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Social Media Bites #62

Welcome back to our Weekly Social Media Bites! It's a brand new week and we have the latest snippets of what's happening in the social media sphere and adland below.


TikTok Publishes Valentine’s Day Marketing Guide

With Valentine’s Day fast approaching, TikTok has shared a new guide to help marketers tap into the event, and create more resonant campaigns in response to key trends among TikTok users. First off, TikTok shares insights into the popularity of the event in the app, highlighting the interest in Valentine’s Day among its users. TikTok also shares the most used hashtags around the event, as well as an overview of the products that TikTok users are most interested in in relation to Valentine’s Day celebrations. There’s also a listing of related events and opportunities, providing some valuable pointers for brands. The final element of the guide looks at key planning pointers, including the best ad types, key angles for your promotions, and essential planning notes.

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Meta To Remove More Detailed Targeting Options For Ad Campaigns

Starting January 15, 2024, Meta will be removing or consolidating some detailed targeting options that relate to topics people may perceive as sensitive. Existing ad sets with impacted targeting options will continue to run until March 18 2024, but will require the advertiser to update his targeting selections. After this date, Meta will stop delivering ads to the discontinued detailed targeting options, and impacted ad sets may be paused.

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YouTube Says That Its Thumbnail A/B Testing Option Is Coming Soon

Last June, YouTube previewed its coming A/B thumbnail testing option, which will provide another means to help creators optimise their content performance. The feature is currently still in testing, but YouTube’s thumbnail testing option will enable creators to upload three thumbnail variations for each video, then run them in a comparative test for up to two weeks. From there, you’ll be able to choose the best-performing attention-grabber, which could be another way to improve video engagement.

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Yeo's Ushers In CNY With Limited-Edition Packaging And Heart-Warming Film

Food and beverage group Yeo Hiap Seng (Yeo's) is marking the Year of the Dragon with a new “Savour the Joy of Togetherness” campaign featuring a heart-warming brand video and limited-edition packaging for its packet drinks. “Savour the Joy of Togetherness” underscores the importance of family gatherings not just during the annual reunion, but throughout the entire year. The new packaging will feature a dragon, phoenix and lion, along with traditional good fortune greetings.

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SUSS Adds A Pop Of Colour To Its School In Vibrant Rebranding

The Singapore University of Social Sciences (SUSS) has unveiled a refreshed brand identity, complete with a modernised logo, rejuvenated colour palette, and updated visual elements. This move forms part of its strategy to enhance its positioning as the leading university for social good. Driven by the campaign “Dream, Dare, Do”, the comprehensive brand refresh will be rolled out across key internal and external channels. The campaign seeks to embody the spirit of SUSS and its resolve to empower its students, staff, faculty, and partners to chase their dreams and conquer challenges.

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Hello To More Adventures: Tailored Experiences In Hong Kong Await You

Amid a travel resurgence, Hong Kong is welcoming Southeast Asian explorers through its “Hello Hong Kong” campaign, introduced by the Hong Kong Tourism Board (HKTB) in February 2023. Over the past year, the campaign has kicked-off with the promotion of a 500,000 air tickets giveaway to overseas visitors, the activation of over 100 content creators, and the organisation of a media familiarisation trip with 60 media in Southeast Asia. The integrated initiative not only injected vitality into the city’s tourism, but also yielded steady growth and a significant recovery in Hong Kong’s tourism sector.

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