Tiktok News: Changes Affecting Creators & Advertisers
Tiktok made major changes to its platform. With the launch of their new creator fund “creativity program beta”. They have encouraged the top 4% of creators to push more long-form content.
And this push is also delivering results for Top Advertisers in the space. This fund was launched alongside a new Tiktok Ad format, PulsePremiere. These Ads currently in beta are shown after a trending piece of content.
For Music Marketers & Artists, Tiktok launched #newmusic to support upcoming artists.
And after that boom, we got smashed with the TikTok US state ban in Montana. There is a huge controversy around it but this news isn’t affecting marketing spend.
Executional Angles 🎬
Tiktok’s Ad platform and creator marketplace are getting better. The updates aren’t public. I have tracked a few cheeky practices from the Tiktok product team to gather more user data and better their Ad platform. Expect better location-based targeting in the upcoming few months.
For organic, With the new creator fund. Many long-form content creators are seeing an engagement hike for their content. You can experiment with long-form content as a business to connect longer with the audience.
And a nice sign is TikTok is now pushing more content from “people you follow” to the For You page. As mentioned in my Tiktok marketing post, this is something new and encouraging for brands.
Upcoming: Tiktok is testing an AI Chatbot similar to snapchat. This launch will help them keep users more engaged.
Pinterest News: Affecting Organic Content
In April, Pinterest got into huge issues with user safety on the platform because many users were targeting young audiences. After that Pinterest made a few changes and at the beginning of May, launched their transparency report showcasing how they are filtering harmful content.
A great callout here is “Gen-Z is on Pinterest”. Every single platform mentions that they have Gen-Z users on their apps to attract advertisers. But data from different research shows that Pinterest has a growing Gen-Z user base, especially for diverse and Female audiences.
Bring back to the latest content ranking system and algorithm changes to Pinterest. Earlier this week, I shared this blog post from the Pinterest engineering team about the latest updates to the platform.
Executional Breakdown of Algorithm
First of all, how the Pinterest algorithm ranks content is very simple and it's all based on user interactivity.
All different engaging elements like comments, save, share, and like give the content system a signal to rank your content for relevant topics. As revealed by their engineering team in this post and by the previous product manager at Pinterest on Lenny’s podcast.
The new changes to Pinterest are very simple:
Diversifying your content, Pinterest is making changes to the content system to make sure the content it ranks on the app isn’t too sensitive toward a demographic. That is why they want Pinterest businesses and creators to diversify their Pinterest boards and content strategy.
This affects niches like Beauty, Fashion, and other lifestyle-related brands. Don’t try to sell the idea of clear skin or a perfect body shape. Pinterest is looking to provide a better and healthy space for young audiences.
The second change is “keyword search”. In the blog post, there are mentions that the algorithm will try to show more of the content that includes identical keywords & sentence structure to “user search queries”. To promote more relevancy and better content to users.
These are the main changes, I will share more on Pinterest in my upcoming blogs to help you overall with Pinterest marketing.
Platform Changes: Pinterest users can now add links to every single Posting format. And added a new platform analytics feature for better insights.
Twitter News: Regaining Advertiser Trust & Bots
With the new Twitter CEO coming in, One of the Top Advertisers mentioned their comeback to advertise on the Bird app. But mid-micro advertisers are still not loving the Ad platform.
Besides advertising, Twitter continues to launch new services and features for Blue subscribers. And decreasing creator monetization requirements, increasing the video upload limit to 2 hours. The other focus is on attracting more advertisers to the platform.
A lot going on forTwitter. But the biggest issue is that Bot spam is at its peak, removing bots was one of the biggest promises made by ElonMusk. Still not delivered.
I have my fingers crossed for June.
Execution Considerations:
Twitter is getting better at recommending relevant tweets under the original tweets you read. And as you know it is mentioned on Github that the Twitter connection network plays a huge role in getting content discovered.
I recommend refining your network and networking with the right audiences. Kinda old advice but the platform is testing new prompts related to this. That is why you should click on it.
Agencies & Brand News: Who got the best campaign?
Starting with the world's biggest marketing agency will get even bigger with a new partnership with Nvidia. WPP is partnering with Nvidia to use its AI technology to level up its campaigns. Link!
Shorty Awards took place in May and here is the full list of winners. Have a look and get inspired for next year.
VCCP, a London-based creative agency, is launching an AI-creative agency. The usage of generative AI is increasing very fast and adaptation is the key now. Link!
This month was filled with brand and marketing events. I found a curated list of brand marketing events that took place in May. Link!
The New Bud Light is “The North Face”. The new campaign featuring a drag queen is catching negative attention like Budlight. Link!
Jaskaran: I started tracking agency news for the newsletter last week, for future monthly recaps you will find more and better recaps.
Instagram News: Targeted Advertising!
Believe it or not. Meta is moving fast with Instagram now. Tiktok announced their search ads will roll out slowly to marketers, and last week Meta came in clutch and announced “Instagram search Ads”. You can access them through the Instagram marketing API. Link!
Besides that Instagram made a huge spark as the information about a new Twitter viral came up. Meta is expected to launch a new decentralized Twitter-like app for their users in June. Many are excited about it. It could be a great opportunity for businesses as many find IG very hard to scale.
Decentralized means your followers can follow you on the new app with one click. This app can help you reach more existing followers on IG & FB.
