Welcome back to this week’s TEAM LEWIS Social Round-Up.
This week Instagram has revealed just how quickly Reels need to perform, LinkedIn would like B2B marketers to stop pretending the last-click conversion tells the whole story, Meta is giving advertisers more control over which creative goes to which audience, and apparently Muse’s favourite hobby is shopping.
Elsewhere, YouTube creators are getting increasingly comfortable putting themselves inside AI-generated worlds, while Snapchat has discovered people quite like AI right up until it starts using their personal data to advertise back at them.
Let’s get into it 👇
Latest News
📈 Instagram reveals just how important the first 24 hours are
Meta’s latest results contain a genuinely useful nugget for anyone making Reels: almost 45% of recommended Instagram Reels are now less than one day old, up more than 11 percentage points since the previous quarter, while overall time spent on Instagram has hit an all-time high. Meta says improvements to ranking and fresher recommendations are driving more Reels viewing, which is a pretty strong reminder that the first 24 hours increasingly matter. If a Reel is going to travel, Instagram seems very keen to find out quickly. 👉 Read More
📊 LinkedIn wants B2B marketers to rethink attribution
LinkedIn has published a new 18-page guide to B2B conversion tracking, built around the inconvenient truth that B2B buying is long, messy and involves lots of people doing things you can’t always see. Only 33% of B2B marketers strongly agree they can prove marketing’s impact to the C-suite, while 75% say their measurement systems are falling short. The guide covers full-funnel visibility and five practical frameworks for connecting early engagement to actual business outcomes. In other words, perhaps that person who downloaded the PDF wasn’t single-handedly responsible for the $300k deal. 👉 Read More
🎯 Meta lets advertisers target individual creative assets
Meta has added a new option to its Marketing API that lets advertisers specify the age range and gender each individual creative asset is best suited to, rather than applying those settings across an entire ad set. That means a brand could tell Meta that one retirement-planning video is intended for people aged 50–65 while another savings asset is relevant to everyone, with Meta then matching the right creative to the right person. Small update, potentially very useful. Especially for anyone currently running 37 versions of essentially the same campaign. 👉 Read More
🛍️ Shopping is already Muse’s biggest use case
Meta says Muse has passed 10 million downloads, and more than a quarter of users are already using the AI agent to find deals and make purchases, with an average transaction value above $200. Zuckerberg’s longer-term vision is for your Muse to eventually negotiate directly with a business’s own AI agent, which sounds either incredibly convenient or like the beginning of a very boring dystopian film about two bots arguing over free shipping. Either way, AI-led product discovery is moving quickly from theoretical idea to actual shopping behaviour. 👉 Read More
🎬 YouTube creators are getting much more comfortable with AI video
YouTube’s latest Culture & Trends research found 72% of surveyed video uploaders are using AI on videos or images, while 61% are interested in using AI to insert themselves into generated content. Creators are using it for everything from visualising fashion designs and fictional worlds to putting themselves into entirely different roles and environments. The useful takeaway for brands isn’t “make more AI content”. It’s that audiences seem much more open to AI when there’s still a recognisable human idea, personality or point of view at the centre of it. 👉 Read More
🤖 People like AI personalisation. AI advertising, not so much
New research from Snapchat, Ipsos and WPP found that 48% of consumers use AI daily and half of creators and marketers now consider it a core part of their routine. But there’s an interesting catch: while people are increasingly comfortable giving AI personal information when they get obvious value back, 70% find personal data being used for hyper-personalised AI advertising intrusive, and 56% describe fully AI-generated content as soulless. A useful warning for brands rushing towards “personalisation”. Just because you can know everything about somebody doesn’t mean the ad needs to prove it. 👉 Read More
🔧 Quick Tip of the Week
Have a look at how you’re measuring your B2B campaigns.
LinkedIn’s new attribution guide is worth a proper read, particularly if your reporting still ends with leads, clicks and last-touch conversions.
Pick one current campaign and map the wider buying journey: early content engagement, repeat website visits, different people from the same company interacting, sales conversations and eventual pipeline.
It won’t magically make attribution easy. But it might stop one innocent whitepaper from getting all the credit.
✨ Campaigns We Love ✨
🥪 Bakers Delight opens Melbourne’s hottest sandwich shop
Bakers Delight turned its bread into a two-day Collingwood sandwich deli, with people queueing from 6am and both days selling out before midday. The idea generated 1.1m+ organic social reach and gave an old favourite like the Cheesymite Scroll a genuinely new cultural life.
👉 I’ll have the Cheesymite sandwich please
🎰 GambleAware makes invisible harm visible
Think HQ and the NSW Office of Responsible Gambling turned descriptions from people with lived experience of gambling harm into a physical 3D-printed sculpture. It’s simple, uncomfortable and gives people something tangible to help start a conversation about something that is often very hard to see.
👉 See what gambling harm looks like
🗓️ Mark Your Calendars
Opportunities to celebrate this week
- Wednesday October 28 – International Animation Day 🎨
- Thursday October 29 – Bandanna Day 🎗️
- Friday October 30 – Candy Corn Day 🍬
- Saturday October 31 – Halloween 🎃
And next…
- Sunday November 1 – World Vegan Day 🌱
- Monday November 2 – International Day to End Impunity for Crimes Against Journalists 📰
- Tuesday November 3 – Sandwich Day 🥪 & One Health Day 🌍
- Thursday November 5 – World Tsunami Awareness Day 🌊
- Friday November 6 – National Nachos Day 🧀
- Sunday November 8 – Diwali / Deepavali 🪔
- Sunday November 8 – Tongue Twister Day 👅
That’s a wrap for this week!
I’m off to see whether this newsletter gets all of its engagement in the first 24 hours. If not, I’ll blame attribution.
See you next week, bye 👋
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