LEARFIELD
The Social Scoop
Digital & Social Activation
Twitter Updates Paid
Partnerships Policy to
Ensure Brand Transparency
Twitter has updated its Paid Partnerships
Policy to ensure more transparency in
paid promotions within tweets such as
influencer deals and how they’re
communicated within social apps.
As you can see in this update note above,
Twitter’s now reinforcing its stance that
all paid partnerships must be disclosed
with the #ad tag in the tweet. Twitter
further noted that #paidpartnership and
#sponsored are also acceptable
disclosure tags as well.
Twitter’s renewed push makes sense, as
it works to align with regulatory
expectations, while still enabling brand
deals in the app. Twitter also doesn’t
have paid partnership tags like Meta,
which means that its disclosures are even
more reliant on user action, and adding
relevant tags to any such promotions. For
brands, it’s a good reminder to ensure
that you’re adhering the rules around
such, and what specific tags you should
be adding to any sponsored tweets to
avoid confusion and penalty. Influencers
also need to be aware with the increased
transparency helping to ensure
audiences are informed of brand deals.
Twitter Launches Updated
Tweet View Count Display
Twitter has updated its new view count
display on tweets, which Twitter believes
could be a good way to encourage more
Twitter users to engage in the tweet
conversation.
Last month, Twitter rolled out its new
view counter display on all tweets,
providing more context on the exposure
of tweeted content. While some people
have found the additional insight
valuable, many had also criticized the
format due to a disruption in the balance
of tweet metric displays.
 What's New & Coming Soon
Now, the improved solution still displays
total tweet impressions (views), but
doesn’t complicate the existing tweet UI.
Though there is still a question as to
whether it’s a valuable addition or not.
TikTok Adds New Video
Insights Element to Dig
Deeper into Content Trends
TikTok’s looking to help creators get a
better understanding of their video
performance, and the specific elements
that work in each clip, with a new Video
Insights analytics element, now available
within the Reporting section of TikTok
Ads Manager.
You can now tap through to get specific
insights about the performance of each
of your uploaded clips. As explained by
TikTok: “On the Video Insights home page,
you can explore broader performance
Quinn & Taylour's
Quality Tip!
Please be sure to double check your selected
campaign objective within Ads Manager to ensure it
is correctly set for the right goal. (Ex. Landing Page
Views is the default pre-selected goal for traffic
campaigns, so it must be switched to Link Clicks
before publishing to pace accordingly)!
trends in your video library and compare
against industry benchmarks for each
metric. Click any video to open up deeper
insights, including frame-by-frame
engagement, ad spending over time,
audience breakdown, and even comment
analysis by sentiment and theme.”
The new overview provides data on
comparative ad performance (vs
industry benchmarks), insight into how
specific elements in your clips are
resonating, audience breakdown
insights and more.
Instagram Chief Says Photos
Will Get More Focus on the
Platform in 2023
Instagram chief Adam Mosseri says that
the platform has gone too hard on
pushing videos, and will look to make
photos more of a focus in 2023.
What the Tech are Landing
Page Views?
A Landing Page View is when a user successfully lands
on a destination URL after clicking a link in your ad.
To properly report on Landing Page Views, a pixel is
required in order to collect specific data & corresponding
metric results that accurately reflect how the ad was
optimized. The objective & goal set reflect how the
ad's delivery & performance will be prioritized.
 What's New & Coming Soon
As per Mosseri: “I think we were
overfocused on video in 2022 and pushed
ranking too far, and basically showed too
many videos and not enough photos. We’ve
since balanced, so things like how often
someone likes photos versus videos, and
how often someone comments on photos
versus videos, are roughly equal, which is a
good sign that things are balanced.”
Mosseri further notes that photos will
remain a key focus for the app, and that
maintaining the right balance in this
respect will be key.
Meta’s Updating the
Terminology for Accounts
Reached within Ad
Campaigns
Meta has announced an update to the
terminology that it uses to display
performance metrics, with the term
‘people’ being updated to ‘Accounts
Center accounts’ within Ads Manager,
Ads Reporting, Ads Help Center,
Commerce Insights and Instagram
Insights.
