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Instagram Will Enable New Advertisers to Create Ads Without Linking to a Facebook Page



This seems like an interesting shift at Facebook.

As reported by AdWeek, Instagram will now allow new advertisers in some regions to create Instagram ad campaigns without having to link to a Facebook Page.

As per Instagram:

You can now create Instagram ads without having a presence on Facebook. If you are promoting a post from your Instagram business account for the first time, you won’t have to connect to a Facebook ad account or Facebook Page.”

The key proviso here being ‘for the first time’ – most Instagram advertisers have already connected their profile to Facebook Ad Manager, as has been required, and those businesses won’t now have to option to disconnect their Instagram profile from their Facebook Page, and still have the capacity to run ads.

Businesses that do choose to run their ads on Instagram only obviously won’t have the capacity to manage such via their Facebook ad account. Instead, they’ll have to run their ad campaign, and track ad performance, on Instagram direct.

To promote your Instagram Post independent of Facebook, businesses will need to:

  1. Go to your profile
  2. Tap the post you’d like to promote
  3. Below the post’s image, tap ‘Promote’
  4. Fill in the details of your promotion by setting things like ‘Destination’ (where to send people), ‘Audience’ (who you want to reach), ‘Budget’ (how much you want to spend daily) and ‘Duration’ (how long you want your promotion to run). Tap ‘Next’ once you’ve completed these details
  5. To complete your promotion, tap ‘Create Promotion’ under ‘Review’

Instagram notes that the option will only be available to new Instagram advertisers in the US and Turkey at this stage.

Facebook has seemingly spent years working to ensure business Instagram and Facebook accounts are linked, and that any promotions are run through a centralized platform.


So why the change in direction?

As AdWeek notes, some have speculated that the recent backlash against The Social Network over its failure to address concerns around hate speech is behind this new update.

Last week, a coalition of civil rights groups in the US called on major advertisers to pause their Facebook ad spend in July, in order to send a message to the company that its lack of action is not good enough.

Facebook ad suspension campaign

The North Face was the first major brand to join the cause – but as many commentators noted, The North Face didn’t initially plan to also suspend its Instagram advertising campaigns in line with its commitment (it’s since announced that it will suspend its ads on both platforms).

That highlights a potential reason for this split – if Facebook starts seeing backlash over its policy decisions, maybe Instagram doesn’t have to lose out by association, even though both are owned by Facebook.

Instagram told AdWeek that this was not the reason for the change, noting that it’s been in development for months.

Still, it’s hard to imagine any other logic behind the option, especially, as noted, given Facebook has pushed advertisers towards linking their Facebook and Instagram presences for so long. There are significant benefits for Facebook in establishing such links, including improved data tracking, targeting benefits, integrated functionality, etc. Splitting them seems like a lot more back-end work – but then again, maybe Facebook is simply looking to ensure that it’s able to maximize ad dollars by removing Facebook Page connection as a requirement.

Either way, it’s only available in the US and Turkey, and there’s no word on any further planned expansion at this stage.



TikTok Launches New ‘Order Center’ eCommerce Tracking Hub with Selected Users



TikTok Updates Ad Policies to Limit Unwanted Exposure Among Younger Users in Europe

Get ready for TikTok to make a bigger push on in-app shopping, with some users now seeing a new ‘Order Center’ panel in the app, which tracks any products that you’ve purchased, looked at, or even, potentially, may be interested in, in the app.

As you can see in this example, posted by social media expert Matt Navarra, the new ‘Order Center’ is now appearing for some users alongside their ‘Edit Profile’ option in the app.

Tap on it and you’ll be taken through to a dedicated eCommerce display, where you can track all aspects of your TikTok shopping experience, including payment details, items you’ve tagged, recommendations, order status, etc.

TikTok Order Center

It’s the latest in TikTok’s shift towards eCommerce, which has already been a winner in the Chinese version of the app. Indeed, the majority of the revenue generated by Douyin, the Chinese variation of TikTok, now comes from in-stream eCommerce integrations, which has also facilitated new pathways for creator monetization, via brand partnership integrations that enable more organic type promotions in the app.

Douyin Stores

As such, TikTok is very keen to push the same in TikTok as well – though recent signs have suggested that western audiences are not taking to social commerce with the same enthusiasm as those in the Chinese market.

Just last week, Facebook announced that it’s shutting down its experiments with live shopping in the app, as of October this year. Meta, of course, has other financial pressures to contend with, and it’s been working to streamline its operations, with a focus on its larger metaverse push instead.

But even so, the fact that Meta’s willing to stop experimenting with live commerce entirely would suggest that it hasn’t been seeing good response to its initial experiments, which may not bode well for TikTok’s plans (note: Meta will continue to push ahead with its live shopping experiments on Instagram).

But TikTok needs eCommerce to work, especially from a revenue share perspective.

Many TikTok creators have already expressed their frustration at the inconsistent and low payment amounts available via TikTok’s Creator Fund, and without in-stream ads to directly monetize content, it needs alternative angles to provide revenue-generation tools – or it risks losing its top stars to YouTube instead.


And while TikTok is the app of the moment, it could still see a fall from grace if that does happen, and the app’s big stars shift exclusively to YouTube, which has also been seeing strong growth in the adoption of Shorts, its TikTok clone functionality.

Which is why TikTok continues to plow ahead with eCommerce additions like this – despite general lack of enthusiasm for such in most western markets, which has even seen TikTok itself scale back its live shopping ambitions in Europe due to low adoption and internal conflicts.

But for TikTok, this has to happen, and for parent company ByteDance, which is also dealing with the impacts of the current economic downturn, it has to happen now.

As such, you can expect to see a lot more eCommerce options bleeding into your TikTok feed as we head into the holiday push. Whether you want them or not.

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