April Social Media Digest

It's time to dive back into the vibrant world of social media once again.?

This month, we unpack the evolving and market-disrupting potential ban of TikTok, the perception of social media as an indispensable tool in modern marketing strategies, LinkedIn’s introduction of new ‘Thought Leader Ads’, updates to YouTube Shorts ad capabilities, as well as the recent launch of the social network to hit North American app stores, Airchat.?

So, grab your favorite beverage, settle into your comfiest chair, and join us as we embark on a journey through the ever-evolving social media marketing landscape.

What Comes Next for TikTok Following Approval of US Sell-off Bill? (via The Verge )

TikTok's wild ride continues.?

In late April, President Joe Biden signed a foreign aid package containing a bill that sets a deadline for TikTok's parent company, ByteDance, to divest from the app within a year, or face a ban in the US. ByteDance now has nine months to negotiate a deal, with a possible three-month extension if progress is made.?

The bill initially faced uncertainty in the Senate, but was advanced through political maneuvering late last month and was officially signed into law by President Biden on Apr. 24. We’ve now also learned that TikTok is challenging the law in court , suing the U.S. government on the claim that the new law is an “unprecedented violation” of the First Amendment.

While talks of a potential TiKTok ban continue to echo around the halls of the capital, TikTok themselves are pressing forward with continued product rollouts, launching TikTok Notes in Canada and Australia last month. TikTok Notes is a photo-based, Instagram-like competitor that allows users to add headlines above captions of still images, a feature not currently available on Instagram.?

Through all of this, one thing is certain: TikTok remains a force to be reckoned with in the social media landscape, continuing to shape the future of social communication and engagement.

Smarty’s Take??The potential TikTok ban and the rise of TikTok Notes offer both challenges and opportunities for brands when it comes to their social media marketing strategies. For now, we’re continuing to look at TikTok for content strategies in 2024, but are also recommending that our clients diversify their social campaign strategies to navigate potential disruptions and leverage the creativity of emerging platforms like TikTok Notes. Adapting swiftly to market shifts and embracing innovation is essential for sustained engagement with target audiences and moving forward, we'll continue to monitor the go-to-market launch and user adoption of TikTok Notes, guiding our clients accordingly.?

Skeptical CMOs are Wrong – Social Media Marketing is a Powerful Tool (via The Drum )

For the second year running, over a fifth (22.5%) of the 3,000 marketers responding to Marketing Week’s 2024 Career & Salary Survey , say social media is the most overrated skill in a marketer. Frankly, this shows how much education and modernizing CMOs in our industry still need to undertake.

In this article from April 3, Daisy Domenghini of VaynerMedia emphasizes that social media should not be viewed as a separate entity, but rather, as an integral extension of traditional marketing strategies. She critiques the recurring debates about the legitimacy of digital marketing, arguing that social media is not merely a component but one of the most vital aspects of the modern marketing communication mix.

Domenghini also highlights the significance of social media as an invaluable source of insights, offering marketers unparalleled access to audience preferences, behaviors, and trends. She notes that social media serves as a dynamic platform for understanding diverse consumer cohorts and subcultures, enabling brands to tailor their creative projects and messaging accordingly. In this way, social media facilitates a deeper understanding of consumer needs and preferences, driving the development of resonant customer propositions and effective communication strategies.

Ultimately, this article serves as a reminder to marketers that embracing social media is not simply a choice, but a strategic imperative in today's digital marketing landscape.

Smarty’s Take?? We feel this article underscores the critical importance of social media marketing in today's digital landscape, challenging misconceptions about its efficacy. For agencies like Smarty Social, it highlights the need to recognize and leverage the power of social media as an integral component of comprehensive marketing strategies. By embracing social media's role in driving insights, engaging diverse audiences, and fostering brand resonance, we help our clients stay ahead of the curve and deliver impactful results for their clients in an ever-evolving digital environment.

LinkedIn Challenges TikTok and Instagram, Launches Thought Leader Ads to Tap Into Influencer Marketing (via Benzinga )

ICYMI, LinkedIn continues to make a strong case for a permanent spot in your social marketing strategy.?

LinkedIn is stepping into the influencer marketing arena, challenging TikTok and Meta by introducing Thought Leader ads, enabling advertisers to amplify posts from users, including popular creators. The move aims to boost LinkedIn's revenue growth, leveraging its vast user base of over 1 billion members.?

Despite its smaller market share compared to competitors, LinkedIn's detailed employment data enables precise ad targeting, particularly beneficial for B2B products. Additionally, LinkedIn's focus on humanizing brands through Thought Leader ads has shown promising engagement rates. The platform's recent venture into short-form video content also suggests a strategic move to compete with other social media giants.?

While Microsoft reports "record levels of engagement," questions arise about the distinction between "members" and "users" and the accuracy of such claims, especially considering LinkedIn's closure of its Chinese business.?

Nonetheless, LinkedIn's growth remains robust, driven by various business lines and the growing interest from brands looking to drive more impact through their social media marketing efforts.?

