Diversifying your social platform strategy has always been important to building brand recognition, but it matters more than ever in our new age of privacy. A future proofed approach requires building a full-funnel social strategy that spans platforms. In this series, our experts discuss not only how to build a cross-channel, full-funnel strategy, but how to incorporate next-level measurement, creative that delights your customers and grabs their attention for a to create a first-rate customer experience with your brand.

1. 2021 Social Media
Advertising Series:
Thinking beyond last click: Measurement and
Strategy in a Cross Channel Environment
10am PT / 1pm ET
Upleveling your Customer Experience - No Matter
the Platform
10:50am PT / 1:50pm ET
From Discovery to Conversion: Creative Design that
Works
11:40am PT / 2:40 pm ET
Fireside Chat with Reddit
12:30pm PT / 3:30pm ET
Diversifying Media Strategy
Beyond Facebook & Instagram

2. From
Discovery to
Conversion
Creative Design that Works

3. Today’s Logistics
Kerry Mallett
Webinar Coordinator
Recording & slides will be sent
by tomorrow
01
Submit questions for live Q&A
04
03
Download relevant resources
Log back anytime with same link
02
02
Join our poll questions
05

4. Tinuiti is the largest independent performance
marketing agency across the Triopoly.
Employees
Media managed Award-winning culture*
$2B #1 800+
4
*AdAge Best Places to Work 2019-2021

5. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

6. Our Speakers
DIMOND GOODEN
Senior Manager,
Paid Social
MICHAEL CHACHULA
Founder & CEO

7. Agenda
● Curating for the funnel
● Awareness: Inspire Discovery
● Consideration: Become top of mind
● Conversion: Gain a new customer
● Q&A
7

8. What is your biggest challenge
with creative?
● Making my creative get customers’ attention
● Making my creative shoppable
● Making my creative authentic
POLL

9. According to a recent Nielsen study, the quality of ad creative
directly impacts a brand’s ROI on social channels. When it comes
to performance, creative is one of the largest drivers of success.
Great Creative Makes a Difference.
47% of a brands’ sales lift from social advertising
can be attributed to the quality of the creative
47%
Source: https://www.nielsen.com/us/en/insights/article/2017/when-it-comes-to-advertising-effectiveness-what-is-key/ 9

10. AWARENESS
Let users know who
you are and what
you have to offer
CONVERSION
Driving to point of sale
CONSIDERATION
Keeping your brand top
of mind when
consumers are planning
their next shopping
expedition
UPPER FUNNEL
MID FUNNEL
LOWER FUNNEL
10
Maximize Impact Towards Your Goals

11. 11
DESIGN WITH A PLATFORM FOCUS

12. Awareness
Inspire Discovery
Creative Strategy
12

13. Always Leverage Logos
Scroll-Stopping Creative
Concise Copy Overlays
Maximize Brand Recognition
13

14. Video is Key
Tell us your story, quickly!
14
Highlight the Brand Early
Brand association within 3 seconds of a
video’s start is positively correlated with
conversion and affinity lift.
46%
of consumers watch more video ads on
social media than on TV.
73%
of consumers have been impacted by a
brand’s social video presence when
making a purchase decision.

15. No video, No worries
Repurpose Still Imagery into Lightweight Videos
15
Static to Motion Slide Shows
Animated Copy

16. Why is UGC so important?
Now, more than ever, UGC inspires and drives purchase desire
16
46% 53% 65% 84%
of shoppers consult
social media before
making a purchase
Say UGC influences
product purchase
Seek out UGC before
making a purchase
Have made a purchase
based on influencer
recommendation

17. Inspire UGC Creation to drive discoverability
Help them help you.
17
Promote being social in physical packaging and in-box marketing materials
Send post-purchase email requests to “post and @tag” in a creative manner
Feature their posts on your social channels if you deem it appropriate

