X (formerly twitter) and Instagram Threads (Threads) are two of the most popular text-based platforms on the internet, but have notable differences from each other. While they both deal in words, their features, styles of engagement, target audiences and themes of conversation are distinct. Read on to learn about how they differ and which is right for you.

Features

X

X has a 280 character limit, encouraging concise communication. Because of this, crafting a popular tweet involves carefully thinking about each word you include. Being witty and clever helps your tweets to gain popularity. Additionally, it’s important to use the right hashtags and trending topics to drive more reach and engagement on the site.

Threads

Threads has no character limit, encouraging more in-depth discussion. The structure of the posts helps to create optimal flow for continued conversations. It produces an ideal atmosphere for leisurely chatting that helps users explore the different facets of a topic, bit by bit.

User engagement

X

X features fast, snappy interaction from a broad range of users. Retweets, likes and replies all occur at a fast pace, encouraging more real-time engagement. New tweets cycle out frequently, so staying current is integral for success on this platform.

Threads

Threads provides an environment for slower, deeper interactions with topics. Users take their time to linger over conversations and thoughtfully construct replies. The structure of the posts helps keep them neatly organised so that people can easily continue contributing to a discussion.

Target audience

X

X attracts a very broad and varied audience. People use the platform for a range of purposes including news, memes and video content. It creates an opportunity for all kinds of different groups and demographics to interact online.

Threads

Threads places a greater focus on thoughtful conversation. It is aimed at attracting an audience who wants to dive into topics with greater depth. As a result, audiences are more likely to stay in the bubbles that correspond to their particular interests.

Themes of conversation

X

Users on X can expect a myriad of different topics on the platform. Everything from politics to pop culture has a place on X. A variety of trending topics and hashtags exist to inform users about what people are talking about broadly. The platform has emphasised leaning into popular conversation topics, specifically with news and politics verticals.

Threads

Threads leans away from areas such as news and politics in favour of verticals like entertainment and education. Due to the emphasis on in-depth discussion, Threads is not as concerned with the latest hot topic. It focuses on taking time to dive into meaty discussions about the things that users are truly invested in.

Which one is right for you?

‘X’ is all about quick wit and riding the trends, while ‘Threads’ offers a more relaxed space for diving deep into topics. Whichever you choose, remember: these platforms aren’t just apps, they’re worlds waiting for your words. So tweet or thread away, and let your voice be heard!

Including BVOD advertisements along with TV ads is an effective strategy for reaching your target audience. With the growth of streaming in a changing TV landscape, adapting your approach is integral for success. BVOD ads allow for a targeted approach that complements the wide net cast by TV ads. This is just one of several ways that marketers can optimise their approach to streaming ads.

The changing TV landscape in Australia

The landscape of TV has forever shifted in Australia. An explosion of choice has revolutionised how consumers engage with TV. No longer limited to a single platform, consumers are chasing content across multiple platforms in their search for the ultimate viewing experience. As digital marketers, we are always looking for new ways to reach our target audience. In today’s world, that means finding ways to reach them on streaming platforms.

A recent survey found that consumers reported an average of 2.7 paid TV subscriptions (including streaming video on demand (SVOD) and pay TV) at their disposal. One of these subscriptions was always at risk, with the average respondent showing a desire to have one less paid subscription. 27% of those who cancelled a subscription stated they cancelled that subscription to replace it with another. However, two-thirds of paid content subscribers were also open to signing up for at least one more service. This points to subscription behaviours being fluid and suggests that streaming services have reached saturation.

To maintain profitability and audience, streaming platforms are pivoting to offer ad-supported streaming as part of their subscription tier model. Popular streaming platforms such as Netflix and BINGE have already incorporated ad-supported models in Australia. This creates an important opportunity for marketers to utilise in their strategies.

Online video viewing is becoming the new norm across Australia, and Total TV is taking up the lion’s share of this shift. Total TV makes up 72.6% of total at-home video viewing on any device, followed by SVOD at 15.3% and social video at 12.1%. And according to our survey, 73% of respondents still engage with linear TV at least weekly. This highlights that TV is still a consistent part of people’s viewing habits.

