The Bolt: Digital Tools for Concrete Results
Inside this issue:
Hey ??
Welcome to edition #27 of the Bolt!
This week we’ve got new features from Instagram, an important delay from Google for media buyers, and good news for TikTok content creators.?
Let’s get into it ....
?? Instagram Updates Feed Algorithm to Prioritise Original and Emerging Creators
Instagram has announced a major algorithm update, which is designed to ensure that original content posters get more traction, as opposed to those who repost their work, while also giving smaller accounts more opportunity.
This aligns with Meta’s broader push to enhance its connection with creators, and it could also have an impact on some posting strategies, depending on exactly how it’s implemented.
?? The update consists of four key elements:
1?? Removing aggregator accounts from recommendations: First off, Instagram is looking to disincentivize aggregator accounts, by removing them from its account and content recommendation displays.
2?? Adding labels to reposted content: This could be the most interesting and significant element, with Instagram now looking to proactively redirect users towards the original creators of content in the app.Now, when Instagram detects that you are the original creator of a post, it will look to drive more traffic to your upload, as opposed to reposts of the same.?
This could provide a major boost for original creators, especially considering the amount of attention that re-posts get in the app. Viral content often gets a lot more distribution from re-usage, and if Instagram’s able to ensure that the original creator gets all of that attention, that could significantly boost creator traction and engagement.
3?? Replacing reposts with original content in recommendations: Similar to the first point, Instagram will also now look to highlight more original content in recommendations, by switching out re-posts with the original.
4?? Smaller creators will get more distribution: Finally, Instagram is looking to shine a spotlight on smaller, newer accounts, as opposed to prioritising the biggest and most prominent creators.
We won’t know the value of this until it’s rolled out, but in theory, this could ensure that smaller IG accounts get more traction, by prioritising them over the usual recommendations.
With all that said, if your presence is somewhat lack on Instagram, now might just be the perfect time to beef up your IG game.
?? Google has delayed cookie deprecation (again…)
???? Big news for attribution.
Google is no longer deprecating cookies in 2024...?
But they will be in 2025 (maybe).
Here's the latest:
For those unfamiliar with the term, third-party cookies are tiny bits of code that website's place on a visitor's browser.?
Think of a time where you've looked at something online, a pair of jeans, let's say, and then seen that same pair of jeans advertised to you on another website.?
That's a third party cookie in action.
??They essentially help advertisers track users across the web to serve more relevant ads and analyse ad performance.?
Their use, however, has raised concerns about privacy because they collect a lot of information without direct user consent, hence Google is working on alternatives that balance privacy with advertising needs, like their Privacy Sandbox initiative.?
But, it’s tricky; they need to ensure these new tools meet regulatory standards and industry needs, which is the cause for the recent delays...
Google had planned to remove third-party cookies from Chrome—a change that would reshape how we target and measure ads. However, due to challenges and feedback from various groups including industry regulators and developers, and particularly the U.K. Competition and Markets Authority (CMA), they've decided to push this deadline further back.
To 2025 ??
So what does this mean for media buyers and DTC brands specifically?
In short, the delay gives us more time to adapt to upcoming changes. It’s a chance to explore new strategies for targeting and measurement that rely less on individual tracking and more on user privacy and grouped data.
However, the shift away from third-party cookies is inevitable.?
You should continue to test new tools and get comfortable with upcoming technologies that respect user privacy, whilst still delivering impactful campaigns!
?? TikTok Reaches a New Licensing Agreement With Universal Music
TikTok finally has some good news for a change…
??TikTok has announced that it’s come to terms with Universal Music Group (U.M.G.) on a new multi-dimensional licensing agreement.
Universal pulled its music from TikTok back in February, after negotiations on a new music licensing arrangement reached an impasse.
But now, the two sides have been able to establish a new agreement, which will see Universal return once again, providing more opportunities for artist promotion, and more creative potential for TikTok creators.
And really, it’s a win-win for both sides, even without knowing the full specifics of the deal, due to the value that TikTok now provides for music promotion.
?? Your TikTok audio library just got that much bigger, so go out there and get creating!
领英推荐
? The Complete Checklist for Crafting a Client Video Brief
Planning a video shoot??
Don't forget the essential step of creating a thorough video brief.?
By having a clear plan in place before shoot, you'll save yourself from unnecessary stress and ensure that both you and your client are on the same page.
Follow this checklist to nail your next video brief to impress your client.
?? Step 1: Understand the Client's Objectives
Before you can create a video brief, it's essential to have a clear understanding of your client's objectives for the project. Schedule a meeting with your client to discuss the following:
?? Step 2: Define the Scope of the Project
Once you understand the client's objectives, define the scope of the project. This includes:
?? Step 3: Create a Project Overview
Based on the information gathered from the client, create a project overview that outlines the key details of the project.
??? Step 4: Develop the Creative Concept
Next, develop the creative concept for the video based on the client's objectives and requirements. This includes:
???? Step 5: Outline the Logistics
Finally, outline the logistics of the project to ensure that everything runs smoothly on the day of the shoot. This includes shooting location, timeline and budget.
A well-crafted video brief is essential for ensuring a successful client shoot. By following these steps and working closely with your client, you can create a video brief that provides clear guidance and direction for the project.
?? 13 Cuts & Transitions To Make Your Content POP!
Learning these key editing techniques will allow you to develop a unique editing style that embodies your creativity and helps you deliver exciting and engaging videos that your viewers will love ??
Here are the essential types of cuts (along with a few transitions) that you should be acquainted with:
And that’s it, give these cuts a go for yourself on your next piece of content!
?? Rounding off The Bolt?
To wrap up, here’s just a couple of the latest marketing news stories from around the world:
?? Catch you next time on 27th May?
That's it for edition #27.
We’ll be back again on the 27th May with edition #28.
Hit subscribe and if there’s anybody in your network that you would like to see this, then tag them in the comments or forward it on.
Sara and the team at Expert Trades
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