Mad Digest Weekly Update 24th July-28th July
Your weekly insider into the digital world!?
(24/07/2023 - 28/07/2023)?
Good afternoon, folks! With your weekly news update, we're back!
We'll start with the latest issue of Mad Digest, where you can discover more about the digital marketing industry. This newsletter is all you need to keep up with important news and trends. We hope you enjoy it, and we would appreciate any feedback.
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The Digital Interest
X Expands Community Notes Program, Adds ‘Top Writer’ Badge for Highly Rated Contributors
The X team continues to expand the availability of its Community Notes feature, with users in 18 more regions now able to apply to be part of the volunteer moderation program.
As noted by X, that now means that Community Notes are available in 44 regions, significantly expanding the reach and capacity of the program. Users can apply to be part of the Community Notes team (note: the link still goes to a ‘birdwatch’ URL), which then enables them to add contextual notes and links to false or misleading content in the app. Those notes are then reviewed by other Community Notes team members, which, if approved, then sees that additional info appended to the tweet, which can help to reduce the spread of false claims.
In addition to this, X is also adding a new ‘Top Writer’ badge in order to lend more credibility to notes from highly rated contributors. That could ensure that Top Writer notes are more likely to gain consensus, and are therefore more likely to be displayed when needed in the app.
Twitter Previews New X Icons, as the Twitter Bird is Erased from Existence
The Twitter bird is gradually disappearing from more surfaces in the app, and soon, it’ll be gone entirely, as the newly named X platform takes shape. Twitter Blue (or now X Blue) subscribers will soon have a range of icon options to choose from, with the new X branding. That’s in addition to the various X references now appearing in the app, including on the loading screen, the welcome page, at the top left of the feed, etc. Which is somewhat surprising, given that the icon is reportedly not even finalised as yet. But clearly, the new X management felt they could wait no longer, and that now is the time to make X happen, ready or not, with the finer details being ironed out as they go.?
Which also includes potential trademark and copyright concerns, and other challenges to the update. Those are seemingly not big enough concerns to slow up progress, which will see the bird app, as you know it, soon become a wholly transformed entity. Twitter’s also having its San Francisco headquarters re-painted with X logos, as all the birds and bird references are exited from the building.?
In turn, some websites are also now updating their Twitter icons, while physical stores will also have to change their signage to reference the new info. Which will make this a costly, time-consuming exercise, but it is happening, and it seems very unlikely, at this stage, that there’ll be any backtracking to the old Twitter logo, so you might need to start considering how that applies to your business. The visual shift underlines a broader change in focus at the app, which is more aligned with owner Elon Musk’s vision for a bigger, more encompassing platform, that’ll eventually include integrating banking and payment options, and will then facilitate a wider range of interactive and transactional processes.
So while the ambition for X is grand, and the end of Twitter is near, it’s going to take some time for Elon Musk’s ‘everything app’ plan to take shape, or not, as it works through the new push.But X itself is taking shape. That’ll either be a springboard to the next stage, or a single-letter epitaph for the Twitter experience.
Double Verify Expands YouTube Viewability and Fraud Verification to Shorts
Double Verify has expanded its YouTube verification offerings to now cover Shorts clips, which will provide additional validation of Shorts traffic and impact, based on Double Verify’s systems. Double Verify has offered viewability and fraud measurement across YouTube and Google ads for over a decade, and with the rise of Shorts, it’s now adding this as an additional element within its measurement solutions.
As per Double Verify:
“With DV’s quality verification technology, advertisers on Shorts benefit from:
In addition to this, Double Verify will also now provide viewability and fraud measurement across YouTube Masthead and In-feed Video inventory as well, providing extra assurance for YouTube marketers.
Shorts has become a key engagement driver in the app, with Shorts content now generating over 50 billion cumulative views per day. That’s made it a valuable supplementary promotional tool for YouTube marketers, as a means to boost exposure, and get more viewers back to your main channel content. Of course, Shorts has also become a valuable driver in itself, with YouTube’s Shorts revenue program now providing direct income for ads shown in the Shorts feed. TikTok has led the way on this trend, which has shifted overall video consumption behaviours, and Shorts is one of many elements that’s become a much bigger focus for brands as a result. And now, you can confirm your Shorts data, with assurance from Double Verify.
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Pinterest Announces 2023 ‘Pinterest Presents’ Advertiser Showcase Event
Pinterest is hosting its annual ‘Pinterest Presents’ advertiser summit in September, with attendees now able to register for the online event.
