This Week on Social - Meta's Latest Ad Move, IG Introduces Friend Map, TikTok and Amazon Partner Up!

Each week, the marketing team at The Goat Agency pull together the latest news from the social space in a weekly social media news round-up. ??????

This week we've seen Meta officially remove their targeting exclusions from new ad campaigns, Instagram tests new Friends Map for Close Friends, Amazon and TikTok partner up to take over the Social Commerce Space, and so much more...

Don't Miss This Week's Headlines!

(1/5) Meta’s Latest Ad Move ??

Meta has officially removed detailed targeting exclusions from all new ad campaigns. Yes, you read that right—no more handpicking who?not?to show your ads to.

Meta’s internal research shows that campaigns actually perform better without these exclusions.

Meta reported a 22.6% improvement in the median cost per conversion when ad exclusions were removed. In short, trusting the AI might just be your best move for better ROI.

If you’re still using audience exclusions, you’ve got until January 31, 2025, to enjoy them. After that, it’s all automated. But don’t worry—you can still use custom audience exclusions and account-level controls for those necessary brand protections.

(2/5) Close Friends are About to Get Closer ???

Instagram is taking a page from Snapchat's playbook with a new?Friend Map?feature, and it’s about to change the way you see your social circle—literally.

Instagram’s testing a?Friend Map?that shows where your friends are and where they've been, based on their tagged posts and Stories. It's designed for your “Close Friends” list or mutual follows, so don't worry—no strangers allowed.

This feature could make planning meet-ups a breeze and add a new layer of interaction on the platform. Plus, Instagram’s betting this will appeal to its younger audience who are all about their DMs and intimate connections.

While Instagram is keeping it exclusive to close friends, there’s always a risk with location sharing—so make sure you really trust who’s on your list.

(3/5) TikTok x Amazon ????

TikTok just took another bold step into the social commerce scene, and this time, it’s holding hands with 亚马逊 .

TikTok has teamed up with Amazon to let users shop directly within the app. Now, when you spot a must-have product in your?For You?feed, you can buy it right there without ever leaving TikTok.

By linking your Amazon account to your TikTok profile, you’ll get access to real-time pricing, Prime eligibility, and delivery details—all within TikTok. It’s all about making your impulse buys as smooth as a swipe.

While social commerce is booming in China, it’s still finding its footing in Western markets. TikTok’s hoping this Amazon partnership will change that, by making in-app shopping more seamless and, frankly, irresistible.

(4/5) Snapchat's Ad Manager Has a New Look ??

Snapchat ( Snap Inc. ) is streamlining the way you launch ad campaigns, and trust us, you’ll be snapping up results in no time.

Snapchat’s Ads Manager just got a makeover. They've slashed their campaign objectives from 11 to a sleek 5, merging similar goals to make ad creation smoother and quicker.

The revamped options are now focused on Awareness and Engagement, Traffic, Leads, App Promotion, and Sales. Each category combines related goals, so no more second-guessing which box to check.

This simplification isn’t just about saving time—it’s about boosting efficiency. With clearer objectives and tailored ad types, you can focus on what really matters: driving results.

(5/5) Spotted: SMMs Living a Double Life on TikTok ??

Who’s the mastermind behind your favorite brand’s TikTok? Thanks to the latest TikTok trend, you just might find out.

Social Media Managers are stepping out from behind the curtain and revealing their alter egos using the new?Despicable Me 4?anthem, “Double Life” by Pharrell Williams.

The trend involves showing a personal photo followed by the brand account they manage, perfectly synced to the lyrics “Who will I be tonight, that’s the question?”

This trend is taking over TikTok faster than you can say “Gru.” It all started with creator @snappleapple3453’s video, racking up a casual 21 million views and drawing in comments from big names like Diet Coke, Victoria’s Secret, Wendy’s, and Heinz. The result? A virtual high-five fest among the coolest brands.

It’s more than just a fun reveal—this trend is all about humanizing brands and showing the creative forces behind them. It’s a perfect opportunity for your brand to join the conversation, get some face time (literally), and engage with both followers and other big-name brands.

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And that’s all for this week, but don’t forget to follow us on LinkedIn and Instagram for real-time announcements of all our new blog content!