Search First Social Media?, The Data Privacy Era & How to Master TikTok Ads.
I’ve been producing these social media updates for several months now, but this week, there really is a WEALTH of resources and updates to take note of.
From clear signals of the increasing overlap between search and social, to insights and advice on how to stay ahead with paid campaigns as consumer data becomes a scarce commodity. It’s all inside this week’s newsletter… ??
Search First Social Media? IS HERE. ??
Turns out our team at Social Chameleon are onto something… not that we’re surprised. After pioneering the industry’s approach to search first social media? for the past 12 months, it has now been reported that TikTok and Google are nurturing a budding partnership aimed at steering search traffic.?
TikTok has quickly become a go-to search engine for the younger crowd, and this partnership could be Google's clever strategy to retain its search supremacy. The collaboration envisages integrating Google search prompts, and perhaps eventually the results, within TikTok’s search framework. This move is seen as a game-changing manoeuvre to provide TikTokers with a seamless, expanded search experience while keeping Google as a prime player in the search domain.
As per a snippet shared by app researcher Radu Oncescu, some TikTok aficionados have stumbled upon a new prompt within their app-based search results, enticing them to broaden their search horizons on Google.?
A TikTok spokesperson validated the ongoing experimentation with this Google integration, which is being trialled globally across diverse markets, highlighting that it's not an advertising venture. Google, however, remained tight-lipped regarding any financial facets of this alliance.
The backdrop to this collaborative venture traces back to a candid acknowledgment by Google's Senior Vice President, Prabhakar Raghavan, who voiced concerns over nearly 40% of youngsters leaning towards TikTok or Instagram for local searches instead of Google. The partnership holds promise for both tech giants; while Google could mend its eroding relevance among the younger audience by nestling its tools within TikTok's discovery realm, TikTok could harness broader discovery avenues and possibly unlock benefits from data interchange. Although the nitty-gritty of this deal is shrouded in mystery, especially with Google's ongoing scrutiny over its search dominion, digital marketers should be eyeing this alliance as a potentially lucrative blend of search and social, heralding TikTok's ascent as a formidable companion to Google in the search spectrum.
Want to learn more about this from the original pioneers of Search First Social Media?? Head on over to socialchameleon.com or drop me a message! We've also got a handy article covering the basics here.
Meta Rewrites Reality with a New Range of AI & VR Tools ??
Meta's 2023 Connect conference was buzzing with the unveiling of an array of AI and VR innovations, aiming to redefine user engagement across its platforms. The headliner is the AI chat assistant tool, evoking the capabilities of ChatGPT, which is set to be? integrated across all of Meta's applications. Usable with a selection of celebrity personas, this AI assistant isn't just about answering queries but doing it with a touch of familiarity and star-studded charisma.?
Instagram is also set for a digital facelift, with new AI-powered image editing features. With just a text prompt, users can now transform their images into watercolour paintings or collages, thanks to the new "Restyle" feature. A shift in background is also just a tap away with the “Backdrop” feature, which allows users to paint whimsical or realistic backdrops for their imagery. Importantly, brands can also jump on this bandwagon, harnessing these AI tools to fashion unique, thematic visuals. Meanwhile, chatting gets a playful twist with Generative AI Stickers, converting text prompts into quirky stickers for more expressive and personalised conversations.
Meta Looks to Quell Concerns Over Upcoming Data Privacy Changes ??
In a quest to unravel the roadmap for marketers in the emerging data privacy era, Meta has released a report capturing key insights on navigating the cookie-less realm ahead.?
Through a cascade of interviews with marketing leaders, Meta has defined five pivotal strategies to stay atop of the digital advertising game. At its core, the transformation urges businesses to foster a transparent rapport with audiences regarding the use of their personal data. Of note, the report reveals that a massive 90% of individuals are still open to sharing their email info, if the value exchange hits the right chord. This calls for a brand ethos deeply rooted in data ethics, with a customer-centric approach that enlightens the audience on their data usage choices.
领英推荐
Amidst the fading reign of third-party data, the spotlight now shines on resilient first-party data strategies. By harnessing direct feedback and insights from the clientele, businesses are inching closer to optimising their systems, thereby nurturing customer loyalty through direct rapport. As customers willingly share first-party data, brands get a golden ticket to engage genuinely? interested audiences via personalised ads and emails.
My advice to paid marketers? Dig deep into Meta’s full report here.
Want Better ROAS on TikTok? -> Here’s How ?? (Straight from the horse’s mouth!)
Recently I attended a conference in the US, where TikTok revealed that social media? users are 29% more engaged with ad content vs other platforms. If this alone isn’t enough to start tempting you over to their ads platform, their recent guide on how to maximise ROAS, might just be…
The social giant has recently shared a treasure trove of insights aiming to guide marketers on a journey from capturing attention through to authentic engagement. The exploration reveals a golden formula: Attention x Resonance = Engagement, serving as a compass for marketers to navigate the ebbs and flows of promotional endeavours on the platform.
The resource shines a spotlight on key elements that help attract the attention of the TikTok user base. This includes:
As for resonance, TikTok advocates authenticity and individual creative expression - elements which resonate with the user base’s interest in real and relatable content.
Finally, the resource shifts its focus on the ‘mechanics’ of engagement. Of note here, is the role of video length in holding the viewer's gaze. TikTok unveils that the first 2 seconds of a TikTok ad capture 50% of its impact, and a mere 6 seconds encapsulate a whopping 90% cumulative impact on Ad Recall, and around 80% for Awareness. The sentiment here? Brands should embrace the essence of brevity.?
Find the full resource here.?
Business Verification - On Demand ??
It’s no secret that gaining a blue tick can be a tenuous activity - even for the most established brands. Luckily, Meta is now set to roll out its Meta Verified program (previously available for Creators only), to businesses.
Announced at the Conversations conference in Mumbai, this move will allow businesses to purchase verification (the little blue tick) through the? Meta Verified for Business package. While the sale of verification check marks has faced scrutiny for potentially diluting their reputational value, interest and user uptake has grown - signalling a clear demand for the feature. For those of us who have ever been unfortunate enough to have to submit multiple applications to try and verify a legitimate business, it's not hard to see why. The Meta Verified for Business package is priced at $21.99 per month per Instagram account or Facebook Page (web price), or $27.99 (mobile price), with a combination package for both platforms at $34.99, offering a more cost-effective verification solution compared to some competitors' packages.
However, the allure of the Meta Verified for Business package extends beyond the checkmark. Meta has also hinted at a feature that could spotlight verified businesses for enhanced discoverability, although the specifics remain under wraps. This aspect echoes a prior "increased reach" offer in the original Meta Verified package, which was retracted post-testing. Stay tuned for more updates.?
Well, that’s it for this week’s key social media updates - and what a week of updates it has been. There’s a wealth of information and resources to digest, but it don’t take too long… Christmas is just around the corner and prime selling season is here.?
Social ?? search Huge update!