For TikTok and Insta, it’s Super Like summer

Today’s Social Media advertising rates are returning to earth:

↗️ YOUTUBE: $2.71CPM | ↘️ META: $6.38 CPM |↘️TIKTOK: $4.94 CPM

In this week’s edition: 

• 🛒Amazon adds lead-gen to its cart

• The dream team: Apple + Taboola? ‼️

• ⚠️Buyer beware: In the weeds with Spotify and Reddit

But first…

🦸 Super Likes just got super-er

Have you seen TikTok’s custom Super Likes? Check out this one for Inside Out 2 that’s making the rounds. And yes, these are now available—with a 3-4 week lead time, and with the caveat that the feasibility depends on your overall campaign value and the TikTok team’s bandwidth. The new option lets you customize the number of logos or images, their size, and their movement.

The Inside Scoop🍦: Now trending in performance media

📷 Instagram: Speaking of Super Likes, Meta is experimenting with its own option for Instagram Stories—but different from a TikTok Super Like. Instead, up to once per day, it would let users show their enthusiasm for a Story by pressing and holding the Like button—which would then show the creator that someone really liked their post. Think of it as, uh, Like Plus? There’s no immediate paid component to this, but the feature could act as an algorithm signal, telling the system what content or accounts someone is most interested in.  

Meta is also rolling out a new feature that showcases custom offers directly on Instagram ad call-to-action (CTA) buttons. From what we can tell, it’s not yet available in all ad accounts. Here’s how it works: 

• Use the new 'Ad sources' section at the ad level. Choose the Offer type and set a percent discount or cash discount amount. You can also choose to select a specific valid date range.

• You can add up to 20 offers. Meta will then show one specific offer to the user based on what they predict the user is most likely to respond to.

• The CTA button with the offer can only appear on Instagram Stories. Supported campaign objectives are Traffic, Engagement, Leads or Sales.

• Here’s a peek at what it’ll look like to the user:

Coming soon: Meta is adding banner-style overlay ads to Instagram Reels.There are two formats: single image, and image carousel. This is a gradual rollout, so it may not be available yet in all accounts.

🛒Amazon has a new lead-gen beta for businesses that don’t sell products on Amazon. Similar to other platforms like Meta and LinkedIn, potential customers can sign up directly within the ad creative. Placements can be found on the Amazon homepage and product detail pages, owned and operated sites like Twitch and IMDb, and third-party sites & apps.

🕰️ TikTok: Looking for a way to tap into the Summer Olympics conversation? According to TikTok, the platform’s users are just as likely to watch Olympics content on TikTok (58%) as they are to watch the live broadcast on TV (57%).

There’s a new way to buy native ads within the Apple News and Apple Stocks apps in the U.S., U.K., Canada, and Australia: They’re now being powered by native-advertising powerhouse Taboola. Previously, NBCUniversal had an exclusive deal with Apple to sell these ads. You can still use NBCU to purchase the ads in the U.S. and the U.K., but it’s no longer an authorized reseller in Australia and Canada.

⚠️ Media Buyer Beware

Our teams have noticed some unexpected behavior when optimizing Spotify campaigns for certain KPIs—specifically, we’ve seen campaigns optimized for impressions having a lower cost-per-view (CPV) than video views campaigns.

• We suspect the culprit might be the inclusion of Opt-In Video Ads that live under Spotify’s video views objective. These ads auto-play with sound off in the Now Playing View (NPV)—where users can choose to interact by unmuting and expanding the ad to full-screen, tapping to visit the advertising URL, or dismissing it.

Another word of caution: Be careful with Reddit’s lowest-cost bidding, which tends to spend through a full day’s budget in less than an hour.

🐘The Elephant In the Room: Our weekly office poll!

What do clients really want from their agency? New research highlighted by Digiday reports that clients want industry expertise, agility, and empathy. Marketers “expect their agency counterparts to act as an extension of their team, coming with industry knowledge and faster execution.” And, just as importantly, they want . . . shorter decks. Clients “don’t need 200 slides decks and 57-step strategic processes,” one agency researcher says.

Agreed! But what we want to know is: how many slides is too many? Admit it: You’ve gone overboard once or twice. This is a judgment-free zone. Speak your truth.

📊 Last week’s poll results: Are you seeing too many TikTok Shop ads? (Our first unanimous decision!)

🟩🟩🟩🟩🟩🟩 The TikTok Shop Ads: There Are Too Many Of Them 

⬜️⬜️⬜️⬜️⬜️⬜️ I’m OK with the TikTok Shop Ads 

⬜️⬜️⬜️⬜️⬜️⬜️ I Wish There Were More TikTok Shop Ads (Don’t Shame Me)

Thanks for reading! We’ll be back next week to fill your inbox with more tips, tricks, and treats from the addressable universe.

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