December 2022 Issue - WHITE64 In 64 Seconds

By:?Daley Keator,?Senior Content & Social Media Manager?/?Skyler Ritchie,?Media Planner & SEM Specialist?- December 21, 2022

SOCIAL?

TikTok In Trouble?

As many of you may know, TikTok is facing serious ramifications in the U.S. due to privacy concerns. A recent Bipartisan Bill was put forth that, if passed, would ban the use of the app in the U.S. due to privacy and security concerns. As of December 14th, The Senate passed a bill that prohibits any federal employee from using TikTok on a government issued device. This isn’t the first time TikTok has come under scrutiny over similar concerns, but will this be the final straw?

TikTok Prepared For Competition?

While the future of TikTok in the U.S. is uncertain, the platform is still making adjustments to beat out the competition. The most recent change being tested is horizontal full width display videos. The platform is known for its vertical video feed so this change will factor into creators strategies as they look to increase engagement.

Sleigh This Holiday Season With ?? BeReal ??

BeReal is the platform to watch this holiday season, as many companies are turning to the platform for holiday promotions. One example of this is Logitech using the app to promote their “12 Days of Deals” campaign aimed to target a Gen Z audience. Since the platform is completely organic, companies have to think more about awareness and overall brand health rather than clicks when it comes to using BeReal in a campaign. It’s no secret that authenticity is a huge trend right now, so BeReal may be the key to helping your brand stand out.

SEARCH

More Changes to Come

One of the major topics within paid search media right now is regarding the upcoming changes to Google Analytics…

Starting in Q3 2023, Google Analytics 4 (GA4) will officially replace Universal Analytics. If you’re currently utilizing a Universal property, it may be worthwhile to transition prior to July 2023. After all, the earlier you transition the more historic data you have to work with. Don’t worry though, you’ll still have access to Universal data for at least six months after July.

What does this mean? First of all, if for any reason you’re not sure how this affects you, Google can help you check to see if you have a Universal Analytics (UA) property, and if you created a property prior to October 2020 then you’re likely using a Universal property. The biggest difference between the two is data tracking (shocking right?). GA4 will give advertisers a simplified way of collecting and analyzing data through “events”. There are 4 event types in GA4: automatically collected events, enhanced measurement events, recommended events and custom events. Basically, you can get as broad or as granular as you want through these newly defined tracking capabilities, without being a “conversion tracking guru” when using Universal Analytics in conjunction with Google Tag Manager. Data organization is another large part of GA4. Rather than setting up “unfiltered”, “test” and “master” properties within UA, GA4 will simply have a “data stream”, which can be an app or website. “Won’t this silo my data and make it harder to digest?” While up to 50 streams can be created, these streams can also be combined within various reports, making cross-device tracking and data aggregation easier than ever. It may take some time to adjust to this new property type, but specific differences between UA and GA4 can be found here.

Recap:?Change is on the horizon - social media platforms combat privacy issues and competition while paid search continues to provide new ways to look at and dissect data.