Friday Digital Digest 12/07/2024 - TikTok implements ad changes for teens, shift in social media consumer usage and US Justice Dept stops Russian op
The latest edition of our Digital Digest sees TikTok implement changes in ads and how their shown to teens, a shift in consumer usage of social media (and some great demographic information to help plan your campaigns) and the US Justice Department announces that it stopped a Russian social media influencer operation as the US election race starts to heat up.
Plus, we look back at the calamitous Fyre Festival and what learnings we can take away from it.
P.S C’mon ENGLAND ?
NEWS
The biggest change is that advertisers will not be able to reach teens with more nuanced, personalised targeting and instead will only be able to reach them based on location, language and device related options. As well as this it’s also adding new AI disclosure requirements for ad partners.
Could the world of content creation and entertainment be flipped on his head? DreamFlare AI is an emerging start-up with the aim of helping creators monetise ai-generated content.??
There’s a new social media app on the up. Noplace gives users the ability to personalise with colourways and themes, and even allows you to rank your top 8 friends (like MySpace) . It seems to have a few teething issues but this could be the next platform the yoof flock to.
Now social media has established itself in the daily lives of most people (an estimated 5billion people globally) there is another shift in user behaviour happening. Instagram has now surpassed Facebook as the most used social media platform across all generations apart from Boomers. The most surprising of all being Gen Z who are usually more associated with TikTok.
领英推荐
The department announced on Tuesday that it had disrupted a Russian operation which was using fake social media accounts enhanced with AI to spread pro-Kremlin messages. This comes as the US election campaigns start ramping up ahead of election day on 5th November.
WORTH A WATCH ??
It’s been 7 years since the fiasco that was the Fyre Festival. You’ll probably have remembered the onslaught of social posts across Instagram and X (then Twitter) complaining about the organisation (or lack thereof) but there are some gems within the documentary which we can all take some lessons from.
Get invested
You get a glimpse at the pitch deck the team used to acquire funding for the festival, many people were shocked at how little content was actually on it, but it gives you a great insight into what investors are actually looking for.
Influencer marketing
This documentary really highlighted the power of influencer marketing. Many celebrities and social media stars were paid to promote the festival resulting in large ticket sales. Once the whole festival fell apart there was a huge uproar about the lack of due diligence from these influencers before they agreed to the partnership and the ASA enforced stricter rules around ads on social media after this.
Storytelling
Part of Fyre Festival’s success in selling tickets and getting buy-in from investors, influencers and the public at large was the storytelling aspect of their marketing. They also played heavily into the fact that 65% of the population are visual learners by utilising visually impactful videos that allowed the audience to easily imagine themselves at the festival.