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LinkedIn Publishes New Data on Ad Engagement for B2B Brands Over the Holidays

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Should you be running ads or publishing content over the holidays?

The instinctive logic is probably that you shouldn’t – people are spending more time with family, sharing updates with friends. They likely want a break from work-related posts and material. But then again, people also have more free time. Maybe, in those gaps where they’re taking a moment to themselves, they might actually want to read something related to their professional interests.

This is question that many social media managers have asked themselves over the years, and there isn’t a definitive answer. But this year, LinkedIn went to the tape – utilizing its insights on B2B ad engagement from last year, LinkedIn has identified some key trends in B2B content engagement over the period, which may help to inform your strategic approach.

As explained by LinkedIn:

B2B marketers might expect a decrease in online activity as people go on vacation or spend time with family and friends over the holidays. As expected, there was a dip in overall sessions over Christmas (the biggest dip of the holiday season is on New Year’s Eve when people are getting ready to celebrate), however, LinkedIn members are highly engaged during this time.”

LinkedIn B2B engagement

According to LinkedIn’s data, people are actually still engaged with professional content on the platform over the period. In fact, in some cases, even more so than normal:

Ad engagement for B2B brands on LinkedIn increased 18% in December 2018, compared to the average engagement rate outside of the holiday season (February through October). LinkedIn Members were reading and engaging more with content, particularly on mobile, as well as searching for new jobs. LinkedIn members were also more likely to volunteer to hear from brands during the holiday season – lead gen form submission increased by 22% in December.”

Interesting, huh? Maybe it is worth creating new content for this period after all.

LinkedIn also notes that holiday keywords, such as ‘holidays’, ‘New Year’ and ‘Christmas’, are effective for B2B brands, particularly with LinkedIn Sponsored Content.

“While B2B brands aren’t necessarily selling gifts, ensuring a brand’s message incorporates the spirit of the holiday season with key terms will boost conversions and convert buyers into long term loyalists.”

Those in the tech sector are the most engaged at this time, with LinkedIn noting that computer software brands saw 2.6X higher ad CTR, on average, in the period.

LinkedIn B2B engagement study

LinkedIn’s data also suggests that B2B brands should consider promoting how-to and tips articles, incorporating things like New Year’s resolutions, checklists and holiday season survival guides.

There are some interesting considerations here, worth noting for your approach. And while it may be too late for many, with staff clocking off for the holidays, it could be another element to keep in mind for next year, or for the remainder of the holiday break.

You can check out LinkedIn’s full B2B holidays report here

Socialmediatoday.com

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Cheeky branding wins (and missteps)

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Cheeky branding wins (and missteps)

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Branding and rebranding is getting more fun, here we look at some of cheekiest brands that have caught our eye – for the right and wrong reasons.



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Google Outlines Ongoing Efforts to Combat China-Based Influence Operations Targeting Social Apps

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Google Outlines Ongoing Efforts to Combat China-Based Influence Operations Targeting Social Apps

Over the past year, Google has repeatedly noted that a China-based group has been looking to use YouTube, in particular, to influence western audiences, by building various channels in the app, then seeding them with pro-China content.

There’s limited info available on the full origins or intentions of the group, but today, Google has published a new overview of its ongoing efforts to combat the initiative, called DRAGONBRIDGE.

As explained by Google:

In 2022, Google disrupted over 50,000 instances of DRAGONBRIDGE activity across YouTube, Blogger, and AdSense, reflecting our continued focus on this actor and success in scaling our detection efforts across Google products. We have terminated over 100,000 DRAGONBRIDGE accounts in the IO network’s lifetime.

As you can see in this chart, DRAGONBRIDGE is by far the most prolific source of coordinated information operations that Google has detected over the past year, while Google also notes that it’s been able to disrupt most of the project’s attempted influence, by snuffing out its content before it gets seen.

Dragonbridge

Worth noting the scale too – as Google notes, DRAGONBRIDGE has created more than 100,000 accounts, which includes tens of thousands of YouTube channels. Not individual videos, entire channels in the app, which is a huge amount of work, and content, that this group is producing.

That can’t be cheap, or easy to keep running. So they must be doing it for a reason.

The broader implication, which has been noted by various other publications and analysts, is that DRAGONBRIDGE is potentially being supported by the Chinese Government, as part of a broader effort to influence foreign policy approaches via social media apps. 

Which, at this kind of scale, is a concern, while DRAGONBRIDGE has also targeted Facebook and Twitter as well, at different times, and it could be that their efforts on those platforms are also reaching similar activity levels, and may not have been detected as yet.

Which then also relates to TikTok, a Chinese-owned app that now has massive influence over younger audiences in western nations. If programs like this are already in effect, it stands to reason that TikTok is also likely a key candidate for boosting the same, which remains a key concern among regulators and officials in many nations.

The US Government is reportedly weighing a full TikTok ban, and if that happens, you can bet that many other nations will follow suit. Many government organizations are also banning TikTok on official devices, based on advice from security experts, and with programs like DRAGONBRIDGE also running, it does seem like Chinese-based groups are actively operating influence and manipulation programs in foreign nations.

