The Digital Debrief | April 2024

Welcome to the April edition of the Digital Debrief, your go-to source for the latest updates and insights in the ever-evolving world of digital marketing! This month's newsletter is packed with exciting developments from major platforms like Facebook, Instagram, and TikTok, plus insight on the rise of search generative engines. ?

Facebook?

New vertical video display?

Facebook's taking a page from TikTok's book with its latest update. Now, videos in the app will play in a full-screen, vertical format, just like TikTok. Plus, they're adding new controls for a better viewing experience. Facebook's also improving its video recommendations based on your interests. Creators, take note: Facebook wants more Reels and original, high-quality content. Other platforms like X, LinkedIn, and Snapchat are following suit, making their feeds more TikTok-like. The update starts in the U.S. and Canada, with more regions to follow soon. Keep an eye out for those new video controls - they'll be rolling out over the next few weeks.?

Cracking down on AI ?

Meta's making it easier to spot AI-generated content on Facebook and Instagram. Now, when you post, you can tag your content as AI-generated. This helps users know what they're seeing isn't real, which is important because fake images are causing issues on the platforms. Scammers are using AI-generated pictures to boost engagement, from weird scenes to disturbing images. But the new tags are small, so some users might miss them.

AI Chatbot is everywhere ?

Meta is stepping up its game in the AI space, introducing a new generative AI assistant that's integrated into Facebook, Instagram, WhatsApp, and Messenger. Now, when you search within these apps, you'll have access to Meta's advanced AI engine for conversational queries. This feature, powered by the Meta Llama 3 model, aims to provide users with helpful information and context directly within the app. While Meta has tried similar AI assistants in the past without much success, they're confident that the upgraded Llama 3 engine will make this version more valuable to users.?

Instagram?

The latest algorithm update focuses original content?

Instagram is shaking things up with a new algorithm update aimed at boosting original content and giving smaller accounts a chance to shine. Here's what's changing:?

1. Aggregator accounts, known for reposting content, will be sidelined from recommendations unless they significantly alter the original content or have explicit permission.?

1. Reposted content will now be labeled, directing users back to the original creator.?

1. Recommendations will prioritize original posts over reposts, giving creators more incentive to share their own content.?

1. Smaller creators will get a boost in distribution, leveling the playing field against larger accounts.?

While these changes aim to promote creativity and diversity, they could also alter the user experience and engagement dynamics on Instagram. It's a balancing act for Instagram to support creators while maintaining user interest.?

New creator subscription options ?

Instagram is celebrating a milestone with over 2 million creator subscriptions in the app, giving creators more ways to make money. These subscriptions allow creators to offer exclusive content to paying fans, directly monetizing their dedicated audience. To mark this achievement, Instagram is rolling out new features like sticker engagement insights and expanded subscription stories teasers. They're also adding tools to prevent screenshots and sharing best practices for creators.

New “notify” sticker ?

Instagram is rolling out a new feature called the Notify sticker for creators, giving them another tool to keep their audience in the loop about their posts. With this sticker, creators can prompt their followers to set reminders to ensure they don't miss any upcoming content. This is especially helpful because not everyone sees every post due to the algorithm and the sheer volume of content on the platform. By allowing followers to opt-in to notifications for specific content types, creators can better reach their most engaged fans. While similar functionality exists with Favorites, the Notify sticker provides a more direct way to encourage followers to prioritize their content.?

Rethinking follower counts ?

Instagram’s Chief Executive Officer, Adam Mosseri, shared his stance on follower counts vs engagement metrics for measuring account value. Despite emphasizing the importance of engagement over followers, follower counts remain prominently displayed in Instagram and Threads. This contradicts efforts to combat negative behaviors driven by metrics, such as Twitter's attempt to reduce polarization by shrinking follower count font size. Mosseri has acknowledged the harms of focusing on metrics, yet Threads prominently features follower counts. The article suggests Mosseri could implement alternative metrics if he believes follower counts are not indicative of value. It questions why Mosseri, with his expertise in social platform engagement, doesn't make such changes. It advocates for testing different approaches to impact usage behaviors.?

TikTok??

TikTok sell-off bill??

In April, the U.S. Senate just gave the green light to a bill that could mean big changes for TikTok. If President Biden signs it, TikTok will either have to sell to a U.S. owner or face a ban in the country. The concern? Potential Chinese influence and data security risks. TikTok's assurances and plans to secure user data haven't been enough to ease worries. With tensions between the U.S. and China, senators are worried about the app's ties to the Chinese government and its potential use as a propaganda tool. If the bill becomes law, TikTok will have to sell within 9 months or face removal from the U.S. market. But there's political pushback from China, so the future of the app is uncertain.

SnapChat ?

New AI features ?

Snapchat has rolled out a bunch of new features, mainly focusing on generative AI, to keep users engaged. You can now create custom clothing for your Bitmoji characters with AI prompts, which sounds pretty cool. Plus, there are reminders in the My AI chatbot, giving it more of a digital assistant vibe. Another fun addition is an AI-powered Lens that transports you back to the 90s. And for those times when you mess up a message, Snap's got your back with chat edits. They're even adding Map Reactions, letting you send emojis to friends on the Snap Map.?

Threads ?

More engagement than X ?

Threads, Meta's Twitter-like app, is gaining momentum in the U.S., surpassing X in daily active users, according to Apptopia data. While X boasts a larger user base overall, Threads' steady rise suggests potential growth. Although X's daily users have stabilized compared to December, Threads' ascent signals a shifting landscape. Meta envisions Threads as a billion-user platform, although its growth has slowed since its inception.

X / Twitter ?

Incentive for verified organizations ?

