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Meta Expands Ad Targeting Restrictions For Teens and Younger Users

By Paid Media, Social Media

Meta has recently updated its data privacy measures for young users, with new restrictions on ad targeting and new control options. Here’s what you need to know.

What’s changed?

Starting in March, Meta will no longer use interests, activity, gender, and in-app engagement to target ads to teens. Instead, age and location targeting will be the only information used to show teens relevant ads.

Meta notes that teens ‘aren’t necessarily as equipped as adults to make decisions about how their online data is used for advertising, particularly when it comes to showing them products available to purchase’. The company states:

“Age and location will be the only information about a teen that we’ll use to show them ads. Age and location help us continue to ensure teens see ads that are meant for their age and products and services available where they live.” 

Why is this important?

Gender targeting can reinforce cultural bias to some degree, while targeted ads based on in-app actions could see inappropriate promotions being shown to younger users.

To be clear, Meta already has restrictions in place that limit the types of ads that can be shown to teens. But these new measures go an extra step, in limiting exposure to promotional content across Facebook and Instagram, primarily.

Which could also limit marketers’ capacity to hone in on specific audiences – but then again, by using Meta’s own AI-dictated ad targeting options, brands will still be able to reach receptive audiences across its apps, based on relevant factors. Now, however, marketers won’t be able to use interests, activity or gender specifically, but there are still commonalities among younger audiences that would see Meta’s AI highlight their promotions to these audiences.

In addition to this, Meta’s also rolling out new options that will enable teen users to control the ads they see in its apps. This change ensures that teens only see ads that are meant for their age and location and protects their online data from being used for advertising purposes without their knowledge or consent.

How to control ad topics:

Meta has introduced Ad Topic Controls, which will give teens more ways to manage the types of ads they see. Here’s how to use them:

  • Go to the ‘Settings’ section of your Meta app
  • Tap on ‘Ad Topic Controls’
  • Select the ad topics you want to see or opt out of

While this change may limit the ability to target specific audiences, Meta’s AI will still be able to highlight appropriate and relevant sponsored content to young audiences based on commonalities. This also helps avoid potential cultural bias in gender targeting and the display of inappropriate ads to younger users.

Meta’s new data privacy measures aim to protect young users’ online data and give them more control over the ads they see. By following the steps outlined above, you can manage your ad topics and ensure you only see ads that are relevant to your age and location. If you need assistance, please contact us today. We’re here to help.

Google Optimize Sunsets in September – What You Need to Know

By Optimization, Paid Media, UX

Perhaps one of the biggest setbacks for testing marketers is the loss of a free tool. Long gone will be the days of testing and personalization within the Google Suite now that Google has announced that they will discontinue their Google Optimize and Optimize 360 testing and optimization tools on September 30th, 2023.   

How Does This Impact Me?  

This news might seem like it only impacts UX testing teams, but the effect extends beyond those teams.   

Analytics teams should ensure any new testing tools can be reported against and integrated into your current process. This means that you’ll need a team dedicated to building a strategy to anticipate any roadblocks that may arise when transitioning a testing program from one solution to another.  

Paid media teams will also feel the ripple of this change, considering there is no other testing tool available at this time that communicates as efficiently and effortlessly as Google Optimize does with Google Ads. Of course, all testing solutions can be integrated with Google Ads and Google Analytics but keeping all ad data and testing data within a single solution will no longer be an option.  

How Can I Be Ready? 

In a case like this, an analytics team comprised of UX and CRO strategists, digital analysts and a UX and CRO engineer will want to assess:

  • your testing program goals
  • the current testing velocity
  • the complexity of the concluded tests and upcoming tests
  • and the ensuring that the testing roadmap can be scaled up if velocity increases.

A CRO Engineer and CRO Strategist will then assess which tools are compatible with your testing program and will consider:

  • Will the new tool integrate seamlessly?
  • Will test reports be robust enough to inform a marketing strategy?
  • Will the tool accommodate for any website nuances that require additional coding to effectively run a test or personalization?
  • How will the new tool perform when multiple tests are running at the same time? 

Do I Really Need to Test? 

It can be extremely detrimental to paid media teams to take a testing hiatus.

