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Social Media

Expanding Your Attribution Window Can Lead To Higher Conversion Rates in Social

By Social Media No Comments

As talk continues about a potential recession ahead, it is imperative for advertisers discover the most efficient channels where people are buying. In the context of paid social, studies show that people who take longer to convert also spend more money, so including them in your measurement means getting more value out of every dollar you spend. 

For Pinterest ads in particular, advertisers large or small on Pinterest are much more likely to receive conversions when they extend their attribution window from 1/1/1 (1/1/1, or 1 day click, 1 days to engage, 1 days to view) to 7/7/7 (7/7/7, or 7 day click, 7 days to engage, 7 days to view). 

Studies have shown when people have more time, they buy more.

In times like these, marketers tend to rush to that last-click, bottom-of-the-funnel ROAS quick fix. But, that can be a mistake. You’ll get more value out of every dollar you spend if you account for the converters who take longer spend more money.  

Due to the possibility of an upcoming recession, consumer confidence is dropping rapidly.

Marketers must find ways to combat this slowing demand by discovering most efficient channels where people are still spending. Extending your attribution window to account for people who take longer to convert means squeezing more out of every dollar you spend. 

When you widen your attribution window, you will maximize ROAS for your media. Roughly 75% of conversions that occur after one week should not be missed. At the very least, examine the 7/7/7 if you are at 1/1/1. You’ll find the sweet spot when your 2022 and 2023 campaigns have a greater overall ROAS and you’re accounting for the big spenders who buy more. 

If you’d like help with your paid media strategy, please contact us today. We’re here to help.

How to Maximize Your Content Reach on Facebook

By Social Media No Comments

Although Facebook continues to lose new users to platforms like TikTok, the social networking site does still boast an active user base. With roughly 2.93 billion monthly active users as of the second quarter of 2022, Facebook is the most used online social network worldwide.

Number of monthly active Facebook users worldwide as of 2nd quarter 2022 (in millions)

With this in mind, Meta published a new overview showing how marketers can maximize their reach on Facebook, and grow their fan base via News Feed distribution.

Facebook’s News Feed algorithm historically relied on these key elements when deciding who sees what content:

  • What content has been posted? What posts are available from friends, other creators and Pages that we can show?
  • Who might like this content? We consider a multitude of signals such as who posted the content, when it was posted, what was the topic and past user behavior, among others.
  • How likely are people to engage with the post? We try to predict how likely a given person is to engage with your post and find it meaningful. We make a variety of these predictions for each piece of content.
  • How interested will the audience be in this post? Based on all of the data we have gathered on the post, which pieces of content should get priority?

When considering Facebook engagement in 2022 specifically, Meta says that it now views Facebook engagement in two ways:

  • Connected Distribution – Your posts are seen by those who follow you on Facebook. This is your core audience on the platform.
  • Unconnected Distribution – Your posts are seen by those who don’t follow you, but may be interested in your content. This type of distribution can come through other users sharing and re-sharing your posts or from our recommendations in our “Suggested for You” sections.

Both of these types of engagement have existed in Facebook for years, but the latter element is getting more specific focus, as Meta looks to pump more AI-fueled content recommendations into your feed. In fact, Meta CEO Mark Zuckerberg flagged the company’s plan to double the amount of AI-recommended content in user feeds by the end of the year.

As per Zuckerberg:

“Right now, about 15% of content in a person’s Facebook feed and a little more than that of their Instagram feed is recommended by our AI from people, groups, or accounts that you don’t follow. We expect these numbers to more than double by the end of next year.”

In other words, ‘Unconnected Distribution’ is set to become a much bigger factor in determining your Facebook post reach – which means marketers need to consider how Unconnected Distribution works in the broader process.

Meta provided some guidance on how to maximize Unconnected Distribution

Facebook 'Unconnected Reach'

How each of these elements factors into Facebook’s ‘Unconnected Distribution’ algorithms is not yet clear, but this does indicate that Facebook will promote as much original content as it can, while optimizing for engagement remains a key consideration.

