Social media never sleeps. The changes just keep coming—especially the past few months. Today’s preferred channels are subject to evolving features, statistics, designs, algorithms, and advertising on a near-constant basis. Even the largest brands and organizations can find it challenging to stay on top of updates capable of business impact. We want you to know about the most significant channel-specific changes that can keep you ahead of the curve as a digital marketer.
Download our Social Synopsis for September 2020.
Facebook is removing its 28-day attribution window option for Facebook ads and will instead be limited to a 7-day overview of direct response performance. Originally this new restriction was to take place on October 12, 2020 but Facebook released a current statement stating this will now take effect at the beginning of the year.
As Facebook explains in its announcement to advertisers:
“Upcoming digital privacy initiatives affecting multiple browsers will limit business’s ability to measure people’s interactions across domains and devices. Among those limitations is the ability for businesses to attribute conversion events back to an ad over longer attribution windows.”
This new update means that advertisers will no longer be able to track direct actions based on their campaigns over a longer period. Essentially, attribution models use specified touchpoints in your Facebook advertising process in order to provide more specific insights on your chosen response metric. Facebook states that the 7-day attribution model is actually a better and more realistic view of the impact of ad performance, so the change shouldn’t affect ad campaigns negatively.
As Ad Accounts will revert to the 7-day attribution window, advertisers can use the “compare windows” feature to get a sense of how heavily their results skewed towards the 28-day mark. Additionally, it’s recommended advertisers download all relevant data tied to that model prior to the switch and if advertisers have any automated rules that rely on the 28-day attribution model, those should be updated prior to the end of the year too.
TikTok made a TV commercial from the Ocean Spray-Fleetwood Mac crossover video that became a viral hit with over 49.7M views, 8.6M likes, 102k comments and inspired over 134,000 knockoffs. The new 15-second spot is part of TikTok’s latest global marketing campaign called “It Starts on TikTok” highlighting all the ways the service impacts culture. The spot showcases the original video from Nathan Apodaca, who filmed himself sipping Ocean Spray while skateboarding and grooving to Fleetwood Mac’s “Dreams.” The video pushed the Fleetwood Mac single to its highest streaming numbers ever in the U.S. Ocean Spray jumped on the attention from the video too, after he made their juice more famous than it’s been in decades, and gave Apodaca a new cranberry-red truck and helped him recreate the "Dreams" post. The more brand-oriented iteration of the TikTok video has also gone viral. Read more about Apodaca’s story here.
Note the TikTok app will be banned outright if it is unable to secure a deal in the U.S. by Nov. 12.
Finally, there are several channel updates to put on your radar.
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