Testing strategists and CRO engineers work closely with paid media managers to test ads and landing pages. After all, paid media managers strive to send as much traffic as possible to dedicated landing pages, and without testing on these landing pages, it’s nearly impossible to determine which optimizations will generate the highest on-page conversion rates, aka, the most “bang for your buck.”

This is why testing is imperative to build a healthy and successful marketing strategy. Through testing and the learnings we get from testing, paid media teams can ensure that new and existing landing pages are performing at their best.  

If your team used either the free or paid version of Google Optimize, you need to start the process to identify a new tool now.  

For more on testing for CRO and UX and how it relates to paid media, please read this article, which includes tips for success.

What About My Data?  

Although many are not surprised by the news, the question around historical data remains.

Google is encouraging all their users to download and export their data from within Google Optimize before the cutoff date at the end of September. Additionally, you can continue to run any tests or personalizations within the tool until September 30th, but any experiments that are still active on that date will be deactivated automatically.   

Where Do We Go from Here?  

If your testing team is impacted by this change, we can help. Now is the perfect time to begin exploring a new solution, but it’s imperative to begin understanding your current usage of the tool and your testing goals before you begin to compare your options.

There are a plethora of other testing and optimization solutions available on the market and most of them will integrate with your Google Analytics data… but finding the right one isn’t as easy as it may seem.   

In fact, this forced change can lead to improved digital experiences for your users and testing capabilities for your teams. If you’re feeling overwhelmed by the number of choices or need a little guidance in locking in a new tool, reach out to us so we can help you identify your goals and your best next steps.   

Plan Ahead  

As analytics strategists, here is what we advise:   

  • Determine what you liked, and didn’t like, about Google Optimize.  
  • How did it help you and your team achieve your testing and optimization goals?  
  • Which Optimize feature is absolutely a must for your next tool? What could you do without?  
  • Who do I need on my team to make this happen? 

Next, identify your team’s short-term and long-term goals. This could be testing velocity or personalization opportunities, for example.  

Finally, narrow down the tools that you think could work for you. Will it integrate with the rest of your stack? Will its usability impact your workflow? Does it provide the functionalities your team needs?  

Let Us Help  

Although our beloved tools within the Google stack like Google Tag Manager and Google Analytics will remain, the future of testing within the Google stack is uncertain. This means that planning ahead is critical, and here at Acronym we have already begun to consult with our clients on what actions are needed for them to ensure minimal disruption to their testing programs.  

If you need assistance identifying the right solution(s), please contact us today. We’re here to help.

POV by Maria Vera, Manager, CRO & UX, Acronym

Leveraging the Changing Retail Media Landscape

By eCommerce and Marketplaces, Paid Media

The retail media landscape has undergone a significant transformation in recent years, with the rise of social commerce and the increasing use of technology in the shopping experience. This has created both opportunities and challenges for retail brands, and it’s crucial for retail marketers to stay informed and adapt to these changes in order to remain competitive.

One of the key changes in the retail media landscape is the shift toward digital channels. With the rise of social commerce and expanded digital marketplaces, retailers need to be present and active on online platforms, in order to reach and engage with customers. Additionally, retailers need to ensure that their websites are optimized for mobile and that their e-commerce platforms provide a seamless and user-friendly experience.

Consider social commerce. One of the main advantages of social commerce is that it allows retailers to reach a wider audience and expand their customer base. Social media platforms like Instagram, Facebook, and TikTok have billions of users, and by leveraging these platforms, retailers can increase their brand visibility and reach a wider audience. Additionally, social media platforms allow retailers to target specific demographics, such as age, gender, location, and interests, which can help them reach the right audience and increase conversions.

By the end of this year, social shopping – transactions made on or through platforms like Instagram, Facebook and TikTok – will become a $45.7 billion market according to eMarketer. Influencers and content creators are driving these conversions through promotions, posts and reviews of products that have been known to sell out items after going viral.

Currently 43% of retailers who sell on social platforms report that half or more of their revenue comes from social media sales. In fact, retailers are earning the most revenue from Facebook, Instagram, Twitter, and TikTok, respectively.

Keep in mind that social commerce allows retailers to create a more personal and engaging experience for their customers. Social media platforms are designed to be interactive and allow customers to engage with brands and products in a more personal way. This can help to build trust and loyalty, which can lead to repeat customers and word-of-mouth recommendations.