However, the rise of streaming is having a significant impact on TV advertising. As viewers move away from traditional TV, they are exposed to fewer ads. This is a major challenge for advertisers, who have traditionally relied on TV advertising to reach a large audience. A modern approach is necessary to keep up with the changing tide.

Combining BVOD and TV Advertising

One effective and efficient way to adapt to the changing TV landscape is by combining TV ads with broadcast video on demand (BVOD) advertising. TV advertising can reach a large audience, while BVOD advertising can reach a more targeted audience. By using both channels, we can reach a wider range of people and get our message in front of more eyeballs.

According to the latest VOZ data, TV alone only reaches 48% of people nationally, BVOD reaches 10% nationally and 21% watch both. By buying both there is an incremental gain of 30%, meaning you can reach 78% of people nationally.

This is a powerful combination that can be very effective for reaching a target audience. And as the streaming market continues to grow, it will become an increasingly important part of the marketer’s toolkit.

Reaching your target audience on streaming platforms

While BVOD is a valuable tool, there are other considerations when advertising on streaming platforms. Here are some additional tips for advertisers looking to reach their target audiences with streaming ads:

• Use data to target your ads more effectively. Streaming platforms collect a wealth of data about their users. By utilising this data, you can target more precisely and get better returns as a result.
• Increase incremental reach with tech partners such as Samba TV. Doing this makes you more effective at targeting and negative targeting TV watchers.
• Measure the results of your campaigns. It’s important to track the results of your campaigns. This allows you to examine what works and what doesn’t so you can fine-tune your overall approach.

For more information, please reach out to your Unify team member.

In today’s digitally-driven world, social media platforms have become a vital tool for businesses to connect with their target audience. Among these platforms, Instagram has emerged as a channel for sharing captivating visuals, engaging stories, and building brand identity. As a digital agency, it is crucial to understand the mechanics behind Instagram’s ranking algorithm to optimise your clients’ content effectively. In this article, we dive deep into Instagram’s ranking system, exploring the factors that influence content prioritisation and offering insights to help you elevate your social media strategy.

Understanding Instagram’s ranking algorithm

Instagram’s ranking algorithm is designed to display content tailored to each user’s preferences and interests. The goal is to ensure users see the most relevant and engaging content, creating a positive user experience. Here are the key factors that impact Instagram’s content ranking:

1. Interest: Instagram assesses a user’s previous behaviour, such as the accounts they follow, the posts they engage with, and the content they search for. By analysing these interactions, Instagram determines the user’s interests and prioritizes content that aligns with their preferences.

2. Recency: Timeliness plays a vital role in content prioritization. Fresh content tends to receive higher visibility, as Instagram aims to provide users with the latest updates from their favourite accounts.

3. Relationship: Instagram prioritizes content from accounts with which users have strong connections. This includes posts from family, friends, and accounts they frequently engage with, such as liking, commenting, or direct messaging.

4. Usage: Instagram tracks how users interact with the platform, considering factors such as the amount of time spent scrolling through the feed, the variety of content they engage with, and how often they use the app. This information helps determine the content that is most likely to captivate the user.

5. Following: The number of accounts a user follows directly affects the breadth of content available in their feed. Instagram aims to present a diverse range of content from different accounts, ensuring a well-rounded user experience.

Optimising your content strategy

Now that we have uncovered the underlying factors driving Instagram’s content ranking, let’s explore some practical strategies to optimise your content:

1. Consistent branding: Develop a strong and recognisable brand identity by using consistent visual elements, such as colours, fonts, and filters. This helps users easily identify your content amidst the sea of posts on Instagram.

2. Engaging captions: Craft compelling captions that accompany your visuals to encourage users to stop scrolling and engage with your posts. Pose questions, share stories, or provide valuable insights to ignite conversations and foster a sense of community.

3. Authenticity matters: Instagram values genuine interactions. Encourage your audience to engage with your content by responding to comments, asking for their opinions, and showcasing user-generated content. This fosters a sense of trust and loyalty among your followers.

