Eleven Miles Of Social… Issue #14
Expect the latest on social media news, features and updates across all platforms, with insight from our in-house social team to help you stay up to date and on trend.
Twitter Shares New Insight into Twitter Ad Combinations
Twitter has published a new overview of how utilising various tweet ad combinations can maximise a business’ overall ad performance in the app. Twitter conducted over 350 brand studies and 7,000 unique promoted ads to see which was the most efficient. The results were separated into 3 goals, the first being building brand awareness, for which a combination of an image with website button, video app with website button, and a video with website button had the best outcome for brands with a mobile app. The second objective was boosting purchase intent for which a combination of Twitter Moment, organic video and a video with a website button resulted in 5x more purchase intent and consideration. Finally, for increase in brand favourability, an image poll and image with website button lead to 3.2x increase in perception on the platform.
Learn more here
TikTok Shares New Guidance for Small Businesses in Video Series
TikTok has shared an outline of key elements for small businesses starting to use TikTok including; creating a business account, creating and uploading clips and setting up a TikTok Ads Manager account. The videos provide a step-by-step guide on how to get started on the platform, as well as providing some helpful tips and tricks.
Learn more here
Meta Provides New Insights Into How its Video Distribution Algorithms Work
Meta has recently published insights outlining that there are four key aspects to focus on for videos in driving success on its platforms. The first being “originality” in which videos that have strong signals of originality will be prioritised, meaning they are also reducing the amount of re-posted content in the app to make way for original/organic content. The second element is “viewing behaviours and video attributes” as longer videos (three minutes or more) that capture and retain attention are more likely to see increased distribution. Thirdly, “loyalty and intent” is important, placing focus on obtaining repeat viewers. To do this, a tip Meta suggests is publishing bonus/unexpected content to keep followers engaged. The final element is “engagement” (likes, comments, shares) as Meta are promoting conversational content, so those that inspire person-to-person interactions will likely see an increase in distribution.
Learn more here.
Reddit Acquires Audience Research Provider ‘Spiketrap’
As they continue to refine ad targeting & optimisation tools, Reddit has acquired Spiketrap, an audience contextualisation company which is expected to help improve Reddit's ad relevance and performance. Spiketrap uses AI powered contextual analysis and tools to help brands to better understand and engage their audiences. Working together, Reddit ultimately aims to drive higher return on investment and improved solutions for advertisers on the platform. This announcement follows the acquisitions of Spell and Meaning Cloud, and how Reddit are looking to evolve the platform's algorithms and recommendation engines to help drive valuable content for users and advertising partners on the platform.
Learn more here
YouTube Publishes New Guide to Utilising YouTube Shorts
YouTube has published a new 31 page Shorts guide, covering topics such as, creating video clips, editing, and analytics. The first section of the guide gives an overview of the basics in how to get started with Shorts, before providing tips on editing techniques, how to incorporate music and sound into Shorts, plus more. The guide also covers how to find Shorts on YouTube, before outlining some best practices. The final section of the guide provides a case study on how a family has found success on the platform using Shorts.
Download the PDF at: yt.be/youtubeshortsguide
TikTok Adds More Regional Trend Insights to its ‘TikTok Insights’ Data Tool
TikTok has recently added more data to their Insights tool. This provides snapshots and notes on audiences, holidays and events, plus more, which can be filtered down to find specific information. Overall, this could be a helpful resource for businesses in mapping their TikTok marketing approach.
Learn more here
View the announcement here.
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