However, retailers need to be aware that social commerce also comes with its own set of challenges. For example, retailers need to ensure that their social media presence is consistent and engaging, and that their products and services are presented in an attractive and informative way. Additionally, retailers need to be aware of the different features and functionality offered by different social media platforms, and use them effectively to drive sales.

To capitalize on the rise of social commerce, retailers need to develop a comprehensive social media strategy that aligns with their business goals. This can include creating engaging content, using social media features like shoppable posts and Instagram checkouts, and leveraging influencer marketing to reach a wider audience. Additionally, retailers should also invest in social listening tools to track their performance and measure the ROI of their social media efforts.

Another major change in the retail media landscape is the increasing use of data and technology. Retailers now have access to a wealth of data on customer behavior, preferences, and demographics, which they can use to personalize their marketing campaigns and improve the customer experience. Even as cookies are phased out, brands can still utilize content to identify and capture consumer data.

Additionally, retailers are increasingly using artificial intelligence, machine learning, and augmented reality to enhance the shopping experience and drive sales.

However, with the rapid changes in the retail media landscape, brands also need to be aware of the risks and challenges that come with it. For example, the increasing use of data and technology also raises concerns about data privacy and security. Additionally, marketers need to be mindful of the changing consumer expectations and preferences, and ensure that their marketing campaigns are authentic, relevant and ethical.

To navigate the new retail media landscape, brands need to stay informed and adapt to the changes. They should be willing to experiment with new technologies and platforms, and continuously evaluate and optimize their strategies. Additionally, retailers should invest in building strong relationships with their customers and creating a positive brand reputation.

Finally, retailers should also seek out partnerships and collaborations that can help them expand their reach, access new audiences, and leverage new technologies and marketplaces. By working together, retailers can take advantage of new opportunities and overcome the challenges in the retail media landscape.

Remember, the new retail media landscape is constantly evolving, and brands need to stay informed and adapt to the changes in order to remain competitive. By focusing on digital channels, data and technology, building strong relationships with customers, and in seeking out partnerships and collaborations, retailers can navigate the new retail media landscape and drive their success.

If you need assistance with your retail brand’s digital marketing and media strategy, contact us today. We’re here to help.

TikTok Overtakes Google In Travel Discovery

By Paid Media, Social Media

TikTok now hosts 750 million monthly users worldwide, and around 34% of travelers were influenced by TikTok in 2022, mostly in the early decision-making stage. This represents a 10% increase from 2021.

One of TikTok’s attractive advantages over Google is it doesn’t default to promoting the most common and popular hotspots, which can suffer from overcrowding. 

”With Google Maps, if you’re going to Yosemite National Park, it wants to show you the top ten destinations instantly and we’re like Stop!” Jonahthan Farrington, executive director of Yosemite Mariposa County Tourism Bureau, which aims to use TikTok to promote overlooked areas like Hetch Hetchy in Yosemite National Park. “Our hope is to one, get people interested and two, that they’re going to say ‘Wow, We to need to go over there,’ which is away from the crowded areas.”

Smaller Brands Can Reach Large Audiences

Travel organizations are increasingly investing resources on the platform to reach global audiences.

Even brands with small accounts have an opportunity to go viral and rack up video views thanks to the TikTok algorithm, which rewards creativity, authenticity and uniqueness in travel discovery. In other words, a brand doesn’t need a large number of existing followers to gain exposure to millions.

A Brand Need Not Be on TikTok To Benefit From It

In fact, travel-focused brands who don’t even have an account on TikTok can still reach millions of target audiences through the platform as those brands can partner with influencers behind the scenes to connect with TikTok users in the travel discovery process. 

Digital Advertising Important for Travel Brands

The importance of digital advertising to the travel industry is hard to overstate.

Digital channels accounted for nearly 90% of all travel advertising spend in 2021. Social is the fastest growing subchannel, making up 29% of travel ad spend in 2021 versus 22% in 2019. 

Most of that digital performance spending is going to one of two places: Google or META. There are few other viable alternatives to reach online audiences at scale, making TikTok a powerful alternative and opportunity for the travel industry. 

