Digital Debrief | May 2024

Welcome to the May edition of The Digital Debrief! This month, LinkedIn introduces AI content labels for transparency, Meta expands its verification services and phases out Workplace, and Snapchat enhances AR engagement with new tools. Pinterest unveils summer trends and launches a Media Buyer Certification, while X (formerly Twitter) makes Likes private and adds AI-powered news summaries. TikTok labels AI-generated content and debuts TikTok Studio for streamlined management. Instagram enhances its Notes feature for better engagement. Google showcases new AI ad experiences and rolls out AI Overviews to all U.S. users, while PayPal leverages consumer data to launch a targeted ad platform.

LinkedIn ?

AI content lables are here ?

LinkedIn is now labeling AI-generated content, thanks to a partnership with the Coalition for Content Provenance and Authenticity (C2PA). AI-created images will feature a small C2PA icon in the top right corner, providing more information when clicked.?

These tags are added automatically via C2PA's data tagging process, ensuring clear identification of AI-generated content. This move aligns LinkedIn with other major platforms like TikTok, Google, Adobe, and OpenAI, aiming to improve transparency and limit misleading content.?

With AI media becoming more common and potentially influencing public opinion and elections, LinkedIn’s new labels are crucial for promoting a more informed and authentic online experience.?

Meta

Upgrades to Business Verification package?

Meta is expanding its Verification for Business subscription package, allowing more brands to purchase a blue checkmark for their Facebook and Instagram profiles. Meta is also introducing new, higher-priced tiers for business verification, offering a variety of add-on benefits depending on the subscription level. These benefits include enhanced profile features, search optimization, featured account displays, links in Reels, employee impersonation protection, customized messaging chats, and semi-annual account reviews by Meta experts.?

New money-back guarantee on subscription?

Meta is intensifying its efforts with Meta Verified, a subscription service that allows users to purchase a blue checkmark and enjoy enhanced account support for $14.99 per month. While specific uptake numbers haven't been disclosed, Meta is ramping up promotion, now offering a 14-day money-back guarantee to attract more subscribers. This move suggests Meta is seeing significant interest, potentially generating around $150 million per quarter from Verified subscriptions alone. Despite debates on the value of the blue checkmark, Meta's strategy reflects a growing trend of platforms monetizing verification services, albeit as supplementary income rather than replacing ad revenue, unlike some competitors.?

Goodbye Workplace?

Meta has decided to pull the plug on Workplace, its enterprise-focused platform designed for internal communications. Originally launched in 2016 as "Facebook at Work", Workplace replicated Facebook's interface within a secure environment for business use. Despite gaining traction with seven million paying users by 2021, Meta has now announced its discontinuation as part of a strategic shift. Over the next two years, Workplace users will have the option to transition to Zoom's Workvivo product, Meta's chosen migration partner. ?

SnapChat?

Lenses extension for Chrome ?

If you enjoyed adding AR filters to your Zoom calls using Snapchat's Snap Camera app during lockdown good news, you can do it again! Snap has introduced a new Chrome extension called "Snapchat Camera for Chrome," which lets you use Snap Lenses via your PC camera. ?

New ad products and formats?

Snapchat has announced a range of new ad products during its New Fronts 2024 presentation, focusing heavily on augmented reality (AR). Key highlights include the launch of AR Extensions, allowing brands to integrate AR Lenses and Filters directly into their ads, and new automation tools to simplify AR creation for brands. This will enable faster conversion of 2D product catalogs into interactive try-on experiences, enhancing engagement on the app. Snapchat is also incorporating generative AI into its AR creation process, allowing brands to create AR Lenses using conversational prompts. This could attract more brands to leverage AR for engaging experiences. Additionally, Snap plans to expand its exclusive content offerings through partnerships with Live Nation, sports leagues like the WNBA, NBA, and NFL, and NBCUniversal for the Paris 2024 Olympics.?

Pinterest ?

