As the world of digital media is continually morphing to new trends and updates, it can be difficult to keep up. This is why the TwoSix Digital team comes together to discuss what we’re keeping On Our Radar for July 2021. This month, we discuss the Facebook Brand Guide, the Delay of Cookie Destruction, and more.

The Value of Performance Branding

A recent study by Facebook shows that overall branding ads have a correlation to the success of direct response advertising.   This shows the importance of moving consumers through a process, which could be described as flowing them through the funnel and eventually getting them to the drip point of conversion.

The study also confirms the importance of video, the dominance of mobile and vertical display in advertising.

Dave Serino Founder & Chief Strategist

Google Delays the Destruction of the Cookie!

We’ve been granted a bit more time to enjoy the marketing benefits of the cookie! During the last year and a half, we’ve all been preparing diligently for the day cookies would be blocked from Chrome.  It was supposed to happen this year, but just like so many things in this world, the removal of cookies has been delayed to “late 2023,” according to recent reports. The cookie, or as we commonly call it a “pixel,” is the most powerful remarketing tool available to marketers. It enables us to track and remarket to our engaged audiences. Just because we’ve bought some time doesn’t mean we should rest easy. It would be best if you still were aggressively trying to gather up your own data sources. Before this announcement, it felt like we were in a race against time to leverage these tools to build our databases. We may be able to breathe easier, but that shouldn’t make you complacent in getting back to the basics, building your databases, reigniting your email marketing, and building those custom audience strategies. All that worry. All that heartache. For nothing. For now, at least. Thanks, Google.

Brian MatsonSenior Director of Strategy and Education

Instagram Testing Desktop Image & Video Uploads

Instagram has been expanding desktop capabilities in recent months – first with commenting and viewing stories and now (or soon) with image and video uploads. The mobile-only nature of the platform has been a constant headache source for social media managers everywhere for years. For organizations that require impressive visuals, like Convention and Visitor’s Bureau, the mobile upload process can be very time-consuming and result in decreased quality in images and videos.

With the ability to post directly from the desktop, users can now take images straight from photoshop and upload them to the platform – no transfer of assets needed. This can help improve general account quality and most certainly will save time in the creation and upload process.

Scout HoladayDigital Advertising Strategist

Why You’re Seeing Increased Lead Generation Costs on Facebook

With all the changes that iOS 14 caused Facebook to implement regarding privacy, tracking and targeting users has become a lot more difficult. Ever since this update took place in the spring, we’ve noticed an increase in cost per lead on Facebook in terms of cost per lead using the On-Facebook Lead Forms –sometimes as much as double the cost for the same ads compared to 2020.

Other conversion events, such as purchases, we expected to increase in cost due to users opting-out of tracking and the new attribution window (previously 28 days to just 7 days now). However, these lead generation forms are self-contained Facebook, so these changes wouldn’t affect them. What’s happening here?

We theorize that it’s a combination of reduced audience sizes and increased competition. Smaller audience sizes due to less tracking means it’s harder to reach relevant users. And, as we’ve been preaching for a while, owning your data – such as email addresses – is more important than ever. It seems others have finally caught on, and more are attempting to do so. This emphasizes the significance but also leads to rising in costs.

Nick Danowski Lead Content Strategist

Twitter & Instagram Collab

The ability to share across multiple social media platforms has quickly become all the rage. The latest culprit? Twitter! Now users are able to quickly share tweets directly to their Instagram Stories. I wouldn’t be surprised if this collaboration was a front to drive users to start users Twitter (again.) However, as of now the shared tweets are not clickable and can’t drive users directly back to Twitter – for now. Eventually, users will be able to click back to Twitter from these stories.

Personally I find this integration to be super useful and exciting. And maybe one day Twitter will reign again.

Trisha HagadornDirector of Special Projects

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 July 2021. Have any questions? Contact us! We’re here to help.

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On Our Radar | March 2022