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THE 2020 FACEBOOK & PAID SOCIAL GUIDE FOR BRANDS 1 The 2020 Facebook & Paid Social Guide for Brands
THE 2020 FACEBOOK & PAID SOCIAL GUIDE FOR BRANDS 2
Introduction
Brands will compete more than ever across social media platforms in the year ahead.
In 2019, we saw record investment in paid social media advertising across all platforms — and for good reason. From established giants like
Facebook to emerging platforms like TikTok, new interactive media formats and more sophisticated platform tools have enabled brands to
close the gap between acquisition and retention.
While Facebook is still the king of direct response advertising, 2020 will test the ability of brands to pivot to emerging platforms that are
attracting faster user growth, engagement, and sometimes more cost-effective inventory.
Increased investment has brought more competition for engagement, meaning brands need to get smart with their social marketing
strategy and execution.
This calls for adapting to new social trends as well as testing and optimizing ad tools both new and established across multiple social channels.
Brands that get it right stand to gain the most from their social media investment in 2020.
In this comprehensive guide, you will learn from Tinuiti’s expert paid social strategists and internal thought leaders on:
• Five trends that will impact 2020 social performance
• What to test and optimize for 2020 across Facebook, Instagram, Snapchat, Pinterest, Twitter, LinkedIn, and emerging channels
• Strategic recommendations from paid social experts
“Through partnerships with the leading social platforms and a team of in-house creative strategists, the Tinuiti paid social team is looking to use our
fearless approach to social innovation to achieve meaningful growth for our clients. With our strong background in direct response marketing, our
path to strategy for 2020 is to look beyond the bottom of the funnel to make a lasting impact on our clients’ businesses. Our paid social team builds
strategy off the idea that social media is most often a nonlinear, consumer-led journey. We need to stop, look, listen -- and then join in.”
Amar Braithwaite
SVP & Head of Social Media at Tinuiti
THE 2020 FACEBOOK & PAID SOCIAL GUIDE FOR BRANDS 3 Table of Contents Five Trends That Will Impact 2020 Social Performance 004 What to Test and Optimize in 2020 009 Cross-Channel Storytelling 0 1 0 Facebook & Instagram 011 Snapchat 01 8 Pinterest 021 Twitter 0 23 LinkedIn 024 Emerging Channels 025 Final Takeaway 027
THE 2020 FACEBOOK & PAID SOCIAL GUIDE FOR BRANDS 4 Five Trends That Will Impact Social Performance THE 2020 FACEBOOK & PAID SOCIAL GUIDE FOR BRANDS
5
Five Trends That Will Impact Facebook Spend Continues
to Climb
2020 Social Performance
Facebook Average Quarterly Y/Y Growth*
1. Creative is becoming a key performance SPEND +16%
differentiator for brands. IMPRESSIONS +9%
It’s no secret that customer acquisition costs are rising across all social media CPM +6%
platforms. More and more brands are investing more ad dollars to reach audiences.
Audience overlap will continue to drive campaign costs in 2020, which is why strategic Instagram Investment Surges
creative will be key to raising the ROI of your social campaigns in the year ahead.
Instagram Average Quarterly Y/Y Growth*
“Increased volume of direct brands has led to increased audience overlap and competition.
SPEND +59%
This calls for a renewed focus on leveraging creative as a strategic differentiator. Brands
need to design with conversions in mind if they want to stand out from millions of IMPRESSIONS +65%
creative agencies and competitors.”
CPM -3%
Jon Gregoire Instagram Share of Total Facebook
Director of Demand Generation at Tinuiti Properties Investment*
2019 30%
The good news is that there will be more creative tools than ever for brands to 2018 23%
leverage in 2020 to activate customers throughout the entire journey.
Stories Share of Instagram Investment*
2. Advertisers are ramping up their Instagram
2019 16%
investment to capture cheaper impressions.
2018 8%
Instagram now accounts for roughly a third of all Facebook ad spend, up from only a
quarter a year ago.
