Major brands will share in the X edition of the CX Congress the keys to connect with the omnichannel consumer
- CX Congress celebrates its X edition on October 5, 2022 in Madrid, consolidating itself as a reference space for customer experience in Spain.
- Analyzing how to optimize CX by applying technologies that enable customization and streamline processes to make the best business decisions will be some of the topics that will be discussed at the congress.
Creators are a key focus for Instagram, because it knows that if it can engage more creators and get them to post more often on its platform (rather than, say, the clock app), that will keep its fans coming back for more. plus. helping to improve your participation statistics.
It is already testing a range of creator funding and revenue sharing options, which will provide variable means of supplemental income for IG creators. And now, it’s working on another option to help creators showcase what they offer to brands for potential promotional partnerships.
as you can see in this screenshotposted by app researcher Alexander PaluzziInstagram is currently developing a new ‘media kit’ option, which would guide creators through the process of creating their pitch to brands.
Creators will be able to write a bio, showcase their top posts, and point to previous collaborations as examples. The process would also add key analytics and viewership statistics, essentially simplifying the process of packaging your IG presence as a potential promotional channel.
Which is similar to Meta’s Creator Marketplace platform, which already does most of this work for creators.
The difference here is that creators would have a more direct say in how they represent themselves to potential partners, while also being able to share this new media kit with potential partners, instead of referring them to the Creator Marketplace listing ( IG’s Creator Marketplace is also currently being tested by invitation only with active brands in the US.).
instagram has confirmed which is experimenting with the option, though at this stage it’s just an internal prototype.
It’s an interesting consideration, one that could be of great value to aspiring stars and could further aid Instagram’s efforts to win over creators from its rivals.
As Insider points out, YouTube announced a similar media kit tool for its creators earlier this year, as it also looks to sweeten its offer for top talent, and both Meta and YouTube hope their more lucrative revenue-sharing offers will prove increasingly attractive to TikTok stars, who don’t they can earn so much on it. app
TikTok, which cannot offer in-stream ads or similar direct monetization tools, is still working to establish its payment options for creators, and its rivals hope that eventually the top stars will realize they would be better served. focusing instead on its apps, which is what happened to Vine that led to its demise.
TikTok, of course, is much bigger than Vine ever was, and its focus on entertainment over social connection positions it much better for continued success. But history shows us that eventually people will follow the money, which could see many big-name stars deprioritize TikTok at some point.
I also suspect that Meta and YouTube will look to exclusive content deals to speed this up. Such arrangements haven’t always worked so well in the past, but if they can lure top creators and their audiences away from TikTok, that could deal a significant blow to the app’s growth momentum.
It’s hard to say how effective it could be, because TikTok doesn’t necessarily focus on people, but rather on content. But if YouTube, for example, really wanted to push Shorts, it could sign up top TikTok stars for Shorts, which could be a huge power shift.
Until then, though, each platform will continue to refine its offerings, and brand-building tools like this one could be another valuable incentive.
Apple’s ATT update, which saw many people block social media apps from tracking their activity, caused major disruption in the digital advertising industry, Facebook and Snapchat in particular, highlighting significant losses as a result of this change.
Although, really, Apple’s update has been a long time coming, with evolving data privacy laws and regulations also looking to help ensure people are more aware of how their information personal information is used, in order to help them choose who and how this data is accessed.
As such, advertisers need to evolve their strategies – and recently Meta partnered with Deloitte to provide more information on exactly how brands can achieve this, with a range of best practices and advice, based on industry experts, to help navigate the new normal. digital ad targeting.
The notes are included in Meta’s new 35-page guide to ‘Signal Resilience’ – called ‘Signal Resilience’, but could just as easily have been titled ‘How to Negate Tracking Restriction Impacts’.
You can download the full guide here, but in this article, we’ll look at the main highlights.
First, the guide describes the scope of the challenge, with a series of illustrations on the impact of signal loss on the targeting flow of digital ads.
The guide also gives a broader overview of what could be impacted, highlighting the importance of updating your approach.
