??? Digital Marketing Must-Knows

Hello, Marketers.

Thanks for stopping by for another edition!

Let’s start with the budding rivalry between Substack & Twitter. Despite the negative press leading to alternatives, no company had Elon Musk too concerned up to now. But Substack has something that the other platforms don't.

Let’s jump in.

Round-Up

1. Substack launches its Twitter alternative feature “Notes”.?35 million people who subscribe to Substack writers have a new way to discover and engage with their short content. (Mashable?↗?)

• The Substack platform enables writers to publish newsletter content to free and paid subscribers. With Notes, writers will soon publish shorter posts into a Twitter-style feed.
• Substack suggests using Notes to share things like “posts, quotes, comments, images, and links.” Video is not supported.
• For writers who have already built an audience on Substack, Notes could be a worthy Twitter alternative. Substack writers can hit the ground running instead of having to build up from scratch like with other Twitter spin-offs.
• Substack does not monetize through advertising. Zagging against the traditional Social Media blueprint that Twitter still relies on.
• The Notes feature will be available to all users in the coming days.

?2. Meta plans to commercialize AI by December.?An interview with Meta’s CTO revealed more about where the company is with AI. Meta’s CTO said that the company is confident that they are at the “very forefront” of AI, having been investing for over a decade. We should expect AI assistance in Facebook & Instagram ad creation. Meta’s generative AI team is working on a feature to help advertisers create different images for different audiences. (Nikkei?↗?)

3. LinkedIn announces ‘Suggested Posts’. Content Recommendation has officially come to LinkedIn. You might have already seen posts from people you aren’t connected with that are “suggested”. LinkedIn described how they “find out what’s trending amongst professionals in your field”?and will show relevant posts in your feed. LinkedIn chose to integrate recommended content instead of creating a separate feed like TikTok & Twitter. This brings the potential for additional reach for popular posts. (LinkedIn?↗?)

4. TikTok is stepping up its in-app ‘Shops’ test in the U.S.?TikTok is aiming to become a marketplace that facilitates e-Commerce. New sellers are being invited to set up Shops and promote their goods through clickable links from videos. TikTok is also testing a new affiliate program for creators to promote products available in TikTok Shops. Social Commerce has the potential to offer both discoverability and conversion. Instagram recently shut down their Shops attempt, but TikTok is still pursuing the opportunity. (Digital Information World?↗?)

5. Bing announced the global launch of Professional Service Ads.?Bing is focusing on creating Vertical-specific ad units in Search. Professional Service Ads ads are pitched to businesses in an “industry that’s powered by great people like agents, advisors, or consultants." Last month Bing also announced Doctors & Clinic ads. (SEO Roundtable?↗?)

?More Headlines

• Google?Analytics is phasing out first-click, linear, time decay, and position-based attribution models
• TikTok?appears to have removed the option for 10-minute videos
• Google?is running a test using AI to create ads based on a prompt

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