*
Q1 - Q3 2019
across Tinuiti accounts
6
Strong impression growth and expanding ad inventory that helps close the bottom of
the funnel (such as Stories that can link directly to checkout) has attracted increased Instagram Spend Share Grows
in Kick-Off of Holiday Season
investment in Instagram over the past year.
Instagram Spend Share of Total Facebook
Investment / Thanksgiving > Cyber Monday
“Between Thanksgiving and Black Friday, Instagram accounted for 32% of all spend across
Facebook properties, compared to just 22% for the same period last year, as Instagram 2019 32%
growth continues to far outpace that of Facebook proper. Instagram Stories has been a
meaningful part of that growth, and over the course of the Cyber Five accounted for 38% 2018 22%
of Instagram spend compared to 12% for the same period last year.”
Andy Taylor
Director of Research at Tinuiti Instagram Impression Growth
Outpaces Facebook
Impression Growth Year-Over-Year
3. Mobile ad spend continues to grow. +98% Facebook
excluding Instagram, Messenger,
and FAN
US mobile ad spend will increase to more than $120 billion on mobile investments in
2020, becoming nearly 80% of all digital spend, according to a report by eMarketer. Instagram
Consumers are more comfortable than ever before with browsing and shopping on
their devices, and this trend will continue into 2020. +54%
+44%
Mobile app plays will be crucial for reaching your audience, especially when you
consider that three-quarters of all Facebook users now access the platform on mobile
phones, and mobile holiday shopping increasing by 22% year over year, according to
Facebook data. +12%
+9%
+5%
Our consumer survey also found that a higher percentage of younger shoppers use
their phones for shopping: 61.7% of Gen Z and 59% of Millennials say they planned to Q1 2019 Q2 2019 Q3 2019
use their phones for gift shopping last year — a number that is sure to increase as the
mobile shopping experience improves.
THE 2020 FACEBOOK & PAID SOCIAL GUIDE FOR BRANDS 7
Tinuiti Customer Survey Facebook Daily Mobile Spend Share
excluding Messenger, Instagram, and Audience Network
What devices will you use to shop for gifts this year?
95%
2018
2019
Thanksgiving
50%
90%
25%
85%
80%
Phone Tablet Desktop Voice-Enabled N/A 11.1 11.4 11.7 11.10 11.3 11.16 11.19 11.22 11.25 11.28 12.1 / 2019
Device*
“Mobile-optimized creative and video will help your brand “This year, mobile devices accounted for 92% of all spend on
break through the clutter. Video doesn’t have to be difficult or Thanksgiving Day, the highest share of any day since the start
expensive to create. Brands are making their ads more visually of November. Mobile spend share remained elevated on Friday
engaging by transforming existing still images into video using relative to other Fridays in the month, but was back to typical
lightweight animations.” levels relative to average day of week trends from Saturday
through Cyber Monday.”
Suzie Chudzik
Paid Social Strategist at Tinuiti
Andy Taylor
Director of Research at Tinuiti
*Amazon Echo, Google Home, etc.
THE 2020 FACEBOOK & PAID SOCIAL GUIDE FOR BRANDS 8
4. There are new opportunities for brands that diversify social investments.
Although Facebook is still the king of social media channels, reports show that time spent on the platform continues to decline.
With engagement becoming more costly, brands will need to look to additional social channels for more affordable growth opportunities
rather than limiting social spend to a single channel.
This is why it’s necessary to diversify your media mix across multiple channels and pivot to inventory where there is faster growth potential, such
as TikTok, Snapchat, Pinterest and others.
Tinuiti Customer Survey 82%
“While Facebook has historically been the king of direct response, If you are shopping online for gifts, what websites
each social channel has a unique offering that aligns with real do you plan to use? Select all that apply.
business goals. Each of these channels should be considered
51%
when pulling together a holistic paid social strategy.”