TikTok has an ability to attract new audiences, go viral without an established account, and to diversify ad spending. If you need assistance adding TikTok to your paid social mix to reach travelers in their early decision-making process, contact us. We’re here to help.  

How to Create Effective Video Ads to Boost Brand Awareness and Sales

By Content Marketing

Video advertising is quickly becoming a go-to method for businesses looking to increase brand awareness and drive sales. In this article, we explore the benefits of video advertising, provide tips for creating great video ads, and offer strategies for decreasing content barriers. Plus, we share some industry statistics that highlight the power of video advertising in driving consumer purchasing decisions. Don’t miss out on this valuable marketing tool – read on to learn how to effectively use video advertising in your marketing strategy.

Benefits of Video Advertising:

  • Increases brand awareness and recognition: Video ads can leave a lasting impression on viewers, increasing their familiarity with a brand and leading them to learn more about the product or service. This can ultimately result in increased sales.
  • Drives sales: By creating videos that are genuinely relevant to the target audience, businesses can increase the likelihood of viewer engagement and potentially drive sales through word of mouth and social media sharing.
  • Can be used as standalone content or integrated into other marketing campaigns: Videos can be used as standalone content or easily integrated into other marketing efforts, such as social media posts or blog articles.

Tips for Creating a Great Video Ad:

  • Be authentic: To connect with viewers, it’s important to convey a message in a natural tone that feels genuine. Avoid using staged scenes or phony actors and instead focus on appealing to consumers’ emotions through real stories or relatable characters.
  • Collaborate with relevant organizations: Partnering with like-minded organizations can help to expand the reach of a video ad and target a wider audience.
  • Encourage viewer engagement through comments: Asking for feedback from viewers in the comment section of a video ad can help to build relationships with potential customers and gather valuable insights for improving the product or service.

Ways to Decrease Content Barriers:

  • Create content that resonates with the target audience: By understanding the behavior and interests of the target audience, businesses can create content that is more likely to be engaging and relevant.
  • Use clear, easy-to-understand language: To make it easier for potential customers to find what they’re looking for and engage with the content, it’s important to use language that is easy to understand.
  • Include subtitles or closed captions for accessibility: Subtitles and closed captions can make videos more accessible to a wider audience, including those who are deaf or hard of hearing. Subtitles can also be leveraged on social platforms like Tik Tok and Instagram for those consuming content with the sound turned off.
  • Adopt a professional tone of voice: Using a professional tone of voice can help to establish credibility and avoid alienating potential customers.

Reasons to Believe:

  • 82% of people say they are more likely to buy a product from a brand they are familiar with through a video ad.
  • 90% of marketers believe that video advertising increases the reach of their product to users.
  • 61% of consumers are more likely to purchase a product through referral or influence.


Video advertising is a powerful marketing tool that can help businesses increase brand awareness and drive sales. By following best practices and creating authentic and relevant content, businesses can effectively reach and influence their target audience.

If you’d like assistance determining the right video strategy for your brand, please contact us today. We are here to help.

Five Ways to Boost Your Brand’s Engagement on Instagram

By Paid Media, Social Media

Instagram is a powerful platform for businesses looking to increase engagement and reach a wider audience. With over one billion monthly active users, it’s crucial to find ways to stand out and make your content memorable.

Here are five ways to significantly boost engagement on Instagram:

  1. Use hashtags to reach a wider audience: By using relevant hashtags, you can expand the reach of your content and connect with your target demographic. It’s important to utilize the This is a quick and efficient way to increase engagement and get your voice heard on social media.
  1. Post content that is interesting and visually appealing: To keep followers coming back for more, create content that is entertaining, informative, and visually appealing. By combining interesting facts with attractive graphics or visuals, you can create content that is both engaging and memorable.
  2. Engage with other users by liking and commenting on their posts: By actively participating in conversations on Instagram, you can create authentic connections and identify shared values, interesting points of view, and helpful tips. This is a valuable exchange that can help you gain valuable feedback and knowledge while also helping others.
  3. Run contests or giveaways to encourage people to follow you: Offering contests or giveaways is a great way to create interest in your page and build up your customer database. Just make sure that the content is relevant to your business and audience interests to ensure continued engagement.
  4. Use Instagram Stories to give your followers a behind-the-scenes look: Instagram Stories are an excellent way to provide unique and special content that gives followers an inside look at your life or business. With their limited 24-hour time frame, these stories create a sense of urgency and make followers feel valued. They’re also a great platform for brand storytelling and can help set you apart from the competition.

