and the Google Ads mobile app.
3. Support for store sales goals to optimize for in-store sales, in addition to store visits and local actions.
4. Maximize impact with burst campaigns for a set time period to help meet in-store goals during seasonal events.
5. New insights and explanations, including attribution, audience and auction insights so you know what’s driving performance.
6. Optimization score and recommendations so you can see how to improve your campaign.

Rothy’s, a sustainable brand known for its iconic shoes and accessories, turned to Performance Max to connect with customers across channels. As a result, they increased conversions by 60% and grew revenue by 59%.

Insights page uses machine learning to identify new pockets of consumer demand and provide personalized trend data. Only Google can surface these types of insights, based on the billions of searches we see every day and the millions of signals we analyze for every ad auction. Today, we’re introducing three new reports that will roll out over the coming months:

1. Attribution insights show how your ads work together across Google surfaces — like Search, Display and YouTube — to drive conversions.
2. Budget insights find new opportunities for budget optimization and show how your spend is pacing against your budget goals.
3. Audience insights for first-party data show how your customer segments, like those created with Customer Match, are driving campaign performance.

Screenshot of the attribution insights report with a bar graph titled “multi-touch conversion paths”

Attribution insights show how your ads work together to deliver results

Screenshot of the budget insights report that highlights insights for a campaign

Budget insights show how your budgets are pacing and identify optimization opportunities

Screenshot of audience insights report that highlights top performing audience segments

Audience insights show which customer lists are driving performance

Building resilience in a shifting landscape

At Google we’re driven by a shared goal: to be the most helpful company in the world. But we know that our products can only be as helpful as they are safe. That's why we’re launching innovations like My Ad Center later this year to keep users in control of their privacy and online experience. People will be able to pick the types of ads they want to see more or less of, and control how their data informs ads they see across YouTube, Search and Discover.

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Control your ads experience in My Ad Center

And these solutions can and should still work for advertisers. We can both advance privacy and continue supporting the ecosystem.

Join us at Google Marketing Live

What an extraordinary time to be in this industry — my team and I are humbled to be on this journey with you. It’s a big moment for all of us, and I know that we can meet it by working together.

Join us today at Google Marketing Live at 9:00 a.m. PT (12:00 p.m. ET) to learn more about these and other ads innovations and commerce announcements. We hope to see you there!

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Building the future of marketing together

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At Google Marketing Live, we’ll share new Google Ads innovations that will help you drive results today and build resilience for tomorrow.

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Codici culturali: come la pubblicità nativa della piattaforma introduce l'aspetto umano nella creazione dei brand

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Codici culturali: come la pubblicità nativa della piattaforma introduce l'aspetto umano nella creazione dei brand

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Have you ever decided the best thing to wear to a house party is a suit? Most of us wouldn’t do that in real life, so why would we do it on social media?

In a study of Instagram Stories ads we conducted in 2019, we found that ads that were shot on mobile and that exhibited a more lo-fi, language of the platform feel outperformed more polished studio ads for ad recall (with 78% probability) and content views (with 84% probability)¹ . And in a meta-analysis that compared VPS (video production score) to creative impact, we found that in some verticals, such as technology and retail, a lower VPS was correlated with higher creative impact² .

As social media matures, we are seeing more brands building natively—for the platform, for the context, and for the most effective delivery possible. And although this style of communication is not new, it is very much now. But why?

Part of it is that we all have smartphones, and we all have access to a potentially limitless audience. In a sense, we are all creators, and the effect of this huge democratization is that the type of content we create and share is immediate, lo-fi, in-the-moment snapshots of our lives.

​​But it’s also being driven by something more fundamental, which is a shift we’re seeing away from perfection and polish, towards a culture that instead celebrates what’s unpolished and real. In a recent report from consumer insights company YPulse, a survey found that 84% of young consumers agreed with the statement that “I like it when content from brands is not perfect” and 79% of them agreed they are “tired of seeing perfect images in advertising.”³

Culture on our platform is driven by people. And that culture has its own language—relatable, unpolished and above all, human. Creativity here feels like it’s made by people, for people. When brands understand prevailing culture codes, they communicate as peers, establishing relatability and trust through a shared language.

Here are 6 ways that brands are driving relevance by harnessing the codes of culture:

1
They have real people telling real stories, inviting employees or customers to deliver their message.

Whether it’s featuring your employees or customers, putting real people center stage gives your story credibility and relatability.

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2
They use the language of the platform to signal their place in feed and, therefore, in culture.

Whether it’s adopting a recognized and repeatable behavior, like a dance or transition effect, or integrating the visual codes of the platform into your content, using culture codes is about communicating with empathy to drive relatability.

3
They harness the power of creators to establish trust and relatability.

63% of 18 to 34-year-olds trust what a creator says about a brand more than what the brand says about itself.⁴ It’s no surprise that creators are at the forefront of setting the tone for platform language, and brands that understand culture codes harness the power of creators to tell the stories they can’t tell themselves—benefiting from credibility and relevance by proxy.

4
They take us behind the scenes to be part of the process.

Brands that understand culture codes lift the veil on artifice. The “how I made this” video is a wildly successful formula for many creators.

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5
They use lo-fi editing techniques that feel handmade and human.

Luxury brands offer a masterclass in using lo-fi production tools and techniques to suggest a sense of hand-crafted intrigue.

6
They use humor to dissolve boundaries between brand and audience.

Humor is a great leveler, and it dissolves the boundaries between brand and audience, making brands accessible and relatable in one breath—or rather, one smile. This is particularly true for Reels, where there’s no right way to create.

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Culture Codes: How Platform Native Advertising Builds Brands With Humanity

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Brands share 6 tips on using platform native advertising to drive relevance and the power of lo-fi production.

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Tech is always political. The way data is collected and handled is often biased, and many products are neither accessible nor inclusive. Ethical Design Guide is made to share resources on how to create ethical products that don't cause harm. More links will be added continuously, and shared through a monthly newsletter.

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Tech is always political. The way data is collected and handled is often biased, and many products are neither accessible nor inclusive. Ethical Design Guide is made to share resources on how to create ethical products that don't cause harm.

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The future of colour analysis in the metaverse, in conversation with a Pantone colour specialist

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The future of colour analysis in the metaverse, in conversation with a Pantone colour specialist

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There is no denying that the rise of the metaverse has had an important impact on the fashion industry throughout the start of this year, whether it be big name designers releasing digital collections or the launch of the long-awaited Metaverse Fashion Week (MVFW), which took place in March.

Despite the continued move into the virtual sphere, trends, particularly colour trends, still hold a meaning to brands, and the sudden hike in digitisation offers new opportunities to those looking to dip their toes into augmented reality fashion.

“Because the gamut of colour we can see onscreen is almost unlimited as compared to what we can consistently physically reproduce in the physical world, the digitisation of fashion opens a world of possibilities for the future of colour in the industry,” said Laura Pressman, vice president of Pantone Color Institute, in a conversation with FashionUnited.

Speaking in an interview, Pressman outlined what the future of colour analysis looks like, Pantone’s place in the metaverse and what opportunities there are for both designers and colour in the digital landscape.

Metaverse Fashion Week as a new form of commentary

The online world, for many brands, is an unexplored zone, presenting many opportunities that are yet to be unveiled and experimented with. While MVFW was a highly anticipated event and enabled many to take their first steps into the uncharted territory, the final outcome still came with its own pitfalls, presenting areas that could be built on and improved if it ever became a yearly, or even biannual, occasion.

However, despite the poor graphic quality and often lack of technical structure, MVFW did bring in a new fashion-led crowd to the Decentraland platform, many of which were experiencing the metaverse for the first time. A cohort of designers, including Tommy Hilfiger and Philip Plein, also took to the online stage to test the virtual waters.

Image: Decentraland, MVFW Venue

“The metaverse, but more specifically MVFW, is a brand new space where designers and brands are trying to pave their own way and determine how they want to be represented,” Pressman said. “Is it best to duplicate the same look for digital, or is it best to use this opportunity to create an entirely new collection?”

It was this question that was an evident part of what was shown at the event, as designers and brands presented an array of takes on how to approach the metaverse. While Etro drew influence from its past season’s collection, Dolce & Gabbana opted for an entirely new line that pushed the boundaries beyond real world capabilities.

“At a high level, you saw designers presenting some of the same fashion that they did for their physical collections, whereas others showed a completely different line-up using colours whose brightness and vibrancy was very well suited to the digital environment,” Pressman noted. “Right now, we are in the experimental phase, so an approach that a designer may have taken at the first-ever MVFW could change as they continue their journey in this space.”

On whether she thought MVFW would hold any weight in the industry in future years, Pressman said: “We do believe this digital fashion event has a place in the industry’s future, but this will take a good deal of time, and it is still too early to tell if it will be as influential or if it will be influential in a different way compared to today’s real-life fashion shows.”

Pantone’s place in the metaverse

Pantone itself has also been making subtle steps into the metaverse with the launch of a non-fungible token (NFT) collection inspired by its colour of the year for 2022, Very Peri, which was also influenced by the online world. The digital artwork, created in collaboration with multidisciplinary artist Polygon1993, similarly explores the use of colour online, using various technological techniques to achieve different effects, like the illusion of movement.

The limited NFTs, which were distributed in partnership with blockchain network Tezos, were handed out free of charge to those interested.

