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📊 Instagram Algorithm Shift, Meta’s ad attribution update, and more

📊 Instagram Algorithm Shift, Meta’s ad attribution update, and more

Shaival Mehta
July 04, 2024

Your AI curated newsletter

4th July 2024

Using the power of AI to save you hours skimming through unimportant articles.

TOP RANKED ARTICLES OF THE DAY

1. Instagram Algorithm Shift: Why ‘Sends’ Matter More Than Ever

In the latest update, Instagram is prioritizing shareable content, with the 'sends per reach' metric becoming a crucial ranking factor. This measures how often users share a post through direct messages relative to its total views. Head of Instagram, Adam Mosseri, emphasized creating content that users want to share with close friends and family to improve reach and engagement. Rather than forcing shareability, focus on authentic, engaging content that resonates personally with your audience. This shift encourages marketers to refine their strategies to boost visibility and user interaction.

Instagram’s 'Sends Per Reach' Metric

Focus: Measures shares via direct messages relative to total views.
Goal: Promote content that users find valuable enough to share.

Creating Shareable Content

Authenticity: Create content that naturally encourages sharing.
Engagement: Foster deeper connections by targeting content that resonates personally with users.

Practical Tips

Content Strategy: Refine strategies to enhance shareability.
Monitoring: Track and adapt based on the 'sends per reach' metric.

This update highlights the importance of creating engaging, shareable content to boost reach and engagement on Instagram.

2. Meta’s ad attribution update gives clearer view of conversions

Meta has introduced a new ad attribution update that provides clearer insights into conversions. Advertisers can now distinguish between all conversions and first-time conversions, helping to address concerns about inflated performance metrics.

New Attribution Options

All Conversions: Includes every conversion after an ad interaction.
First Conversion: Only counts the initial conversion after an ad interaction.

Why It Matters

Accuracy: Helps advertisers better understand ad performance and customer acquisition costs.
Implementation: Available in Ads Manager under Attribution settings.

This update aims to provide more accurate data, enabling better evaluation of ad campaigns and budget allocation.

3. Demand Generation vs. Lead Generation

Here’s the difference between demand generation and lead generation, and how to use both to your advantage.

Demand Generation

Demand generation is all about creating awareness and interest in your products or services. It’s a long-term strategy focused on building brand visibility and nurturing prospects until they’re ready to convert.

Objective: Drive awareness and interest.
Approach: Content marketing, social media engagement, and educational resources.
Outcome: Increased brand recognition and an engaged audience.

Lead Generation

Lead generation, on the other hand, aims to capture the interest of potential customers and convert them into leads. It’s a more direct approach, targeting individuals who are already aware of your brand.

Objective: Capture leads and convert them.
Approach: Gated content, webinars, and direct outreach.
Outcome: A database of potential customers ready for further engagement.

Integrating Both Strategies For a robust marketing strategy, integrate both demand generation and lead generation.

Top Funnel: Use demand generation to attract and engage a broad audience.
Mid to Bottom Funnel: Implement lead generation techniques to capture and nurture leads.