2024 Summer Trends report ?

Pinterest's new Summer 2024 trends overview highlights key areas for marketing. With 518 million users, including 40% Gen Z, Pinterest is a top trend hub. Fashion trends include bold "Maximalist" styles like "rock and roll" and "alternative outfits," with notable search spikes for "tomboy femme" (+3,900%) and "baggy outfit ideas" (+290%). In beauty, "90s makeup" is back, with searches for "Calico hair" (+6,500%) and "90s layered bob" (+985%). Home decor trends focus on "dopamine décor," featuring vibrant, personalized spaces. Searches for "Grandma core bedroom" (+2,605%) and "vintage plates on wall" (+119%) are rising. Elegant tea parties and creative summer foods are also popular.?

Media Buyer Certification ?

Pinterest has launched a new "Media Buyer" certification course within its Pinterest Academy, offering free certification to all subscribers. This credential aims to validate the expertise of media professionals in Pinterest advertising, covering topics like campaign activation, optimization, and ad reporting through a 60-question multiple-choice exam. Participants need to score 70% or higher to pass and can retake the exam after a two-week waiting period if unsuccessful. Designed for media buyers with 2-5 years of experience, including specific use of Pinterest advertising tools for 1-2 years, this certification expands Pinterest’s educational platform introduced in 2019. With Pinterest boasting 518 million monthly active users known for high purchase intent, mastering these skills can significantly enhance advertising strategies on the platform.?

X?

Hiding users’ likes ?

X is making a significant change by hiding users' Likes to protect their privacy and encourage more open engagement without fear of judgment or backlash. This update, noticed initially by X News Daily and confirmed by X engineer Haofei Wang, aims to remove the stigma associated with liking potentially controversial content. By making Likes private, X hopes users will feel more comfortable expressing their interests without worrying about public scrutiny. However, critics argue this could inadvertently amplify divisive content by algorithmically promoting more of what users privately like. The move follows a previous option for paying users to hide Likes and reflects X's broader strategy to enhance user engagement and algorithm refinement.?

Twitter is no more?

Last week, X, previously known as Twitter, made a quiet yet significant transition by changing its domain name from “twitter.com” to “x.com” across all primary systems. This move reflects X owner Elon Musk's long-standing ambition, dating back 25 years, to realize his vision for X.com. Despite the domain switch, X continues to function as the go-to platform for real-time updates on global news, sports, and entertainment. Under Musk's leadership, X has introduced controversial changes, including the introduction of Community Notes for crowd-sourced fact-checking, aimed at reducing misinformation and cutting moderation costs. ?

AI news summaries?

X introduced AI-powered news summaries called X Stories, designed to condense trending conversations on the platform into real-time digests. This new feature aims to streamline how users catch up on daily discussions without diving into individual posts or clicking external links. While convenient, there are concerns about accuracy, as X relies solely on its own posts for content, potentially leading to misinterpretations or humorous errors like mistaking NBA talk for vandalism. Moreover, Musk's strategy to keep users on X by minimizing external links could diminish traffic for news publishers, impacting their engagement on the platform.?

TikTok?

AI-generated content labels ?

TikTok is rolling out new transparency measures to address AI-generated content, partnering with the Coalition for Content Provenance and Authenticity (C2PA) to label videos that have been altered using external AI tools. This initiative aims to provide users with clear indicators when content has been manipulated by AI, enhancing transparency and reducing misinformation. TikTok has already implemented similar labels for its own AI-generated content and plans to extend this practice to audio-only uploads in the near future. ?

TikTok’s role in product discovery ?

TikTok is emphasizing its role as a powerhouse for product discovery amid ongoing uncertainty about its future ownership. A recent study by Material, in collaboration with TikTok, reveals that 61% of TikTok users discover new brands and products on the platform, surpassing other platforms by 1.5 times. TikTok users not only passively consume content but actively engage by seeking out more related content, turning TikTok into a primary search destination. The platform's search feature is perceived as entertaining, authentic, and concise by a significant portion of its users, underscoring its appeal for both engagement and product discovery. This disruptive influence in social media is driven by TikTok's algorithmic prowess, which continually serves users content aligned with their preferences. ?

New premium ad placements ?

