Digital Debrief | February 2024

Welcome to the February 2024 edition of the Digital Debrief! This month, we'll dive into the latest updates from major digital platforms, including Meta's insights on AI-driven ad tools, Instagram's new animated stickers feature, Google's introduction of structured data carousels, and much more. From advancements in ad targeting to algorithm updates and TikTok’s new search tool, we'll explore how these changes impact digital marketers and what opportunities they present for optimizing campaigns and driving engagement. ?

Facebook?

New notes on AI advertising tools?

Meta's recent roundtable discussed AI-driven ad tools, highlighting strong adoption of Meta's AI content generation features, growing click-to-message ads, and the impact of AI content recommendations on engagement. Brands leveraging AI targeting tools, such as Advantage campaigns, are seeing improved results. Despite initial hesitance, focusing on creative, the most critical aspect of ad campaigns, has led to better outcomes.

Instagram?

Animated stickers ?

Instagram has introduced a new feature allowing users to create animated stickers from videos. Now, alongside still images, you can cut out GIF-like stickers from any video clip within the app. This expands creative possibilities for users, enabling them to share individual stickers of various post elements in Stories and Reels. However, there are limitations – creators must have posted publicly and enabled permissions for others to create cutouts from their content. Additionally, if the original post is deleted, the sticker will also be lost.

Meta Verified filter for comments?

Meta is introducing a new feature called Meta Verified comment filter on Instagram, aimed at prioritizing engagement from celebrities and verified users. This feature allows users to sort post comments based on algorithmic filtering or by Meta Verified status, highlighting accounts with a blue checkmark. While this could provide paying subscribers with an extra level of exclusivity, its value for regular users and creators remains questionable. The idea behind prioritizing Meta Verified accounts is to reduce bot and spam accounts, potentially facilitating better engagement with influential users and fostering collaboration opportunities. However, the feature is currently only in testing, with no plans for a wider rollout at this stage.?

?Direct Message filter option for Creators?

Instagram has introduced a new DM filter option for creators, allowing them to filter their inbox to show messages only from profiles they follow. This "People you follow" filter aims to prioritize personal connections and enhance safety by focusing on known contacts. Instagram chief Adam Mosseri highlighted its usefulness for managing collaborations and negotiations. The feature is part of Meta's broader efforts to promote positive engagement and create more friendly experiences across its platforms. This move aligns with Meta's strategy to reduce political content and foster joyful interactions, as seen in its AI-recommended Reels and real-time text app Threads.

Marketplace tool expansion ?

Meta has expanded its Creator Marketplace tool, allowing businesses in regions like Canada, Australia, and India to connect with influencers for Instagram campaigns. Launched in 2022, this tool helps brands find creators based on criteria like follower count and focus topics. New machine learning-based recommendations highlight accounts with strong engagement rates and past brand mentions. Brands can access the marketplace in Meta Business Suite, with availability coming to new regions soon.?

SPAM warning ?

Instagram is enhancing user protection with new measures against suspicious activity. Firstly, users will now receive warnings when potentially scammy profiles request to connect. These alerts aim to raise awareness of potential risks associated with certain accounts. Additionally, Instagram will provide alerts when users are tagged or mentioned by accounts they don’t follow, prompting them to review and update their safety and privacy settings. These in-stream prompts aim to increase awareness of potential misuse and encourage users to take action to safeguard their accounts.?

TikTok ?

Search shortcut for content discovery ?

TikTok is ramping up search capabilities with a new shortcut feature, aiming to streamline content discovery. Users can now add a TikTok Search shortcut directly to their device Home Screen, as showcased by Girl Power Marketing. This move not only enhances user experience but also positions TikTok as a potential shopping hub by spotlighting relevant products. Given the app's popularity for seeking answers, particularly among younger demographics, this initiative aligns with TikTok's ambitions to expand into search-related activities. In China, TikTok's local version, Douyin, already offers comprehensive search functionalities, including business listings and food delivery services. TikTok aims to replicate this success globally, leveraging generative AI search to enhance user engagement and utility.

Partnership with Adobe Express?

