Vanity Metrics #21.5

All the small things.

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(Just) The Small Stuff

What a week. In case you missed it, we highly recommend you catch up with Vanity #21 from yesterday focusing on the #StopHateForProfit campaign, and going forward will include a new section on any future updates of note. Today, let’s play catch up on the last two weeks of other social media industry moves. There’s more than you might think, so let’s get to it.

Hayley Catherine
  • Instagram is no longer requiring new advertisers to have a Facebook Page. All you’ll need to get started is an Instagram Business Account. It’s a small change, but indicative of how much power IG currently commands in the ad game.

  • Instagram is also beginning to solidify requirements for shopping access ahead of the big Facebook “Shops” launch. Key point: all shoppable items have to come from one site (aka the site you’ll be linked to Shops).

  • Instagram is testing an entirely new layout for Stories, moving the icons to its own dedicated tab, replacing the current top bar with a “See all stories” link.

  • Google recently announced that the “TV viewing” category for YouTube videos has grown 80% in the US alone in the last 12 months to over 100 million views/month. So if you’re ad formats don’t work for tv, you’re leaving a lot on the table.

  • TikTok recently peeled back the cover on its recommendation algorithm, and it’s a great way to consider how to build your content to help it have the best chance of surfacing. “A strong indicator of interest, such as whether a user finishes watching a longer video from beginning to end, would receive greater weight than a weak indicator, such as whether the video's viewer and creator are both in the same country.”

  • Client Leads Center is coming to the Facebook Business backend.

  • Buying ads in California? The State’s new Consumer Privacy Act requires you to make some changes to your pixel tracking code or face the consequences. Facebook has been helping out ad buyers, but as of August 1st, the onus is on you to ensure compliance.

  • Stop me if you’ve heard this one before… on July 1st, Facebook quietly admitted they have once again leaked users’ private data to 3rd party developers. “…email addresses, birthdays, language, and gender, and was sent to around 5,000 apps past the 90-day threshold.” Sigh. 

  • The natural gas industry in America has quietly been paying influencers to extol the virtues of #cookingwithgas in over 100 paid posts and stories on Instagram since 2018.

Cooking up my family’s favorite holiday breakfast, starting with all the veggies! 🍳
December 19, 2018

Counting on the allure of Instagram stars to help fend off alternatives backed by environmentalists, the gas industry doesn’t want you to realize how much its paid marketing has influenced public thinking that gas stoves are stylish, innocuous, and necessary home appliances.

Genius or Gross, I’ll leave that to you, but some influencers began deleting their posts after the Mother Jones story broke.

  • Quick update: today there are over 800 brands that have joined the #StopHateForProfit campaign. If you want to learn more or see how you or the brands you represent can participate, please visit

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 Now accepting new clients and speaking engagements.