Today in Digital Marketing - The Instagram Feature We've Always Dreamed of Is Here

Episode Date: December 15, 2022

After years of begging, social media managers finally have the one thing they've wanted from Instagram: Support. Also: How one brand is using BeReal. TikTok has three trends marketers should build into their 2023 campaigns. Why Netflix's advertisers are getting refunds. And Walmart bets on a  positively prehistoric marketing channel.✅ Follow Us on Social MediaIf you like us, you'll love the Ariyh Marketing Science Newsletter — marketing tactics based on science. Get three-minute marketing recommendations based on the latest scientific research from top business schools.👉 SIGN UP FREE NOW✨ GO PREMIUM! ✨   ✓ Ad-free episodes  ✓ Story links in show notes  ✓ Deep-dive weekend editions  ✓ Better audio quality  ✓ Live event replays  ✓ Audio chapters  ✓ Earlier release time  ✓ Exclusive marketing discounts  ✓ and more! Check it out: todayindigital.com/premiumfeed 🤝 Join our Slack: todayindigital.com/slack📰 Get the Newsletter: Click Here (daily or weekly)Or just The Top Story each day on LinkedIn. ✉️ Contact Us: Email or Send Voicemail⚾ Pitch Us a Story: Fill in this form📈 Reach Marketers: Book Ad🗞️ Classified Ads: Book Now🙂 Share: Tweet About Us • Rate and Review------------------------------------🎒UPGRADE YOUR SKILLS• Inside Google Ads with Jyll Saskin Gales• Foxwell Slack Group and Courses Today in Digital Marketing is hosted by Tod Maffin and produced by engageQ digital on the traditional territories of the Snuneymuxw First Nation on Vancouver Island, Canada. Associate Producer: Steph Gunn. Ad Coordination: RedCircle. Production Coordinator: Sarah Guild. Theme Composer: Mark Blevis. Music rights: Source AudioSome links in these show notes may provide affiliate revenue to us. Our Sponsors:* Check out Kinsta: https://kinsta.comPrivacy & Opt-Out: https://redcircle.com/privacy

It is Thursday, December 15th. Today, after years of begging, social media managers finally have the one thing they've wanted from Instagram, support. Also, how one brand is using BeReal, TikTok's three trends marketers should build into their 2023 campaigns, why Netflix advertisers are getting refunds, and Walmart bets on a positively prehistoric marketing channel. I'm Todd Maffin. Here's what you missed today in digital marketing. You don't earn your wings as a social media manager when you run a campaign. You earn them when Instagram locks you out of your brand account. It's an unfortunate rite of passage for many marketers, but this week, Instagram finally released some help on that front. First, the company's created a new Hacked Hub, where users can report and resolve account access

issues. If you're unable to log into your Instagram account, you can go to instagram.com slash hacked on your device or desktop browser to access the new hub. Next, you'll be able to select if you've been hacked, or you forgot your password or lost access to your two-factor authentication, or maybe someone's used your information to create a new account, and so on. You can then follow a series of steps to regain access to the account. For those of you that manage multiple accounts, you will be able to choose which account needs support. Instagram is also expanding access to a feature it started testing earlier this year that lets users ask their friends to confirm their identity

in order to help them regain access to their account. Now, if you're locked out, you will be able to choose two Instagram friends who can verify your identity. The platform has also started testing sending warnings if an account that it suspects may be impersonating someone requests to follow you. In the coming months, it will also send warnings if an account that may be impersonating a business sends you a DM. Finally, the company will start displaying the blue verified badges in the feed

so users can easily determine if the account they're interacting with is genuine. Until now, those badges have only been visible in stories and direct messages. As marketers turn to social media during the busiest shopping season of the year, Logitech took a different approach with its organic holiday marketing campaign. On social media's new kid on the block, Be Real. Why? Well, the brand's VP of marketing says it's because Gen Z lives on Be Real. Quote, Gen Z places new authenticity and filterless feeds. And if we're trying to convert this audience to Logitech fans, we'll need to meet them where they are. Unquote. The 12 Days of Deals campaign gave consumers on the app access to daily surprise deals and exclusive offers on items like keyboards, gaming headsets,

and microphones. Each post was focused on the holidays, including cameos from Elf on the Shelf. Then, info on how to redeem those deals was provided in the caption. The app, though, still isn't the most brand-friendly platform, especially considering it doesn't allow for ads. As a great piece of day in Marketing Dive points out, the app challenges brands to be prepared for a more candid online presence because it functions by notifying users that it's time to be real at any parts of the day. Another challenge is the ability to grow an audience,

