Wednesday Morning, Issue 11 (1/3/24)
Fresh social platform usage/content performance reports are out, LinkedIn prices are up (but still worth it) and Gympass gives us some refreshing B2B marketing inspo.
Hello and welcome (back!) 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.
đ˘ START JANUARY WITH SOME FRESH DATA:
The first week of January has giveth⌠new platform usage/content performance reports! Below youâll find the tl;dr highlights that are most relevant for ad planning, as well as links to the full reports.
YouTube and TikTok are teensâ top platforms which is⌠not especially surprising, but these more nuanced findings are interesting. Source: Pew Research
While 68% of teens ages 15 to 17 say they use Instagram, this share drops to 45% among teens ages 13 and 14. This cannot be exciting news at Meta.
45% of teens in households earning less than $30,000 a year say they use Facebook, compared with 27% of those whose annual household income is $75,000 or more.
Teen girls are more likely than boys to say they almost constantly use TikTok and Snapchat, while thereâs less variance in the shares of boys and girls who report almost constantly using YouTube, Instagram, and Facebook.
Longer-form Reels may be worth adding to your 2024 media plans. Source: Emplifi
Reels are driving more video views for brands than Stories, Instagram feed videos and TikTok videos. But how much of this is due to Metaâs Reels algo push and brandsâ more established presence on the platform?
Video lengths matter on Instagram, less so on TikTok: Longer-form videos on Instagram generated more views compared to short- and medium-length videos, while TikTok video views remained in the same range regardless of video length.
Reels were the top-performing brand content type on Instagram, delivering 6x the reach of Instagram Stories, but theyâre still underutilized by brands. Between May and October 2023, the number of Instagram Stories posted by global brands was 5x the number of Instagram Reels posted.Â
đď¸ A COUPLE HEADLINES:
LinkedIn ad prices are reportedly surging amid the continued X fallout, but even so, the value is there. LinkedIn has never been cheap, but itâs always been worth it for clients who have a value-exchange to offer to a targetable professional audience. I have not noticed this CPM volatility in my clientsâ accounts, but $300 CPMs are also not jarring to me, as long as theyâre paired with a valuable audience that warrants that price.
Gympassâs murder mystery podcast approach to reaching its B2B audience is the refreshing read we needed to get excited about 2024 B2B planning.
đ§âđž IN THE WEEDS: If youâve been curious (or confused) about Metaâs rollout of audience expansion capabilities, Jon Loomer gives a great rundown of how Advantage and Advantage+ targeting options work and is currently running a test to see exactly how much each option expands a given audience.
Happy 2024 and thank you for reading, as always.