Image: Pantone, Very Peri NFT x Polygon1993

Referencing the release, Pressman said: “With trends in gaming, the expanding popularity of the metaverse and rising artistic community in the digital space, creating NFTs we could share with our audience in Pantone 17-3938 Very Peri allowed us to illustrate the fusion of modern life and how colour trends in the digital world are being manifested in the physical world and vice versa.”

On the possibility of Pantone expanding on its digital analytical capabilities, Pressman commented: “Digital fashion is a very new concept and we are currently exploring our role in the digital universe, looking at different ways to best lead our global audience into this new environment. This could include the introduction of relevant colour palettes intended strictly for this area, showing colours with texture, finishes or gradients that lend themselves to this space, or highlighting colour trends for the metaverse, just as we do for design across the physical world.”

The possibilities of digital colour analysis

Image: Decentraland, The Fabricant

Pantone’s Fashion Colour Trend Reports have become a regular fixture for New York and London fashion weeks, each outlining the expected colour combinations to look out for – a feature that could potentially be introduced for future metaverse events. “As we explore our role in the digital world, a report dedicated to colour trends in the metaverse is something we’re exploring,” Pressman suggested.

An array of opportunities could be explored for such a report, and, while many designers could use similar colours in both the digital and physical space, there is plenty of room for others uses of a metaverse colour trend report. One example spoken about by Pressman is simply that of inspiration. “From there,” she continued, “a designer may decide to ‘amp’ up the brightness of a colour, add a metallic finish, or infuse a gradient or iridescence into the colours they are showing.”

While the possibilities seem endless, there are still barriers to producing an analysis for digital colour. “First and foremost, colours in the digital environment will not appear consistently across different screens so what may look to be blue on my screen, for example, could look to be a shade of purple on yours,” she noted.

Pressman also questioned whether the finish of a garment was something to still be considered. “Colours in the digital space often appear heightened with the use of lighting playing a key role,” she said. “These are all things that need to be considered when analysing colour in the digital space.”

Image: Decentraland, MVFW Venue

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The future of colour analysis in the metaverse, in conversation with a Pantone colour specialist

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There is no denying that the rise of the metaverse has had an important impact on the fashion industry throughout the start of this year, whether it be big...

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Performance Max è il futuro del marketing

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Performance Max è il futuro del marketing

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Gli impegni e le esigenze di tutti i giorni sono talmente tanti che rimanere concentrati è davvero difficile. Notifiche del telefono, fitness tracker, orario di lavoro interminabile, impegni familiari e addirittura il nuovissimo gioco Wordle, solo per fare qualche esempio.

Anche i professionisti del marketing oggi sono sottoposti a una pressione simile. Gli imprevedibili comportamenti dei consumatori in così tanti canali e dispositivi rendono difficile entrare davvero in contatto con le persone. Per i professionisti del marketing è complicato capire quali canali usare per raggiungere i clienti in modo efficace.

Le campagne Performance Max, ora disponibili per gli inserzionisti di tutto il mondo, offrono una soluzione semplificata: consentono di aggregare gli annunci su ogni canale Google in un'unica campagna, dando, inoltre, priorità agli obiettivi di marketing. Sono pensate per raggiungere gli utenti giusti nel momento giusto, con il messaggio più opportuno e sui canali più adeguati, tra cui la rete di ricerca, YouTube, la Rete Display, Discover, Gmail e Maps.

Con Performance Max, ogni asset a disposizione viene incluso in un unico "pacchetto" che comprende testo, immagini e video. Questi asset vengono poi combinati utilizzando il machine learning per creare annunci personalizzati e coinvolgenti che vengono mostrati ai clienti sui canali Google. La campagna utilizza le offerte automatiche per raggiungere un unico obiettivo, dalla generazione di lead alle vendite online, entro i limiti di budget e in tempo reale.

Inoltre, Performance Max ti consente di raggiungere un numero maggiore di persone, tra quelle più rilevanti per te. Collegando i tuoi dati proprietari, può aiutarti a trovare più clienti di fascia alta, consentendoti al contempo di entrare in contatto con nuovi segmenti che prima non avresti immaginato di raggiungere.

Diversi brand in Europa, Medio Oriente e Africa hanno già iniziato a testare queste campagne. Finora, è emerso che gli inserzionisti che utilizzano le campagne Performance Max nel loro account registrano un aumento medio del 13% delle conversioni incrementali totali, a un costo per azione simile. ¹ Ecco cosa hanno imparato durante queste prove.

Crédit Agricole: trovare nuovi mutuatari under 36 a costi minori

In Italia l'istituto bancario Crédit Agricole è stato tra i primi protagonisti della finanza a testare Performance Max, in combinazione alle già esistenti campagne pubblicitarie della rete di ricerca. Il mercato nazionale dei mutui è altamente competitivo e Crédit Agricole ha deciso di sfidarlo con un prodotto per gli under 36, "Mutuo Giovani". In fase di lancio, quindi, la banca ha avuto la necessità di raggiungere un target specifico, che richiedesse maggiori informazioni sul mutuo, mantenendo, però, stabile il costo per ogni nuovo lead generato.

Grazie alla collaborazione con l'agenzia Hearts&Science, la banca si è affidata all'automation e al machine learning, testando per la prima volta Performance Max. Le creatività hanno avuto come protagoniste persone under 36 e sono state pubblicate sui vari canali Google: rete di ricerca, YouTube, Gmail, Rete Display e Discovery.

I risultati ottenuti hanno incoraggiato Crédit Agricole a continuare il percorso verso l'automazione e a rendere le campagne Performance Max sempre attive, con l'obiettivo di generare lead. Il Managing Director di Hearts&Science, Emanuele Giraldi, afferma: "Una crescita esponenziale è possibile solo se ogni giorno scegliamo di testare e migliorare". La banca ha ottenuto costi inferiori del 65% rispetto alle campagne sulla rete di ricerca e un tasso di conversione superiore del 29% rispetto ai suoi annunci sulla rete Display.

Le conversioni provenienti da campagne Performance Max rappresentano ora il 24% del totale. Marco Carola, Head of Digital Marketing & Acquisition di Crédit Agricole, afferma: "Avevamo bisogno di accelerare e muoverci sempre più verso l'automazione. Ora possiamo sfruttare i segnali derivanti dal target e ottenere risultati incrementali."

Generali Svizzera: il potere dei video per incrementare le conversioni

In Svizzera la compagnia assicurativa Generali ha deciso di sperimentare una nuova soluzione per promuovere i prodotti di assicurazione auto e ottenere risultati incrementali nelle conversioni. Per questo, insieme a Dentsu Switzerland, la società ha iniziato a testare Performance Max, con un'ottica incrementale a tutte le campagne pubblicitarie Google Ads già attive su rete di ricerca, Display e video.

La compagnia ha dimostrato lo spirito di innovazione che da sempre la contraddistingue, facendo leva su machine learning e Smart Bidding per ottimizzare in tempo reale il budget a disposizione e raggiungere gli obiettivi prefissati. Per arricchire il pacchetto di asset creativi pubblicati sui canali Google, Generali Svizzera ha anche sfruttato Video Builder, un nuovo strumento che permette di creare annunci video direttamente in Google Ads. Mattia Lovallo, Digital Strategies & Campaign Management Expert di Generali Svizzera: "Innovazione e semplicità. In Generali crediamo in questi valori che sintetizzano al meglio le soluzioni Google "Performance Max" e "Video Ad Builder". Oltre ad aver ottenuto migliori risultati, abbiamo anche ridotto il time-to-market."

La campagna Performance Max ha permesso a Generali Svizzera di generare il 22% di conversioni in più per i suoi prodotti di assicurazione auto, con un costo per conversione inferiore del 18% rispetto alle altre campagne Google Ads.

Generali Svizzera e Dentsu stanno pianificando di utilizzare Performance Max per tutte le campagne dell'anno. I video sono stati la chiave del successo, come afferma Karlijn Corbran, Team lead Search and Social di Dentsu: "Video Builder ci ha ulteriormente aiutato a sfruttare il potere dei contenuti video contribuendo ai grandi risultati della campagna".

eCampus: ottenere lead di qualità con l'automazione

L'Università eCampus è tra i principali atenei online d'Italia, con oltre 70.000 studenti iscritti. Negli ultimi mesi, a causa della domanda crescente di corsi virtuali, dovuta ai bisogni delle persone scaturiti durante la pandemia, l'ateneo si è trovato a dover affrontare costi sempre più alti per acquisire nuovi alunni e incrementare il volume di iscrizioni online. Non solo: eCampus puntava a ottenere lead qualificati, cioè persone altamente interessate al servizio, per facilitare il carico di lavoro del call center e migliorare il tasso di conversione di iscrizioni.

Per prima cosa, l'ateneo ha ristrutturato le proprie campagne pubblicitarie sulla rete di ricerca Google Ads, poi ha adottato Performance Max con un approccio full-funnel con cui ha integrato le campagne sulla rete di ricerca, discovery e video per azione. eCampus ha impiegato le creatività più performanti e, per aiutare il sistema di machine learning a ottimizzare il budget, ha utilizzato un'ampia varietà di audience, comprese quelle derivate da dati di prima parte.

Con questa modalità eCampus è stata in grado di aumentare del 39% le iscrizioni ai propri corsi universitari, a un costo del 65% inferiore rispetto alle campagne sulla rete di ricerca. Anche il costo per ogni lead qualificato è diminuito del 34% rispetto agli annunci precedenti.

L'automazione, secondo Francesca Nardi, Digital Marketing Director di eCampus University, è stata la soluzione giusta per "ottenere un volume più alto di iscrizioni, in modo semplice ed efficiente".