4. Strategic use of hashtags: Use relevant hashtags to enhance the discoverability of your content. Research popular and niche hashtags that align with your target audience’s interests to expand your reach and attract new followers.

5. Post at optimal times: Experiment with posting at different times to identify when your target audience is most active on Instagram. This increases the likelihood of your content being seen and engaged with by a larger number of users.

Understanding Instagram’s ranking algorithm is crucial for businesses aiming to succeed on the platform. By leveraging the factors that influence content prioritisation, such as user interests, recency, relationships, usage, and following, you can optimise your content strategy and increase visibility. Head to our TikTok profile to watch our video on how Instagram ranks each placement, and our recommendations for your Instagram strategy in the future.

To learn more about all things digital marketing, check out our blog.

In the ever-evolving landscape of digital marketing, staying ahead of the curve is essential. With Google Analytics 4 (GA4) rolling out, it’s crucial for businesses to understand the key areas to focus on when setting up their new GA4 account. This article explores four common mistakes to avoid and highlights important factors to consider during the transition from Universal Analytics to GA4. As the July 1st deadline approaches, let’s delve into these critical areas.

1. Neglecting data streams and event tracking

One common mistake made during the GA4 setup is overlooking the importance of data streams and event tracking. Unlike Universal Analytics, which primarily relies on pageviews, GA4 places a greater emphasis on event-based tracking. To harness the full potential of GA4, it’s crucial to set up data streams to collect data from various platforms, such as websites, mobile apps, and even offline sources. By tracking specific events, such as button clicks, video views, and form submissions, businesses can gain valuable insights into user behaviour and optimize their marketing strategies accordingly.

2. Failing to define key metrics and conversion goals

Another pitfall is not defining clear metrics and conversion goals within GA4. While the transition may seem overwhelming, taking the time to identify the key performance indicators (KPIs) and conversion events that align with your business objectives is essential. This will enable you to measure the success of your marketing campaigns accurately. Whether it’s tracking purchases, form submissions, or newsletter sign-ups, defining these goals will help you understand the impact of your efforts and make data-driven decisions.

3. Overlooking enhanced analysis features

GA4 introduces enhanced analysis capabilities that provide deeper insights into user behaviour. One common oversight is failing to explore these features fully. For instance, the Exploration feature allows you to analyse data using AI-powered insights, uncovering trends and patterns that may not be immediately apparent. The Funnel Analysis feature helps identify potential bottlenecks in your conversion process, allowing you to optimize the customer journey. By exploring and utilizing these enhanced analysis features, you can unlock valuable insights to refine your marketing strategies and drive better results.

4. Checking the attribution window

An important aspect to consider when setting up GA4 is reviewing and adjusting the attribution window. GA4’s default attribution window is relatively short, which means it only considers recent interactions when assigning credit to conversions. To ensure you have a larger volume of data to analyse, it is recommended to adjust the attribution window to its maximum setting. By extending the window, you can gain a broader perspective on the customer journey, understand the influence of different touchpoints, and make informed decisions based on comprehensive data.

Additionally, GA4’s default attribution method is set to ‘data-driven’ which veers away from Universal Analytics’ default of ‘last click’. Given Google has not revealed how a ‘data driven’ attribution method works, you may want to change your GA4 Property’s attribution method to ‘last click’ to make the transition from Universal to GA4 more seamless – or you may choose to use a different method all together.

Feel free to reach out to us for personalised guidance and support during your GA4 migration journey. Hit the ‘Let’s Chat’ button and one of Unify’s strategists would be happy to help with any of your questions.

To learn more about all things digital marketing, check out our blog.

Performance Max is a powerful new tool that uses machine learning and audience signals to run your Google Ads campaigns across the entire Google Cross Network. However, it has shown itself to have certain vulnerabilities, severely limiting its practicality. It is particularly susceptible to spam leads and fraudulent traffic from click farms which significantly impact its usefulness and viability. Depending on your business, whether you are driving sales or generating leads, it may be wasting your time and resources. You may need to start looking for alternatives.