By implementing these strategies and consistently posting high-quality content, you can significantly boost engagement on Instagram and stand out from the competition.

Remember to experiment with different types of content to see what resonates most with your followers and keep at it even when you don’t see immediate results.

In fact, META now allows you to target those users who are following your Instagram account within your campaign setup, expanding the media mix for campaigns. This is useful for those looking to expand audiences and create lookalikes off these segments. We recommend you test this audience in the mix, to see how it performs, particularly against the Facebook counterpart/other engagement audiences.

If you’d like assistance running your Instagram campaigns – or with any other integrated media strategy, please contact us today. We’re here to help.

Top Advertising & Digital Marketing Trends for 2023

By Paid Media

It’s a new dawn, a new day and a new year, so, let’s take a moment to explore the ongoing and emerging trends brands will leverage in 2023.

Advertising Trends:

  1. Personalization: Advertisers will continue to use data to deliver personalized ads and content to their target audience. This includes using techniques like retargeting and lookalike modeling to reach potential customers.
  2. Interactive content: Interactive content, such as quizzes and polls, is expected to become more popular as it engages the audience and helps gather valuable data for advertisers.
  3. Video content: Video content will continue to be an important part of advertising strategies, particularly on social media platforms.
  4. Artificial intelligence: AI and machine learning will be increasingly used to optimize ad targeting and to create personalized ad experiences.
  5. Social and environmental responsibility: Consumers are becoming more socially and environmentally conscious, and advertisers are expected to reflect these values in their messaging and branding.

Digital Marketing Trends:

  1. Voice search optimization: As the use of voice assistants like Amazon Alexa and Google Home increases, it’s important for businesses to optimize their websites and content for voice search. This includes using long-tail keywords and natural language.
  2. Augmented reality: AR technology is expected to become more widespread and accessible, and businesses will use it to create interactive and immersive experiences for their customers.
  3. Influencer marketing: Partnering with influencers to promote products or services will continue to be a popular advertising trend, as people often trust recommendations from individuals they follow online.
  4. Social media: Social media continues to play a large role in business marketing plans. In fact, More than 90% of US companies spend money to promote their brands on social media. And industry studies predicted that total social media marketing spend would be more than $56 billion in 2022.
  5. TikTok Campaigns: Speaking of social media, despite being a household name, TikTok is one of the most underutilized social platforms right now. Statistics show that only 4% of social media marketers are currently using the platform.We expect to see more brands engage with target audiences on TikTok in 2023.

If you need assistance leveraging these trends, please contact us. We are here to help.

Avoiding a Website Relaunch Disaster: Tips for a Smooth Migration

By SEO, Web Analytics

Why do website relaunches often end in disaster?

Websites are crucial for businesses. They are often the first point of contact between a company and its customers. A well-designed, functioning website can result in a satisfied customer and a poor website experience can result in a lost one. For this reason, companies invest heavily in their websites, ensuring they are always up-to-date and compliant with the latest standards. However, website migrations – whether to a new platform, URL structure, or content management system – are complex processes that often meet with disaster because they are rarely created with SEO in mind, resulting in significant traffic and revenue loss. So, we are sharing why website migrations so often go wrong, and what to do to prevent it. 

SEO is Key to a Website’s Success

Lack of SEO planning severely impacts the website’s performance after migration. SEO experts need to be brought into the process early. SEO consultants understand what changes to make, how SEO will be affected, and plan accordingly. For example, SEO tags should not be removed or changed without thought and consideration. Any change can have a significant impact on Search rankings.

In addition, you will want to ensure that URLs do not drastically change, and that broken links do not occur due to the website migration, as this could damage SEO efforts significantly. Without proper planning and assessment of risks before website migration, disastrous consequences may await a business or organization who has not adequately prepared for the move. By understanding the potential pitfalls of website relocation and allowing enough time to make all necessary changes with the advice of an SEO expert, businesses can prevent costly disasters from occurring during migrations. 