Best practice per sfruttare al meglio Performance Max

Con sempre più professionisti del marketing che utilizzano Performance Max, nuove best practice continuano a emergere. Abbiamo visto che impostare obiettivi chiari, consentendo alla campagna di dare automaticamente priorità ai tipi di conversioni più importanti per la tua attività, indipendentemente dal canale, è un fattore determinante per la crescita aziendale. Le campagne traggono vantaggio da un budget appropriato che consente di ottenere risultati ottimali. Per il sistema di automazione di Performance Max è anche fondamentale sapere quali conversioni sono più importanti per la tua attività rispetto ad altre. Inoltre, come dimostrano i casi riportati sopra, più asset e opzioni fornisci a Performance Max e più combinazioni il sistema può creare per consentirti di entrare in contatto con il pubblico giusto nei posti giusti e, in definitiva, raggiungere i tuoi obiettivi.

I retailer possono eseguire l'upgrade delle loro campagne Shopping intelligenti e locali a Performance Max, tramite uno strumento di upgrade con un solo clic disponibile in Google Ads.

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Performance Max è il futuro del marketing

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Gli impegni e le esigenze di tutti i giorni sono talmente tanti che rimanere concentrati è davvero difficile. Notifiche del telefono, fitness tracker, orario di lavoro interminabile, impegni familiari e addirittura il nuovissimo gioco Wordle, solo per fare qualche esempio. Anche i professionisti del marketing oggi sono sottoposti a una pressione simile.

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Quattro raccomandazioni per una strategia performance di successo

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Quattro raccomandazioni per una strategia performance di successo

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In un mondo dove la competizione è crescente, le aziende di tutte le dimensioni devono capire come ottenere il massimo dai loro budget di marketing. I singoli ads devono essere altamente efficienti e puntare a raggiungere il maggior numero di persone con il miglior ritorno sull'investimento. Questo è il motivo per cui il performance marketing è una componente cruciale del marketing mix.
Ed è qui che entra in gioco TikTok - la casa della creatività e dell'autenticità dove gli annunci pubblicitari risuonano e colpiscono.

Per noi, ci sono quattro raccomandazioni che dovresti seguire per pianficare la tua prossima campagna di performance marketing su TikTok.

1. Inizia dalla base: il tracking

Perché il tracking è importante ? Che si tratti di web o app tracking (ad esempio Pixel, MMP, Events API), l'implementazione di questi strumenti è fondamentale e potente per consentire ai brand di:

Creare le proprie audience - costruire una target audience basata sulle azioni dei visitatori del sito web, come le visualizzazioni delle pagine o gli acquisti, per ricoinvolgere precedenti visitatori del sito web o creare modelli lookalike

Ottimizzare - utilizzare segnali per alimentare l'algoritmo e trovare utenti più propensi alla conversione

Misurare - comprendere quali strategie funzionano meglio e misurare il ritorno sulla spesa pubblicitaria (ROAS) in base a una serie di eventi definiti

Per una strategia di performance di successo, è importante tracciare gli eventi importanti durante l'intero customer journey, dalla visualizzazione della pagina all'acquisto. Più eventi misuri, più granulare sarà il tuo reporting, che ti aiuterà a capire meglio dove i tuoi clienti stanno abbandonando.
Suggerimento: ottieni il massimo nel tracciamento e nel targeting con Advanced Matching, che ti aiuta ad abbinare meglio gli eventi del sito web con gli utenti su TikTok. Le aziende di eCommerce che hanno attivato Advanced Matching hanno visto un risparmio del +35% nel costo per acquisizione(1).
2. Sfrutta al massimo le strategie di audiences

TikTok Ads ti fornisce varie opzioni di targeting in modo da poter definire da chi vuoi che i tuoi annunci vengano visualizzati.

Una strategia di targeting efficace può accorciare il periodo di test e learn, trovare utenti potenziali su TikTok, e alla fine ottenere risultati migliori.

La targettizzazione su TikTok permette ai brand di raggiungere un pubblico attivo e coinvolto attraverso la selezione degli interessi - basato sugli interessi a lungo termine degli utenti in piattaforma- e il comportamento - l'interazione degli utenti con i contenuti.

I brand possono ampliare o restringere il loro pubblico in base alla strategia scelta per le loro esigenze aziendali. Considerate la possibilità di creare diverse opzioni di targeting includendo o escludendo diversi tipi di pubblico per assicurarvi di guidare in modo efficace il vostro business.

Come ulteriore passo, la piattaforma di TikTok di audience data management permette ai brand di costruire funzionalità flessibili e scalabili per reingaggiare i clienti esistenti e attrarne di nuovi.

La funzionalità di TikTok di smart targeting aiuta a massimizzare efficienze e risultati.

Usa Targeting Expansion per migliorare l'efficacia dei tuoi ads e aumentare le conversioni. Espandi automaticamente il raggio del tuo pubblico per tutta la durata della campagna. Grazie alla forza del nostro sistema di raccomandazione, Targeting Expansion si basa su un criterio di targeting espandibile, relativo al tuo settore, agli obiettivi della campagna e alle caratteristiche del pubblico convertito all'interno del gruppo di annunci corrente.

3. Ottimizza le creatività

La creatività è l'elemento alla base dell'efficacia della pubblicità.

Rendi il tuo annuncio vivace: utilizza diverse scene, stili, angoli e transizioni per mantenere il pubblico coinvolto.

Incoraggia il tuo pubblico all'azione: mostra chiaramente le offerte e incoraggia gli utenti ad agire.

Usa CTA chiare: Invita gli utenti ad agire con una chiara call to action

Secondo Nielsen, il 47%(2) dell'aumento delle vendite di un brand è la conseguenza di una buona creatività, più di qualsiasi altro elemento pubblicitario.

Cosa dovrebbero considerare i brand per assicurarsi di comunicare con un approccio TikTok-first?

Per iniziare velocemente, i brand possono riutilizzare le creazioni da altre piattaforme utilizzando gli strumenti di Ads Manager Creative per renderle più adatte a TikTok. Man mano che si va avanti nel pensare a delle strategie di marketing su TikTok, è necessario però abbracciare il linguaggio della piattaforma - lavorando con il marketing interno o con partner creativi - sarà la carta vincente per ottenere successo a lungo termine. Costruire una pipeline di 5-10 nuove creatività a settimana è l'ideale per garantire freschezza e catturare l'attenzione del vostro pubblico.Per rendere la produzione di ads su TikTok ancora più facile, abbiamo una suite di strumenti creativi e partner per supportare l'ideazione, la produzione e l'efficienza degli annunci.

Creative Center: scopri cosa è trend in tempo reale

Creative Toolkit: una serie di strumenti creativi che rendono le cose più facili in ogni fase del processo creativo, dalla nascita di un'idea alla produzione
Suggerimento: Ottimizza la campagna con ACO (Automated Creative Otpimization), combina automaticamente le risorse creative e ottimizza la delivery per annunci più performanti. Il sistema testerà diverse combinazioni di annunci e metterà in pausa quelli meno performanti mentre manterrà gli annunci più performanti attivi automaticamente.
Creative Exchange: un accesso immediato a una selezione di partner creativi del settore che sanno come avere successo su TikTok

Ottieni il massimo dei risultati attraverso il nostro formato Spark Ads. Attraverso Spark Ads, visualizzato dagli utenti come un formato nativo, i brand possono unire la potenza di TikTok organici o di post di contenuti brandizzati di creator con la forza della targetizzazione, con obiettivi di ottimizzazione e misurazione. Gli annunci Spark Ads consentono di lanciare rapidamente campagne utilizzando contenuti esistenti e aumentare le performance generando in media un miglior engagement rate (+140%)(3) e conversion rate (+43%) (4).

4. Adotta un approccio di Test & Learn

Il modo migliore per approcciare le campagne di performance marketing su TikTok è utilizzare un approccio Test & Learn. Utilizzando la sperimentazione e l'analisi per identificare le aree di miglioramento i brand possono ottenere risultati di business migliori.

Ogni brand è diverso e l'esecuzione di un flusso costante di test sperimentali è fondamentale per capire cosa funziona meglio per il vostro su TikTok. Questo significa creare contenuti autentici e coinvolgenti, pubblicarli su TikTok per vedere come perfomano e, se necessario, modificarli per renderli ancora più efficaci, o identificare le migliori strategie di targeting per valutare quale guida il ROAS più alto per i vostri account.

Fonti:

(1): Results are based on a study using data from Shopify advertisers in US & EU regions
(2): Nielsen Catalina Solutions, 2017, Period 2016 - Q1 2017, analysis of nearly 500 campaigns across all media platforms
(3): Spark Ads performance comparison with Non-Spark In-Feed Ads, Q4 2020-Q2 2021, TikTok Internal Data
(4) Spark Ads performance comparison with Non-Spark In-Feed Ads, Q4 2020-Q2 2021, average data of all CVR/CPM-metrics available offering, TikTok Internal

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In un mondo dove la competizione è crescente, le aziende di tutte le dimensioni devono capire come ottenere il massimo dai loro budget di marketing. I singoli ads devono essere altamente efficienti e puntare a raggiungere il maggior numero di persone con il miglior ritorno sull'investimento.

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If You Are Looking to Write for Publications, Start Here

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If You Are Looking to Write for Publications, Start Here

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Medium 101

Photo: FrankRamspott/Getty Images

This post was updated in April, 2022
On Medium you'll find stories from both individual writers and publications. Publications vary in size and scope, and may be powered by a single writer or multiple writers, but they generally feature stories that share a common theme.