Which seems like a significant issue, and while Google is seemingly catching most of these channels before they have an impact, it also seems likely that this is only one element of a larger push.

Hopefully, through collective action, the impact of such can be limited – but for TikTok, which still reports to Chinese ownership, it’s another element that could raise further questions and scrutiny.

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The Drum | Trump’s Instagram & Facebook Reinstatement Won’t Cause Marketers To Riot Yet, Experts Say

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The Drum | Trump's Instagram & Facebook Reinstatement Won’t Cause Marketers To Riot Yet, Experts Say

While the reinstatement of Donald Trump’s Twitter account in November had some advertisers packing up in protest, many will strike a different tune with Meta-owned Facebook and Instagram, experts predict.

Meta Wednesday announced that it’s lifting the ban on a handful of Facebook and Instagram accounts, including that of former US president Donald Trump – who was suspended nearly two years ago following the January 6, 2021 riots at the Capitol.

In a blog post yesterday, Nick Clegg, Meta’s president of global affairs, explained the reasons for the company’s decision, saying that it “evaluated the current environment” as it pertains to the socio-political landscape and security concerns and determined that “risk has sufficiently receded.” As a result, the company will welcome Trump back onto Facebook and Instagram.

The former president will be expected to comply with Meta’s user policies, but, considering his past violations, will face “heightened penalties for repeat offenses,” Clegg explained.

While it’s unclear whether Trump will become an active user on either platform following the decision, media and marketing experts are already sounding alarm bells at his potential return.

In particular, experts are cautious considering recent developments at Twitter. Elon Musk’s turbulent takeover – which has included mass layoffs, dramatic platform changes and the decision to reinstate the accounts of controversial figures like Trump and Kanye West (whose account has since been re-suspended) – has led to an exodus of advertisers. Could Meta’s decision to reintroduce Trump invite a similar fate?

‘Fear, frustration and protest’ could catalyze drawback

Concerns regarding brand safety and suitability on Facebook and Instagram are piquing among marketers. Trump’s presence on social media has long proven to exacerbate the spread of misinformation online. The risks of a potential recession, paired with new political tensions spurred by the 2022 midterms and the anticipation of the 2024 presidential election, may only up the ante.

“Misinformation on Meta’s platforms was an issue prior to Trump’s ban, during the ban and will likely continue to be an issue, even with the new [policies that] Meta has put in place,” says Laura Ries, group director of media and connections at IPG-owned ad agency R/GA. In light of this fact, Ries says, “Advertisers will need to continue to consider the type of content they’ll show up next to when evaluating whether or not to advertise on the platforms, especially as we march toward the 2024 election.”

She predicts that Meta may see some advertisers leave Facebook and Instagram “out of fear, frustration or protest.”

Others agree. “I suspect advertisers will not be pleased with this move and might make reductions in spend as they have done with Twitter,” says Tim Lim, a political strategist, PR consultant and partner at creative agency The Hooligans.

Although some advertisers are sure to pull back or cut their investments, the number will likely be low – largely because the scale and reach promised by both Facebook and Instagram will make it hard for most advertisers to quit. Smaller brands and startups in particular often rely heavily on Meta’s advertising business to spur growth, says Ries.

A ripple, not a wave

Most industry leaders believe Trump’s reinstatement won’t cause anything more than a ripple in the advertising industry. “Marketers who advertise on Facebook and Instagram care about their own problems, which generally [entail] selling more products and services,” says Joe Pulizzi, an entrepreneur, podcaster and author of various marketing books. “If Meta helps them do that, they don’t care one bit about brand safety – unless this blows up into a big political issue again. It might not, so marketers won’t do a thing.”

The sentiment is underscored by Dr Karen Freberg, a professor of strategic communications at University of Louisville, who says: “Facebook and Instagram are key fundamental platforms for advertisers. Marketers may … be aware of the news, but I am not sure if it will make a drastic change for the industry.” She points out that Twitter’s decision to lift the ban on Trump’s account in November caused such a big stir among marketers advertisers that Meta’s decision to do the same may come as less of a shock.

Trump’s return may even benefit Meta’s ads business by giving the company new opportunities to serve ads to Trump devotees, says Pulizzi. Ultimately, he says, Meta “needs personalities like Trump,” who, whether through love or hate, inspire higher engagement. “With Facebook plateauing and Instagram now chasing – and copying – TikTok at every turn, Trump’s follower base is important to Meta, which is hard to believe, but I think it’s true.”

But while some users may be energized by the former president’s return to Meta platforms, others may be outraged – even to the point of quitting Facebook and Instagram, points out Ries. In this case, she says, “advertisers will need to follow them to TikTok, Snap or other platforms where they’re spending their newfound time.”

R/GA, for its part, which services major brands including Google, Samsung, Verizon and Slack, will work on “a client by client basis” to address concerns about Facebook, Instagram or any other platform, says Ries. “R/GA recommended pausing activity on Facebook and Instagram after the insurrection and won’t hesitate to do so again if another incident occurs.”

For more, sign up for The Drum’s daily US newsletter here.

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