36% 33%
Katy Lucey 25% 24%
Director of Paid Social at Tinuiti
12%
4%
Google Brand or Etsy Walmart eBay Target Amazon Other
Retailer
5. Smart brands are using Amazon’s
“Amazon’s presence will only continue to grow in 2020. A clean A/B test is
presence to their advantage.
essential to measuring the success of driving traffic to a brand’s website
Many shoppers in 2020 will discover the perfect holiday gift vs. driving traffic to Amazon. Additionally, your team must be aligned on
idea on social media and finish their journey on Amazon. attribution measurement as the Amazon Attribution tool only offers a 14-
day window. This strategy will allow you to accurately measure sales data
Amazon now rivals (and in some cases overtakes) stores as and success with Amazon.”
a starting point for holiday shopping, and outranks all other
online gift sources -- making a presence on the platform all
Baber Ghaznavi
but mandatory. Sr. Specialist, Paid Social at Tinuiti
THE 2020 FACEBOOK & PAID SOCIAL GUIDE FOR BRANDS 9 What to Test and Optimize in 2020 THE 2020 FACEBOOK & PAID SOCIAL GUIDE FOR BRANDS
THE 2020 FACEBOOK & PAID SOCIAL GUIDE FOR BRANDS 10
What to Test and Optimize in 2020
Cross-Channel Storytelling
In their latest media report, Forrester predicts that “advertisers will give up
hypertargeting for a hyperfocus on creative,” and that “creative adtech will
improve ad quality and cross-channel storytelling as cheap-looking, product-
focused display ads decline.”
It’s become more and more important to build a consistent visual experience
for customers throughout all digital touchpoints, from your ecommerce
website to your Facebook page and Instagram stories.
“Being able to bridge the gap between social and more intent-based channels
will always be a challenge, but there are now more creative ad tools for brands
to build a seamless and consistent user experience across multiple channels.”
Yianni Kotsalidis
Senior Manager at Tinuiti
“Cross-channel branding plays that tell your company story and business
values will grow your share of voice on and off Facebook. Driving more
prospecting traffic to your site will help fuel your retargeting pools and
improve your conversion rates.”
Mary Hubley
Paid Social Specialist at TinuitiTHE 2020 FACEBOOK & PAID SOCIAL GUIDE FOR BRANDS 11
Facebook & Instagram
Since 2019 we’ve seen Facebook release new ad features (Stories, Carousels,
Instant Experiences) and targeting capabilities emerge that have empowered
brands to deliver highly visual and compelling ad experiences.
Brands that want to stay in front of their target audience on these social
platforms need to dedicate resources testing, learning, and optimizing every
marketing initiative to keep ROI strong against the competition.
NEW PLACEMENTS, NEW OPPORTUNITIES
FEED & STORY PLACEMENTS
Diversifying where ads are delivering across the Facebook & Instagram network
is important for advertisers looking to maximize reach while still getting the
strongest possible results.
Opting into new delivery locations such as Facebook Marketplace, Instagram
Explore, and Facebook Search can often result in favorable delivery due to
lower competition.
“Giving the algorithm more opportunities and locations to deliver ads allows
advertisers to capitalize on low-hanging fruit (a.k.a. users who are ready and
willing to convert) in each delivery context. Ultimately, opting into new delivery
locations while also continuing to deliver in evergreen contexts, such as
Facebook and Instagram feeds, not only aids in driving down front end costs
but will also usually boosts overall results.”
Eli Ruben
Paid Social Specialist at TinuitiTHE 2020 FACEBOOK & PAID SOCIAL GUIDE FOR BRANDS 12
STORIES & ORGANIC SHOPPING ADS
Tinuiti brands that have tested running polling within the Instagram Stories
placement have found up to a 17% lower CPA. CPMs when running IG polls
are ~10% higher, but this upfront cost is offset by an increased purchase
conversion rate.
In Q4 2019, Instagram rolled out the ability to promote organic shopping ads
within paid campaigns, even for advertising outside of the IG Checkout Beta.
“Test the performance of promoted organic shopping posts against evergreen
conversion ads to determine if Instagram Checkout should be one of your
brand’s 2020 priorities.”
