Social Media Archives - acronym

Red Carpet Relevance

Anne Christensen — Tue, 06 May 2025 01:04:57 +0000

How brands can translate Met Gala buzz into marketing momentum

The Met Gala returns tonight—and with it, a tidal wave of global attention.

This year’s theme, “Superfine: Tailoring Black Style,” explores the intersection of African and European fashion traditions through the lens of dandyism. It’s a bold narrative with cultural weight—and a powerful backdrop for brand storytelling.

For luxury marketers—or anyone whose brand connects to culture—it’s a relationship moment. The Met Gala audience is leaning in: way in. Last year, Vogue’s livestream peaked at 812,800 concurrent viewers. Met Gala content hit 2.1 billion views in a week. 2025 is set to break records, with Pharrell, A$AP Rocky, and LeBron James as co-chairs.

All of this makes the Met more than a red-carpet moment. It’s an energy shift where style, status, and spectacle converge—and brands have a rare chance to show up where culture lives loudest.

As the conversation unfolds, here’s what smart brands are asking: How do we meet the moment—and turn cultural cachet into commercial upside?

You don’t need to be on the steps of the Met to be in the room. You just need to show up with intention, and have a fresh take on what’s obsessing your audience.

Be where the moment lives

If your brand touches fashion, beauty, or cultural lifestyle, you already have carte blanche to enter the chat. What matters is how.

Emma Chamberlain’s red carpet interviews show how participation builds presence. She’s not selling — she’s shaping the moment. That’s the move.

Content should match the energy of the event: fast, visual, and on-theme. Use the Gala’s lens — this year, “Superfine: Tailoring Black Style” — to create work that adds to the conversation.

Relevance over reach

Luxury brands win when they stay in character. Look at Moncler’s pre-Gala event: a live Miley Cyrus debut at Casa Cipriani. No pitch. Just presence.

That’s the difference between showing up and standing out. In our own campaigns, post-event content often outperforms same-day posts — especially when it has a point of view.

Live Tweet or Post

Be part of the real-time conversation using trending hashtags like #MetGala, #MetGala2025, and theme-specific tags. Early engagement = broader reach.

Own your editorial voice

Newsletters and blog content don’t need to recap the event. They should extend its life. Curate reactions. Spotlight your own team’s take. Drop a visual edit that reflects the vibe — not just the news.

Versace and Moda Operandi nailed this by using the Gala as launch context for a rooftop capsule reveal. It didn’t feel attached — it felt inevitable.

Make it matter

We advise clients often: don’t chase the moment. Interpret it.

“Black dandyism” isn’t just a moodboard — it’s a deep design lineage. If your brand plays in heritage or identity, this is the time to say something real.

The most resonant content is often the most specific. Not trend coverage — cultural contribution.

Show up in search

Terms like “best Met Gala looks” and “Met Gala afterparty 2025” spike every year. Optimize your content accordingly. Schema, titles, image search — it all counts.

Brands like Luar and Laura Mercier built visibility by aligning products to the Gala’s aesthetic without being literal. The result: relevance that felt earned.

The takeaway

Show up for the culture and your audience will show up for you. The brands that engage with taste, timing, and clarity get more than attention — they get invited back.

Don’t force the sell. Join the scene.

If you want to make your next cultural moment count, you know where to find us.

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TikTok’s time is ticking: Key insights for brands.

John Peter Spear — Mon, 13 Jan 2025 18:52:41 +0000

Tick, tick, tick… TikTok’s time is running out: What advertisers need to know

Quick Summary

TikTok’s future is hanging in the balance as the Supreme Court decides its fate. This pivotal moment could significantly reshape the advertising landscape.

Our take? This marks a major shift in the balance between free speech, security, and censorship based on ownership—one with lasting consequences for future apps and the entire social media landscape.

Want to understand the full impact? Get our insights and top recommendations in our latest Acronym Fast 5:

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Fact-checking is out: Meta’s new move and its impact on advertising

John Peter Spear — Thu, 09 Jan 2025 19:54:03 +0000

Fact-checking is out: Meta’s new move and its impact on advertising.

Quick Summary

Meta has been making headlines again, this time for ditching fact-checking for community moderation. This move aims to balance free speech and their bottom line, but some say it could be a wild ride for advertisers.

Our take? It’s not as earth-shattering as it seems, but it does open up new opportunities and challenges.

