Digital Insights Bulletin - October 2024

In this October edition of our Digital Insights Bulletin, we bring you the latest trends, insights, and updates crucial for navigating the digital landscape.

LinkedIn has introduced a new lead generation objective for boosted posts, allowing users to select “Lead Generation” when promoting content. This feature simplifies ad setup by enabling budget and targeting options alongside a lead form template. While it’s a useful tool for capturing leads and extending reach, it offers less targeting depth than LinkedIn’s Campaign Manager. This option is now available globally on both mobile and desktop.

What this means for brands:

Brands can now enhance their lead generation efforts on LinkedIn by boosting posts with a specific “Lead Generation” objective. This feature simplifies ad creation and allows for audience insights, although it offers less targeting depth than full campaigns. It’s a valuable tool for maximizing content reach and gathering leads.

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FleishmanHillard’s experts have handled diverse issues, including fatal workplace accidents, management-labor disputes, litigation, executive changes, government investigations, product failures and recalls, natural disasters, workforce reductions, and activism. In addition, we can help manage longer term issues and prepare for crises so that your team is ready.

Meta is exploring the development of its own search engine to support its AI chatbot, aiming to reduce reliance on Google and Bing. This initiative would enhance Meta’s data-gathering capabilities and provide real-time insights for its apps, particularly Threads. While this move could strengthen its AI tools, building a fully functional web crawler poses significant challenges. Ultimately, this effort reflects Meta’s strategy to compete more effectively in the generative AI space.

What this means for brands:

Meta’s potential search engine could enhance brands’ visibility and engagement on its platforms by providing real-time insights and tailored responses through its AI chatbot. Brands may need to adapt their strategies to leverage this new tool effectively, ensuring they connect with users as Meta evolves its data-gathering capabilities.

Instagram’s head, Adam Mosseri, recently explained that the video quality for Stories and Reels can fluctuate based on viewer engagement. If a video isn’t frequently watched, its quality may decrease, potentially hindering future engagement. While this system aims to enhance user experience, it could disadvantage less popular content and smaller creators. Mosseri acknowledged that the focus on video quality often prioritizes content viewed by larger audiences, which may counter efforts to support smaller creators. Overall, video quality changes are not seen as significantly affecting viewer interaction, but creators should be aware that older clips may display in lower quality.

What this means for brands:

Brands need to focus on creating engaging content for Stories and Reels, as lower engagement can lead to reduced video quality, which may hinder reach. Prioritizing high-quality, compelling visuals will be essential to maintain visibility and ensure their videos resonate with audiences, especially in a competitive landscape.

Brand mentions on social media have become crucial for businesses, acting as modern word-of-mouth. They provide insights into brand visibility, customer sentiment, and potential crises. Types of mentions include direct, indirect, social media, blog, media, review, and forum mentions. Monitoring these mentions helps brands understand public perception, enhance customer relationships, and inform marketing strategies. Tools like Google Alerts and social listening platforms can aid in tracking mentions, while engaging with customers and encouraging user-generated content can boost brand visibility. Overall, staying attuned to brand mentions supports informed decision-making and strengthens online reputation.

What this means for brands:

For brands, tracking social media mentions is essential for understanding customer sentiment and enhancing reputation. By monitoring direct and indirect mentions, businesses can engage with their audience, identify growth opportunities, and respond to potential crises. This proactive approach fosters stronger relationships and drives informed marketing strategies, ultimately boosting brand visibility.

LinkedIn has released a report on the effectiveness of connected TV (CTV) advertising for its audience, highlighting key insights into consumer behavior and decision-makers’ engagement with CTV. The report indicates that many LinkedIn users regularly watch CTV content, making it a valuable platform for advertising, especially since LinkedIn recently launched its CTV ad options. It notes that CTV viewers, particularly in management roles, are receptive to ads. The findings suggest that marketers should consider incorporating CTV into their LinkedIn campaigns to enhance visibility and engagement, with some experimentation recommended for optimal results.

What this means for brands:

Brands should consider leveraging LinkedIn’s connected TV (CTV) advertising options to reach engaged decision-makers, as many LinkedIn users regularly consume CTV content. This approach can enhance marketing efforts by targeting influential audiences, especially younger viewers, and may require some experimentation to optimize campaign effectiveness on TV platforms.

We are FleishmanHillard South Africa, your partner in navigating the complexities of modern marketing and achieving unparalleled success in today’s dynamic landscape. We understand that every organisation has distinct needs and objectives, which is why we offer a comprehensive suite of integrated paid media solutions tailored to your unique requirements.

When you partner with FleishmanHillard South Africa, you gain access to a trusted ally dedicated to your brand’s success. Contact us today to learn more about how we can elevate your brand through strategic paid media and integrated marketing solutions.

Thank you for being an integral part of the community. Together, we can continue to learn, discover, and intentionally make the most of the opportunities to grow your business in line with your objectives.