And it will only get harder in the years to come…
As noted, it’s not just about Apple’s update, there are various elements at play that will increasingly complicate the process of tracking data and, in turn, limit your ability to achieve the good audience with your advertisements.
That’s why you need to start researching other tracking options and incorporating them into your process.
Marketers love a funnel, right?
The guide outlines a series of key steps you should follow, or at least consider, to mitigate data loss, and the impacts it will have on your campaigns.
I mean, some of them are not an option for all brands. You may not need a steering committee as such, but the concept is that you need to understand the impacts from all angles, in order to then find other ways to navigate the new waters of data confidentiality.
And there’s a bunch of more in-depth tips and notes in the last third of the guide.
Planning, in this regard, is essential, and you must have a defined strategy to combat potential data loss, or at least to understand where you are losing and how to best manage your own data collection processes. to optimize ad effectiveness.
Because that’s really what these changes are doing – they are forcing each company more to collect their own data, with the consent of their own consumers, and then feed it into their targeting and retargeting processes, instead of relying on platforms that increasingly won’t have the same level of insight.
Each app and network works on its own systems to counter the same, but it’s definitely worth taking note of these tips and considering how you can handle the same internally, to improve your ad targeting process. .
And really, the more you understand about this, the better your targeting will be anyway, so it’s worth investigating these ratings and considering their potential impact.
You can download the complete “Signal Resilience” guide here.
Brands play an important role in transforming the world by educating with the right messages.
But how do brands position themselves in the face of diversity, inclusion and accessibility?
Let’s see concrete examples of brands that integrate these thoughts with responsibility and action.
Diversity in education – Anima Plurais
Ânima Educação, a leading private educational organization in Brazil that has diversity in its DNA. For years they have opened spaces to provide psycho-educational support and talk about inclusion in the country.
In 2020, they created Ânima Plurais, a series of programs for teachers of African descent, recruiting and selecting talent from underrepresented groups. In those early years, they focused on racial equity, but they go further.
For Luiz Carneiro, diversity and inclusion analyst at Ânima Educação, one of Ânima’s main principles is to change society through education, and this transformation permeates positive representations of diversity.
“We are social beings and we need diversity to be increasingly valued and respected. We continue to witness instances of discrimination that undermine the right to exist. We have a commitment to plurality and Ânima seeks to establish a healthy, respectful and welcoming environment for the community,” says Carneiro.
Its teacher training program has already reached 350 educators and the acceleration program for black teachers has already reached 100 people. In addition, thousands of students have participated in their discussion forums, promoting diversity in their institutions.
Inclusion for all – iFood
iFood, a leader in food delivery in Latin America, has an affinity group for conversations with the LGBTQAIP+ community and actions such as educational campaigns, live streams and webinars. It also offers great services such as psychological and legal support, transgenitalization and mastectomy operations covered by the health insurance plan, and the payment of medical expenses.
They have strong initiatives for the Afro-descendant community. In November 2021, it launched an inclusion program with the aim of hiring 300 professionals of African descent for positions in different areas of the business through June 2022. The initiative is part of a public commitment which iFood signed in 2021 to help repair historic debts and reduce social inequalities.
iFood is aligned with the company’s goal of having 40% black employees and 30% in leadership positions by 2023.
And that’s not all. In October 2021, they launched Potência Tech, an initiative to meet public commitments, which consists of training and employing 25,000 low-income people with underrepresented profiles, such as women and people of African descent, in the field of technology.
The commitment is to train 5 million people in work and entrepreneurship and to impact 5 million students and teachers in the public school system with training in the fields of science, mathematics and technology, by 2025.
According to Bruna Nascimento, senior communications analyst at iFood, companies need to work actively to mitigate historical issues in society. “When we talk about inclusion, we mean leaving no one behind and we understand the need to correct historical debts. It is also the role of companies to provide access to those who in the past did not have fair opportunities,” he says.
let people talk
An easy way to boost workplace diversity is to get people talking about it. Affinity groups, events and meetups can be used to encourage discussion on diversity and accessibility issues, as well as for HR. HH. can lead to the creation of diversity policies (we will discuss this in more detail on page XX).
