Twitter is taking steps to become likeable again, ads are back in focus, and video is trending. The digital landscape is in a constant state of flux. Technology seems to evolve at an ever more rapid rate leaving us shaking our heads and wondering where we stand. Sounds like a good time to take stock.
Much ado about Meta
Meta platforms Facebook and Instagram have de-throttled organic reach, encouraging advertisers to pay for more ads. Brands have been looking for more ad features and support, and that’s the trade-off; more bells and whistles for your buck. Meta’s latest addition to the Ad Manager is a new buying method called Reach and Frequency. It gives advertisers a more traditional digital buying experience and the cost per 1,000 impressions (CPM) is locked in. Certain metrics like engagement and click throughs will always be estimated, but with guaranteed impressions advertisers can better gauge performance before placing a buy. The only madness to this buying method is that your target audience needs to be at least 200,000 people.
The Bluebird of Happiness
After setting his platform on fire, Elon Musk passed the torch to Linda Yaccarino. The new chief executive of Twitter and X Corp. was most recently chair of advertising sales for NBC Universal and her appointment has been enthusiastically received. The biggest change has been implementing a 3-tier user experience. They are, Free Accounts, which cost nothing, Twitter Blue at $8 per month, and Verified Organizations which is $1,000 per month. If you’re a major player in any industry, the $1,000 per month is worth it. If you don’t have that kind of green, just make sure you go blue. The most popular free features companies used last year have been moved to Twitter Blue, including Ad Manager. Free accounts can no longer place ads. Twitter Blue gets a huge increase in character limit, from 280 to 10,000. You can also upload up to 2 hours of video, edit tweets and have priority in certain feeds. Yaccarino could usher in a less volatile era on the platform and the new features might help smooth what’s been a very bumpy ride.
The Clock Is Ticking for TikTok
TikTok has been in the limelight for all sorts of reasons. 62% of Generation Z said they use the platform, and more than a third of them say they use it more than any other. Companies have increased video content to take advantage of the platform, creating a profusion of entertainment-style content. Meanwhile, TikTok’s connection to the Chinese Communist Party (through parent company, Byte Dance) has many wondering how American data is being used. The data, in theory, is being used to manipulate what users see on the platform. Promulgating misinformation and disinformation is considered a threat to national security and lawmakers in Congress have pushed for a ban. The Governor of Montana recently banned the app from being used on civilian devices. TikTok’s CEO called the law unconstitutional and is suing the state. The ruling could set a precedent and start a domino effect of states following suit.
Bits and pieces
The technical geek inside us is excited about the expansion of Instagram’s API (application programming interface). This will allow 3rd party software to schedule Instagram Stories rather than having to manually post them. Video continues to flex its power and YouTube continues to improve ways for brands to reach consumers. They are rolling out 30-second ads on SmartTV devices that can’t be skipped.
Whether you are just getting your feet wet in the social media pool, or ready to dive in deeper, we’re here to help expand your brand’s presence.