which the company's VP added is kind of tough. To measure success on the platform, Logitech is tracking follower requests. So far, the brand says it's been happy with the response. Security researcher Brian Krebs posted the results of an organic engagement experiment he did. He wrote an article, then posted a link to it on Twitter, LinkedIn, and Mastodon. On Twitter, where he has 350,000 followers, about 2% of his followers clicked on the story. On LinkedIn, where he has about 100,000 followers, less than one-tenth of 1% clicked the link. That was on LinkedIn. But on Mastodon, where Krebs only has 15,000 followers. More than 22% of those people clicked his story link. And remember, there's no content recommendation algorithm based on engagement

there. Mastodon's feed is a simple reverse chronological list of posts. His conclusion, quote, for now at least, engagement on Mastodon is significantly higher than on either LinkedIn or Twitter. TikTok released its annual trend forecast this week. The platform predicts three major trends for 2023. First, actionable entertainment. Four out of five users said the platform is entertaining and content is curated based on what communities find to be entertaining. So the most effective messages from brands have been uplifting, funny, personalized, or entertaining. TikTok says brands can turn to editing techniques to retain viewers' attention, such as syncing sounds to transitions and, of course, adding text overlays.

Next, what they call making space for joy. TikTok found nine out of 10 users who took an action off platform as a result of the platform, said the app makes them happy, so brands should align their messaging with the community's desire to add joy to their lives. And finally, community-built ideals. TikTok noted that two out of five users said watching creator content made them feel like part of the brand's community, so brands should, quote, tap into niches and not be afraid to get specific. Once a brand understands its key groups, then it can amplify the voices that define them and augment those honest, authentic conversations that people care about, unquote. It seems that Netflix's ad tier is off to a slow start. Digiday reported today that the streaming giant is falling short of ad-supported viewership guarantees, and as a result, is now letting advertisers get their money back for ads that have not yet run,

according to multiple agency executives. The execs said the specific amounts vary by advertiser, but in some cases, Netflix has only delivered about 80% of the expected audience. They added that the company structured its initial ad deals on a pay-on-delivery basis, in which advertisers would only end up paying for the viewers they reached, and Netflix would return any unspent ad dollars at the end of the quarter. While some advertisers are indeed reclaiming their ad dollars, others have reportedly asked to move their budgets to the first quarter of 2023 or later because they believe its ad tier

will continue to grow. Netflix declined to comment on the report. 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.

If you're looking to step up your game when it comes to video ads in the new year, this could come in handy. Meta recently released a new report on video advertising best practices based on data from more than 70 campaigns. First, the research stressed return on investment for video ads is more than five times higher when a brand logo is used in the ad and is highest when the logo is shown within the first two seconds. This is even more important with short-form video clips highlighting the need to make your branding known as soon as possible. The research also found that placing your brand's products within lifestyle situations increased ROI by about a quarter. So things like sporting events and celebrations. Meta also says that mobile optimized campaigns, those that are less than 15 seconds, are square or vertical and made for sound off, deliver nearly two times the ROI of non-mobile

optimized assets, while ads created for a SoundOff environment perform five times better than sound on ads. Finally, the report suggests that enabling additional placements for your video ads, aka spending more money on Meta's platform, can help you extend your reach, of course. The effectiveness of campaigns with more than eight placements is three times greater than those with only one to three. The report, of course, goes into much greater detail. A link to download the report is in today's premium newsletter. Shoppers can now get a rollback by texting. Yesterday, Walmart announced it's launched a new text to shop tool. The feature comes just two years after a similar text experiment failed.

With the new shopping option, customers can text the retailer items they need, and they will be added to their cart. Shoppers can choose from a variety of items, including those from their local store and those from Walmart.com. Consumers can also text REORDER to add frequently ordered items to their cart. The new tool lets shoppers create in-store shopping lists, And that will bring us to the lightning round. Twitter is on track to lose 30 million users over the next two years, according to a new forecast. The report from Insider Intelligence suggests users will abandon the platform after frustrations over mounting technical issues, increased hate speech, and offensive content flood the platform. Elon Musk's social experiment is expected to lose more users in the U.S. than any other country. Meanwhile, Platformer News reports that Twitter's genius new plan to get advertisers back is to,

let me check my notes here, shrink the size of their ads. Yes, Elon Musk tweeted the other day that the ads are way too big. His words. Sources inside Twitter told Platformer that the company will cut the height of ads in the feed by 50% and will decrease the number of ads to every six tweets rather than the current frequency. YouTube is now testing emoji reactions on live streams. Users in the experiment will see options to react on the broadcast. Reactions will be anonymous and other viewers in the chat won't be able to see who used what reactions. And Reddit launched a new Reddit for business

website yesterday, which will aim to help marketers with their campaigns. The site includes usage stats, tips, case studies and educational resources. Nothing interesting to add here. So thanks for for listening i'll see you tomorrow to get a bag better wake up early i stay as flies up birdie birdie i'm looking clean i'm feeling worthy but down south get dirty dirty to get a bag better wake up early i stay as flies up birdie birdie i'm looking clean i'm feeling worthy but down south get dirty dirty