HOW TO GET CUSTOMERS TO CALL YOU | YOUTUBE SHORTS GAIN MORE EXPOSURE | YOUTUBE LAUNCHES ENHANCED SHORTS VIEWING EXPERIENCE FOR CTV | WHY AREN’T YOU COLLECTING EMAILS ON TIKTOK? | APPLE TV ADS ARE COMING | TWITTER LAUNCHES NEW AD TARGETING OPTIONS

To combat the world of ever-changing digital marketing –  the TwoSix team is here to give you what’s On Our Radar for the month. This month, we discuss YouTube Shorts, TikTok Lead Generation Ads, Apple TV Ads and more! Keep reading to find out what we’re keeping On Our Radar for December 2022.

In the past, Google has helped drive phone calls to businesses through the Google My Business listing and its paid search ad program.   Now Meta is in the mix, providing these options through Facebook and Instagram Call Ads.  This is an excellent opportunity for tourism partners to drive additional queries through their phone lines – especially if your age demographic tends to lean toward a 50-plus age group or if you have multiple options for upselling.  This is a great option for lodging properties like resorts, with several distinct packaging options that are sometimes communicated best over an old-school phone connection.

Short-form video is all the rage these days, and the world’s second-largest search engine,
YouTube, is going all-in on positioning its version of a “TikTok killer” for success. You should be
paying attention to this! YouTube Shorts are a 60-second, vertical video feature that YouTube
has been pushing for quite a while. Now, they’ve gotten a boost in their exposure by being
featured on the YouTube app for smart TVs. This is a huge opportunity for you to breathe some
new life into your YouTube strategy without spending copious amounts of money on produced
content! Shorts are being positioned aggressively in feeds online already and consistently reach
more users than your long-form content can upon its initial upload. Plus, they are easy to create
and have a viral nature attached to them like TikTok and Reels. Now that they are being
featured within smart TV apps we can only expect more exposure and views! You finally have a
huge opportunity to get some fresh attention on your Channel. Plus, unlike TikToks or Reels,
YouTube Shorts are indexed for search! That means their lifespan is infinite unlike the other
networks where search is still a bit clunky. Creating these short-form videos and optimizing
them for search should be seen as a priority in 2023. You should also be working these content
pieces into your greater content distribution strategy. Remember the 5 Rule? Additionally,
YouTube is planning to add the functionality to connect Shorts to long-form content in the
coming months which can help drive your entire Channel’s content offerings to more new users
than ever before! Don’t sleep on YouTube this coming year. Big things are happening over there
not only with Shorts, but also with their creator funds which could signal a migration of TikTok
and Reels creators to the platform in the not-too-distant future. I wouldn’t be surprised if
YouTube starts to give TikTok a run for its money within the short-form game in 2023! Don’t get left behind.

As video continues to dominate across social media platforms, YouTube is combining CTV and shorts to create a larger and interactive viewing experience. Both CTV and shorts viewing has been on the rise, so the combination of the two makes a lot of sense. For advertisers CTV ads have been a great way to get video ads in front of the consumers eyes. With so many people watching connected TV, networks allowing great targeting options to reach consumers and the ability to create a TV like commercial without the high cost is a definite win and a viable option for any business looking to promote a destination or product. YouTube will be adding ads to shorts providing an already great opportunity to businesses but now with the addition of CTV, we can see these ads on the big screen, potentially reaching more eyes than just the pair behind a single phone. Combining these two rising stars may really create a big opportunity for the future of advertising on YouTube.

That’s right! TikTok, now has lead generation ads. What does this mean? Well, the lead gen form can collect anything you’d like from the user. It’s fully customizable. Most often, TwoSix Digital uses lead gen ads to collect e-newsletter sign-ups for DMOs with questions like name, email, zip code, and interests.

Better yet, just like Facebook, the TikTok form opens instantly inside the app AND pre-populate available fields like name and email. So, users won’t have to leave their favorite videos for more than a few seconds. A very attractive option nowadays!

Of course, this could be extremely valuable to DMOs because it’s futureproofing both your destination and your data. While it’s true that TikTok skews younger, with some fun math, we estimate about 69% of the US aged 20-29 are active users on TikTok. These are the travelers of the future! By getting their emails now, you ensure your message reaches them for years to come. Plus, in a potential cookie-less word, having users’ email addresses is one of the best things you can do.

Want to explore your TikTok options? Gain followers, get more views, collect leads? As an experience agency on TikTok, TwoSix Digital has access to beta features and dedicated support — along with the skills — to ramp up your TikTok account in no time.

Remember last year when Apple shook up the digital ad world in the name of privacy? Well, it’s starting to look like privacy wasn’t the only reason. In June, Apple began rolling out new ad placements on the front page of the app store in addition to existing placement on the store and on Apple News. Now, reports have surfaced that Apple now plans to roll out video advertising on Apple TV. This latest report is intriguing for digital advertisers, because if true, it will allow us to reach Apple and iPhone users in new ways – an increasingly rare prospect under Apple’s new privacy guidelines.

Video plays an important role in inspiring consumers to convert/consider a destination. With other connected TV brands rolling out their own ad platforms, like Hulu, it will become increasingly important for video campaigns to diversify the platforms they use. Due to the companies privacy restrictions, Apple TV will be an essential platform for reaching users.

We all know that Twitter has been making headlines lately for various reasons, but don’t let that distract you from important updates happening within the app. Twitter just announced new ad-targeting options with some key differences.

The update, according to Twitter, covers a conversions objective: “Website Conversions Optimization (WCO) is a major rebuild of our conversion goal that will improve the way advertisers reach customers who are most likely to convert on a lower-funnel website action (e.g. add-to-cart, purchase).”

This adds the ability to expand the end goal of your ads from just an ad click to additional actions like subscribing, lead generations (adding contact info), purchases/add-to-cart, etc. This algorithm intends to better assist advertisers to “target with greater relevance, reaching people most likely to meet your specific goal – at 25% lower cost-per-conversion on average, per initial testing.”

Previously, Twitter advertisers have been able to focus their ads on link clicks, site visits, and conversions. Whereas, with the conversions objective, Twitter ads can easily be aimed toward page views, content, views, and add-to-carts/purchases.

With the ever-changing digital marketing world, we are here to keep you informed of new digital trends and what we are keeping on our radar for December 2022. Have any questions? Contact us! We’re here to help.

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