[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fabbie-hare\u002Fpage\u002F2":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":141,"head_links":142,"breadcrumbs":129,"posts":146,"pages":124,"head":830},"Abbie Hare","","I support the paid social team by working together on clients’ paid social media campaigns. As a Paid Social Strategist, my role centres around clients’ paid social strategies; helping them to achieve their goals through ads on social media platforms.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"job_title":10,"full_bio":11,"specialist_service_links":12,"photo":30,"page_content_modules":86,"hero":125},"Paid Social Strategist","\u003Cp>Paid Social Strategist. Joined Impression in August 2021.\u003C\u002Fp>\n\u003Cp>Prior to joining Impression, I worked as a Marketing Executive for a student accommodation company in Nottingham, during which I gained experience in all things marketing! Prior to this, I studied Marketing and Management at Newcastle University, where I also completed a work placement at popular fashion company, Boohoo.\u003C\u002Fp>\n\u003Cp>Day to day at Impression, I support the paid social team by working together on clients’ paid social media campaigns. As a paid social analyst, my role centres around clients’ paid social strategies; helping them to achieve their goals through ads on social media platforms such as Facebook, Twitter and LinkedIn.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nDuring my previous job role, I organised an outdoor pop-up market event by reaching out to several local companies in Nottingham. The event was successful and was enjoyed by everyone (including me – mainly due to all the food stalls I’d invited!)\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nI love to travel and plan trips away, meet up with friends for good food and drinks and binge-watch the latest Netflix series!\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n",[13],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},233,"98","2020-12-21 13:00:55","Paid Social","publish","closed","paid-social","2026-01-13 11:01:54",169,"\u002F?page_id=233",0,"page","0","raw","\u002Fpaid-media\u002Fpaid-social\u002F",{"ID":31,"id":31,"title":32,"filename":33,"filesize":34,"url":35,"link":36,"alt":5,"author":37,"description":5,"caption":5,"name":38,"status":39,"uploaded_to":25,"date":40,"modified":40,"menu_order":25,"mime_type":41,"type":42,"subtype":43,"icon":44,"width":45,"height":46,"sizes":47},33317,"Abbie-Hare","Abbie-Hare.png",406310,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&q=90","\u002Fabbie-hare-2\u002F","12","abbie-hare-2","inherit","2025-05-29 11:49:39","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":48,"thumbnail-width":49,"thumbnail-height":49,"medium":50,"medium-width":51,"medium-height":52,"medium_large":53,"medium_large-width":54,"medium_large-height":55,"large":56,"large-width":57,"large-height":58,"1536x1536":59,"1536x1536-width":60,"1536x1536-height":61,"2048x2048":62,"2048x2048-width":63,"2048x2048-height":64,"post-thumbnail":65,"post-thumbnail-width":66,"post-thumbnail-height":67,"12_col":68,"12_col-width":69,"12_col-height":70,"default_landscape":71,"default_landscape-width":72,"default_landscape-height":46,"default_portrait":73,"default_portrait-width":46,"default_portrait-height":72,"6_col_and_margin_short":74,"6_col_and_margin_short-width":66,"6_col_and_margin_short-height":70,"11_col_and_margin":75,"11_col_and_margin-width":76,"11_col_and_margin-height":70,"9_col_rectangle":77,"9_col_rectangle-width":78,"9_col_rectangle-height":79,"11_col":80,"11_col-width":81,"11_col-height":70,"staff_image_696_600":82,"staff_image_696_600-width":45,"staff_image_696_600-height":46,"rectangular_thumbnail":83,"rectangular_thumbnail-width":84,"rectangular_thumbnail-height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[87],{"acf_fc_layout":88,"reduced":89,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":90,"posts":91},"author_posts",true,"Abbie Hare’s posts",{"data":92,"pages":124},[93,106,115],{"type_key":94,"title":95,"excerpt":96,"to":97,"postedAt":98,"readingTime":99,"image":100,"authors":101,"category":104},"post","What’s new in paid social: March 2022 industry updates","\u003Cp>Welcome to the latest instalment of Impression’s Paid Social Industry Updates series, where we discuss the latest industry trends and insights to help you stay ahead of the curve.  In this month’s blog post, we explore: As always, traffic light imagery is featured throughout to indicate the importance of each new update – red denoting […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-social-march-2022\u002F","2025-03-13T15:31:34",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Fmarch-spring-cherry-blossoms-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[102],{"name":4,"image":103},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":105,"name":18},"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F",{"type_key":94,"title":107,"excerpt":108,"to":109,"postedAt":110,"readingTime":99,"image":111,"authors":112,"category":114},"What’s New in Paid Social: January 2022 Industry Updates","\u003Cp>New year, new paid social updates! With 2022 well underway, it’s important to keep on top of the latest developments in the world of social media, and what it might mean for your business. Read on to discover the top insights you can use to keep your paid social strategy strong in 2022. In this […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-social-january-2022\u002F","2022-02-07T16:48:11","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fwhats-new-in-paid-social-jan-2022-feature-image-media-e1641807123249.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[113],{"name":4,"image":103},{"to":105,"name":18},{"type_key":94,"title":116,"excerpt":117,"to":118,"postedAt":110,"readingTime":119,"image":120,"authors":121,"category":123},"What’s New in Paid Social: December 2021 Industry Updates","\u003Cp>Welcome to Impression’s new Paid Social blog series, where we discuss the latest industry trends and updates to help you stay ahead of the curve. In this month’s post, we explore: Facebook’s big rebrand Changes to sensitive targeting categories Updates to NewsFeed placements New opportunities for traffic campaigns  Work accounts The traffic light imagery displays […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-social-december-2021-industry-updates\u002F",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002Fpaid-social-media-update-november-2021-header.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[122],{"name":4,"image":103},{"to":105,"name":18},"2",{"type":126,"style":127,"title":128,"heading":4,"intro":11,"services":12,"breadcrumbs":129,"photo":48,"social":141},"author","dark","Meet the Team",[130,133,136,139],{"path":131,"name":132},"\u002F","Home",{"path":134,"name":135},"\u002Fabout\u002F","About Us",{"path":137,"name":138},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":140,"name":4},null,{"twitter":5,"linkedin":5},[143],{"rel":144,"href":145},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fabbie-hare\u002F",[147,459,648],{"id":148,"date":149,"date_gmt":149,"guid":150,"modified":98,"modified_gmt":98,"slug":152,"status":19,"type":94,"link":97,"title":153,"content":154,"excerpt":157,"author":158,"featured_media":159,"comment_status":20,"ping_status":20,"sticky":156,"template":5,"format":160,"meta":161,"categories":164,"collections":166,"coauthors":167,"class_list":168,"acf":176,"head_links":177,"breadcrumbs":178,"url_path":97,"search_description":163,"featured_image_urls":185,"authors":220,"type_nicename":229,"reading_minutes":99,"category":230,"yoast_title":162,"yoast_meta":232,"yoast_json_ld":287,"_links":410},16048,"2022-03-03T11:48:39",{"rendered":151},"\u002F?p=16048?cache=clear","whats-new-in-paid-social-march-2022",{"rendered":95},{"rendered":155,"protected":156},"\n\u003Cp>Welcome to the latest instalment of Impression’s \u003Ca style=\"color: orange;\" rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">Paid Social\u003C\u002Fa> Industry Updates series, where we discuss the latest industry trends and insights to help you stay ahead of the curve. \u003C\u002Fp>\n\n\n\n\u003Cp>In this month’s blog post, we explore:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>The launch of catalog custom audiences on Meta\u003C\u002Fli>\n\n\n\n\u003Cli>New metric column filters available on Meta\u003C\u002Fli>\n\n\n\n\u003Cli>The removal of in-stream video ads on Instagram\u003C\u002Fli>\n\n\n\n\u003Cli>New opportunities for catalog-powered AR shopping on Snapchat\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>As always, traffic light imagery is featured throughout to indicate the importance of each new update – red denoting a priority update, green representing a less important update and amber lying somewhere in the middle.