18. Consideration
Become top of mind
Creative Strategy
18

19. Break through the noise with differentiation!
Before & Afters Product Feature
Callouts
Customer Reviews Show Variety

20. 20
Driving Interactions and Engagement through experiential
ad formats
⃞ Open with your product/brand
⃞ Keep attention by utilizing fast-pace video
⃞ Utilize succinct text overlays; experiment
with poll and sticker overlays
⃞ Make your opening seconds count (~80% of
users drop off after 2 secs)
Polling is now supported
within paid Instagram
Stories
Tinuiti testing has found that stories
including polls drive a 10% higher CPM
but a 17% lower CPA
Instagram Story best
practices:

21. Connect with your audience by being
hyper-relevant
Speak directly to their interests
Align with holidays and moments

22. Micro Influencers vs. Macro Ambassadors
Embrace the spectrum.
22
Micro Influencers
● Close relationships
● Lower reach
● Higher engagement
● Less expensive
Macro Influencers
● Large/diverse audience
● High reach
● Lower engagements
● High cost

23. Conversion
Gain a new customer
Creative Strategy
23

24. Optimize Video
for Performance
24
31%
11%
For ad campaigns analyzed, on
average, short-form creative
achieved an 11% higher conversion
value vs. long-form creative.
For ad campaigns analyzed,
vertical or square creative on
average achieved a 31% higher
ROAS vs. horizontal creative.

25. Add a touch of personalization
25
Local Callouts
vs
Generic Copy
Double digit lifts in efficiency
Double the Click-thru-rate
RESULTS

26. 26
Creative Best Practices
Drive sales with shoppable ad formats
Collections
Select an engaging GIF or
video to introduce
products
Prominently showcase any
promotions within the
hero video
Curate product sets for
upcoming promotions
DPA Carousels
Consider tailoring context
cards to showcase new
arrivals or best selling
product sets
Test new body copy on a
biweekly to monthly
cadence to combat
creative fatigue

27. Shoppable
Collection Units
in Action
27
THE TEST:
Do Link Page Post ads or Collection Ads
drive higher return for sale periods?
THE RESULT:
Collection ads dynamically pulling in
products dramatically outperformed link
page posts. The “sell products” collection
layout encouraged category exploration
and increased purchase conversion rates.
RESULTS
Double digit lifts in ROAS and conversion rates

28. Shoppable Units
Off-Social

31. Learnings from Creative Testing
Full Page Shoppable Experience
31

32. Learnings from Creative Testing
Shoppable Views
32

33. Learnings from Creative Testing
Product Page Galleries
33

34. Learnings from Creative Testing
Homepage Galleries
34

35. Learnings from Creative Testing
Ambassador Specific Experiences
35

36. Learnings from Creative Testing
36
Ambassador Specific Experiences

37. Learnings from Creative Testing
37
Ambassador Specific Experiences

38. Learnings from Creative Testing
From social to email
38

39. Key Takeaways
● Creative strategy is an essential part of any
activation plan
● Curating your message will inspire users to
take action
● UGC is incredibly powerful, so get started with
it if you haven’t yet
● Help and inspire your customers to create UGC
by helping them through creative messaging
● Ensure you showcase and maximize your UGC
on-site and in email once you get it

40. Schedule Your
Consultation
with a Social
Expert

41. Q&A

42. The Future of
the Web is here.
Find out everything around new restrictions,
cookies, IDFA, first-party data, and all things
privacy from our Tinuiti experts.
Learn More >
tinuiti.com/privacy-forward

43. Thank you!

44. 2021 Social Media
Advertising Series:
Thinking beyond last click: Measurement and
Strategy in a Cross Channel Environment
10am PT / 1pm ET
Upleveling your Customer Experience - No Matter
the Platform
10:50am PT / 1:50pm ET
From Discovery to Conversion: Creative Design that
Works
11:40am PT / 2:40 pm ET
Fireside Chat with Reddit
12:30pm PT / 3:30pm ET
Diversifying Media Strategy
Beyond Facebook & Instagram