Wednesday Morning, Issue 30 (9/18/24)

Meta rolls out new ad features ahead of the holidays, LinkedIn announces new 'Audience Penetration' metric and Sprout Social's new report gives a helpful refresh on user demos by platform.

??? JUST THE HEADLINES:

Meta rolls several new ad features ahead of the holidays, including promotion spotlights on Reels, associating multiple landing pages with a single ad creative and enhanced in-store/location-based targeting.

LinkedIn announces new Audience Penetration metric, which gives you a quick read on the % of your target audience you’re reaching with a given campaign. This seems to still be rolling out, as it’s not showing up across any of our client accounts just yet.

Snapchat is giving advertisers access to the inbox via Sponsored Snaps, which will have a similar look (but hopefully not feel?) to LinkedIn InMails.

YouTube adds Website Visits as campaign objective for quick-turn campaigns created within YouTube Studio (the easiest way to launch one-off boosts on the platform).

?? RESOURCES:

Sprout’s 2024 Social Media Content Strategy Report gives a nice updated user demo breakdown across platforms and highlights what types/formats of content users most want to see on each platform — two key elements to be aware of as you plan upcoming paid campaigns. For even more user trends across platforms, here’s a tl;dr from Tubular’s State of Social Video Report.

A new Reddit Brand Media Playbook gives insights into optimal frequency, formats and buying approaches — all focused on increasing Action Intent.

???? IN THE WEEDS:

This is a great explainer on watch outs for Contact Lists on LinkedIn. In theory, they’re a great, but in practice, match rates typically lead your media buying team to find other solutions to targeting the same audience (company names + a qualifier like titles or seniority).

Brands looking to attract tourists via location targeting on Meta should pay attention to this new audience update.

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