Vanity Metrics #1
Facebook's Fake Problems, InstaPositivity, and Tik Tok unveils shoppable ads.
First thing, thank you for subscribing to the first edition of Vanity Metrics. Let’s play catch up on some of the more interesting things that popped up in November:
The Big Stuff
Sarah Lawrence for Vox
From @FT: Elaine Moore (@elainedmoore) and Hannah Murphy (@MsHannahMurphy) pull the numbers revealing the serious fake account problem Facebook isn’t talking much about. If you are spending money on Facebook, this should matter to you.
2019 has seen the social giant nailed on a few cases of using shoddy data and sketchy math to inflate its numbers, which in turn inflates the cost to advertise. They’ve done a fairly good job keeping their video views lawsuit out of daily talking points, trying to quietly settle in June. Facebook claims it mistakenly inflated views by 80%, but the truth may be closer to 900%.
Facebook, ignoring the obvious issues above, launched Whale, a meme-making app. It also quietly launched Aux (a DJing collab app aimed at teens) and Bump (a community chat app). Before you start thinking about how these might work with your brand, there’s no guarantee they’ll stick around, as Facebook has a habit of killing underperforming apps fast.
The first numbers on the impact of hiding likes are in for Instagram, and it’s probably not as bad as you’d think. The change is rolling out to larger markets now as Instagram begins sweeping changes to try and dial back the negative impacts its content is having on younger users.
But will it work? @Vox journalist Rebecca Jennings (@Rebexxxxa) at has a great long-read on how Instagram may not be able to put the cork back on this bottle.
TikTok, the app every digital strategist knows about but is too old to understand, is now confirming shoppable ads for Influencers are on the way. With 500M users, largely that oh-so-precious GenZ demographic, the move signals a direct challenge to in-app purchases offered by Instagram. Here’s a sample:
ICYMI, TikTok’s parent company has a self-serve ad network in place, as well as a marketplace to partner with TikTok influencers, but is only available in limited markets for now. Universal (US), Maybelline (Japan), and Clean & Clear (India) have already jumped on board.
The Small Stuff
Instagram is retooling IG and Explore layouts.
Twitter is adding topics you can follow. It looks to be live, but limited, in Canada now.
Spotify self serve ads can now target postal codes in Canada. What the postal code for DVP gridlock?
TikTok is testing a grid layout
PixelMe has launched AdInboxMe, a free tool designed to notify you when a competitor (or anyone you track) launches a paid Facebook campaign. It’s a simple tool that leverages Facebook’s ad library to keep you up to date on what your competition is up to. Social Media Today explains.
Something specific you want to see covered? Let us know in the comments. Thanks again for subscribing, and give us a share if you like what you’ve seen. The next edition is already in draft, so expect it soon!
Ryan LaFlamme has worked in social media marketing and advertising for longer than the job had a title. He formed the independent social consultancy Hub and Spoke in 2016, and can be found hanging out on Twitter @ryanlaf