The Forgotten SEO Aspect 

Search Engine Optimization (SEO) remains a crucial element of successful online marketing. Companies invest considerable effort and resources in optimizing their websites to attract high quality traffic and generate more business. While much emphasis is placed on headlines, keywords, and content optimization, redirects, URLs, and meta data are often neglected. Redirects ensure that visitors are directed to the correct pages even if the URL structure or page address changes. URLs need to be short and descriptive so search engines can quickly find them. 

Similarly, optimizing metadata helps search engines and readers find your site as quickly as possible by providing valuable information about the content of the pages. In other words, attention needs to be paid not just to what is published on your site but also to how it is accessed and found through different links. By accounting for all these SEO elements, you will maximize your chances of reaching potential customers who conduct online searches by minimizing any missing content through which clients could stumble upon your website. 

How to Avoid Website Relaunch Disasters

While launching a website can be an exciting milestone for any organization, it is essential to recognize the risk of potential disasters that results from the launch process. To reduce the chances of these automated or manual errors, organizations should:

  • Consult an SEO expert before making any changes. It will help ensure that you implement all redirects properly and that page loading time speeds remain fast and consistent. 
  • Pull metrics from platforms such as Google Search Console and Google Analytics to track user behavior before and after going live to identify potential problems early on. While migrating a website, create a proper redirect plan to ensure users will reach their intended pages upon visiting the new site. 
  • Make sure to implement redirects correctly before going live and that websites are continuously monitored both before and after launch. 

By following these steps, organizations can avoid major catastrophes resulting from website launches. 

How to Execute a Successful Website Migration

Migrating a website from one domain to another is always a delicate process, requiring an expert understanding of SEO and web development.  

  • All traffic metrics, such as page views and session length, should be pulled before the migration to create a baseline representation of performance before and after the new website goes live. 
  • Moving, planning, and execution of the content to be kept live on the new website should be carefully considered and monitored throughout the entire process. 
  • To mitigate traffic losses, implement a proper redirect plan and avoid SEO crawl errors.
  • UX and technical aspects should be preemptively checked in the staging environment before being deployed into the production server for go-live.
  • Implement the developed redirect plan within the go-live phase to ensure a smooth transition with no SEO-related issues popping up later down the line. Multi-step verification among stakeholders throughout the process through harmonious teamwork would help deliver successful outcomes. 

If you execute the above steps, your website team will have peace of mind that the SEO performance will remain intact moving forward. You can guarantee that all SEO issues are resolved at each stage before transitioning into the pre-production server for final Q/A and then going into production for the launch phase with minimum discrepancies resulting from the above-mentioned transitions and possible setbacks from an SEO perspective along the way. 

An effective transition plan should include efficient tracking mechanisms such as analytics tags integration or tracking engine tool used by client organizations that help assess post Go Live accuracy rate of migration outcomes desired/expected ones. The bottom line is that all key stakeholders must communicate and collaborate effectively during the transition phase for smooth switchovers during migrations. Follow the best practices like unified style sheet(s), strong back-end designs, well-thought-through redirect plans, etc. Armed with the right set of tools, and experienced SEO professionals equipped with organized thought processes, your website transition results in yielding higher ROIs. 

As you see, website migrations are a delicate process, and they should be handled with care. If not, they can lead to disaster. If you take the time to plan and execute your migration correctly, you can avoid common mistakes and have a successful launch. 

Are you planning a website migration? Acronym’s team of experts has successfully migrated dozens of websites and knows what to do to make your website launch smoothly. If you need assistance with your website’s relaunch, contact us today. We are here to help.

POV by Ulrich Franke, Managing Director, Europe GmbH

Should Marketers Pause Twitter Ad Campaigns?

By Paid Media, Social Media

Many advertisers are rethinking their marketing approach on Twitter following recent changes, including relaxed content moderation, reinstated problematic accounts, and the massive layoffs that have taken place since Elon Musk purchased the platform in late October.

Half of Twitter’s top one hundred advertisers “have either announced or seemingly stopped advertising” on Twitter, according to a recent analysis, amid boycott calls from civil rights and advocacy groups.

Because of the reduced staff, users are reporting an array of glitches, including issues with two-factor authentication, paused campaigns turning on, ads running alongside ‘hardcore antisemitism and adult spam,” and limited ability to modify campaigns.