As explained Meta: “Our calculation
methodology for these metrics is not
changing. The numbers you see in your
reporting are the same as before; the only
difference is the name. For example, if a
person has one Facebook account and one
Instagram account that are linked, they will
be counted as one Accounts Center account.
However, if those same accounts are not
linked, they will be counted as two separate
Accounts Center accounts for ads planning
and measurement purposes.”
So it comes down to whether their
accounts are connected or not. While
this update doesn’t change anything in
regards to how the data is collected,
instead of your stats saying that your ad
reached ‘1,000 people’, it’ll now say your
ad reached ‘1,000 Accounts Center
accounts’.
“When a person has more than one
account and has not added them to the
same Accounts Center account, then
actions (such as clicking on an ad, liking
photos, or adding comments) taken on the
separate accounts are counted separately
even though they were performed by the
same person. This means that if someone
with multiple accounts that have not been
added to the same Accounts Center clicked
on a post while using their Facebook
business Page and then switched to their
personal Facebook profile and clicked on
the same post, we would count these as
link clicks by two Accounts Center
accounts, not one. But if that person had
added both of those accounts to the same
Accounts Center then we would count this
as one Accounts Center account link click,
and two link clicks total" Meta explained.
 Ads Manager Updates
*NEW* Twitter Engagement
Audiences + Retargeting
Introducing Engagement Audiences, the
new way to retarget people on Twitter!
Engagement Audiences reconnect you to
people who’ve already shown interest in
your brand. Now you can retarget people
who saw and engaged with your tweets in
the past, along with the option to select
the specific engagement and tweet type.
Ads Manager Preview:
*NEW* Twitter Radius
Around a Location
Say hello to Twitter's radius location geo-
targeting! This new addition enables
advertisers to target ads around a
specific location with a 1 to 50 mile
radius. Now, with geographies: countries,
regions, metros, cities, postal codes, and
radius as options, narrowing your ad to fit
its specific target audience just got easier!
Ads Manager Preview:

TECH TALK: The Meta Ad Review Process & Rejection Errors

Why are some ads approved, then rejected?
Previously approved ads can be selected for another review for a number of reasons, including if people hide,
block, report or otherwise provide negative feedback about an ad, all of which could help indicate that Meta
missed something during the review process. For example:
It could be done at random to help ensure accuracy.
If it receives unexpectedly high levels of engagement, especially when people block or hide ads.
Meta also uses a combination of signals, including reports from people, to help identify if we missed
something during the review process.
If an ad is going through additional review, you won't be notified unless it's found to violate Advertising
Standards. If it is found to violate policies, it will be rejected and stop delivery of the ad.

Why are some ad errors inaccurately rejected?

Explanation from Meta: "Reviewing ads from our advertisers against our Advertising Standards is essential,
but it is not without challenges. Our enforcement isn't perfect, and both machines and people make
mistakes. When we launch a new policy, it can take time for the various parts of our enforcement system,
both automated technology and trained global teams, to learn how to correctly and consistently enforce the
new standard, but as we gather new data and feedback, our machine learning models get better and our
automated enforcement improves".
 Campaign Highlights
Montana +
Lithia Chrysler Jeep Dodge of Missoula
Prize Details:
Chance to win (2) Canyon Club
tickets + VIP hospitality passes +
pre-game sideline passes!
Key Stats to Know:
Best CTR 87% Above Average
Best CVR 44% Above Average
3rd Most Entries of the Week
2nd Best ERI 58%
Above Average
Georgia +
Community Coffee Company, L.L.C.
Prize Details:
Chance to win (2) game day
tickets + a (2) night hotel stay
+ a $500 gift card for travel
expenses + (1) community coffee
gift basket + (1) UGA swag bag!
Key Stats to Know:
2nd Best Sponsor Opt-In
Rate 33% Above Average
3rd Most Engagements &
Link Clicks of the Week
Top 10 Ranked ERI 30%
Above Average
Top 10 Ranked CTR 29%
Above Average
Top 10 Ranked CVR 28%
Above Average
Florida State +
Wawa
Prize Details: Aggregate Metrics:
Chance to win (4) game day
tickets + (4) VIP hospitality
passes + a Wawa prize pack!
