Wednesday Morning, Issue 14 (1/31/24)
TikTok takes shot at becoming Super Bowl second screen, LinkedIn is removing Lookalike Audiences and a new agency guidebook from TikTok has great ad performance insights and case studies.
Hello and welcome to Wednesday Morning, a bi-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.
šļø JUST THE HEADLINES:
TikTok takes its shot at ousting X as the Super Bowl second screen destination: TikTok has been courting advertisers with Super Bowl ad packages that combine several platform strengths: access to premium talent, access to premium inventory alongside trending conversations and access to a larger pool of platform creators who can make turnkey branded content in response to new convos/trends. This pre-game push comes alongside reports that Super Bowl convo on X is down YoY, according to data from Sprinklr which tracked just 8,100 pre-game mentions of the game on social (mostly X) from Jan. 1-24th, compared to 42,200 pre-game mentions around the same time last year.
LinkedIn is removing Lookalike audiences next month: This feature, which I admittedly have never really had a need for on LinkedIn, will be sunset on Feb. 29. If youāre still looking for ways to expand existing audiences, youāll have two options remaining: Predictive Audiences, which act very much like Lookalikes, but are limited to LinkedIn data connections and Audience Expansion, which allows LinkedIn to expand your audience to increase performance.
RESOURCE: TikTok just dropped this Agency Guidebook in my inbox this morning. Itās a comprehensive overview of TikTok ad offerings with lots of case studies across industries. Here are a few slides I found especially helpful:
Optimization recommendations for the dreaded ānew conversion campaign everyoneās excited about that has unfortunately not driven many/any conversionsā scenario.
Data backing the benefit of creating continuity between your organic and paid efforts on the platform. Go teams, unite!
š§āš¾ IN THE WEEDS: This deep dive into the pros/cons of using the broad targeting Meta continues to push (force) is really helpful. Summary: broad targeting with a healthy budget can work well for conversions, but as you lower the value of the action (link clicks vs. conversions, for example), broad targeting can leave you with lots of very low quality actions for very cheap prices. Jon proposes some great, more technical solves in his post.
Thank you for reading, as always! Iām happy to be back this week after succumbing to a nameless daycare virus last week. Iāll be trying a new bi-weekly cadence moving forward, as Iāve found two weeks is a stronger runway for delivering just the greatest hits/biggest impact updates.