Vanity Metrics 25
It Doesn't fall far From the Tree.
25 Issues. 10 Months! That’ll never stop being a wonder to me. And thanks to all of you, we’ve crossed the 100 subscriber milestone and then some! Thank you for your time with Vanity Metrics.
The more we grow, the more good work we can do to help you do good work too! Thank you again - Ryan
The Big Stuff
Photo by Louis Hansel @shotsoflouis
Apple vs. Facebook: this time it’s another time.
Apple this week announced the company is backing off its ad-tracking opt-out update until next year after Facebook went ballistic. The controversial update threatens to make the ability to track Apple users from apps to websites (IDFA) opt-in by default across 700 million-plus iPhones globally.
On the surface, Apple’s feature update looks like a win for personal privacy; championed by Apple against the big bad data vacuum that is Facebook, right? Not so fast. I think there are three sides to this worth considering:
First, business. Advertisers like Facebook argue the feature would affect its ability to target and measure “Audience Network” placements so badly they may be forced to remove it as an option for iPhone users. A test of app install campaigns without the ad network showed a 50% drop in conversions. So yeah, Facebook is worried about that, and they certainly have the clout to do something about it.
Second, ideology. Pundits suggest what we’re seeing here is really just the latest iteration of the clash between Big Data and Privacy advocates. Apple is arguing for more privacy and user choice, while Facebook is arguing for the right to continue the data collection business as usual under the guise of “freedom for publishers”.
Third (and the one I tend to side with), everyone is full of shit, and time is a flat circle. For apps and platforms to grow they are reliant on their network of peers to succeed. Facebook needed the App Store to get into the hands of users just like TikTok needed to buy ads on IG to drive downloads. This isn’t a benevolent act, it’s long-term hedging. And now Apple wants a piece of the money it helped Facebook make for the last decade:
In 2009 at the beginning of the Facebook platform, you could build an app on Facebook, go viral and gain millions of followers. But Facebook slowly shut down all the viral channels and put an ad server in the way, meaning app creators had to pay to get traffic. Facebook extracted what money they could from the app developers. Similarly, at the beginning of the iOS platform, Facebook could be an app on iOS and get millions of users. Now Apple is going to slowly shut off the oxygen in order to take the value for themselves.
To anyone with experience in social marketing, the idea of up charging for previously free features is nothing new. Remember organic reach? Check out this article I wrote about Facebook nearly 7 years ago literally titled “Pay to Play”.
Like Google ending the era of cookies, there’s no doubt that a move by Apple to kneecap ad tracking for social platforms in its current form will have a major impact on the work of social marketers. This is an evolving story that we’ll keep an eye on, but I think it’s worth being clear: viewing this as a good vs evil debate is flawed.
The Small Stuff
Customer Journey developer Shoelace* is rolling out a new feature for media buyers (or anyone running a large amount of creative for campaigns). “Motion” is a visual-first dashboard designed to give you at-a-glance feedback on what creative is working best, based on labels (parameters) you apply. Live demos are available now through FB, just hit up the link in the Twitter thread below!
*this was mistakenly tagged as a Facebook product in the email.
Unless you have access to some deep pocket-ed clients (or agency budgets), planning, creating, testing, and refining ad creative for a new platform can be risky and cost-prohibitive. That’s why TikTok has set up a case study page for you to crib from. Great campaign examples from global markets across all industries just waiting for you to “get inspired” by.
Further proof that Instagram is working on an auto-caption feature, a sticker for captions has been spotted in testing.
TikTok has announced a partnership with Teespring to allow creators to directly sell their merch inside the app. There’s still a lot to be worked out, like where merch will live on a creator’s page, who will get initial access but you can sign up for access info now.
Instagram is testing new layouts in the run-up to shops going live worldwide. Adam Mosseri detailed what you can expect to see: a combination of shop tab or reels or both, in three upcoming test cases.
Facebook is testing linking accounts with media sites. The persistent login has seen clicks to new stories rise over 100%. Like the big story above, this could easily be another facet in the Apple vs. Facebook cold war, as both are racing to lock up media subscriptions with Apple News facing off with Facebook’s new dedicated news tab.
ICYMI, TikTok has revealed some of its usage stats for the first time as part of a lawsuit in the US. The app boasts some 100 million average monthly users, half of those using the app daily (which is insane). Downloads of the app, 2 billion of them worldwide, have grown 800% since it’s debut in January 2018. The $30 billion suggested sale price for the US arm of the app is starting to make a lot of sense.
What the Fundo? Comin’ in right under the radar as all Google products seem to do, Fundo is calling itself “a virtual experiences platform for creators”. Influencers and the like can host zoom-like events, host talks/classes, and the like while charging a fee to attend. There’s a free tier as well, but why wouldn’t use literally anything else where people already are for that? Interested in trying it out as a creator? The link to sign up is here.
Are you ready to have some Fundo?
Hey! You made it to the bottom! Cheers. It’s my birthday, so I’m going to ask you for one present. The next milestone is 250 subscribers, and I’ll need your help to get there. So please, if you appreciate this resource, share it on social, forward that email, and hit that heart up top (up there on the right). Did that? Awesome. Enjoy this little Canadian treat from me to you.
Fun fact: I moved into Afie’s apartment in Toronto after he moved out and none of his guitar playing skills were left behind.
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.