There are a number of different types of publications on Medium. Some publications are run by Medium's content group. These include: Human Parts, and . These publications highlight editors' picks of some of the best stories we find on the Medium platform, and for the most part do not take unsolicited submissions.

But there are lots of publications on Medium that do take submissions. There are publications Medium partners with like Towards Data Science,, and An Injustice!And there are many user-generated publications that feature all kinds of writers and topics, like The Belladonna, or . Each publication has its own subject area, submission policies, audience, and publishing practices, so it's important to familiarize yourself with the publication before submitting to them.

It's also helpful to think through what your goals are in working with a publication. Your goals will help inform your strategy for submitting to publications. Here are a few possible motivations for working with a publication and how they may impact your publishing strategy:

Publishing for influence and recognition. If you're interested in building a professional writing portfolio, you can find publications that have a strong reputation for quality writing.

Editorial support. Some publications have editors on staff who will work with you to shape your story for publication. If you are looking for this kind of editorial support, seek out publications who provide editing services as part of the submission process.

Hone your craft. These are similar to publications that cultivate community, but in this case, they are specific to the writing topic and provide advice and support.

Compensation. If you're interested in getting paid for your writing, look into the publication's submission guidelines and terms. Some publications will commission stories. Other publications may rely solely on Medium's Partner Program for payouts.

Grow your readership. You can explore the stories within a publication to get an idea of the amount of engagement they generally receive. You can also explore topics to see which pubs contribute stories to topics you are interested in writing for. It can also be helpful to look into a publication's social media presence: Who is their audience, and how do they promote their writers' stories?

A few things to consider before you submit:

What kinds of stories are featured in the publication? Browse the publication to better understand the types of stories it publishes. Look at the overall quality of the writing in the publication, and look at how the stories are formatted. Note the topics covered in the publication and the tone of the writing. Do they feel like a good fit for your style of writing and the topics you like to write about? As a reader, do you enjoy the stories in the publication? If the stories are compelling to you, that's a great sign.

What is the publication's focus? The most rewarding publications for writers tend to have a strong sense of focus. Browse the publication's homepage and ask yourself: What is this publication's unifying theme or focus area? Does it have one?

Who edits the publication? Who are the editors behind the publication? How do they describe themselves and their work on the publication's homepage and about page? Do they publish on Medium? Click through to their profiles and browse their work.

What writers contribute to the publication? Look at the writers who contribute to the publication. Does their style, approach, area of focus feel similar to yours? Would you like to be featured alongside them?

What's the submissions process like? Some publications use submission forms, some use an email address; some require you to publish on the platform first, and others request drafts. You can generally find this information under the submission guidelines listed in a publication's header or on its about page, or by reaching out to the publication directly through email. Alternatively, editors may reach out after seeing your story published on the platform, finding it through topics or through browsing tags.

What level of control do you want to retain over your story? It's important to be aware of some of the mechanics of working with a publication. A story can only be in one publication at a time, so placing your story in a publication that feels like the right fit is key. Once a story is included in a publication, the publication's editors can see any private notes left on a story and can also see a story's stats.

Publication editors also have the ability to change your story, including making edits, changing tags, or adding content. This additional content sometimes takes the form of a "call to action" - such as an email sign-up - that benefits the publication, usually added at the end. Remember: Everything in your story is subject to the distribution guidelines, including anything added by a publication. When submitting to a publication, be sure you're comfortable with any changes made to your work.

To get started with publications on Medium, try browsing your homepage and the topics you're interested in reading and writing about. Notice which publications your favorite writers and stories appear in. You can also search for publications from the Medium homepage: just search keywords that interest you and click publications at the top of your search results.

For more information on publications, head to our help center.

To help you consider an offer from a publication, check out " On receiving private notes from publications."

Here are the submission guidelines for some popular publications on Medium, grouped by topic:

Programming & Data Science

Design

Business

Culture

Humor

Personal Development & Writing

✍️ What's your story? Start writing.

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If You Are Looking to Write for Publications, Start Here

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This post was updated in April, 2022 On Medium you'll find stories from both individual writers and publications. Publications vary in size and scope, and may be powered by a single writer or multiple writers, but they generally feature stories that share a common theme.

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Facebook Pulls the Plug on Podcast Business After a Year

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Facebook Pulls the Plug on Podcast Business After a Year

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Introducing New Ads and Messaging Tools for Small Businesses

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Introducing New Ads and Messaging Tools for Small Businesses

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Introducing New Ads and Messaging Tools for Small Businesses

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We’re announcing new tools for businesses to manage conversations and ads, as well as more ways to generate leads and share more about their business.

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The first-ever Patreon Creator Census | Patreon Blog

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Here are the results from our 2022 Patreon Creator Census.

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"We analyzed over 81M Instagram feed posts (excluding Reels) to find the answer, and the results are in.

Carousel posts have the highest average engagement rate of all feed post types

Images have a slightly higher average engagement rate than video feed posts (excluding Reels)

Average engagement rates have dropped for all feed post types over time

Carousel posts have consistently had the highest average engagement rates of all feed post types"

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The types of posts you can share on your Instagram feed have evolved over the years - from single images, to carousel posts, to videos.

But what type of Instagram post performs best when it comes to engagement?

We analyzed over 81M Instagram feed posts (excluding Reels) to find the answer, and the results are in.

Hint: Users like to swipe.

What Type of Instagram Feed Post Gets the Most Engagement?

Using data collected from January 1, 2021 to February 28, 2022, we analyzed over 44M Instagram feed posts (excluding Reels) and discovered:

But has this always been the case?

We investigated further and analyzed an additional 37M Instagram feed posts - this time including posts from 2020:

As you can see, there are two main insights:

Let's dig into why this is the case...

Why Is Instagram Engagement Declining for Feed Posts?

The data is clear: Instagram engagement is dropping for feed posts (photo, carousel, and video) year-over-year.

The reason? Instagram Reels.

Instagram has made no secret that Reels are a major priority for the app, and as such, other post types have taken a back seat (for now).

The good news? You're not alone! We're all in the same boat, so try not to take it too personally.

With an updated algorithm, new Instagram feeds, competition from TikTok, and users setting boundaries with their social media usage, it makes sense that what "works" on Instagram is changing.

Which means it's time to pivot.

In 2022, it's all about experimentation! This is the perfect time to try:

Reels! If you're not creating Reels yet, now's the time start. Think about how you can translate your usual content into this format - it could be as simple as layering several images or Stories in time to a trending audio track.

User-generated content. If you're not ready to jump on camera, think about how you can leverage your community. Just remember to always get permission before you share.

Getting personal and investing in storytelling. Traditional feed posts may not perform as well as they once did, but they're not completely out of the picture either. Use your captions to build connections and encourage engagement - plenty of creators are still seeing success by sharing relatable photos, carousels, and video posts.

FYI: You can schedule Instagram posts in advance with Later and they'll automatically publish at your chosen date and time. Sign up today - for free!

Why Are Instagram Carousel Posts the Best Type of Feed Posts for Engagement?

Based on Later's study, carousel posts have consistently outperformed image and video posts over the years.

Which isn't too surprising considering how effective they are at driving engagement.

First, time spent is an indicator for Instagram's algorithm, and you spend more time scrolling through a carousel post than a single photo.

Second, carousel posts often surface in users' feeds more than once, doubling (or tripling) the opportunity for likes, comments, and shares.

The format also lends itself to sharing more authentic and personable snapshots - hello, photo dump trend - which can be more engaging than a static image or aesthetic video.

So, if you want to increase your engagement on Instagram, getting creative with carousel posts is a good idea.

Here's how you can get started:

3 Ways to Create Engaging Carousel Posts

Tip #1: Create a Round-up of User-generated Content (UGC)

Using on Instagram is an effective way to increase brand loyalty, promote your products, and bolster engagement.

By creating a round-up of recently tagged posts, you can spotlight your community and sell your products in a less salesy way. It's a win-win.

Take who shared a round-up of customers wearing their exclusive sweatshirt:

Your community will appreciate being acknowledged and featured on your feed. And it'll encourage them to keep sharing!

Tip #2: Curate Photo Dumps

This is your opportunity to show a less filtered or edited version of yourself or your brand.

These photo dumps can be perfect for showing a recap of an event, your brand's moodboard, or a behind-the-scenes (BTS) photo diary.

Speaking of BTS...

Tip #3: Give a Glimpse Behind-the-scenes (BTS)

Your community is curious to see a glimpse of how your business is run!

How do you launch new products and campaigns? How did you really renovate your new living space? What does a day in your life look like?

Similar to a photo dump, these BTS carousel posts come across as a less filtered version of you or your brand - further humanizing you and creating a connection.
And the best news? With Later, you can plan, schedule, and automatically publish your carousel posts - so you never have to log in to manually post! Get started now:

So, What Are the Best Types of Instagram Posts?

It's undeniable that traditional feed posts are taking a hit in terms of engagement due to Instagram's focus on Reels.

However, image, carousel, and video posts are not a lost cause. With the right strategy, you can still see huge results - especially from carousel posts.

Focus on your community, experiment with your content, and the engagement will roll in.
Ready to plan and schedule your social posts? Sign up to Later - the social marketing platform trusted by 4M+ brands, creators, and small businesses.

The types of posts you can share on your Instagram feed have evolved over the years - from single images, to carousel posts, to videos.

