The Digital Debrief | July 2024

Welcome to the July 2024 edition of The Digital Debrief! This month, we’re diving into new AI tools from our favorite social networks, a clickless SEO trend/future, and the possible end of the cookiepocolypse. From LinkedIn’s new sponsored newsletters and AI-powered campaigns to TikTok’s Eventbrite integration and emerging AI chatbot, there’s a lot to explore. We’ll also cover X’s efforts to regain advertisers, Snapchat’s quirky new sports network, and Meta’s legal challenges in Europe. Plus, we’ll keep you updated on Google’s shifting strategies, including their reversal on third-party cookies and changes to search campaign settings.

?LinkedIn?

Sponsored newsletters are here?

LinkedIn is expanding its ad options by allowing brands to sponsor newsletters, just like they can with articles. This new feature lets companies promote their newsletters to attract more sign-ups and generate leads. With LinkedIn newsletters gaining popularity—engagement is up 47% over the past year—this could be a great way to boost your brand visibility.?

AI-powered Accelerate campaigns available to everyone?

LinkedIn is rolling out its AI-powered “Accelerate” campaigns to all advertisers globally . This feature automates the entire campaign creation process in just minutes by scanning your website and LinkedIn presence. You simply provide a URL, and the system builds your campaign, including creative elements through Microsoft Designer. Initially tested last year, Accelerate campaigns have shown impressive results, boosting efficiency by 15% and lowering costs by 52% compared to traditional campaigns.?

?Revenue and engagement are up?

Microsoft’s latest performance report shows LinkedIn continuing its trend of “record engagement,” with revenue up 10% and sessions increasing by 13% in Q2 2024 . While LinkedIn boasts over a billion members, active users are estimated to be around 400 million. Video content is on the rise, with video uploads up 34% year-over-year, and LinkedIn is pushing more video features, like a full-screen video feed. LinkedIn Premium sign-ups have also jumped 51%, likely driven by Premium Company Pages and AI writing tools. ?

X?

X rejoins GARM?

X is trying to win back advertisers by rejoining the World Federation of Advertisers’ Global Alliance for Responsible Media (GARM), a coalition focused on reducing harmful content on digital platforms. After Elon Musk’s takeover, X (formerly Twitter) distanced itself from GARM and saw its ad revenue drop by 50%. Brands have been hesitant to return due to concerns over lax content moderation and negative brand associations.?

New Trend Genius AI ads?

X has launched a new ad product called “Trend Genius” that uses AI to help advertisers tap into trending events. The system detects rising topics, like the Olympics or fashion, and automatically deploys ads when conversations peak. This approach aims to maximize relevance and minimize ad waste by turning off ads when trends die down. While it sounds promising, there are concerns about the accuracy of X’s AI, especially given recent errors with its Grok AI news summaries. ?

New Grok features?

X has introduced new features for its Grok AI chatbot , now offering profile analysis and the ability to ask about any term by highlighting it in the app. These features are available exclusively to X Premium subscribers on desktop. The profile analysis provides an AI-generated summary of an account, including its activity, followers, and typical content, helping users decide whether to follow or engage with profiles.?

Opt out of Grok learning ?

X has quietly added a new setting that automatically opts users into allowing their posts and activity to be used for training its Grok AI chatbot. This data could also be shared with xAI, a third party, which raises some privacy concerns. Although X has been transparent about using public posts to build Grok, the specifics have been unclear. Now, with this new setting, users can opt out if they don’t want their data used. This move may be tied to compliance with EU regulations, but X isn’t heavily promoting the opt-out option, likely to maintain its data pool for AI training.?

Snapchat ?

New Snapchat+ features?

Snapchat is rolling out new personalization features for Snapchat+ subscribers , including custom, Sims-style houses on the Snap Map, expanded interactions with Bitmoji pets, and lightning-fast Snaps with ultra-short expiration times. Subscribers can now design their dream homes to appear on the map and have their digital pets show up alongside their Bitmoji in chats. ?

New niche sports network ?

Snapchat is launching the “Snap Sports Network, ” a fun and unconventional take on sports coverage. Instead of traditional sports, the network will showcase quirky events like dog surfing, extreme ironing, and professional pillow fighting. Starting July 19th, the series will feature six high-energy episodes led by popular sports creators like Kris London and Rachel DeMita. With millions of Snapchat users already interested in sports content, this unique approach aims to engage the community and spark new trends. You can find the Snap Sports Network in the Discover section of the app.?

Meta/Facebook?

Ad-free Meta faces legal challenges ?

Meta’s attempt to comply with EU data privacy laws by offering an ad-free subscription plan might backfire . The EU Commission has ruled that Meta’s €9.99 per month option, which lets users avoid ads and data tracking, doesn’t comply with the Digital Markets Act (DMA). The DMA requires that users should be able to opt out of data tracking without paying for it. If this ruling holds, Meta could face fines of up to 10% of its global revenue. While Meta may argue that it’s trying to meet the new regulations, the situation could end up costing the company significantly.?

Updates to AI content tag?

Meta is tweaking its “Made with AI” labels on Facebook and Instagram after users, especially artists and photographers, expressed frustration with their posts being tagged as AI-generated, even when only minor retouching tools were used. To address this, Meta has changed the label to “AI Info,” which users can click on to see how AI might have been involved in creating the image. This softer wording aims to reduce confusion and unnecessary criticism, while still acknowledging the role of AI in content creation as the AI landscape continues to evolve.?

Clear Mode for Reels viewing ?

