🗞️ Links & Thinks from 2023.03.21
Meta Leans Into Community
#Instagram is working on the ability to go live only for followers you follow back 👀 pic.twitter.com/aRBDFFYLGQ
— Alessandro Paluzzi (@alex193a) March 17, 2023
Messenger / messaging is a stated focus for the company this year. Then the Broadcasts and Notes features on IG. Meta needs people to stay engaged in its apps, a good way to do that is to keep adding features to incentivize creators and brands to double down on followings and tools to engage with them more. More eyes for more time equals more revenue for Zuck+co.
Instagram is also adding 2 new ad types/placements. In line with the community engagement angle is Reminder Ads: users opt-in to receive reminders about an upcoming event, launch, drop, etc and receive 3 notifications about it (day before, 15 minutes before, it’s live!). Think of it like paid calendar reminders through a social app.
The other shiny new toy is search ads. Which officially makes search the hot new social ad type. Ads show in the feed accessed by clicking a post in search results. Search is a strong marker of intent, which is why Google is a budget vacuum for advertisers, but social/content platforms are becoming more popular as search platforms and are all trying to capitalize.
TikTok Trifecta
New Zealand to ban TikTok on devices linked to parliament, cites security concerns
But…
TikTok says it now has 150m monthly active users in the US
But…
Agency spending on TikTok plateaus as brands struggle with what to make of the app
It turns out that most agencies are only somewhat or slightly confident in TikTok’s ability to drive marketing success: 35% said they’re somewhat confident in TikTok, and 31% said they’re slightly confident in TikTok.
The Clock App ranks 8th on a list of agencies’ platforms and channels headlined by Meta and Google.
GA4 Countdown
101 days until it’s all Google Analytics 4, all the time.
To help get you ready to transition, you can now add item-level dimensions for greater ecomm insight.
Just The Headlines
Google Business Profile Services Displays Incorrect Pricing (Sometimes Free) (Big G is testing out something new, which means we have to check our info to make sure it didn’t get messed up.)