Curious about the impact? Learn more in our latest Acronym Fast 5:

DOWNLOAD NOW

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Threads and Bluesky: A New Era of Social Networking

John Peter Spear — Thu, 19 Dec 2024 16:22:05 +0000

Exploring the Future of Social Media Platforms

POV By Kate McNee, Associate Director, Paid Social and Anne Christensen, Manager, Creative Services Paid Social

Threads. Bluesky. These days, it seems like each week, there is a new social media platform threatening to kick X (formerly Twitter) to the curb. But what does this mean about the future of social media? Is the social landscape screeching toward the fractured fate of streaming TV? Or is this feeding frenzy just the latest trend? Acronym’s paid and organic social media marketing experts explore ahead.

Introduction

What are Bluesky and Threads?

Threads is a text-centric social media platform created by Meta. Launched in July 2023, Threads is largely understood to be an alternative to X (formerly Twitter), following changes made to content moderation and other policies after tech mogul Elon Musk’s 2022 acquisition. With seamless integration with Instagram, users can easily log in, follow the same accounts, and share content across both platforms. According to Meta CEO Mark Zuckerberg, Threads aims to do “what Instagram does best and expand that to text, creating a positive and creative space to express your ideas.”¹ 

Bluesky, launched to the public in February 2023, is another text-centric social platform and alternative to X (the platform was initially launched as invite-only, but is now open to anyone). Created by former Twitter CEO Jack Dorsey, Bluesky aims (and succeeds) at closely resembling the functionality and aesthetic of pre-Musk Twitter. Bluesky enables users to share short messages, photos, and videos. It emphasizes decentralization, giving users greater control over their data and content moderation, including the ability to create their own custom feeds and exchange messages between servers.    

What are the key features of each platform?

Threads:

Instagram Integration: Users must log in with their Instagram accounts to join.

Instagram Aesthetic: Threads use much of Instagram’s iconography, including the same heart and user buttons.

Text-Based Communication: Users can share up to 500 characters, perfect for precise, succinct communication.

Media Sharing: Supports videos up to five minutes long and can include links and photos.

Curated & Follower Feeds: The default Feed on Threads shows content “For You” based on content recommendations. The other main Feed prioritizes Follower activity. Recently launched, users can also create custom Feeds based on keywords.

CMS Integration: Threads has integrations with Sprout Social and other third party publishing/reporting platforms, making it easier for brands to integrate Threads into their content strategy.

Political Filter: By default, like Facebook and Instagram, Threads does not proactively recommend political content users don’t follow. This feature can be disabled in settings.

Bluesky:

New Handle: Users access Bluesky by creating handles with @yourusername.bsky.social. You can register your website domain as your handle.

Twitter Aesthetic: Bluesky’s look is a complete call-back to the original Twitter, leveraging the same blue hue.

Decentralization: Bluesky functions on a decentralized network, enabling users to connect and share information across various independent servers. The platform was built on open-source AT Protocol.

User Control and Personalization: Users can customize profiles, manage post visibility, and control their online experience.

Follower Focus with Feed Customization: The main two Feeds are “Discover,” which shows trending topics, and “Followers,” which covers content from followers. But users can create their own Feeds.

New Handle: Users access Bluesky by creating handles with @yourusername.bsky.social. You can register your website domain as your handle.

Who has joined?

Threads famously garnered 5 million sign-ups within four hours of launching.² Flash forward to October, and the platform purported 275 million monthly active users.³ 

Hop on Threads and you’ll locate the most prominent US brands, from retailers like Walmart and Costco to consumer brands like Nike and Pepsi. Even luxury names such as Gucci, Four Seasons, and Porsche have joined the Threads bandwagon, and are actively posting.  

Bluesky, by contrast, now has close to 25 million users⁴, most of which have arrived after the November 5 election. During the first few days after the election, traffic was up 500% on the platform.⁵

The biggest presence of companies on Bluesky are news organizations like NPR, PBS, The New York Times and Politico. A number of celebrities have publicly announced their joining. But unlike Threads, no major US brands appear to be on the platform. 

Similar to other micro-blogging platforms like Reddit, both Threads and Bluesky attract art, photography and tech enthusiasts. “PhotographyThreads,” “BookThreads” and “GymThreads” make up some of the most popular tags on Threads. While users report Feeds filled with art, music, animals, and jokes on Bluesky.  