Facebook is testing a new “Clear Mode” for Reels , allowing users to hide the description and UI buttons for a cleaner viewing experience. This feature, which can be activated by long-pressing the screen, is similar to what Meta has been experimenting with on Instagram and what TikTok already offers. While not yet available to everyone, Clear Mode will help users enjoy Reels without visual clutter, especially for clips where on-screen text or buttons obstruct important elements.?

Instagram ?

Algorithm favoring post “sends” ?

Instagram’s head, Adam Mosseri, is urging creators to focus on making content that’s shareworthy, as the platform now prioritizes posts that inspire users to hit the “Send” button and share with friends. With more activity happening in DMs than on the feed, content that evokes positive emotions, like inspiration and happiness, is more likely to be shared. Instagram is also rolling out share counts on posts to highlight this shift. If you want to succeed on IG in 2024, Mosseri’s advice is to create content that people will want to share with others.?

Notes feature now available on Reels?

Instagram has expanded its Notes feature, allowing users to leave Notes on Reels and feed posts , adding a new way to interact with friends. Notes, which are temporary and visible for three days, can only be left by mutual follows. This feature has been particularly popular with younger users, with teens using Notes at 10 times the rate of non-teens. Instagram is focusing on Notes to keep young users engaged, as they’ve been drifting toward platforms like TikTok and Snapchat.?

TikTok ?

Meet “Genie”?

TikTok is gearing up to launch its own AI chatbot, “Genie, ” for Western users, following a recent trademark filing in the U.S. This chatbot will allow users to ask questions and get immediate responses, among other interactive features. TikTok has been developing AI chatbots for a while, with its “Tako” chatbot already available in the Philippines, guiding users to other videos. The new Genie chatbot is expected to integrate more advanced AI tools, including generative AI search and virtual human creation, making it easier for users to discover and interact with TikTok’s growing range of AI functionalities.??

Eventbrite integration ?

TikTok has teamed up with Eventbrite to let creators and fans promote event links directly in TikTok videos. This new integration makes it easy to share Eventbrite event links within TikTok clips, allowing viewers to tap through to learn more or book tickets. Creators can promote multiple events, and TikTok will show users the most relevant ones based on their location. This partnership opens up more opportunities for promoting real-life events, benefiting everyone from small artists to community groups. It’s a great way to connect TikTok’s vibrant communities with in-person experiences.?

New app center for small business owners ?

TikTok has launched a new App Center for business users , offering a collection of third-party tools to help small brands maximize their performance on the platform. The App Center features apps tailored to various TikTok marketing needs, from ideation to publishing to reporting. These lightweight tools are designed specifically for smaller businesses, and many offer free trials.?

ByteDance launches in text to video AI tool ?

TikTok’s parent company, ByteDance, has launched a new app in China called “Jimeng AI,” which allows users to create short videos using AI based on text prompts. These AI-generated clips are usually less than 5 seconds long and add animation to characters and scenes. While the videos have that distinct AI look, the technology is advancing quickly, with the potential for longer video creation and storytelling.?

Search Engines ?

Broad match is new default for Google Search Campaigns ?

Google Ads has made broad match the default setting for new Search campaigns , which could affect performance and spending if advertisers aren’t careful. This change aligns with Google’s push toward more automated, AI-driven campaign management, making setup easier for beginners. However, experienced advertisers should be cautious, as broad match can lead to inefficiencies and higher costs without proper negative keywords.?

New enhanced conversion tool ?

Google has launched a Chrome extension called EC Assist to help advertisers set up and troubleshoot Enhanced Conversions. Enhanced Conversions are vital for improving Google Ads performance, but they can be tricky to set up correctly. With EC Assist, advertisers can run test conversions on their websites, and the tool will identify any issues and suggest next steps. This move is part of Google’s effort to make advanced ad features more accessible. The complexity of setting up Enhanced Conversions can vary depending on a website’s architecture, but EC Assist aims to simplify the process for everyone.?

60% of 2024 searches end without a click ?

A new study reveals that nearly 60% of Google searches in the U.S. and EU end without a click , meaning users are getting their answers directly on Google without visiting a website. Additionally, almost 30% of clicks go to Google-owned properties like YouTube and Google Maps, while around 36% of clicks go to the open web. The study highlights Google’s shift toward being an answer engine rather than a search engine, which could limit organic traffic to websites. Despite this, over 3 billion clicks per day still go to the open web in the U.S., showing there’s still significant traffic outside of Google’s ecosystem.?

Long live third-party cookies?

Google has decided not to phase out third-party cookies in Chrome, reversing its earlier plans. Instead, it will introduce a new browsing experience that gives users more control over their privacy. While Google’s Privacy Sandbox APIs will still be developed as alternatives, this move is a relief for the ad industry, which has been preparing for a cookieless future. Recent tests of the Privacy Sandbox showed promising results, and Google is working with regulators to balance privacy concerns with the needs of advertisers. There’s no specific timeline for the new approach yet.??

Tech?

OpenAI search engine

OpenAI is gearing up to launch a search product , as confirmed by The Atlantic’s CEO, Nicholas Thompson. While the product hasn’t been released yet, The Atlantic has agreed to include its content in OpenAI’s search, highlighting the growing interest in AI-powered search. OpenAI’s CEO, Sam Altman, aims to disrupt the traditional search landscape by combining web search with large language models. Although AI search isn’t quite there yet, Thompson believes it will improve over time and eventually become a competitor to Google, albeit not replacing it entirely. Strategic partnerships like this could benefit large publishers but may challenge smaller ones in gaining visibility.?