A full funnel approach is a necessity for long-term brand-building, and Fospha already sees the positive impact of this growth in brands' data.
As brands are spending more across the funnel, profitable growth headroom in Paid Social is increasing - from 59% when we first ran the data, to 72.5% as of H2.
It's great to see brands embracing this approach + the data backing up why it's the right way to go.
🎵TikTok has just released its 2024 holiday playbook
TikTok's new playbook dissects consumer behaviour over the busiest period for shopping - and outlines how you can capture the opportunity.
Key stats:
When TikTok is part of the holiday shopping journey, brands spend 80% more in haircare, 60% in skincare and 20% in apparel gift purchases.
During the holidays, users are 60% to use TikTok for fashion & beauty inspiration.
Ways to capture opportunity:
Use hashtags: these are a powerful catalyst for holiday interaction & engagement.
Go live to capture power users: 1 in 5 users watch livestreams.
Utilize TikTok creators: they play a critical role in fuelling engagement. Users who watched creator videos are 60% more likely to follow brands and 50% more likely to click on ads.
The playbook also offers advice on creative and funnel strategy - a must-read ahead of peak.
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A writer posted consistently on Meta's Threads for a month - she shares the following insights for success:
👍 Open-ended questions and timely commentary. These drove higher engagement; quick responses boosted visibility.
👍Graphic posts. These outperformed text, while videos had mixed results.
👍Go native: Platform-specific content was favored by the algorithm.
👍Go niche: Niche-less posts and repurposed content led to inconsistent engagement.
🗞️ HEADLINES YOU CAN'T MISS 🗞️
🎶TikTok makes foray into search advertising
TikTok has launched its Search Ads Campaign, allowing brands to target users during product discovery. With 57% of users utilizing TikTok's search function, the platform taps into search advertising to attract high-intent audiences. Marketers gain new targeting tools and keyword options, reportedly boosting conversions by 20%.
📽️YouTube expands access to Pause Screen ads
All advertisers can now display targeted ads when viewers pause videos on Connected TVs. This format maximizes exposure by taking over part of the paused screen, offering prolonged visibility. With premium pricing and potential use in long-form content, this ad placement offers marketers a valuable tool for both brand awareness and direct response strategies.
‼️ Only 30% of marketers consider their efforts highly effective
A Harvard Business Review report reveals that many marketing executives feel underwhelmed by their results. However, successful marketers are simplifying strategies through smart partnerships, reallocating their media mix, and using data to course-correct. The research is based on a survey of 527 executives & offers insights for achieving a frictionless marketing experience.
⌚ The best times to post on social media revealed
In 2024, the best time to post on social media is generally 8:00 AM on Wednesdays. Platform-specific times include: Facebook (7 AM Saturdays), Instagram (5-7 AM Wednesdays), X (10 AM-1 PM Mondays/Tuesdays), LinkedIn (7 AM-8 PM weekdays), TikTok (3 PM Thursdays), Threads (8 AM Tuesdays), and Pinterest (12 PM Fridays).
🔙 Online holiday sales in the US to reach >$240b, according to Adobe Analytics
This is an 8.4% increase from last year. Mobile purchases are projected to rise 12.8% to $128.1 billion, comprising 53.2% of total sales. Discounts up to 30% are anticipated, with Cyber Week expected to generate $40.6 billion in sales. The US is always a huge region to tap into during peak - this year is no different.
🤔 Concerns remain over Google's new ad targeting approach
Google’s revised Privacy Sandbox, aimed at replacing third-party cookies, faces fresh competition concerns from the UK’s Competition and Markets Authority (CMA).
The CMA fears that offering users a choice between cookie-based or Privacy Sandbox ad targeting could harm competition, potentially strengthening Google's ad dominance.
This uncertainty impacts marketers - threatening to further disrupt ad strategies reliant on cookies. It's crucial to explore privacy-safe measurement solutions + leverage first-party data where available.
🆕 Amazon launches AI video generator for brands ahead of peak
The emphasis on self-gifting reflects a response to the chaotic holiday season and evolving consumer priorities.
Both high & low AOV brands are capitalizing on this trend. High-ticket items tend to experience spikes in sales during Cyber Week, while affordable treats encourage self-purchases.
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