Pinterest Presents will see a range of Pinterest employees showcase the latest updates and innovations in the app, alongside a crew of entertainers to keep things lively.
As explained by Pinterest:
“Buzzwords! Dramatic reveals! Executives trying to look relaxed on a stage! That’s the show you expect from other tech companies. But this is Pinterest. Join us for the must-watch global advertiser summit of the year.? Hear all the latest ways to reach your customers and grow your business from Pinterest CEO Bill Ready and new Chief Product Officer Sabrina Ellis.”
There’ll also be a lot of Pin reveals, including new features and ad tools, to consider. Previous events have seen Pinterest showcase new innovations in video pins, shopping tools, and more. It could be worth tuning in. Pinterest Presents will be held on September 13th at 10am PT/1pm ET.
Snapchat Rises to 397M Users, Sees More Active Advertisers in Q2
Snapchat has published its Q2 23 performance report, which shows an increase in overall users, especially in developing markets, as well as signs of recovery for Snap’s ad business, which now has more ad partners than ever, who are seeing improved optimization performance.??
First off, on users, Snapchat added 14 million more daily active users (DAU) in Q2, taking it to 397 million DAU overall. The majority of that growth is still coming from the ‘Rest of the World’ category, with Snap only adding a million more users in both North America and EU respectively. Snap added 12 million more users outside of its main markets, with the app continuing to see solid take-up in India, where mobile adoption and improving connectivity has opened up new opportunities for the app to reach this audience. Indeed, over the past year, Snap has added 40 million more users in the ‘Rest of the World’ category, while adding 10 million in the US and EU. Which bodes well for its future opportunities, though the immediate revenue benefits are not as significant.
Snap’s still recovering from the impacts of the shifting digital ad market, and the broader economic downturn, but it does note that it has seen improved performance in its ad tools, leading to stronger take-up over time.??
“In Q2, we made progress toward improving results for advertisers through machine learning (ML) model updates and infrastructure improvements, new ways of measuring and optimizing advertising spend, and new leadership for our go-to-market efforts. We are pleased to see that this progress is beginning to translate into improved results with record active advertisers in Q2, up more than 20% year-over-year, and through improved advertiser retention compared to the same time period last year.”
So more advertisers are coming to the app, which also bodes well for future success, but it’s not quite translating into big dollars for the company right now, as it continues to build out its more advanced ad targeting tools, and re-shape its systems in light of evolving privacy and data restriction measures.
TikTok Adds Text-Based Posts to Expand Your Content Options
TikTok has announced that it’s making text posts available to all users in the app, providing another way for TikTok users to share a different form of content, with a display that’s similar to Instagram Stories’ text-only updates. You can edit the background colour to your liking, as well as the text fonts, and placement within the frame. Your text posts can be up to 1,000 characters long, giving you plenty of room to grab attention with your words in the app.
“Creators have been able to make content on TikTok across a variety of formats, from LIVE videos to photos, Duets to Stitch. Text is the latest addition to options for content creation, allowing creators to share their stories, poems, lyrics, and other written content on TikTok, giving creators another way to express themselves and making it even easier to create.”
It could be an interesting way to stop users as they scroll, with wannabe wordsmiths now also able to build an audience, even if they’re camera shy. Text posts are actually already fairly common in the app, with poetry accounts sharing static shots of poems, accompanied by music. This new update just makes this a more formal offering, but it will expand your posting considerations, and could be a more responsive, engaging format for word-based updates. The new ‘text’ option will be available from your camera tools, which will then take you to a dedicated text creation page, where you’ll be able to type out your post. You’ll also be able to include tags and hashtags to link to other elements of the app. It could be a handy addition, or at the least, something to experiment with in the app.
IYKYK
Citation - In Local SEO, a citation is any mention online of a brand Name, Address or Phone number (NAP). Citations are usually found in directories, social network and community profiles, website resources lists, or any mention of a brand online that does not include a link to the website. NAPs can influence ranking and visibility on Google maps.
Click Bait - Content that is designed to entice people to click, typically by overpromising or being intentionally misleading in headlines, so publishers can earn advertising revenue.
Hilltop Algorithm - Influenced by the HITS Algorithm, and added to Google’s algorithm in 2003, Hilltop assigned “expert” status to certain websites or webpages published about a specific topic that also link to unaffiliated pages about that topic.
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