Smarty’s Take?? LinkedIn's venture into influencer marketing with Thought Leader ads marks a pivotal moment in the social media landscape, presenting our agency with exciting new opportunities. Recognizing LinkedIn's ambition to harness its extensive user base and precision targeting, we understand the need to adapt our strategies and embrace this high-growth platform. Through Thought Leader ads, our clients can effectively engage with professionals in B2B sectors, bolstering brand visibility and fostering customer acquisition. Furthermore, as LinkedIn expands its offerings to include short-form video content, we remain committed to exploring innovative content creation strategies tailored to this platform. Given LinkedIn's consistently positive performance over the past year, we’ll continue to advocate for its integration into our clients' social media marketing initiatives.

YouTube Launches Premium Placement Option for Shorts Ads (via Social Media Today )

Did you know that a recent study by Lifesight.io found that in 2023, YouTube was the most visited social media platform, soaring to 1.35 trillion user interactions, a significant leap from its 2019 count of 263.3 billion?

This growth represents an 80.49% increase over the last five years, with the platform's growth rate hitting a 5.13 multiple. Undoubtedly, this is due to the ease of viewing content with the introduction of YouTube Shorts.?

In an attempt to capitalize on this growth, in mid-April, YouTube introduced a new advertising option called "YouTube Select Shorts," allowing advertisers to place their ads alongside top-performing Shorts content in various categories such as Entertainment, Beauty, Fashion & Lifestyle, Food & Recipes, Gaming, and Automotive.?

This feature aims to provide advertisers with more control over their Shorts promotions and maximize exposure to viewers in specific niches. With Shorts now viewed by 2 billion logged-in users monthly and increasing viewership on TVs, leveraging this advertising opportunity could enhance video campaigns' effectiveness.

Additionally, YouTube offers new tips in its "ABCD’s of Effective Ads " section to help creators maximize their Shorts content, offering valuable insights for optimizing their Shorts approach.

Smarty’s Take??We love it any time social media networks make feature updates that improve our ability to surface ads to the right audience in the right way. YouTube's introduction of "YouTube Select Shorts" has presented us with yet another compelling opportunity to enhance our clients' video campaigns, with the ability to place ads alongside top-performing Shorts content in specific categories, helping us to target niche audiences more effectively and maximize exposure. Considering the significant viewership of Shorts, and the growing popularity of Shorts on TVs, integrating this advertising option into our clients' strategies could yield substantial results and elevate their video marketing efforts to stay ahead of the curve in the highly competitive short-form video content landscape.?

Airchat is a Social App Built Around Talk, Not Text (via TechCrunch )

AirChat, a new social media app championing voice communication, surged onto the scene in April, offering users a novel way to connect using their voice - not text - to communicate with audiences.?

Led by Naval Ravikant and Brian Norgard, the app combines elements of Twitter and Clubhouse, allowing users to speak their posts, which are then transcribed for easy consumption. While the platform's asynchronous nature may ease participation for some, concerns linger around content moderation.?

Ravikant advocates for a "hands-off" approach, emphasizing tone over content regulation, reminiscent of platforms like Substack and early Clubhouse. However, without robust moderation measures, AirChat risks falling into the same pitfalls as its predecessors, raising questions about its long-term viability.?

As the platform navigates its early stages, its success may hinge on its ability to strike a delicate balance between fostering open dialogue and safeguarding against abuse and harmful content.?

Smarty’s Take??We’re always interested any time a ‘new’ social media network is released in the US, having been witness to the initial success - and subsequent rollercoaster ride - of the Threads launch last summer. But AirChat's arrival is interesting to us due to its unique voice communication component. By prioritizing talk over text, the platform opens avenues for brands to forge deeper connections with audiences authentically. Yet, the absence of robust content moderation raises red flags, demanding that we continue to monitor and advocate for effective safeguards. As AirChat finds its footing, we’ll continue to track its success and will begin exploring potential content strategies once we’re convinced it could give our clients a competitive edge in the market.?

With our calendars now flipped to May and the warmth of spring enveloping us, we find ourselves once again enthralled in the ever-changing world of social media. This month's journey through the digital landscape has been nothing short of enlightening, as we explored the latest developments shaping the industry.?

From the forward momentum of a potential ban of TikTok in the U.S. (which could still take years and is already being challenged in Court) to LinkedIn's foray into influencer marketing with Thought Leader ads, and YouTube's introduction of premium placement options for Shorts ads, the social media sphere is abuzz with innovation and opportunity. We've also witnessed the emergence of AirChat, a unique platform championing voice communication, promising deeper connections but also raising questions about content moderation.

As we reflect on these developments, one thing becomes abundantly clear - the social media landscape is ever-evolving, presenting both challenges and opportunities for marketers. In the face of regulatory changes, platform innovations, and shifting consumer behaviors, Smarty Social remains committed to navigating this dynamic terrain with agility and expertise.

Thanks for reading! See you next month.