Edelman, one of the HR companies. largest in the world, began creating affinity groups, according to an interview with the Society for Human Resource Management. They started small, but over the past four years they’ve grown the number of these groups.
The company has groups for women, LGBTQAIP+, African Americans, Hispanics, AAPI, and veterans. They plan to launch new groups this year, one for special abilities and one for religious tolerance, according to Trisch Smith, head of diversity and inclusion. Officer at Edelman.
“These groups have been instrumental during the pandemic, in times of social unrest and in the fight for racial justice. They have also been instrumental in providing strong and courageous guidelines on all that is happening and in healing these times by providing a safe space.said Smith.
Another company that promotes debate is Horizon Media. According to Eileen Benwitt, Executive Vice President and Director of Talent, they had their first community meeting dedicated to DEI, called Membership Agency.
It was a continuation of actions from 2020, when they created forums and open spaces for people to share their own experiences and reactions.
“The value of what we share at the membership agency meeting raises the importance of DEI and gets people thinking about what they want to do and where they leanBenwitt told the Better Workplaces blog, Better World.
In addition to marketing, promoting places where minorities really thrive is another way to encourage inclusion.
This article is also in the new issue of Rock Content Magazine, published in August. In this issue, we bring incredible content on diversity, inclusion and accessibility, a very important topic for brands and society today. You can download the magazine here, it’s totally free! Enjoy!
Twitch is definitely the platform that dominates the streaming industry. Just to give you an idea: after Amazon bought the platform in 2017, Twitch grew to 15 million daily active users.
That’s more than double that of its closest competitor, YouTube (700,000 daily active users).
We already know that:
And Twitch seems to accept everything. Yet despite the impressive numbers, Twitch is still largely untapped from a marketing perspective.
But believe me: brands that invest in the right strategies on Twitch can see incredible results, and those that get it right reap incredible results on the platform.
Here are some cases to inspire you!
Elgato is one of the most visible companies on Twitch, sponsoring several successful streamers. The number of searches for the brand has increased significantly over the past five years, according to Google Trends.
This increase increased further during the COVID-19 pandemic as most people were home 24/7, spending more time gaming and streaming.
And what is the best strategy? Work with streamers and creators on Twitch. By sponsoring streamers who advertise products on their live streams (almost daily), the brand is exposed to countless followers by someone they trust.
For example, Alanzoka, the most followed Brazilian streamer on the platform with 6 million followers, has an average of 18,000 to 25,000 viewers per day. It’s not hard to imagine the results when you promote products like Elgato Stream Deck to your audience on a daily basis, is it?
You might think that only gaming-related brands can get results on Twitch. Well, here’s an example that shows that’s not quite true.
PepsiCo is a world famous company. The brand sponsored an off-season video game tournament with Rocket League, a popular game for streamers on the platform, especially after the tournament that took place in 2017.
The brand’s intention was to promote one of its products, Brisk, to a younger audience. During the tournament, various product announcements were made and a Brisk-themed car was also made available to active tournament players.
The phrase “Take de risk, drink the Brisk” has gone viral among the participants and the brand has been using it as a meme until then.
Another company that invested heavily in a streamer was G Fuel, an American energy drink brand. Ninja, a very famous streamer who has been active on Twitch for years, with more than 18 million followers on the platform, has been chosen to be part of the brand’s marketing campaign, with a special edition just for him.
Between March and April, G Fuel announced some details about the launch of their new drink, and in June there was a search boom for the streamer’s drink in the United States of America, as we can see in the Google Trends chart:
Now the brand has Ninja on its Gamma team of digital influencers like PewdiePie, Byndo Gehk, and even Miss Marvel actor Matt Lintz.
Pokimane, another successful Twitch streamer with over 9 million subscribers, showed how easy it is to whip up Nissin Cup noodles. The streamer was playing League of Legends for 11,000 subscribers when she created Cup Noodles.
The brand has established itself as a brand associated with the streaming community and has certainly been able to use this marketing move to gain new leads.