But what type of Instagram post performs best when it comes to engagement?

We analyzed over 81M Instagram feed posts (excluding Reels) to find the answer, and the results are in.

Hint: Users like to swipe.

What Type of Instagram Feed Post Gets the Most Engagement?

Using data collected from January 1, 2021 to February 28, 2022, we analyzed over 44M Instagram feed posts (excluding Reels) and discovered:

But has this always been the case?

We investigated further and analyzed an additional 37M Instagram feed posts - this time including posts from 2020:

As you can see, there are two main insights:

Let's dig into why this is the case...

Why Is Instagram Engagement Declining for Feed Posts?

The data is clear: Instagram engagement is dropping for feed posts (photo, carousel, and video) year-over-year.

The reason? Instagram Reels.

Instagram has made no secret that Reels are a major priority for the app, and as such, other post types have taken a back seat (for now).

The good news? You're not alone! We're all in the same boat, so try not to take it too personally.

With an updated algorithm, new Instagram feeds, competition from TikTok, and users setting boundaries with their social media usage, it makes sense that what "works" on Instagram is changing.

Which means it's time to pivot.

In 2022, it's all about experimentation! This is the perfect time to try:

Reels! If you're not creating Reels yet, now's the time start. Think about how you can translate your usual content into this format - it could be as simple as layering several images or Stories in time to a trending audio track.

User-generated content. If you're not ready to jump on camera, think about how you can leverage your community. Just remember to always get permission before you share.

Getting personal and investing in storytelling. Traditional feed posts may not perform as well as they once did, but they're not completely out of the picture either. Use your captions to build connections and encourage engagement - plenty of creators are still seeing success by sharing relatable photos, carousels, and video posts.

FYI: You can schedule Instagram posts in advance with Later and they'll automatically publish at your chosen date and time. Sign up today - for free!

Why Are Instagram Carousel Posts the Best Type of Feed Posts for Engagement?

Based on Later's study, carousel posts have consistently outperformed image and video posts over the years.

Which isn't too surprising considering how effective they are at driving engagement.

First, time spent is an indicator for Instagram's algorithm, and you spend more time scrolling through a carousel post than a single photo.

Second, carousel posts often surface in users' feeds more than once, doubling (or tripling) the opportunity for likes, comments, and shares.

The format also lends itself to sharing more authentic and personable snapshots - hello, photo dump trend - which can be more engaging than a static image or aesthetic video.

So, if you want to increase your engagement on Instagram, getting creative with carousel posts is a good idea.

Here's how you can get started:

3 Ways to Create Engaging Carousel Posts

Tip #1: Create a Round-up of User-generated Content (UGC)

Using on Instagram is an effective way to increase brand loyalty, promote your products, and bolster engagement.

By creating a round-up of recently tagged posts, you can spotlight your community and sell your products in a less salesy way. It's a win-win.

Take who shared a round-up of customers wearing their exclusive sweatshirt:

Your community will appreciate being acknowledged and featured on your feed. And it'll encourage them to keep sharing!

Tip #2: Curate Photo Dumps

This is your opportunity to show a less filtered or edited version of yourself or your brand.

These photo dumps can be perfect for showing a recap of an event, your brand's moodboard, or a behind-the-scenes (BTS) photo diary.

Speaking of BTS...

Tip #3: Give a Glimpse Behind-the-scenes (BTS)

Your community is curious to see a glimpse of how your business is run!

How do you launch new products and campaigns? How did you really renovate your new living space? What does a day in your life look like?

Similar to a photo dump, these BTS carousel posts come across as a less filtered version of you or your brand - further humanizing you and creating a connection.
And the best news? With Later, you can plan, schedule, and automatically publish your carousel posts - so you never have to log in to manually post! Get started now:

So, What Are the Best Types of Instagram Posts?

It's undeniable that traditional feed posts are taking a hit in terms of engagement due to Instagram's focus on Reels.

However, image, carousel, and video posts are not a lost cause. With the right strategy, you can still see huge results - especially from carousel posts.

Focus on your community, experiment with your content, and the engagement will roll in.
Ready to plan and schedule your social posts? Sign up to Later - the social marketing platform trusted by 4M+ brands, creators, and small businesses.

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The Best Types of Instagram Posts Ranked: Carousel, Image, or Video? | Later

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The types of posts you can share on your Instagram feed have evolved over the years - from single images, to carousel posts, to videos. But what type of Instagram post performs best when it comes to engagement? We analyzed over 81M Instagram feed posts (excluding Reels) to find the answer, and the results are in.

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Il financial time ha lanciato un climate game

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The Climate Game — Can you reach net zero?

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See if you can save the planet from the worst effects of climate change

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Blue people and long limbs: How one illustration style took over the corporate world

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Blue people and long limbs: How one illustration style took over the corporate world

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It's hard to name a trend that's become as all-consuming, and as polarizing, as the illustration style we've come to know as Corporate Memphis.

The rubber-limbed, brightly colored human figures who tumble across subway ads, Instagram sponsored posts, and big tech websites are instantly recognizable and have generated a lot of debate.

Today, Corporate Memphis has a bad rap of being considered as thoughtless art. However, the first designers to pioneer the style put thoughtfulness and intention into its creation, and its features are grounded in a rich history of art and design. But the aversion people have to Corporate Memphis also stems from issues that are deeper and more complex than a simple, whimsical illustration design might suggest.

The meteoric rise and just as impressive fall of Corporate Memphis tells us a lot about design - trends, public perceptions, corporate culture, and the future of design itself.

The origins of Corporate Memphis

Trends within art, design, and illustration reflect a lot of our society's changes. This journey through the history of art and design shows some of the ways these movements led into each other and reacted to the times they were created in. Corporate Memphis has its roots in the general nostalgia for the 80s that arose in the late 2010s. It even gets its name from an influential (and equally criticized) design movement called Memphis.

The Memphis Group

The style rejected the idea of "good taste" and made purposefully flashy and impractical furniture. You might recognize its influence in the design of Pee-wee's Playhouse or the 1989 show Saved by the Bell. Even David Bowie was a fan. Like the illustration style that took its name, Memphis was criticized during its time for glorifying conspicuous consumption and being a sign of tasteless consumerism.

Pee-wee's Playhouse (1986)

Beetlejuice (1988)

In the 1988 movie Beetlejuice, self-involved artist Delia Deetz antagonizes the main characters post-mortem by stripping their home of its quaint charm and replacing it with tacky Memphis design. The result is iconic. Memphis is also used in 1987'e Wall Street te showcase stockbroker Bud's tasteless corporate wealth.

Despite the criticism at the time, Memphis came to define the 80s aesthetic. While designers today nostalgically look to the 80s for inspiration, Memphis Group members were also influenced by earlier movements. Their design took cues from the curved lines and bold geometry of the 1920s Art Deco movement, the colorful futurism of 1950s atomic-age interior design, and the bright colors and bold patterns of the 1960s Pop Art movement.

Yukai Du's illustrations for Apple's in-store design take a lot of inspiration from the designs that came out of the Memphis group. In an interview with Creative Lives, she describes feeling a lack of connection to popular 3D animation and turning to previous styles of illustration for inspiration instead. "I started doing a secondary course in illustration and illustration books," she explained, "After that, I started to bring my illustration style into my animation."

Modernist illustration

Alice Lee, the designer behind Slack's illustrations in 2017, cited two modernist illustrators as influences on her blog. "I referenced much of Mary Blair's legendary body of visual development at Disney for designing warm, whimsical characters," she explained, "And it was hard not to fall in love with the "minimal realist" compositional balance that Charley Harper strikes."

Mary Blair created many of the early concept art for Disney films in the 1940s and 50s. She went on to paint illustrations for many of the Little Golden Books. She was an expert at creating expressive characters with minimal detail. Her influence shows in the soft and sweet human figures Lee designs, as well as the way she incorporates muted textural colors that almost feel like ink.

When asked to describe his approach, Charley Harper explained, "When I look at a wildlife or nature subject, I don't see the feathers in the wings, I just count the wings...herein lies the lure of painting; in a world of chaos, the picture is one small rectangle in which the artist can create an ordered universe." Like the Memphis designs he inspired, his images are clearly recognizable for what they are - usually birds and other natural subjects - despite reducing form down to its most basic shapes.

Lee brought an intimacy to her work for Slack that makes the characters feel more relatable than some of the examples of Corporate Memphis that get the most hate. "Ultimately, I think you can trace the influences of Mary Blair and Charley Harper, and the principles behind their work," Lee elaborates, "expressive characters; organic, imperfect shapework; bold colors and warm tone, etc. and I'm happy to have incorporated some of the whimsicality of animation and children's publishing into enterprise tech illustration in this way."

The Millennial Aesthetic

The Millennial Aesthetic is the overwhelmingly dominant design trend of the last decade. It shares clear elements with Corporate Memphis - curved lines, clean white backgrounds, and a dreamy color palette featuring houseplant green and millennial pink, defined in The Cut by Véronique Hyland as "ironic pink, pink without the sugary prettiness. It's a non-color that doesn't commit, whose semi-ugliness is proof of its sophistication."

The resulting designs are childish, bright, and fun. They are relatable but not distinctive. They give a casual and hand-made look while being infinitely replicated. Both styles are also very technically suited to web-based advertising because their white backgrounds, clean lines, and sans-serif fonts read clearly and easily on a smartphone screen. The Millennial Aesthetic is even commonly called "Instagrammable."