If you need assistance leveraging Facebook or any other digital platform, please contact us today.

You can read Meta’s full overview for creator distribution here.

YouTube Launches New Monetization Program for Shorts Creators

By Social Media No Comments

YouTube announced it will provide more direct monetization options for Shorts creators, which could make YouTube the platform of choice for more creative talent. This move is one of the latest attempts from YouTube to compete with TikTok, which continues to dominate the social media landscape.

As explained by YouTube:

“Starting in early 2023, Shorts-focused creators can apply to the YouTube Partner Program by meeting a threshold of 1,000 subscribers and 10 million Shorts views over 90 days. These new partners will enjoy all the benefits our program offers, including the various ways to make money like ads on long-form and Fan Funding.”

Monetizing short-form video is hard, because you can’t add pre- and mid-roll ads into clips into clips that are only 30 seconds long. This wouldn’t matter, except for the fact that short-form clips are the current trend in the space, thanks to TikTok. As a result, YouTube is promoting a new process for Shorts with the aim of providing an equitable revenue share.

“In Shorts, ads run between videos in the Shorts Feed. So, every month, revenue from these ads will be added together and used to reward Shorts creators and help cover costs of music licensing. From the overall amount allocated to creators, they will keep 45% of the revenue, distributed based on their share of total Shorts views. The revenue share remains the same, no matter if they use music or not.”

This means the monetization is a combined pool of revenue that will be split based on video view counts. The 45% revenue split is also different to the usual YPP rev share, which allocates 55% of overall ad revenue to creators.

YouTube’s VP of Creator Products Amjad Hanif explains why the revenue split is different for shorts:

“Most folks who are in short-form today are earning through a fixed fund, and a fixed fund doesn’t commit a specific percentage to the creator. In fact, it’s up to the platform to determine each and every month how they’re going to divide that up […] In short-form, we’re gonna’ share with all creators who are part of the feed. As a part of that, that means spreading it out across all the creators, whether it was right before the ad, or three videos away from the ad. Shorts is also an area where we’re investing a lot of product and engineering time into things like creation tools, as well as trust and safety. And so, part of that rev share is being aware of the investment we need to make.”

Due to the added costs of video creation – music licensing in particular, YouTube’s taking a bigger cut, even as more advertisers look to tap into Shorts, which are now being viewed by 75% of YouTube’s active user base.

As YouTube puts more emphasis on short-form content, advertisers will pay attention. If you need assistance leveraging YouTube or any other social media or paid media platform, please contact us today. We are here to help.

Reels Generate The Most Reach on Instagram

By Social Media No Comments

Video remains a focus for Instagram and videos in the Reels format drive the most engagement across the platform.

In fact, the HypeAuditor team analyzed 77.6 million Instagram posts throughout July 2022 to measure the engagement trends, based on format. They found that:

  • The most commonly posted type of content on Instagram remains image posts, at 42% of all posts. Carousels came in second, at 26%
  • But look at that ‘Estimated Reach’ bar – Reels, despite being the third most popular post option, are seeing the most reach on the platform, by a notable margin. HypeAuditor measured relative Reach by analyzing the number of people who saw each post, based on public data
  • Reels are also generating a lot more Likes, though image posts still generate more comments, at least based on this sample set

The data consistently shows that Reels are the best current option for maximizing reach and engagement. Despite this, most users are not posting Reels as yet. This could present significant opportunity to get more attention for your Reels content in short-form clips.

Here are a few statistics on Instagram Reels from Meta:

  • The Instagram Reels feature generates 67% more engagement than standard Instagram videos. 
  • 70% of marketers surveyed said they plan to boost their video content on Instagram.
  • Brands receive more engagement on Instagram Reels than on TikTok by 387,000 more likes.
  • 9 out of every 10 Instagram users watch videos each week.
  • Instagram Reels video provides 8% more real estate than TikTok does.

