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All The New Advertising Tools on Social Media: TikTok, Instagram, and YouTube shorts have major upgrades


New Advertising Tools on Social Media
New Advertising Tools on Social Media

TikTok now brings Smart+, Conversion Lift Studies, YouTube Shorts adds Categories and "first up" ad placements while Instagram gives more placement control options! Here are all the new advertising tools on social media to help maximize your social video reach.



What’s new on TikTok Advertising: Five new solutions have hit the controversial app.


  • GMV Max: Automates TikTok Shop campaign creation in an attempt to grow gross merchandise value while simplifying ad operations and optimizing traffic across organic content, paid ads, and affiliate posts. TikTok claims initial tests showed an average 30% GMV uplift for merchants. That is some seriously considerable numbers.


  • Smart+: Automated performance advertising that optimizes targeting, bidding, and creative selection. This one sounds very similar to Googles performance Max, and sounds like it can do really great for brand's with sibngular types of products as opposed to services.

    • Campaign goals have become more detailed in their choices, such as web traffic, catalog ads, app installs, and lead generation.

    • The first batch of users are reporting improvements in CPA (cost per acquisition) and ROI (return on investment or return on ad spend).


  • It's important to keep in mind Smart+ can also sort of "do it's own thing" in the Google's Performance Max does, so if you channel has a lot of information or non-featured products that you don't want to push, be casreful as it will send content people it thinks will grab with its own logic in mind. For many this will be a game changer, for some, it could be slightly difficult and you should proceed with A/B testing and short amounts of roll outs to get it down to science before a major spend.


  • Out Of The phone: Retail Partnership Solutions that showcases TikTok content in retail locations. With 63% of US teens using TikTok, retail partnership solutions like Out Of The Phone can keep retail stores feeling relevent to youthful consumers who increasingly, live more online than off.


  • Conversion Lift Studies (CLS): Measures TikTok’s business impact beyond last-click attribution. Businesses of all sizes canuse the studies to understand TikTok's business impact. Studies show an average conversion lift of at least 25% compared to users not watching TikTok ads.


TikTok’s new tools help optimize campaigns, improve conversions, and increase return on ad spend while leveraging TikTok’s large and highly devoted user base.


What Marketing Directors should know about TikTok (according to TikTok, of course):

  • 61% of users have bought something after seeing content on TikTok.

  • 79% of purchases driven by TikTok are not attributed to the platform through traditional measurement, thus the CLS system is key to understanding how your social content is converting offline.

  • TikTok conversions are undervalued by 73% when only measuring simple click-and-buy actions.


What’s new on YouTube Shorts Advertising:


Category-specific ads

Over this last year Shorts has been working to offer more options to advertisers. You now target ads for specific content categories, such as sports, gaming, food, automotive, beauty, fashion, and lifestyle. 


First ad placement and Most Popular Content Options

You can now cut through the noise by paying to be the first ad they see when using the app that session! Amazing! You can also now target ads between the top-viewed Shorts. 


YouTube Select Shorts

Advertisers ensure their ads appear alongside top content and reach engaged audiences in top-performing categories. 


What's New On Instagram Advertising

Target Frequency' for Auction Campaigns

Meta is rolling out 'Target frequency' for Auction campaigns, alongside the existing 'Frequency cap'. This feature is available under the 'Awareness' and 'Engagement' objectives when optimizing for 'Maximize reach' and 'Maximize ThruPlay views' performance goals.


Special features:

  • Control average weekly ad frequency

  • Uses ad set lifetime budget so it automates and there is no need for bid control


Donate Now' CTA for Instagram Stories

The 'Donate Now' call-to-action button,from Instagram Feed and Explore, is now available on Instagram Stories as well. This update allows cause-based advertisers more opportunities to engage with their potential donors.


New Filters for Instagram Reels Ads

Advertisers can now use filters to control the content types their ads appear alongside in Reels. This means you can also say NO to specific content types, preventing ads from appearing in content from profiles not on Meta's publisher list.


Business Manager Settings Upgrade

Meta is upgrading the Business Manager, which will offer the same features with improved performance, and give advertisers more control in their ad campaigns across Facebook and Instagram platforms.


And there you have it! All the new advertising tools on social media for October and November, ramping up better options as we cruise towards the most important sales days of the year. Good stuff.


You still need fresh content:

Don't forget, even with new tools, you still need fresh content. Contact Brainiac for product Videos, Social Videos, and Hype Videos!

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