• Instagram Leak: A Glimpse at the AI Chatbot in the Works!

    Every week, I bring you a summary of the need-to-know news in the world of digital marketing. No fluff, just the good stuff.

    If you find it helpful, be sure to share it with a friend!

    Summary

    • 💥 Instagram Leak: A Glimpse at the AI Chatbot in the Works!
    • 🎬 TikTok Explores AI-Backed Video Script Generator
    • 🔒 Only Verified Advertisers Can Advertise on Microsoft Ads Starting August
    • UGC Triumphs Over Influencers: 86% of Users Favor Brands Embracing User-Generated Content


    Updates

    Instagram
    Instagram Leak: A Glimpse at the AI Chatbot in the Works!
    Looks like Instagram might follow in the footsteps of Snap and TikTok by releasing an AI chatbot. Leaked images from app researcher Alessandro Paluzzi suggest that Instagram is potentially developing an AI chatbot. These images provide a sneak peek into ongoing app developments, showcasing AI agents capable of providing answers and advice. Please keep in mind that these developments are subject to change and may not be officially released.


    TikTok
    Empowering Content Creators: TikTok Explores AI-Backed Video Script Generator ByteDance is experimenting with an AI-powered script generator tool for TikTok. This innovative tool generates video scripts and offers visual suggestions based on user inputs like sector, product name, and description. Users can choose their desired video style and duration. Tech expert Lindsey Gamble reveals that the tool is currently in beta and available to select users on TikTok for Business. Exciting developments to enhance content creation on TikTok!


    Google
    Universal Analytics is Going Away This Month It’s now or never! Google Analytics is making GA4 mandatory, and there’s no way around it. Ensure you have it set up before July 1, 2023, as Universal Analytics will sunset, ceasing new data processing forever. Read more…


    Google Business Profiles Now Display Long Form Videos
    Google mobile search now displays longer videos (30+ seconds) in Business Profile listings, expanding video visibility in search results. Read more

    Twitter Building Features Exclusively for Paid Users

    1. add people that don’t follow them to a group
    2. create a group with users that don’t follow them
    3. send Direct Message requests to people that don’t follow them

    Read More

    Meta Verified Accounts Now Available in India
    Meta introduces verified accounts in India, making it easier for people, especially creators, to establish a presence and build communities on Instagram or Facebook. Read More

    Only Verified Advertisers Can Advertise on Microsoft Ads Starting August
    Starting August 1, 2023, all ads will be served by verified advertisers, increasing transparency and visibility. Ad Library allows users to view ads on Bing. Read more


    Study
    UGC Triumphs Over Influencers: 86% of Users Favor Brands Embracing User-Generated Content
    EnTribe’s April 2023 online survey reveals shifting consumer attitudes towards influencers and user-generated content (UGC). Trust in influencers is declining, while peer recommendations and brands utilizing content from real consumers are gaining prominence.

    So What?

    On your next campiagn maybe try working with your customers instead of well known creators with an audience.

    Check out the full report here


    Brand Watch

    Cadbury strikes gold once again with its latest video, staying true to their winning formula of capturing the essence of human relationships, fleeting connections, and acts of kindness. The series masterfully showcases authentic human interactions, with the product seamlessly integrated into these meaningful moments.

    Watch it here (60 seconds)

    The videos feel genuine, devoid of any staged or salesy vibes. This success is attributed to 

    • Exceptional acting
    • well-crafted scripts
    • deep understanding of human behavior

    It’s not the first time Cadbury hits the mark, as evidenced by their previous heartwarming video featuring a father’s visit to his daughter at work, evoking powerful emotions.


    Search
    Rabea Tea Takes a Jab At the Apple Vision Pro
    While everyone was discussing the features and future of augmented reality, a tea brand cleverly seized the opportunity to ride the wave of the trend on social media. The brand’s post humorously states, ‘You thought of everything but this!’ accompanied by an image of steam on the newly announced Apple Vision Pro. It’s been a while since a brand successfully hijacked a trend, and Rabea Tea deserves a thumbs up for this effort.

  • Cracking the Code of the Instagram Algorithm

    Every week, I bring you a summary of the need-to-know news in the world of digital marketing. No fluff, just the good stuff.

    If you find it helpful, be sure to share it with a friend!

    Summary

    • 🔍 Cracking the Code of the Instagram Algorithm
    • 🔮 Embracing AI for Next-Level Advertising: WPP x NVIDIA’s Game-Changer!
    • 🚫⚡️ Beware the AI Hallucinations
    • 🎬 Breaking the Mold and Setting Records: Hilton Hotels’ 10-Minute TikTok

    Updates

    In a highly anticipated release on the official Instagram blog, Instagram CEO Adam Mosseri took the opportunity to address a topic that has been a source of curiosity and speculation among users for quite some time—the ranking system for content on the platform. In a video he shared on his Instagram account, Mosseri comprehensively explained the workings of the algorithms that dictate the order and visibility of posts across various sections of Instagram.

