Wednesday Morning, Issue 35 (1/16/25)
Majority of TikTok media budgets expected to be reallocated to Meta and YouTube, Reddit rolls out AMA ads and Trends research tool, Meta makes life more difficult for healthcare/financial advertisers.
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.
🗞️ JUST THE HEADLINES:
It’s truly wild times and TikTok may cease to exist this Sunday, January 19, for one day, or more. Close your eyes and guess where advertisers will reallocate these funds. Did you guess Meta? YouTube? You’re correct! Here’s the source for the chart below. (This TikTok ban writeup was inspired by everyone’s new favorite Instagram famous real estate agent.)
Despite brands’ unease with Meta’s content moderation reversal, an advertiser exodus similar to what we saw on X is not expected. Why? “Its scale, ease of use and ability to drive results.”
Reddit rolls out AMA ads, helping brands more seamlessly promote AMAs directly from Reddit Ads Manager. The new AMA ad format includes a dynamic 'Remind Me' button, RSVP count, and AMA go-live date, allowing brands to track how many RSVPs are received from the promotion. For inspo, here’s a recent brand AMA example from Sephora and an adorable example of Snoo hosting his own AMA below.
Meta’s making it more difficult for advertisers who collect sensitive personal information from customers (healthcare, finance) to optimize for mid and lower-funnel events on the platform. The tl;dr: brands in these industries will need to find workarounds or stop relying on Meta to drive lower funnel conversions.
📚 REPORTS & RESOURCES:
Reddit’s new Trends Pro Tool can be accessed for free in Reddit business accounts. This tool allows brands to:
Track real-time conversations about their brands, products, and industry trends
Visualize conversation volume across Reddit communities
Monitor discussions across approximately 100,000 “smart” keywords
Access a feed of relevant conversations
(Soon) view related keyword suggestions
Social Search by the numbers: 67% of users engage with social search as part of their purchase journey, a key stat to consider as you map out search/social budgets in preparation for a potential shift to a ‘zero clicks’ experience in Google due to their increasingly useful snippets.
TikTok and Ipsos have released a new report on TikTok’s unique value as an ecommerce tool. Read at your leisure as we all wait to see TikTok’s fate.
🫶🏻 WAYS WE CAN WORK TOGETHER: Sometimes I hear from longtime readers who would like to properly work together. Maybe that’s you? If so, here are two new 2025 offerings that could be of interest: our Reddit Brand Strategy Sprint and our Organic Gets Paid private group training.
Thank you, as always, for reading Wednesday Morning! Subscribe to get new posts delivered to your inbox every other week.