Today in Digital Marketing - Instagram is the Only Jewel Left in Meta's Crown

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Starting point is 00:00:18 starting at $19 per month at zensurance.com. Be protected, be Zen. Today, is Instagram the only refuge Be protected. Be Zen. chat's app gets fancier. And on the premium podcast with more stories, no ads and expert deep dive episodes, the surprising effect this holiday season's 6 billion out of stock messages had on e-commerce revenue. It's Thursday, January 13th, 2022. Happy Loughry Day, India. I'm Todd Maffin from EngageQ Digital, and here's what you missed today in Digital Marketing, episode 539. There used to be a time when the cost for impressions on Facebook's ads platform was reasonable. Those times seem to be slipping away from us. New research has found that Facebook CPMs, that's the cost for each thousand impressions, averaged 54% higher this past Q4 compared to the same quarter in 2019.

Starting point is 00:01:28 On Instagram, it was also up by 50%. And while, yes, CPMs dipped a bit in our favor toward the end of 2020, thanks to reduced spending, which was thanks to the pandemic, prices did creep up again. The data comes from a Q4 report by Tenuity, a large performance marketing firm with $3 billion in digital spend to analyze. The agency says their clients used the meta ad platform more than 32% year over year in Q4, more or less on par with the Q3 growth. So if we're spending more, are we getting more impressions? Of course not. The data showed we're getting fewer. Impressions on Facebook ads have declined year over year for three straight quarters. Instagram impression growth, on the other hand, has remained positive,

Starting point is 00:02:14 helped along by newer inventory like Explore, Reels, and Shop placements. Tenuity predicts Instagram growth will continue to outpace that of Facebook for at least the short term. Twitter has analyzed a decade's worth of brand tweets and what users respond to and has summarized it in a new report giving brands advice on how they can maximize success on the platform. The guide is called Hashtag Real Talk. Here are some of the highlights. Brand conversation is rising as more people are looking to engage with businesses on the app. 70% believe that brand Twitter is one of the best parts of the platform. 61% of people say that you should acknowledge moments of crisis in advertising and communications when they're occurring. Only 37% believe brands should tweet about social and cultural issues,

Starting point is 00:03:08 and that is a lot lower than I thought it would have been. Really, the key message of the guide is to stick with your brand messaging, know your target audience, what they expect, and tweet about what they care about. The report itself is 50 pages long. It's quite expansive, but worth a read if you want to know more about what consumers expect from brands on Twitter. If you're interested, there is a link to download the complete guide in today's premium newsletter. To digital marketing on video screens now.

Starting point is 00:03:36 It's been almost two years, but Gimbal and TrueX have revealed the reason they merged. The two ad tech companies have created a new targeting tool for connected TV called TrueTargeting. The product aims to address the entire purchase funnel for marketers and media buying agencies. Digiday reports that the tool will combine aspects of each company by using Truex's attention-focused targeted ad product for video publishers, along with Gimbal's data-driven programmatic tool. The data collected will come directly from consumer first-party surveys, footfall behavior, cross-device interactions, and media and viewership habits.

Starting point is 00:04:16 True targeting could also help eliminate cookie-related issues, since the company insists it is fully privacy-compliant, and the reason it is is because consumers opt in to share their data. The new ad marketplace product is expected to be announced next week. It's the season for new styles, and you love to shop for jackets and boots. So when you do, always make sure you get cash back from Rakuten. And it's not just clothing and boots. So when you do, always make sure you get cash back from Rakuten. And it's not just clothing and shoes. You can get cash back from over 750 stores on electronics, holiday travel, home decor, and more. It's super easy. And before you buy anything, always go to Rakuten

Starting point is 00:04:57 first. Join free at Rakuten.ca. Start shopping and get your cash back sent to you by check or PayPal. Get the Rakuten app or join at Rakuten.ca. R-A-K-U-T-E-N.ca. Do you have business insurance? If not, how would you pay to recover from a cyber attack, fire damage, theft, or a lawsuit? No business or profession is risk-free. Without insurance, your assets are at risk from major financial losses, data breaches, and natural disasters. Get customized coverage today starting at $19 per month at zensurance.com. Be protected. Be Zen. YouTube has added an advanced analytics option to YouTube Studio that helps you understand performance trends across similar videos. The new feature has been launched to all creators and lets you view a scatter plot of your videos

Starting point is 00:05:49 and their comparative performances on variable timelines. The report can help you understand which videos, similar to the ones you're reviewing, have performed well or poorly as compared to your recent content, which could be useful for YouTube planning. Snapchat has added some new ways to snap. All of them, of course, are ripped off elements from other social media apps. But hey, the new options can help marketers boost engagement within the app, yadda yadda yadda.

Starting point is 00:06:19 Here's a look at the new to Snapchat features. First, poll stickers. I'm surprised this wasn't there before, but apparently not. They are emoji-focused polls that you can share in snaps and stories. The interesting take on snaps poll stickers is that you can see how people voted in an attempt to keep responses thoughtful and kind. Number two, chat reply gives you the ability to reply to individual messages in a group chat. Three, Bitmoji reactions, similar to reaction options in other apps, but using your brand's Bitmoji character. And four, improved calling.

Starting point is 00:06:53 There's a new audio and video interface that makes it easier to add lenses. And see who answered the video call before you joined. It has finally happened. One YouTube video has now surpassed 10 billion views. And what is that video? Apparently, to become a viral marketer, all you have to do is make a video that kids will watch over and over and over again. On the show tomorrow, what do the men on Pinterest want to see from your content marketing?

Starting point is 00:07:37 And a case study on one of TikTok's biggest advertisers. What are they doing that you should copy? That's on the show tomorrow. Talk to you then.

Today in Digital Marketing - Instagram is the Only Jewel Left in Meta's Crown

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