What’s new in the realms of paid search and social media? Basis’ Senior Vice President of Paid Search and Social compiles all the latest news, trends, and resources each month for easy access.
The latest research on 2022 holiday shopping shows that close to 60% of Gen Z and Millennials will do at least some of their shopping on TikTok, Instagram, YouTube, and other social apps—and Gen X and boomers are warming up to the trend too. Even when shoppers don’t turn to social platforms to buy, social is influencing purchases by exposing users to products of interest.
Time spent on TikTok by US adults continues to rise, now beating out all other social platforms, including YouTube. Its audience of social buyers is also still on the rise, overtaking other platforms like Pinterest. Bonus content: TikTok released findings from several studies showing how the platform works to drive business results.
Microsoft recently announced a slew of new ad products, including “credit card ads,” better ways to monitor and troubleshoot pixel/tag activity, RSA import tools, customer match first party audience targeting, “similar audience” lookalike segments, and in-market audience targeting for soccer fans.
While technically announced a few months ago at the Search On event, more details are becoming available around new ad products that let you search for food near you through Google Lens, translate text on complex backgrounds, shop through AR, and search and explore neighborhoods in Google Maps. Bonus content: YouTube recently announced the launch of Target Frequency for YouTube, giving advertisers more control over how often viewers see their ads.
Snapchat unveiled new ad placements and partnerships with brands including Adidas, Samsung, and Chevrolet for the 2022 FIFA World Cup. This comes after several other recent large partnership announcements, including ads powered by Kroger retail data and Amazon-powered AR shopping lenses. eMarketer thinks the timing could very well lead to an increase in usership of Snapchat’s AR products, and therefore of commerce conversions tied to them. To bolster interest, Snap released a new report highlighting the rising potential of AR for marketing.
Pinterest’s latest performance update showed increases in both users and advertising revenue, after three periods of declines in both areas. In a recently published technical overview of their algorithm, their engineering team shared that they’re now taking in more recent user actions in the app to fuel how they surface and recommend relevant pins.
For advertisers who are new to LinkedIn or are looking to expand beyond sponsored content, this guide is a helpful recap of all ad types, objective optimizations, and content best practices.
According to eMarketer analyst Jasmine Enberg, “brands continue to spend on influencer partnerships, particularly with long-term creator partners, throughout this volatile economic environment… it’s one of the better-growing digital marketing tactics.” Brands are spending more on partnerships with “micro- and nano-influencers” specifically, and increases in TikTok usage are generating a natural headwind for creator/brand partnerships.
Here, eMarketer summarizes advertiser attitudes toward Twitter in the wake of Elon Musk’s takeover. Plus, they’ve compiled some useful data points for those considering investing or divesting in Twitter. Bonus content: This chart shows how the $2.6 billion in ad spend Twitter captured this year compares to other major social networks. One particularly interesting nugget: TikTok’s 2022 ad revenues are double those of Twitter.
With advertisers jumping ship from Twitter, many are landing on Reddit as a next frontier of social advertising testing. To help with the influx of new advertisers coming to their platform, Reddit shared these tips to help brands connect with the platform’s community. There are some great best practices here around video length and content, the importance of headlines and messaging tone, and how to leverage their in-house creative strategy team for support.
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