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In today’s edition:

• 📍 Today's Tip of the Day is for LinkedIn

• 🎯 Meta ads targeting tips

• Big changes to Instagram hashtags

• Gemini comes to iPhone

• 🗞️ Additional industry news from Instagram, Threads, and more

Are you looking for a way to streamline sharing content from your LinkedIn company page?

What if your admins could see and share your latest blog posts, YouTube videos, or podcast episodes without leaving the platform?

Connect RSS Feeds to Your LinkedIn Company Page 

This relatively new feature allows page admins to streamline content sharing by automatically generating draft posts from their own RSS feeds.

To connect a feed, go to your Company Page, navigate to Settings>Manage Content Sharing, and then enter the RSS feed URL for your blog, podcast, or YouTube channel.

When new content is published to your RSS feed, LinkedIn automatically creates a draft post that your admins can review, add to, and publish to your page!

Today's tip was inspired by Michelle J Raymond, a featured guest on the Social Media Marketing Podcast.

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Facebook and Instagram Ads Targeting Tips for 2025

Meta's approach to audience targeting has dramatically transformed over the past year.

For example, the platform removed hundreds of thousands of targeting options.

At the same time, Meta has continued to push advertisers toward using broader, AI-driven audience selection.

In this article, we break down the current targeting landscape so you can choose the best strategy for your needs.

The Impact of Account History and Data on Ad Optimization

One crucial factor in the success of Meta's AI ad features is the amount of historical data available in your account.

Accounts with more extensive advertising history and data points typically see better performance with AI-driven features.

This is particularly evident in Advantage Plus Audiences, where accounts with substantial historical data often see significantly better results than newer accounts or those with limited data.

Advantage Plus Audiences

Advantage Plus Audiences represents Meta's newest targeting solution. It allows advertisers to provide basic demographic suggestions while letting the AI handle most targeting decisions.

Through analysis of multiple accounts, ads expert Tara Zirker has observed an interesting pattern: these audiences often excel at generating leads but may underperform in final conversion rates.

This pattern appears in about 50% of accounts, making it crucial for advertisers to monitor lead generation and final conversion metrics when using this feature.

Broad Audiences

Despite initial skepticism from many advertisers, broad audiences have emerged as one of the most effective targeting approaches.

Zirker's extensive testing across various industries—from yoga studios to accountants to niche e-commerce categories—shows that broad targeting consistently delivers strong results and is successful in 70-80% of cases.

In fact, Zirker says that broad audience targeting is very effective for her own business, even though her audience is very narrow. She targets a very niche B2B audience of people who are spending less than five thousand dollars per month on their ads.

Pro Tip: When using broad audience targeting, resist the urge to add multiple demographic markers. Stick to an age range and add gender only when strictly necessary. Meta's algorithm handles the rest.

Lookalike Mashup Audiences

Zirker developed the lookalike mashup strategy to combat the declining effectiveness of traditional lookalike audiences.

Start with your best data sources, such as buyer lists or highly qualified leads.

Next, create a series of lookalike audiences from these high-value customer lists. You'll need:

• A 1% lookalike audience

• A 3% lookalike audience

• A 5% lookalike audience

• A 7% lookalike audience

• A 10% lookalike audience

When you have each of these lookalike audiences created, combine all five of them into a single mashup audience to use in a single ad set.

This approach often triggers Meta's algorithm, so the ads perform better than they would with individual lookalike audiences.

Today's advice is provided with insights from Tara Zirker, a featured guest on the Social Media Marketing Podcast.

Google Gemini for iPhone: Google has released its new Gemini app for iPhone users globally through the App Store. The free application features a minimalist design centered around a chat interface and conversation history. Users can interact with the Gemini AI using text input, voice commands, or by sharing images through their camera. The functionality mirrors users' access through the Google app's Gemini section or the Gemini website. It also includes Gemini Live, a new feature that provides a more interactive conversational experience comparable to ChatGPT's voice mode. Source: The Verge

Instagram Followers Cleanup: A new category called 'Deactivated account' identifies accounts that have been deactivated so users can easily spot and remove them from their followers list. Source: Lindsey Gamble via Threads

Instagram Hashtag Changes: Multiple sources report that the platform will remove the option to follow hashtags on December 13, 2024, and that hashtags you follow will no longer be visible in your feed. Source: Yahoo Finance

Snap Lens API Updates: One new API enables developers to create Lenses that directly interface with hosted multi-modal LLMs, and an Image Spatialization API uses generative AI to transform 2D images into 3D formats. Developers can integrate this API into their Lenses to generate realistic 3D effects that create an immersive experience with spatial anchors, basic location functionality, Lens unlock, and more. Source: Snap

Customized Feeds on Threads: Threads is testing a new customizable feed feature. The new functionality lets users switch between different feed options by pulling down the home screen to view and create personalized feeds focused on specific topics and people. Source: Moserri via Threads

Threads Social Graph: The platform announced it is removing the Instagram graph import from the Threads onboarding flow. Now, when you create a new account, you won't automatically follow the same accounts on Threads as you do on Instagram. Source: Moserri via Threads

Did You Know?

On this day in 1963, the first push-button phone was made available to consumers, but only to Bell Systems customers in Carnegie and Greensburg, Pennsylvania.