Facebook advertisers saw higher Q3 returns, Instagram Stories get mixed reviews

Global digital news: Facebook Q3 2016, the average increase in ad spend was +249 percent YoY, Instagram moved its Snapchat-like Stories to the Explore tab and announced that the feature, and more

Facebook-thirsty publishers turn to celebrities to worm into the news feed: Facebook is choking off reach in the news feed, so publishers are getting more creative with how to get their content in front of audiences there. One popular method: pay celebrities for sharing it.

Snapchat’s new terms raise questions for media brands’ Snapchat teams: Snapchat wants to stop sharing ad revenue with its media partners and pay them licensing fees instead. That means guaranteeing publishers a payday up front, while limiting what they might earn in the long run. The move could have implications for media outlets that have built up dedicated Snapchat staffs — sometimes of upwards of 10 people.

Why newsrooms are expanding their data teams: A few years ago, publishers began enlisting data scientists to help with audience building and monetization. But back in 2014, publisher data teams usually consisted of only a person or two. Since then, several publishers have expanded their number of full-time data experts. And their roles have grown too.

Inside Car Throttle’s Instagram strategy: Car Throttle is shifting gears. The online community for auto fanatics once prioritized building (and keeping) its audience on its owned and operated sites. Increasingly, however, it has come to embrace social channels. One major focus area is Instagram, where it has doubled Instagram followers in six months to over 500,000 across its three main accounts: its namesake account, a news account and a pure video account.

360 photos and videos are coming to Facebook’s Instant Articles: Facebook’s Instant Articles — the format that displays publishers’ content in a faster-loading, distraction-free view when accessed by Facebook users on mobile devices — are about to get more interactive. The social network announced today that these articles will now support 360 videos and photos — meaning, publishers can include 360 content in-line, which users can then navigate by turning their mobile device, or tapping and dragging.

Microsoft beats estimates with $22.3 billion in quarterly revenue: This afternoon, Microsoft announced better-than-expected revenue of $22.3 billion, beating financial analysts’ consensus estimates, which came in just under $22 billion. Earnings per share were also higher than expected at $0.76. Net income was $6.0 billion. Microsoft stock is up in after-hours trading.

Goldman Sachs Is Trying to Recruit Millennials by Running Ads on Spotify: For its latest marketing investment, Goldman Sachs is spending on Spotify. The financial-services firm started running ads Wednesday on the music-streaming service in the U.S. and U.K. in hopes of recruiting younger candidates. The campaign includes a 30-second spot hinting at a few of the roles potential employees might be interested in.

Fueled by the Audience Network, Facebook advertisers saw higher Q3 spends & returns: A new report from social ad automation company Nanigans shows substantial growth in both YoY Facebook ad spend and on the overall Return on Ad Spend (ROAS). In Q3 2016, the average increase in ad spend was +249 percent YoY, while the average ROAS was also up 26 percent from 2015.

Pinterest announces Pin Collective, connecting businesses with content creators: Marketers already have a lot on their hands, but sourcing content doesn’t necessarily have to be one of them. Pinterest understands that looking for top-notch graphical content can be time-consuming and arduous, so they’ve announced the launch of the Pin Collective.

Instagram Stories get mixed reviews from marketers: Earlier this week, Instagram moved its Snapchat-like Stories to the Explore tab and announced that the feature has about 100 million daily active users. Now that Stories has been out for a few months, brands have had some time to form a few opinions on the feature.

Kevin The Fire King promotes Georgia Lottery Keno: Georgia Lottery Keno’s latest commercial, “The Fire King”, channels Game of Thrones in a medieval fantasy parody. The spot features Kevin the Goat reprising his fire-breathing heroics from earlier campaigns. “The Fire King” saga follows Kevin’s quest for the throne in the land of 12 realms.