Key Stats to Know:
Top 10 Ranked Sponsor Opt
In Rate 20% Above Average
Best ERI 88% Above Average
Best CTR 70% Above Average
Best CVR 41% Above Average
Enter to Win
Lead Generation | MMR Region 1
Activated By: Miranda Myford
Aggregate Metrics: Demo Link
Reach: 41,517
Impressions: 107,243
Engagements: 6,404
Engagement Rate: 5.97%
Link Clicks: 3,792
Click Through Rate: 3.54%
Entries: 3,178
Conversion Rate: 85.57%
Sponsor Opt-In Rate: 31.62%
Aggregate Metrics:
Reach: 99,192 Enter to Win
Impressions: 206,371 Lead Generation | MMR Region 1
Engagements: 9,164 Activated By: Chase Morgan
Engagement Rate: 4.44% Demo Link
Link Clicks: 3,845
Click Through Rate: 1.86%
Entries: 2,529
Conversion Rate: 72.90%
Sponsor Opt-In Rate: 51.40%
Enter to Win
Lead Generation | MMR Region 1
Activated By: Chase Morgan
Demo Link
Reach: 38,942
Impressions: 137,347
Engagements: 8,281
Engagement Rate: 8.42%
Link Clicks: 4,574
Click Through Rate: 4.65%
Entries: 4,483
Conversion Rate: 83.10%
Sponsor Opt-In Rate: 45.28%
 Campaign Highlights
Michigan +
StubHub
Prize Details:
Chance to win (2) tickets vs. Ohio
State + a (2) night hotel stay + a
$500 visa gift card for travel + a
Jim Harbaugh signed football!
Key Stats to Know:
Best ERI 84% Above Average
Best CTR 96% Above Average
2nd Best CVR 42%
Above Average
Sponsor Opt-In Rate 14%
Above Average
UT San Antonio +
Follett Campus Store
Prize Details: Aggregate Metrics:
Chance to win (4) 50 yard line
game day tickets on 11/26 +
pre-game sideline access
+ UTSA merchandise!
Key Stats to Know:
2nd Best Sponsor Opt-In
Rate 44% Above Average
3rd Best CVR 34%
Above Average
Top 10 Ranked ERI 48%
Above Average
Top 10 Ranked CTR 59%
Above Average
Mississippi +
Ashley Homestore
Prize Details: Aggregate Metrics:
Chance to win (4) home game
day tickets + the grand prize
winner will receive a $2,500
furniture shopping spree!
Key Stats to Know:
Top 10 Ranked CVR 30%
Above Average
Sponsor Opt-In Rate 11%
Above Average
2nd Best ERI 78%
Above Average
2nd Best CTR 86%
Above Average
Enter to Win
Lead Generation | MMR Region 2
Activated By: Brenna Mason
Aggregate Metrics: Demo Link
Reach: 50,048
Impressions: 114,085
Engagements: 9,127
Engagement Rate: 8.00%
Link Clicks: 4,561
Click Through Rate: 4.00%
Entries: 3,825
Conversion Rate: 84.36%
Sponsor Opt-In Rate: 42.27%
Enter to Win
Lead Generation | MMR Region 1
Reach: 21,816
Activated By: Leslie Fuentes
Impressions: 91,124
Demo Link
Engagements: 4,881
Engagement Rate: 5.36%
Link Clicks: 2,333
Click Through Rate: 2.56%
Entries: 1,806
Conversion Rate: 77.28%
Sponsor Opt-In Rate: 57.86%
Enter to Win
Lead Generation | MMR Region 1
Reach: 38,216 Activated By: Miranda Myford
Impressions: 172,618 Demo Link
Engagements: 12,864
Engagement Rate: 7.45%
Link Clicks: 6,053
Click Through Rate: 3.51%
Entries: 4,162
Conversion Rate: 74.28%
Sponsor Opt-In Rate: 41.33%
 Campaign Highlights
Penn State +
DelGrosso Foods
Prize Details: Aggregate Metrics:
Chance to win (4) game day
tickets vs. Penn State + (4)
hospitality tailgate passes +
a DelGrosso Foods variety
sauce pack.