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"meta-launches-catalog-custom-audiences\">\u003Cstrong>Meta Launches Catalog Custom Audiences\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FrX0wobYc-Red.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-5437\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003Cstrong>Meta has launched a new custom audience source in Ads Manager\u003C\u002Fstrong>, allowing marketers to create a custom audience based on users who have previously engaged with their catalog. The new update will allow marketers to \u003Ca href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F477390310506055?helpref=search&sr=8&query=R24capital%E3%80%90r24capital.com%E3%80%91R24%20FOREX%20Forex%20Platform%20Recruitment%20Agent%E3%80%91R24%E3%80%90r24capital.com%E3%80%91R24%20FOREX%20The%20pioneer%20of%20the%20global%20foreign%20exchange%20industry%E3%80%91oxcufrj4k.com\" target=\"_blank\" rel=\"noreferrer noopener\">target users who viewed, added to cart or purchased products from a particular product set.\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>The new update is currently limited to some ad accounts, and is due to launch for all accounts soon. To discover whether you have access to this new feature, head to Ads Manager and create a new ad set. The catalog option should appear under the custom audience source list.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n\u003Cfigure class=\"wp-block-image size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Fmeta-custom-audiences-1.jpg?auto=compress%2Cformat&q=90\" alt=\"Meta catalogue: choose a custom audience source ranging from website to offline activity and meta sources ranging from video to on-facebook listings.\" class=\"wp-image-16054\" width=\"402\" height=\"328\"\u002F>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n\u003Cfigure class=\"wp-block-image size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Fmeta-custom-audiences-2.jpg?auto=compress%2Cformat&q=90\" alt=\"Meta catalogue: Product sets, such as, including people who meet any of the set criteria. I.e., People who viewed products from your product set. \" class=\"wp-image-16055\" width=\"402\" height=\"328\"\u002F>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003Cstrong>A game changer for retargeting,\u003C\u002Fstrong> this new feature will benefit ecommerce advertisers by providing a new way to target users who are more likely to make a purchase. \u003C\u002Fp>\n\n\n\n\u003Cp>As this feature includes product set views and add to cart events, this creates great opportunities for bottom-of-the-funnel retargeting. Whether employing another dynamic product ad to remind prospects of the items they interacted with, or introducing an exclusive promotion, advertisers should take advantage of this new feature to generate a higher volume of purchases from high-intent prospects who are further down the funnel. \u003C\u002Fp>\n\n\n\n\u003Cp>Of course, that’s not forgetting previous customers. Along with the above targeting options, the update also allows marketers to retarget users who purchased a product from a particular product set. This creates opportunities to re-engage past customers by cross-selling complimentary items from an alternative product set, such as accessories. As these users already have an affinity to your brand, they are more likely to make a repeat purchase. To take advantage of this, we recommend that you create clearly defined product sets, such as one set for each product category. \u003C\u002Fp>\n\n\n\n\u003Cp>Although similar retargeting options were already available by creating a custom audience based on website activity and pixel events, the new update will make it much easier for advertisers to create these customer segments.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"meta-introduces-new-metric-column-filters\">\u003Cstrong>Meta Introduces New Metric Column Filters\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003Cstrong>Meta has introduced a new filter feature on Ads Manager\u003C\u002Fstrong>, allowing marketers to group campaigns, ad sets or ads based on their results. Currently available for certain metric columns such as frequency, CPM and reach, marketers can filter results based on whether they’re greater than, less than, between or outside of a certain figure. \u003C\u002Fp>\n\n\n\n\u003Cp>The feature is currently limited to some ad accounts. To find out whether you have access to this new update, head to Ads Manager and click on the metric dropdown arrow.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">\u003Cstrong>What does this mean for me?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cstrong>A crucial update for reporting,\u003C\u002Fstrong> this new feature provides a new method for marketers to more easily determine which ads are failing to meet certain KPI targets; allowing optimisations to be made more readily in order to improve ad performance.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"908\" height=\"153\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Fmeta-metric-column-filters.jpg?auto=compress%2Cformat&q=90\" alt=\"Meta ads manager filter - reach column and apply filter.\" class=\"wp-image-16059\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"instagram-removes-in-stream-video-ads\">\u003Cstrong>Instagram Removes In-Stream Video Ads\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003Ca href=\"https:\u002F\u002Fbusiness.instagram.com\u002Fcreators\u002Fblog\u002Finstagram-reels-creators-simplify-video\" target=\"_blank\" rel=\"noreferrer noopener\">\u003Cstrong>Instagram has announced that it is closing its IGTV app\u003C\u002Fstrong>\u003C\u002Fa>\u003Cstrong>, whilst also removing its in-stream video ads placement.\u003C\u002Fstrong> With reels continuing to drive strong engagement, the social media platform is looking to make the 15-second video format ‘a more central part of the experience’.\u003C\u002Fp>\n\n\n\n\u003Cp>From March, Instagram will focus on having all video content within the main Instagram app. The social media platform has also announced testing of a new ad experience later this year, allowing creators to earn revenue from ads displayed on their reels.\u003C\u002Fp>\n\n\n\n\u003Cp>Meta’s focus on Instagram Reels comes days after the tech company announced that they were \u003Ca href=\"https:\u002F\u002Fabout.fb.com\u002Fnews\u002F2022\u002F02\u002Flaunching-facebook-reels-globally\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">launching Reels globally on Facebook\u003C\u002Fa>, along with testing new Reels overlay ads. Banner ads (a semi-transparent overlay at the bottom of a Facebook Reel) and sticker ads (a static image ad that can be placed by a creator within their reel) will be tested in the US, Canada and Mexico, and they will allow creators to earn a portion of ad revenue generated. By mid-March, these tests will expand to several more countries where in-stream ads are available. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">\u003Cstrong>What does this mean for me?