🚀 LinkedIn Touts New API, Threads Lands in Europe and TikTok Plays the Long Game
Welcome to Prosek’s Digital Download: where industry-leading insights in financial services and digital marketing collide.
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LinkedIn’s new API promises to boost attribution for B2B marketing, while Threads may finally be making its European debut and TikTok hints at a major content pivot.Â
In this edition of the Digital Download, we cover the above and more. But we’d be remiss to not note that it’s December, which means ‘tis the season for 2024 trends discussions. We’ve got you covered there too - if you enjoy this edition, be sure to check out our 2024 Digital Strategy Trends pieces too! Here are the two latest articles: How Human-First B2B Brands Win on Social, Why an Executive Presence Matters Now More Than EverÂ
3 Can’t-Miss Digital Updates
Social Media and Advertising
Unlock LinkedIn’s Brand-New Advertiser Audience Capabilities
What’s happening: LinkedIn launched a new capability called Conversion API (CAPI). Designed to work in synchrony with the existing Insight Tag, CAPI has been touted as the solution for connecting online and offline data to LinkedIn to better measure campaign performance across channels, including your website, phone lines or even in-person leads. This announcement came alongside improvements to Document Ads as well as website retargeting and conversion. Â
Why it matters: Attribution tracking is exceptionally complex for financial service marketers - there may be hundreds or even thousands of touchpoints with a single prospect before a conversion action was taken, and tracking that journey is not easy. CAPI may offer a step in the right direction for marketers leveraging the LinkedIn Ads platform by streamlining multichannel measurement.Â
Meta’s Threads to Launch in Europe in App’s Biggest Expansion Since Debut
What’s happening: After taking the social media world by storm in July, Threads is finally set to become available to users in Europe. Threads has been restricted in the European Union due to online service regulations. Additionally, it was announced that users will be able to delete their Threads account without also deleting their Instagram account, which was not previously the case.Â
Why it matters: Access to the European Union is a significant increase in prospective user volume, and the announcement was made shortly after major advertisers began pulling away from X due to controversial statements made by Elon Musk. The initial launch of the app raised eyebrows across the social media marketing world, but for brands in the financial sector, ROI on the platform remains uncertain due to the lack of industry professionals using Threads - even with the launch in Europe. Â
TikTok Ignited a Frenzy for Short Videos. Now It Wants Longer Ones
What’s happening: TikTok has recently shared that users are now spending half their time watching content that’s longer than a minute, a departure from the historical tendency for platform users to prefer shorter snippets.Â
Why it matters: With a move toward encouraging longer videos, TikTok is opening the door to more in-depth, insight-driven content. That’s not to say that the platform is now a strong choice for promoting a financial brand, but the shift may signal a desire to optimize the platform for more use cases. If this impacts the audiences on the platform, there may be avenues for select financial brands to consider engaging.Â
Good Reads
Meta Adds More Generative AI Elements, Including Post Prompts, and Image Creation In-Stream
Ad-spending market continues to recover, though 2024 presents mixed picture
X’s Losses Continue to Mount as Advertiser Boycott Expands
Marketing InspirationÂ
Edward Jones CEO Penny Pennington shared the findings of the firm’s recent study on Americans aged 18 - 34 and how they think about wealth. The video, while simple, is a strong example of how a CEO can share key business moments in a digestible, informative way that wouldn’t be nearly as effective coming directly from the brand channel.Â
Joseph Reilly, host of the Private Capital Podcast, recapped the top-performing episodes of 2023 by sharing its Spotify Wrapped. Not only is this a great end-of-year post, but also a clever way to re-amplify strong, existing content.Â
Goldman Sachs executives delivered their 2024 Outlook in a video series across social platforms. What makes it stand out? The choice to pair easy-to-read, concise captions that lets the high-quality content shine.