How Performance Max works

Performance Max is the newest campaign type within Google Ads. It takes a goal-oriented approach as opposed to a target-oriented one. Performance Max has access to all the Google ads campaign formats to try and meet your goal in the most effective way possible. What makes it unique and effective is that it gets the advertiser to enter a few copy variations and image/video assets, then proceed to automate many of the traditional ‘targeting’ processes. It learns to optimise your campaign in a variety of ways.

Firstly, it optimises your spending by automating the process of budgeting and bidding, making your campaign run more efficiently. It’s also good at finding new audience segments in addition to the ones you start with. This is thanks to the search engine’s understanding of consumer intent which helps suggest your campaign to groups that could find it appealing. Performance Max provides deeper data insights with clear information about which image combinations and audience segments are bringing you the best results. It even helps with creative aspects of the campaign by using a combination of the knowledge you have of your audience and the assets you upload to make suggestions for future creative. Through utilising machine learning, Performance Max has streamlined many aspects of the Google campaign process, making it easier and more effective. So what is causing the problems?

Fraudulent traffic from click farms

Click farms are operations run for the purpose of affecting internet traffic. They involve real people using many computers or phones to drive fake traffic en masse. This is often done to falsely bolster traffic numbers so that a person or company can inflate their perceived value. It is also done to mess with competitor campaigns. Google’s automated filtering can block most bots trying to generate fake traffic, but click farms are harder to filter out. This is because actual humans are behind the clicks, and their online behaviour is recognised as human, allowing them to escape being tagged as bots. They can create a high volume of spam like a bot would, but it won’t get recognised as such until much later.

Click farms are only problematic for non-ecommerce campaigns. They are able to affect lead generation campaigns by taking conversion actions. These need to be quick and easy, such as filling out fake details on a lead form. These count as conversions and cause Performance Max to focus on them as leads. Ecommerce campaigns only count genuine purchases as conversions, and click farms are not willing to spend money for this purpose.

If you are trying to use Google Ads data in order to execute a marketing strategy, it will be affected by this fraudulent traffic and skewed in the wrong direction. When click farms click on your ads and convert on their website, Google’s algorithm starts to focus more on these people, as it has no way of knowing they are not genuine customers. This is particularly damaging if you have an ‘open’ budget that is controlled by a Target CPA. Google will see the conversions coming through at a low CPA and raise spending levels to try and capture this increase in demand, wasting thousands in ad spend on fraudulent results. Click farms present a unique challenge and have really thrown a wrench into the exceptional potential of Performance Max.

Recommendations

Performance Max is great at generating large amounts of traffic, but that has become an opportunity for fraudulent traffic. As of the moment, there is no clear or easy fix for these problems around Performance Max. Making a higher requirement for fake traffic, like a form or a survey with a high number of required fields, can help, but it also drives away a lot of potential real leads due to requiring more effort to submit your enquiry form. These issues will persist until Google has a way of addressing them directly. If you are using Performance Max for an ecommerce campaign, you don’t have much to worry about. Google is able to see who is buying, just the same, so fake traffic isn’t much of an issue. However, if you are using it for lead generation, then it would be a good idea to find an alternative as soon as you can. Given the impact the traffic is going to have on your data, it is a waste of time, effort and resources to continue using it until a method of filtering out click farms arises. For now, the best option is using the less exciting but more reliable options on Google Ads that preceded Performance Max.  Hopefully, these problems are rectified in the near future, and Performance Max once again becomes a viable option.

To learn more about all things digital marketing, check out our blog.

Social media advertising has the ability to skyrocket both a brand’s profile and profits seemingly overnight. Since the rise of the mobile phone, our world has become social media-centric, with more than half of the world’s population having a digital profile on a social media platform. So what has the advertising world learned from over ten years of social media advertising? Let’s have a look at how to turn scrolling into conversions.

1. Incorporate videos in your advertising.

Social media interfaces continue to get more dynamic, striving to keep the user experience perpetually fresh. This continual reimagination of a social platform creates a hyper-competitive space for advertisers. Not only does a brand have to keep pace with the platform, but it also needs to tap into the mind of a consumer who’s become habituated to scrolling onto a fresh screen every few seconds.

