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Facebook Looks to Maximize Shops Performance as Part of its Broader eCommerce Push

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This is interesting.

As Facebook continues to expand its eCommerce push, it’s now giving advertisers the option to direct ‘approximately 10%’ of the traffic generated by their conversion ads to their Facebook and Instagram Shops instead.

Facebook Shops optimization

As you can see in this example, posted by eCommerce ads expert Tony Christensen, Facebook is now prompting some advertisers who also have a Facebook and/or Instagram shop set up to direct a portion of their campaign response to their in-app store, instead of to a third-party link.

Facebook further notes that the process will provide it with more data to help optimize its traffic direction processes, and ensure that it’s driving people to the surface where they’re most likely to convert, while Facebook also says that, for those that do opt into this process, it’ll cover the estimated cost of impressions which direct traffic to shops.

Which is a significant consideration – and at 10% of your overall ad traffic, that could be an impactful amount, depending on your brand, campaign, etc.

But it could also help Facebook to optimize your future ad approaches. If, for example, Facebook’s data is able to determine which people among your audience are more likely to convert on Facebook, as opposed to driving them to your website, it could then use that insight to target your future campaigns, and funnel them off to the exact right spot to encourage purchase.

You would assume that the main focus within this cohort would be users who’ve already purchased products from another Facebook/IG shop, or on Facebook Marketplace, as Facebook would know that they’re more likely to buy in-app, based on past behavior. But the more Facebook can learn about the specific traits of people more likely to buy from each, the more its systems can learn where to direct others, which could then have significant flow-on benefits for future campaigns.

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Then again, it also likely relates to Apple’s ATT update, which has seen many people opt out of in-app tracking, which essentially leaves Facebook blind to conversions made outside of its own apps. In this respect, Facebook likely needs to gather more data on Facebook and Instagram Shops conversions so it can ensure maximum performance within its own tools, which then lessens the impact of the ATT update because it’s still able to keep a record of that activity.

If Facebook can gather more insight, and ensure that retailers generate better performance by optimizing for Facebook and IG shops instead, that would be a big win – which would be why it’s willing to cover the costs of impressions to shops through this option.

It’s an interesting consideration either way, and as noted, with Facebook looking to make a bigger push into eCommerce, and selling products in-stream, it may well be that its reach and data-matching does eventually provide a better avenue to maximize conversions, negating Apple’s update.

On this front, and in addition to Shops, Facebook has also launched live-stream shopping events (on both Facebook and Instagram), Shops on Marketplace, and sponsored product listings within the Instagram Shop tab.

Instagram Shop tab ads

It’s also testing a Pinterest-like visual search tool that will enable users to enable users to scan a real world item, or use any uploaded photo or video, to find similar product listings, while it’s also experimenting with automated object tags that could eventually provide more direct product options linked to each clip.

The big focus here is on Asian markets, where Facebook is gaining significant traction, and if it can expand its eCommerce potential now, amid take-up in regions like India and Indonesia, that could help to make its platforms a more essential utility within each of their respective digital shifts. 

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That holds huge potential for Facebook moving forward, and is where it’s now likely to see its most significant growth.

Apple’s update, puts a dent in that, and if Android were to follow suit, that could make it even more difficult, so it makes sense for Facebook to work to optimize its tools now in anticipation of any further data privacy shifts.

At the same time, it could be worth an experiment for your campaigns, depending on the specifics.

Socialmediatoday.com

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5 Trends that will Dominate Influencer Marketing in 2022 [Infographic]

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5 Trends that will Dominate Influencer Marketing in 2022 [Infographic]


Is influencer marketing part of your digital marketing strategy for 2022?

With the rise of more creative, more native-aligned platforms and spaces, brands are increasingly relying on influencers to connect with new audiences, while the growing use of AR and other new technologies also necessitates a familiarity with platforms that takes time and knowledge to maximize.

Influencers can be a great avenue in streamlining such process, but you have to know your audience, and what kinds of influencers they’re tuning into, in order to get the most out of your influencer marketing efforts.

To provide some more context on this, the team from SocialPubli has put together this overview of five key influencer marketing trends of note for 2022. And while these notes won’t address all of the info you need, they could help you formulate a better outreach strategy, based on the latest trends and shifts within the creator space.

Check out the full infographic listing below.



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Twitter Publishes New Industry Trend Reports Based on Rising Areas of Tweet Engagement

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Twitter Publishes New Industry Trend Reports Based on Rising Areas of Tweet Engagement


Twitter has published a new range of industry reports, based on rising trends, in order to provide more context as to the key elements of focus among its userbase in each sector.

The new trend reports, which Twitter’s collectively calling its ‘Birdseye Report’, were compiled by Twitter data partners, including Hootsuite, Meltwater, Sprinklr and more. Each partner took on a specific element of expanded Twitter conversation, giving each discussion and industry dedicated focus, providing in-depth insight into the latest key shifts in the app.

You can download all the Birdseye Reports here, but in this post, we’ll look at some of the key highlights.

First off, the reports are based on a range of key tweet trends over the past year.