    01 – The Feed Algorithm

    Instagram’s Feed is where you find a mix of content from accounts you follow, recommended content, and ads. It includes videos, photos, and carousels, and operates through a step-by-step ranking algorithm.

    User Activity – Your activity helps Instagram understand what you might be interested in when you like, share, save, or comment on posts.

    Information about the post – These signals provide information about the popularity of a post, such as the number of likes it has received and the speed at which people like, comment, share, and save it. They also include details about the content itself, such as the posting time and any attached location.

    Information about the person who posted – This helps Instagram gauge their level of interest to you. It includes signals like the frequency of interactions people have had with that person in the past few weeks.

    Your interaction history – This gives Instagram an indication of your general interest in seeing posts from that particular person. For example, whether or not you comment on each other’s posts.

    02 – The Stories Algorithm

    Stories let you share moments and connect with what you care about. They include posts from accounts you follow and ads.

    Viewing history -This looks at how often you view an account’s stories so we can prioritize the stories from accounts we think you don’t want to miss.
    Engagement history – This looks at how often you engage with that account’s stories, such as sending a like or a DM.
    Closeness – This looks at your relationship with the author overall and how likely you are to be connected as friends or family.

    03 – The Explore Algorithm

    Explore is your gateway to discovering exciting new things from accounts you haven’t discovered yet.

    Information about the post – Post popularity is determined by signals like the number of likes, comments, shares, and saves. These indicators are more significant in Explore than in Feed or Stories.

    Your activity in Explore – Your Explore activity, such as liking, saving, sharing, or commenting on posts, influences the content shown to you.

    Your history of interacting with the person who posted – Your interaction history with the person who posted the content helps Instagram understand your level of interest in their posts, even if you’re unfamiliar with them initially.

    Information about the person who posted – Instagram considers signals such as the number of interactions people have had with the person who posted in the past few weeks. This helps Instagram find compelling content from a wider group of creators.

    04 – The Reels Algorithm

    Reels aim to entertain and introduce you to new content, similar to Explore. The majority of the content you see comes from accounts you don’t follow.

    Your activity. Your activity on Instagram, including liking, saving, resharing, commenting, and engaging with reels.

    Your history of interacting with the person who posted. As with Explore, your interaction history with the person who posted the video to determine your level of interest in their content. Even if you are unfamiliar with the creator.

    Information about the reel. These are signals about the content within the video such as the audio track or visuals in the video, as well as popularity.

    Information about the person who posted. Instagram considers popularity signals such as number of followers or level of engagement to help find compelling content from a wide array of people. In other words, success drives more success.

    Remember to consider all these factors when creating your content and devising your social media engagement strategy. Implementing a diverse range of tactics will not only enhance your audience interaction but also significantly boost your chances of appearing organically in their feed.”


    Instagram Introduces Video Scrubbing on Reels
    CEO of Instagram, Adam Mosseri, has confirmed that video scrubbing is now available for all users. This new feature on Reels allows users to rewind or fast-forward videos using a scrubber at the bottom, enhancing the viewing experience by allowing them to catch up on missed moments or fast-forward through content.

    Data Confirms: YouTube Takes the Lead as the Most Profitable Channel for Creators.
    LinkedIn enhances job-seeker confidence with new verification tools for job postings. It also introduces scam warnings for suspicious messages, addressing fake account concerns. Verified company info, job poster details, and government ID verification offer added transparency. Read More

    WhatsApp now rolling out Companion Mode for iPhone users
    WhatsApp expands multi-device support with Companion Mode now available for iPhone users, allowing account login across multiple smartphones. Read More

    TikTok Tests AI Chatbot ‘Tako’ for Discovering Content and Short Videos
    TikTok is testing an AI chatbot called “Tako” in the Philippines, allowing users to converse about videos and discover content. Tako serves as a navigation assistant, providing answers to queries while recommending relevant TikTok videos. Read more


    AI
    Embracing AI for Next-Level Advertising: WPP x NVIDIA’s Game-Changer!
    In an intriguing and ambitious collaboration, WPP has partnered with NVIDIA to develop a generative AI-powered content engine to power up digital advertising for their clients.

    Using responsibly trained generative AI tools and content from partners like Adobe and Getty Images, WPP’s designers can transform text prompts into diverse and high-fidelity images. NVIDIA Picasso, a custom generative AI model, and Adobe Firefly, a family of creative generative AI models, contribute to the creation of captivating visual content.

    The new content engine will soon be exclusively available to WPP’s clients worldwide, providing them with unparalleled creative possibilities and transformative advertising experiences.

    So What?

    It’s only a matter of time before clients and brands start expecting generative AI to be integrated into their agencies’ workflow. The benefits are evident, as it can significantly reduce production times and potentially lower costs. Now is the opportune moment to consider how your company can develop an AI playbook to drive your marketing efforts.


    AI
    Beware the AI Hallucinations
    AI hallucinations, a phenomenon in artificial intelligence, occur when models like ChatGPT and Bard fabricate information. They act as if providing factual details, despite being completely false. OpenAI published a research paper outlining preventive measures for these hallucinations.

