Happy 2022! We have finally made it into a new year. 🎉

While COVID still seems to be making an impact, the digital landscape and social media are booming and evolving at an ever-increasing rate. Into this new year, we're going to be switching things up a bit to keep you informed and up to date on your digital awareness. What's Working in Marketing will now be a weekly newsletter instead of a bi-weekly newsletter. It will focus on marketing news with our best free case study of the week.

This week we're breaking down:

• Content planning in 2022 with Twitter
• Understanding Instagram's plan for the new year
• Updates in Meta's ad manager objectives
• The Watercooler: Content opportunity frameworks
• Case Study: generating 22M+ website visits in one month

🔆 The Highlights 🔆

Twitter has pulled out all the stops when it comes to helping businesses and content creators set themselves up for success in the new year. Just under 70 pages long, a new editable Twitter planner has been launched with a complete guide on how to plan content, along with specific ideas anyone can implement. My favourite part is a monthly reflection prompt that allows you to take time to see what is and isn't working for your Twitter strategy. 

Twitter also made a global calendar of events available to help you plan your content accordingly. 

Instagram is gearing up to look and feel like TikTok. The CEO @mosseri often takes to the platform to share updates and insights for Instagram users. 2022 seems like it will bring an influx of focus to Reels and video content on the site, people even speculate the feed will move to an entirely full-screen video experience. Mosseri says “We’re going to double-down on our focus on video and consolidate all of our video formats around Reels".

Meta's ad manager is getting a new update, again. Campaign management will be seeing a reduction in objectives rolling out in the new year from 11 options to six. This is what Meta is calling an "outcome-driven ad experience" or ODAX. Advertisers who use conversions will see an impact in this update as Meta intends to enable 'cross-channel campaigns' think website + app or website + shop conversions on a campaign.   

📢 The Watercooler 📢

CONTENT OPPORTUNITY FRAMEWORKS

Content is often one of the largest line items in a marketing budget and many marketing strategists aren't looking before they leap. 😬

If you want to inform net new content ideas and avoid trotting out the same stale messaging again and again in 2022, this content opportunity framework is for you.

This framework will help your brand:
✅ Find content ideas that are NEW to your brand, but that are already resonating with your target audience.

✅ Avoid topics that your target audience dislikes, or that your competitors have already oversaturated.

✅ Know exactly how the perfect content whitespace opportunities differ for every key social platform.

📈 Case Study of the Week 📈

Create a FREE account or log into your account to access our free research highlighted below!

GENERATING 22M+ WEBSITE VISITS IN ONE MONTH

FINANCIAL SERVICES

In November 2021, Crypto.com announced the launch of the Crypto.com Arena as well as the “Fortune Favours the Brave” campaign featuring Matt Damon, which resulted in the brand generating 22M site visits, 2.1M app downloads and 186K new Instagram followers.

Key Takeaways

• Sponsorship Deals: The brand made the announcement on their official Instagram page on Nov. 16th, which directed followers to a blog post explaining the 20 year partnership with the arena. The announcement became viral, generating 74K engagements and over 190 articles about the new sponsorship.
  
  
• Celebrity Partnerships: This advertising campaign was timed perfectly with the Crypto.com Arena launch and featured celebrity Matt Damon where he encouraged the audience to not miss their chance at investing in cryptocurrency before it is too late.
  
  
• YouTube & Display: This campaign focused their advertising efforts on YouTube and Display where the brand allocated 95% of their YouTube budget towards the 6 second version of the video ad and 5% of the budget towards a 30 second version of the video ad.
  
  
• Top Display Publisher was reddit: On Display, the top publisher was reddit as the brand gained a significant following on their own “r/crypto_com” subreddit which currently has 124K subscribers as of Dec. 1st, 2021.

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