Kellogg’s and Tony the Tiger
You don’t need to work with streamers to develop your Twitch strategy; Some brands choose to have their own channels and create their own content.
That’s exactly what Kellogg’s (of Frosted Flakes cereal) did by launching a channel hosted by its mascot, Tony the Tiger, investing not only in streaming strategy, but also in virtual influencers (a trend that is develops with the Metaverse).
On August 19, Tony made his first live performance on the platform as a host. The character has challenged other streamers like GoldGlove, BigCheese, and Chrissy to play Fall Guys with Khleo Thomas, an actor who streams in his spare time.
Kellogg’s was the first global brand to use Twitch to turn their pet into a gamer who interacts with real people. Incredible, huh? This is probably just the beginning for Tony on Twitch!
These are just a few of the brands that have already run campaigns on Twitch with tangible results.
I’ve said before, in another article on the Twitch generation — which I also highly recommend you read to better understand the people on the platform and how to work with them — that if your brand wants to reach audiences like Gen Z and /or the Twitch gamers community, you should definitely consider investing in Twitch.
To help you with the practical things, here are some final tips for you:
Choose products that make sense to your audience
Let me give you some examples:
If your brand is in the food industry, it might be a good idea to create a campaign with streamers trying out your product while playing games or chatting with their followers.
Or, if you have a brand that makes computers, how about showing how a game like Fortnite, League of Legends, or Genshin Impact can work well on their computers and devices?
Consider creating your own channel
As I have already shown, some brands have their own channels on the platform. Choose a face for your brand and create content! Play video games, chat or even follow a championship while you talk about your own products.
Same content, beyond Twitch
Last week, Twitch announced that it was ending its exclusivity agreement which denied partners the ability to stream on other services.
This means partner streamers can now stream on YouTube, Facebook Live and other platforms, and for you as a brand and distributor, this means more places to reach a wider audience with the same creator and content. .
Take advantage of Twitch and all the reach it can have to help your brand grow bigger and bigger. Already thinking about what to do? I hope your head is full of ideas!
Blockchain gaming giant Anomica Brands raised $100m in funding round from Singapore state-owned company Temasek. According to Bloomberg, Temasek will increase the round through convertible bonds. This Year, which has led multimillion-dollar funding rounds for top-tier crypto players including Amber Group and FTX.US.
Anomica Brands continues its expansion into the metaverse
For abseiling, Anomica is one of the best blockchain investors in Asia. In five years, he has created a portfolio of over 340 finance, gaming and social media companies. A dramatic surge in valuation can also be attributed to the blockchain boom in 2021. In January, Animoca secured a fundraising of $360 million. The company doubled down on its aggressive expansion plans with the second part of the deal which involved $75 million in financing.
The fundraising was not entirely smooth, however. She managed to retain some of the previous investors. However, KKR & Co, among a few others, pulled out following the sharp drop in the cryptocurrency market.
The news comes days after the Japanese subsidiary raised $45 million injected by the parent company and MUFG. According to the announcement, the capital will be used to license popular intellectual properties and develop internal capabilities. The operation was also part of the incentive plan to strengthen its presence in Japan.
Focus on investment growth in the metaverse
Despite uncertain market conditions around the world, the metaverse gaming industry continues to attract significant capital. According to Fortune Business Insights, the global exchange rate has grown from $100.27 billion in 2022 to $1,527.55 billion in 2029. This has a CAGR of 47.6%.
Research has shown that the outbreak is a major catalyst that has spurred the metaverse across all geographies. This includes Europe, the United States and Asia-Pacific.
Bonus: Meta integrates NFTs on Facebook after Instagram
the subsidiary Animoca brands KK announced a $45 million fundraiser. its parent company Animoca brands Corporation Limited and MUFG bankled the financing. The fund will be used to obtain licenses and local investments.
An overview of financingAnimoca brands
In March, the Japanese branch of the company metaverse was considering a partnership with the MUFG. It is one of the largest and oldest banks in Japan.
