• Melissa Harvey
• 21 October 2024
• 7 min

Social in Six 88

1. TikTok has introduced keyword search ads  

The story: 

• Following the success of the Search Ads Toggle option introduced in August last year, TikTok is expanding its remit with Search Ads Campaign, a new ad type that gives advertisers full control over how their content appears on TikTok’s search results page.  
• Search Ads Campaign works by letting you add or exclude keywords when setting up your ad campaign, which will determine where the ad appears when users search for related terms.  
• The Search Ads Campaign is now available in the US (and testing in other markets) within TikTok Ads Manager for Traffic and Web Conversion objectives and supports both video and image carousel assets. 

So what? 

As opposed to Search Ads Toggle, which let you decide whether or not you wanted your ads to appear in search results, Search Ads Campaign’s keyword search capabilities let you be ultra-targeted in your approach. Make sure ad groups have at least 20 keywords and set appropriate bids – TikTok recommends a budget-to-bid ratio of 20:1. You should also frequently review performance and keep optimising your keyword selection, bids, budgets, and creative.

2. Instagram could suggest a new type of post in the Reels tab     

Post by @oncescuradu

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The story:  

• Instagram is reportedly tinkering with an update to its 9:16 Reels feed.  
• According to screenshots from app researcher Radu Oncescu, Instagram would suggest single image posts, not just Reels, from people you don’t follow when you’re scrolling through the feed in the Reels tab.  
• There’s been no official word from the platform yet on this update. 

So what? 

Instagram tinkers with the feed again. What else is new?

Instagram is still well and truly video-first, but it’s peeking at TikTok’s homework yet again, and mixing up the types of content it recommends in its full-screen vertical feed. One interesting note, though, is that the still image post featured in the screenshot had an audio track attached. Presumably, music will be a key factor in whether or not your still image or carousel gets recommended in the Reels feed, as Instagram will want to keep the experience sound-on.

3. TikTok has partnered up with InMarket to help you boost in-store sales

The story:  

• TikTok has partnered with data intelligence company InMarket to help retail advertisers better measure in-store sales as an objective of their ad campaigns. 
• According to a blog from TikTok, InMarket offers “programmatic, audience, data, and measurement solutions surrounding foot traffic”, and works with a sales data partner to “perform sales lift attribution, which reports on a suite of sales attribution metrics.” 
• Using purchase date and credit or debit card transaction information, InMarket compares sales data on a subset of a group of “control users” with a subset of an “exposed group” – AKA a group of people who’ve been exposed to your TikTok ad – in order to give advertisers an indication of just how effective their ads are at increasing in-store visits.  

So what?

TikTok’s ad offering is becoming increasingly sophisticated, and this one will be good news to all you advertisers with bricks-and-mortar stores. If you’re trying to boost in-store sales, measuring the effectiveness of your social ads at doing so is notoriously tricky, but this helps retailers bridge the gap – a crucial step in today’s omnichannel retail environment.

4. Facebook is capitalising on Gen Z usership surge with a new look

The story: 

• According to Facebook, the platform is seeing a surge in Gen Z active usership  – which has inspired a youth-focused facelift, debuted at its Facebook IRL event. 
• It’s looking closer to home, testing a Pinterest feed-esque Local tab with select US cities that’s tailored to your location, comprising of local food and drink-focused content, live events, and Marketplace listings. It’s also testing an Explore tab which surfaces a variety of content tailored to users’ personal interests. 
• Facebook is also giving Reels more of a spotlight with an updated full-screen Video tab that makes it easier for users to find video content. 
• Finally, you can now send SMS and email invites to guests for events you’ve created on Facebook, meaning anyone can view and RSVP to an event, whether they are on Facebook or not. 

So what? 

These updates favour localised content – good news if you’re a local restaurant or events business, or your brand’s social accounts are operated at a local level. And though the UI may be Pinterest-esque, Facebook’s new content recommendation algorithm is no doubt closer to Instagram’s, suggesting videos based on your interests as opposed to content from personal connections.

5. Snapchat is testing two new ad types with major ad partners 

The story: 

• Snap’s advertisers will essentially be able to send an ad directly to users’ inboxes with Sponsored Snaps, a new ad update that’s currently in testing with Disney. 
• Snapchatters can choose to open the Snap, which is labelled as sponsored, and can engage by replying directly to the advertiser or using the call-to-action to open a predetermined link. Sponsored Snaps will disappear if left unviewed. 
• Promoted Places, meanwhile, will enable businesses to highlight their stores on the Snap Map. This will launch with ad partners McDonald’s and Taco Bell in the US.   

So what? 

Until now, Snapchat has steered relatively clear of the inbox as ad inventory, so Sponsored Snaps is a surprising move. Apply a test and learn mentality to this, as it’s a slippery slope from jarring to annoying. Promoted Places, on the other hand, will be a useful option for retail and bricks-and-mortar stores looking to boost in-store sales as the busy holiday period approaches.

6. Pinterest has released a Halloween trend report to inspire your seasonal content 

The story: 

• Stuck for seasonal content ideas? Pinterest’s 2024 Halloween Report will help.  
• Charli XCX continues to own the seasons, with “Charli XCX makeup” up 2345%. As well as costume ideas based on animals, film, sports and TV, Pinterest’s also provided insights on how users will decorate for spooky season, with vintage styles from the 70s, 80s and 90s on the up. 
• The report also gives brands an indication of which Halloween recipes foodies are looking for, with “ghost pizza” and “ghost brownies” up 850% and 200% respectively, and Halloween breakfast up 80%.   

So what? 

Even with Halloween approaching, there’s still time for brands to leverage these trends for last-minute campaigns, or, failing that, some seasonal BAU content. As always, don’t jump on the bandwagon. If you’re going to dabble in a trend, make it one that feels the most natural to your brand. Or incorporate them subtly – searches for vintage Halloween decor are on the up, for example, so why not evoke that in your set dressing or graphics for an asset?