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>It’s clear that Meta is looking to capitalise on the strong levels of engagement driven by Reels, by placing all focus on the short-form video format.\u003C\u002Fp>\n\n\n\n\u003Cp>With the threat of TikTok’s growing popularity combined with \u003Ca href=\"https:\u002F\u002Fs21.q4cdn.com\u002F399680738\u002Ffiles\u002Fdoc_financials\u002F2021\u002Fq4\u002FQ4-2021_Earnings-Presentation-Final.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">stalling Facebook usage\u003C\u002Fa>, Meta is aiming to grow its audience of social media users. As \u003Ca href=\"https:\u002F\u002Fbusiness.instagram.com\u002Fcreators\u002Fblog\u002Finstagram-reels-creators-simplify-video\" target=\"_blank\" rel=\"noreferrer noopener\">Reels are the largest contributor to engagement growth on Instagram\u003C\u002Fa>, it makes sense for Meta to focus on this format. By monetising Reels content and providing content creators with a portion of ad revenue, this is likely to incentivise creators to create a higher volume of quality content on its social media platforms; fuelling a rise in user engagement. Interestingly, Meta is also exploring new ways for creators to easily share Reels to Facebook and Instagram; incentivising content sharing on both platforms.\u003C\u002Fp>\n\n\n\n\u003Cp>The announcement of new Reels ad placements is an encouraging sign for advertisers. As Reels content drives strong levels of engagement, this creates \u003Cstrong>new opportunities for increased ad reach and engagement. \u003C\u002Fstrong>With \u003Ca href=\"https:\u002F\u002Fsproutsocial.com\u002Finsights\u002Fsocial-media-video-statistics\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">video fast becoming the most popular form of content \u003C\u002Fa>on social media, this highlights the importance of building ad creative optimised for video formats. If you don’t have the capabilities to create video content, consider incorporating gif animations and slideshows into your content library. You can learn more about Meta’s best practices for video ads \u003Ca href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F144240239372256?id=603833089963720\" target=\"_blank\" rel=\"noreferrer noopener\">here\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"snapchat-launches-catalog-powered-ar-shopping-lenses\">\u003Cstrong>Snapchat Launches Catalog-Powered AR Shopping Lenses\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003Cstrong>Snapchat has announced the launch of \u003C\u002Fstrong>\u003Ca href=\"https:\u002F\u002Fnewsroom.snap.com\u002Fen-GB\u002Far-shopping\" target=\"_blank\" rel=\"noreferrer noopener\">\u003Cstrong>new shopping lenses\u003C\u002Fstrong>\u003C\u002Fa>\u003Cstrong>,\u003C\u002Fstrong> enabling users to virtually try-on multiple products in real-time within a single lens. The lenses will be directly linked to an advertiser’s product catalog, with real-time product details (including price, colour and similar items) dynamically pulled in and visually displayed for users. Whilst interacting with the product, users will have the opportunity to make a purchase through the interface.\u003C\u002Fp>\n\n\n\n\u003Cp>The new feature is currently being trialled through beauty brands Mac Cosmetics and Ulta Beauty, with more opportunities for brands to take advantage of this feature in the coming months. \u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Fsnapchat-ar-shopping-lens-1.jpg?auto=compress%2Cformat&q=90\" alt=\"Snapchat AR lens example.\" class=\"wp-image-16060\" width=\"635\" height=\"293\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>The announcement comes as \u003Ca href=\"https:\u002F\u002Fwww.socialmediatoday.com\u002Fnews\u002Fsnapchat-adds-catalog-powered-shopping-lenses-to-simplify-ar-product-disp\u002F617732\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">Snapchat begins updating its Lens Builder tool\u003C\u002Fa>; creating new templates and tools to make it easier for smaller brands to build AR experiences. Due to launch in the coming months, this should enable more advertisers to incorporate AR in their \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002Fsnapchat-advertising\u002F\">Snapchat ads\u003C\u002Fa> on the social media platform.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">\u003Cstrong>What does this mean for me?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Whilst currently in limited capacity, this new feature demonstrates how \u003Cstrong>Snapchat is working to make AR commerce more accessible for smaller brands.\u003C\u002Fstrong> Due to the level of resource and experience required to integrate AR in ads, it is currently limited to large-scale advertisers. Following the creation of the Metaverse in 2021, and with Snapchat’s expansion of its AR capabilities underway, this could pave the way for more advertisers to participate in immersive experiences going forwards. \u003C\u002Fp>\n\n\n\n\u003Cp>The key takeaway here is to remain flexible, take advantage of new opportunities and be prepared to evolve your paid social offering as social media advertising continues to evolve.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cp>Keep an eye out for our next blog post for more \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F\">paid social industry updates\u003C\u002Fa>. Can’t wait?  \u003Ca href=\"\u002Fget-in-touch\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">Get in touch\u003C\u002Fa> to discuss your paid social campaigns. \u003C\u002Fp>\n",false,{"rendered":96,"protected":156},89,16063,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":162,"_yoast_wpseo_metadesc":163,"inline_featured_image":156,"footnotes":5},"What’s new in paid social: March 2022 industry updates | Impression","This post explains the key paid social media industry updates from March 2022 and outlines what they mean for you. Learn more here.",[165],36,[],[23],[169,94,170,171,172,173,174,175],"post-16048","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-social",[],[],[179,180,183,184],{"path":131,"name":132},{"path":181,"name":182},"\u002Fblog\u002F","Blog",{"path":105,"name":18},{"path":140,"name":95},{"thumbnail":186,"medium":188,"medium_large":190,"large":192,"1536x1536":196,"2048x2048":198,"post-thumbnail":200,"12_col":202,"default_landscape":204,"default_portrait":206,"6_col_and_margin_short":208,"11_col_and_margin":210,"9_col_rectangle":212,"11_col":214,"staff_image_696_600":216,"rectangular_thumbnail":218},{"url":100,"width":187,"height":187},640,{"url":189,"width":51,"height":51},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Fmarch-spring-cherry-blossoms-featured-image.jpg?auto=compress%2Cformat&fit=scale&h=125&q=90&w=200",{"url":191,"width":54,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Fmarch-spring-cherry-blossoms-featured-image.jpg?auto=compress%2Cformat&fit=scale&h=480&q=90&w=768",{"url":193,"width":194,"height":195},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Fmarch-spring-cherry-blossoms-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",1892,1000,{"url":197,"width":60,"height":60},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Fmarch-spring-cherry-blossoms-featured-image.jpg?auto=compress%2Cformat&fit=scale&h=960&q=90&w=1536",{"url":199,"width":63,"height":63},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Fmarch-spring-cherry-blossoms-featured-image.jpg?auto=compress%2Cformat&fit=scale&h=1280&q=90&w=2048",{"url":201,"width":66,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Fmarch-spring-cherry-blossoms-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":203,"width":69,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Fmarch-spring-cherry-blossoms-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":205,"width":72,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Fmarch-spring-cherry-blossoms-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":207,"width":46,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Fmarch-spring-cherry-blossoms-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":209,"width":66,