Wednesday Morning, Issue 16 (2/28/24)
TikTok is pushing photos amidst reports only 25% of U.S. users are responsible for 98% of the app's content, it's really time to stop boosting Meta posts in-app and a LinkedIn optimization tip.
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:
A new TikTok usage report from Pew highlighted that the most active 25% of U.S. TikTok users produce 98% of the appās public content. This stat is a perfect segue to Lia Habermanās most recent ICYMI issue, which shared details from a recent TikTok promo encouraging users to post more photos/carousels in exchange for increased reach. This move by TikTok to attempt to increase post volume by encouraging users to share lower lift content formats is one advertisers should keep an eye on if theyāre trying to maintain parity between their ad creative and the appās most prominent organic content. And finally, this Slate post suggests we may begin to see the great TikTok decline soon, so thatās obviously worth a quick read, too.
Improving attribution via measurement partners has been a headline mainstay as of late with Snap recently announcing a partnership with analytics platform, Foshpa, that will help Snap advertisers more effectively capture ROAS from their ad efforts.
Need a final push to stop boosting posts in-app on Instagram and Facebook? Youāll avoid a 30% service charge from Apple (and your ads will do much better).
Pinterest rolled out a Business Manager refresh that focuses on enabling collaboration for brands/agencies.
š” OPTIMIZATION TIP: If your company is running ad campaigns on LinkedIn and youāre not looking at demographic intel with each report, you need to. Here are a couple targeting exclusions this data helps us quickly align on with clients:
Giant companies that have tens of thousands of employees and grab top impressions despite your company having zero chance of landing them via a LinkedIn ad (Amazon, Deloitte, Microsoft, Meta, Alphabet). If you truly have a play with these companies, youād be better off creating a standalone campaign to reach them vs. mixing them in with an audience that includes other more tangible prospects.
Titles that sneak in via senior title sets, but are not relevant (Founder, Owner, Self-employed, etc).
Any additional competitors or current clients that didnāt make the initial exclusion list.
š THOUGHT LEADERSHIP LOVE: As we get very close to surpassing the 500 follower mark on Substack (currently at 499!), I wanted to pay the love forward by shouting out a couple great voices to subscribe to/follow.
Jeff Meltzās Finite Scroll: A curated list of the best reads about tech, social, culture, and all things extremely online from one of the smartest folks in digital strategy.
Nathan Jun Poekert, LinkedIn: Nathan was formerly head of social at American Eagle and just announced heās kicking off a consulting gig for Old Navy. Heās quickly become one of my favorite digital strategy thought leaders on the platform and I especially enjoyed his recent post on a topic very near and dear to my heart: the need to create more continuity between organic and paid teams.
Thank you, as always, for reading Wednesday Morning! Subscribe to get new posts delivered to your inbox every other week.