SOCIAL MEDIA ADVERTISING
Emplifi | August 05, 2022
Emplifi, the leading unified customer experience platform, revealed the findings of its Q2 2022 analysis of social media spend across thousands of brands worldwide.
The report findings highlight a rebound in median monthly global ad spend compared to the same period last year, a decrease in the median monthly click-through rate (CTR), a slight uptick in median monthly cost-per-click (CPC), and steady engagement on Facebook and Instagram. The data also shows a slight decrease in brands’ response rate to customers who ask questions on social media.
Brands increase investment in paid social media
After seeing a notable post-holiday drop in Q1 2022, median global monthly ad spend among brands rebounded by 18% in Q2 2022, climbing back above USD 4,200 – a figure close to the year-high level that was seen in Q4 2021. With this quarter's rebound, median monthly ad spend has increased 19% YoY, suggesting that brands are allocating more budget to reach their target audiences via paid social.
Click-through rate (CTR) continues to decline
Emplifi data shows that median monthly CTR has been steadily decreasing over time, dipping below the 1% mark in Q1 2022. This past quarter tells a similar story, with CTR lowering to 0.93%, signaling a 11% drop YoY. Despite this decrease, businesses can continue to depend on social media advertising to return value, as engagement remains fairly stable when consumers interact with paid social posts.
Median cost-per-click (CPC) remains stable
While CTR has steadily decreased, Emplifi data shows that CPC remains relatively stable despite some fluctuations in recent quarters, hitting $0.20 in Q2 2022. With average CPC rebounding this quarter after seeing a drop at the beginning of the year, it will be interesting to see whether this is a quarterly fluctuation or the start of an upward trend.
Instagram still dominant in engagement
After seeing a steady decrease since Q2 2021, median Facebook post interactions saw a slight bump quarter-over-quarter, reaching their highest level since Q3 2021. However, Q2 2022 levels remain notably lower than Q2 2021, with brands generating approximately 5.2 interactions per 1K impressions on Facebook, a 15% decrease year-over-year. When it comes to industries, the strongest performers for engagement on Facebook were brands in the Industrial (9.79) and Accommodation (9.04) sectors, while the lowest performers were Ecommerce (2.80), Retail (3.64), and Fashion (3.90).
Instagram continues to show much stronger engagement than Facebook, with about 32 interactions per 1K impressions in Q2 2022, which is on par with what has been seen across the past year. Brands in the Beverages (47.37), Alcohol (46.83), and Software (45.11) sectors saw the highest levels of engagement, with Retail (17.71), Telecom (21.58), and Ecommerce (22.81) brands lagging.
TikTok versus Instagram
In an analysis of sister TikTok and Instagram accounts across 330 brands from January-June 2022, Emplifi data shows that brands post more often on Instagram (68%) than on TikTok (32%) in relative posting frequency. While reach and interactions were higher on Instagram, video content had greater engagement on TikTok. Either way, both platforms have shown an upward trend over six months in terms of engagement rate, peaking in June 2022, reconfirming user interest for engaging video content.
“Brands need to connect with their audiences where they are and social media is an integral part of the marketing mix,” said Emplifi CMO, Zarnaz Arlia.
“Brands need to connect with their audiences where they are and social media is an integral part of the marketing mix,” said Emplifi CMO, Zarnaz Arlia. “It’s no secret that TikTok's surge in popularity is continuing – we’ve found that brands post more often on Instagram than TikTok, and video content has higher engagement on TikTok. It will be interesting to see how this trends in the months ahead. What is certain though is that in today’s world, having and maintaining a solid presence on both TikTok and Instagram is essential.”
Twitter shows the fastest response times to questions
Emplifi data shows that median response rates for brands answering questions on Facebook and Instagram decreased slightly in Q2 2022. On Twitter, after some mild fluctuations, response rates have returned to a similar level from the same time last year. When looking at engagement by industry, Beauty, FMCG Food, and Home & Living brands had comparatively higher response rates to user questions on social, while Automotive brands had lower response rates across all three social media platforms.
In terms of the time it took for brands to respond to questions, Instagram and Twitter saw slight bumps quarter-over-quarter, while Facebook saw a decrease for the second straight quarter. Examining the data by industry, some brands have the slowest response times on Facebook (alcohol, beauty, FMCG food, home & living, service), while for other brands, it's on Instagram (automotive, ecommerce, electronics, fashion, retail). However, except for one industry (FMCG food), Twitter typically sees the fastest response times among the three networks examined.
Emplifi's analysis is based on Q2 2022 data and year-on-year comparisons downloaded at the beginning of July 2022.
Emplifi is the leading unified CX platform that brings marketing, commerce, and care together to help businesses close the customer experience gap. More than 7,000 brands, including Delta Air Lines, Ford Motor Company, and McDonald's, rely on Emplifi to provide their customers with outstanding experiences at every touchpoint. For more information, visit www.emplifi.io.
AD TECH AND MARTECH
Teikametrics | August 05, 2022
Teikametrics, the leading optimization platform for sellers on Amazon and Walmart, today announced that its flagship product, Flywheel 2.0, now automatically optimizes keyword targets across multiple marketplaces.