Kelsey Miller
Paid Social Strategist at Tinuiti
CLOSING THE FUNNEL WITH INSTAGRAM & FACEBOOK CHECKOUT
INSTAGRAM CHECKOUT
Facebook launched a limited beta for ecommerce clients called Checkout on Instagram. While the feature only
launched for organic posts, it is fully expected Instagram to roll this feature out for paid Instagram in 2020.
For organic posts that are shoppable (when products from the merchant’s product catalog are tagged in the
post and the post includes a “View Products” callout), customers clicking on those products will be directed
to check out directly within Instagram instead of getting pushed to a merchant’s website.
FACEBOOK NATIVE CHECKOUT
While very similar to Instagram Checkout, the native checkout beta on Facebook will allow checkout from
Facebook’s dynamic product ads -- unlike Instagram which only currently allows checkout from
organic posts.THE 2020 FACEBOOK & PAID SOCIAL GUIDE FOR BRANDS 13
Instead of being taken from a dynamic product ad to a merchant’s website, this checkout format will let customers check out directly on
Facebook.
“Instagram Checkout will help with overall conversions rates on Instagram, as it could decrease purchase friction consumers might have if they are
required to leave Instagram to buy. We currently see decent rates for offsite conversions on Instagram, so adding in the ability to checkout directly
within the app should make it easier for consumers to purchase and increase overall conversions. The one challenge here is for brands that rely
heavily on third-party tracking (like Google Analytics), as it remains unclear how these purchases will be tracked.”
Katy Lucey
Director of Paid Social at Tinuiti
CREATIVE IS KEY FOR MAKING EVERY TOUCHPOINT COUNT
A Nielsen survey found that 47% of a brand’s sales lift from advertising came from the creative.
With Facebook’s push towards automation, creative poses the largest opportunity for performance and growth. Whether it’s best practice
ad copy or image and video design, finding the creative combination that works best for the goal at hand will help improve campaign and
media spend efficiency.
One of the most important aspects is to make your ads stand out with beautiful creative, promos, and text overlays — and tailoring all of it
to your targeting.
“The right creative can really elevate your marketing program and help convert users on Facebook. At Tinuiti, we take a cohesive approach to
strategizing social activations and combining it with the type of creative that will compel users to convert. We know the importance of this
because during all parts of the year, 63% of a brand’s sales lift from social advertising can be attributed to the quality of the creative. Therefore,
creative is always one of the largest drivers of success.”
Avi Ben-Zvi
Director of Paid Social at TinuitiTHE 2020 FACEBOOK & PAID SOCIAL GUIDE FOR BRANDS 14
“It’s more important than ever to tailor your creative to your audience. When prospecting new
customers, leverage video ads that both introduce the brand and showcase the promotion. When
retargeting loyal customers, go straight to featuring the sale within text overlays and copy to
maximize website traffic and conversions.”
Kelsey Miller
Paid Social Strategist at Tinuiti
Here are some best practices for crafting creative for your social marketing campaigns.:
• Use imagery that’s relevant to your audience’s needs; it should be able to evoke the
feeling of being that perfect gift — even without text.
• Tell a cohesive story with your media-rich Carousel ads, Instant Experiences, or DPAs—so
it’s thematic and engaging. Include holiday imagery for product-focused ads Shoppable,
product-focused ads (DPA across placements, collections)
• Make your stories interactive to boost engagement. You can do this by having users
swipe to complete the story or having users vote in a poll — or even write their answer to
a question.
• Make sure you highlight your CTA with a graphic to make the next step crystal clear to
your audience.
• Don’t forget store-focused and local creative for store visits ads on Facebook.
For a complete list of social creative A/B tests and more best practices on designing and
optimizing your creative, check out our Brand’s Guide to Facebook & Instagram Creative
Performance.THE 2020 FACEBOOK & PAID SOCIAL GUIDE FOR BRANDS 15
LEAN INTO ASSET CUSTOMIZATION
Running customized creative is essential for engaging different audiences.
We’ve found that video assets are most effective for acquiring new customers,
meanwhile static assets or cinemagraphs drive the top return against retention
audiences.