However, there is one major content divide: hard news. Politics and controversial subjects such as censorship and privacy are common on Bluesky, as are discussions on political figures (you guessed it: rhymes with husk and perceived safety issues with the platform). Users discuss “light” topics on both platforms, but controversial conversations are more of the culture on Bluesky.  

Marketing & Advertising

What are the current advertising capabilities?

Neither platform currently runs advertisements, nor have they provided definitive dates for introducing advertising. Both maintain that their core focus is growth, and will remain so for the immediate future.  

What are the future plans?

Threads initially stated that it would not introduce ads until it was on a “clear path to a billion users.”⁶ But it appears this timeline may be pushed up, with The Information reporting Threads to be beta testing a small number of advertisers in January.⁷

A possible Threads ads format that circulated in the summer showcased a Feed unit with a familiar “Sponsored by” banner next to the name.

The theory is that Threads would be added as another placement in Meta Ads Manager, like Stories and Threads.

The status of Bluesky advertising is not when, but if and how. With its current decentralized infrastructure, Bluesky would face difficulty pushing “Sponsored” ads: since users can create their own protocols (settings), they can ostensibly create feeds designed to circumvent ads.

Instead, the conversation around monetization has centered around alternative revenue streams like selling domain names, profiting from maintaining Bluesky’s AT protocol – or introducing social media subscriptions, a trend several platforms have tried lately.

Bluesky CEO Jay Graber has made clear her desire to avoid most types of advertising, with exception to “user intent-driven” forms, such as those appearing in search results⁸

Predictions & Recommendations

What is the future? And what does this mean for X?

Threads and Bluesky are hardly the first social platforms in the past decade to generate significant buzz: from Periscope to Clubhouse, several platforms been born, touting to be the next big thing before retreating to niche communities, being acquired, or disappearing entirely.

The question remains whether these two platforms will garner the same fate – or survive for the long-haul, with one or both either coexisting alongside the predecessor or slowly usurping X fully.

Scale is in favor of survival. At their peak, Clubhouse and Periscope struggled to surpass 10 million accounts/users.^9,10 Both Threads and Bluesky have already managed to do this, and in quick time frames.  

Yet both platforms face significant – innately opposing – challenges.

Since its inception, Threads has stated that it will steer clear of conversations about politics or news. Which makes sense, given Meta’s controversies with navigating and moderating hot-button topics.

Yet this is exactly what has made X the powerhouse it is today. Can Threads thrive alone as a real-time text-based Feed without the immediacy of news? It could, if it is able to own other trend-heavy spaces such as entertainment or sports, but it is limiting. Without the element of real-time conversation, Threads risks becoming a copycat of community spaces like Reddit. Which is fine, so long as it can cultivate a different audience and feeling. Which it could, given its more user-friendly, aesthetic design and light topic appeal.

For Bluesky, the main issue is monetization. Bluesky has secured Series A funding, but it does not have the kind of capital Threads does with Meta, to help sustain it through the ups and downs of a growing company.

Further, the lack of a clear path and appetite for advertising makes quick monetization more challenging – several platforms have already tried and struggled to monetize with subscriptions. In Q1 2024, 97% of Meta’s revenue came from advertising.¹¹  

If Bluesky is to survive, it needs to get very popular and steal share from X – and fast. Or else, find the funding to sustain its heavy moderation goals and regulatory challenges it has been facing.

For now, X – which still dominates the sports conversation and reached record post counts during the election – is here to stay. If Threads can find its direction, the financial backing of Meta can keep it growing. If Bluesky can create a consistent revenue stream and be seen as a better place for news and politics than X, it might be here to stay. But there is a long road ahead.

What should brands do?

For brand marketers, we recommend downloading both platforms as individuals to become familiar with the look, feel, and functionality.

Creating a profile as a brand is a little more complicated. While creating profiles to secure brand handles/domains is valuable, we don’t recommend making them public and not posting on them. On Threads, you can turn your profile into a private one in Settings, but you cannot do this on Bluesky. As such, for brands not ready to post, we only recommend securing a profile for Threads and selecting Private.

It’s extremely easy to create a Threads profile—all you need to do is download the app, log in with your brand’s Instagram profile, and voila—you’re on Threads.

On your personal handles (to avoid reacting to something accidentally!), explore what conversations are taking place on both platforms, what brands (particularly your competitors) are posting, and which types of content seem to be resonating.

