Paid social
Search Engine Land is your source for paid social media marketing news and content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team, and subject matter experts from leading brands and agencies.
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Dig deeper into social media marketing:
YouTube Shorts guide: How to get noticed
Released by YouTube as an alternative to Reels and TikTok, Shorts are giving creators another option for sharing quick content.
LinkedIn announces Business Manager
LinkedIn's new centralized platform should make managing multiple assets easier for large enterprises and agencies.
5 new tools for LinkedIn creators to get more followers, visibility
LinkedIn creators can more easily be discovered – and gain followers – via the feed, search results and other platforms.
New Twitter ‘Search Subscribe’ feature coming soon?
You may soon be able to subscribe to receive push notifications for tweets matching any search queries you want.
Webinar: Benchmark your social media performance for a competitive edge
Get the trends and real-life examples of brands outperforming on social.
How to ensure influencers help your SEO campaigns
Here are the most common challenges – and solutions – to help you get the most SEO value out of working with influencers:
LinkedIn changing feed, will show less low-quality content, polls
LinkedIn says its latest feed changes are meant to give users a more personalized and relevant content experience.
TikTok Pulse puts brands next to the top 4% of videos
TikTok Pulse is an advertising revenue-sharing program that will launch in June in the U.S. for creators with at least 100,000 followers
Twitter Circle: Limit who can view your tweets
Find Twitter too toxic? Now you can limit who sees your tweets to 150 users of your choosing.
Elon Musk taking over Twitter, but most marketers not worried
Despite concerns about "free" speech, 58% of marketers we polled think Musk owning Twitter will be good for brands, marketers and users.
LinkedIn is rolling out a new website link feature
LinkedIn now lets you add a website link that will appear at the top of your profile. And you can customize the link text.
TikTok’s In-Feed Ads get more visual with Interactive Add-Ons
A handful of new interactive elements will help advertisers get more creative with In-Feed Ads.
Brave Search adds Discussions to search results
Brave Search Discussions come from Reddit and StackExchange and are meant to provide alternative or complementary viewpoints.
3 powerful micro-conversion strategies for paid social
Micro-conversions have the potential to decrease costs and improve conversion rates.
Pinterest for WooCommerce extension turns products into shoppable pins
Pinterest continues to expand its shopping features for retailers and improve the shopping experience for users.
4 tips for successful TikTok videos from TikTok
Want to create good TikTok videos? Here's what Tiktok advises, But these best practices will only get brands so far.
YouTube launching new search insights tool
You can now research what YouTube users, and your own viewers, are searching for, to find content gaps and create more relevant videos.
Marketers report Meta bug turning off Facebook ads
Make suer you check your accounts ASAP, since many said their best-performing ads were affected.
U.S. search ad revenue grew 33% to $78 billion last year
Digital ad revenue experienced tremendous growth in 2021, according to the IAB. Search continues to be the leading format.
The Great Marketing Reshuffle: 618,000 marketers changed jobs in 2021
And why brands or agencies that are trying to hire right now may want to offer remote work. Spoiler: demand is huge.
Twitter will let you leave a conversation through ‘unmentioning’
A new unmentioning feature lets you and your brands leave Twitter threads.
Pinterest prohibits climate misinformation in ads, content
Pinterest says any ads containing conspiracy theories, misinformation or disinformation around climate change are explicitly prohibited.
Twitter: Edit button coming (but you’ll have to pay to get it)
Twitter says it's been working on a feature that will allow users to edit tweets. The catch: it will only be available to Twitter Blue users.
Twitter for Professionals: How to switch to a Professional Account
Promising access to advanced tools, Professional Accounts are available to all Twitter users. But should brands and marketers convert?
How to create a three-tier blog strategy to increase revenue
Grow your bottom line faster with this content marketing strategy that influences newbies, intermediates and experts.
Twitter tests 3 new ad formats
Select brands now have access to Interactive Text, Product Explorer, and Collection ads on Twitter. Here's what they look like.
Facebook confirms ‘massive ranking failure’
A bug allowed Facebook posts with nudity, violence, Russian propaganda to appear in users' news feeds.
Facebook ads ‘Interest Categories’ may be up to 33% inaccurate
But before pulling ad spends to different platforms, it is worthwhile to assess the current account performance and make adjustments from that data.
Facebook warns publishers to avoid ‘watchbait’ tactics
These tactics will result in fewer recommendations, less views and limited ranking. Learn how to avoid what Facebook considers watchbait.
TikTok testing search ads
Many brands already know TikTok drives sales. TikTok search ads could help attract qualified traffic (and get valuable keyword data).
Twitter adds keyword search to Direct Messages
Good news for brands and businesses who use Twitter for customer service: you can now find DMs by searching for keywords.
Meta rebrands automated ad products, shopping campaigns coming soon
Meta is consolidating its products into the Meta Advantage suite, which allows advertisers to automate part of a – or an entire – campaign.
Instagram product tags rolling out to all U.S. users
Product tagging will make it easy for people to discover and buy your products via Instagram Shopping.
TikTok videos can now be 10 minutes
The maximum time for TikTok videos has increased. Users can now upload videos up to 10 minutes long.
LinkedIn launches podcast network aimed at professional audiences
If LinkedIn enables more brands to join, it may help B2B brands with podcasts, like agencies, get closer to their target audience than they might on other podcast platforms.
4 ways to own your own career path in digital marketing
If you find yourself going with the flow or doing a lot of hoping for your career, here’s how to start taking charge today.
LinkedIn’s Service Pages for freelancers adds features to showcase credibility
Service Page owners can now show the organization they work for and include media from their portfolio.
Facebook drops ‘News’ from News Feed in rebrand
The News Feed is no more. Facebook says the News Feed will now simply be known as the Feed.
The ultimate social media guide to building your brand in 2022
In this webinar, find out how you can connect meaningfully with your target audience.
Consumer research differentiates brands this holiday season
Shopping insights reveal ‘new normal’ shopping trends that may be here to stay - and tactics leading brands should implement now.