To maximize conversion events, ensure that you are uploading custom images
for key Facebook placements: Facebook feed, Instagram feed, stories, and in-
feed video.
“Our retail brands have seen a 55% increase in return on ad spend when
customized creative is run across feeds and story placements. Consider
running 1x1 videos across Instagram feeds, 4x5 videos across Facebook
feeds and vertical 9x16 videos across Facebook/Instagram stories to
maximize the screen real estate of ads.”
Kelsey Miller
Paid Social Strategist at Tinuiti
FACEBOOK & INSTAGRAM TARGETING
LOOKALIKES AND AFFINITIES
Going broad is key for feeding your upper funnel prospecting initiatives with
Lookalike and Affinity audiences.
Facebook is rewarding advertisers who open up their targeting and allow for
more data to be passed through each audience as quickly as possible. When
thinking about prospecting, lean into expanding interests and leverage largerTHE 2020 FACEBOOK & PAID SOCIAL GUIDE FOR BRANDS 16
Source: Facebook’s new learning phase graph in Ads Manager
“In 2020 it will be pertinent to keep this in mind when thinking through targeting and leverage tools that exist within the platform to get through
learning phases as quickly as possible and spend more money outside of the learning phase.”
Riley Spicer
Paid Social Strategist at Tinuiti
LAL sizes to achieve a broader audience. “When thinking about prospecting, lean into expanding interests (screenshot below) and leverage
larger LAL sizes to achieve a broader audience,” says Spicer.
RETARGETING
With retargeting, brands should test into opening up their lookback window and avoid choking their lower funnel. The algorithm is smart
enough to find people who have been on-site based on recency.
“Tapping into audiences with a broader lookback window will help you win at the auction and spend money outside of the learning phase. With proper
exclusions in place, this should help reduce cost while still delivering to those with higher-intent to purchase.”
Riley Spicer
Paid Social Strategist at TinuitiTHE 2020 FACEBOOK & PAID SOCIAL GUIDE FOR BRANDS 17
Brands should also look into using Facebook’s new Advanced matching feature to
increase conversions and custom audience pools.
“While advanced matching is only available for advertising related to Facebook, it
can instantly help increase custom audiences and retargeting list sizes, while also
providing additional conversion data to help optimize campaigns,” explains Spicer.
FACEBOOK & INSTAGRAM BIDDING
Brands should also look into using Facebook’s new Advanced matching feature to
increase conversions and custom audience pools.
COST CAP VS. LOWEST COST
Consider testing Cost Cap bidding if CPA efficiency is a greater priority to your
business than conversion volume.
Cost Cap allows advertisers to gain control over the price they’re willing to pay for a
conversion. With Cost Cap, Facebook will automatically lower delivery if it feels it has
exhausted opportunities to meet your CPA goal, whereas, Lowest Cost bidding aims to
spend your full budget as efficiently as possible.
Tinuiti brands have found success capitalizing on the strengths of both bid strategies.
“With a mixed approach, we’ve used lowest cost to help brands test into new targeting
and creative tactics. Successful tactics are then transitioned into Cost Cap campaigns to
harvest performance and give Facebook the opportunity to automatically open delivery
when it’s likely to hit your goal.”
Suzie Chudzik
Paid Social Strategist at Tinuiti18
Snapchat
SNAPCHAT CREATIVE
DYNAMIC PRODUCT ADS
Dynamic Product Ads have become a powerful new way to re-engage users on the video
platform by enabling brands to target specific user behaviors. When creating Snapchat DPA
campaigns, make sure to test different creative sets that are relevant to the customer’s journey.
“With Snapchat’s introduction of Dynamic Product ads, advertisers now have the ability to
dynamically retarget users based on their on-site behavior which increases relevance and
drives up conversion rates. Snapchat is now a channel that can drive full-funnel growth
from Brand Awareness down to conversions and revenue.”
Michael Skehill
Senior Manager at Tinuiti
COMMERCIALS
Commercials are non-skippable six-second video Snap Ads that are a great way to
generate affordable video views with your audience.