Given that the majority of US brands are now on Threads, we recommend brands create a presence if possible. We recommend it, in particular, for brands appealing to fashion, tech, and/or artistic enthusiasts, as these conversations are indexing heavily. We recommend brands wait to create handles on Bluesky until it becomes clearer which spaces on the platform brands should live.

What do the rise of these apps say about the industry?

Following years of heavy consolidation and powerhouse dominance, we are currently in a swing of democratization and diversification in social media. Both Bluesky and Threads have introduced – to much praise – elements of user control. We are likely to see this trend seep into other platforms.

Unfortunately, the “new players” of Bluesky and Threads are not truly “new players.” Both are affiliated with extremely successful existing platforms. Still, new spaces help shake up the game and provide needed incentive to meet user priorities, like privacy and AI moderation. The current players will continue to dominate the social sphere for the immediate future, but we may see additional small platforms make a play. Mastodon, launched prior to Bluesky and Threads, is another open-source social network that has attracted many given its hyper-decentralized structure (even more so than Bluesky).

Video content on social media has been fully maximized between TikTok, Instagram Reels and Snapchat. Are we finally facing video fatigue, and entering the age where text-based engagement dictates the advertising innovation game? Perhaps slightly – and we have already seen an increase in placements of text-based search ads across platforms. But we’ll need to wait and see.

Have questions or need help navigating these new social platforms? Contact us for expert guidance and support.

Sources:

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The Importance of Quality Creative in Paid Social Campaigns

John Peter Spear — Mon, 12 Aug 2024 17:18:14 +0000

By Anne Christensen, Manager, Paid Social

With social media user audiences and ad investments expanding worldwide, the quality of creative content in social media campaigns is more crucial than ever. Given the rise of AI-driven targeting and increasingly visual platforms, the creative elements of your ads can make or break your campaigns.

Social media platforms and their audiences continue to grow, with 4.9 billion people globally and growth projections expected to hit 5.85 billion users by 2027.⁽¹⁾ With such a hub of activity, social media marketing is growing accordingly- with a projected rate of spend of $247.30 billion by 2027⁽²⁾.

Marketers must continually refine their strategies and tactics to compete, and ensuring creative standards is critical. High-quality creative not only captures attention but also drives engagement, builds brand reputation, and ultimately leads to higher conversion rates. According to recent studies, ads with high-quality creative can see up to a 30% increase in engagement compared to those with lower quality ⁽³⁾.

In this article, we will cover the importance of quality creative in paid social campaigns and provide actionable tips to help you optimize your ad content for maximum impact.

Maximizing the Impact of your Paid Social

To capture audience interest, stand out and drive conversions, make sure your creative is top notch. Here’s tips and key areas to focus on to do that:

Ad Copy Best Practices

Use a Call to Action (CTA): The ad should prompt the audience to complete the desired action of your ad. While social platforms provide a CTA Button, you will want to tell your user what to do with crisp, descriptive text on the button/CTA area: “Click now for the best rates”, “Book now and save 20%”, “Buy 3 get 1 free” and “Order a free sample today” for example.
Storytelling: This is the heart of social media marketing. You want to create engaging content that will make people want to engage with your organic post or paid social ad. It consists not only of your brand voice but also of your brand images.
Know Your Target: Understand what they need, their challenges, and what interests them. Use their kind of language and stay away from confusing jargon.
Keep It Simple: Keep ad copy short and simple. The average user scrolls quickly through social media, so grabbing their attention without clicking on a prompt like “See More” is important.
Images: Since images tell a story about your brand, product or service you will want to make sure images are of the highest quality, lifelike, not ‘staged’ and be file format of either JPEG or PNG. Ensure you know who owns the image and have the legal right to use it.
Brand Voice: The unique personality that sets your brand apart from others. It needs to be consistent throughout all communications, including email marketing, websites, blogs, PR releases, and ads, no matter what channels you are on.

Quick Checklist for Ad Copy

After you have built your ads, be sure to check them against this list:

Ensure your copy is catered to end user (prospecting vs. remarketing.) Ensure the prospecting message speaks to broader messaging (what is the product?) and remarketing speaks to specifics (product features, more info on R&B, offers, activities, etc.)
Character counts are crucial and each social media platform has its set limits. Keep these in mind as you create your ads, and consider the kind of ad display- mobile versus desktop.
Copy should be no longer than:

- Headline/Link Description: (We generally suggest the first letter be capitalized on a headline in a sentence.)
  - Single Image Ads – 30 characters
  - For carousels, ideally 20 characters or less
- Body text – 125 characters for remarketing; for prospecting, less than 280.

