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Our Marketing team is back with a roundup of news & industry updates. This way, we keep our team, clients and interested marketers up to date with what's going on in the social media industry :)
TikTok has confirmed that click-only attribution fails to capture most purchases driven by the platform. More specifically, they’ve found out that click-based attribution undervalues TikTok conversions by 73%, while 79% of purchases driven by the platform are not captured through common attribution methods.
Following their recommendations, marketers should turn on click-through and view-through attribution for more accurate results.
TikTok has expanded its creator funding initiative to encourage creators to keep posting on the platform. Creativity Program Beta is now available for all eligible UK creators, Brazil, France, Germany, Japan and Korea.
Google has launched a new AI tool called Creative Guidance that will detect the following best practice elements within a video:
Brand logo: Does it show up within the first five seconds?
Voiceover: Is there a voiceover?
Video length: Does the video have the recommended length based on the marketing objective?
Aspect ratio: Does the ad group include at least one of all three orientations?
The annual Pinterest advertising event took place last week, and our Paid Media team (thank you, Olivia & Matt) kindly took some notes to share across the agency. Here are their key takeaways:
Premiere Spotlight: Launched in March, these are premium video solutions, and placements can be bought on the homepage. Now, they’ll also allow advertisers to run similar-sized placements in user home feeds.
Showcase Ads: A collection of pins stitched together. These ads will invite users to engage with a promotion by swiping for more details.
Quiz Ads: Allows users to answer questions, and Pinterest has seen an 80% Quiz completion rate from pet content.
Mobile Deep Links: To drive more traffic directly to a specific page in a retailer's mobile app, which saw a 235% lift in conversion rates & 35% lower CPAs.
Creative Studio: A tool to help businesses generate lifestyle imagery for product Pins. It’ll be driven by AI and work following a ‘3 Step Framework’ for content creation (useful, actionable, insightful content).
Collages: A new display option that allows users to cut objects out of a Pin and combine them with other cutouts to create interactive images. Collages saw 2X the engagement of other pins.
YouTube is testing full-screen vertical live streams on the platform. It would only be available on mobile versions, including a scrollable live feed and excessive fan funding features.
Meta is developing an AI tool based on their Code Llama model, which hopes to be as sophisticated as OpenAI Chat GPT-4.
Meta has released a new peak holiday season guide that includes Meta’s AI ad tools and how to make the most out of them, a dedicated section for Advantage+ shopping campaigns, and creative best practices.
Instagram has added a new ‘Following’ Reels tab so that users can only see video content from the profiles they’re following instead of what the algorithm recommends.
Instagram is currently working on the capability to hide user activity (likes) from other users.
The platform will also start hiding offensive message requests and comments within a month.
Threads has added a new desktop functionality that allows users to follow a specific thread without following the author.