    Recently, a lawyer faced trouble for utilizing ChatGPT in court, as it generated fictitious cases for a federal court filing in New York.


    Resources


    Brand Watch

    Hilton
    🎬 Breaking the Mold and Records: Hilton Hotels’ 10-Minute TikTok
    Hilton Hotels took a bold step by launching a 10-minute long TikTok video, defying the trend of short, bite-sized content. Here’s how they turned it into a success:

    • They employed various techniques to captivate and entertain viewers throughout the entire 10 minutes.
    • The video cleverly emulated the browsing experience on TikTok, utilizing different cuts and transitions.
    • The inclusion of celebrities and content creators added an entertaining and relevant touch.
    • The video showcased popular content trends like stitching, split-screen video reviews, and comedy sketches.
    • As a clever tactic to keep viewers engaged, there was a surprising loop at the end, a common trick on TikTok to prolong watch time.

    Hilton Hotels defied expectations with their 10-minute TikTok video, utilizing engaging strategies, content trends, and surprises to create an entertaining and memorable experience.

    Watch the full 10 min here

  • Google Takes the Lead in Embracing Generative AI

    Every week, I bring you a summary of the need-to-know news in the world of digital marketing. No fluff, just the good stuff.

    If you find it helpful, be sure to share it with a friend!

    Summary

    • 💡 Google Takes the Lead in Embracing Generative AI
    • 💥 Adobe Photoshop’s Firefly Transforms Image Editing
    • 💬 WhatsApp Will Soon Grant Users the Ability to Create Their Own Distinctive Usernames
    • 📸 Instagram introduces ‘Instagram search results’ Ads Placements via the Instagram Marketing API
    • 🔒LinkedIn Introduces New Features to Combat Scams and Enhance Verification

    Updates

    AI
    AI Power Play: Google’s Disruptive Strategy and Adobe’s Firefly Transform the Future of Work
    While your job remains secure, it is essential to acknowledge the significant impact AI will have on the future of work. In the past week, there have been numerous updates and announcements that are set to disrupt our work processes.

    Notably, Google has taken the lead by incorporating AI into various aspects of their offerings. Their strategy involves leveraging their existing distribution power to gain an edge in the AI race, especially when compared to Microsoft. 

    During the Google IO conference, the company’s top executives emphasized the importance of AI, mentioning it over 150 times. Currently, their primary focus is on generative ads, along with a concerted effort to guide marketers in adopting new approaches to reach users who now incorporate AI search in their customer journey.

    Internal documents indicate that Google has approved a range of AI projects aimed at assisting advertisers and YouTube creators. These initiatives aim to harness AI capabilities to improve ad-related processes, targeting, and optimization. Additionally, Google plans to automate customer service for its products using AI models, enhancing support experiences for users. The company is also developing an in-house image creation tool akin to Mid-Journey and Stable Diffusion.

    Adobe Photoshop is set to revolutionize image editing with the introduction of Firefly, a powerful AI tool that enables users to effortlessly expand images and manipulate objects through text prompts. This feature, leveraging Adobe’s AI image generator, marks a significant breakthrough in the field. Firefly is still in beta, with a full release expected in Photoshop later this year.

    Watch this captivating video showcasing the immense power of Firefly in action.


    Meta Introduces Powerful Enhancements to Lead Ads
    Meta introduces innovative Lead ad features: dynamic responses in forms and seamless offer claiming. Users can now click through in-feed ads to instantly apply discounts at purchase. Enhancing user experience and driving conversions. Read more

    LinkedIn Introduces New Features to Combat Scams and Enhance Verification
    LinkedIn enhances job-seeker confidence with new verification tools for job postings. It also introduces scam warnings for suspicious messages, addressing fake account concerns. Verified company info, job poster details, and government ID verification offer added transparency. Read More

    YouTube Pilots RSS Ingestion: Automating Podcast Audio Uploads with Show Art
    YouTube pilots “RSS Ingestion” with select partners, allowing automatic uploading of new audio from RSS feeds to YouTube with show art. Read More

    WhatsApp Will Soon Grant Users the Ability to Create Their Own Distinctive Usernames.
    WhatsApp is planning to introduce on a new update that will allow users to set up a unique WhatsApp username. This will allow users to hide their phone numbers. Read more


    Newsletter Recommendation: 

    This week I wanted to recommend a newsletter that coaught my eye called BeSmart

    It’s packed with eye-opening content on various topics, one that I enjoyed is about the Dunning-Kruger Effect and how to overcome it. Each day, you’ll discover something new and expand your knowledge. Plus, it’s a quick read, taking less than 5 minutes of your time.

    Check it out!


    Search
    Is Google’s two-decade reign over search under threat?
    Is Google’s long-standing dominance in search nearing its inevitable decline? Over time, we’ve observed a succession of bold and strategic maneuvers slowly but surely pressuring Google, potentially reshaping the search landscape.

    The latest move comes from Instagram as they introduce ‘Instagram search results’ Ads Placements via the Instagram Marketing API.

    This feature update will enable the following three capabilities / use cases via the Marketing API.