Visual Elements

Beyond securing the correct visual for your ad copy, message and goal, be sure your visual elements tell a story at a glance- seconds determine whether your audience’s attention will be captured, or they keep moving on.

Choosing Images
When selecting an image for your organic or paid social ad, it’s important to consider factors such as quality, size, relevance, target audience, and alignment with your brand. Given that a 1:1 aspect ratio is optimal for both desktop and mobile viewing, this should be a key consideration in your image selection process.

Consider two images, both featuring a resort pool with lounging chairs and an ocean backdrop. One of these images will be ideally suited for cropping into a 1:1 aspect ratio. Can you identify which one?

If you picked the image with the palm trees centrally located, you’re right! The placement of the palm trees draws the viewer’s attention directly to the center of the image. On the other hand, the image with the umbrella crops somewhat awkwardly on the left, leaving the umbrella seemingly suspended in mid-air.

Image Files and Aspect Ratios
Again, each social media channel will have guidelines and requirements on image files and their aspect ratios, depending on how you set them up. One best practice to keep in mind as you build is to start with the channel, create a base image at one set aspect ratio, then plan for resizing and creating a secondary dimension- this will give you options at setup.

Video Creative Best Practices

Video is increasing in popularity and performance, especially on Facebook (Meta). Make the most of this creative following these tips:

Ensure branding is in the first three seconds, as the average view time is short for most viewers, and many users scroll quickly.
Ensure videos are generally around 15 seconds but 30 seconds at most. Please note that there is a maximum of 15 seconds per story.
Ensure your video is made for vertical use so it’s mobile-friendly. Consider using a 1:1 (square) or 9:16 (vertical) ratio to frame your story and make the most of mobile real estate. Use close-in shots, easily legible text, bright colors, and faces for small screen use.
Capture attention quickly: Be sure to put the most compelling part in the first few seconds. Feature product or brand message early.
Best practice is to use sound and captions. There are large audiences who stay on mute, but also those that have sound on, so you want to ensure it’s a good experience for both.
Use an eye-catching thumbnail and tailor the story/text to your audience.

QA and Review your Work

Finally, after building your ads and to ensure you are ready to schedule and run, use this handy checklist to double-check your ads:

✓ Did I follow the project/campaign objectives?

✓ Does the creative copy cohesively reflect the images?

✓ Is there a clear call to action? Does the CTA make sense for the ad?

✓ Have I followed the brand guidelines/voice?

✓ Is the ad copy reflective of the target audience/type? Demographics? Location?

✓ Have I stayed within character counts?

Conclusion

The quality of your creative content is crucial to the success of your paid social media campaigns. High-quality ad copy, compelling visuals, and engaging video content can significantly enhance your campaign’s performance, driving higher engagement and conversion rates. Continuous optimization and adherence to best practices are essential.

Feeling overwhelmed? You don’t have to navigate this complex terrain alone. Acronym specializes in crafting top-notch creative content tailored to your brand’s unique needs. Contact us today to elevate your paid social media campaigns to the next level.

Sources:

1 – DemandSage
2 – Forbes Advisor https://www.forbes.com/advisor/business/social-media-statistics
3- Ipsos https://www.ipsos.com/en-us/can-award-winning-ads-be-effective

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Harnessing Social Commerce in the Final Stretch of Your Q4 Holiday Campaigns

John Peter Spear — Tue, 21 Nov 2023 16:28:35 +0000

Harnessing Social Commerce in the Final Stretch of Your Q4 Holiday Campaigns

By Gellena Lukats, Lisette Epstein and Rachael Wiebelhaus

As we enter the final sprint of Q4, it’s crucial for marketers to stay ahead of the curve when it comes to strategizing their holiday campaigns. A key strategy that can provide a competitive edge is leveraging Social Commerce– a fusion of social media and e-commerce. This article covers the importance of social commerce in your holiday campaigns, offers insights on various platforms, and recommends tactical shifts for immediate implementation. There is also some significant industry news about major developments that could redefine your commerce strategy.