TikTok is teaming up with Adobe Express to bring its AI-powered Creative Assistant tool to a wider audience. Now, users of Adobe Express can access the Creative Assistant as an add-on within the app, allowing them to tap into TikTok trends for fresh content ideas and inspiration. Launched last September, TikTok's Creative Assistant combines various elements from its Creative Center into a chatbot format, offering trend searches, top ads, keyword insights, and more. This collaboration with Adobe Express means that users can now easily generate video scripts and gain real-time updates on in-app behaviors directly within the video editor. The partnership highlights the potential for TikTok to expand its third-party integrations, providing valuable insights to content creators across different platforms. With advanced editing tools also available in Adobe Express, this collaboration could offer a powerful combination for creating engaging TikTok content.?

LinkedIn ?

Goodbye Creator mode ?

LinkedIn is phasing out Creator Mode and removing profile hashtags. Most Creator Mode features will remain available to all users. LinkedIn aims to provide more creation tools to all members and focus less on hashtag discovery. Users will need to update their profiles accordingly.?

Media planning API?

LinkedIn has rolled out a new Media Planning API for agency partners, providing real-time data insights directly from the platform to aid in campaign planning. This API offers forecasted reach and frequency metrics to help marketers plan and measure campaign success more accurately. While primarily geared towards agencies, it offers valuable user data points such as demographics and online behaviors to enhance strategic decision-making. Interested brands can contact their agency development lead or LinkedIn sales representative for more details.?

Algorithm changes?

LinkedIn has revealed updates to its content distribution algorithm, emphasizing valuable, evergreen content over timeliness. The platform aims to extend the shelf-life of posts by recommending them to users interested in specific topics, even months after they're posted. This shift aligns with LinkedIn's goal of providing niche, insightful content to help professionals grow. According to LinkedIn's editor in chief, Dan Roth, members should focus on sharing knowledge rather than chasing posting trends, like optimal posting times or post length.?

X?

Articles feature is coming?

X has expanded post length for more context and is testing a new "X articles" feature, allowing users to publish longer content directly on the platform. These articles will have a dedicated blog posting system and a custom link preview card in the X feed. This move mirrors Facebook's retired "Instant Articles" but reflects Musk's strategy to attract more creators and potentially introduce revenue-sharing incentives.

Pinned posts visible to followers ?

Elon Musk announced a new feature where all Pinned posts will be visible to all followers in the app. This is a response to frustrations over the X algorithm suppressing post reach. However, users can only boost one post every 48 hours. While it offers a way to maximize messaging reach, it also highlights issues with post visibility on X. The platform has reduced reach for non-paying users, but this new feature extends to all, regardless of subscription status. It may not have a significant impact, given the low number of active posters on X. There's a risk of overcrowding in the main feed and potential backlash from creators.

Search Engines ?

Structured data carousels are coming ?

Google has introduced new search developer documentation for structured data carousels (beta), available under the "early adopters program." This structured data is designed for a new carousel rich result still in beta, allowing users to horizontally scroll through entities from a specific site, such as hotels, restaurants, vacation rentals, products, and events. Each carousel tile may include information like price, rating, and images. While the generic Google guidelines apply, there are additional guidelines specific to this carousel.

Responsive search ads update ?

Google has rolled out significant updates to Responsive Search Ads (RSAs), offering more flexibility and automation in ad creation and management:?

• You can now display a single headline, and Google's AI technology predicts when this will enhance campaign performance.?
• At the campaign level, you can associate up to three headlines and two descriptions, with options to schedule start and end dates for time-sensitive promotions.?
• Account-level automated assets, such as dynamic images and sitelinks, can be generated by Google's AI to replace manually created assets when predicted to improve performance.?

While these updates have the potential to boost engagement and performance, they also mean giving more control to Google's AI, which may not always be 100% accurate.

New layout for GMail ads?

Google has rolled out a new "Sponsored" label for Gmail ads on mobile devices globally, except for EU countries. This update aims to create consistency in ad labeling across Google surfaces. The Sponsored label now appears alongside the brand name in the ad title, making it easier for users to differentiate between ads and organic messages. This change follows Google's introduction of the Sponsored label to search ads in 2022. While this alteration may impact click-through rates, it currently only applies to consumer Gmail accounts on mobile.?

?Bard becomes Gemini?

Google's AI-powered conversational tool, Bard, has undergone a rebranding and is now known as Gemini. Along with this change, Google introduced Gemini Advanced, a paid version of Gemini, bundled with the Google One subscription service. Gemini is becoming the default assistant on Android and iOS devices, replacing Duet AI in various Google products like Gmail, Docs, Sheets, and Slides.

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