Threads App Is ✨ But...
Good morning, friends! May your day be as bright as the rising sun 🌤️
In this newsletter, we are going to cover the following:
- Google UAC +SKAN Is Coming
- AI-generated Ad Copy by Microsoft Ads
- Threads App Is Better Than Twitter, But...
- Repetitive Ads Damage Brand Reputation
- Bisa Beli Centang Biru IG
Let's dive in!
1️⃣ Google UAC +SKAN Is Coming
Dari acara Google App Immersion 2023 minggu lalu, Google mengumumkan dukungan SKAdNetwork untuk mobile app campaign yang dijalankan di platform Google. Data yang diberikan oleh Apple akan lebih reliable & transparent untuk mengevaluasi performansi iklan antar marketing channel, secara gak ada conflict of interest mengingat pendapatkan utama Google dari produk iklan mereka.
Later this year, we will be able to...
- Set campaign bidding using SKAdNetwork conversion value.
- Having SKAdNetwork 4.0, including web-to-app attribution, and two additional postback windows to capture longer conversion.
- Google Analytics 4 features for SKAdNetwork.
Learn more on Google App Immersion 2023
2️⃣ AI-generated Ad Copy by Microsoft Ads
Microsoft memperkenalkan fitur untuk membuat ad copy (headlines & descriptions) di advertising platform mereka. Fitur ini mendukung 35 bahasa dan bekerja dengan cara membaca konten di landing page secara otomatis.
They said:
Classified as Microsoft Confidential We’re folding the power of generative AI into how you create and edit RSA now, by recommending AI-generated headlines and descriptions for you.
How it works
- Click "Create new ad".
- Masukan final URL (landing page).
- Microsoft akan memberikan rekomendasi untuk ad headlines & descriptions.
- Accept their recommendations if you're happy with them.
3️⃣ Threads App Is Than Twitter, But...
Dari studi yang dilakukan oleh Website Planet terhadap 30 brands yang memiliki akun media sosial di Twitter & Threads App, didapatkan Threads app memiliki engagement rate lebih baik dari Twitter (0.45% vs. 0.02%).
Engagement rate = [(# of comments + # of likes) / # of followers] x 100%
Insights
- Untuk news media, Threads app telah memiliki 1% of total followers di Twitter.
- 98% brands yang dianalisa memiliki engagement rate yang lebih tinggi di Threads app dibandingkan Twitter.
- "copy+paste" content strategy: most news media tend to make identical posts on Twitter and Threads.
Is Threads App The Next Twitter?
Laporan terkahir dari Sensor Tower, Treads app mengalami penurunan active users sebanyak 🔻25% vs last weekend’s peak dan juga avg. time spent by 🔻50% (from 20 minutes to 10 minutes)
Latest Threads stats (per July 13th, 2023)
- 70+ billion impressions
- 450+ million posts (excluding reposts)
- 4.5+ billion likes
4️⃣ Repetitive Ads Damage Brand Reputation
That's what we found from a recent study by Magna IPG & Nexxen. Tidak hanya itu, ditemukan kecenderungan penurunan purchase intent sebanyak 🔻16% dari pengguna yang melihat iklan lebih dari 6x.
VP of Intelligence Solutions at Magna said:
The platforms are suffering too, because people also attribute the fact that this is happening to the platform. It really can be so annoying to people and viewers, that they’re willing to find content elsewhere
What can we do?
Regularly monitor the ad frequency metric on the ad dashboard (both Google & Meta have it already!)
About the study
5️⃣ Beli Centang Biru di Instagram
Setelah dibuka di beberapa negara barat seperti UK & Canada, Meta Verified akhirnya tersedia di Indonesia.
Berapa biaya per bulan?
Rp100,000 untuk website & Rp130,000 untuk iOS/Android.
What are the benefits?
- Centang biru (verification badge)
- Akses ke customer service (CS)
- Fitur ekslusif (i.e. stickers on stories)
- Perlindungan akun
Worth it, gak sih?
Bangett... apalagi buat kita yang punya client minta dikasih centang biru 😭