With social media platforms growing increasingly numerous and diverse, advertisers have recognized that they can’t rely on achieving growth and success on just one platform when running a media ad campaign. Diversification is the key to reaching as many users as possible, especially on mobile.

Recent Roadblocks – Apple’s iOS 14.5 and Its Impact on Marketing 

Tracking users’ activity is essential for building a media strategy that works. Knowing which ads drew users in and where they came from can help set a guideline for future successful campaigns. Unfortunately, recent privacy overhauls in major companies make it harder than before to track users’ activities, particularly across multiple platforms.

Just over a year ago, in April 2021, Apple released their iOS 14.5 update, which included significant changes revolutionizing user privacy. One of the more significant changes made in the update was that now apps would need explicit permission from Apple users to track their activity across different apps installed on their phones. Unfortunately, few users were willing to waive their privacy and permit apps to track them. 

This development has made it almost impossible to track user registration or even downloads across applications, and the change has had severe ramifications across all platforms. The update has had a huge impact on Facebook, reducing the app’s ability to directly attribute ad spend and identify what ads work for which users.

What’s the Next Step for Media Strategy

Apple’s new privacy policy changes have made diversification in advertising campaigns more essential than ever. The inability to track users’ activity and not knowing which platform is responsible for bringing in the most users means advertisers need to treat every platform as their most important. Advertisers need to shift their focus to reaching as many users as possible without building too much reliance on any one platform.

The change has led to an evolution in user acquisition and forced app developers and advertisers to create campaigns for platforms that may have been previously out of their comfort zones. In addition, as the user acquisition process matures, advertisers are shaking up their media lineup and turning to less traditional social media sources such as TikTok and Snapchat and the traditional standbys such as Facebook, Twitter, and Google.  

While the transition to newer forms of social media is mostly a good one, new platforms also require advertisers to learn new strategies. The tried and tested campaigns that worked for Facebook and Google can’t simply be copy-pasted and applied to TikTok. Instead, advertisers must create new campaigns, and without metrics finding out what works and what doesn’t is complicated.

How to Know What Works 

Apple may prevent advertisers from tracking user activity and collecting metrics from applications, but platforms such as Zoomd’s SaaS still allow you to collect all the information you need from one screen. Keeping track of how your campaigns are going isn’t always easy, especially when you’re running a campaign on multiple channels simultaneously. Zoomd allows you to see how all your social channels are doing simultaneously, gathering all the information and presenting it on one easy-to-read dashboard. See which media strategies bring the best results and focus all your energies on the most efficient channels with Zoomd.

Social media is continually evolving, and new platforms constantly come out of nowhere and take over public consciousness.
As a result, advertisers always need to remain aware of what platforms are trending, and while old campaigns can often be applied to new platforms, a refresher is usually needed.

Multichannel Campaigns

Running a multi-channel campaign is not a new demand for advertisers. Multiple channels or platforms have been popularized since early times, and often when crafting a campaign, advertisers will consider how well it will work across multiple platforms. But while advertisers often can and will use the same creative concept on various platforms, some aspects of the ad will need to be adjusted to make the most out of each advertisement.

Having an overall concept designed to work on several platforms while creating variations for each platform is recommended. After all, a static banner that may work on Google or Facebook won’t work as well on more dynamic platforms such as Snapchat. Slight adjustments may be enough to tailor ads for some platforms, but others stand so apart, they’re practically in a world of their own.

TikTok- When Multi-Platform Media Strategy Isn’t Enough

TikTok is the latest creative platform to take over social media, with over 1.1 billion users worldwide, many of whom interact with the app daily. The app is extremely popular, particularly with GenZ users, being yet again the most downloaded app from both the app and play store. The platform has its own style, rules, and culture, and creative concepts that have worked in the past or on other platforms may need a complete overhaul when making their debut on TikTok. Using the same old content on a new platform will reduce interest and engagement, leading to low CTR and conversion rates not to mention a negative impression of the brand.