Understanding Social Commerce
Social commerce has revolutionized the e-commerce landscape by offering a seamless shopping experience. Unlike traditional e-commerce which requires navigating between different websites, social commerce consolidates the entire customer experience within a single platform. The entire purchase journey, from discovery to checkout, happens within the same digital space, enhancing the user experience and making the process more efficient. At Acronym, we help with industry best practices, including but not limited to:

Increasing prospecting segments, so we can monetize on users that are hyper-qualified and have previously shown interest, with offers and specialized messaging.
We recommend increasing the budget on peak days for your business (Cyber Monday and Black Friday) and highlighting special promos/seasonal ads during this time frame.
Use video inventory as it creates brand loyalty and sequential message opportunities.
Consider testing Store Locator/Other integrations to create synergy between in-store/online activity
Use social listening for consumer feedback/brand SOV. This is a great way to get learnings/insights from customers as it is self-reported, increasing authenticity of the data. By keeping open communication/transparency, social provides an avenue to get direct product feedback and improve e-commerce features.
Consider brand and conversion lift to look at impact of campaigns.
Consider influencer marketing. 49% of consumers depend on influencer recommendations, and 40% have purchased after seeing influencer content. There is a wide range of micro vs. macro influencers, but there is certainly an engaged market by content type available for the taking.

Insights on Social Commerce Platforms
Facebook and Instagram are currently leading the social commerce scene. In the U.S. particularly, Facebook and Instagram yielded $65.7 million and $43 million in 2023 respectively. Facebook Shop possesses a very low barrier to entry with free shop installations and easy accessibility within your Facebook business profile (Sprout). This can be viewed as both positive and negative. On the downside, Facebook Marketplace is overly saturated with online stores featuring similar products.

The rising star TikTok Shop has gained considerable traction, primarily among Gen Z audiences.

TikTok Shop is becoming an increasingly significant social commerce platform for many e-commerce. According to Retail Dive, 45% of Gen Z relies on TikTok (and Instagram) for input before purchasing.

However, recent fraud has caused some volatility, and its longevity is still uncertain. TikTok’s in-stream product sales are the main revenue generator of the Chinese version of the app, although the app’s in-stream commerce elements are unimpressive. Instead of product sales contributing to TikTok’s increased income, the newest spending trend on the platform involves gifting/donating to creators via livestreams. To combat the lack of product sales, the U.K. and China are aiming to improve TikTok’s shopping experiences for users by incorporating fast delivery. In the U.S., reluctance to use TikTok as a retail outlet with increased scams remains an obstacle for the platform’s ecommerce goals. With a lack of trust in the platform, social commerce sales on TikTok shop may take a dive.

TikTok offers unique features like shoppable videos and the ability to shop directly from TikTok LIVE broadcasts. TikTok is a huge discovery tool rivaling Google and needs to be an important stage of discovery for the GenZ audience. However, it’s crucial to continue prioritizing Facebook Marketplace and Instagram ads given their proven success in driving sales.

The Importance of Social Commerce in Your Holiday Campaigns
As the holiday season kicks into high gear, it’s essential to leverage social commerce to its fullest potential. Social commerce platforms enable you to reach a wider audience and drive additional revenue, making them indispensable tools during this crucial sales period. By integrating social commerce strategies into your existing campaigns, you can boost sales and ensure a satisfying shopping experience for your customers. Ensure you are targeting your audience in the right markets (i.e., Pinterest for new homebuyers, Snapchat for the EMEA market, TikTok for Gen Z, and META for purchase success metrics).

Rapid Tactical Shifts for Immediate Implementation
With the clock ticking on Q4, consider these swift tactical shifts to maximize your holiday campaign success:

If your target audience includes Gen Z, ramp up your TikTok Shop ads. The platform’s popularity among this demographic could provide a substantial boost to your campaigns for discovery.
Regardless of your target demographic, continue to prioritize Facebook Marketplace and Instagram ads. These platforms have consistently demonstrated their ability to drive sales with the least risk.
Monitor new developments this holiday season like the Snapchat and META partnership with Amazon that should impact this Q4.

Hot News / Recent Developments in Social Commerce
Significant developments have taken place in the world of social commerce recently. Amazon has partnered with Meta (formerly Facebook) to offer a closed-loop shopping experience where users purchase products on Amazon directly within Meta’s platforms. When a user clicks an Amazon ad on Instagram or Facebook, they are taken directly to a Shops-like experience where they can complete their purchase using their Amazon credentials, all without leaving the Meta app. This frictionless shopping experience breaks down the barriers of the walled garden, enabling major stakeholders to collaborate in the digital arena. This allows users to complete purchases directly with their Amazon Prime accounts, providing better targeting and optimization opportunities for advertisers.

