Big Budgets, Small Wins

[00:00:01] It is Wednesday, October 2nd.

[00:00:03] Today, Big Budgets, Small Wins, Is this new pricing trend troublesome for marketers?

[00:00:09] Pinterest rolls out a new beefed up ad platform?

[00:00:13] Threads gives you more time to fix your mistakes.

[00:00:16] And, paying for the formatting, you are no longer allowed to use.

[00:00:21] I'm Tod Maffin.

[00:00:22] That's ahead today in Digital Marketing.

[00:00:27] Brands are going all in on budget-friendly products to grab younger audiences.

[00:00:32] And social platforms are cashing in.

[00:00:35] According to a new E-Marketer report out today,

[00:00:38] Most industries, diving into social advertising,

[00:00:41] are directing their ad dollars towards younger audiences by pushing affordable products.

[00:00:47] Industry are flocking to social platforms where their audience spends most of their time,

[00:00:51] prompting the platforms to expand their offerings of direct response shopping,

[00:00:55] game install ads and branding video formats.

[00:00:59] The media and entertainment industry is still feeling the impact of ongoing strikes,

[00:01:03] leaving the cuts in high-cost media buys like television.

[00:01:08] But social media has proven a cost-effective alternative for driving game installs

[00:01:13] and building brand awareness through video ads.

[00:01:16] Retail and consumer package goods dominate social ads spending,

[00:01:20] accounting for nearly half of the total spend this year.

[00:01:22] Retail accounts for 30% CPG nearly 20%.

[00:01:27] Fast-fashioned brands like Shane and Teamu were leading the charge,

[00:01:31] pushing other retailers to up their social media ad budgets.

[00:01:35] Meanwhile, consumer package goods companies are investing heavily in social ads

[00:01:39] to fend off competition from direct to consumer brands and white label players.

[00:01:49] Pinterest rolled out its new performance plus sweep this week,

[00:01:53] featuring a range of new tools for advertisers.

[00:01:56] Some of the new tools feature generative AI capabilities,

[00:01:58] for example a product image with a plain background,

[00:02:01] can be enhanced with relevant lifestyle imagery that places the product shot in context.

[00:02:07] Pinterest Performance Plus also offers a new bidding option that goes beyond traditional

[00:02:12] click and conversion optimization.

[00:02:14] Advertisers can now target shoppers using Pinterest's predictive analytics,

[00:02:19] which analyzes thousands of signals to assess the potential value of a conversion in real time.

[00:02:25] We got the also enhanced its search and home feeds with personalized branded shopping recommendations,

[00:02:31] personalized promotions serve shoppers promotions and sales based on what they've searched for

[00:02:36] and pinned while the deals ads module makes ads more visible in their home feeds.

[00:02:42] We have a link to Pinterest full announcement today in our email newsletter.

[00:02:47] You can find it by tapping the link at the top of the show notes or going to today in digital.com slash newsletter.

[00:02:56] Meta is looking to lure more influencers to Facebook,

[00:03:00] the company launching today its new Facebook content monetization beta,

[00:03:05] which merges its three existing programs in stream ads ads on reels and the performance bonus

[00:03:12] into a single offering that pays creators for reels, longer videos, photos and text posts.

[00:03:18] With Facebook content monetization, creators now need to just sign up for one program compared to the previous model,

[00:03:24] which actually required multiple sign-up processes on different sites for different programs.

[00:03:28] The payout model itself though remains unchanged, it's still based on performance.

[00:03:32] Creators can expect to earn from content that performs well just as they did with previous programs.

[00:03:37] The company is inviting one million existing creators to the beta this week with more invitations to follow,

[00:03:44] open enrollment is set for sometime next year.

[00:03:51] Threads is giving brands and users some nice upgrades including more time to edit posts.

[00:03:57] You now have 15 minutes to edit your posts up from the previous five minute limit.

[00:04:03] If you have Fediverse sharing enabled,

[00:04:05] your posts won't appear on MasterDawn and other platforms until those 15 minutes have passed.

[00:04:10] Friends will also now let you see who follows you and who likes your posts from other Fediverse servers like MasterDawn,

[00:04:18] making it a little easier to keep track of new followers and engagement.

[00:04:22] The platform is also expanding its API which was released in June for developers building third party integrations and apps.

[00:04:28] Now when users make posts via the API threads can automatically share them with the wider Fediverse,

[00:04:33] the update also makes it easier to attach links to posts, introduces real-time notification for replies and lets users add all text to pictures and videos.

[00:04:48] And finally Elon Musk has made the decision to ban bold and italic fonts on his platform X.

[00:04:56] In his own words, quote,

[00:04:57] Do-to immediate and excessive use of bold font on X,

[00:05:02] it will be removed from view in the meantime line.

[00:05:05] You'll have to click on post details to see anything involved.

[00:05:09] My eyes are bleeding, unquote.

[00:05:12] He later clarified he means bold and italics for the record.

[00:05:16] Remember bold and italics text is one of the benefits to X's paid upgrade.

[00:05:21] The investment firm fidelity this week said X which was valued at $44 billion when Musk acquired it

[00:05:27] is now worth less than $9.5 billion.

[00:05:30] A recent international survey by Cantar found that 26% of marketers plan to decrease their spending on X next year,

[00:05:38] the steepest pullback from any major global ad platform.

[00:05:44] It's a bit of a short show today and that's probably a good thing because apparently I'm an idiot who doesn't know how numbers work.

[00:05:52] Yesterday I proudly told you that Monday was our 2000s episode.

[00:05:56] It wasn't.

[00:05:59] It was our 12, 1200, 1200.

[00:06:03] I think what happened is that I looked we have a production calendar and we keep track of the number.

[00:06:09] And for the last few days I've been watching it go from 1197, 1198, 1199.

[00:06:16] For some reason my brain said,

[00:06:18] What comes after 1199 is 2000.

[00:06:22] Obviously it doesn't pay to 1200, so there you go.

[00:06:25] But stick with us, you know, another 3.5 years, I'm going to take all this back.

[00:06:30] That's it for today. See you tomorrow.