Those trends include:

  • Digital First – Digital Ethics, Cyber Individuality and Metaverse dominated the technology conversation on Twitter
  • The Crypto Craze – “Crypto” mentions on Twitter increased 549% in 2021
  • Future of Sports – Tweets around the metaverse + sports rose 6,024%
  • Bring the Sweets Back – Conversations around nostalgia for sweets, chocolate and candy grew 55% between January and October 2021
  • Mental Health Matters – Monthly “mental health” mentions from 2019 to 2021 on Twitter grew 44.7%

As you can see here, you can select the specific sector report you want to read, all of which are available via email sign-up – though you can select not to have Twitter or the providing company contact you as a result of your interest.

Each report covers the top trends in each sector, based on tweet discussion, which points to rising areas of opportunity and focus for your tweet marketing.

Twitter Birdseye Report

As you can see here, the reports include both broad trend results, like these, highlighting bigger shifts in each sector, as well as more specific tweet engagement shifts, relative to key focus elements.

Twitter Birdseye Report

Those insights could help to shape your marketing approach, while each report also includes a range of more in-depth pointers and data points to help guide your understanding of what the Twitter audiences is most interested in. 

Twitter Birdseye Report

There are also demographic insights: 

Twitter Birdseye Report

As well as summary points for each, helping to ensure marketers can make the most of each report:

Twitter Birdseye Report

There’s a heap of great insight here, and if you’re working in any of the highlighted sectors, and are looking to improve your Twitter approach, it’s definitely worth downloading the data and checking out the findings.

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Even if you’re not looking to improve your Twitter strategy, it’s likely worth getting access to the insights and seeing what people are most interested in for each segment.

You can download all the Twitter Birdseye reports here.





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92-year-old Malawian music legend finds fame on TikTok

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92-year-old Malawian music legend finds fame on TikTok


Fame at 92: Malawian music legend Giddes Chalamanda has notched up millions of views on TikTok – Copyright AFP Bertha WANG

Jack McBrams

At 92, Giddes Chalamanda has no idea what TikTok is. He doesn’t even own a smartphone.

And yet the Malawian music legend has become a social media star, with his song “Linny Hoo” garnering over 80 million views on the video-sharing platform and spawning mashups and remixes from South Africa to the Philippines.

“They come and show me the videos on their phones, but I have no idea how it works,” Chalamanda told AFP at his home on the edge of a macadamia plantation, about 20 kilometres (12 miles) from Malawi’s main city Blantyre.

“But I love the fact that people are enjoying themselves and that my talent is getting the right attention,” he said, speaking in Chewa.

Despite his grey hair and slight stoop, the nonagenarian singer and guitarist, who has been a constant presence on the Malawian music scene for seven decades, displays a youthful exuberance as he sits chatting with a group of young fans.

He first recorded “Linny”, an ode to one of his daughters, in 2000.

But global acclaim only came two decades later when Patience Namadingo, a young gospel artist, teamed up with Chalamanda to record a reggae remix of “Linny” titled “Linny Hoo”.

The black-and-white video of the recording shows a smiling, gap-toothed Chalamanda, nattily dressed in a white shirt and V-neck sweater, jamming with Namadingo under a tree outside his home, with a group of neighbours looking on.

The video went viral after it was posted on YouTube, where it racked up more than 6.9 million views. Then late last year, it landed on TikTok and toured the globe.

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Chalamanda only learned of the song’s sensational social media popularity from his children and their friends.

Since then he and Namadingo have recorded remixes of several others of his best-known tracks.

His daughter Linny’s 16-year-old son Stepson Austin told AFP that he was proud of his grandfather’s longevity.

“It is good that he has lived long enough to see this day,” said the youngster, who himself aspires to become a hip-hop artist.

Born in Chiradzulu, a small town in southern Malawi, Chalamanda won fame in his homeland with lilting songs such as “Buffalo Soldier” in which he dreams of visiting America and “Napolo”.

Over the past decade, he has collaborated with several younger musicians and still performs across the country.

– ‘Dance around the world’ –

On TikTok, DJs and ordinary fans have created their own remixes as part of a #LinnyHooChallenge.

“When his music starts playing in a club or at a festival, everyone gets the urge to dance. That is how appealing it is,” musician and long-time collaborator Davis Njobvu told AFP.

“The fact that he has been there long enough to work with the young ones is special.”

South Africa-based music producer Joe Machingura attributed the global appeal of a song recorded in Chewa, one of Malawi’s most widely-spoken languages, to the sentiments underlying it.

“The old man sang with so much passion, it connects with whoever listens to it,” he said, adding: “It speaks to your soul.”

Chalamanda, a twice-married father of 14 children, only seven of whom, including Linny, are still alive, said he has no idea how to secure royalties for the TikTok plays.

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Chalamanda and his wife hope to benefit financially from his new-found stardom.

“I am just surprised that despite the popularity of the song, there is nothing for me,” he said. “While I am excited that I have made people dance all around the world, there should be some gain for me. I need the money.”

His manager Pemphero Mphande told AFP that he was looking into the issue and the Copyright Society of Malawi said it was ready to assist.

Arts curator Tammy Mbendera of the Festival Institute in Malawi credited platforms like TikTok with creating new opportunities for African talent.

“With songs from our past especially, they were written with such profoundness that they still can resonate today,” she said.

“All one has to do really, is get the chance to experience it, to acknowledge its significance. I think that’s what happened here.”



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