Here are a few expert tips to supercharge your Instagram Reels:

  1. Use a call to action asking viewers to DM you using a keyword.
  2. Ask viewers to mention you in their Instagram Story.
  3. Be sure to use the proper 9:1 dimensions and vertical format.
  4. Unless you really have to, never delete your Instagram Reels.
  5. Run a Giveaway or Contest with Instagram Reels.

If you need assistance leveraging Reels in your social media strategy, please contact us today. We are happy to help.

Pinterest Continued to Lose Users in Q2, Despite Ramping Up eCommerce Features

By Paid Media, Social Media No Comments

According to Pinterest, there are now 433 million monthly active users on Pinterest worldwide, down 5% from last year.

It is predicted that Pinterest will slowly shed users over the next five years.

Here’s a brief look at the numbers:

  • Pinterest anticipates third-quarter revenues to increase by “mid-single digits” versus last year, falling very short of analysts’ expectations of 12.7% growth.
  • Pinterest’s revenues rose 9% year-over-year (YoY), its slowest growth in two years, due to softening advertising demand from CPG companies, big-box retailers, and mid-market advertisers.
  • Average revenue per user (ARPU) grew 20% in the US & Canada, going from $4.87 to $5.82. Global ARPU jumped 17% overall.
  • CFO Todd Morgenfeld said on the company’s earnings call that shopping revenues are growing twice as fast as overall revenues.

An Increased Investment in Social Commerce

Due to this decrease, Pinterest’s new CEO Bill Ready is hoping social commerce will return the platform to future growth.

However, Pinterest will have to compete with the more prominent social commerce platforms like Facebook, Instagram, and TikTok. If Pinterest can grow its user base and lean into personalization and social commerce, it could potentially outshine the competition since the platform is great at monetizing its current and loyal audiences.

Younger Audiences Aren’t Interested in Pinterest

Although they are making a push towards social commerce and personalization, Pinterest still struggles to reach teen users, which proves to be a blocker for many brands. This could further limit Pinterest’s ability to attract retailer and advertiser spends. Pinterest has loyal consumers; however, it lacks the attraction of new users.

The Platform Still Plays A Role In The Customer Journey

Pinterest has the unique position of being social media, search, and commerce. Since the platform is a tool for inspiration and product discovery, it’s important for brands to capitalize on the consumer shopping journey, which gives it a more valuable insight for consumer purchase intent, making it more attractive to retailers.

With Pinterest’s personalized shopping experience, it is important to cater ads and lean into personalization to ensure the user’s experience is relevant, and that you speak to the user journey with sequential messaging.

If you need assistance leveraging Pinterest or any other media platform for the upcoming holiday season, contact us today; our experts are here to help.

The Five Factors That Drive eCommerce Loyalty

By eCommerce and Marketplaces, Social Commerce, Social Media No Comments

As we all know, brand loyalty was disrupted during the pandemic, and it changed nearly every part of the eCommerce playbook.

Over these past couple of years, marketers needed to find a way to attract shoppers and convert them into repeat customers. One of the best ways for brands to understand their customers’ wants and needs is through harnessing social media, which provides opportunities to create personalized marketing campaigns.

The Five Factors

The five key factors that can help online brands with digital loyalty are relevance, a seamless shopping experience, convenience, personal connection, and community endorsement.

  1. Relevance: Shoppers want the ability to discover relevant products they desire and need that they hadn’t thought about.
  2. Seamless shopping experience: Consumers prefer technology that recommends products that meet in-the-moment needs.
  3. Convenience: Shoppers expect to receive their products within a couple of days at a reasonable delivery cost (and a no-hassle return experience).
  4. Personal Connection: Consumers expect a personal customer service experience, where the brand reflects their identity and knows them enough to provide relevant offers.
  5. Community Endorsement: Shoppers want to feel part of a community and will naturally trust recommendations or reviews by other like-minded members.

This shift in the eCommerce reality has forced many businesses to rethink their approach to customer relationships. With more users online, fostering digital loyalty can yield a real and significant revenue boost.

By focusing on these five factors, marketers drive loyalty to your brand by harnessing the best social media tools and creating personalized marketing campaigns.

