Good morning, Marketers, let’s look back on social media marketing.

As we reflect on 2019, we’re taking stock of the changes and trends that will help shape marketing in 2020. Yesterday, we looked at Facebook and Instagram happenings. Today, we focus on other social channels with a selection of influential stories and a Pro Tip from the community.


Taylor Peterson
Deputy Editor

1. LinkedIn looks to improve ad targeting, attribution capabilities with Drawbridge acquisition by Amy Gesenhues
Drawbridge’s technology will be used to help improve reach for LinkedIn’s Matched Audiences and Audience Network campaigns and provide better attribution.

2. Pinterest broadens e-commerce capabilities with ‘Complete the Look’ tool by Amy Gesenhues
The visual search feature will recommend fashion and home decor products based on the context of an image.

3. Quora adds 3 new targeting options for advertisers by Ginny Marvin
The new options include keyword history targeting to retarget people who’ve viewed questions with keywords you’re targeting within a specific timeframe.

4. Is it time to pay more attention to Reddit? For advertisers focused on niche audiences, the answer is yes by Amy Gesenhues
The second installment in Marketing Land’s series on paid social and how platforms are shifting in the new era of social media marketing.

5. Snapchat extends video ads to 3 minutes, adds new features, Goal-Based Bidding by Amy Gesenhues
The new bidding option lets advertisers optimize for 15-second video views.

6. Twitter introduces 6-second viewable video ad bids by Amy Gesenhues
Brands will only be charged if their 15-second (or shorter) video ad is viewed for at least six seconds.

7. TikTok teases social commerce capabilities with shoppable video test by Amy Gesenhues
The company confirmed the e-commerce feature is in beta.

Pro Tip Throwback

Here’s why you need to post the right kind of content on LinkedIn

“Posting on LinkedIn can be hit or miss, as few guides have covered how to ‘hack’ the algorithm. That’s why I believe your success on LinkedIn (in terms of posting) depends on what works best for you and your audience,” explains Jessica Foster of Keys&Copy. “Try different content methods – long-form posts, images, videos, shared blog posts – to see which get the best engagement. One thing to note is that it is difficult to test the success of your content without being consistent. You should post different types of content, multiple times throughout the day and then assess the results. If you are simply posting one short post per day, it’s unlikely that you will get any tangible data. You may also want to look at what your competitors are posting and which types of posting are getting the most engagement there.”

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Is it time to consider an identity resolution platform?

Connecting consumer identifiers has become a mandate for enterprise marketers trying to meet customer expectations for a consistent, personalized brand experience. This MarTech Today guide examines the market for identity resolution tools and what you should expect when implementing this software into your business. It includes profiles of 12 leading vendors, pricing information, capabilities comparisons and recommended steps for evaluating and purchasing.

Read more »

Resource Spotlight

Martech Replacement Survey 2020

Organizations are on an ongoing quest to update and improve their technology stacks as the number of marketing technology applications and vendors has skyrocketed. An overwhelming 83% of marketers reported that their organization upgraded or replaced at least one martech application in the last 12 months. This report reveals the motivations and processes that drive organizations to replace martech applications and why it matters to marketers and martech vendors.

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