Both design styles have also been criticized for their bland corporate inoffensiveness. "It kind of feels like a binky," said Deborah Needleman, former editor of Domino Magazine, "It's like it has no edge or sense of humor or sense of mystery. There's no weirdness. There's nothing that clashes. It is very controlled."

Big Tech popularizes the style in 2017

The popularization of Corporate Memphis is generally considered to have started with the launch of Facebook's Alegria in 2017, accompanied by similar style launches by other big tech companies. Designed by LA-based studio BUCK, the name Alegria came from the Spanish word for joy.

Exaggerated human figures, often featuring oversized, bendy limbs, small heads, and little to no facial features.

Movement! Figures are often dancing, jumping, cartwheeling, active.

Skin tones in unnatural shades like blue, yellow, and green.

Flat colored geometric shapes (vector graphics).

Bright, whimsical colors. Either bright primaries or soft pastels.

The key features of Corporate Memphis include:

Corporate Memphis hit a perfect sweet spot in the trend cycle, tapping into a rise in nostalgia along with technological shifts that moved trends away from 3D and toward flat design. The aesthetic became especially popular for companies making digital services for consumers such as apps, startups, and SaaS in general. From Google Fi to the dating app Hinge, to B2B services like Markup.io, and even as far as the California DMV, the style started showing up everywhere.

Web design trends and a push for inclusion put Corporate Memphis in the limelight

The inspirations behind the illustration style are interesting, but why did it end up being so overwhelmingly dominant in corporate design? Memphis arose at a time of overall change in web and mobile design that meant it was perfectly positioned to fill a niche.

Web design was abandoning skeuomorphism

Early smartphone design tended to use skeuomorphic design - apps often visually replicated their real-world counterparts. The glassy camera lens of the old Camera app and the yellow lined Notes icon are examples. That was helpful when the world was still getting used to translating their experiences to digital functionalities.

By 2012, trends turned, as they do. An article from 2012 describes the turn against skeuomorphism at Apple: "There was lots of internal email among UI designers at Apple saying this was just embarrassing, just terrible." Designers at the time talked about the style just as disparagingly as Corporate Memphis is described today, calling it "tacky," "unhelpfully ostentatious," "outmoded," and "lipstick on a pig."

Screenshots of iPhone's updated icons from iOS 6 to iOS 7 show the move from skeuomorphic design to flat design

By the mid-2010s, the consensus was that skeuomorphic design wasn't necessary anymore, and the glossy 3D of the old icons just added clutter to the interface. Web design flattened and simplified. The iPhone iOS 7 update in 2013 lost the 3D effect on text bubbles and introduced a simplified design for its icons, and many apps and websites followed suit.

Vector graphics are better for the modern web

The flat geometric shapes in Corporate Memphis are especially suited to being created as vector images. They were scalable, easy to animate, and easy to create and replicate for however many pages or situations a company might need illustrations. Image libraries like Humaaans and Open Peeps even allow non-designers to create their illustrations. Especially for smaller companies with less design budget, this sort of illustration style is a lot cheaper and more accessible.

For web illustration, vector graphics have a lot of advantages over photographs and other raster graphics when building for the modern web. They're better for creating responsive designs for websites and graphics for multi-channel campaigns because they display better at different sizes and resolutions. Unlike raster illustration, they don't need breakpoints and won't get pixelated if the sizing changes.

Corporate Memphis is more inclusive

Human figures with unrealistic proportions and non-human skin colors are able to represent customers and communities without ever explicitly including or excluding one group of people. BUCK studio explains, "We designed and built a scalable system rooted in flat, minimal, geometric shapes. The figures are abstracted - oversized limbs and non-representational skin colors help them instantly achieve a universal feel."

Illustration to represent people rose in popularity during a time when consumers were becoming more critical of the way photographs in advertising were showing diversity. Businesses have made a more conscious effort to depict diversity in their imagery but still struggle to make real inclusion happen behind the scenes. One university was even criticized for relying on a single photograph of a Black student so heavily they photoshopped him into their recruiting materials.

The show Succession captures the dynamic beautifully in this scene where Cousin Greg watches a pointedly diverse corporate training video as a stream of white male employees exits the room behind him. Consumers are media-savvy enough to notice the disconnect. Using illustrated people instead of photographs allowed businesses to sidestep the issue entirely.

BUCK's Xoana Herrera describes the choice to avoid explicit representation, writing that characters are "designed for expression, rather than individual identity. They are ethnically non-specific to represent diversity." Without specific identifiers, they can represent any body type, any gender, any race.

Corporate Memphis' homogenized and bland aesthetic spurred negative reactions

Despite the inclusive intentions of its creators, public reactions to Corporate Memphis have been almost universally negative. The words used to describe it point to some reasons why - corporate, homogenized, big tech, neoliberal, bougie, bland.

Corporate Memphis relates to everyone and no one

As Herrera described above, the figures are designed to be "ethnically non-specific." But there's a world of difference between "representing diversity" and actually being diverse.

No one is underrepresented, erased, or tokenized by a blue person...but no one is represented, uplifted, or made to feel seen by them either. "You're trying to make marginalized people feel included...by portraying them as these grotesque colored homunculi," complained one online commentator.

One of Hom's inclusive illustrations for Airbnb

Minority groups as a whole want more than just a lack of non-inclusion. People want to see themselves authentically represented in advertising and media. They want products designed with their specific needs in mind, made by companies that understand and respect their communities and their perspectives. Generic figures are never going to communicate that.

It is possible to approach Memphis-style illustration in a more authentically inclusive manner. Jennifer Hom, the designer behind Airbnb's illustrations, explains that she, like many designers, had been afraid of getting diversity wrong and had defaulted to genericism instead. She describes it as "a metaphor for diversity through rainbow-colored figures...Put simply, they're not real."

To remedy this, she set about ensuring that her illustrations would represent real Airbnb users. "Using real photos for inspiration...ensures authenticity when we depict diversity because it leaves no room for the artist to generalize or stereotype." She found when she wasn't running away from real representation and instead leaning into it in her work, the resulting images felt warmer and represented their community more authentically.

A Memphis version of "Saturn Devouring His Son" has made the rounds as a meme critique of the art style (attributed to Twitter user @clayohr)

Corporate Memphis feels sinisterly corporate

The saccharine aesthetic of Corporate Memphis combined with the Big Tech companies who use it is what gives many people a creeped-out or dystopic feeling. Claire L. Evans, the creator of the original Are.na board for the style explained that the illustration style "makes big tech companies look friendly, approachable, and concerned with human-level interaction and community - which is largely the opposite of what they really are."

The human figures in Corporate Memphis are aggressively happy, always in motion, and portray an image of harmonious utopia within their illustrations. This bleak, dystopian short film captures the effect by contrasting a bright, happy mural against a backdrop of corporate unhappiness and drudgery.

In a Marketplace Morning Report interview, Mike Merrill, who has been credited with coining the term "Corporate Memphis" itself, says, "It is all about this idea of, 'Trust me. I'm a trustworthy company.' And let's not look behind the curtain and see what's actually going on." In a time of ongoing data privacy scandals, environmental destruction, and the covering up of safety hazards, the conversation around Big Tech is much more complicated than the illustrations convey.

Corporate Memphis is oversaturated

Overexposure to a trend tends to create annoyance and provoke mockery. A lot of the backlash might simply be due to how overwhelming the Memphis trend is and how utterly surrounded by it consumers and designers are both on and offline. "The desire for individuality rebels against its sameness, even as the sameness feels reassuring, feels good," says Molly Fischer in The Cut, writing about the ubiquity of Millennial Aesthetics.

Articles have popped up complaining about it, from Wired's Why does every advert look the same? Blame Corporate Memphis to t-art mag's What is Corporate Memphis and Why is it Everywhere?. There are multiple Are.na boards and Twitter accounts collecting hundreds of examples of the style. There's even a video game called Going Under, which allows you to play as a Corporate Memphis-style intern wreaking havoc at your failing tech startup.

Corporate Memphis doesn't communicate to consumers what a brand actually does

The other big drawback to the style is a result of its ubiquity and the bland sameness of contemporary marketing imagery. Beyond simply being boring, when visual branding is all so homogenous, consumers end up not being able to tell what any of these companies are actually offering them.

Can you tell what any of the three companies below do from their illustrations?

Effective marketing connects a need to a product in the customer's mind. Most Corporate Memphis communicates neither, and if it does, it's unlikely to stand out against a sea of visually similar brands. When skincare brands, business communication apps, and the DMV all share the same visual branding, how is a customer supposed to connect strongly enough to any of them to commit to using them?

Corporate Memphis is on its way out. What's next for web design?

The zeitgeist might be over. Corporate Memphis is following the typical long-tail pattern of trends. The blue people are still being seen on lower-budget ads and less trendy companies, but they appear to be on their way out. A trend can't exactly hold onto its cool shine when the DMV and the health department have jumped onboard.

Designers are now musing about what might come next and imagining possible future design styles. This beautiful Are.na board explores the question by collecting a wide variety of styles that pull from the history of design and contemporary illustration. This sort of inspiration is a good place to start when a singular style has become so all-consuming it's hard to imagine anything else.

Airtable's change in the call-to-action pages between 2019 and 2022 suggests what might be the next big design trend. While the bright colors and whimsically drawn shapes have stayed, the focus is now on the interface of the product, giving customers a clear message about exactly what their product does and how.