Unlike traditional platforms, which most advertisers are already familiar with, learning what works and what doesn’t on TikTok may need extra investigation. One example of how TikTok is unique is that while it does rely on video content, TikTok users are generally encouraged to keep content as bite-sized as possible. Initially, the content was limited to just 15 seconds, but that was later extended to 60 seconds and now many users can upload three minutes for more informative videos. This means that the best way to get your message across and drive engagement on TikTok is by using short, sharp creatives with a clear and convincing CTA.

Why Avoiding Ad Fatigue Matters

Similar rules often apply to other platforms. On some occasions, your creatives may only need a slight tweak before it is presented on multiple platforms, while in other cases, you may need to rethink your creative concept and redesign it entirely from scratch.

Differences such as the age and gender of users primarily engaging with a platform need to be kept in mind when developing a media budget and during the media planning stage. This is especially crucial when running a cross-channel campaign. Users who follow your brand across multiple platforms will grow bored of constantly having the same messaging directed toward them, leading to ad fatigue and lower conversion rates.

Refreshing your creative specs is essential, not just for the holiday season or special events but all year round to keep those conversion numbers growing. Remain open to change and continually run your creatives by testing to see what works with which demographics. With Zoomd’s “Best Performing Creatives” feature, available on our own developed Skipper UA platform, you can tell from a glance at your dashboard which creatives are working and what needs to be refreshed, indicated by the low CTR. By avoiding creative fatigue, you maximize every cent of your media budget and increase your chances of converting new users. Instead of struggling to understand your audience, use statistics and real-time insights to see what works and where.

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The User Acquisition (UA) game is a tough one to win. The thing is, the better you get at it, the more difficult it becomes to achieve your goals. Traditional User Acquisition channels like Facebook, Google and other major ad networks offer diminishing ROAS as digital saturation continues to drive up customer acquisition costs.

User Acquisition Solutions?

Although ad inventories continue to stockpile, customers simply aren’t clicking as frequently as they once did; this is mostly because ads have become ineffective at spurring action among some target audiences, especially millennials and other digital natives. The fact is that many individuals in highly desirable target audiences consider online ads to be pervasive, obnoxious and intrusive. Unfortunately, pop-ups, remarketing and stale ads have become the plate d’jour to the point that they are often perceived as ‘background noise’ to some audiences.

All this means that KPIs are becoming more difficult to reach; target audiences are shrinking in relation to the supply of available ads, and often aren’t clicking on the ads that they do see.

Influencers, the New Ad Kid On the Block

The solution of course, is to find new, innovative ways to advertise to your audiences. Influencer marketing is one way to do just that. Influencer marketing is a new form of social media marketing that focuses on “influencers” who endorse and mention products for money. These influencers often boast huge, dedicated social followings and are considered to be knowledgeable, or even experts, in their fields.

Influencer marketing is considered to be especially effective — especially among millennials and other digital natives — mostly because their recommendations are considered social proof of the products they promote. Influencers are highly trusted among their followers, and a recommendation from them goes a long way.

Zoomd and Influencer Marketing

Following Zoomd’s recent, successful acquisition of Performance Revenues, we’ve merged their industry-leading Influencer Marketing service into our offering. This new and exciting service blends Performance Revenue’s wide expertise in all things User Acquisition with the impact, reach and effectiveness that defines the Influencer Marketing domain. This enables a unique, robust Influencer Marketing service that delivers quantifiable tracking metrics for a UA channel that is notorious for its untrackable results.

Zoomd’s new Influencer Marketing User Acquisition channel is offered as a fully-managed service. Clients just need to define their target audience and budget, and the rest is handled by Zoomd’s dedicated team. All aspects of the campaign — from sourcing and negotiating with the creative talent, crafting a high-impact brief, ensuring a high level production, tracking results and whatever else is needed, is managed by Zoomd. The team works hand-in hand with clients to develop highly targeted, relevant campaigns that bring outstanding results, every time.