MUFG previously said: “To revitalize the market NFT in Japan, it is necessary to develop an environment NFT where everyone can easily transact with peace of mind, just like everyday shopping activities. further market development NFT is expected by protecting customers from fraud, identity theft, and loss of content value due to speculative transactions in the environment NFT.”
The main objectives of this cooperation are the development of digital content, the acquisition of intellectual property and market management. NFT. With the latest investment, pre-monetary valuation of the company has reached $500 million.
Japan as a service center NFT despite a chaos regulator.
the market NFT it shoots with its hidden treasures of anime, manga, video games, movies, and hit musicians. In fact, Japanese tech companies have started to take an interest in the idea of tokens. non-expendable and Web3. For example, MUFG was one of the first large Japanese banks to venture into the space. NFT. From elsewhere, OSA Group has created a dedicated subsidiary called SBIFT.
On the other hand, the Japanese government tighten regulations around the crypto industry. Therefore, the country seeks to reassess the cryptocurrency tax rules applicable to corporations for fiscal year 2023. Two lobby groups crypto of the island country have called on leaders to lower tax rates for individual investors on capital gains. crypto.
currently imposes 30% corporate tax on profits of assets in cryptoincluding unrealized gains. Advocacy groups fear this move will eventually lead to a brain drain.
ALSO READ: Nike brand made $185 million from NFT sales.
Recently, Telegram reached over 700 million monthly active users, making it one of the top 5 most downloaded apps in the world.
With the growing popularity, the application announced the launch of Telegram Premium, its subscription version, with the aim of monetizing part of its user base, allowing to support the continuous development of the platform and to access to additional exclusive features.
With the Premium plan, the subscriber unlocks some of the most requested updates by users over the years, such as double limits, faster downloads, improved chat management, among others.
We could identify two main reasons for this positive Telegram scenario:
First, instant messaging (remember that in 2019, during the “blackout” of the Meta platforms – WhatsApp, Facebook and Instagram – Telegram gained 70 million new users in 24 hours).
Second, and perhaps most importantly: the ability to create a sense of community among audiences with common interests. A study conducted at Stanford University showed that belonging to communities has direct consequences on motivation, health and happiness.
Research like this shows us why people participate so much in communities like Facebook groups and, of course, Telegram channels. And that’s extremely powerful for brands.
And Telegram earns extra points in terms of engagement. According to an Ayrshire study, Telegram has a very high engagement rate, with 20% views, while Instagram has 3% and Facebook 4%.
So if you’re a marketer or brand manager looking to join Telegram, I’ve picked out three examples of brands that are doing an amazing job of community and engagement. Prepare to be inspired!
Brands that use Telegram very well in their strategy
Ted Talks is one of the best-known video channels in the world for its inspiring and current content that shows studies and lectures by experts from different fields, who share their knowledge with thousands of Ted Talks channel subscribers every day. .
The company uses Telegram in addition to its Youtube channel. The most popular videos on Youtube are shared on Telegram. Thus, subscribers who do not spend much time on YouTube receive a notification of the most interesting videos.
The largest newspaper in the United States uses Telegram to encourage readers to consume more of its content. As did? The Washington Post publishes short announcements of the hottest and latest news, about 5 posts a day, to update its subscribers who don’t have enough time to consume the full story, providing the highlights of each news.
It’s a handy way to build audience loyalty on your Telegram channel and pique the curiosity of those who want to read the full story on the newspaper’s website.
Audience-created channels also contribute to branding
This is the case of Netflix and Amazon Prime Video. Both companies do not have an official Telegram channel, but they allow their audience to create channels with updates on movies, series, releases, quizzes, behind the scenes and much more. Check out both cases below.
With over 430,000 subscribers, Netflix’s main (unofficial) channel on Telegram posts different types of content every day, ranging from links to its newly released projects to reviews and behind-the-scenes photos of the most famous characters and actors. .
The channel focuses on delivering first-hand content and information to its audienceinform the public about platform news and make the product more interesting by creating an exclusive environment for users who are on the Telegram streaming channel.
