Paid Social Industry Updates: October 2022

Hi! My name’s Alisha Martin; I’m the Associate Director of Marketing here at Socium Media.

At the end of every month, my brilliant colleagues in our paid social division hold an internal meeting to share relevant updates in the social space. The updates apply to anyone in the digital marketing/advertising industry, so I wanted to share a few updates from October.

For Twitter, the days of deleting, rewriting, and re-tweeting are almost over. Similar to just about every social platform aside from TikTok, this new feature will allow users to edit their posts within the first 30 minutes of sharing it. But, unlike other platforms, every user can see the edit history (shudder), so be careful what you tweet for! This feature is being rolled out to select countries as we speak, so keep an eye out for when it hits the United States.

We’re all familiar with the chaos that Q4 brings, but what about Q5? From December 26-January 8, don’t let your foot off the gas! Shoppers are eager to spend gift cards they received over the holidays, return credit for gifts they wish they didn’t receive, and just spend money. So be sure to incorporate holiday learnings and take advantage of the higher purchase intent during this period.

Get ready to say goodbye to Meta’s Instant Articles. This feature, which debuted in 2015, was created with the primary focus of quickly loading news articles on the Meta app. But due to underutilization, the feature will be discontinued in Mid April 2023. This will give news publishers six months to readjust their Meta strategies.

Look out Gen Z; Millennials are taking over (TikTok). In a recent training with our TikTok representative, we learned that the primary demographic has shifted from Gen Z to Millenials. In addition to that change, 84% of users say this addicting social media platform played a role in their holiday purchasing behavior.

And if you’ve been waiting for TikTok advertising to utilize machine learning… Well, you’re in luck! Automated Smart Performance Campaigns is the platform’s first end-to-end automation solution. TikTok described it as “…Designed to run performance campaigns at scale, while reducing the number of manual steps to drive results.” At the end of the month, they’ll be available for global Android App Promotion campaigns apps only, but keep an eye out for more to come for rollout to other campaign objectives.

I hope you learned something from these updates! And if you’re looking for an award-winning agency to manage your digital marketing needs from start to finish, you’ve found the right place. 

And last but not least—shout out to my colleagues, Nina, Carly, Hannah, Frances, and Anré, who researched and presented this content to our team! #DreamTeam