X?introduced a new offer for brands: a gold checkmark in exchange for a fee, with added ad credits. For $2,000 annually, advertisers receive $2,000 in X ad credits with the Basic Verified Organizations package. Similarly, the Full Access package, costing $10,000 yearly, provides $10,000 in ad credits. In addition to the checkmark, users gain priority support, job listing access, and features of X Premium. Full access accounts also receive a reach boost and access to Affiliations. Despite X's efforts to incentivize checkmark display, some brands are still wary due to Elon Musk's controversial political commentary. However, for brands invested in X's audience, this offer may be worth considering as part of their promotional strategy.

LinkedIn?

In-stream games ?

LinkedIn has rolled out its new in-stream games, offering professionals a brief escape during their workday while also boosting engagement on the platform. The games include Pinpoint, a word association game; Queens, a logic game; and Crossclimb, a trivia game. Scores and performance stats will be displayed on a scoreboard, encouraging friendly competition among connections, companies, and schools. While the addition of games may seem out of place, it aligns with LinkedIn's goal of increasing engagement and providing users with diverse ways to connect and interact on the platform.

Are premium/subscription business pages coming? ?

LinkedIn is experimenting with a new subscription option called LinkedIn Premium Company Pages, tailored for businesses. This offering provides a range of features aimed at helping brands stand out on the platform. Some key features include custom call-to-action buttons, insights into visitors, AI-powered post writing assistance, and auto-invitations for engaged members to follow the page. However, the starting price of $99 per month may be steep for many small and medium-sized businesses (SMBs). While some features offer potential value, such as knowing individual page visitors and potential priority placement in search results, others may feel spammy or redundant. Despite this, LinkedIn's push to offer more features and capitalize on increased usage could attract interest from brands seeking to enhance their presence on the platform. However, it remains to be seen if these early features will be enough to entice a broader range of SMBs.?

Addressing scammers ?

LinkedIn has introduced a new verification badge for recruiters to combat recruitment scams and spammy outreach on the platform. Recruiters can now confirm their identity through LinkedIn Recruiter, similar to the ID confirmation process for regular users, which adds a verification tick to their profile. This expansion aims to provide extra assurance to users and combat fake recruiter accounts. Verified profiles have seen increased engagement, prompting LinkedIn to extend verification to recruiters to foster genuine interactions. This new feature will be available to recruiters using LinkedIn Recruiter starting in mid-April.?

Connected TV and Live Event Ads are here ?

LinkedIn has rolled out connected TV (CTV) ads and introduced Live Event Ads, aiming to assist marketers in leveraging the growing trend of video consumption. With CTV ads, advertisers can now extend their video campaigns to viewers' home TV sets, reaching professionals beyond the platform. Additionally, LinkedIn Premiere, in collaboration with NBCUniversal, offers brands access to target decision-makers through premium streaming content. Live Event Ads allow promotion of upcoming LinkedIn events directly in-stream, providing more visibility for broadcasts. These updates align with LinkedIn's efforts to support marketers in capitalizing on the surge in video consumption, complemented by the development of a dedicated video tab.

Search Engines ?

Demand Gen advertisers get access to AI tools?

Google has introduced new generative image tools for Demand Gen advertisers worldwide, powered by AI. These tools can swiftly generate high-quality image assets with just a few clicks. Additionally, Google has unveiled a "Generate more like this" feature, enabling advertisers to create similar versions of successful images. This advancement aims to streamline campaign management, saving time, money, and resources. While AI generates these assets, advertisers maintain full control over the final selection, ensuring tailored images for their business or clients. Google emphasizes originality, as its AI ensures that each generated image is unique.?

Auto-pause low-performing keywords ??

Starting in June, Google Ads will automatically pause low-activity keywords, which are keywords that have had no impressions in the past 13 months. If you re-enable these keywords, they could be paused again after three months of inactivity. This change aims to help advertisers focus on keywords that drive results. Additionally, Google Ads started automatically pausing ad groups with low activity back in March.?

March 2024 core update complete ?

Google has completed the rollout of its March 2024 core update, which began on March 5 and concluded on April 19. This update aimed to reduce low-quality and unhelpful content in search results, resulting in a 45% reduction in such content. Additionally, Google released a new feedback form for site ranking changes and updated its help center page for debugging drops in Google Search ranking. The update also saw the integration of the helpful content system into the core update system. While there isn't specific advice for recovery from this update, Google emphasizes creating helpful and people-first content for improved rankings.?

Third-Party Cookie depreciation is delayed – AGAIN ?

Google has decided to delay the deprecation of third-party cookies in Chrome once again, citing challenges and increased scrutiny from the U.K. Competition and Markets Authority (CMA). This gives brands more time to prepare for the transition, but it's just another delay - third-party cookies will eventually phase out, just not this year. Google hopes to complete the process by 2025 but hasn't provided a specific timetable. Since the initial announcement in 2020, there have been hurdles, including concerns from the CMA, reservations from the U.K. Information Commissioner’s Office (ICO), and criticism of Google's proposed alternatives like the Privacy Sandbox.?

Search is evolving towards generative engines?

Sundar Pichai, Google's CEO, shared at the 2024 Business, Government & Society Forum at Stanford University that Google Search is moving toward Search Generative Experience (SGE). He emphasized that AI has been transforming Google Search for years, evolving beyond just providing links to answering questions directly. However, Pichai stressed the importance of maintaining a balance between providing direct answers and showcasing the diversity of information available on the web. He believes that AI can enhance Search by offering more powerful tools, but it must be deployed responsibly. This shift toward SGE has sparked concerns among brands and content creators about users bypassing websites, but Pichai assured that Google is committed to maintaining the principles of surfacing a range of opinions. As AI continues to shape Search, understanding its direction is crucial for SEO and content strategies, despite ongoing criticisms of search quality and AI-generated answers.?