🔊 Instagram Stories gets a new Mentions tool | Tapad partners with AcuityAds

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Plus, TikTok moves into a new office in LA’s entertainment district.

Jan 24, 2020

Good morning marketers, ever wish you could see your Instagram mentions in one place?

Instagram Stories has added a new tool in ‘Create’ mode, enabling users to view, stylize, and quickly feature @mentions from other accounts. The new option features an @ symbol that only appears if your account has current mentions in other users’ public Stories. The feature will show you the total count of Story mentions available to add to your Stories. In the past, the only way to re-post Story content from a mention was through direct message, but now, social managers can easily sort through all mentions to more efficiently determine which content to post. For business accounts that promote user-generated content (UGC) in the form of Story content (think: public shout outs, product testimonials), the new Mentions tool brings those efforts to one dedicated place in Create mode.

The identity resolution platform Tapad has partnered with the ad tech provider AcuityAds to bring its identity resolution capabilities to AcuityAds’ cross-device data set with a focus on connected TV advertising (CTV). The partnership, which moves the company beyond its existing cross-device offering, aims to give advertisers improved targeting capabilities with unduplicated reach across devices and CTV. AcuityAds is the fourth company to partner with Tapad since last October. In the last four months, Tapad has announced partnerships with Knorex, Lifesight, and Retargetly.

As always, there’s more to read below, including why successful email marketing requires dedication and investment, plus an update on TikTok’s new U.S. office.

Taylor Peterson,
Deputy Editor

Soapbox

Why email marketing should work, and why it often doesn’t

On paper, email marketing should work. In practice, however, it doesn’t actually deliver the results businesses need, which is probably why so many companies choose not to invest in it.

Consumers are sick and tired of irritating, irrelevant marketing content. They want to be able to control what content they get, where they get it and when they have to deal with it, which is probably why most say they prefer email marketing content.

The reason why email marketing doesn’t work for most businesses isn’t a problem with the channel itself. It’s the fact that businesses don’t know how to use the channel effectively.

Email marketing might not be the sexiest way to promote your business, but if you’re willing to put in the time and effort, it can be one of the steadiest, most profitable ways to grow.

The data is out there, and if one thing’s for certain, it’s that companies who really invest in email marketing get great results. Those who don’t – or only make a token effort – end up frustrating and alienating their customers.

– Jacob Baadsgaard is the founder and CEO of Disruptive Advertising

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Social Shorts

TikTok opens new LA office, Twitter adds emoji reactions in DMs

TikTok levels up with a new space. In a move that seems to signify its growing investment in the U.S. market, TikTok’s Los Angeles operations have officially moved into a new 120,000 sq. ft. office in Culver City, Variety reports. TikTok’s new space takes up five floors at 5800 Bristol Parkway in Culver City. According to the company, the office was designed from the ground up “to embody TikTok’s fun and joyful personality.” Before the new digs, TikTok’s LA-based team worked in a smaller office space in the same city. The video-sharing company now has more than 400 employees in offices across the U.S., including in Los Angeles, Silicon Valley, and New York – and that number is likely to grow.

Twitter’s new reaction option. Twitter has launched a new Reactions-like option in direct messages, giving users the ability to choose a single emoji response to any message within a thread. Twitter explained how the feature works: “To add a reaction, hover over the message and click the reaction button (heart and plus icon), or double-tap on the message and pick an emoji from the pop-up.” At any time, users can undo a reaction and it will be removed from the message for all participants. In a group conversation, users can view who reacted to the message by clicking or tapping on the reaction in the message thread. Any time a new reaction is added to a message, all conversation participants will receive a notification

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