Video advertising has become a mainstay of social media. It’s also one of the most conducive mediums for engaging and dynamic content. This is why videos now comprise an insane 82% of consumer internet traffic. Video content is a tried and tested medium for engaging a broad audience – it’s able to embody the fast-paced, ever-changing nature of social media.

A small suggestion: make your videos loopable. This involves having the same start and finish frame to create a seamless loop that can play for an infinite amount of time, retaining the viewer’s attention. Why is this important? Because videos on Facebook or Instagram’s feeds are auto-looped. This feature keeps the viewer watching a video more than once, which is great news for your ads – the more views you get, the cheaper your CPM is!

2. Taper your creatives for mobile.

While platforms such as Facebook, Instagram, Tiktok and Pinterest are accessible online, most user interaction happens on mobile phones. This means that in creating and implementing your ads, your focus should be on tapering to mobile. What does this look like?

• Keep it short and sweet: Six to ten seconds is considered the optimal length; avoid creating creatives longer than fifteen seconds.
• Design your ads to be engaging and sensical without sound. Particularly on Facebook and Instagram, you can’t be sure that your ad will have the sound on – many require the viewer to engage sound manually. Combat this by telling a visual story or by utilising captions and graphics.
• Make your video vertical: most people hold their phones vertically. You only have a short window to get their attention; you want your video maximised in size.

3. Use both static images and videos in a campaign.

According to Facebook’s research, it’s media variety that yields results in advertising campaigns. Pairing static images with videos in your campaign results in more conversions than image-only or video-only strategies.

4. Bring your brand to the front early.

Time is money – you need your audience to know straight away who you are and what you’re selling. This makes it easy to capture a motivated audience; ambiguity is the enemy! Keep it simple and answer these questions as quickly as possible:

• What’s your brand?
• What are you selling?
• How does it help me? (showcase the use of your product).

5. Colour and contrast stop the scroll.

Ensure your creative is utilising contrasting colours, bright backgrounds and features your ‘hero’ product front and centre. Maximise your chances of catching the viewer’s eye and stopping the endless scroll; bright captions or colours will shine the spotlight on your product.

6. Test, analyse, repeat.

For the greatest chance of success:

• Make a variety of assets that incorporate these points and test the ads against each other.
• Give the test some time and then crunch the numbers and analyse the data.
• Discover what’s working for you and what isn’t – get rid of what isn’t helping.

Repeating this process allows for continual refinement and improvement of your ads, leading to greater conversions. Over time you’ll have an idea of which ads resonate with which audiences or what platforms favour a specific style of ad. In addition, you’ll gain a greater understanding of not just your ads but also the social channels you advertise on. Remember, there’s no singular avenue to success – social media is an ever-changing, fluid machine. It takes continual effort to yield consistent results. However, the above points are a great starting point for all businesses.

If you have any questions about how your business could maximise its social results, hit the ‘Contact Us’ button and one of Unify’s social strategists would be happy to field your queries.

Black Friday has continued to grow in significance in Australia, jetting across from its origins in America to become the biggest day of retail sales in the country. We have concrete proof that Australians have not only adopted America’s post-Thanksgiving bargain hunt but that it’s become an expectation from consumers for companies to put together attractive discount offers of their products. For you and your business, it’s a necessity to meet this expectation, so you’re not left behind.

Consumers are ready to spend on Black Friday.

Because Black Friday has become a pillar of the consumer experience, customers are now saving their money in the preceding months, waiting to spend it across the sales. This is great news – it’s a business’ dream to have motivated shoppers who are ready to spend! It was estimated in 2020 that Australians would spend $5 billion during the four days of Black Friday sales, up from an estimated $3.9 billion in 2019. The reality of this motivated spending is harsh – depending on your preparation and campaign, it’s either you or your competitors who get that revenue.

Competitors will leave you behind.

Every year businesses are getting better prepared in their strategies for Australia’s biggest day of shopping. Constructing enticing deals and marketing them across the right platforms means customers are adding to their cart as soon as the sales go live. If your business is behind the eight ball in putting a strategy together, a lack of customer awareness may result in fewer sales than your competitors (no matter how great the discounts you’re offering are).

Are you ready for Black Friday?