Other than these two, there was a list of updates including a new creator fund announcement. But not much impacting your organic growth.
PPC News: New Policies Kicking In
For the second half of 2023, Advertisers in the UK & EU need compliance with these new Google Ad requirements. Link!
Google and Walmart both took steps to make media buying and Ad creative creation easier. You can read here about Google’s new approach to media buying and how Walmart here is trying to help businesses with Ad creatives.
Microsoft is moving fast with Bing Chat Advertising, You can now use Chat Ads API to integrate ads within Bing AI. Link!
There were a few other marketing product updates for Microsoft in terms of improving targeting and utilizing AI. One of my favorites is the recent UET update to their analytics dashboard.
For more information, I recommend revisiting our last emails & read this recent Google marketing live recap.
Meta News: Data Limitations & AI for Marketers
Meta is stuck. Yes, because they have developed one of the best AI languages and structures to benefit marketers. For example, this new engineering blog showcasing its new AI content structure is golden. Link!
At the same time, Meta is having huge issues in the EU & UK with their data usage. The platform Received a $1.2B fine and now UK representatives are limiting data usage for Meta. Good for privacy but points to a huge problem for paid media marketers.
Meaning Meta’s future is bright due to AI research & frameworks but data issues are like close friends showing up every single day.
Other than this, Meta is launching AI tools to help marketers create better Ad creatives. Link!
In April, Meta increased its involvement in AI to push organic content and in May was focused on utilizing AI for paid media offerings.
Facebook: New Lead generation forms features and a few updates to Facebook reels were key product updates.
WhatsApp: New Updates to WhatsApp Chat features with the addition of Chat Lock, sharing with captions & new polls feature.
SEO News: It's all changed but…
With multiple announcements, Google search page structure & how content is ranked will be changing. The new interface is expected to prefer AI-generated results but for June. This new feature is opt-in, users on the desktop can choose to get AI results within a search. Changing their Google page experience.
Many SEOs are predicting a 70-80% traffic drop in the upcoming months. But many experienced SEOs believe changes are good and the traffic for the future will be more quality-oriented.
These insights linked below are from the best SEOs and their opinions on recent search engine marketing changes.
- 11 Realizations from testing search generative experience. Link!
- Aleyda Solis on new Google Changes. Link!
- The AI takeover of Google Search. Verge
The technical SEO world is going through many changes. My advice is to keep your focus on the content strategy part for a while. And improve that!
Youtube Updates: New Ad Formats & Algorithm
After doing $40B in revenue last year. The platform announced new Ad formats at IAB Newsfront. With the launch of 30-second unskippable Ads on Connected TV.
Where Youtube is headed with Unskippable Ads is the future of online movie & content streaming. Either platforms like Netflix, Hulu, and other services have to give up a share of revenue. Or they need to go back to unskippable Connected TV Ads format to pay the writers.
Coming back to Youtube, Every week on their “creator insider” channel they announce various new updates. The highlight was the recent update of community post creation for all users.
Partnering with Influencers and using community posts to target core audiences is one of the best strategies based on this new update.
Marketing Research : What Changed?
- Don’t stress out about AI. More than 40% of Americans have never heard of ChatGPT. And only 14% have tried it. (PewResearch)
- Watch out for Podcast Ads, the Ad spend on podcasts is increasing and revenue is up 26% YoY. (IAB)
- Gartner’s research on How ChatGPT is useful to CMOs. (Gartner)
- CTV Ad fraud is increasing with the usage of Bots. (Double Verify)
- Are Twitter users planning a comeback or leaving? (Pew)
- Where is the media spending moving? It is decreasing for a few industries, but only moving to other channels for many. (Insider)
LinkedIn News: Continued Organic Growth
As the round of layoffs is not stopping, LinkedIn is having its best time. The in-app activity continues to increase and now the platform has 930 million monthly active users, closing in on the 1 billion mark very soon.
LinkedIn is embracing AI in May with new AI features to help with messaging, job descriptions, and other hiring processes.
All that growth doesn’t mean everything is great. As the platform laid off 700 employees this month.
Overall, LinkedIn is doing good and viewers are loving their new marketing campaign. Watch!
Reddit: E-commerce World
I wrote about this in my updated social media trends post. Reddit is working on various new e-commerce features.
While many believe that the nature of Reddit doesn’t fit e-commerce offerings. Many product reviews and conversations take place on Reddit and users get the ability to integrate products from other businesses within the content. It could work very well.
Using these features to self-promote is impossible but with the right execution. It can do a charm.
Others: Reddit is going through a bot followers scam.
Mini-Bites: Snapchat, Airbnb & Others
- Airbnb did the social listening well to steal the attention of an influencer’s audience. (Business Insider)
- Peacock’s Twitter strategy and latest viral tweet. (Read)
- Snapchat continues to develop its AR offerings with recent updates. Brands can take advantage of AR even more. (SMT)
- Lulumelon’s Tiktok page is an inspiration board for SMMs. (Watch)
What Jaskaran Wrote:
- How Social Media Algorithms Work
- Tiktok Marketing Guide
- Future of Content Marketing
- Is Influencer Marketing Dying? Jaskaran
And a few other insights on my blog. I don’t send out my blogs in emails. You can bookmark it and revisit it once a week.
May Newsletter Editions To Read:
I hope you are now caught up with everything marketing. When not, share what I left out. It's the best way to help me do better 🌟