Paid social
Search Engine Land is your source for paid social media marketing news and content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team, and subject matter experts from leading brands and agencies.
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Dig deeper into social media marketing:
YouTube launching new search insights tool
You can now research what YouTube users, and your own viewers, are searching for, to find content gaps and create more relevant videos.
Marketers report Meta bug turning off Facebook ads
Make suer you check your accounts ASAP, since many said their best-performing ads were affected.
U.S. search ad revenue grew 33% to $78 billion last year
Digital ad revenue experienced tremendous growth in 2021, according to the IAB. Search continues to be the leading format.
The Great Marketing Reshuffle: 618,000 marketers changed jobs in 2021
And why brands or agencies that are trying to hire right now may want to offer remote work. Spoiler: demand is huge.
Twitter will let you leave a conversation through ‘unmentioning’
A new unmentioning feature lets you and your brands leave Twitter threads.
Pinterest prohibits climate misinformation in ads, content
Pinterest says any ads containing conspiracy theories, misinformation or disinformation around climate change are explicitly prohibited.
Twitter: Edit button coming (but you’ll have to pay to get it)
Twitter says it's been working on a feature that will allow users to edit tweets. The catch: it will only be available to Twitter Blue users.
Twitter for Professionals: How to switch to a Professional Account
Promising access to advanced tools, Professional Accounts are available to all Twitter users. But should brands and marketers convert?
How to create a three-tier blog strategy to increase revenue
Grow your bottom line faster with this content marketing strategy that influences newbies, intermediates and experts.
Twitter tests 3 new ad formats
Select brands now have access to Interactive Text, Product Explorer, and Collection ads on Twitter. Here's what they look like.
Facebook confirms ‘massive ranking failure’
A bug allowed Facebook posts with nudity, violence, Russian propaganda to appear in users' news feeds.
Facebook ads ‘Interest Categories’ may be up to 33% inaccurate
But before pulling ad spends to different platforms, it is worthwhile to assess the current account performance and make adjustments from that data.
Facebook warns publishers to avoid ‘watchbait’ tactics
These tactics will result in fewer recommendations, less views and limited ranking. Learn how to avoid what Facebook considers watchbait.
TikTok testing search ads
Many brands already know TikTok drives sales. TikTok search ads could help attract qualified traffic (and get valuable keyword data).
Twitter adds keyword search to Direct Messages
Good news for brands and businesses who use Twitter for customer service: you can now find DMs by searching for keywords.
Meta rebrands automated ad products, shopping campaigns coming soon
Meta is consolidating its products into the Meta Advantage suite, which allows advertisers to automate part of a – or an entire – campaign.
Instagram product tags rolling out to all U.S. users
Product tagging will make it easy for people to discover and buy your products via Instagram Shopping.
TikTok videos can now be 10 minutes
The maximum time for TikTok videos has increased. Users can now upload videos up to 10 minutes long.
LinkedIn launches podcast network aimed at professional audiences
If LinkedIn enables more brands to join, it may help B2B brands with podcasts, like agencies, get closer to their target audience than they might on other podcast platforms.
4 ways to own your own career path in digital marketing
If you find yourself going with the flow or doing a lot of hoping for your career, here’s how to start taking charge today.
LinkedIn’s Service Pages for freelancers adds features to showcase credibility
Service Page owners can now show the organization they work for and include media from their portfolio.
Facebook drops ‘News’ from News Feed in rebrand
The News Feed is no more. Facebook says the News Feed will now simply be known as the Feed.
The ultimate social media guide to building your brand in 2022
In this webinar, find out how you can connect meaningfully with your target audience.
Consumer research differentiates brands this holiday season
Shopping insights reveal ‘new normal’ shopping trends that may be here to stay - and tactics leading brands should implement now.
Facebook says short posts have the most views while hate speech drops on platform
The third quarter transparency reports give us more insight into the platform, but it’s unclear whether the company’s wide-ranging efforts to restore its reputation will have the desired effect.
Freelancers can now offer their services on LinkedIn’s new gig marketplace
The LinkedIn Service Marketplace competes with the likes of Fiverr and Upwork.
Meta or meh? Facebook’s new rebrand; Friday’s daily brief
Plus, the secret to managing people is less management and more peopling
Facebook is now Meta: Tech giant announces rebrand
The new name begs the question if the metaverse will become a new frontier for advertising (especially as the Oculus has been testing ads in VR).
Instagram opens Stories link sticker to all users
If your business has a following on Instagram, make sure to incorporate it as part of your social strategy this holiday shopping season.
Facebook Ads announces new performance, reporting and measurement products in light of iOS privacy changes
These new improvements on the Facebook Ad side are an attempt to fill that reporting and measurement gap while still maintaining user privacy.
Microsoft will shutter LinkedIn in China by the end of the year
The platform will be replaced by a new standalone jobs application called InJobs, which will omit several of LinkedIn’s social features.
Facebook: Have you tried turning it off and on again; Tuesday’s daily brief
Plus, do you know the latest podcast lingo?
Fancy like????… why brands should pay attention to TikTok
Plus, Microsoft’s new credit card ads
Social media advertising is getting harder; Monday’s daily brief
Plus, the latest jobs in search marketing
Facebook changes business ad options in reaction to iOS updates
While some SMBs may be suffering from the iOS change, these moves may be useful to help expand their social advertising.
New automation in Facebook Ads?; Monday’s daily brief
Plus, how to drive the funnel through content marketing and link building
Top social media monitoring capabilities for brands
Social media monitoring tells the story of consumer, competitive, and market intelligence over time. Understanding the capabilities of your social media tools is critical.
Instagram is adding more e-commerce support with ads in the Shop tab
The test is currently limited to a handful of retailers in the U.S., but the ads, which are already showing domestically, will be rolling out globally to users in the coming months.
Twitter’s Shop Module pilot adds a product carousel to profiles
Shop Modules are rolling out with a handful of brands in the U.S., and only domestic English-language users on iOS can currently see it.
Fortune 500 secret: Consumer intelligence analytics drives every decision
Uncover, understand and predict consumer behavior about brands, their competitors and their categories.