If you want to see how Netflix and other brands are performing on TikTok as well, check out this article I wrote to help you understand brand engagement strategies on the short video app.
BONUS: First video
With more than 1 million subscribers, the unofficial Amazon Prime Video channel has the same goal as Netflix: promoting Amazon films, photos of characters and actors from the plots, and Internet articles on the shows that are blooming. on Amazon.
In addition, the subscriber of the Telegram channel can select the language in which to receive notifications of the films that most interest him.
How can I be successful with my brand on Telegram?
The sense of community and exclusivity of information that Telegram channels generate their subscribers is key to keeping them active and encouraging them to interact with the brands in the app.
Telegram can be a great addition to your brand’s digital strategy. To stand out, follow the momentum the platform demands, with short videos, quick updates, tips and polls, using all the features to engage your audience and convert your followers into loyal customers.
A beginning is not a beginning until it costs you something.
On the eve of International Women’s Day, State Street Global Advisors, which manages some $2.5 trillion in assets, showed solidarity with protesters on the day. The company has installed a bronze statue of a provocative girl in front of the iconic Wall Street bull statue.
The reaction to the new statue, designed by artist Kristen Visbal, was immediate and powerful. The installation was part of a much larger campaign.
“Fearless Girl”, the girl without fear, as the statue was named, it was part of the State Street campaign to ask companies to take action to increase gender diversity in their leadership positions.
In an interview with The Atlantic magazine a few weeks after the installation, Ron O’Hanley, CEO of State Street Global Advisors, said:
“Knowing the benefits of diversity, we felt we needed to be more adamant about this with companies. We don’t like checklists, but main principles”.
When permission to install the statue ended, the artist argued that his sculpture was much more than the company’s ambitions.
She spoke about the importance of equal pay, discussed the fight for women’s rights in developing countries like Afghanistan and India, and said the statue was a symbol of the global movement women.
But look at the irony behind that.
In September 2017, just months after the campaign began, State Street agreed to pay $5 million to settle U.S. Department of Labor claims of systemic wage discrimination against mostly African-American female employees.
The headline on CNN read: “Uncomfortable! Same Company Behind ‘Fearless Girl’ Amid Gender Pay Dispute”.
Add to that State Street’s gender diversity record: its senior executives are 82% men…
Frankly, this contradiction is not a surprise.
The story of State Street and Fearless Girl tells us about brands’ recent race to embrace purpose and the real disconnect between what they say and what they do.
Additionally, it tells how brands view their DE&I policy as a marketing and PR tool. polypropylene; instead of a sign advocating for social justice and equality.
“Companies need to become the change they tweet about.”
More dangerous still, as master Mark Ritson said in his column for Marketing Week, “Marketers live in the brand bubble we create. We believe brands matter. That our brand and our advertising matter. We think other people care.”
We know today that this is not really the case and that this “brand bubble” has developed to the point of influencing behavior throughout the company.
Companies have struggled to take a stand and execute all of these HR activities. P.P. that make them feel good about themselves, without making a real difference to anyone in the real world.
And we know why: the business case for diversity, equity and inclusion (DE&I) is stronger than ever.
According to a McKinsey study, companies that have cultural and ethnic minorities on their teams are 36% more likely to be profitable. And another McKinsey survey shows that more than 80% of black respondents were willing to switch brands if another represented them better.
Additionally, the report found that the higher the representation, the greater the likelihood of increased performance. Companies with more than 30% female executives were more likely to outperform companies with 10 to 30 female executives and, in turn, these companies were more likely to outperform those with fewer or no female executives.
In May, the United States was torn apart by another mass shooting, a horrific racist murder, in Buffalo. History, unfortunately, repeats itself. The same goes for brand reactions. When George Floyd was killed in 2020, many brands spoke out. Two of the biggest brands on the planet, Nike and Adidas, started a Twitter race that ended in empty statements.
While it should be noted that two global brands choose to take a stand and make statements about the racism and lack of representation faced by the black community, it should also be obvious that they are not part of the change that they are trying to promote.
