Hey ,

It's a jam-packed edition this week, with the ad platforms making transformative changes (oh and a LOT of Fospha data on how to succeed in TikTok).

In this edition, we cover:

• How to optimize your TikTok creative strategy
• Why Meta stock dramatically outperformed competitors this earnings season
• Snapchat simplifies its ad campaign set up process
• TikTok introduces in-app Amazon purchases

Read on!

📱 Achieve top tier TikTok creative with 3 approaches

Optimizing TikTok performance isn't easy. By far one of the hardest elements is your creative.

How do you create ads that truly resonate with a TikTok-specific audience?

Fospha’s Ultimate TikTok Playbook was created to answer this question. We want our brands to be armed with the strategies that actually perform from day 1.

Luckily, Our friends at For You Advertising are experts when it comes to creative TikTok strategy that converts. Their top tips:

1) The algorithm loves trends. Although their lifespan is usually 7-14 days, if the trend connects well with your brand, don't be limited by this timeframe.

2) Organic-looking ads perform best. Make sure you have a solid organic concept before you scale into a paid strategy.

3) Create platform-native content rather than re-using content across platforms. This is particularly important in TikTok, which boasts its own unique voice. Leverage this voice through trending filters and sounds.

Want to know 3 more creative strategies that TikTok themselves are huge fans of? Download the full report below 👇

📈 Meta stock outperformed big tech this earnings season - here's why

👉 Meta exceeded expectations with strong Q2 results driven by AI investments – outpacing other large-cap tech firms in the June quarter.

👉 Revenue surpassed forecasts with 22% growth while operating income jumped 58%.

👉 Meta’s focus on AI, particularly for its ad business, has already shown positive returns – making investors cautiously optimistic about the platform.

👉 With strong Q3 guidance and a rising CapEx forecast, Meta is balancing short-term growth with long-term potential, positioning itself as a leader in the AI-driven tech landscape. 

🔉Fospha in the news: Google Analytics under-reports TikTok by 22X

Campaign & Performance Marketing World have picked up a striking story revealed by Fospha data.

TikTok is the worst represented of the major channels by Google Analytics, receiving 22X less credit for driving purchases than it deserves.

If you can't see the impact TikTok's driving, you naturally won't invest - so you might be missing a huge opportunity in the platform.

🛒 Google invests in AI-powered product discovery

Ever thought searching could get a serious upgrade? Google is taking steps to do just that.

The platform has just rolled out transformative AI features - including comparing items side-by-side without opening a million tabs! 

These updates are designed to keep Google front-and-centre for your search habits.

🗞️ HEADLINES YOU CAN'T MISS 🗞️

👐 Network with industry leaders at Nest Commerce's upcoming event!

Performance marketing has undergone a shift from paid search to paid social. In the face of tough change, speaking with performance marketing experts is invaluable. Our friends at Nest Commerce are hosting a breakfast event on Tuesday 10th September surrounding all things 'Breaking the Google Cycle' - register to attend here.

👻 Snapchat simplifies its ad campaign set up process

Snapchat has reduced the number of available campaign objectives from 11 to 5. Advertisers can choose from Awareness & Engagement; Traffic; Leads; App Promotion and Sales. This streamlining aims to make it easier (particularly for SMBs) to set up campaigns by aligning the process with their top-level goals.

❌ X is losing advertisers - as they pile into TikTok instead

According to Kantar, 77% of marketers plan to increase their ad spend on TikTok in 2024, while only 14% plan to reduce their budgets on X. This shift follows X's strained relationship with marketers, marked by Musk's "war" against those boycotting the platform.

🎵 TikTok now lets users purchase Amazon products directly through the app

Through ads on the "For You" feed, users can link their TikTok and Amazon accounts with a quick setup, enabling them to view real-time pricing, Prime eligibility, and complete purchases without leaving TikTok. HUGE for streamlining the in-app customer experience.

😮 90% of subscription retailers prioritize retention

This is one of the stats revealed by the RetailX 2024 Subscription Report. Other findings: 96% of subscription leaders consider cancellations avoidable; consumer fear of commitment is the largest obstacle to overcome.

👍 New data: Facebook conversions up while costs are down

👙 Andie Swim makes waves with data-driven marketing

Andie, a swimwear brand, just 5X'd their revenue in 2 months.

How? By unleashing the hidden power of TikTok ads!

3 takeaways 👇
🏊🏼‍♀️ Google Analytics underreported TikTok conversions by 10X!
🏊🏼‍♀️ 65% of conversions from TikTok were new customers. Hello, growth!
🏊🏼‍♀️ TikTok CPA dropped 25% below average. Efficiency win!

👉 Swim over to the full case study here.