The new Influencer Marketing service offers significant, bespoke benefits to any User Acquisition campaign:

• Global reach. Highly effective campaigns are often global in nature. When it comes to Influencer Marketing, this means you may have to engage with multiple Influencers from different parts of the world to ensure that you’re getting the global coverage you need. The fact is that Influencers can come from anywhere, and often speak languages other than English. Zoomd’s global team hails from all four corners of the world; we’re fully capable of communicating and negotiating with Influencers in any location, no matter the geo your campaign is targeting.
• Localized to any language/region. The origin of a given Influencer’s social following knows no borders. Followers can come from anywhere and speak any language. To truly deliver impact, Influencer campaigns should feel local. That way, your target audience feels as though the recommendations are coming from a close friend, someone down the street. Zoomd’s international production team is well-versed in delivering highly-localized campaigns that speak the audience’s language and conform to local customs and cultural nuances.
• Hand-Picked Influencers. Zoomd leverages an advanced talent tracking system to locate the perfect Influencers for your campaign. We’re able to zoom in on the Influencers who boast followers with the critical metrics and demographic info to ensure that your campaign is being exposed to the right audience. With Zoomd, you just provide the brief and we’ll find you the talent you need to get your apps in front of the people who want to use them.
• Advanced tracking for Influencer Marketing. Leveraging years of User Acquisition experience across multiple industries and geographic areas, we’ve successfully merged advanced tracking capabilities within our Influencer Marketing User Acquisition campaigns. Benefit from revealing tracking insights that connect clicks to campaigns so that you can rest assured that you’re getting bang for your advertising buck.

User Acquisition Solutions – Parting words

With traditional User Acquisition channels increasingly becoming less profitable, brands are challenged to find new, innovative ways of reaching their audiences. Influencer Marketing is quickly gaining steam as a powerful, innovative advertising method that brings results, especially in hard-to-reach digital native audiences. Highly trusted among their followers, Influencers are considered reliable sources of ad recommendations that aren’t intrusive or annoying. Their recommendations are automatically deemed social proof of an apps’ value to the specific following of the promoting Influencer.

Zoomd’s recent acquisition of Performance Revenues enables the company to offer innovative Influencer Marketing services to its clientele. Performance Revenues’ years of User Acquisition experience across multiple industries and geographic regions has empowered a unique, highly effective Influencer Marketing service that introduces UA tracking to what was once considered untrackable. A compelling set of capabilities including localization, global reach, effective talent sourcing and more, enable Zoomd to deliver high impact results for their Influencer Marketing campaigns.

We’re thrilled to announce our exciting new advertising partnership with TikTok!

This new partnership makes Zoomd join a very limited list of top digital marketing partners connected to TikTok Ads via direct API integration.

The partners in this program were handpicked by Tiktok and have proven expertise in helping advertisers create, optimize, target, and measure ad campaigns on TikTok.

As the world’s fastest-growing social app, TikTok is an ideal platform to reach diverse audiences around the world. With a wide range of engaging and immersive ad formats, advertisers, brands and app developers can creatively connect in all-new ways with people who are chasing after the latest trends and social movements.

Our advertisers can now create their TikTok ads directly on Zoomd’s platform, all while benefiting from our powerful cross-channel reporting and optimization dashboards available on Zoomd SaaS platform.
Zoomd’s multi-channel user acquisition platform empowers UA teams to take a data-driven approach and optimizing their ads and media assets at a large scale.

Top features using Zoomd’s platforms to run your Tiktok ads:
• An easy creation flow
• Aggregate all Channel, MMP, and BI data into a single dashboard
• Multi-channel data to be analyzed towards any KPI
• Take bulk actions on bids, budgets, and campaign’s status based on actionable insights
• Optimize and scale across channels with our recommendations and insights

Looking to shine on the hottest social network around? Contact us to learn how.