Meta Announces Marketing Updates Just in Time for the Holidays
In the past couple of weeks, Meta has implemented several changes to its Family of Apps as part of the big push towards e-commerce in 2022. To help keep you informed, we wanted to share what we’re most excited for on Facebook and Instagram!
Facebook outlined updates aimed at grappling with the impacts of Apple’s ATT update - which limits the amount of user data available for advertising optimization. Through Aggregated Event Measurement, they’re looking to improve campaign reporting by clarifying which ads are responsible for conversions. View through attribution will provide more context on user action based on ad exposure, over a longer time frame. This means more capacity to track ad response, even if ad tracking is switched off in some apps.
Earlier this month, Facebook began rolling out an A/B testing tool for organic posts. This tool would allow users to test up to 4 combinations of photos, text, and links for organic posts on Facebook. This means more opportunity to test more variables and gain insights on what is performing better with our audiences.
Instagram is adding some new data analytics, which will provide more performance insight for marketers. Their ‘Insights’ tool will now feature 3 new data points:
Accounts Engaged will show the total number of accounts that interacted with content in a given period of time;
Engaged Audience will provide demographic insights about users engaging with content including whether they follow your profile, top cities, top countries, age range and gender); and
Reached Audience will give you demographic information about the people reached with your posts in a given time period including top cities, top countries, age ranges and gender.
These new data points will make it easier to measure what content is performing well to optimize marketing approaches based on what’s working.
Instagram is also looking to create more transparency to brand/creator partnerships with a data-sharing tool that enables creators to see insights data available to businesses. This transparency will allow creators to see what content is performing well, to better help them build their own process and business.
While the recent announcement of Meta means changes on the horizon, we’re excited to dig into these new updates! As new things come to our favorite apps, GPG is excited to find new and creative opportunities to share with you!