Some advertisers have reported a significant drop in ad performance, potentially due to ad server problems. Since early November, reports of a spike in hate speech; accounts who succeeded at impersonating popular figures by gaming the new subscription blue checkmark. We are also seeing Chinese-controlled accounts dominating platform trends and searches. 

Should Marketers Halt Ads on Twitter?

The decision to halt media on Twitter in the midst of divisive tactics, platform glitches, and relaxed content moderation policies rests upon each company’s qualitative comfort with the unknown, the controversial, and quantitative projection of bottom line impact.

Twitter was the sixth largest social media company in terms of ad revenue in 2021. As brands head into the holidays and planning for 2023, the prospect of cutting spend on Twitter altogether can impact on projected revenue plans.  

Brands that advertise on Twitter may experience platform glitches and should expect delays from communications with Twitter representatives. Clients located in the APAC region may experience the biggest lags and glitches, considering that Twitter’s APAC team was significantly reduced. As advertisers flock to other platforms to make up for potential lost spend on Twitter, competition and costs may increase on these competitive platforms.  

We recommend marketers pay close attention to any content (including organic posts) they are posting on Twitter, given the platform’s evolving moderation policies, reported glitches, and other brand safety items reported. We also recommend brands speak with their legal, PR and marketing teams about the potential risks on the platform and have a contingent crisis communications plan in place, should it be needed. We do not recommended testing this channel, or exploring this as a media mix, without proven results given the recent issues. 

In the meantime, we will continue to monitor the Twitter landscape and will advise of any new changes. If you need assistance with your Twitter campaigns – or with any digital marketing strategies – please contact us today. Our experts are here to help.

Social Media Predictions for 2023

By Social Media

As 2022 comes to a close, we are keeping an eye on the emerging trends and tools and tactics that will matter in 2023.

Facebook Leverages AI To Keep People Interested.

As Facebook continues to lose users to TikTok, the platform is using AI to send more content from Pages and people’s content through Feeds.

Mark Zuckerberg explained in a recent interview with The Verge that:

“What’s basically going to happen is that, over the next year or two, we’ll start showing more recommended content in the Feed. And we’ll know that we’re doing a good job because the content in the beginning is going to displace some other content, and either displacing that content is going to lead to negative feedback from people, and lead to people connecting with each other less in all the metrics that we focus on, or it will actually lead to people connecting more and being more satisfied with the product.”

Zuckerberg’s view is that 40% of the content in your main Facebook feed will come from Pages you don’t follow.

For brands, that could also mean expanded opportunity, as Facebook’s algorithms will look to show your best-performing posts to even more people, even those outside of your current audience.

Facebook Is Moving Away From Promoting External Links

Facebook is placing a lower priority on content that promotes external links because they want more people to spend more time on the platform.

While this will cause some frustration for brands seeking to drive views to their websites, we recommend brands focus on content that generates more engagement on Facebook, likes memes and audience questions. This could help marketers that might then boost brand awareness and increase their following.

Continued Push for Avatar integration on Facebook

Despite a lack of user interest and an unimpressed industry, Meta is still trying to get users excited about the metaverse. So, you can expect to see more digital avatars popping up on the app.

Meta Avatar store

Although, we are far from reaching critical mass in the VR-enabled metaverse, there are expanded opportunities in sponsored items for avatars, themed costumes, and some new ways to connect and engage within the digital space.

Expect Meta to start pushing avatars as a key way to connect and engage, from video chats to posts, to status updates, and onto the metaverse itself.

More AI-recommended Instagram Content – and More Reels

Just like Facebook, Instagram is likewise hoping AI content recommendations will maximize user engagement as the platform struggles to keep up with TikTok.

Meanwhile Reels remains Instagram’s its fastest-growing content format, so you can expect to see more random updates, and more Reels, in more places in the app.

Like Facebook, it’s not clear yet that this will work for IG. But they’re going to push it either way.

We also expect Instagram will revisit its full-screen feed test, maybe with selected users who engage with Reels/Stories more often.

More Brand Engagement with Creators

We expect Instagram to add-in new forms of content creation in 2023, including AR and 3D posts, further integrate NFT art, and other new content forms that can be showcased in the app.

