Welcome back to our Weekly Social Media Bites! It's a brand new week and we have the latest snippets of what's happening in the social media sphere and adland below.
Social
Meta Expands Instagram Reminder Ads Placed via Its API
Meta has updated its Marketing API to provide full functionality for Instagram Reminder Ads in third-party apps, addressing previous limitations that frustrated marketers. As of August 19, 2024, the API will support features like reaching audiences on Instagram Reels, optimising ad timing, and adding events for better performance. While these features aren't entirely new, the expanded API access allows more businesses to utilise them effectively. This update aims to enhance the ad experience and simplify the process for social media managers.
The Most Popular Social Apps Among Gen Z Consumers
The most popular social app among Gen Z is YouTube, which serves as a cultural hub for this demographic, despite being more content-focused than socially interactive. TikTok and Snapchat are also notable, but YouTube has become more influential than traditional TV for younger audiences. Many successful YouTube creators, like MrBeast and Logan Paul, are expanding their brands beyond the platform, further solidifying YouTube's dominance in the media landscape. Visual Capitalist has compiled data from Pew Research to highlight the top apps favoured by Gen Z, underscoring YouTube's importance for targeting this audience
TikTok Launches Updated Search Ads Campaigns
TikTok has enhanced its Search Ads campaigns, allowing brands more control over ad placements in response to user searches. The updated feature, which builds on last year's "Search Ads Toggle," lets advertisers target specific keywords while maintaining the same ad format. TikTok reports that 57% of users utilise its search function, and those who run Search Ads alongside In-Feed Ads see an average 20% increase in conversions. The new setup also includes keyword recommendations, making it easier for brands to optimise their campaigns. This update positions TikTok as a growing platform for product discovery and eCommerce.
Inspiration
‘Breaking the Silver Ceiling’ One Photo at a Time
Despite seniors making up a significant portion of the population, only 4% of people in advertisements worldwide are aged 60 or older. A study in Singapore found that 88.6% of news articles from 2020 to 2023 used ageist language, highlighting the need for better representation of older adults. In response, “Break The Silver Ceiling” campaign was introduced. The new initiative, “Break The Silver Ceiling: One Photo at a Time,” aims to create an inclusive digital photo repository showcasing the active and diverse lives of seniors. Featuring 120 images of 40 seniors taken by renowned photographers, the campaign seeks to combat ageist stereotypes and promote authentic portrayals of older adults. The photos will be shared through various media channels and partnerships to ensure seniors are depicted with dignity and complexity. The initiative emphasises that being over 60 is about living vibrant lives, urging the industry to shift away from outdated views of ageing.
Thai Health Promotion Foundation Launch Tiny Seasoning Set to Raise Awareness on Over-seasoning
Thailand's unique culinary culture emphasises additional seasoning, despite the inherent richness of its cuisine. This habit contributes to non-communicable diseases (NCDs) such as hypertension and diabetes, which are leading causes of death in the country. To address this, the “The Seasoning of Change” campaign was introduced, promoting a new tiny seasoning set that significantly reduces seasoning amounts for meals. This healthier alternative aims to change long-standing seasoning behaviours by replacing traditional sets in over 400 popular restaurants, generating over 3 million impressions. The initiative encourages better health practices while retaining the familiar seasoning experience for Thai diners.
Thailand Demonstrate How Spotify is in The Daily Lives of Young Thais
Spotify's new brand films highlight its integral role in the daily lives of Thai youth, showcasing it as more than just a music streaming platform. The films illustrate relatable scenarios, like unexpected encounters and moments of connection, paired with playlists that express these experiences. To enhance this narrative, Spotify collaborated with T-Pop artists MILLI and Jeff Satur, emphasising how their music serves as a soundtrack to listeners' lives. Jan-Paul Jeffrey, Head of Marketing Asia at Spotify, noted that the platform reflects the vibrant culture of Thai Gen Z, who create over a billion user-generated playlists to express themselves and connect with friends. The campaign is designed to resonate with Thai Gen Z's knack for turning everyday situations into engaging stories. The films will be promoted through out-of-home placements across Bangkok, adding excitement for commuters and further embedding Spotify in the cultural fabric of Thailand.
We hope you enjoy this edition as much as we do!
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