What's new in social?
YouTube adds ad frequency-capping option
Google has recently added an ad frequency capping option for advertisers using YouTube and Connected TV campaigns to reduce user content fatigue and improve campaign ROI. According to Google & Nielsen, on average, advertisers’ return on investment (ROI) decreased by 41% when frequency exceeded 6+ weekly impressions.
The frequency cap will help advertisers optimize toward more precise reach and frequency while providing the users with the best viewing experience. YouTube’s systems will then optimize your campaign for maximum unique reach.
This is a great solution to ensure your brand awareness campaigns reach the maximum desired number of users, without targeting the same users too much and too often, which could lead to frustration and a negative brand perception instead of a positive one.
Instagram rolls out in-app post scheduling for professional accounts
Instagram is rolling our in-app content scheduling tools for professional accounts. The scheduling tools will be available globally over the new few weeks to business and creator accounts who will be able to schedule a picture, carousel, or Reel up to 75 days in advance. To do so, you will need to create your content and go to ‘advanced settings’ before sharing your post and choose ‘schedule this post’ which will allow you to select the time and date for it to go live.
*This feature is still in the process of being rolled out over the coming weeks so keep checking your account if the scheduling option is not yet available
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TikTok launches its Academy to help marketers gain expertise
TikTok has created a new online educational program, TikTok Academy, to help marketers develop their expertise on the platform.
Currently, the Academy has two courses available, TikTok 101 (overview of product offerings, platform safety, and creative best practices) as well as the Small Business course designed for SMEs to kickstart their TikTok journey by showing them how to make a Business Account, making engaging videos, connect with their audience, and drive sales with TikTok’s tools and advertising solutions.
“Individuals who enrol in TikTok Academy will find courses designed to develop digital marketers into TikTok Pros through a gamified education adventure filled with interactive experiences, quizzes, tokens and badges. TikTok Academy badges are awarded for each successful course completion and are easily shareable on social media. All badges will be awarded on an individual level, not company-wide.”
TikTok’s new guide for leveraging E-commerce partners
The video giant has created another easy-to-digest guide to help brands leverage the e-commerce opportunity on the app, with partner platforms like Shopify and Salesforce, to make it easier to create new assets and synchronize your product offering to your profile as well as measurement and tracking integrations to help you discover valuable insights and drive sales.