The 4% | Edition 004

The evolution of Paid Social brought an evolution through all aspects of marketing; positioning, tone of voice, creative execution, ambassadors/face of all have been dare I say it, influenced.

Over recent years the shift in Creative online to be as organic as possible, coupled with the rise of micro and macro influencers, sorry Creators. Has placed supreme power of platforms in the creators hands.

In many ways the hyper-growth of TikTok has been fuelled by must-follow up and coming creators who fall in love with the organic reach over Instagram, which in turn brings the brand deals and then advertising.

Now the tug-of-war from the platforms to draw Creators (not influencers anymore!) to promote their own brand on their platform has increased the stakes.

Creator Subscriptions:

Instagram launches early test of creator subscriptions in the US – TechCrunch

Instagram is giving creators more ways to make money with today’s launch of Instagram Subscriptions. The feature, which was spotted hitting the App Store back in November, is now officially in early testing with a small group of U.S. creators who will be able to offer their followers paid acc…

TechCrunchSarah Perez

Brand Purpose Conversation Continues

The latest battle is a tear down of Peter Fields 2021 dispostion on Brand Prupose, by the antagonistic of all marketers Mark Ritson.

Good purpose, bad purpose: Marketers shouldn’t oversimplify the arguments

Brand purpose campaigns underperform ‘traditional’ marketing on average, but for the right brands purpose will still be the most effective strategic choice.

Marketing WeekMark Ritson

https://ipa.co.uk/news/power-of-brand-purpose/

Meanwhile the godfathers of media effectiveness discuss hyper-targeted branding here. If you haven't already please read their book, The Long and Short of It.

Performance Max

Google's latest Smart Bidding platform that continues to take away the ability of media buyers to gain an advantage over the competition.

It used to be a first movers advantage on these platform updates. More and more we see huge flaws with Beta and Alpha releases. (see death of FLoC before it got out of the gates) Our recommendation is to still hold onto Smart Campaigns, while a big favour vote for at least seeing Placements. The fact you still cannot negative, is not worth jumping in (yet)

Google Ads launches placement reports for Performance Max campaigns

Placement reports show where Performance Max ads have served, which may help with brand safety efforts, as well as how many impressions they’ve received.

Search Engine LandGeorge Nguyen

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