TikTok has unveiled updates to its premium ad placement option, Pulse, offering brands enhanced opportunities to align their ads with top-tier publisher content. Known for driving higher engagement and purchase intent (+9%), Pulse ads now include placements alongside Paramount Global and NHL content, expanding from partnerships with Conde Nast, Hearst, and others. New features like Custom Lineups and Premiere Tentpole Moments leverage AI to tailor content adjacency, while partnerships with ad measurement providers like iSpot.tv and Nielsen aim to bolster campaign performance tracking. These updates cater primarily to high-end brands, promising broader audience reach and more precise targeting on TikTok's platform.?

TikTok Studio?

TikTok has launched TikTok Studio, a revamped platform aimed at simplifying creators' management of their TikTok presence. This new dashboard replaces the Creator Center, offering a centralized hub where users can handle video uploads, editing, performance analytics, and more directly from their desktops. Accessible via a TikTok account login, TikTok Studio integrates tools like auto captioning, photo editing, and auto-cutting into one cohesive interface, making it easier for both seasoned creators and newcomers to manage their content workflows efficiently. The platform also emphasizes monetization opportunities by providing personalized recommendations for joining TikTok's various programs and offering direct access to the Creator Academy for educational resources. ?

Instagram?

Continuing to expand the Notes feature ?

Instagram is doubling down on its Notes feature, popular among younger users, with new updates aimed at enhancing engagement across the platform. The latest additions include Notes Prompts, which allow users to initiate conversations with templated queries, fostering more interaction. Additionally, @ mentions in Notes enable direct engagement, while the introduction of Notes Likes allows users to react without commenting. These updates are part of Instagram's strategy to cater to younger demographics who are significantly more likely to use Notes, reinforcing its role as a key engagement tool within the app.?

Search Engines?

AI Ad Experiences?

Google unveiled new AI-powered ad experiences designed to enhance consumer confidence and simplify online shopping decisions. Among the innovations showcased are Video-powered Search Ads, integrating short product videos that allow shoppers to interact with styling suggestions and explore related items directly from Search results. Virtual Try-On (VTO) technology expands to apparel ads, enabling users to visualize how clothing fits different body types, thereby boosting purchasing confidence. Additionally, Google introduced 3D Shoe Spins, leveraging advanced 3D imaging to provide 360-degree views of shoes in ads, enhancing the immersive shopping experience.?

Google Marketing Live Recap??

AI took the spotlight at Google Marketing Live 2024, where Google introduced a range of updates aimed at enhancing creativity, data integration, and user experience straight from Search results. Key announcements include a Performance Max upgrade allowing for rapid AI-driven creative asset production, and immersive AI-powered Shopping Ads featuring short-form product videos, virtual try-ons, and 3D product views. Visual storytelling advances for YouTube, Discover, and Gmail now enable targeting with vertical videos and animated ads. Google is also testing ads in AI-generated overview boxes on search pages and has launched its Ads Data Manager for centralized first-party data integration. New tools like brand profiles and AI branding enhancements help merchants better showcase their products. Additionally, Google is experimenting with AI-powered interactive ads to assist with complex purchases, aiming to streamline the consumer journey from search to conversion. ?

PayPal advertising platform ?

PayPal is launching an advertising business using its extensive consumer data to target personalized promotions to its 400 million users. The new ad network will allow merchants and brands to leverage transaction histories for sophisticated targeting across multiple channels. Key hires include Mark Grether from Uber and John Anderson from Plaid to lead the initiative. PayPal already offers AI-powered "Advanced Offers" and plans to expand ad sales to brands outside its merchant network. Users can opt out of data inclusion. This move follows trends in the finance sector but may face challenges impacting PayPal's profits as it aims to recover from recent struggles, including layoffs and a stock decline.?

AI Overviews continue to roll out ?

Google's AI Overviews are rolling out to all U.S. users, reaching hundreds of millions by next week and over a billion globally by year-end. Announced at Google I/O, AI Overviews provide concise, AI-generated answers to complex queries, improving search results. They have higher click-through rates than traditional results, but Google won't separate their data in Search Console. New AI features include advanced reasoning, planning capabilities, AI-organized search results, and a video feature for Google Lens. Despite some issues, AI Overviews are expected to improve over time, with ads continuing to appear around them.?

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