You can ensure a seamless experience that prioritizes usability, but also delights shoppers with new and innovative experiences. If possible, offer curbside or locker pickup, which will cut the cost of delivery and time, in turn making customers satisfied.

We also recommend employing new tools, like customer care online chat platforms or messaging apps, to improve responsiveness to consumers. These kinds of tool are highly desired. In fact, a recent Accenture study shows that 90% of U.S. consumers and 86% of businesses prefer apps and mobile chat. This can also help create a more personalized experience.

And, bear in mind a recent Yieldly report indicated that 75% of consumers say they are more likely to buy from brands offering personalized experiences. It’s also important to ask loyal customers to leave reviews and recommendations; this tactic can broaden your brand’s social reach through enlisting creators who have credibility in a particular product area.

If you’d like assistance with your integrated social media, eCommerce, marketplace or app strategy, contact us today. Our experts are here to help.

Snap’s Virtual Object Creation Accelerates the Metaverse Shift

By metaverse No Comments

In what some are calling a game-changer and a clear move toward the metaverse, Snap launched virtual object creation and shared its latest research paper, which outlines a new way to create 3D digital assets from photos and videos of objects sourced from online collections, like Google images.

The process, which Snap is calling ‘Neural Object Capture and Rendering from Online Image Collections’, allows AR and VR creators to search for an item on Google, select a group of relevant images, taken from different angles, and automatically fill in the gaps, enabling 3D object creation without tedious scanning.

As explained by Snap:

“This approach could unlock the ability for an AR creator or developer to digitize any object in the world, as long as there are photos or videos available of it found in an online image collection. This is a significant step towards the goal of creating a library of AR digital assets to overlay computing on the world.”

This could mark a big step for Snap’s own AR ambitions, and could set the platform up for the coming metaverse, where people create their own virtual environments that others will then be able to visit, interact with, and even purchase digital and real-world items from, within the VR space.

Meta has been looking to its advances in eCommerce and to expand its virtual item library, with brands encouraged to scan in digital versions of their products to enhance their in-app listings. This new process from Snap eliminates the need to manually scan their products.

Snap is presenting this new paper at SIGGRAPH 2022. We will keep you informed of any new details on this acceleration in building new AR and VR experiences. If you want to learn more about how you can prepare for the metaverse, contact us today.

Acronym is a Finalist for Two U.S. Search Awards

By Acronym News, Paid Search, Programmatic, Social Media No Comments

Acronym is Recognized for Best Use of Local Search and Best Integrated Campaign

The U.S. Search Awards short list was released on Friday and Acronym nabbed two wins as a Finalist for The Best Use of Local Search and The Best Integrated Campaign. Winners will be announced on July 29th.

The recognized campaign for the Best Use of Local Search campaign spotlighted our work with a luxury hotel brand that sought to increase non-brand local Search rankings and traffic for 700 individual property websites, including hotel/resort, residences, spa, restaurant, and bar listings — all while driving measurable revenue through local, organic Search efforts.

Acronym developed and executed a framework of best practices for local listing optimizations, including each location’s most desired non-branded Search terms and gave the individual property listing managers clear and tailored processes for ongoing efforts to drive lasting results.

The average non-brand local rankings for individual properties increased by 29%.

The individual property website traffic increased by 8% and property revenue from local organic Search also increased by 8%.

Local property managers are continuing to implement Acronym’s processes, and we expect these results to continue to increase month-over-month as additional content is optimized through local search engines. 

Meanwhile, the recognized work for Best Integrated Campaign spotlights how Acronym helped Wharton Executive Education grow their audience, improve prospecting efficiency, and limit the barriers to entry for programmatic content while ensuring the brand’s presence across premium publishers to drive more online applications.

Acronym streamlined prospecting and awareness through seamless buying to dramatically improve efficiencies by creating strategic programmatic content alignment with publishers on premium websites including sites like Finance.Yahoo.com, USAToday.com, Newsweek.com, Forbes.com, SFGate.com, CNN.com, NewYorkTimes.com, NewYorkPost.com, HuffPost.com, CBSNews.com, WashingtonPost.com, BusinessInsider.com, and more.