    • Create ads with the option to include Instagram search results as a placement.
    • Gain insights into ad performance specifically within Instagram search results.
    • Preview ads to ensure optimal visual presentation.

    On another hand Microsoft’s Bing search engine has reached a significant milestone of over 100 million daily active users, following the recent introduction of its AI-powered Bing Chat feature. 

    This surge in usage suggests that Bing Chat has successfully attracted new users who had previously not engaged with Bing. However, it is important to note that Google still maintains a considerable lead with over 1 billion daily active users, highlighting the competitive challenge Microsoft faces in gaining market share.

    So what? How will this impact our work?

    With AI-powered search becoming more prevalent, we need to consider how users will discover information in new and innovative ways. Additionally, the growing popularity of search on platforms like Instagram and TikTok among younger generations highlights the need for marketers to explore and optimize search opportunities beyond traditional search engines. 


    Resources


  • Boost Your Instagram Community Engagement with GIFs

    Every week, I bring you a summary of the need-to-know news in the world of digital marketing. No fluff, just the good stuff.

    If you find it helpful, be sure to share it with a friend!

    Summary

    • 🌍 Meta’s New Twitter Rival Could Be Launching Next Month
    • 💃 Adapting GIFs in Your Community Engagement
    • 🏆 You Can Finally Schedule and Publish Instagram Stories
    • 🍔 McDonald’s Qatar Does TikTok Trends Right

    Updates

    Meta
    Get Ready for Meta’s New Twitter Rival: Launching Next Month
    Meet Barcelona. A Potential Twitter Alternative being developed by Meta that is rumored to launch next month.

    Reports suggest Meta is developing a separate decentralized social network for text updates, targeting Twitter users seeking an alternative. The prototype, known as ‘Instagram for your thoughts,’ resembles a text-based feed, capitalizing on the popularity of private messaging.

    Similar to Instagram Channels, Barcelona allows users to follow others and stay updated on text posts. The project is slowly taking shape offering a maximum post length of 500 characters.

    It will be interesting to observe the contrasting shifts in social media as Meta emphasizes text updates while Twitter moves away from text and focus intead on video. Twitter is expanding its focus beyond text updates by enhancing video features. Recent updates include 2-hour long uploads for paid users and playback speed controls for videos, reflecting Twitter’s efforts to diversify its platform.

    Prediction:

    As Instagram has evolved into a feature-rich app and Meta has a track record of unsuccessful standalone apps, it’s likely that the Barcelona experiment will eventually be integrated into Instagram. However, this poses a significant challenge as some users already perceive Instagram as being bloated with features.


    Facebook and Instagram paid verification starts in UK
    UK users can now get verified on Facebook and Instagram with Meta Verified. For a monthly fee starting at £9.99, subscribers receive a blue tick, protection from impersonation, and access to personalized support. The service requires users to be 18+, submit a government ID, and offers peace of mind through active account monitoring. Read more

    TikTok Ban in Montana: A Wake-Up Call to Avoid Reliance on Single Platforms
    Montana’s governor has signed a TikTok ban into law, set to take effect in January 2024. The ban prohibits TikTok’s operation in the state and imposes fines of $10,000 per violation per day on companies enabling app usage. The governor cites concerns about privacy and data harvesting by the Chinese Communist Party as the rationale behind the ban. Read More

    You Can Finally Schedule and Publish Instagram Stories via Third-Party Apps
    Instagram just upped its game with the addition of Stories to the Graph API. Now, social media managers can empower businesses to share their engaging Stories through third-party platforms. It’s a win-win for everyone—more exposure, more interaction, and a vibrant Instagram experience. No extra app review needed, so let the storytelling begin!

    TikTok Challenges Google as a Search Engine for Business and Discovery
    TikTok aims to rival Google in search. By prompting users to tag locations and share experiences, the app seeks dominance in cafe, hotel, and tourist spot searches. This offers new business opportunities and strengthens TikTok’s role as a search engine for the younger generation. Read more


    Instagram
    From FAQs to GIFs: Adapting to Instagram’s Community Engagement Evolution
    Instagram gets a GIF makeover, bidding farewell to serious analyses and welcoming a world of animated wit. Meta spreads the joy globally, tapping into Giphy’s vast library. Let the laughter-filled comments begin with the new GIF button, now available to all users.

    So What? How should you prepare for this?

    As the community engagement game shifts on the platform, brands and businesses better get their act together. Here’s are a few things you need to do to stay ahead of the curve.

    1 – Prepare a Frequently Used GIFs list 

    Curate a Frequently Used GIFs list: Similar to having FAQs for community management, develop a resource containing preapproved GIFs for your community managers to utilize. A good sense of humor and community understanding are now more crucial than ever.

    2 – Create your own branded GIFs to use

    If you haven’t already, consider establishing a brand page on Giphy and crafting custom GIFs that can be used in Instagram comments. Take inspiration from successful examples like McDonald’s and Expo 2020 Dubai

    3 – Embrace user-generated GIFs

    Encourage your audience to create and share their own GIFs related to your brand. User-generated content adds an authentic touch to community interactions.

