A. Giant Marketing Roundup: Florida Restricts Social Media, Don't Delete YT Videos, Mr. Beast YT Growth Strategy, LinkedIn Video Feed

Thank you for taking the time to open this newsletter. Each edition I'll dive into the latest developments in social media and digital marketing. We'll sprinkle a little AI in there as well to help you navigate some of the cutting edge tools.

The goal is to deliver quick hitting, no-bs summaries and takeaways of articles I've been reading recently. I hope you rock with it and enjoy!

AI Tool of the Week at the end.

Here are some of the latest developments in social media and digital marketing this week.

Florida Moves Ahead With Laws To Restrict Teen Use of Social Media

https://socialmediatoday.com/news/florida-moves-ahead-laws-restrict-teen-use-of-social-media-apps/711324/

• Florida Governor Ron DeSantis has signed a bill that imposes strict age restrictions on social media use, banning users under 14 and requiring parental consent for those aged 14 and 15. ??
• The bill mandates social platforms to delete accounts of users under the required age limit, which is challenging due to difficulties in accurately verifying users' ages. ?
• Privacy concerns arise as the bill calls for enhanced verification measures, potentially reducing user anonymity on social platforms. ??
• Messaging apps and services focused solely on direct communication, like Meta’s “Messenger for Kids,” might be exempt, highlighting potential loopholes in the legislation. ??
• The move by Florida adds to the growing trend of individual U.S. states implementing their own social media regulations, which could lead to a patchwork of rules affecting the consistency of user protection and platform compliance. ??

Takeaway:

For business owners, particularly those targeting younger demographics, it's crucial, yet difficult, to stay informed and compliant with evolving state-specific digital regulations like those introduced in Florida. These regulations have the potential to disrupt digital anonymity and privacy, which may lead to the need for broader federal regulation. Businesses targeting teens, should adjust their targeting philosophy preemptively to stay safe. Additionally, exploring and investing in direct messaging and communication platforms could offer alternative engagement channels that might not be subject to the same stringent restrictions as broader social media platforms.

YouTube Advises Channel Managers Not To Delete Uploaded Clips

https://www.socialmediatoday.com/news/youtube-advises-channel-managers-delete-uploaded-clips/711321/

• YouTube Product Lead Todd Beaupre advises creators not to delete old videos, as it can negatively impact algorithmic ranking on the platform. ??
• Deleting videos disrupts YouTube's ability to offer a consistent user experience and makes it difficult for the algorithm to assess a channel's value and relevance. ??
• This advice stems from YouTube's aim to connect viewers with content they will likely enjoy, similar to how Google uses a website's sitemap to rank content. ??
• Removing videos can be likened to removing a puzzle piece, hindering the algorithm's ability to 'connect the dots' across a channel's content, potentially reducing overall channel ranking. ??

Takeaway:

Business owners who use YouTube as part of their marketing strategy should reconsider any plans to delete old video content. This practice can hinder your channel's visibility and engagement rates by disrupting the algorithm's understanding of your content's value. Instead, focus on enhancing and updating your channel's existing content library. For instance, you could add updated information in the video descriptions or pin a comment with new insights, thus keeping the content relevant without negatively impacting your channel's performance within the algorithm.

The YouTube Growth Strategy Mr. Beast, Cocomelon, & Like Nastya Use to Dominate the Internet

https://blog.hubspot.com/marketing/inclusive-youtube-strategy

• The strategy of inclusion marketing, particularly through language diversity, is highlighted by the success of YouTube channels like Mr. Beast. Offering content in multiple languages broadens audience reach. ??
• Major brands and top YouTube channels adopt localization strategies (such as dubbing and creating language-specific channels) to cater to global audiences, significantly boosting their subscriber count. ??
• Creators use methods like human and AI-dubbed content, along with multi-language subtitles, to make their videos accessible to a wider audience. This includes maintaining the original tone and ensuring cultural appropriateness. ??
• The effectiveness of inclusion marketing depends on high-quality localization, ensuring that translated content resonates well with the target audience without diminishing the user experience. ??
• By adopting inclusive video content strategies, creators can break through the digital noise, fostering connections with new audiences and driving channel growth. ??

Takeaway:

To capitalize on the potential of inclusion marketing, business owners should begin by localizing their most engaging content into key languages relevant to their target demographics. High-quality translations are crucial, so consider employing professional services to preserve content integrity and cultural relevance. Premium AI tools are a good option for budget-friendly translation, though you lose some of the localization. Regularly analyze audience engagement with localized content to gain insights into their preferences and behaviors. This iterative approach allows for continuous improvement of your strategy, ensuring your content resonates across diverse markets and drives growth.

LinkedIn is experimenting with a TikTok-like video feed in its app

https://techcrunch.com/2024/03/27/linkedin-is-experimenting-with-a-tiktok-like-video-feed-in-its-app/

• LinkedIn is testing a new short-form video feed similar to TikTok, joining other platforms like Instagram and YouTube in embracing short video content following TikTok's surge in popularity. ??
• The feature was discovered by Austin Null and is accessible through a "Video" tab in the LinkedIn app, offering a vertical feed of career and professionalism-focused short videos for users to engage with through likes, comments, and shares. ??
• Unlike the wide-ranging content of other platforms' video feeds, LinkedIn's short-form feed is tailored to career-related content, aiming to enhance user engagement and content discovery on the professional networking platform. ??
• LinkedIn is leveraging the growing trend of video as a preferred learning and professional development format among its users, leading to the introduction of this dedicated video feed to showcase relevant content. ??
• The feature not only provides new opportunities for creators to share and potentially expand their audience but also reflects LinkedIn's adaptation to the evolving content consumption preferences, hinting at possible future monetization to attract more creators. ??

Takeaway:

LinkedIn's leaning into short-form video content represents a significant pivot towards more dynamic and engaging content formats, reflecting the broader trend in social media. For business owners, this presents a unique opportunity to leverage video for professional storytelling, knowledge sharing, and brand building within a professional context. Practical applications could include creating short videos that highlight industry insights, offer career advice, or showcase company culture and values. This approach can help businesses enhance their visibility and engagement on LinkedIn, connecting with both potential clients and talent in a more compelling and contemporary manner.

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