I do like seeing improved integration for promotional content. Having in-line install buttons on Twitter and promoted posts on Instagram feels like a(n albeit small) stepping stone toward a more unified interface/experience for social, and mobile could really use a lot more of these small tweaks/features.

I’d be curious to see performance metrics for B2C vs. B2B, though…I know that in my own browsing, I tend to treat native-like content more kindly when it’s aimed at me, personally. Even though I tend to like seeing B2B ads (whether for inspiration, ideas, new opportunities), I feel like I’m more receptive to B2B when it’s overt and obvious.

For example, I think I’d almost miss seeing a CTA button on an Instagram post if it were promoting some cloud collaboration tool for teams/business, but I VERY much would prefer to see a native post promoting some entrepreneur’s artisanal engraved cheese Etsy shop (or whathaveyou) that I can just appreciate with the rest of my feed.

Curious if that’s consistent with expected/measured behaviour industry-wide — is there a performance difference for B2C/B2B promotions that use native app behaviour?
Or does that data even exist?

Lots to think about, thanks again!

Dan