Snapchat has also announced a similar partnership with Amazon, expanding the reach of social commerce even further.

For brands these partnerships offer an opportunity to better personalize messaging, provide a better customer experience, and further refine and adjust strategies.

While this is still early days, in a Beta test mode to the US market only, this is a significant development and likely the biggest advertising product announcement of the year. Stay tuned to Acronym’s updates, as we monitor the rollout of such programs. We can help you address, adjust and optimize your ecommerce programs in light of these new developments.

Conclusion
Social commerce is rapidly becoming the future of e-commerce. By embracing it in the final stretch of your Q4 campaigns, you can gain a competitive edge and maximize your holiday campaign success. Stay updated on the latest developments in social commerce and consider implementing these strategies immediately. Contact us today to stay ahead of the curve and make the most of the holiday shopping frenzy.

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AI in Social Media: Acronym’s Blueprint for Thriving in a New Era

John Peter Spear — Thu, 16 Nov 2023 14:24:16 +0000

In the ever-evolving digital marketing world, Artificial Intelligence (AI) has emerged as a pivotal force, reshaping how users interact and how brands position themselves. At Acronym, we’re not just observing this shift; we’re leading it. Let us impart our insights on AI’s profound impact on paid social strategies, consumer perceptions, and the strategic pivot brands must make.

The AI Landscape in Social Media

AI is ubiquitous in today’s digital dialogue. Its burgeoning presence, highlighted by the rise of AI-driven chatbots like ChatGPT, signals a pivotal shift in market demand. For brands and advertisers, recognizing and adapting to this trend is no longer optional—it’s imperative.

Understanding AI’s Role: It’s crucial to grasp where AI fits within your overall marketing strategy. Broadly speaking, AI in marketing bifurcates into two domains: Platform AI, the tech backbone of major advertising platforms, and Content AI, the creative catalyst in ideation and content generation. Platform AI is exemplified by tools like Meta’s Advantage and Google’s Performance Max, while Content AI is represented by generative AI giants like OpenAI’s ChatGPT, Google BARD, and Microsoft Bing Chat. These tools are revolutionizing how marketers enhance production, target more precisely, and execute with finesse.

AI’s Impact on Paid Social Opportunities

By 2025, AI’s integration across industries will be extensive. Marketers must therefore align their business goals with the strengths and limitations of AI tools. The promise of AI is immense, offering unprecedented opportunities for precision and personalization. Yet, it’s not without its challenges, particularly in areas like legal compliance, privacy, and authenticity—issues that are especially critical in sectors like banking and healthcare.

Pioneering this revolution are platforms like Snapchat and Meta, crafting AI tools that redefine consumer engagement. Snapchat’s recent Snap Partner Summit revealed a suite of AI-driven features, from advanced filters and lenses to innovative Bitmoji experiences in the Snap Map. These advancements empower brands in fashion, music, furniture, and more to elevate their advertising and captivate audiences uniquely.

Meta, evolving from Facebook, leverages AI to optimize ad targeting and automate creative workflows with its A+ Advantage Shopping feature. This tool harnesses AI to streamline ad operations, enabling businesses to scale efficiently and focus on strategic growth.

Consumer Sentiments and Privacy Concerns
While AI opens new horizons, it also raises critical privacy concerns. Consumer surveys indicate trust issues, underscoring the need for brands to educate their audience about AI’s role and ensure stringent adherence to privacy standards. Transparency is not just beneficial; it’s a cornerstone in building and maintaining consumer trust, particularly in light of emerging challenges like the shift away from cookies and evolving iOS user compliance norms.

Recommendations for Brands and Advertisers

In this AI-dominated landscape, strategic collaboration with social media marketing experts is key. Harnessing AI’s potential can lead to innovative content creation and operational scalability, freeing media teams to focus on strategic growth. Embracing AI is essential for brands that aim to stay ahead in the rapidly changing digital arena.

AI’s integration into social media offers a dual-edged sword of opportunities and challenges. When strategically implemented, AI not only enhances user experiences and drives conversions but also helps brands maintain a competitive edge. However, it’s critical to address privacy and ethical concerns to build and retain user trust. As AI continues to evolve, staying informed and adaptable is crucial for brands to harness its full potential in the realm of social media.

Are you poised to navigate the AI-infused future of social media? Connect with Acronym to discover how we can steer your brand through this transformative era with tailored AI strategies.

