Simply Social Newsletter

Statista’s new study finds that TikTokers are more likely to find your ads engaging

According to a recent study by Statista, TikTok users show a higher receptiveness to ads compared to the general population. Statista's study on 10,000 adults, including 3,633 TikTok users from Jan-Dec 2022, found 38% of TikTok users accept ads for free services or content, 15% have difficulty distinguishing ads from other content, and 18% are unconcerned about their data being used for advertising, 5% higher than the general internet user population.

What does this mean for my brand?

To create successful TikTok ads, it's important to make them feel natural to the platform rather than disruptive. This doesn't involve being deceitful, but rather developing campaigns that blend in seamlessly. Collaborating with creators is an effective method, as TikTok claims that In-Feed ads that feature creator partnerships increase view rates and enhance brand recognition. Additionally, incorporating sound can also lead to up to a 16% increase in impressions, as supported by first-party data.

LinkedIn’s newest study helps you enhance your B2B ad campaigns

In an analysis of more than 16,000 Sponsored Content ads on LinkedIn from brands in EMEA, the US, and Canada, VidMob and LinkedIn discovered that placing the primary campaign message at the beginning of the video could lead to increased engagement rates. Incorporating the brand logo or name at the outset also resulted in a 17% average increase in click-through rates. The study also indicates that including statistics and data in the ad can improve engagement and brand recognition.

What does this mean for my brand?

Short videos are most effective, with videos lasting between seven and fifteen seconds driving a 54% increase in engagement and a 15% increase in click-through rates. To increase view-through rates, it's important to prioritize people and include them in the initial segment of the video, resulting in a 175% boost. Prompting the viewer with a call-to-action within the first six seconds can lead to almost a 100% rise in view-through rates. Combining media, such as text overlays, can improve click-through rates by 72%. Color selection should also be considered, with high-contrast, bright colors optimal for upper funnel objectives and low contrast preferable for lower funnel objectives.

LinkedIn is trying out a new way to enhance your content’s discoverability

LinkedIn is currently testing a new feature called "Suggested Posts" in the feed, which recommends content based on users' engagement activity and factors such as trending posts and topics relevant to industries. Suggested Posts are marked by a "Suggested" label and are algorithmically recommended. This move brings LinkedIn in line with other social media platforms like Meta, TikTok, and Twitter, all of which use algorithmic feeds.

What does this mean for my brand?

TikTok's impact has urged LinkedIn and other competitors to broaden their content recommendations beyond the social graph. Although getting your content recommended on LinkedIn can help you reach a larger audience, it's uncertain how much Suggested Posts will increase visibility. It's also unlikely that your followers will see your content less. As Suggested Posts are still in testing, it's probable that the amount of recommended content in users' feeds will increase gradually.

You could soon let you opt out of some ads on Twitter

According to reports, Twitter is planning to update its ad control settings to allow users to opt out of specific sensitive ad categories, such as gambling. The update, discovered by app researcher Nima Owji in a new section called Ads Preferences, is similar to those already offered by Meta that enable users to avoid certain types of ads such as alcohol, pets, and politics. However, there is no official announcement from Twitter on the release date of this update.

What does this mean for my brand?

Empowering users to have more control over the ads they see may seem like a disadvantage for brands and advertisers, but it can actually lead to more efficient ad spending and better targeting of interested users.?

Additional categories such as alcohol, firearms, and legal drugs are likely to be included in the update. However, users who opt out of these categories may still see some related ads. This means that interest targeting for these users will not be possible.