Q2 2021 Paid Social Media Recap

Dana Haltiwanger StrubBlog, Social Media

We are halfway through the year and Parallel Path has curated the latest news from Q2 when it comes to all things Paid Social media. Ad Spend Trends Merkle reported in their Q2 recap that digital ad spend on Facebook saw a significant increase of over 68%. Impression growth was not reported to see an increase which means there is … Read More

Facebook Retargeting Solutions After iOS14 Updates

Dana Haltiwanger StrubBlog, Regulatory, Social Media

It is no secret that the iOS14 updates have thrown a wrench into digital advertising strategies this year. In the past, retargeting based on website traffic had been very successful in driving conversions. However, now that a lot of people are opting out of data tracking, advertisers are not seeing the same success or audience sizes that they had been … Read More

Facebook Advertising Creative Best Practices

Dana Haltiwanger StrubBlog, Social Media

Best Practices  Developing the right creative is very important to the success of your Facebook advertising campaign and there are so many rules and guidelines it can be difficult for businesses to keep track. That is why the team at Parallel Path has compiled a list of best practices for you to reference as you develop your creative images, videos, … Read More

Q1 2021 Paid Social Media Recap

Dana Haltiwanger StrubBlog, Social Media

Q1 2021 is officially a wrap and as is tradition, Parallel Path has curated the latest news when it comes to all things Paid Social. Ad Spend Trends Socialbakers’ data showed Facebook and Instagram ad spend was up 60% year-over-year — an impressive growth rate after a record-setting year for social media ad spend. Facebook’s ad reach grew around the … Read More

Facebook Ads iOS14 Updates

Dana Haltiwanger StrubBlog, Marketing, Social Media

How Apple’s Recent Release Could Affect Your Facebook Advertising You have probably heard by now that Apple’s recent iOS 14 update will impact Facebook advertising, but you may still be wondering exactly how this will unfold. There are still a lot of questions that remain unanswered, but we’ve compiled what we know so far and some tips to help you … Read More

Clubhouse – The Newest Social Media Platform You Should Be On

Paris OsbornBlog, Health and Wellness, Social Media

Clubhouse App User

A Guide for Health, Wellness, and Lifestyle Brands    What is Clubhouse? It seems like everyone’s raving about the exciting new social media platform that recently hit the App Store. Clubhouse is a new live audio chat room that has built its reputation, in part, on exclusivity. Because the app is still in beta testing, Clubhouse is invite-only and each … Read More

How Your Brand Can Promote Social Media Wellness

Megan JoosteBlog, Marketing, Matrix, Social Media

With people spending so much more time at home because of the COVID-19 pandemic, the danger of over-using social media is real, even for people for whom health and wellness is a priority. Remember what Jack Ma, the founder of Alibaba said: “Today’s customers want to be healthy and happy, no matter who they are.” He’s right. And for brands … Read More

Social Media Advertising Updates 2020

Daniel CunninghamBlog, Marketing, Matrix, Social Media

The world of social media advertising can feel like it is evolving at light speed. To help you stay on top of opportunities to achieve your marketing goals, we wanted to take a moment to share a current overview of all Q1 and Q2 changes to Facebook, Instagram, Twitter, Snapchat, Linkedin, Pinterest, and TikTok . Facebook & Instagram Updates New … Read More

How to Be More Human With Your Wellness Brand Social Media Strategy

Megan JoosteBlog, Matrix, Social Media, Wellness Industry

Being Human on Social Media Leads to an ROI That You Can Measure Social media is a crucial part of any content marketing strategy, and you have probably read a thousand listicles and downloaded dozens of ebooks on how to better leverage your social media channels to grow your business. But, before even planning your first series of posts, it’s … Read More