Like YouTube bumper ads, you’ll want to test different variations of video and align your
content with targeting to make the video as relevant as possible for better swipe rates.
“Snapchat’s version of premium placements. Leveraging this non-skippable 6 seconds of
ad space is highly recommended especially within the context of a brand play.”
Makeda Diggs
Senior Paid Social Specialist at TinuitiTHE 2020 FACEBOOK & PAID SOCIAL GUIDE FOR BRANDS 19
AUGMENTED REALITY (AR)
Many users on Snapchat play with augmented reality (AR) features, giving
brands the chance to create one of the most interactive ad experiences on any
social platform.
With AR ads brands have the chance to allow users to discover and play with
different photos and videos that can be great for getting users to explore
branded content.
“Snapchat’s Artificial Reality capabilities are unrivaled by any other major social
media app as of now. This is a unique way for users to interact with your brand
and actually share those interactions with friends.”
Makeda Diggs
Senior Paid Social Specialist at Tinuiti
SNAP STORIES
Snapchat is known for its strong upper-funnel capabilities (CPMs at $2-$4 vs.
Facebook’s ~$10-20), however, they have taken intentional and effective steps
towards becoming a strong contender for top Direct Response performance.
“The Story ad unit provides the opportunity for the user to choose to watch your
ad; in order to view it, users have to tap through themselves, it does not pop up
automatically. This means we are reaching a highly-qualified segment of our
audience, driving CPAs at a fraction of the cost.”
Makeda Diggs
Senior Paid Social Specialist at TinuitiTHE 2020 FACEBOOK
THE 2020
& FACEBOOK
PAID SOCIAL
& GUIDE
PAID SOCIAL
FOR BRANDS
GUIDE 20
SNAPCHAT TARGETING
Snapchat’s targeting has become more robust since 2019;
advertisers now have a myriad of targeting layers they can
combine to dial in on specific customers — from Lookalikes to
keywords and even geotargeting.
Additionally, 43% and 32% of 18+ Snapchaters cannot be found
on Instagram or Facebook, respectively, so it is important to
leverage the platform to reach users you would otherwise not
make contact with.
“With increasing opportunities to reach larger portions of your
potential customer base, it’s essential you keep your targeting
approach diverse using Lookalikes and Keywords as well as the
available third-party targeting options. Snapchat does still have
third-party data available allowing you to hone in on segments
that drive higher returns, such as high household income.”
Michael Skehill
Senior Manager at Tinuiti
“We can target based on where users are in real-time, down to
very specific locations such as users who are near beaches, near
donut shops, in airports, etc. There are also hundreds of very
detailed lifestyle and demographic-based audience segments
that are unique to the platform.”
Makeda Diggs
Senior Paid Social Specialist at TinuitiTHE 2020 FACEBOOK & PAID SOCIAL GUIDE FOR BRANDS 21
Pinterest
PINTEREST CREATIVE
OVERLAYS
Pinterest users are browsing with a discovery mindset, hoping to find
products, crafts, and ideas to implement within their lives.
These users expect to see copy and context within the creative images
they view on site. Advertisers are recommended to include logos and
text overlay within the creative assets to catch users’ attention.
“To bridge the gap across additional social platforms Pinterest has
implemented a Pin Builder Tool within the build flow on their UI. This tool
provides the ability to crop images, and add logos and text with a variety
of colors, fonts, and size options. Taking advantage of this tool makes
repurposing creative from other platforms to fit what Pinterest users
expect to see, simple and smooth.”
Jennifer Porch
Paid Social Specialist at Tinuiti
MULTI-AD CAMPAIGNS (VIDEO/IMAGE/CAROUSEL)
Updates to Pinterest’s campaign structure allows for all ad types to run
within a single campaign.
Rather than spreading budgets across campaigns and creative
advertisers can focus more on performance rather than allocating
specific budgets. Additionally, by running ad types side-by-sideTHE 2020 FACEBOOK & PAID SOCIAL GUIDE FOR BRANDS 22
can clearly see results and make creative performance optimizations. As a whole, this will make creative testing smoother and provide
insight to advertisers on which assets work best for their audiences.
