- Growth Daily
- Posts
- Tuesday, Apr 25
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Breaking News
💡 Insight - Some ad buyers reported CPMs up 200-500% over the previous day with all ad performance metrics affected. Other advertisers reported their ad sets well exceeded their daily set budgets with no way to stop the damage. Meta has since implemented a fix and assured ad partners that credits will be issued to remedy the situation… but might be worth checking in on your Facebook ad sets and making sure you didn’t overspend over the weekend. many agencies are saying their clients are asking the agency to refund them the overspend. This has all the makings of a class action lawsuit, no matter how many credits Facebook offer each of its advertisers…
💡 Insight - BuzzFeed News shut down Thursday due to an “over-investment” into social-first news, according to CEO and Founder Jonah Peretti. Leadership has called out a sharp decrease in Facebook referral traffic in the past, echoing a decrease in site referrals from social media across the publishing industry. In an increasingly unstable industry, the recent instability of social networks is not a good mix… but anyway, here’s your daily reminder to diversify your marketing efforts!
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Growth Stuff
💡 Insight - When you think of social media, you probably think of social trends… the audios, the relatable memes, the dances. Jumping on a trend as a brand successfully can be a huge win for a brand, often attaining that virality we all lust over. Sprout Social walks through how brands can effectively jump on trends and why you need a trend strategy – so you’re not scrambling at the last minute or joining the conversation a week late.
💡 Insight - Feel like we haven’t talked about the potential U.S. TikTok ban in a minute… but there’s a new report in from Measure Protocol on marketers’ feelings during this purgatory period. Here’s the top takeaways:
78% of consumers between ages 16-25 reported having used the app with an average of 12.7 hrs per week
YouTube was the most popular app with a usage rate of 92% but only 6.6 hrs of average use time
Average in-app spend per user on TIkTok is $9.83
The two most popular search terms on TikTok for consumers between ages 16-25 is “how to” and “what is”
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Brand Watch
💡 Insight - In a world where NFTs and blockchain are on the downtrend, toy company Mattel is doubling down with a collaboration with Rarible, Magic, and Flow to create and support the marketplace on their Virtual Collections Platform. To Web3 enthusiasts this should come as no surprise as major brands like Adidas, Nike, and eBay have all launched their own virtual goods’ platforms. Don’t give up on these initiatives just yet, folks.
💡 Insight - You know you’re getting old when Smirnoff Ice is overhauling their design with nostalgia-driven branding… the relaunch campaign includes a partnership with comedian Trevor Noah alongside influencers like LeJuan James, Kayla Simone, and Erika Kullberg with stops across the country featuring performances with Live Nation. Jokes aside, summer can be competitive in the beverage category, but this lineup looks primed for success.
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