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Fmarch-spring-cherry-blossoms-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":211,"width":76,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Fmarch-spring-cherry-blossoms-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":213,"width":78,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Fmarch-spring-cherry-blossoms-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":215,"width":81,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Fmarch-spring-cherry-blossoms-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":217,"width":45,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Fmarch-spring-cherry-blossoms-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":219,"width":84,"height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Fmarch-spring-cherry-blossoms-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[221],{"id":158,"path":222,"display_name":4,"job_title":10,"description":6,"avatar_url":103,"acf":223},"\u002Fabout\u002Four-team\u002Fabbie-hare\u002F",{"job_title":10,"full_bio":11,"specialist_service_links":224,"photo":227},[225],{"page":226,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},{"ID":31,"id":31,"title":32,"filename":33,"filesize":34,"url":35,"link":36,"alt":5,"author":37,"description":5,"caption":5,"name":38,"status":39,"uploaded_to":25,"date":40,"modified":40,"menu_order":25,"mime_type":41,"type":42,"subtype":43,"icon":44,"width":45,"height":46,"sizes":228},{"thumbnail":48,"thumbnail-width":49,"thumbnail-height":49,"medium":50,"medium-width":51,"medium-height":52,"medium_large":53,"medium_large-width":54,"medium_large-height":55,"large":56,"large-width":57,"large-height":58,"1536x1536":59,"1536x1536-width":60,"1536x1536-height":61,"2048x2048":62,"2048x2048-width":63,"2048x2048-height":64,"post-thumbnail":65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Limited","GB186363774","Impression is an award-winning digital marketing agency based in the UK and USA. We offer SEO agency, PPC agency, Digital PR agency and Analytics services to companies of all sizes across the UK, North America, Europe and beyond. Get in touch with us if you think we can work together.","01158 242 212",{"@type":359,"streetAddress":360,"addressLocality":361,"addressRegion":362,"postalCode":363,"addressCountry":364},"PostalAddress","Fothergill House, 16 King Street","Nottingham","Nottinghamshire","NG1 2AS","United Kingdom",[366,375,387],{"@type":367,"name":368,"geo":369,"address":373,"photo":346,"telephone":374},"Place","Impression Digital - Nottingham",{"@type":370,"latitude":371,"longitude":372},"GeoCoordinates","52.95501401025914","-1.1494887460285232",{"@type":359,"streetAddress":360,"addressLocality":361,"addressRegion":362,"postalCode":363,"addressCountry":364},"+44 01158 242 212",{"@type":367,"name":376,"geo":377,"address":380,"photo":385,"telephone":386},"Impression Digital - London",{"@type":370,"latitude":378,"longitude":379},"51.50237208377361","-0.09229841534284115",{"@type":359,"streetAddress":381,"addressLocality":382,"addressRegion":383,"postalCode":384,"addressCountry":364},"201 Borough High St","Southwark","London","SE1 1JA","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FwD0pPVWz-London.jpg","+44 020 7112 8148",{"@type":367,"name":388,"geo":389,"address":392},"Impression Digital - New York",{"@type":370,"latitude":390,"longitude":391},"40.726722746949","-74.00527778220652",{"@type":359,"streetAddress":393,"addressLocality":394,"addressRegion":395,"postalCode":396,"addressCountry":397},"160 Varick St","New York","NY","10013","USA",[399,402,404],{"@type":400,"name":401},"Country","Worldwide",{"@type":400,"name":403},"GBR",{"@type":400,"name":397},{"@type":406,"@id":407,"name":4,"image":408,"description":6,"url":145},"Person","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002F4fca8d10aba3ff46cb91ec6d7b0bc482",{"@type":313,"inLanguage":302,"@id":409,"url":8,"contentUrl":8,"caption":4},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbbie-Hare.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96bbf91cb1e73913fdf366ea9f9e1b8c84",{"self":411,"collection":421,"about":424,"author":427,"replies":430,"version-history":433,"predecessor-version":436,"wp:featuredmedia":440,"wp:attachment":443,"wp:term":446,"curies":455},[412],{"href":413,"targetHints":414},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F16048",{"allow":415},[416,417,418,419,420],"GET","POST","PUT","PATCH","DELETE",[422],{"href":423},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts",[425],{"href":426},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftypes\u002Fpost",[428],{"embeddable":89,"href":429},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fusers\u002F89",[431],{"embeddable":89,"href":432},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=16048",[434],{"count":99,"href":435},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F16048\u002Frevisions",[437],{"id":438,"href":439},32530,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F16048\u002Frevisions\u002F32530",[441],{"embeddable":89,"href":442},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F16063",[444],{"href":445},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=16048",[447,450,453],{"taxonomy":448,"embeddable":89,"href":449},"category","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=16048",{"taxonomy":451,"embeddable":89,"href":452},"collections","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=16048",{"taxonomy":126,"embeddable":89,"href":454},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=16048",[456],{"name":457,"href":458,"templated":89},"wp","https:\u002F\u002Fapi.w.org\u002F{rel}",{"id":460,"date":461,"date_gmt":461,"guid":462,"modified":110,"modified_gmt":110,"slug":464,"status":19,"type":94,"link":109,"title":465,"content":466,"excerpt":468,"author":158,"featured_media":469,"comment_status":20,"ping_status":20,"sticky":156,"template":5,"format":160,"meta":470,"categories":473,"collections":475,"coauthors":476,"class_list":477,"acf":480,"head_links":481,"breadcrumbs":482,"url_path":109,"search_description":472,"featured_image_urls":487,"authors":519,"type_nicename":229,"reading_minutes":99,"category":527,"yoast_title":471,"yoast_meta":532,"yoast_json_ld":560,"_links":610},13990,"2022-01-10T09:24:01",{"rendered":463},"\u002F?p=13990","whats-new-in-paid-social-january-2022",{"rendered":107},{"rendered":467,"protected":156},"\n\u003Cp>New year, new \u003Ca style=\"color:orange\" rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">paid social\u003C\u002Fa> updates! With 2022 well underway, it’s important to keep on top of the latest developments in the world of social media, and what it might mean for your business. Read on to discover the top insights you can use to keep your paid social strategy strong in 2022.\u003C\u002Fp>\n\n\n\n\u003Cp>In this month’s post, we explore:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Changes to Meta’s ad campaign set-up process\u003C\u002Fli>\u003Cli>New call-outs feature available on Meta \u003C\u002Fli>\u003Cli>Instagram tests algorithm-free, reverse chronological feed\u003C\u002Fli>\u003Cli>New opportunities for social issue ads on Meta\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>The traffic light imagery indicates the importance of each update – red denoting a priority update that requires your attention, green representing a less important update that you should be aware of and amber lying somewhere in the middle.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fsocial-media-icons-psoc-image-e1641808797169.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"\" class=\"wp-image-13995\" width=\"646\" height=\"350\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"changes-to-metas-ad-campaign-set-up-process\">\u003Cstrong>Changes to Meta’s Ad Campaign Set-Up Process\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FrX0wobYc-Red.