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Meta Launches New B2B Advertising Audiences to Help Marketers Reach Key Decision Makers

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Meta Launches New B2B Advertising Audiences to Help Marketers Reach Key Decision Makers

As it works to mitigate the impacts of Apple’s ATT update, which has reduced its data tracking capacity, leading to a significant loss in ad effectiveness and interest, Meta has today announced a new set of B2B targeting audience segments, which will provide another way for B2B marketers to reach key decision-makers across its apps.

As you can see in this one-sheet overview, Meta’s new B2B audience segments will enable advertisers to hone in on these specific groups, based on their listed job titles and/or activity in its apps,

As explained by Meta:

“With a mission to give people the power to build community, Meta is uniquely positioned to support B2B marketers in today’s world seeking to forge meaningful connections between people and businesses. With more than 200M businesses and 2.9 billion people using our apps daily, Meta is a destination for B2B marketers looking to drive business-to-business engagement and establish a connection with their customers.”

These broader audience groups, as opposed to Meta’s regular personalized targeting, will enable Meta to utilize the data insights that it can reliably maintain, despite Apple’s update, to help marketers reach the right people, and get their ads in front of key decision-makers in its apps.

Of course, LinkedIn is generally considered the king of B2B marketing, and would be the key focus for more B2B brands. But the comparative reach of Facebook will still prove to be a strong lure for many, with these new segments helping to refine your focus, without you having to manually enter equivalent details.

So, really, it’s a countermeasure for the loss of data insights, dressed up as a new benefit for B2B brands.

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And it could well be hugely beneficial. At the least, these new audience subsets are likely worthy of experiment, to see whether your B2B campaigns see good results based on this new targeting process.

You can read more about Meta’s new B2B targeting audience segments here.

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WhatsApp Launches ‘Call Links’ to Better Facilitate Group Audio and Video Chats

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WhatsApp Launches ‘Call Links’ to Better Facilitate Group Audio and Video Chats

WhatsApp has announced the launch of a new Call Links feature, which, as it sounds, will enable you to share a link to invite others to join a group chat in the app.

As you can see in these examples, you’ll now be able to create dedicated URL links for WhatsApp group video and audio chats, which will make it easier for others to join the discussion in the app.

When available (the option is being rolled out this week), you’ll be able to see the Call Link option within your ‘Calls’ tab, enabling you to create a shareable link to get people into your chats.

It could be an easy way to help enhance community connection, and facilitate engagement, while brands could also use the option to better connect with influencers and advocates, in a more direct, intimate way.

For example, you could run an exclusive chat to discuss your upcoming product launch, or seek feedback on potential updates. Meta’s says that it’s also working on secure, encrypted video calling for up to 32 people as well, so there could soon be a range of ways to use the option as a means to spotlight specific audience segments and engage with them direct.

And with more engagement switching to messaging tools, that’s definitely worth considering.

Indeed, as part of a recent product announcement, Meta CEO Mark Zuckerberg noted that:

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Most people use feeds to discover content and use messaging for deeper connections.”

As such, it may be time to start considering how you can lean into this shift, and better align with how users are now connecting, in order to maximize community and engagement.

Feeds are increasingly being overtaken by entertainment, so if you want to tap into the connective benefits of the medium, that may no longer be the place to be to reach your fans.

Messaging, and messaging groups, could be an important consideration going forward, and these new tools provide more options on this front.



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