Wednesday Morning, Issue 10 (12/13/23)
TikTok may start focusing on in-app food delivery purchases, LinkedIn has a shiny new ad creative library and a couple 2024 mindshift suggestions.
Hello and welcome to Wednesday Morning, a weekly digest of the social advertising platform news and updates you need to know, along with occasional deeper dives, best-in-class ad examples and the resources we find truly helpful.
🗞️ JUST THE HEADLINES:
TikTok users’ in-app spending is up 15% year-over-year and the app may start focusing on food delivery purchases in 2024, given the success they’ve seen with this direction in China.
LinkedIn has a new(ish) Ad Creative Library, making ad competitive research on the platform much easier. Additionally, this rundown of LinkedIn’s greatest 2023 updates as well as a 2024 wishlist is a great quick read.
🛼 2024 MINDSET SHIFTS & INSPO:
Let’s talk 2024.
The old days of having lots of highly-researched targeting groups for a B2C Meta campaign are over. The platform’s AI-powered targeting capabilities have stepped up and relieved us of much of this burden, but now the need for a diverse, wide range of impactful creative is much higher.
Jessie Healy, who is one of my favorite LinkedIn follows, put it perfectly:
So, how do we expand our view of social ad creative in this changing ad environment? This Reddit thread suggests using Awareness Stages as a way to approach the same broad audience with lots of different ways in to your brand/product:
Unaware Ads: These take an unaware audience to most aware audience.
Problem-aware Ads: These talk to people who know about their problem.
Solution-aware Ads: These talk to people who understand that they have a problem, but don't know which solution to choose.
Product Aware Ads: These talk to people who understand their problem and also know how that is the way on how to solve their problem, but don't know which brand/product to choose.
Most Aware: People who already know everything about their problem, how to solve it, what product to choose, they are just waiting for the right time to buy from you.
I love this approach to diversifying awareness-focused creative and hope it provides some ✨ inspo ✨ for your 2024 campaigns.
Thank you for reading, as always. I’m taking a holiday break 🎅 through the end of the year (and I hope you all are as well!), so I’ll see you for Issue 11 on Wednesday, 1/3.