This week, we share tips for how social can help B2B campaigns, a new update to Facebook’s ad platform and discuss the impact of a few precedent-setting social media settlements. Here’s a summary of the top influencer marketing news, compiled by RhythmOne’s influencer team.
Facebook will be removing its ad relevance score and instead, replace it with three new metrics: Quality Ranking (which measures how clickbait-y the ad appears), Engagement Rate Ranking (which measures how an ad’s engagement rate compares to other ads targeting the same audience), and Conversion Ranking (which measures how an ad’s expected conversion rate compares to other ads targeting the same audience).
Takeaway: While the relevance score was a great tool for ad optimization and performance, the new metrics should provide more transparency for measurement and how well social ads resonate with a given target audience, in comparison to other ads targeting the same users. This data is aimed to provide more tools for Facebook and Instagram advertisers when it comes to optimizing creative.
CNBC reported how a new survey found that 70 percent of Generation Z “overwhelmingly” prefer Instagram for brand engagement, with Snapchat coming in second. Instagram also achieves 90 percent penetration among 14-to-18-year-olds, according to the report.
Takeaway: While apps like TikTok are cornering the Gen Z market, Instagram’s wide reach keeps it as the top social network for brands to engage with teen and young adult audiences.
Social engagement company Devumi has been under fire in recent months for providing fake followers to companies paying for their social marketing services. Most recently, the New York attorney general concluded that such social media engagement is fake and constitutes illegal deception in that “it purports to reflect the activity and authentic favor of actual people on the platform, when in fact the activity was not generated by actual people and/or does not reflect genuine interest.”
Takeaway: The recent ruling is a reaffirmation of a similar case against Devumi earlier this year. The settlement is positive news for influencer marketing as a whole, as it makes it more difficult and less attractive for influencers to purchase followers and engagements in an attempt to deceive advertisers.
TIPS FOR SOCIAL ENGAGEMENT
Martech Advisor shared how business-to-business marketers should start leveraging the Stories feature on social platforms to engage with prospects, through interactive games, conversational messaging, polls and other tactics used by their consumer counterparts. Stories can include “swipe up” features to drive direct actions, and marketers should use polls to collect valuable data from prospects.
Takeaway: Stories continue to grow in popularity as they help increase engagement and drive ROI. Therefore, it’s no surprise to see that B2B marketing can see a positive impact in taking advantage of them as well.
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