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640\" alt=\"\" class=\"wp-image-5437\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003Ca href=\"https:\u002F\u002Fdevelopers.facebook.com\u002Fblog\u002Fpost\u002F2021\u002F12\u002F21\u002Fsimplifying-campaign-objectives-outcome-driven-ad-experiences\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">It’s official\u003C\u002Fa>: the Ads Manager interface is being redesigned. In order to simplify the campaign set-up process, \u003Cstrong>Meta is streamlining its ad objectives by focusing on the most relevant selections.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The key difference is the reduction in objective options from 11 to 6, and a move away from the ‘awareness’, ‘consideration’ and ‘conversion’ banners.\u003C\u002Fp>\n\n\n\n\u003Cp>According to \u003Ca href=\"https:\u002F\u002Fdevelopers.facebook.com\u002Fblog\u002Fpost\u002F2021\u002F12\u002F21\u002Fsimplifying-campaign-objectives-outcome-driven-ad-experiences\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">Meta\u003C\u002Fa>, the new outcome-based system will allow marketers to “\u003Cem>select their designed business outcomes (e.g. awareness, traffic, engagement, leads, app promotion, sales) and the interface will guide advertisers to the most optimal campaign setup\u002Fcreation paths to achieve that outcome.\u003C\u002Fem>” These changes will gradually be rolled out throughout 2022.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">\u003Cstrong>What does this mean for me?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>The new simplified at set-up process could be useful for marketers, helping to better align campaigns with desired objectives whilst avoiding objective duplications. However, removing 5 objective options could be limiting in some ways, too. \u003C\u002Fp>\n\n\n\n\u003Cp>According to \u003Ca href=\"https:\u002F\u002Fdevelopers.facebook.com\u002Fblog\u002Fpost\u002F2021\u002F12\u002F21\u002Fsimplifying-campaign-objectives-outcome-driven-ad-experiences\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">Meta\u003C\u002Fa>, the new system will allow marketers to communicate their goals more easily as the objective options are applied to more widely-applicable marketing goals. Ads manager will then be able to provide more guidance during the campaign set-up process to make it easier for advertisers to achieve their marketing objectives. \u003C\u002Fp>\n\n\n\n\u003Cp>We won’t know for sure how this update will impact advertisers until the interface is launched – which is due to take place this year.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"new-call-outs-feature-available-on-meta\">\u003Cstrong>New Call-outs Feature Available on Meta \u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FrX0wobYc-Red.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640\" alt=\"\" class=\"wp-image-5437\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003Cstrong>Meta has introduced a new, dynamic call-outs feature in Ads Manager\u003C\u002Fstrong> that allows advertisers to \u003Ca href=\"https:\u002F\u002Fwww.akvertise.com\u002Ffacebook-ads-new-call-outs-feature-what-it-is-and-how-to-use-it\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">showcase certain features in their ads\u003C\u002Fa> – free shipping, payment options and return policies – which may be helpful in increasing conversions. Crucially, the feature is currently only available in ‘website traffic’ and ‘conversions’ campaign objectives, and it will only display on mobile devices through Facebook Newsfeed.\u003C\u002Fp>\n\n\n\n\u003Cp>The feature is currently limited to some ad accounts, and is due to launch for all accounts soon. To find out whether you have access to call-outs, head to the ad level of your campaign – it will appear below the ad copy fields. Upon setting up call-outs, you will find 3 options available:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>‘free shipping’\u003C\u002Fstrong>, to highlight that your business offers this benefit; \u003C\u002Fli>\u003Cli>\u003Cstrong>‘payment options’\u003C\u002Fstrong>, to showcase how prospects can pay for your product or service;\u003C\u002Fli>\u003Cli>\u003Cstrong>‘return policy’\u003C\u002Fstrong>, to notify users that your business offers free returns. \u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>You can select up to all 3 for your ad. \u003C\u002Fp>\n\n\n\n\u003Cp>As this is a dynamic feature, Facebook’s machine learning system will phrase the call-outs in ways likely to generate better results using the information provided. Callouts will also only be shown when it’s likely to improve ad performance.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1150\" height=\"492\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fcreating-call-outs-image-psoc.jpg?auto=compress%2Cformat&q=90\" alt=\"Creative call-outs with 3 information call-outs including free shipping, payment options, and return policy.\" class=\"wp-image-14009\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">\u003Cstrong>What does this mean for me?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cstrong>This new feature will be particularly beneficial for ecommerce advertisers\u003C\u002Fstrong> in highlighting some key product benefits that may increase sales. Unfortunately, there is no reporting metric for call-outs as of yet. To determine their effectiveness for your business, we would recommend \u003Cstrong>split-testing ads with call-outs\u003C\u002Fstrong> against the same ads without this new feature; reviewing performance after allowing the ads to run for some time.\u003C\u002Fp>\n\n\n\n\u003Cp>For now, the call-outs feature is currently limited to 3 options, but we hope to see Facebook introducing some additional variations to further boost conversions once the feature becomes more established.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"instagram-tests-algorithm-free-reverse-chronological-feed\">\u003Cstrong>Instagram Tests Algorithm-Free, Reverse Chronological Feed\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cp>Instagram chief Adam Mosseri has confirmed that the social media platform is working on a \u003Cstrong>new chronological feed\u003C\u002Fstrong>, allowing users to see posts from accounts they follow in chronological order.\u003C\u002Fp>\n\n\n\n\u003Cp>Instagram is introducing two new feed options that users can alternate between – ‘favourites’, which will enable users to view accounts based on those added to a favourites list; and ‘following’, which will display accounts followed, free from recommendations, in reverse timeline order. Crucially, Mosseri has revealed that \u003Cstrong>the algorithm-based ‘home’ feed will feature ‘more and more recommendations over time’\u003C\u002Fstrong>, as Instagram seeks to increase content discovery and incentivise users to spend more time, and therefore money, on the platform.\u003C\u002Fp>\n\n\n\n\u003Cp>The new feed options are currently being tested, with the aim to roll out the feature in the first half of 2022.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fiphone-image-psoc.jpg?auto=compress%2Cformat&q=90\" alt=\"instagram app open on iphone\" class=\"wp-image-14016\" width=\"185\" height=\"372\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">\u003Cstrong>What does this mean for me?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Whilst Instagram hasn’t confirmed how this will impact sponsored content, this update could present challenges for advertisers, in reducing the possible reach of ads if users opt to view their feed in the ‘following’ option. It could also pose difficulties for content creators in limiting chances of content discovery. \u003C\u002Fp>\n\n\n\n\u003Cp>However, Mosseri also noted that users will not be able to select a default feed option – meaning they will need to manually switch over to the ‘favourites’ or ‘following’ feed each time they open the app. This then poses the question – will most users continue to use the algorithm feed? If so, with more content recommendations, this could potentially increase sponsored content and therefore ad reach on the app.  \u003C\u002Fp>\n\n\n\n\u003Cp>Crucially, Facebook already provides the same options Instagram is now introducing, with users having to manually select the chronological feed. Unfortunately, there is currently no available data outlining the uptake of this feature, and how this has impacted social media usage; however, in an \u003Ca href=\"https:\u002F\u002Fwww.washingtonpost.com\u002Ftechnology\u002F2021\u002F11\u002F13\u002Ffacebook-news-feed-algorithm-how-to-turn-it-off\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">internal 2014 study\u003C\u002Fa>, Facebook found that allowing users to turn off the algorithm resulted in less time spent on the app.  \u003C\u002Fp>\n\n\n\n\u003Cp>Essentially, we won’t know for sure how this update will impact advertising on the platform until the new feed options are launched. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"new-opportunities-for-social-issue-ads-on-meta\">\u003Cstrong>New Opportunities for Social Issue Ads on Meta\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>In recent years, Meta has received resistance against its social issue ad requirements. In a move that will benefit several ecommerce brands, \u003Ca href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fnews\u002Fsocial-issue-ads-updates-selling-product-service#\" target=\"_blank\" rel=\"noreferrer noopener\">Meta is changing how social issue ads are categorised in Ads Manager. \u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Ads that have a primary purpose to sell a product or service will no longer be categorised as social issue ads.\u003C\u002Fstrong> As a result, these ads will not need to go through an authorisation process or have a ‘paid for by’ disclaimer if they meet the below criteria:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>A product or service is prominently shown in use or named in the ad\u003C\u002Fli>\u003Cli>The primary purpose of the ad is to sell a product or promote a service, even if the ad content discusses a social issue\u003C\u002Fli>\u003Cli>The ad content contains a call-to-action to purchase or use the product or service\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>However, the update will not apply to ads that focus on politics or legislation. Moreover, if the promoted product in an ad features social issue advocacy, or if 100% of profits are donated towards a social cause, Ads Manager will still require authorisation and the ‘paid for by’ disclaimer. \u003C\u002Fp>\n\n\n\n\u003Cp>You can find out whether your business meets this criteria \u003Ca href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F287622936276216\" target=\"_blank\" rel=\"noreferrer noopener\">here.\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">\u003Cstrong>What does this mean for me?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cstrong>This update will largely benefit ecommerce advertisers\u003C\u002Fstrong>, who will experience fewer restrictions when creating social issue ads that have a primary purpose of selling products or services. Accounts, people and pages running ads that meet the criteria won’t need to go through an authorisation process, and ads will not need to include a “paid for by” disclaimer.\u003C\u002Fp>\n\n\n\n\u003Cp>However, \u003Cstrong>there are some grey areas.\u003C\u002Fstrong> If you were to run an ad where a portion of proceeds are donated to a social cause, the ad *might* not require a disclaimer. In another example provided by \u003Ca href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F287622936276216\" target=\"_blank\" rel=\"noreferrer noopener\">Meta\u003C\u002Fa>, if your ad promotes a product and a CTA but includes social issue advocacy messaging, it would still require a disclaimer. It’s likely that there will be some confusion around the new policy, but the key message is that Meta wants to make it easier for more brands to run ads on the platform. \u003C\u002Fp>\n\n\n\n\u003Cp>Whilst this isn’t the most clear form of guidance, we would encourage marketers to take advantage of the new policy to see how it affects your paid social ads. Each ad is still subject to review, and if your ad does advocate social issues, you can still run it – but you’ll need to go through the same authorisation process.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cp>Keep an eye out for our \u003Ca href=\"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">next blog post\u003C\u002Fa> for more paid social industry updates. Can’t wait? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch\u003C\u002Fa> to discuss your paid social campaigns for 2022.\u003C\u002Fp>\n",{"rendered":108,"protected":156},14034,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":471,"_yoast_wpseo_metadesc":472,"inline_featured_image":156,"footnotes":5},"What’s New in Paid Social: January 2022 Industry Updates | Impression","This post explains the key paid social media industry updates from January 2022 and outlines what they mean for you. Learn more here.",[165,474],40,[],[23],[478,94,170,171,172,173,174,175,479],"post-13990","category-ppc",[],[],[483,484,485,486],{"path":131,"name":132},{"path":181,"name":182},{"path":105,"name":18},{"path":140,"name":107},{"thumbnail":488,"medium":489,"medium_large":491,"large":493,"1536x1536":495,"2048x2048":497,"post-thumbnail":499,"12_col":501,"default_landscape":503,"default_portrait":505,"6_col_and_margin_short":507,"11_col_and_margin":509,"9_col_rectangle":511,"11_col":513,"staff_image_696_600":515,"rectangular_thumbnail":517},{"url":111,"width":187,"height":187},{"url":490,"width":51,"height":51},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fwhats-new-in-paid-social-jan-2022-feature-image-media-e1641807123249.jpg?auto=compress%2Cformat&fit=scale&h=190&q=90&w=200",{"url":492,"width":54,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fwhats-new-in-paid-social-jan-2022-feature-image-media-e1641807123249.jpg?auto=compress%2Cformat&fit=scale&h=731&q=90&w=768",{"url":494,"width":194,"height":195},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fwhats-new-in-paid-social-jan-2022-feature-image-media-e1641807123249.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":496,"width":60,"height":60},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fwhats-new-in-paid-social-jan-2022-feature-image-media-e1641807123249.jpg?auto=compress%2Cformat&fit=scale&h=1463&q=90&w=1536",{"url":498,"width":63,"height":63},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fwhats-new-in-paid-social-jan-2022-feature-image-media-e1641807123249.jpg?auto=compress%2Cformat&fit=scale&h=1950&q=90&w=2048",{"url":500,"width":66,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fwhats-new-in-paid-social-jan-2022-feature-image-media-e1641807123249.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":502,"width":69,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fwhats-new-in-paid-social-jan-2022-feature-image-media-e1641807123249.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":504,"width":72,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fwhats-new-in-paid-social-jan-2022-feature-image-media-e1641807123249.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":506,"width":46,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fwhats-new-in-paid-social-jan-2022-feature-image-media-e1641807123249.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":508,"width":66,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fwhats-new-in-paid-social-jan-2022-feature-image-media-e1641807123249.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":510,"width":76,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fwhats-new-in-paid-social-jan-2022-feature-image-media-e1641807123249.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":512,"width":78,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fwhats-new-in-paid-social-jan-2022-feature-image-media-e1641807123249.