This month we’ve seen more features to every advertising platform which all marketers should be aware of. More AI advancements mean more AI features are coming to Meta and TikTok. While LinkedIn adds new newsletter boosting option to its offering. Here’s the latest!
Improved ad attribution and targeting processes coming to Meta
Many new ad integration options are coming to Meta ads, this is to help with campaign measurement and attribution. Essentially, the new integrations will give Meta more data points which will help when optimising your campaigns.
One of the new integrations is called Conversion Value Rules, this will allow businesses to tell Meta which audiences or conversions they value the most. This is great as Meta’s AI (Advantage+) can then determine to put a higher bid to these customers or on these products, especially if the lifetime value of the product/service is higher than other products.
‘Exclude’ option has been removed from Meta’s targeting
Meta has revealed that campaigns that use the ‘exclude’ function in the targeting perform worse than those that don’t. Following this information, Meta has now removed this option entirely from the targeting section. This news comes from the advancement of Meta’s AI systems and the Advantage+ targeting being much stronger than before.
For those who look to target really niche audiences and used the ‘exclude’ option in their campaigns, maybe its time to switch to the AI first approach?
You can now add your voice to TikTok to be used in AI voiceovers
Some users now have the ability to make their own AI voiceovers on TikTok. AI voiceovers have always been available to use on TikTok, and you do see a lot of ads using this feature however, creating your own has never been an option. This could be great to add some a personality to your ad campaigns by having your own company representative doing a voiceover on all your ad campaigns.
Another feature that comes with this new tool is that your voice can be translated into other languages, again, a great function for advertisers promoting to different countries.
TikTok makes a deal with Amazon regarding in-app purchases
TikTok is always making great steps to improve its paid social offering. A new update will allow advertisers to sell Amazon products in TikTok, which will be available to buy in-platform. The new integration means that users can link their Amazon account to their TikTok account and do all their online shopping through the TikTok app.
This is a great new feature which should promote an easier sale system for users, whilst giving advertisers a new avenue to explore when running conversion ads within the app.
X ads could be being displayed on harmful content
Not quite as exciting as our other updates, but we wanted to highlight the fact that your ads on X could be displayed next to harmful content. This has been an issue in the past, especially with electoral campaigns but seems to be making a return on the platform.
Following the UK riots, users spotted that ads from some major brands were being displayed next to harmful content. No company wants this to be the case, please be mindful of this when running ads on X.
Newsletters can now be sponsored on LinkedIn
Following the large growth of newsletters within LinkedIn, a new feature where organisations can now boost a newsletter has come to LinkedIn. This new feature is great for those that aim to grow their newsletter on the platform, allowing for more visibility through a paid option.
This new feature will work in the same way as LinkedIn’s thought leader ads, where companies can promote their member’s content through Campaign Manager.
At Prohibition, we work with a range of B2B and B2C brands across all sectors to create engaging social media marketing strategies that allow brands to stay up to date with the latest trends and updates. Get in contact today to find out how we could help you.
For more interesting articles from us check out these posts:
- The Rise of AI in Content Drafting
- Top Tips for Working with Micro Influencers
- Social Metamorphosis: Five AI Trends that are reshaping Social Media
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