A quick glance will show the true face of these brands: women and minorities are underrepresented. Adidas, for example, has been criticized for having only 8% African-American vice presidents (compared to 13.6% of the population).
We are the first to say that correlation does not equal causation: the lack of representation does not prove that these companies are racist. But the numbers show they’re not trying hard enough.
They have a long way to go.
Once again, Mark Ritson said it well:If you care about the lives of people of African descent, you’re not inspired by an Instagram post. You are inspired by their faces in the boardroom during a meeting.” he wrote in his column on the Marketing Week website.
Words are relevant, but actions are what produce change. Businesses need to become the change they talk about on Twitter.
This article is also in the new issue of Rock Content Magazine, published in August. In this issue, we bring incredible content on diversity, inclusion and accessibility, a very important topic for brands and society today. You can download the magazine here, it’s totally free! Enjoy!
As it works to weather the impacts of Apple’s ATT update, which now requires iOS users to opt in to sharing data across apps, Meta continues to refine its ad targeting options to maximize performance results in a more respectful way. with privacy.
But the fact is that Meta has lost a lot of user data, which has made its ads less effective. Meta estimates that it will lose $10 billion in advertising this year alone as a result of the iOS update, and while it may still deliver strong results for many brands, it requires a shift in focus, both from brands and from Meta itself, to realign. your strategy.
Most brands just aren’t getting the same value for their money as they used to, which is why Meta has released a new guide to help brands readjust to the latest changes and get their ad performance back on track.
As Meta explains:
“Over the past year, we recognize that it has become more difficult for businesses to personalize campaigns and understand and improve campaign performance, but we are committed to helping you improve performance while respecting customer privacy choices.”
The new guide outlines four key focus points for advertisers, in 21 pages. You can download the full Meta ‘Performance Basics’ guide here, but in this post, we’ll take a look at some of the highlights.
First, Meta recommends that advertisers use its Conversions API, which allows brands to use your own marketing data to improve retargeting and measurement.
As shown in this diagram, the Conversions API allows advertisers to enter their customer information directly into the Meta system. That alleviates the need to rely on data that Meta itself can (or more effectively can’t) collect, which can help mitigate the impacts of ATT on your ad targeting.
Although that is still much more limited than Meta was ever able to provide, through its vast data collection process, on billions of users. But with Apple’s iOS changes restricting that data flow, using your own user data as a proxy can be a good way to find similar users and people who might be interested in your products, based on available data points.
Meta says that advertisers who have adopted Meta Pixel and the Conversions API have seen an 8% CPA improvement, on average.me.
Meta also suggests that advertisers trust their recommendation and display system more, through Conversion Optimization.
“Optimizing your campaigns for conversions can help lower your cost per purchase (compared to optimizing for link clicks) and provide better data on actions taken on a website, which is a stronger indicator of interest and consumer relevancy than ad clicks.”
In other words, Conversion Optimization allows Meta to collect more information based on actions taken on the platform, as it cannot track website activity in the same way. Optimizing for conversion means you can use that intent data more effectively, which can then help improve results.
Meta also recommends that advertisers display theirds in six or more locations.
More locations means more brand awareness, so it’s not too surprising to see that this generally leads to better results. Although it also adds more cost, which is another element to consider here.
Additionally, Meta also suggests that advertisers try new formats for their creatives (including, of course, Reels, which has become their key element of focus, in line with usage trends), while regularly updating their creatives as well. It can help prevent tiredness.
Which Meta also provides recommendations in Ads Manager:
Meta also suggests that advertisers simplify their campaign structure and broaden their targeting:
“Instead of setting up multiple campaigns targeting different audiences in layers, narrow down to one campaign with a broad reach.”
Again, this puts a level of trust in Meta’s systems to show their ads to the right audience, but many advertisers have found that their machine learning systems are much improved in this regard and can generally deliver good results. .
There are some good notes here, worth considering in your approach, and if you’re seeing the results of your Meta ad campaigns decline, it’s worth taking a moment to re-evaluate, according to these recommended best practices.
You can download Meta’s “Performance Basics” guide here.