Why Your Brand Should Use Facebook Brand Lift Measurement

Wyeth LeemonMarketing, Matrix, Social Media

Likes feel great, but are they good for the bottom line? While likes and shares are usually guaranteed to boost your mood, it’s difficult to gauge whether those types of social media engagement are boosting sales. Enter Facebook Brand Lift, which reports on metrics such as brand awareness and ad recall in an effort to cut through the clutter and … Read More

5 Things Social Media Managers Should Look for in a Planning Tool

Megan HettwerContent Marketing, Marketing, Matrix, Social MediaLeave a Comment

Pick a tool, any tool One of my tasks as Director of Earned/Owned media at Parallel Path is to oversee social media scheduling for our clients. Juggling a number of accounts across different editorial calendars is never straightforward, but I’ve discovered a few efficiencies and tools that help make my job that much easier – and my clients’ social engagement … Read More

IGTV: Does It Have a Place in Your Digital Marketing Mix?

Chloe BeaupreDisplay, Marketing, Matrix, Social MediaLeave a Comment

  What is IGTV, and Can Brands Benefit? Near the end of June 2018, Instagram announced its newest initiative: IGTV. This new feature can be found within the traditional Instagram platform, but it’s also a standalone app that can be downloaded directly. Through IGTV, users can upload videos that are longer than 60 seconds, and the vertically-oriented, mobile-first layout is … Read More

Social Media Best Practices for Franchises

Chloe BeaupreFranchise, Marketing, Matrix, Social MediaLeave a Comment

  How Franchises Should Manage Their Social Media Properties You might be wondering if social media is worth it from a business perspective, and it’s a fair question. Essentially, social media can provide a handsome return on investment… if it’s done correctly. Back in 2013, BIA/Kelsey released a report showing 23% of franchisees said their franchisors are “somewhat involved” with … Read More

Social Media Managers! Beware of Hootsuite Auto-Schedule for Instagram

Chloe BeaupreMarketing, Matrix, Social MediaLeave a Comment

  Does Hootsuite Instagram Update Negatively Impact the Algorithm? As you may know, Hootsuite for Instagram did not previously have any type of a “set and forget” type of scheduling for your Instagram posts. Rather than a post being automatically posted to the platform through your desktop, you actually had to manually post on the mobile app upon receiving an … Read More

Facebook News Feed Update

Hardy KalisherMarketing, Matrix, Social MediaLeave a Comment

  10 Strategy Adjustments for Businesses By now, you may have heard the big news about the Facebook News Feed Update that Facebook released at the end of this past week. Facebook will be prioritizing posts from friends and families over those posted by Pages (businesses, brands, and publishers).  Here is our take on the bottom line for our clients. … Read More

Turn a Negative (Comment) Into a Positive

Chloe BeaupreLifestyle Industry, Marketing, Matrix, Social MediaLeave a Comment

Lately, many companies are being confronted with social media campaigns that call them out for advertising on conservative websites, one of the most notable currently is the far-right site Breitbart. Breitbart is a controversial website that is notorious for what its critics call ‘fake’ news with allegations of a white, nationalist racist slant. In opposition, movements like #NoAdsforHate and Sleeping … Read More

How to Track Dark Social in Google Analytics

Nathan PatrickMarketing, Matrix, Social Media, Web AnalyticsLeave a Comment

  What is Dark Social? The channel Dark Social contains users who arrive to a website via a messaging app, and it’s currently incorrectly tracked in Google Analytics. Read The Atlantic’s post on Dark Social as a primer, otherwise you’ll quickly get lost. Dark social is really just another channel so we’ll be changing how analytics groups users into channels. … Read More

Google Analytics Misattributes 70% of Social Traffic

Nathan PatrickMarketing, Matrix, Social Media, Web AnalyticsLeave a Comment

I won’t apologize for the clickbait title, because it’s true. And lots of different people completely agree. The idea may seem jarring, but once you dig into dark social it isn’t that surprising. A good chunk of social referrals are simply difficult to track, so Google Analytics lumps it into other categories. What is dark social, why doesn’t Google track … Read More