Today we look back at some of the key changes and innovations across all aspects of digital in April 2022. We give you a snapshot of what the update is, why it is important and what action should you take. Google takes centre stage in this months updates ... 

Facebook targeting reported to be 33.2% inaccurate 

What is it?: A recent study released in early April in America has found that a significant amount of the targeting options available for paid marketers (specifically interest based) across Facebook and Instagram is incorrect. This come off the back of a challenging last 12 months, with data loss due to consumer targeting opt outs. 
Why is it important?: Audience targeting has been essential to marketers in recent years on ensuring that Return on Investment (ROI), especially from Paid Social has been maximised. This latest study shows how the usage of audience data should carefully selected, with a focus on secondary performance metrics such as clickthrough rate, to identify the relevancy of the audiences used at pace. 
What action should you take?: Whilst the study focusses on Facebook / Instagram targeting, we believe that this is symptomatic of the 3rd party targeting options across other media partners including Google, Pinterest and TikTok. With the pending changes to cookies, this only reinforces the need to develop out your 1st party CRM data, including customer preferences, both to support retention and acquisition marketing. For Facebook specifically, we would recommend implementing their server side Conversion API solution, to improve data Facebook has about your customers to support ad targeting. 

YouTube launch new search insights tool 

What is it?: It was announced on the 13th April that YouTube is launching a new insights tool from the start of May. This allows content planners to understand what people are searching for on YouTube, along with your specific audiences search behaviour. 
Why is it important?: With the usage of Video and YouTube continuing to grow (as shown from the visual from Statista), the data that YouTube has on its user base can help content curators in identifying new themes and trending topics to identify new content opportunities for your owned and earned media activity. 
What action should you take?: The tool is now openly available and free to use across U.S., UK, Canada, Australia and India. This can be found at your YouTube Studio account, in the Analytics section, under the Research tab. Whilst the quality of results from the tool has been mixed, we expect the insights will improve over the coming months. 

TikTok Launches Interactive Add Ons for In Feed Paid Ads 

What is it?: TikTok have released a series of Add Ons to support with improving the engagement of In Feed Paid Ads. These include the ability to showcase specific products, codes and to have countdowns for product launches or other brand updates. 
Why is it important?: TikTok is seen primarily as an upper funnel marketing channel to raise awareness and educate. Whilst these are only small changes to the ad format, these add ons along with other recent product updates should help in increasing new customer rates from the channel. 
What action should you take?: Interactive Add Ons are now available for advertisers to adopt. With the continuous investment that TiKTok are making and the strong targeting capability that this presents, we would advocate that this is something that you develop into your 2022 paid social plan. 

Our final thoughts ... 

In what has been a quieter month for updates, we have seen TikTok strengthen their paid media proposition once again. With ongoing concerns being highlighted on the accuracy of audience targeting from Facebook / Instagram and the challenges in performance that many brands have faced, we would recommend investigating the merits of TikTok and using data driven tools like YouTube’s Insights tool, to inform your video content strategy 
If you would like further information on any of the above updates or you would like to access a free no obligation consultation, please get in touch to understand how we can help you. 
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