This style may be a direct response to the lack of specificity of Corporate Memphis's illustrations. More and more SaaS marketing companies are moving toward using imagery of the product itself in action in their ads and websites. Illustrations are still simplified and stylized for clarity, but the product and the people using it are front and center.

We're going to see more interface-as-design, more screenshots, more real people and real use-cases, and more graphic elements made up of product components. Grounded imagery that's truly representative of the product being offered might be the best way for a startup or software company to differentiate their product in the mind of customers in an oversaturated visual marketplace.

With the never-ending nostalgia trend cycle churning on, one might expect a nostalgic resurgence of the style in another 20 years. Make sure you save your Corporate Memphis working files for a retro comeback in 2042.

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Blue people and long limbs: How one illustration style took over the corporate world | Webflow Blog

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It's hard to name a trend that's become as all-consuming, and as polarizing, as the illustration style we've come to know as Corporate Memphis. The rubber-limbed, brightly colored human figures who tumble across subway ads, Instagram sponsored posts, and big tech websites are instantly recognizable and have generated a lot of debate.

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Da Ellissi di Valerio Bassan: se avessi facoltà di coniare una nuova legge di Murphy, suonerebbe più o meno così (inserisci il nome di una piattaforma o di una testata a piacimento):Quanto più ________________ avrà successo, tanto più si allontanerà dai reali bisogni dei suoi utenti, e quindi dal fattore che ha generato il suo successo, causandone la sua stessa rovina.

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Ciao, stai leggendo Ellissi, la newsletter settimanale di Valerio Bassan sull'intersezione tra media, business, marketing e strategia digitale.

Arriva ogni venerdì, gratis.

Se leggi newsletter interessanti, trovi informazioni utili su Google, commenti l'attualità su Twitter o parli con gli amici su Instagram lo devi soprattutto a quei fastidiosissimi banner, alle finestre pop-up e ai pre-roll prima dei video che guardi.

No, non sono impazzito: lascia che ti spieghi.

In questo periodo - trainato dall'esplosione dei social e conosciuto come web2.0, o web2 - il nostro uso della rete è cambiato profondamente, diventando molto più intenso e pervasivo.

Il modello del "prodotto sei tu", infatti, ha permesso a servizi e piattaforme di crescere a dismisura la propria base di utenti.

Di aprirsi ai più giovani, ai meno tecnologici, ai cittadini dei paesi in via di sviluppo, riducendo al minimo le frizioni.

Se i servizi offerti da Myspace, MSN, Yahoo! o Facebook fossero stati a pagamento, nessuno vi si sarebbe probabilmente nemmeno iscritto.

Ma allora - dirai tu - non è vero che la pubblicità ha contribuito a creare un internet sempre più polarizzato, sempre più dis-umano, sempre meno amico dell'utente?

Pixel e javascript hanno rallentato le nostre navigazioni, facendoci perdere tempo.

Banner, notifiche e pop-up hanno deviato la nostra attenzione, facendoci perdere concentrazione.

Cookie e tracciamenti hanno spiato le nostre abitudini, facendoci perdere il controllo dei nostri dati.

Il problema della pubblicità online, infatti, non è la pubblicità in sé.

La pubblicità online era nata con la promessa di risolvere due problemi fondamentali.

Da un lato, quella di essere più efficace per gli sponsor (a differenza della carta, sarebbe stato possibile misurare il tasso di conversione di un'inserzione).

Dall'altro, quella di offrire un servizio migliore agli utenti (a differenza della televisione, prodotti e offerte sarebbero create su misura e recapitate al momento giusto).

Con il passare del tempo, tuttavia, entrambe queste promesse si sono rivelate illusioni.

Contemporaneamente, il valore della pubblicità crollava per tutti gli altri. Anche per gli editori, che sceglievano di mettere a rischio i loro asset più preziosi - la fiducia, la qualità, la user experience - nella speranza di erogare qualche banner in più.

Così, a mano a mano che gli interessi commerciali diventavano più stringenti e soffocanti, gli incentivi per chi comprava, chi distribuiva e chi riceveva la pubblicità erano sempre più in conflitto gli uni con gli altri.

Non a caso il web2 è noto come l' adversarial web, il web conflittuale.

Il paradosso del successo

La maggior parte delle tecnologie, dei social e dei giornali nasce con buone intenzioni.

All'inizio si è mossi dalla genuina volontà di risolvere un problema o di creare un'opportunità per qualcuno.

Poi però le dinamiche cambiano: l'aumentare della complessità e degli interessi in gioco porta a un progressivo deterioramento della promessa iniziale.

Gli incentivi per chi vende e chi compra diventano sempre più conflittuali: al guadagno di qualcuno corrisponde la perdita di qualcun altro. Non si cresce più "insieme a", ma "a discapito di".

Soprattutto quando si trovano sotto pressione, media company e piattaforme tendono ad agire nel proprio interesse (o di quello dei loro investitori) e non più in quello dei loro utenti o dei loro lettori - i cui incentivi e bisogni restano sostanzialmente invariati nel tempo.

Anche alcuni problemi dell'informazione online - come le fake news, il crollo della fiducia o il collasso del contesto - sono causati, principalmente, da un disallineamento degli incentivi.

Il consulente Alessandro De Zanche, esperto di modelli di monetizzazione e di adtech, ha scritto che "uno dei principali problemi commessi dagli editori negli ultimi quindici anni è stato quello di trasferire il controllo della monetizzazione a soggetti che ritenevano l'ingombro pubblicitario - e non il contenuto giornalistico - 'il prodotto', tradendo la loro stessa natura e la ragione primaria per cui le audience visitavano i siti dei giornali".

Quanto più ________________ avrà successo, tanto più si allontanerà dai reali bisogni dei suoi utenti, e quindi dal fattore che ha generato il suo successo, causando la sua stessa rovina.

La celebre piattaforma di newsletter due settimane fa ha lanciato la sua app per iOS, Substack Reader.

Grazie all'app, infatti, Substack avrebbe a disposizione migliori dati sui suoi utenti, maggiori opportunità di promozione e di cross-selling, perfino la possibilità di introdurre algoritmi di personalizzazione.

Per Casey Newton, che su Substack pubblica la sua newsletter Platformer, la nuova app avrà l'effetto collaterale di "rendere le newsletter di Substack simili a dei widget, scadenti e intercambiabili: una pila infinita di cose cui iscriversi che finirà per sovraccaricare i lettori con volumi enormi".

In effetti, se le newsletter di Substack diventassero dei post all'interno di un feed, quale sarebbe la differenza con - chessò - Medium? Dove finirebbe la possibilità di accedere a uno spazio personale e intimo come l'inbox della propria casella email, che è la fortuna di tante di queste pubblicazioni periodiche?

Il web2 ha dimostrato tutta la sua disfunzionalità ed evidenziato la necessità di un cambio di paradigma.

Se questo cambio di paradigma sarà proprio il web3 - che i promotori definiscono il web allineato - staremo a vedere.

Però, come dice lo stesso Ethan Zuckerman, "è più facile lamentarsi della tecnologia che proporre soluzioni".

E quindi ben vengano idee e proposte. Anche quelle più utopiche. Sperando che non finiscano vittima di qualche vecchia o nuova legge di Murphy.

Alla prossima Ellissi
Valerio

Ciao, mi presento. Mi chiamo Valerio Bassan e lavoro come con sulente di strategia digitale nel mondo dei media e del giornalismo, per clienti italiani e internazionali. Questo post è tratto da Ellissi, la mia newsletter settimanale. Iscriviti qui.

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Il "problema dei problemi" di Internet - Ellissi

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Ciao, stai leggendo Ellissi, la newsletter settimanale di Valerio Bassan sull'intersezione tra media, business, marketing e strategia digitale. Arriva ogni venerdì, gratis. Se leggi newsletter interessanti, trovi informazioni utili su Google, commenti l'attualità su Twitter o parli con gli amici su Instagram lo devi soprattutto a quei fastidiosissimi banner, alle finestre pop-up e ai pre-roll prima dei video che guardi.

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Beckham presta il suo account Instagram per l'Ucraina

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Beckham presta il suo account Instagram per l'Ucraina

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David Beckham fa un turnover del suo account Instagram da 71 milioni di follower con la dottoressa Kondratova, responsabile del Centro regionale perinatale di Kharkiv. La dottoressa sta postando video di neonati che vengono curati in un seminterrato dove sono stati spostati per sfuggire ai bombardamenti in Ucraina.esempio interessante di PR e di gestione delle comunità su temi sociali.

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Il web sta cambiando ancora, inizia l’era del “neobrutalismo”

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Bumble, l'app di dating dove in caso di utenti eterosessuali solo le donne possono decidere di iniziare un contatto con gli utenti uomini, ha lanciato la campagna #MakeRomanceEqual con un film di 90 secondi che racconta il romance gap e che sviluppa la narrazione partendo da una semplice domanda: il romanticismo è equo?

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La comunicazione bottom up di protesta trova la sua espressione in tante forme. Tra queste c'è la canzone: pensate ai canti anarchici, partigiani o ai cori tipici delle manifestazioni. Questo video racconta l'evoluzione delle canzoni di protesta negli Stati Uniti.

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La Australian Competition and Consumer Commission (ACCC), una sorta di Garante della Privacy, ha citato Meta per truffa a seguito di alcune ads che usavano immagini di celebrity in maniera fraudolenta, con link verso landing di acquisto di crypto-valute. Se la causa dovesse avere successo avrebbe un impatto storico, perché stabilirebbe che la piattaforma è responsabile dei contenuti che ospita, soprattutto se promossi a pagamento, come qualsiasi altro publisher.

