ClickZ Meta Insider Newsletter - 11.28.2024

Plus: Real-time benchmarking insights + future of digital trends revealed.

Author

Ankith Udupa
November 28, 2024 • Estimated Reading Time: 6 minutes

Hi there!

Before you dive into your Thanksgiving turkey, here's a feast of social insights to power your BFCM success. As Black Friday kicks into high gear, measuring what matters has never been more crucial. In this competitive season, the right metrics could reveal your biggest digital opportunities.

This week's key highlights:

  • Measurement Evolution: Why real-time benchmarking and advanced attribution are revealing hidden BFCM opportunities in social commerce

  • Platform Updates: New features enhance video calls and reshape how we measure content performance

  • Fresh Perspectives: How algorithm refinements are changing content discovery

  • Future View: Five key social trends reshaping digital business for 2025

Special Focus: Discover how moving beyond traditional attribution could transform your holiday performance in an increasingly connected digital landscape.

Guest At the Table 🍴

Black Friday is here, and for many brands, the hard work is done—you’ve set the stage and prepared for the biggest shopping event of the year. But as I’ve seen time and time again, the brands that succeed now are the ones that obsess over the right metrics and adapt quickly to what’s happening in real time. Here are two key areas I believe every marketer should focus on to maximize success this Black Friday:

1️⃣ Benchmarking

Benchmarks are your compass. They don’t just show how well campaigns are performing—they reveal opportunities to improve as the data rolls in. From CPMs to order volumes, understanding how your results stack up against industry benchmarks will help you refine your approach and stay competitive.

Looking ahead to 2025? Post-BFCM benchmarking will be invaluable, and Fospha’s next report will include fresh data to help you plan for the future. Follow us to make sure you don’t miss it. 📊

2️⃣ Measurement

Still relying on Last Click attribution? It’s holding you back. At the most competitive time of year, top brands are using advanced measurement tools to stay ahead of the curve. Fospha gives you a clear, cross-channel view of YoY performance, enabling you to act on the right signals—not misleading ones.

The insights you gather now can set you up for a strong 2025. If you’re ready to take your measurement strategy to the next level, there’s no better time to start than today.

🌟 Let’s make this Black Friday your most successful yet!

Harvest Highlights 🥕

Meta highlights five key social media trends for 2025: generative AI enhancing content creation, Gen Z driving business messaging, rising video content consumption, increased cross-border shopping, and the growing influence of creators. These shifts emphasize the importance of adapting to evolving consumer behaviors and leveraging technology for business success.

Meta has introduced HD video calls by default on WiFi, enhancing video quality. Updates include background noise suppression, voice isolation, and AI-generated images for personalization. Users can send messages via Siri. These features aim to improve connectivity, especially during the holiday season, with over 7 billion minutes spent on calls daily.

Meta is testing a feature allowing Instagram users to reset their recommendation algorithm for a fresh start. Aimed at teens but available globally, this feature lets users clear recommendations and unfollow unwanted accounts. While initial content may be less engaging, it adapts over time to user interactions.

Meta is transitioning to views as the primary metric for content performance on Facebook and Instagram, replacing impressions. This change affects all content types, including ads, and may inflate view counts. While standardizing metrics simplifies analysis, marketers must assess if these changes truly enhance engagement insights.

The Golden Gobbler 🍗

Due to record consumer spending intentions for the 2024 holiday season, marketers are increasing advertising budgets and deploying AI and multichannel strategies. Despite positive economic indicators, shifting consumer preferences have pushed brands to emphasize value and experiential offerings. In response, companies like True Religion and American Eagle have launched AI-driven tools and diverse media campaigns. Retailers are investing in connected TV and omnichannel experiences to ensure consistent consumer engagement and drive sales.

Retailers are adapting to a shorter holiday season by starting sales earlier, with major players like Amazon and Walmart leading the charge. Despite fewer days between Black Friday and Christmas, sales are expected to rise. Consumers are shopping both online and in stores, with economic factors influencing behavior.

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