    4 – Engage with trending GIFs

    Stay up-to-date with the latest trends and popular GIFs circulating on the platform. Incorporate them strategically into your conversations to resonate with your audience.

    5 – Monitor and respond to GIF usage

    Keep an eye on how your audience utilizes GIFs in their comments and responses. Take note of recurring themes or sentiments to inform your brand’s messaging and engagement strategy.

    6 – Give your community managers room to expirment

    You will have to trust your communtiy managers to understand the community they are leading and make their own judgement calls. 

    Remember, embracing GIFs as a new form of expression opens up exciting opportunities to connect with your audience in a more engaging and playful way.


    Resources


    Brand Watch

    McDonald’s Qatar Does The Bumping Into Each Other Marriage Trend

    McDonald’s Qatar does the “Bumping into Each Other” marriage trend from TikTok and nails it with their own mascot. In a brilliant move to jump on the viral trend, McDonald’s Qatar showcased their creativity and brand personality by ingeniously incorporating their iconic mascot into the popular wedding dance challenge.

    With a touch of humor and a dash of playful charm, McDonald’s Qatar turned an ordinary trend into a captivating and memorable moment. By putting their own spin on the trend, they not only caught the attention of social media users but also effectively strengthened their brand presence.

    Do check it out here (TikTok)

  • Brands Paying for Competitors’ Ads: Would You Do It?

    Every week, I bring you a summary of the need-to-know news in the world of digital marketing. No fluff, just the good stuff.

    If you find it helpful, be sure to share it with a friend!

    Summary

    • 🌍 TikTok introduces “TikTok World Hub” for sharing marketing insights and guides
    • 👋 LinkedIn’s App Leaves China for Good
    • 👩‍💼 Twitter Gets a New CEO and Elon stays as CTO
    • 🤩 Smart campaigns by Oatly and IKEA to watch out for

    Updates

    TikTok
    TikTok introduces “TikTok World Hub” for sharing marketing insights and guides
    TikTok unveils latest product updates and insights for marketers at TikTok World 2023 event. New ‘TikTok World Hub’ mini-site launched to centralize all featured elements including video presentations and guides to improve your TikTok marketing approach. Check it out here


    The main insight?

    Focus on good creative that is TikTok-first.

    They shared a number of cool resources at the event to help brands develop better creative for the platform. Here are some of them:

    They shared a number of resources and case studies to back this up. Check the Creative Codes PDF here and the Creative is Easy guide here. Both have a alot of great tips and frameworks to uplifting your creative game on the platform.

    What Does TikTok First Mean?

    • Go lo-fi (avoid glossiness)
    • Go 9:6
    • Shoot hi-res
    • Feature people (creators, employees, customers)
    • Adopt category/vertical norms

    LinkedIn
    LinkedIn’s App Leaves China for Good
    LinkedIn finally bid China farewell, closing its app as it laid off its remaining sales and product teams in the country. The Microsoft-owned platform cited “fierce competition” from local alternatives as the main reason for its departure. LinkedIn was the last major US social network to exit China, as Twitter, Facebook, Instagram, and WhatsApp were all previously blocked.

    So What: 

    Marketing to the Chinese market on social media is still possible in the absence of American social media channels in China. Brands can leverage popular Chinese social media platforms such as:

    • WeChat
    • Weibo
    • Douyin (or TikTok as we know it outside China)

    If you really want to succeed in the Chinese market, what you really need is an agency in Chinas as you will need to understand local cultural nuances and preferences, develop a localized content strategy, and use influencers and KOLs (Key Opinion Leaders) to promote your products or services. Read more here

    Instragram Stories Fast Forward Button
    Instagram is testing a new feature on Stories that would allow users to fast forward through content. The new “Fast Forward” button would help users skip through stories they are not interested in. This new feature is still in the testing phase. See it in action

    WhatsApp Channels Coming Soon
    WhatsApp is reportedly working on a new feature that will introduce channels to the app in a future update. This feature will allow users to follow different topics and get updates from their favorite channels. sneak peak here

    Changes to Facebook and Instagram Shops
    Facebook and Instagram shops will be limited to those with Checkout enabled in the US. Businesses without a shop won’t be able to use Shop features including product tagging. Instagram ads with product tags will still be available. read more

    Expect a Drop in your LinkedIn Followers
    Expect to see a drop in your follower count on LinkedIn soon. LinkedIn has announced that it will start filtering connection and follower counts by removing restricted and hibernated accounts from the total count.Read more
    Thanks Naim Younis for the tip

    Twitter
    Twitter Gets a New CEO and Elon stays as CTO
    Linda Yaccarino has been appointed by Elon Musk to oversee Twitter’s business operations as he focuses on the technology and design as executive chair and CTO. Yaccarino’s main challenge will be to spin her knowledge of social media’s weaknesses into an asset and start competing with the traditional media industry.

    Who is she and how is this going to affect my marketing?

    Linda is coming on board and bringing her expertise in advertising and monetization to the table. We can expect some aggressive moves in this area, including new ad solutions and integration with third parties to optimize ad effectiveness on Twitter.

