Hoffmann Murtaugh brings you the media download on the global shifts impacting our lives. |
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The in-depth discussion with Adam Mosseri about the state of Instagram includes insights into the most important factors that define post reach.
The DL: In a recent interview with Colin and Samir, Instagram chief Adam Mosseri highlighted key factors driving post reach on Instagram, emphasizing the significance of video content and the importance of "sends"—how often a post is shared privately. Mosseri noted that more than half of the time spent on Instagram involves video, and the platform aims to create a participatory experience, encouraging users to share and discuss Reels. This shift, driven by AI-based recommendations, mirrors TikTok's content-centric approach, showing users more unconnected content. The most crucial metric now is "Shares per Impression," aligning with the trend towards private sharing. Instagram also focuses on smaller creators and healthier content interactions, deprioritizing polarizing topics to foster positive engagement. For advertisers and creators, understanding these dynamics is essential for optimizing content strategy on Instagram.
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It's the news we've all been waiting for: more ads we can't skip.
The DL: This addition of unskippable ads impacts advertisers by providing a new platform to reach a substantial audience through ad-supported content. Understanding this shift allows marketers to adjust their approaches, ensuring their ads effectively engage viewers who can no longer skip ads, thus potentially increasing ad retention and brand awareness on a growing platform. In a video landscape that continues to increase its share of advertising dollars, it’s important to note where ads will achieve a high VCR.
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Including a big-picture look at Instagram and AI.
The DL: Instagram’s Meta AI virtual assistant is getting complaints for making it difficult to find creator content (and it even pretended to have a child). X welcomes the sharing of adult content. Threads is looking to fine-tune its algorithm by allowing users to swipe, Tinder style, on posts they like or dislike. And, creators on YouTube will now be able to create posts similar to Instagram or Facebook. Finally, LinkedIn is testing new B2B advertising options where short-form video ads are promoted alongside “trusted publisher content”.
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Streaming services are evolving, while consumption patterns mirror cable TV habits.
The DL: The podcast examined the current breakdown of ad-supported versus ad-free viewers on streaming services. It noted that around half of US viewers opt for ad-supported tiers, with this portion increasing rapidly as streamers like Netflix slowly expand into advertising. Major companies like Netflix, HBO Max, and Disney+ still generate the bulk of their revenue from subscriptions. In contrast, Amazon Prime Video's business depends heavily on advertising revenues. The discussion predicted that in the coming years, streaming consumption patterns will continue mirroring cable TV habits with bundled content and hybrid subscription/advertising business models, although consumers will have more flexibility to choose between individual streaming platforms on a month-to-month basis.
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Around The Town...
We recently celebrated with our client, Rosedale Tech, at their 75th anniversary gala, "Caribbean Charm: A Diamond Jubilee Celebration of 75 Years"! HM's CEO, Shea Murtaugh, and HM's Strategic Communications and Content Supervisor, Melissa Kelly, attended.
Rosedale Tech shared the remarkable achievements they have made and their future aspirations for the school amidst a lively celebration.
Here’s to 75 years of success! May the future be even brighter.
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We are always up for a chat on our favorite topic: media! So, if you would like to brainstorm on how to navigate the ever-changing media landscape, we'd be happy to connect. |
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Hoffmann Murtaugh
Pittsburgh, PA 15212 (412) 741-8618
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Hoffmann Murtaugh is an integrated media planning and buying agency. Our approach combines media strategy and intelligence with formidable negotiations to deliver smart, efficient, and customized media solutions to our clients. |
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