This new approach to display and programmatic advertising reduced time spent on media buys, drove efficiencies, and increased performance, enabling Acronym to limit barriers to entry, buy directly on premium sites more efficiently, lower barriers to entry and develop a new process that performed the way you would through direct site buys, programmatically.

This is the third recognition for Acronym’s work with Wharton this year. Last month, U.S. Campaign named Acronym a Finalist for the Best Use of Digital/Programmatic and the social media campaign supporting Wharton’s Live Online Programs was named Agency Campaign of the Year by Sprout Social.

If you’d like help developing the right local Search, Programmatic or Social Media campaign for your brand, please let us know. Our media teams are ready to help!

Meta’s Developing Spatial Audio Tools to Enhance Virtual Experiences

By Social Media No Comments

Despite the failure of audio platforms like Clubhouse to gain critical mass, audio continues to reign supreme via podcasts and it helps create immersive experiences, bringing virtual realms to life.

In fact, according to Meta’s latest research, in order to facilitate true-to-life AR and VR experiences, Meta is now developing spatial audio tools which respond to different environments as displayed within visuals.

Meta is focusing on the commonalities of sound that people expect to experience in certain environments, and how that can be translated into digital realms.

As explained by Meta:

“Whether it’s mingling at a party in the metaverse or watching a home movie in your living room through augmented reality (AR) glasses, acoustics play a role in how these moments will be experienced […] We envision a future where people can put on AR glasses and relive a holographic memory that looks and sounds the exact way they experienced it from their vantage point, or feel immersed by not just the graphics but also the sounds as they play games in a virtual world.”

This could mean the metaverse will be much more immersive, and could play a more significant role in the customer’s experience than you might initially expect.

Meta’s already factored this in, to at least some degree, with the first generation version of its Ray-Ban Stories glasses, which include open air speakers that deliver sound directly into your ears.

Ray Ban Stories

In fact, Meta is so committed to audio, the platform is making three new models for audio-visual understanding open to developers.

“These models, which focus on human speech and sounds in video, are designed to push us toward a more immersive reality at a faster rate.”

We will be watching to see how Meta builds its spatial audio tools to enhance its VR and AR systems. In the meantime, if you need assistance with your social media strategy, please contact us today. Our teams are here to help.

Meta’s Recurring Notifications Helps Brands Reach Customers Anywhere In Their Journey

By Insights & News, Social Media No Comments

Meta launched ‘Recurring Notifications’ on its Messenger Platform, which now enables businesses to send “proactive, automated messages, to people who have opted-in to receiving them.”

Recurring Notifications in Messenger

Marketers may now send sales notifications, updates, newsletters, and more with the frequency options ranging from daily to monthly, “so businesses can reach customers at any moment in their journey”.

This is a significant shift in Met’s previous Messaging policy which strictly limited the frequency with which a business could message users, even if they’ve opted-in.

As explained by Hootsuite:

“Businesses can only contact someone after receiving a message from them first. Once you’ve received a message, you have 24 hours to reply. After that, Facebook used to let businesses send one message. But as of March 4th, 2020, that option will be gone. Beyond that, the only remaining option is to send a Sponsored Message. These ads can only be sent to existing conversations.”

In fact, Meta’s Messenger Platform and IG Messaging API Policy Overview explains:

“Businesses will have up to 24 hours to respond to a user. Messages sent within the 24 hour window may contain promotional content.”

Brands can now use ‘One-time Notification’, which enables businesses to send one follow-up message after the 24-hour messaging window has ended. But Meta has been careful about allowing businesses to overuse its messaging API, to avoid spamming spamming.

It seems this is no longer a concern, and with users having to opt-in, it appears that is now enough for Meta to allow increased messaging to potential customers.

If you’d like assistance leverage Meta or any social media platform in your marketing campaigns, please contact us today. Our experts are here to help.