Keep those customers happy
Social media companies know who makes them the moolah, and they’re motivated to keep those people happy. Here’s how content creators are getting a boost from Facebook and Clubhouse, and how marketers can look forward to new capabilities on YouTube and Twitter.
Welcome to the Club… House
Cliquey startup Clubhouse is making moves to seed its platform with high-quality content. During a recent town hall event, the company detailed plans for “Clubhouse Creator First,” an accelerator which initially gives 20 creators the gear and resources they need to get their shows off the ground. Read on to find out what those 20 lucky people have in store. Read more.
Twitter’s New Rules of Engagement
Last August, Twitter gave users the ability to limit who can reply to their tweets. The platform is now giving advertisers the same capability, giving brands more control over who is able to respond to their promoted tweets and how. The new parameters could open up fresh ways for brands to steer conversations on the platform. Read more.
Earning More on Facebook
Facebook says they want content creators to have the tools and support they need to maximize revenue, and they’ve shared some tips on how to do it. Whether creating and sharing content is your primary business, one of many revenue streams, or a lifeline that’s kept your business afloat during the pandemic, these strategies could help you level up. Read more.
More Screens, More Opportunity
More people are watching YouTube on their connected TVs. According to Chief Product Officer Neil Mohan, “Mobile still makes up the largest percentage of how content is consumed on the platform, [but] our fastest growing viewing experience is on the TV screen.” Read on to find out how YouTube is working to help marketers take advantage of this new opportunity. Read more.
💡 Media Insight
“If results are good, why can’t I spend more and still get the same CPA or ROAS?”
When you increase spend, you’re either:
- Reaching more people
- Serving more impressions to people you’re already targeting
The challenge of route A is that by reaching more people, you’re getting farther outside of your most qualified audiences. (What we might call the lowest hanging fruit, like remarketing or intent audiences on Google.)
When you increase spend, you’re simultaneously going to raise cost per purchase. Why? Those additional people reached are less qualified — and less likely to buy.
The pitfall of route B? If you don’t expand targeting, you’re just saturating your audience with more and more ads that they’ve already ignored.
So how do you scale campaigns without raising costs?
You have to either find new audiences and cultivate them (which can take time), craft new ad creative with messaging or products that will appeal to those who haven’t already bought in your target audience, or expand platforms to reach people in different channels.
The bottom line: you hit diminishing returns with product sales campaigns once you saturate your original market with your original message. If you want to increase budget, you have to add new audiences, platforms, messaging, creative, and even products.
🎨 Creative Insight
Back to the Basics
When you’re in the weeds thinking about the intricacies of paid social creative like we are, you sometimes get so lost in innovating that you forget the basic key to success in paid social is giving the ad platform options.
- Optimize your creative for placement type.
✅ Take advantage of the space a placement allows. For newsfeed ads, use square posts (1200×1200) for video and link ads alike.
✅ Be sure to have animated and still alts to test for each ad. Have a still link ad? Make an animated version to test.
✅ Consider legibility of the text for various placements. For instance, the graphic copy for a Facebook right column ad will need to be much larger in order to be readable.
- Test radically different types of creative.
The ads in your campaign shouldn’t all look alike. The more different they are, the more you can scale your campaigns.
Why? The platform’s machine learning serves the ad creative to the audience who is most likely to respond. The more ad types you make, the broader the audience you’ll be able to engage (and the more you can scale your campaign).
By having more variety in creative types, messages, hooks, and value propositions, we enable our clients to scale and reach more of their attainable audience.