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Featured Expertise: How To Get The Most From Meta’s Special Ad Category

John Peter Spear — Tue, 25 Apr 2023 13:48:41 +0000

With social media platforms constantly adapting to privacy laws and regulations, keeping up with the latest changes and ensuring compliance can be a challenge for advertisers.

One such platform, META, has faced its share of legal controversies but still offers some level of advertising through a special ad category.

Acronym’s Director, Paid Social, Gellena Lukats’ POV on the limitations and benefits of this special ad category was featured in MarTech’s AdTech.

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Instagram Now Allows Up to 5 Links in Profile Bios

John Peter Spear — Thu, 20 Apr 2023 13:17:40 +0000

Instagram announced the launch of one of its most highly requested feature updates, allowing users to add up to five links in their IG bio.

This expanded capacity will make it easier for creators and other users to drive traffic to their accounts and to off-platform content.

The company states:

“Starting today, the update will make it easier for creators and other users to highlight their passions, bring awareness to causes they care about, promote brands they love, showcase their personal business, and more.”

Users can now see the number of links available in an Instagram bio, and when they tap on it, they will see a Linktree-like overview of the different link options that the account has enabled.

This new multi-link feature within the app itself may lead to a decrease in paid subscriptions to third-party apps, which previously served as the primary option for users to aggregate their external links. Instagram audiences have become so familiar with these third-party apps, however, we expect many marketers and brands may still prefer third-party tools that offer branding and more link display options.

With this new feature, brands and creators can drive traffic to various URLs to maximize their presence on and off the platform.

It’s surprising that Instagram took this long to implement this feature since it was being tested since 2021 and remains the number one request of IG users.

To add multiple links to your IG profile:

Go to ‘Edit profile’
Then ‘Links’
Then, select ‘Add external link’
And drag and drop to arrange the links in the desired order.

If you need assistance with Instagram or any digital marketing campaign, please contact us today. We’re here to help.

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Why You Should Put the Audience – Not the Channel – At the Center of Your Marketing Strategy

John Peter Spear — Mon, 17 Apr 2023 14:47:58 +0000

In today’s digital age, businesses and marketers have many different channels at their disposal to reach their target audience. From social media to email marketing, search engine advertising to content marketing, the options are endless. However, in the race to leverage these channels, it’s important not to lose sight of the audience you are trying to reach. That’s where putting the audience at the center of your digital marketing strategies comes in.

What does it mean to put the audience at the center?

Putting the audience at the center of your digital marketing strategies means creating content and campaigns that are tailored specifically to their needs and preferences. It means focusing on what your target audience wants, rather than simply pushing out content on every available channel.

Why is this important?

First, it allows you to create a more personalized experience for your audience. By understanding their interests and preferences, you can tailor your messaging to speak directly to them. This helps to build trust and rapport, which can lead to increased engagement and conversions.

Second, it helps you to prioritize your efforts. Rather than trying to be everywhere at once, you can focus on the channels that are most effective for reaching your target audience. For example, if your audience is primarily active on Instagram, it makes more sense to focus your efforts on creating engaging content for that platform, rather than spreading yourself too thin across multiple channels.

Finally, it helps you to measure the success of your campaigns more effectively. By tracking engagement and conversions on the channels that matter most to your audience, you can gain a better understanding of what works and what doesn’t. This allows you to make data-driven decisions and continually refine your approach.

How can you put the audience at the center?

There are several ways to put the audience at the center of your digital marketing strategies:

Conduct market research: To truly understand your audience, you need to conduct research to gain insights into their needs, wants, and preferences. This can involve surveys, focus groups, or analyzing data from your website and social media channels.
Develop buyer personas: Once you have a good understanding of your audience, you can develop buyer personas to represent different segments of your target market. This allows you to create content and campaigns that speak directly to each persona.
Use data to inform your approach: As mentioned earlier, tracking engagement and conversions on your channels allows you to gain valuable insights into what is working and what isn’t. Use this data to continually refine your approach and optimize your campaigns.

Placing the audience at the center of your digital marketing strategies is essential for creating a personalized experience, prioritizing your efforts, and measuring success.

By understanding your audience’s needs and preferences, and tailoring your messaging to speak directly to them, you can build trust and rapport and ultimately drive conversions.

So, before you dive headfirst into every available channel, take a step back and focus on the audience you are trying to reach. If you need assistance leveraging audience-based insights to enhance the personalization of your digital marketing campaigns and improve your ROI, please contact us today. We’re here. to help.

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