??Insta Updates Boosted Posts, TikTok Adds AI Video Creation Tools, Facebook Switches to ‘Views,' New Shorts-Focused Ad Options & Google's Core Update

Hello and welcome back to The Digital Dispatch!

I hope you had a great weekend! Winter is certainly upon us here in Manchester, with snow forecast this week. ??

Speaking of the cold, several high-profile accounts, including Stephen King and The Guardian newspaper, have officially given X the cold shoulder this week, opting instead for rival platforms like Threads and Bluesky.

These 'X-its' come amid growing concerns over Elon Musk’s controversial actions, including his recent involvement in Donald Trump’s US presidential re-election campaign and the monetisation of many features that were previously free on the platform.

?? What are your thoughts on X? Is it still part of your marketing strategy? ??

This week's top stories at a glance ????

1. Facebook Switches to ‘Views’ as Its Primary Metric ??
2. TikTok Adds New Gen AI Video Creation Tools for Marketers ??????
3. Instagram Expands Post Boosting Options: Instagram now allows more posts with GIFs, stickers, and select copyrighted music to be boosted, simplifying ad creation. ??????
4. Google adds new ad formats and controls for Shorts, including animated image ads and creator partnerships, to help brands tap into Shorts’ popularity. ??????
5. Google is rolling out a new Core Update focused on improving search quality and relevancy, with a push toward more user-focused, high-quality content. ??????

Facebook Switches to ‘Views’ as Its Primary Metric ??

Meta has announced that Facebook will now focus on “Views” as its primary metric, aligning with Instagram’s move earlier this year.

This change simplifies performance tracking for both video and image content, replacing previous metrics like “plays”, “impressions”, and “accounts reached”.

Why it matters

This update means that all content, whether it’s a photo, text post, video, or reel, will now be measured using a single metric: Views.

The metric counts the number of times content appears on a user’s screen, including repeat views.

This is in contrast to the previous approach where only one view per user would count.

As a result, you may see your view counts higher than previous impression numbers, which could influence how you assess your content’s performance.

Additionally, Meta has rebranded "Watch Time" and "Average Watch Time" as “Minutes Viewed” and “Average Minutes Viewed”.

This offers a clearer view of how long users engage with your videos but may take some getting used to when compiling your monthly social media report.

How to apply it

For brands, this shift provides a more consistent way to measure content across Facebook and Instagram.

It’s especially useful for tracking video performance, as it focuses on actual views rather than a variety of metrics.

If you’re a brand running campaigns on both platforms, you can now compare performance more easily, using “Views” as the common measurement.

It’s important to monitor these changes in your Meta Business Suite and Professional Dashboard over the coming weeks to see how your data may shift.

While the measurement approach is simpler, it could lead to higher view counts, so be sure to adjust your expectations accordingly.

TikTok Adds New AI Video Tools for Marketers ??

TikTok has introduced a generative AI tool within its Symphony Creative Studio, designed to help businesses create TikTok-style videos effortlessly.

By using product descriptions or URLs, the tool generates video clips that align with popular TikTok trends.

It incorporates licensed assets, such as images, sounds, and digital avatars, to make content ready for commercial use.

Why it Matters

This tool lowers the barrier for brands to create engaging TikTok content, even without prior video creation expertise. It provides an accessible way for marketers to experiment with TikTok trends and expand their reach.

How to Apply It

• Input product information or a website URL to generate videos.
• Customise the outputs using TikTok’s editing tools to align with your branding.
• Experiment with digital avatars and multilingual features to reach broader audiences.
• Test the AI-generated content to assess its impact and optimise campaigns.

Instagram Expands Post Boosting Features ??

Instagram has updated its "Boost" feature, allowing more types of posts to be promoted, including those with GIFs, stickers, and select copyrighted music.

Previously, boost posts using these features due to system and copyright restrictions.

Key updates include:

• Posts with GIFs and stickers are now eligible for boosting.
• If a post contains non-boostable music, Instagram offers some accounts the option to swap the track for an eligible one. For us, we were just offered the option to remove copyrighted music, rather than swap - so it's unclear when all professional accounts will get the swap feature.

• Users on Meta’s ad-free subscription in Europe cannot currently boost posts, which appears to be a glitch.

Why it Matters

This update simplifies the ad process, enabling businesses to promote more types of high-performing organic content.

For marketers, it’s a valuable opportunity to amplify reach without significant adjustments to creative assets.

How to Apply It

Review past posts: Revisit previously ineligible posts to see if they can now be boosted.

Plan with GIFs and stickers: Incorporate these elements into organic content without worrying about losing boost eligibility.

Google adds new ad formats and controls for Shorts

Google has announced several new advertising features for YouTube Shorts, focusing on enhancing engagement and offering brands more creative options:

• Interactive ad formats: Brands can now use stickers and animated image ads in Shorts, with visuals drawn from their Google Merchant Center feeds.

• New buying controls: Advertisers can target Shorts-only campaigns or run horizontal creative exclusively.

• Creator Partnerships tab: A new feature to manage influencer and affiliate marketing within Google Ads, with API support for video linking and enhanced creator tagging options.
• Audience targeting updates: Google is expanding audience-building tools to include Shorts view durations and adding third-party measurement capabilities for ad performance.

Why it Matters

As Shorts continues to grow, these updates make it easier for brands to leverage the platform without needing extensive video assets.

The Creator Partnerships tab underscores the value of influencer collaborations, shown to increase conversions by up to 20%.

How to Apply It

• Experiment with ad formats: Use sticker and animated ads to create dynamic promotions without producing bespoke video content.
• Utilise creator campaigns: Partner with influencers to drive better performance in the Shorts feed.
• Target precisely: Use new buying controls to focus campaigns on Shorts-specific formats.
• Optimise with data: Track Shorts view durations and leverage upcoming measurement tools to refine your strategy.

Google is Rolling out its November Core Update ??

Google has launched its November 2024 core update, with changes to its search algorithms designed to improve the quality of search results.

This update, rolling out over two weeks, continues Google's focus on promoting genuinely helpful content while downranking content created solely for SEO purposes.

Why it Matters

Core updates can significantly impact search rankings, causing fluctuations in traffic and visibility.

This update may enhance rankings for websites prioritising user-first, reliable content, while poorly optimised sites might see declines.

Businesses should monitor their organic performance closely during this period.

How to Apply It

• Review Google's guidance on creating helpful, people-first content.
• Avoid over-optimising solely for search engines.
• Use analytics tools to track ranking and traffic changes.
• Focus on improving content quality to align with Google's evolving standards.

That's All Folks!

We hope you have found these insights useful!

Stay tuned for more tips, trends, and tools to keep you ahead.

See you next week! ??

Who are we? ??

We’re Add People – a group of down-to-earth digital marketing experts specialising in budget-friendly campaigns that help small to medium-sized businesses grow.

From Plumbers to Dance Schools, we’ve helped all kinds of SMEs tap into digital marketing.

If you would like help with your digital marketing, then contact us here.