    What’s more, Linda’s experience as Chair of the Ad Council and her connections with global corporations and the US Government will prove to be valuable assets for Twitter, especially in navigating government regulations and policies. And let’s not forget her position with The World Economic Forum, which further showcases her strong international connections.

    So what does all of this mean for Twitter users? Get ready to see some exciting policy changes and fresh advertising solutions that will help elevate your experience on the platform. 


    Resources


    Brand Watch

    IKEA’s Proudly Second Best

    IKEA’s recent campaign, ‘Proudly the Second Best,’ is a powerful example of humility in advertising. Rather than boasting about their own strengths, they built an entire campaign around the special bond between parents and their children.

    By showcasing the importance of family time and emphasizing the significance of creating comfortable and functional living spaces that promote children’s development and creativity, IKEA’s campaign resonates deeply with customers.

    As marketers, we can draw inspiration from this approach to branding by emphasizing the human aspect of our product and how it positively contributes to the lives of our customers. IKEA’s ‘Proudly the Second Best’ campaign reminds us that humility can be a powerful tool in creating meaningful connections with our target audience.

    Watch the video here


    Oatly Takes on Big Dairy with Bold Climate Challenge and Free Ad Offer
    Oatly challenges ‘Big Dairy’ to disclose their climate footprint and offers free advertising in return. The ad campaign promotes Oatly’s own carbon footprint and its push for transparency. The ads ran in major newspapers and billboards in Times Square.

    Oatly’s promotion of sustainability while challenging their competitors is both inspiring and a bold move. They are taking a direct approach by promoting their core proposition and even paying for their competition’s ad space as part of their campaign. It’s a great example of how companies can take a strong stance on important issues and stand out in their industry.

    Read more 

  • The new social media platform so exclusive, invites are selling for $329

    Every week, I bring you a summary of the need-to-know news in the world of digital marketing. No fluff, just the good stuff.

    If you find it helpful, be sure to share it with a friend!

    Summary

    • TikTok’s new ad product gives publishers 50% stake
    • Why are ad prices on Facebook dropping?
    • McDonald’s gets burned 🔥 Think Twice Before Joining the Alt Text Meme
    • 🐦 The new social media platform so exclusive, invites are selling for $329
    • 📥 Say hello to your new Linkedin inbox. Linked unlocks private communication for brand pages

    TikTok
    TikTok’s new ad product gives publishers 50% stake
    TikTok has just launched a new product, Pulse Premiere, that allows select publisher accounts to sell advertisements alongside their content. And the best part? These publishers can receive a whopping 50% of the revenue generated by video ads that appear after their TikTok posts. This is a great incentive for publishers to stay on the platform and produce more content for TikTok. Plus, with insights into what content resonates with users, publishers can expand their presence on TikTok and potentially achieve higher engagement rates, increased brand awareness, and better ROI for their advertising efforts.


    Meme / Trend
    Think Twice Before Joining the Alt Text Meme
    Before you even consider joining the latest Twitter meme “Alt Text,” it’s crucial to pause and think about it. The current meme involves an arrow pointing to the ALT image description label, with a joke or punchline behind it. Brands like McDonald’s and Red Bull Gaming have already jumped on board. However, it’s essential to remember that alt text is used by blind or partially sighted people to navigate social media. So, before you participate, consider the impact it may have on others.

    McDonald’s has since removed the tweet and apologized.


    Facebook
    Why Are Ad Prices on Facebook Dropping? How Will This Impact Your Campaigns
    According to recent data shared by Jon Loomer, Facebook’s average ad price has dropped 17% in Q1 earning of this year, while the number of ad impressions has increased by 26%. While this may seem like good news for advertisers, it’s important to understand the reason behind this trend.

    So What: 

    It could be a sign of an increasingly saturated audience, which may not be a good thing in the long run.

    The drop in average ad price and increase in ad impressions are likely tied to an increase in inventory. More ads are being shown on the platform, either because there are more users or users are spending more time there. 

    For example, spending 100 minutes on the platform may result in seeing 100 ads, whereas only 5 ads may be seen after spending 5 minutes on the app.

    However, it’s important to note that increasing ad frequency may eventually make them less effective. Ad frequency is a Facebook metric that measures the average number of times users have seen an ad. When ads are shown too frequently to the same audience, it can lead to ad fatigue and reduced engagement.


    Blue verified checkmarks are coming to Gmail
    Google adds blue checkmarks on Gmail to verify select senders’ identity with BIMI adoption. Helps users differentiate legitimate messages

    Instagram is Testing a New AI Sticker Creator
    Hot on the heels of TikTok’s AI profile picture generator, their new AI sticker generator is here

    Screentime boosts reach on Twitter
    Elon announced that more screen time on posts leads to more visibility. Native video gets priority on platform

    WhatsApp’s latest updates include improved polls and forwarding of picture captions
    Finally, WhatsApp introduces single-vote polls, so you can prevent users from casting multiple votes.