Okay, so what do you need to do to be ready?

1. Crunch the numbers.

Before implementing any strategy for your business, you need to sit down and methodically calculate which of your products are best suited for the Black Friday sales. For example, do you have high quantities of certain items? Is there older stock you want gone? Or is the mark-up higher on certain products, allowing for greater discounts?

After you’ve got an idea of the best-suited products, work out how much you’re willing to discount them. Following this, consider what your ‘hero’ product of the sale will be – what item is the most eye-catching and memorable in your marketing collateral.

2. What advertising platforms will you target?

The next step is either engaging an advertising agency ­– who specialises in honing your message and targeting the right audience – or working on gaining this extensive knowledge yourself. This is one of the critical components of the process ­– no matter how much money you spend on advertising or how great your creative content is, you’re not going to see a return if it’s misplaced.

What’s your Google Search strategy?

When it comes to colossal shopping events such as Black Friday, Google Ads is the king of kings. With millions utilising the search platform to peruse and compare deals, your position in Google Adsdetermines how many eyes see your offer.

Unify’s Performance Director, Oliver Notley, says that for business owners, the key is to be prepared, “While Black Friday comes and goes in the blink of an eye, success is defined in the preceding weeks. Therefore, businesses should have their strategy in place and taper their ad copy to ensure consumers are aware of their deals long before they go live. Our analytics make it clear that customers search for Black Friday deals in advance; you can capture this audience with early implementation of your strategy, creating motivated consumers for when your discount offers drop.”

An area that gets overlooked, Oliver points out, is Google Shopping, “While Google Shopping won’t be the ‘do or die’ for your business, it’s an effective tool in generating awareness of your Black Friday offers. You can embed promotional extensions into your products on the platform, so if a potential customer views your products, this merchandise will follow them across a range of sites. This means that when you add that promotional extension, it will pop up with your products, making customers aware of your deal and motivating them to purchase.”

What’s your Facebook Ads strategy?

Advertising on Facebook is critical to maximising positive outcomes for your business during the sale period, says Oliver, “Facebook is a ‘push’ platform, meaning that it puts your brand out to customers who aren’t necessarily looking for your products or services. Everyone loves a deal, and there’s no better way of getting new customers onboard than an attractive Black Friday offer. Facebook takes your business to new markets and audiences.”

Now you may or may not have heard of CPMs (cost per thousand). If you haven’t, Oliver says it’s imperative to know how they’re impacted by the spike in advertising of Black Friday, “The two things that impact your CPMs are the quality of your advertisement and how much competition you have for advertising space. Because Black Friday creates exponential growth in advertising and increases competition, your CPM is going to increase regardless of if you promote special offers or not. So you’ve got to play ball or pay the price for your indifference.”

3. Send out an electronic direct mail (EDM).

We’re all the main characters of our lives, and even on a subconscious level, we want others to perceive us this way as well. By making your customers feel valued and important, you build up loyalty; one way of doing this is by sending out an electronic direct mail (EDM). Sending an email to your subscriber base, personally telling them about your Black Friday deals, allows you not only to target a motivated audience, but it strengthens your connection with the customer. So when they’re choosing who to spend their Black Friday budget on, you’re the first name that comes to mind.

It’s important not to leave your EDM too late ­– customers will receive an abundance of emails and yours may be lost in a sea of others if you wait too long. You could also consider starting your sale a few days earlier for your subscribers, rewarding them for their patronage. Alternatively, you could provide them with a catalogue that outlines your impending sales, giving them exclusive knowledge that puts them ahead of the crowd.

You make the rules this Black Friday.

We talk about Black Friday as if it’s a solitary day ­– it’s not. Black Friday has increasingly become sales that can last up to two weeks, with companies starting a week before and continuing for a week after. How your business decides to approach Australia’s biggest spending spree is entirely up to you. If you’ve prepared well and implemented an effective strategy, then why not maximise your success?

Get excited!

Most of all, get excited for Black Friday! It’s a retail event with wins for both businesses and consumers. Feeling like your business needs a Black Friday shake-up strategy? Unify can take the reins for you and maximise your profits this spending season.