Key Stats to Know:
Top 10 Ranked ERI 47%
Above Average
Top 10 Ranked CTR 62%
Above Average
Best CVR 45% Above Average
2nd Most Entries of the Week
Top 10 Ranked Sponsor Opt-
In Rate 18% Above Average
UMass +
Big Y Foods
Prize Details: Aggregate Metrics:
Chance to win tickets to Men's
and Women's basketball games +
Big Y Market gift cards!
Key Stats to Know:
Best Sponsor Opt-In Rate
77% Above Average
Top 10 Ranked CVR 14%
Above Average
Top 10 Ranked CTR 83%
Above Average
Top 10 Ranked ERI 51%
Above Average
Georgia +
Kroger
Prize Details:
Chance to win (2) game tickets +
(2) VIP pre-game hospitality
tickets at Park Bar + a (2) night
hotel stay + a $500 Kroger gift
card + (1) UGA swag bag!
Key Stats to Know:
Best ERI 70% Above Average
Best CTR 79% Above Average
Most Engagements
2nd Most Link Clicks
3rd Most Entries
2nd Best Conversion Rate
36% Above Average
Sponsor Opt-In Rate 11%
Above Average
Enter to Win
Lead Generation | MMR Region 2
Activated By: Chase Morgan
Demo Link
Reach: 77,487
Impressions: 226,335
Engagements: 11,985
Engagement Rate: 5.30%
Link Clicks: 6,004
Click Through Rate: 2.65%
Entries: 13,747
Conversion Rate: 86.36%
Sponsor Opt-In Rate: 44.27%
Play to Win
Digital Game | MMR Region 2
Activated By: Aubrey Slavin
Demo Link
Reach: 33,236
Impressions: 98,364
Engagements: 5,435
Engagement Rate: 5.53%
Link Clicks: 3,310
Click Through Rate: 3.37%
Entries: 2,273
Conversion Rate: 63.26%
Sponsor Opt-In Rate: 83.46%
Enter to Win
Aggregate Metrics: Lead Generation | MMR Region 1
Reach: 119,675 Activated By: Chase Morgan
Impressions: 177,050 Demo Link
Engagements: 19,142
Engagement Rate: 10.81%
Link Clicks: 12,180
Click Through Rate: 6.88%
Entries: 8,426
Conversion Rate: 79.01%
Sponsor Opt-In Rate: 41.15%
 Campaign Highlights
Texas Tech +
Texas Farm Bureau Mutual Insurance
Prize Details: Aggregate Metrics:
Chance to win a head
coach Joey McGuire full
size autographed helmet!
Key Stats to Know:
2nd Best ERI 43%
Above Average
2nd Best CTR 75%
Above Average
Best Conversion Rate 39%
Above Average
Most Entries & Link Clicks
of the Week
2nd Most Engagements
of the Week
Appalachian State +
R&D Brewing
Prize Details:
Chance to win a VIP tour of the
stadium + a head coach Shawn
Clark signed football + (4) 2023
game day tickets of your choice +
(4) pre-game sideline passes to a
2023 game of choice + a
Mountain Brew branded tent,
Yeti, and gift card!
Key Stats to Know:
Best ERI 48% Above Average
Best CTR 86% Above Average
3rd Most Engagements &
Link Clicks of the Week
2nd Best Conversion Rate
37% Above Average
2nd Most Entries of the Week
Enter to Win
Lead Generation | MMR Region 1
Activated By: Lauren Lanier
Demo Link
Reach: 44,434
Impressions: 172,072
Engagements: 8,707
Engagement Rate: 5.06%
Link Clicks: 5,268
Click Through Rate: 3.06%
Entries: 4,161
Conversion Rate: 81.13%
Enter to Win
Lead Generation | MMR Region 1
Activated By: Leslie Fuentes
Aggregate Metrics: Demo Link
Reach: 33,352
Impressions: 92,953
Engagements: 4,989
Engagement Rate: 5.37%
Link Clicks: 3,248
Click Through Rate: 3.49%
Entries: 2,852
Conversion Rate: 80.04%
Sponsor Opt-In Rate: 32.12%