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":514,"width":81,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fwhats-new-in-paid-social-jan-2022-feature-image-media-e1641807123249.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":516,"width":45,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fwhats-new-in-paid-social-jan-2022-feature-image-media-e1641807123249.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":518,"width":84,"height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fwhats-new-in-paid-social-jan-2022-feature-image-media-e1641807123249.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[520],{"id":158,"path":222,"display_name":4,"job_title":10,"description":6,"avatar_url":103,"acf":521},{"job_title":10,"full_bio":11,"specialist_service_links":522,"photo":525},[523],{"page":524,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},{"ID":31,"id":31,"title":32,"filename":33,"filesize":34,"url":35,"link":36,"alt":5,"author":37,"description":5,"caption":5,"name":38,"status":39,"uploaded_to":25,"date":40,"modified":40,"menu_order":25,"mime_type":41,"type":42,"subtype":43,"icon":44,"width":45,"height":46,"sizes":526},{"thumbnail":48,"thumbnail-width":49,"thumbnail-height":49,"medium":50,"medium-width":51,"medium-height":52,"medium_large":53,"medium_large-width"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to Impression’s new \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">Paid Social\u003C\u002Fa> blog series, where we discuss the latest industry trends and updates to help you stay ahead of the curve.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>In this month’s post, we explore:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Facebook’s big rebrand\u003C\u002Fli>\u003Cli>Changes to sensitive targeting categories\u003C\u002Fli>\u003Cli>Updates to NewsFeed placements\u003C\u002Fli>\u003Cli>New opportunities for traffic campaigns \u003C\u002Fli>\u003Cli>Work accounts\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>The traffic light imagery displays the importance of each update, with red denoting a critical update that requires immediate attention, green denoting a less critical update that you should be aware of, and amber occupying a middle ground.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"facebook-changes-corporate-name-to-meta\">\u003Cstrong>Facebook Changes Corporate Name to Meta\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>November 2021 was a key month for paid social updates – we’re looking at you, Facebook (AKA Meta). By now, you’ll have likely heard the news – \u003Ca href=\"https:\u002F\u002Fabout.facebook.com\u002Fmeta\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">Facebook has changed its company name to Meta\u003C\u002Fa> to reflect its future focus around the ‘Metaverse’ (a virtual space where users can connect in 3D). Meta is looking to drive the ‘next chapter of social connection’, in a move that sees the company focus on immersive experiences such as augmented reality.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">\u003Cstrong>What does this mean for me?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>As it stands, the move won’t affect advertising. Facebook, as the social network, will still be called Facebook. Meta has simply created an umbrella brand for the array of social media platforms it owns – Facebook, Instagram, Whatsapp and Messenger. \u003C\u002Fp>\n\n\n\n\u003Cp>If anything, the rebrand feels very conceptual. Whilst we know that Meta owns Oculus, a VR company, we have yet to see how this is going to affect social media platforms going forwards (if at all). However, there may be significant opportunities to advertise within the metaverse in the future. The key takeaway is to \u003Cstrong>be prepared, agile and ready to evolve as Meta continues to develop.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-medium_large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002Ffacebooks-meta-logo-3d-icon-e1640257232214.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-13499\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"facebook-is-removing-sensitive-targeting-options-within-the-advertising-platform\">\u003Cstrong>Facebook Is Removing Sensitive Targeting Options Within the Advertising Platform\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FrX0wobYc-Red.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640\" alt=\"\" class=\"wp-image-5437\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>In a move to prevent advertisers from abusing their targeting options, Facebook has announced plans to reduce advertisers’ ability to target users based on sensitive categories. Facebook is planning to remove \u003Ca href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fnews\u002Fremoving-certain-ad-targeting-options-and-expanding-our-ad-controls\" target=\"_blank\" rel=\"noreferrer noopener\">thousands of ‘detailed targeting’ keywords\u003C\u002Fa> that relate to topics people may perceive as sensitive, such as health, sexual orientation, political beliefs and religious practices. Some keyword examples include ‘chemotherapy’, ‘LGBT culture’ and ‘Catholic Church’.\u003C\u002Fp>\n\n\n\n\u003Cp>The change will take place as early as January 2022, where advertisers will no longer be able to select keywords from sensitive categories for new campaigns. From March, existing campaigns using these keywords will no longer operate. The change will apply globally to Facebook, Instagram and Messenger.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">\u003Cstrong>What does this mean for me?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Unfortunately, this means that \u003Cstrong>detailed targeting will be affected for some small businesses, non-profit organisations and advocacy groups.\u003C\u002Fstrong> It will become more difficult to reach specific target audiences, which may have an impact on ad reach and engagement. \u003C\u002Fp>\n\n\n\n\u003Cp>To try and counteract this, advertisers may want to \u003Cstrong>take advantage of website and engagement custom audiences\u003C\u002Fstrong>; targeting those who have visited specific landing pages and interacted with previous Facebook content. You may also want to use these custom audiences to build lookalike audiences; enabling you to reach a wider pool of prospects with similar characteristics. According to Facebook, location targeting will also still be enabled to reach those in the vicinity of brick and mortar stores.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-medium_large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Ffacebook-ads-manager-update-keywords-e1641553052733.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-13516\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"facebook-is-updating-newsfeed-placement-controls\">\u003Cstrong>Facebook Is Updating NewsFeed Placement Controls\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Facebook is expanding \u003Ca href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fnews\u002Fintroducing-more-control-for-brands-and-people-in-feed\" target=\"_blank\" rel=\"noreferrer noopener\">topic exclusion controls\u003C\u002Fa> to provide brands with more control over where their ads appear in users’ NewsFeeds. The tool will allow advertisers to prevent Facebook from delivering their ads to users who have recently engaged with three topic categories in their NewsFeed: social issues, news and politics and crime and tragedy. The update is expected in 2022 with continuous updates by Facebook throughout quarter 1.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">\u003Cstrong>What does this mean for me?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>As each NewsFeed is customised to individual user interests, this makes it difficult for brands to be aware of the type of content their ads are running alongside.  As a result of this update, \u003Cstrong>advertisers will gain more control over where their ads appear in users’ NewsFeeds\u003C\u002Fstrong>, which should help to maintain brand image, prevent controversy and improve overall ad engagement.