The top online marketplaces in the world sold $3.23 trillion in goods in 2021, and the competition to get on the coveted first page of results in those marketplaces is increasing. Brands can run ads across multiple marketplaces (Amazon, Walmart, Target and more) to gain a competitive advantage, but managing effective keywords and bids simultaneously can quickly become overwhelming.
Flywheel 2.0 delivers the only AI targeting algorithm that automatically harvests top-performing keywords across a seller’s marketplaces then applies them everywhere the seller’s products appear. The automation solution dramatically increases the volume of performing keyword targets, which is especially important when launching a new marketplace, and continues to optimize performance holistically across sellers’ marketplaces dynamically.
“Sellers are looking to diversify across multiple marketplaces, but optimizing advertising on more than one marketplace at the same time adds complexity,” said Alasdair McLean-Foreman, CEO and founder of Teikametrics.
“Sellers are looking to diversify across multiple marketplaces, but optimizing advertising on more than one marketplace at the same time adds complexity,” said Alasdair McLean-Foreman, CEO and founder of Teikametrics. “Our new AI-powered algorithm in Flywheel 2.0 solves for this by dynamically using the sellers’ best-performing keywords across multiple marketplaces. As a result, we’re giving multi-channel sellers a big competitive advantage, especially for those launching on new channels like Walmart.”
Flywheel 2.0 is available to try risk-free via a free trial (no credit card required). Sellers with less than $10,000 per month in sales can use Flywheel 2.0 completely free.
Multi-Channel Marketplace Acceleration via Walmart With Flywheel 2.0
Teikametrics is the leading AI-optimization platform for Walmart, the fastest-growing marketplace in North America. Thousands of Amazon sellers have diversified by adding their products to Walmart, and Flywheel 2.0 helps accelerate their business on this new channel.
Leading organic foods brand BetterBody Foods worked with Teikametrics and improved total sales on Walmart.com by 38x by increasing advertising by 5x while increasing return on ad spend (ROAS) by 6x.
Along with cross-marketplace insights, Flywheel 2.0 offers detailed metrics, including product-level sales, advertising, and profitability, allowing sellers to visualize data that can diagnose inefficiencies and uncover growth opportunities.
To learn more about how Flywheel 2.0 saves sellers time and removes complexity by completely automating product-first, full-funnel advertising, visit teikametrics.com/flywheel.
Teikametrics’ AI-powered Marketplace Optimization Platform helps sellers and brand owners maximize their potential on the world’s most valuable marketplaces. Founded in 2015, Teikametrics uses proprietary AI technology to maximize profitability in a simple SaaS interface. Teikametrics optimizes more than $8 billion in GMV across thousands of sellers around the world, with brands including Munchkin, mDesign, Clarks, Nutribullet, Conair, Nutrafol, and Solo Stove trusting Teikametrics to unlock the full potential of their selling and advertising on Amazon, Walmart, and other marketplaces.
Integral Marketing & Advertising | August 04, 2022
Today, long-time marketing industry veteran Yeliza Centeio launches Integral, a woman-owned, bilingual marketing and advertising agency marked by inclusivity with a fresh approach to meeting client needs and surpassing expectations.
For Centeio, the first phase of her career took place inside leading advertising agencies in Boston and Ft. Lauderdale, working with brands in the travel & tourism, higher education, eCommerce/retail, B2B tech, insurance and healthcare sectors. As a follow up to her agency experience, Centeio ventured brand-side as a marketing director for well-known direct-to-consumer and fashion industry startups and brands like City Pier Seafood and J.Jill. The launch of Integral Marketing & Advertising marks the pinnacle of Centeio’s career as she embarks on this new chapter of inclusivity and growth within the industry.
Integral Marketing & Advertising prioritizes client and staff flexibility & growth
Marketing and advertising has evolved; Centeio founded an agency to evolve with it. Integral empowers client flexibility by allowing work to commence without a formal pitch process or Agency of Record contract.
“Brand-side experience showed me that growth increasingly depends on client flexibility. Our model offers experience and expertise at a time when long-term contracts or building an in-house marketing team may not be in our clients’ best interests,” said Centeio.
Integral also meets the needs of today’s creative talent by granting workplace and workweek flexibility.
“Integral won’t dictate where and when people work, so long as the work gets done. Creative expression doesn’t always happen between 9 a.m and 5 p.m, Monday through Friday, and personal and family time is always a priority,” said Centeio. “We value a healthy work-life balance that puts our team and clients in the best position to succeed.”
Woman-founded, woman-owned, bilingual, and inclusive, Integral solves marketing & advertising puzzles with the right puzzle pieces
The Integral name was chosen not only for its equivalent English and Spanish meaning, but because the agency’s subject matter experts are vital to client success.
On the agency’s new website, Integral’s developers, designers, copywriters, content creators, and certified diversity, equity & inclusion public relations managers are portrayed as characters solving marketing and advertising “jigsaw puzzles.”
The homepage headline announces, “Puzzles Solved. All your needs or just one piece.”