September Digital Marketing News

Athina Nikoletopoulou

Paid Social Manager

'Quote Tweets' are now easier to find

In a nutshell

Twitter has introduced a new, separate counter for 'Quote Tweets' – retweets with comments – on the main feed display.

The company said: “Tweets about a Tweet add more to the conversation, so we’ve made them even easier to find.”

What does it mean?

Twitter has been working to make its platform easier to understand in recent years, and Quote Tweets are an example of such efforts.

Making it easier to see how people are reacting to each tweet will help spark similar engagement and allow marketers to better understand performance and sentiment.

Now they have their own counter, ‘Quote Tweets’ could soon outrival retweets on Twitter. Keep your eyes peeled!

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LinkedIn shares new retargeting best practices and tips

In a nutshell

LinkedIn has published a new guide covering the key elements of its ad tool retargeting options. Steps and tips include setting up tags on a website, using rules to define an audience, identifying an objective, and best practices for website, video, and lead-gen form retargeting.

What does it mean?

The guide could help marketers improve conversion and ROI on LinkedIn through smarter optimisation; in turn attracting more advertisers to the platform.

As the B2B customer journey is often more complicated and lengthier than B2C, LinkedIn argues that “retargeting is a must for B2B marketers who want to optimize their efforts and ad spend.” And evidence shows it works; the average clickthrough rate for retargeted ads is 10 times that of display ads.

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YouTube launches short-form feature to rival TikTok

In a nutshell

Competition for short-form video just got fiercer as YouTube has thrown its hat in the ring with the launch of ‘Shorts’.

Much like TikTok, the feature enables users to create 15-second video clips, with the option to add music, apply multi-segments, vary speeds, record hands-free and more.

As yet only an early beta has launched in India, but a wider rollout is expected soon, with YouTube already encouraging creators to publish any existing short-form videos.

What does it mean?

Essentially, YouTube is offering mobile-first creators an alternative to TikTok.

When the Indian Government banned Chinese apps back in June, it left a TikTok-shaped hole in the market. Instagram jumped at the chance to fill this gap with its launch of ‘Reels’. However, Shorts could still triumph, as previous TikTok users will likely turn to the platform that gives them the most exposure, and with 2 billion viewers each month, no platform can match YouTube for reach. The company explains: “Creators have built entire businesses on YouTube, and we want to enable the next generation of mobile creators to also grow a community on YouTube with Shorts."

Even with a new deal in place for the US operations of TikTok, much ambiguity remains around the app, while YouTube and Instagram have more established monetisation models. If top creators can earn more on the larger apps, could this mean the fall of TikTok, despite its ongoing popularity? Time will tell.  

New limits on concurrent Facebook ads

In a nutshell

Last year, Facebook announced restrictions on how many ads a business page can run at one time. The company has now explained exactly how these limits, due to come into effect in February 2021, will work.  

But don’t panic, limits are still very liberal – even the smallest Facebook advertisers will still be able to run 250 ads at once. See a full list of the limits here.

What does it mean?

Facebook insists that "performance improves the more an ad is shown”.

Essentially, Facebook ads need to run for a certain amount of time to drive optimal results, and when lots of ads run concurrently, many promotions never get that chance.

While introducing ad limits could impact brands looking to run multiple Facebook ads for their latest offers, it should help maximise ad performance on the platform.

Mike Angastiniotis, Paid Media Analyst says “The more ads you have running simultaneously in your campaign, the more work you are asking the delivery system to do as it will try to figure out which ad will bring the best performance while thinning out your budget in the process. We recommend running a handful of ads at once as well as using A/B testing which will give you the best possible insight as to what works and what doesn't.”

Apple announces new opt-in IDFA prompt in privacy crackdown

In a nutshell

Apple has announced that it’s making the IDFA – Apple’s identifier for advertisers – opt-in, requiring developers to ask users for permission to use this each time they install an app from early next year.  

“On iOS 14, iPadOS 14, and tvOS 14, apps will be required to receive user permission to track users across apps or websites owned by other companies, or to access the device’s advertising identifier,” Apple posted. “We are committed to ensuring users can choose whether or not they allow an app to track them. To give developers time to make necessary changes, apps will be required to obtain permission to track users starting early next year. More information, including an update to the App Store Review Guidelines, will follow this fall.”

While giving consumers the choice to opt-out of data tracking is understandably a concern for mobile marketers, roughly 60% of consumers say they are open to persuasion to allow tracking, according to a new survey carried out by Search Engine Land.

What does it mean?

Principally, advertisers must view this iOS 14 feature as an opportunity for the industry, rather than a loss. Transparency is key, and the onus is on advertisers to educate consumers on how personal data can be used in their best interests.

It will be challenging for publishers and developers to craft the right messaging and/or incentives, and pack it into the dialog on the pop-up prompt. There will likely need to be a lot of A/B testing. However, survey findings are promising, and suggest marketers should still be able to reach the data of most iPhone owners as long as their opt-in pitches are compelling.

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  • Programmatic: Measured to success

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