By providing more ways for creators to create directly on Instagram, Meta hopes to guide them to the metaverse. So you can expect to see new creation tools, like GIFs generated from Live Photos on IG, and also, the integration of 3D creation tools from its Spark AR platform directly into Instagram itself.

Spark

AR and More Interactive Ads

Other platforms are already experimenting with this, and as Meta seeks to guide users into the next stage, we expect to see more more 3D models for the metaverse space, including new AR ad formats cwith enhanced scanning tools and ingestion processes to help more brands lean into this next-level shift.

Twitter Will Continue to Experiment to Regain Market Share

Elon Musk has laid out various vague plans as he tries to right the seemingly sinking ship. From subscriptions to today’s news that he will no longer remove misinformation about COVID-19, we could see anything from Twitter transforming to a pay-to-play platform to a return to robust analytics. (Twitter removed a lot of analytics features back in 2020, and never replaced them.

If Musk were to improve Twitter Analytics offering, and presented that as a service, that would likely be something for which many businesses would be willing to pay.

Pinterest Will Continue to Grow and Gain Greater Influence

Pinterest has been on a more steady upward trajectory now.

We expect this trend to continue with greater international expansion. Pinterest is doing well in its key markets, but it still has a lot of growing to do in other regions.

Pinterest Q3 2022

As you can see in these charts, Pinterest’s income from North American users literally towers over what it makes in other regions. Pin ads are still not available in all markets, and while Pinterest is still growing, it needs to work on building its ad opportunities to maximize its potential in this respect.

Improved Search and Discovery on Pinterest

Discovery is the backbone of Pinterest’s operation and we expect to see new improvements in highlighting the most relevant products via improved search tools and processes.

Pinterest continues to make progress on this front, by adding in more personalized discovery tools, and you can expect to see Pinterest continue to refine and improve its processes to help maximize product discovery, in alignment with personal usage habits and preferences.

Also, expect to see Pinterest add in more product comparison options, to help users find the best deals in the app. Pinterest also needs more products, and as such, you can also expect to see the platform continue to improve its catalog ingestion tools, and help more merchants list their items as Buyable Pins.

Live-Stream Shopping

Pinterest is also testing the waters on live-stream shopping, and if that does become a bigger trend, you can expect the platform to make a much bigger push on integrating live shopping into the app.

We expect Live shopping to be more effective on Pinterest than other platforms at the moment simply because of the nature of content and the way users currently engage with products on the app.

LinkedIn Will Leverage Better Data, Video and Audio in 2023

LinkedIn already owns the largest database of professional and career insights ever created, and it’s slowly integrating new ways to use this to help people maximize their opportunities.

We expect this to continue in 2023, with more links to LinkedIn Learning so users can obtain the skills needed to land their dream jobs.

Like all social media platforms, LinkedIn has seen more people consuming more video content in the app, and we expect the platform to add in more video tools, expanding on its existing intro video and video chat features.

In fact, we more people are accustomed to virtual conferences and events now, we imagine LinkedIn will enhance its Event features with more Zoom-like features for in-platform video meetings and live streams.

Similarly, as podcasts continue to become the preferred content type for Millennials and GenZers, we expect to see LinkedIn embrace audio events – perhaps even by creating an in-platform podcast offering like BuzzSprout and others.

Either way, we expect to see audio rooms in groups, audio meet-ups among your connections better highlighted in the app, and more sections highlighting audio events.

TikTok Will Embrace Social Commerce

The current social unrest in China could result in TikTok being banned throughout the country. However, the success of the app around the rest of the world, along with the increasing need for Western brands to monetize their presence on the app, leads us to expect social commerce to grow on TikTok.

To-date, western users haven’t exactly warmed to live-stream shopping, at least not in the way that some Asian regions have, but TikTok is determined to make it work, as a means to both maximize revenue and provide another monetization opportunity for creators.

Because right now, creators can’t make as much money on TikTok as they can on YouTube, TikTok’s trying out various solutions on this front, but the platform has had the most success with live-stream commerce, so it’s safe to expect this to become a more prominent feature in 2023.

If you need assistance with your social media strategy in 2023, please contact us today. Our experts are here to help.