    Bluesky
    The New Social Media Platform So Exclusive, Invites Are Selling for $329
    have you heard about the new cool kid in town? Say hello to Bluesky, the social media platform launched by none other than Jack Dorsey, the founder of Twitter. With all the recent changes happening at Twitter, many users have been flocking to this new platform for a fresh start. However, Bluesky is still in closed beta and only accessible via invitation. That hasn’t stopped some people from selling invite codes on eBay for as much as $329, making it more expensive than buying a blue tick on Twitter. Luckily, I managed to snag an invite and will be sharing some codes here once they become available. So stay tuned.

    If you are there already then feel free to say hi on there. @mohtab.com 


    LinkedIn
    LinkedIn Unlocks Private Communication for Brand Pages: Say Hello to Your New Inbox
    You know those times when you’re managing a LinkedIn brand page and you just wish you had your own private inbox to connect with your audience? Well, the folks at LinkedIn must have read your mind because they’re rolling out brand pages with their very own inboxes! Finally, a dedicated space for you to slide into those DMs and connect with your followers in a more personal way. No more cluttered message requests or awkward exchanges in your personal inbox. With this new feature, you can keep your professional communication separate and organized. It’s like a breath of fresh air for your brand’s social presence!

    Thank you Amel Njeh for the nudge 👍


    Job Board

    • Media Executive – Social [Dubai]
    • Media Manager/Senior Media Manager – Social [Dubai]

    Email Your Resume


    Brand Watch

    Speaking of jobs. Fiverr’s latest recruitment strategy was a smart move that turned a dull job post into a creative ad. By posting 50 seemingly ridiculous job titles on LinkedIn, the company was able to increase career page views by 91% and job applications by 43%. The successful campaign helped Fiverr fill all their job openings.

    Source: @jappleby

    Here is another example of this being done. A few years back The New York Public Library did a smart move publishing a full book in their Instagram Stories. Think how can you push the boundry this week.

  • Facebook Ads Gone Wild: Major Overspending Reported

    Every week, I bring you a summary of the need-to-know news in the world of digital marketing. No fluff, just the good stuff.

    If you find it helpful, be sure to share it with a friend!

    Summary

    • Facebook ad system errors cause overspending. Advertisers must monitor ad sets, set up alerts, and diversify ad portfolio.
    • Facebook Location Targeting Update Could Hurt Specific Advertisers: Watch Your Targeting Settings
    • Elon Musk rakes in $1.2M per year from Twitter Subscriptions
    • LinkedIn Algorithm Update: Editing Posts No Longer Affects Your Reach

    Updates

    Facebook
    Facebook Ad Accounts Hit by Overspending Glitch
    Oops, they did it again! 🙄 Facebook ad system errors causing overspending is like a recurring nightmare. To avoid being stuck in this financial limbo, advertisers need to stay vigilant, set up alerts, and monitor their ad sets and budgets like hawks! It’s like a game of whack-a-mole – knock down the overspending before it ruins your ad budget.


    Facebook
    Another Advertiser Alert: Facebook Quietly Removes Location Targeting Options
    As first reported by Jon Loomer, Meta has made an unannounced update to location targeting, removing the previous options and leaving only the “Living in or recently in this location” default option.

    So What:

    Previously, advertisers could choose from four options, including “People living in this location” and “People traveling in this location.” The change may not affect all advertisers, but those who rely on more specific location targeting may find themselves reaching the wrong audience.

    This could be problematic for businesses that can only ship to certain locations, offer services only to local residents, or cater specifically to tourists.

    There are a few possible reasons for the change, including low usage of the previous options, privacy concerns, or trust in Facebook’s algorithm to sort it out. As always, it’s hard to say what Facebook’s motives are, but one thing’s for sure, advertisers need to keep a close eye on their targeting settings to ensure they’re reaching the right people.


    Google Looker Studio now offers configuration options for Sankey charts
    Sankey diagrams show how values flow from one category to another, making them a powerful tool for analyzing information over time.

    YouTube to Boost Live Shopping via Scheduled Product Drops
    YouTube to improve live-stream product listings with scheduled product drops. Creators can upload details to appear at set times.

    TikTok’s AI Avatars: New Feature Lets Users Create Illustrated Profile Pictures from Uploaded Photos
    TikTok is testing a new tool that lets users generate AI-generated avatars for their profile pictures, based on uploaded photos. The tool will create stylized and illustrated images.

    Instagram introduces new feature to view story likes beyond 24 hours
    Instagram users can now see who has liked their stories after 48 hours. Previously, users could only see the list of people who viewed their stories within 24 hours, and afterward, the list would disappear. The new feature allows users to keep track of who engaged with their content for a longer period.


    Amazon Ads
    Boosting Ad Revenue: Pinterest and Amazon’s Multi-Year Strategic Partnership
    Pinterest and Amazon have announced a new multi-year strategic ad partnership aimed at bringing more brands and relevant products to the platform.
    This new partnership is a first for the image sharing and social media site and will be a big boost for Pinterest’s ad revenue. While Pinterest has been struggling with macroeconomic forces impacting its business, this partnership could offer consumers a more seamless buying experience, as users will be taken directly to Amazon to make a purchase.

