Digital insights that accelerate growth

 How COVID changed the landscape of social media marketing...

This week we are diving deep into:

• 19 ways social media marketing has changed since COVID
• Harnessing the power of content distribution
• Garnering 75K app installs in four months

🔆 The Highlights 🔆

As everyone knows, COVID has changed the entire marketing landscape over the past two years. Econsultancy recently published an overview of how exactly those changes have presented themselves with forecasts to keep in mind going into 2022. Take a look at the past year with me as I bring you the TLDR breakdown. 

1. Global ad spend on Facebook and Instagram grew 43% year-on-year in Q3 2021 

2. TikTok is expected to surpass 1.5 billion users in 2022

3. Sixty percent of US B2B marketers now use Instagram, up from 30% in 2020

4. Social CPM grew 41% year-on-year in Q2 2021

5. Growth rate of Facebook MAUs and ad revenue continues to slow as life returns to ‘normal’

6. Pinterest now sees more than 5 billion searches every month on its platform

7. TikTok added more than 181M global MAUs in Q1 2020

8. 35% of TikTok users have watched less TV and content from streaming services since downloading the app

9. TikTok was the most downloaded app of Q1 2021

10. Global social media ad spend was up 50.3% year-on-year at the height of the 2020 holiday season

11. One in four online purchases are now made via an interaction with a social media platform

12. TikTok beat Facebook for the first time on average monthly time spent per user in 2020

13. Creator marketing in Europe grew 14% year-on-year in 2020 to reach €1.3bn

14. Snap DAUs rise 23% year-on-year in Q3 2021, marking a fourth consecutive quarter of >20% growth

15. TikTok ranked as least trustworthy, but most innovative, digital advertising environment by senior marketers

16. A July 2021 survey found 7% of marketers plan to increase their budget for TikTok influencer marketing campaigns

17. Pinterest saw highest growth in revenue in Q4 2020 vs. other social platforms

18. More than 1 in 5 Millennials are using social media less than they used to

19. Global social ad spend rose 56.4% quarter-on-quarter in Q3 2020

 🎧 Time to Get Listening 🎧

Harnessing the Power of Content Distribution with Ross Simmonds

FOUNDER & CEO OF FOUNDATION MARKETING

On this episode Ross discusses the foundational elements of a content distribution strategy, the importance of research that informs your approach, and how to find underrated distribution channels and whitespace opportunities. 

📈 Trending Research 📈

HOW MYDOH GOT 75K APP INSTALLS IN FOUR MONTHS

FINANCIAL SERVICES

Mydoh is a Canadian family banking app promising to help parents raise “money smart” kids. Mydoh saw a significant increase in traffic in Q3 2021 when its web visits grew from an average of 6K visits in Q2 to 22K in Q3. 

Key Takeaways

• Budget Allocation — Mydoh started to actively advertise its services in July 2021. Since then, the brand has allocated $22K to run digital ads. 99% of total ad spend was invested into Facebook, with the rest being equally split between mobile display and paid search.
  
  
• Messaging — All Mydoh ads target teenagers’ parents. The company invested 50% of its total ad budget into a Facebook ad promising to teach kids the value of money and take responsibility for their spending. Mydoh frequently uses the “money-smart kids” term in their Facebook and paid search ads. All mobile display ads called parents to download the app from Google Play.
  
  
• App Usage — Mydoh has seen a steady app install and MAU growth. Starting July 2021, the Mydoh app was downloaded 75K times in Canada and as of October 2021, 5.3K users were actively using the app.

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