Our social team, consisting of paid, organic and creative experts, was on site and was able to gain deeper insights.
For our colleague Theresa Berthelmann, Lead Product & Strategy – Social Media, the “Mythbusting” session was a particular highlight. In this session, existing misconceptions such as the shadowban, i.e. the restriction of the visibility of user content by online platforms, were explained. The organic reach of a creator is in no way influenced by partnership ads used at the same time.
For our colleague Ariane Marquis, Manager Media Optimization – Social Media, the extended use of partnership ads was an exciting takeaway. These can now be combined with Advantage+ Catalog Ads to boost campaign performance. In addition, Partnership Ads can be displayed on both Instagram and Facebook – even if a creator is only active on one of the two platforms.
The innovation of the Partnership Ad Hub was also exciting for our experts – it now offers direct content recommendations. Based on performance data, the most effective branded content posts can be identified and used as the basis for a boost via partnership ads.
Polestar’s presentation generated enthusiasm among all our colleagues. Erik Carlsson and Gustav Holmström gave exciting insights into the sentiment analysis of user comments on their new car model. The analysis makes it possible to adapt marketing strategies in a targeted manner, identify potential prejudices and respond to unanswered questions. The demonstration of how artificial intelligence can be used to evaluate these comments in order to develop well-founded briefings and marketing measures was particularly impressive.
In conclusion, it can be said that both the location, with a view of the port of Hamburg, and the to-the-point content were able to inspire everyone and our team was able to successfully conclude the day with new food for thought.