PINTEREST SHOPPING
Pinterest has become a larger player when it comes to lower-funnel objectives. We’ve seen Pinterest expand their shopping objective campaigns
over the past quarter, now allowing for feed-based ads, and rolling out dynamic audiences. Tinuiti brands have seen 12% higher ROAS from
shopping campaigns than standard conversion campaigns.
PINTEREST TARGETING
Pinterest has become a larger player when it comes to lower-funnel objectives. Pinterest recommends focusing on a broader affinity act-a-likes
5%-10%. As for keyword targeting, there is an opportunity to hone in on seasonal keywords like ‘back to school,’ ‘holiday shopping,’ etc.
PINTEREST BIDDING
DESTINATION VIEW
As a higher funnel initiative, Pinterest has rolled out Destination View to optimize to those users that not only click on Pins but make it to the
landing page URL. This would allow advertisers to drive more qualified traffic to site.
ATC VS. CHECKOUT CONVERSION
While Pinterest allows for checkout-conversion event optimization, Tinuiti brands have seen stronger success for prospecting audiences
while optimizing for add to cart-conversion event. This allows for a focus on a higher level action so that there are more actions taken for
more algorithm learnings.
“Tinuiti brands have seen a 91% increase in Prospecting ROAS when switching from checkout to add to cart event. Simultaneously while optimizing for
ATC actions, taking advantage of the higher ATC numbers by retargeting based on users who have ATC but not purchased, Retargeting ATC audience
saw 35% increase in ROAS after Prospecting shift.”
Jennifer Porch
Paid Social Specialist at TinuitiTHE 2020 FACEBOOK & PAID SOCIAL GUIDE FOR BRANDS 23
Twitter
TWITTER TARGETING
Users come to Twitter to consume content, they come to share
information and to stay up to date on current events.
Similar to other platforms, on Twitter, you can target off of Interests or
use tailored Audiences such as Website visitors or CRM data. The thing
that makes Twitter different is the ability to target off Conversations,
Events and @username targeting.
“Being able to enter a specific conversation carries a lot of weight because
you know that you are hitting an audience interested in a specific topic.
Depending on the Conversation, Event or brands you are targeting,
sometimes the scale is limited, so that’s one thing to be cautious about.”
Chelsea Dyjak
Paid Social Strategist at Tinuiti
TWITTER CREATIVE
App Install creative using short videos or statics performs at low CPMs in
comparison to other channels.
“Keep the text short and sweet so the user knows exactly what they
are looking at and what you want them to do in a short period of time.”
Chelsea Dyjak
Paid Social Strategist at TinuitiTHE 2020 FACEBOOK & PAID SOCIAL GUIDE FOR BRANDS 24
LinkedIn
LINKEDIN CREATIVE LINKEDIN TARGETING
Unlike most other social platforms, LinkedIn provides for text- Like Facebook, LinkedIn is a self-reported demographic
heavy creative opportunities. platform; we rely on users to tell us where they went to college,
how many years of experience of work they have, and what
Not only are there ad types that inherently provide the space for they are skilled in.
longer messaging, but LinkedIn users are much more likely and
willing to read lengthy copy.
“We can use all of that information to reach the right people. We
can also target users based off the size of their company, their
“Especially for B2B, .edu, or brands that may require an explanation industry, their interests, etc. As a platform that is unique in its
before users take action, we highly recommend testing the LinkedIn user behavior, highly recommend testing against B2B and .edu
InMail ad type. It is essentially an email so there’s lots of space for with the understanding that it is where users go to learn more
nurturing the user toward a conversion.” about career/life opportunities that are available to them.”
