Twitter has published a new report which looks at key, emerging topics of conversation in the app, based on analysis of billions of tweets over the past two years.
Twitter’s 2022 trend report singles out three subjects that are seeing a lot more attention in the app, which could help to guide your strategic approach, by tapping into these discussions and shifts.
The three topics of focus Twitter has identified are:
- The Great Restoration – Users are looking for corporations and governments to take more action to address climate change
- Fan-Built Worlds – Fans are looking to collaborate in the creation of art and community, with the arrival of NFT culture enabling a new level of interaction and engagement
- Finance Goes Social – Largely aligned to the rise of cryptocurrency discussion, more Twitter users are now looking to discuss financial opportunities and options
Each trend includes an overview of the evolving discussion, including notes on what it means, and the relative rise in tweet activity.
There are also more specific breakdowns of the topical elements, and where people’s attention is focused within each.
Finally, each topic includes a summary of key learnings, highlighting how brands and marketers can tap into each effectively.
It’s an interesting report, based on a huge number of tweet discussions, while Twitter notes that its analysis has also factored in future growth, based on past trends. Which could mean that these topics will indeed gain a lot more traction in future, making this a valuable predictive document, and one worth noting for any marketer looking to maximize their tweet efforts.
Even if you feel like you know these trends already, it’s worth a look. You can download the full ‘Twitter Trends 2022’ report here (w/email sign-up), where you can also check out video summaries of each trend.
Meta’s Adding More Ad Targeting Information to its Ad Library Listings
In the wake of the Cambridge Analytics scandal, Meta has implemented a range of data protection measures to ensure that it limits access to users’ personal data and insight, while at the same time, it’s also been working to provide more transparency into how its systems are being used by different groups to target their messaging.
These conflicting approaches require a delicate balance, one which Meta has largely been able to maintain via its Ad Library, which enables anyone to see any ad being run by any Facebook Page in the recent past.
Now, Meta’s looking to add to that insight, with new information being added to the Ad Library on how Pages are using social issue, electoral or political ads in their process.
As you can see here, the updated Ad Library overview will include more specific information on how each advertiser is using these more sensitive targeting options, which could help researchers detect misuse or report concerns.
As explained by Meta:
“At the end of this month, detailed targeting information for social issue, electoral or political ads will be made available to vetted academic researchers through the Facebook Open Research and Transparency (FORT) environment […] Coming in July, our publicly available Ad Library will also include a summary of targeting information for social issue, electoral or political ads run after launch. This update will include data on the total number of social issue, electoral and political ads a Page ran using each type of targeting (such as location, demographics and interests) and the percentage of social issue, electoral and political ad spend used to target those options.”
That’s a significant update for Meta’s ad transparency efforts, which will help researchers better understand key trends in ad usage, and how they relate to messaging resonance and response.
Meta has come under scrutiny over such in the past, with independent investigations finding that housing ads, for example, were illegally using race-based exclusions in their ad targeting. That led to Meta changing its rules on how its exclusions can be used, and this new expansion could eventually lead to similar, by making discriminatory ad targeting easier to identify, with direct examples from Meta’s system.
For regular advertisers, it could also give you some additional insight into your competitors’ tactics. You might find more detailed information on how other brands are honing in on specific audiences, which may not be discriminatory, but may highlight new angles for your own marketing efforts.
It’s a good transparency update, which should glean significant benefits for researchers trying to better understand how Meta’s intricate ad targeting system is being used in various ways.
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