    So What:

    This partnership has the potential to offer a seamless buying experience for consumers, which could result in faster checkouts as users are directed straight to Amazon to complete their purchase.


    Twitter
    Exclusive Content and Extra Cash: Twitter Subscriptions Now Available Globally
    Want to turn your Twitter fame into fortune? Twitter has introduced a new feature called “Subscriptions” that allows creators to earn a steady stream of income by offering exclusive content to their most devoted followers. Eligible creators from around the world can sign up for this program and start monetizing their Twitter game.

    Twitter Subscriptions has introduced a new feature that allows creators to estimate their potential earnings from the Subscriptions program. The calculator takes into account the percentage of followers and the monthly subscription fee to provide an estimated earning figure. This is a clever move from Twitter, providing creators with a visualization of the potential profits that could be made through the Subscriptions program.

    Subscriptions is open to all accounts that qualify if they:

    • Have subscribed to Twitter Blue or are a verified organization (obvious move)
    • Have at least 500 followers
    • Have been active in the past 30 days
    • Are at least 18 years old

    Elon Musk seems to be a big fan of Twitter Subscriptions, and who can blame him? By enabling the feature, he’s now making an estimated $1.2 million per year just for posting on his own platform – talk about a lucrative side hustle!


    LinkedIn
    LinkedIn Algorithm Update: Editing Posts No Longer Affects Your Reach
    LinkedIn has recently made a significant change to its platform, with the news that editing posts will no longer negatively impact the reach of your content. Richard van der Blom, a social media expert, reported that the LinkedIn algorithm will no longer penalize posts for editing, which is great news for brands and content creators who previously had to either live with typos or delete the entire post to avoid hurting their reach.

    So What:

    This change will make it easier for users to maintain the quality of their content without sacrificing their audience reach, and it is expected to lead to an overall improvement in the quality of content on the platform.


    Resources

  • Did Meta just kill Linktree?

    Every week, I’ll bring you a quick and easy summary of the need-to-know news in the world of digital marketing. No fluff, just the good stuff. And if you find it helpful, be sure to share it with a friend!

    Instagram
    Instagram’s new feature takes on Linktree and ‘link in bio’ providers, offering up to 5 links on profiles
    Instagram launches new feature challenging Linktree and other “link in bio” solutions by allowing users to add up to five links in their profile bios. The feature has been a top request among creators and can direct followers to other content such as online businesses, brands, or causes. Instagram’s previous platform limitations have allowed alternative solutions like Linktree to thrive. The move is seen as an effort to adapt to the needs of the creator community.

    Linktree, the popular “link in bio” solution provider, wasted no time in taking a jab at Meta when they announced their new feature allowing users to add multiple links to their Instagram profile bios. In a humorous tweet, Linktree pointed out that even Meta themselves are still using Linktree as their main “link in bio” service.


    Facebook
    Facebook Introduces New Metrics
    The new metric allows you to track how your content is consumed on your own page as well as other pages where it was crossposted or shared. This helps you get a better understanding of how your content is performing and who is engaging with it, allowing you to make informed decisions about your content strategy.

    So What: Tracking the new metric of video views on your page as well as on other pages where your content was crossposted or shared can give you insights on how to improve your content strategy.

    Example: Suppose your business page shares a video that gets more views on another page where it was crossposted than on your own page. In that case, you may consider partnering with that page or creating more shareable and engaging content to increase your reach. On the other hand, if your videos are not receiving many views when crossposted to other pages, you may want to revise your crossposting strategy or focus on promoting your videos through other channels. By optimizing your content, you can achieve maximum reach and engagement, leading to increased brand awareness, website traffic, and revenue.


    Twitter
    Pay Up $1000 per Month or Your Ads Won’t Run on Twitter
    Starting April 21, Twitter requires all business accounts running ads to have a verified checkmark or subscribe to either Twitter Blue or Verified Organizations. Accounts spending over $1000 per month already have gold checks or will soon, and will not be affected. This change is in line with Twitter’s verification strategy to improve content quality and reduce fraudulent accounts.


    Brand Watch

    Nissan
    The Power of Chill: Nissan’s Ad Takes a Lofi Approach to Marketing
    Have you heard of Lofi Girl? This YouTube channel has become incredibly popular with over 12 million subscribers for its animations and instrumental music that are perfect for studying or relaxing. Recently, Nissan used the Lofi Girl aesthetic for an ad for their Ariya electric vehicle. The ad was so well done that many viewers didn’t even realize they were watching an advertisement.

    So What: Leverage popular cultural trends and aesthetics to reach new audiences and create a more authentic and relatable brand image. By partnering with Lofi Girl, Nissan was able to tap into a community of music and animation lovers, and create a commercial that blended seamlessly with the content they were already consuming.

    Businesses can try this out by identifying cultural trends, communities, and subcultures that align with their brand values and target audiences. By partnering with creators or influencers within these communities, businesses can create more authentic and engaging content that resonates with their audiences and helps them stand out in a crowded market.


    Resources