TikTok Shares New Insights into the Performance of TikTok Ads for CPG Brands - 30 November (2024)

1 • TikTok Announces ‘Openhouse’ AR Showcase Event

TikTok is hosting a new, virtual showcase of its latest AR development elements, with an “Openhouse” event on December 12th, which will include various sessions that dig into its evolving AR development tools.

TikTok’s Effect House AR creation platform enables anybody to experiment with its advanced AR creation tools, and build their own interactive digital experiences within the app. The Openhouse event will provide insight into the latest advances and developments with the Effect House platform, while also providing in-depth overviews of how to create using its latest updates.

You can expect TikTok to be looking to keep up with this, which will see AR take on more precedence in more marketing plans. And with AR tools also becoming more readily accessible, and easier to create, the options are rising, which could make AR a viable consideration for your 2024 plans.

2 • LinkedIn Announces New Ad Performance Measurement Updates

LinkedIn’s announced some new technical updates for its ad tools, including a new Conversions API, improved website actions tracking (via its Insight tag), and updates for Document Ads.

First off, on its Conversions API. LinkedIn’s rolling out a new way to track campaign performance, without the need for cookie tracking, which will provide more insight into the actions that users take in response to your LinkedIn ads.

As explained by LinkedIn:

“With Conversions API, you can choose between direct API integration and partner integration, offering flexibility for different situations. Use this capability to connect both your online and offline data to LinkedIn, allowing you to see how your campaigns influenced actions taken on your website, sales completed over the phone, or leads collected in-person at an event.”

So there are various options as to how you can use the new tracking tool to better measure your LinkedIn campaign performance, via direct integration or third-party tools.

LinkedIn says that its new Conversions API is “privacy-compliant and future-proof”, providing a better way to measure ad attribution, which will also adhere to advancing data privacy laws.

And in combination with its Insight Tag, LinkedIn says that the new API has already provided valuable insight for brands in the initial test pool.

It’s a more technical solution, but LinkedIn has tried to make it as easy to implement as possible, with a range of integrations facilitating simplified data connection.

3 • Meta Faces New Scrutiny Over Claims Youngsters Are Exposed To Harmful Content

While X has been the focus of scrutiny for its alleged content moderation failures of late, Meta’s also facing its own queries as to how its systems are faring in protecting users, particularly youngsters, as well as the accuracy of its external reporting of such.

According to a newly unsealed complaintagainst the company, filed on behalf of 33 states, Meta has repeatedly misrepresented the performance of its moderation teams via its Community Standards Enforcement Reports, which new findings suggest are not reflective of Meta’s own internal data on violations.

Meta’s seemingly using a law of averages to water down such incidents, by taking in a smaller amount of reports and dividing them by its massive user base. But actual user feedback indicates that such exposure is much higher, so while the broader data suggests very low rates, the user experience, evidently, is different.

The complaint alleges that Meta knows this, yet it’s presented these alternative stats publicly as a means to reduce scrutiny, and provide a false sense of safety in its apps and its user safety approach.

In a potentially even more disturbing element of the same complaint, Meta has also reportedly received more than 1.1 million reports of users under the age of 13 accessing Instagram since early 2019, yet it’s disabled “only a fraction of those accounts”.

The allegations have been laid out as part of a federal lawsuit filed last month in the U.S. District Court for the Northern District of California. If Meta’s found to be in violation of privacy laws as a result of these claims, it could face huge fines, and come under further scrutiny around its protection and moderation measures, particularly in relation to younger user access.

4 • TikTok Shares New Insights into the Performance of TikTok Ads for CPG Brands

TikTok has shared some new insights into how its ads are performing in the Canadian market specifically, based on new research conducted by Nielsen.

TikTok partnered with Nielsen on a marketing mix model analysis of CPG ads from Canadian brands, which provides some interesting perspective on TikTok’s relative growth as an ad option, and how it matches up with other platforms.

Though the topline notes are not huge revelations, given TikTok’s broader rise in popularity.

As per TikTok:

“In 2022, TikTok ads achieved a 30% improvement in ROAS and a 58% lift in total incremental sales per 1,000 impressions compared to 2021. Put differently, TikTok investment dollars are working harder, as every impression generated creates more value and drives more sales, with advertisers now seeing an average return of $2 per $1 spent.”

But of course, TikTok’s relative growth is a factor here, and as TikTok’s usage has expanded, so too has its value in this respect.

TikTok also says that its Canadian media sales contribution grew by 2.3x in 2022, the highest year-over-year growth rate compared to all other media channels.

5 • LinkedIn Shares New Insights into the Impacts of Generative AI on the Workforce

As artificial intelligence and machine learning processes continue to evolve, the conversation around AI is also shifting from how such systems can help us, to how they might supplant us, in part or entirely, sometime in future.

And while AI doomerism is largely based on science fiction tropes, which are still a long way from possibly becoming a reality, it is worth considering how these tools will supplement your work, and what they may be able to do, moving forward, to advance your career.

Which is the focus of LinkedIn’s latest “Future of Work” report, which looks at how AI, specifically, is having an impact on different industries, and what LinkedIn users expect to see as a result of AI advances in their respective sector.

You can download the full 35-page report here.

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30 Nov - The Waveful team 🌊