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-medium_large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002Ffacebook-app-mobile-and-web-e1640257469279.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-13521\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"facebook-has-introduced-a-new-destination-for-traffic-campaigns\">\u003Cstrong>Facebook Has Introduced A New Destination for Traffic Campaigns\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Facebook has introduced a new \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F410873986524407\">CTA\u003C\u002Fa> for traffic campaigns – ‘call now’ – which was previously only available for campaigns with reach objectives.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">\u003Cstrong>What does this mean for me?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>This provides big opportunities for marketers in increasing lead quantity and quality. The main goal of reach campaigns is to show ads to as many people as possible at the lowest cost; so these users may not always be the most likely to click through. Traffic campaigns, on the other hand, aim to show ads to users who are most likely to click your link based on previous activity.\u003C\u002Fp>\n\n\n\n\u003Cp>As a result, advertisers will now be able to \u003Cstrong>generate a higher volume of quality leads from prospects who are further down the funnel\u003C\u002Fstrong> as a direct result of their ads. This will particularly benefit local brick and mortar stores and businesses that take appointments via phone, such as beauty salons, restaurants and healthcare clinics.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-medium_large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002Ffacebook-login-mobile-app-e1640257504741.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-13525\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"work-accounts\">\u003Cstrong>Work Accounts\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Throughout the remainder of 2021, Facebook will be testing \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fnews\u002Fintroducing-products-for-the-next-era-of-personalized-experiences\">work accounts\u003C\u002Fa>. Testing is taking place with a small group of businesses, with availability expected to expand in 2022.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">\u003Cstrong>What does this mean for me?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>This update will allow advertisers to use Business Manager independently from their personal Facebook account – keeping personal accounts and work accounts separate. Marketers will also have the opportunity to advertise on Facebook without requiring a personal account. Will this result in professionals deleting their personal accounts? We’re not so sure, but it’s no secret that Facebook usage has declined in recent years.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cp>Keep an eye out for our next blog post for more \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F\">paid social industry updates\u003C\u002Fa>. Can’t wait?  \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch\u003C\u002Fa> to discuss your paid social campaigns for 2022 and beyond.\u003C\u002Fp>\n",{"rendered":117,"protected":156},13537,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":660,"_yoast_wpseo_metadesc":661,"inline_featured_image":156,"footnotes":5},"What's New in Paid Social: December 2021 Industry Updates | Impression","This post explains the key paid social media industry updates from December 2021 and outlines what they mean for you. 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here.",[165],[],[23],[666,94,170,171,172,173,174,175],"post-13495",[],[],[670,671,672,673],{"path":131,"name":132},{"path":181,"name":182},{"path":105,"name":18},{"path":140,"name":116},{"thumbnail":675,"medium":676,"medium_large":678,"large":680,"1536x1536":682,"2048x2048":684,"post-thumbnail":686,"12_col":688,"default_landscape":690,"default_portrait":692,"6_col_and_margin_short":694,"11_col_and_margin":696,"9_col_rectangle":698,"11_col":700,"staff_image_696_600":702,"rectangular_thumbnail":704},{"url":120,"width":187,"height":187},{"url":677,"width":51,"height":51},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002Fpaid-social-media-update-november-2021-header.jpg?auto=compress%2Cformat&fit=scale&h=150&q=90&w=200",{"url":679,"width":54,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002Fpaid-social-media-update-november-2021-header.jpg?auto=compress%2Cformat&fit=scale&h=576&q=90&w=768",{"url":681,"width":194,"height":195},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002Fpaid-social-media-update-november-2021-header.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":683,"width":60,"height":60},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002Fpaid-social-media-update-november-2021-header.jpg?auto=compress%2Cformat&fit=scale&h=1152&q=90&w=1536",{"url":685,"width":63,"height":63},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002Fpaid-social-media-update-november-2021-header.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=2048",{"url":687,"width":66,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002Fpaid-social-media-update-november-2021-header.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":689,"width":69,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002Fpaid-social-media-update-november-2021-header.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":691,"width":72,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002Fpaid-social-media-update-november-2021-header.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":693,"width":46,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002Fpaid-social-media-update-november-2021-header.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":695,"width":66,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002Fpaid-social-media-update-november-2021-header.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":697,"width":76,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002Fpaid-social-media-update-november-2021-header.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":699,"width":78,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002Fpaid-social-media-update-november-2021-header.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":701,"width":81,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002Fpaid-social-media-update-november-2021-header.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":703,"width":45,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002Fpaid-social-media-update-november-2021-header.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":705,"width":84,"height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002Fpaid-social-media-update-november-2021-header.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[707],{"id":158,"path":222,"display_name":4,"job_title":10,"description":6,"avatar_url":103,"acf":708},{"job_title":10,"full_bio":11,"specialist_service_links":709,"photo":712},[710],{"page":711,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},{"ID":31,"id":31,"title":32,"filename":33,"filesize":34,"url":35,"link":36,"alt":5,"author":37,"description":5,"caption":5,"name":38,"status":39,"uploaded_to":25,"date":40,"modified":40,"menu_order":25,"mime_type":41,"type":42,"subtype":43,"icon":44,"width":45,"height":46,"sizes":713},{"thumbnail":48,"thumbnail-width":49,"thumbnail-height":49,"medium":50,"medium-width":51,"medium-height":52,"medium_large":53,"medium_large-width":54,"medium_large-height":55,"large":56,"large-width":57,"large-height":58,"1536x1536":59,"1536x1536-width":60,"1536x1536-height":61,"2048x2048":62,"2048x2048-width":63,"2048x2048-height":64,"post-thumbnail":65,"post-thumbnail-width":66,"post-thumbnail-height":67,"12_col":68,"12_col-width":69,"12_col-height":70,"default_landscape":71,"default_landscape-width":72,"defau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