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On the last day of his 11 years as chair of the Australian Competition and Consumer Commission (ACCC), Rod Sims announced the commission is bringing a "world-first" claim against Meta (owner of Facebook) in the Federal Court for false or misleading conduct.

The ACCC alleges Meta failed to take sufficient steps to stop displaying scam cryptocurrency ads on Facebook in 2019, even after receiving complaints. Sims said the ads led to more than A$650,000 in losses for one consumer.

"Those visits to landing pages from ads generate substantial revenue for Facebook," Sims said.

Almost a decade ago, the ACCC failed in an arguably similar misleading conduct claim against Google. This time, however, the commission has some new arguments that focus on Facebook's business of targeting ads at particular consumers.

If the ACCC succeeds, digital platforms would need to rethink their hands-off approach to the ad content they host. Especially when they help advertisers target individuals based on detailed profiling by both the platform and advertiser.

Read more: Crypto theft is on the rise. Here's how the crimes are committed, and how you can protect yourself

How were the ads misleading?

The relevant ads for cryptocurrencies and other investment schemes were published on Facebook in 2019. They contained links to fake media articles on other websites that made it look like well-known Australians were endorsing the promotions.

Some ads featured images of mining billionaire Andrew "Twiggy" Forrest, businessman Dick Smith, television presenter David Koch and former New South Wales premier Mike Baird - but these individuals had no prior knowledge of or connection to the ads. Other celebrities from overseas have also found themselves associated with such schemes.

The ACCC says Meta failed to take sufficient steps to stop the ads, even after celebrities complained about the misleading conduct.

In February, Forrest launched criminal proceedings against Facebook in Australia for its part in the misleading ads. He has also brought civil proceedings against Facebook in California (where Meta's headquarters are located). Both cases are yet to be heard.

Meta will likely argue it did not engage in any misleading conduct itself, because it was only passing on a communication from the advertiser to the consumer and did not endorse the representation. Essentially, the argument would be that Meta is much like your postie delivering mail, or a newspaper printing an ad - a " mere conduit " for the message.

Google succeeded with a similar argument in the High Court of Australia in 2013, after the ACCC brought a misleading conduct claim against it. In that case, advertisers bought ads on Google which misled consumers searching for a rival business.

For example, when consumers searched for a supplier via Google search (such as "Harvey World Travel") the results page published "sponsored link" ads with a similar title (such as "Harvey Travel"), but which linked to the website of a rival advertiser instead (in this case, STA Travel).

The court found Google did not make the relevant representation itself, or endorse or adopt the advertisers' representation. The advertisers set the sponsored link to run in response to the entry of certain search terms. Google was found to be a mere publisher, like a newspaper or radio broadcaster.

Why Meta's targeted ad model makes this different

The problem for Meta is that Facebook is not comparable to your postie delivering the mail. Not unless your postie profiles you by checking out the car in your garage, the clothing brands on your washing line and the gas company billing you - and then makes money if you respond to the advertising material he helped to target you with based on this information.

In its marketing, Facebook boasts of its "targeting capabilities" and claims it can connect advertisers with Facebook audiences based on information including users' online purchases and behaviour:

Facebook will automatically show your ads to people who are most likely to find your ads relevant.

It seems likely the ACCC will argue Meta's conduct in displaying the ads could lead people into error, even if it did not make the representations itself. The ACCC's claims focus on Meta's control of the ad technology and its targeted ad business - similar to the arguments raised by Andrew Forrest in his cases.

The ACCC says Meta is involved with targeting ads at the consumers most likely to click on the ad, and that Meta makes revenue as a result of consumers responding to the ads. (Google engages in similar "behavioural advertising" in some of its ad businesses).

Saved by the fine print?

Meta will likely argue there is a contractual exclusion clause in Facebook's Terms of Service which rules out its liability to consumers in these cases. One term in the fine print states:

We do not control or direct what people and others do or say, and we are not responsible for their actions or conduct [...] or any content that they share (including [...] unlawful and other objectionable content).

But this won't necessarily save Meta from a claim under the Australian Consumer Law. In these cases, the court must assess the conduct as a whole, in light of all the relevant circumstances.

It could decide an exclusion clause obscured in the fine print is not prominent enough to offset the appearance that the ads were validated by Meta's approval process.

The ACCC alleges Meta did, in fact, lead users to believe it would detect and prevent scams and promote safety on its platform. If it can prove certain false representations under the Australian Consumer Law, Meta could be fined either up to A$10 million, three times the value of the benefit Meta received, or 10% of its turnover in the 12 months prior (whichever is largest).

Read more: We can't trust big tech or the government to weed out fake news, but a public-led approach just might work

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The ACCC is suing Meta for celebrity crypto scam ads on Facebook. Here's why the tech giant could be found liable

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On the last day of his 11 years as chair of the Australian Competition and Consumer Commission (ACCC), Rod Sims announced the commission is bringing a "world-first" claim against Meta (owner of Facebook) in the Federal Court for false or misleading conduct.

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Il medium è il messaggio? Più la tecnologia evolve, più è necessario scegliere come usarla in modo consapevole. In questo caso, non solo è stata usata in modo consapevole, ma anche creativo. Vi presento Q, l'assistente vocale gender neutral.

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Q is the First Genderless Voice, created to end gender bias in AI assistants.

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Il post sul blog ufficiale di Google con cui Anthony Chavez   Security & Privacy di Android ha annunciato "un’iniziativa pluriennale per costruire la Privacy Sandbox su Android, con l’obiettivo di introdurre nuove soluzioni pubblicitarie più private." In sostanza anche Google, ovviamente, segue il framework ATT introdotto da Apple nel 2021 (l'iOS 14.5 ) accelerando quindi verso un' ecosistema social e digital con maggiore priorità alla privacy degli utenti. Non è la fine dell'advertising online ovv, nel tantomeno del digital mkgt, anzi aumenta ancor di più l'importanza delle community online e della creatività per attrarre e coinvolgere persone.

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Mobile apps are a core part of our everyday lives. Currently over 90% of the apps on Google Play are free, providing access to valuable content and services to billions of users. Digital advertising plays a key role in making this possible. But in order to ensure a healthy app ecosystem - benefiting users, developers and businesses - the industry must continue to evolve how digital advertising works to improve user privacy. That's why we originally developed advertising ID to give users more control. Last year we introduced improvements to these controls, but we believe it's important to go further.

Today, we're announcing a multi-year initiative to build the Privacy Sandbox on Android, with the goal of introducing new, more private advertising solutions. Specifically, these solutions will limit sharing of user data with third parties and operate without cross-app identifiers, including advertising ID. We're also exploring technologies that reduce the potential for covert data collection, including safer ways for apps to integrate with advertising SDKs.

The Privacy Sandbox on Android builds on our existing efforts on the web, providing a clear path forward to improve user privacy without putting access to free content and services at risk.

Blunt approaches are proving ineffective

​​We realize that other platforms have taken a different approach to ads privacy, bluntly restricting existing technologies used by developers and advertisers. We believe that - without first providing a privacy-preserving alternative path - such approaches can be ineffective and lead to worse outcomes for user privacy and developer businesses.

Our goal with the Privacy Sandbox on Android is to develop effective and privacy enhancing advertising solutions, where users know their information is protected, and developers and businesses have the tools to succeed on mobile. While we design, build and test these new solutions, we plan to support existing ads platform features for at least two years, and we intend to provide substantial notice ahead of any future changes.

Working with the industry

Starting today, developers can review our initial design proposals and share feedback on the Android developer site. We plan to release developer previews over the course of the year, with a beta release by the end of the year. We'll provide regular updates on designs and timelines, and you can also sign up to receive updates.

We know this initiative needs input from across the industry in order to succeed. We've already heard from many partners about their interest in working together to improve ads privacy on Android, and invite more organizations to participate.

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Introducing the Privacy Sandbox on Android

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Mobile apps are a core part of our everyday lives. Currently over 90% of the apps on Google Play are free, providing access to valuable content and services to billions of users. Digital advertising plays a key role in making this possible.

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Negli ultimi tempi abbiamo visto molti brand schierarsi a sostegno di diverse cause sociali. Questo trend è noto come Brand Activism ed è la reazione ad un'attenzione sempre più evidente dei consumatori a molte tematiche sociali. I consumatori sembrano essere più consapevoli e scelgono un prodotto anche sulla base dei valori che un brand sostiene. In queste settimane abbiamo visto esplodere questo fenomeno: molti brand dall'inizio della guerra in Ucraina hanno scelto di lasciare la Russia.

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Un recente studio accademico su camere dell'eco e filter bubble. Argomento centrale per comprendere gli attuali meccanismi di formazione delle opinioni online.

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È possibile semplificare tematiche complesse senza banalizzarle? Su questo una grande ispirazione senza tempo è la letteratura per bambini da cui poter mutuare alcuni elementi per costruire la nostra narrazione. Il New York Times ha realizzato una guida illustrata per spiegare ai bambini (ma anche agli adulti) il cambiamento climatico.

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Julia Rosen and Yuliya Parshina-KottasApril 18, 2021

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A Climate Change Guide for Kids (Published 2021)

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The future could be bad, or it could be better. You can help decide.

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Le nuove feature delle live di Instagram raccontate dai responsabili del comparto dedicato ai Creators in Meta!

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Che forma ha una storia? La narrazione raccontata con una graphic novel.