Makeda Diggs Makeda Diggs
Senior Paid Social Specialist at Tinuiti Senior Paid Social Specialist at Tinuiti
LinkedIn is still evolving and new targeting mechanisms
“Since LinkedIn is a professional forum, users are more tolerant
are regularly rolled out. The latest LinkedIn has offered are
towards ads that they think are professional. As long as we retain
“Audience Templates” e.g. “Financial Decision Makers”.
that characteristic, we can touch the user multiple times via different
creative, or ad types (like Inmail, Sponsored Content and text ads) all “These templates let you quickly select personas based on LI’s
layered together weaving a story for the user.” recommendations rather than you second-guessing or tweaking
the multiple targeting levers. Based on the type of users
frequenting LinkedIn, the mid-funnel objectives (Activation and
Salman Ahmad
Paid Social Consultant at Tinuiti retention) are best fulfilled by this channel.”
Salman Ahmad
Paid Social Consultant at TinuitiTHE 2020 FACEBOOK & PAID SOCIAL GUIDE FOR BRANDS 25
Emerging Channels
TIKTOK
TikTok is Gen Z’s new social media app of choice, and marketers are chomping
at the bit to get on the app and connect with its young audience. In 2019 we
saw TikTok’s new user growth skyrocket in addition to new ad tools that were
released allowing brands to reach its userbase more effectively.
“TikTok is a powerful platform to place dollars in right now. We’re predicting
it as the breakout channel this holiday season for retail and ecommerce
brands. While their paid offering continues to be optimized and expanded –
it has proven powerful results for a few of our clients this year.”
Lauren Guerrieri
Paid Social Senior Manager at Tinuiti
Much of the content is off-beat and light-hearted. The low production values
are part of its charm and provide a low barrier to entry compared to the glitzy,
over-produced content now found on Instagram and YouTube. This allows
brands to take risks and experiment with their content.
“Another key reason to explore TikTok is the powerful influencers that were
born out of the platform. Called ‘Creators’, brands can partner with them
(and should!) to elevate any campaign deployed on TikTok. They help
humanize the brand and tell the story in their own creative and authentic
way to the eyeballs already highly engaged with them on a daily basis.”
Lauren Guerrieri
Paid Social Senior Manager at TinuitiTHE 2020 FACEBOOK & PAID SOCIAL GUIDE FOR BRANDS 26
REDDIT
Reddit is considered a cross over
platform. While it has roots in more
traditional CPM buys, it has been able
to transition a portion of the business
more reminiscent of a social platform.
“The ability to bid towards CPC
and really have catered targeting
segments has allowed you to
target similarly to how you would
interest targeting on other platforms.
Reddit users are very engaged and
extremely passionate, but the best
thing about Reddit users is that
they have less overlap with other
mainstream forms of social than
other emerging channels.”
Yianni Kotsalidis
Senior Social Manager
at TinuitiTHE 2020 FACEBOOK & PAID SOCIAL GUIDE FOR BRANDS 27 Final Takeaway THE 2020 FACEBOOK & PAID SOCIAL GUIDE FOR BRANDS
THE 2020 FACEBOOK & PAID SOCIAL GUIDE FOR BRANDS 28 Final Takeaway The social media game is changing; audience overlap and a greater volume of advertisers will require brands to become more sophisticated with their social strategy in the year ahead. Creative will be front and center for your audience, which is why it’s essential to approach creative design from a performance perspective where regular testing and optimization is baked into your social media process. Testing, learning, and optimizing will also be crucial for making the most of platform tools and new ad inventory across all of today’s social channels. Brands that can leverage platform advances such as automation, attribution, or new ad units will find themselves in a much stronger position than those that lag behind on adoption. 2020 will also be unique in that there will be more opportunity for brands to tap into new audiences — and potentially cheaper inventory — with maturing social platforms such as TikTok, Snapchat, and Pinterest. This is also important for the simple fact that tying social performance to a single platform can place a brand in a vulnerable position to unforeseen changes in the year ahead, of which there will be plenty. Lastly, brands should not feel like they have to go it alone — which is why it’s important to find a strong social partner that can help them navigate the rapid changes in the year ahead and make the most of their social media investment.
THE 2020 FACEBOOK & PAID SOCIAL GUIDE FOR BRANDS 29
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Strategy Evaluation
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improvement and opportunities for growth.
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