TikTok Changes Ad Targeting, New Tools for Google Merchant Centre, Instagram 'Sends' Improve Reach and YouTube Improve Audio Removal.

Happy Tuesday!

Welcome back to another edition of The Digital Dispatch, where we look at the most recent updates from across social media and digital marketing.

For those who are new here, we aim to avoid the fluff and focus on the key details that are relevant to marketers and SMEs.

In today's edition, we look at:

?? TikTok Ad Restrictions: New U.S. rules limit ad targeting for teens to broad criteria like location and device type to protect their data.

??? Google Merchant Center Updates: New features simplify product data management with automated fixes and enhanced controls for online sellers.

?? Instagram Algorithm Update: Instagram prioritises content shared via DMs; focus on creating share-worthy posts to boost reach and engagement.

?? YouTube Copyright Tool: Improved options let creators erase specific copyrighted songs, keeping other audio intact and avoiding full mutes.

New TikTok Ad Restrictions and Preferences

TikTok has introduced new rules for ads aimed at teenagers, which look to enhance transparency and protect user privacy.

Advertisers can no longer use personalised targeting to reach teens in the U.S., limiting options to broader criteria like location and device type. This change ensures that teen data isn’t exploited for advertising purposes, which is crucial given that a quarter of TikTok users are under 20.

Although only affecting the U.S. at present, marketers and SMEs in the UK should consider these updates when planning TikTok campaigns, as U.S. updates are often released in the UK.

Additionally, TikTok now allows users more control over their ad preferences, letting them manage topics of interest and opt out of personalised ads from specific advertisers.

For SMEs and Marketers

As stated, the changes to ads that target teens are currently only affecting the U.S., but losing personalised targeting is an important consideration that UK marketers and SMEs should be prepared for in the near future.

Speaking more broadly about the updates to ad preferences:

Users opting out of personalised ads means you can't target them with specific ads, potentially reducing campaign effectiveness. Consider A/B testing your creatives with both generalised and specific targeting over the coming months, and adjust your campaigns based on the results.

Google Merchant Center Updates

Google has introduced new tools and guides in Merchant Center Next to help online sellers manage their product data more easily.

Key Features:

• Attribute Rules: Automatically correct common data mistakes.
• Supplemental Data Sources: Add extra details to your main product data.

Why This Matters:

These updates can help improve the visibility and performance of your products on Google’s shopping platforms. The new automated features make it easier and cheaper for small business owners to manage their own product data.

How It Works:

You can access these new features through the Advanced Data Source Management add-on. There are step-by-step guides in the new Help articles to show you how to use them.

The Bottom Line:

These new tools can save you time and effort, and they help ensure your product information is accurate and detailed on Google’s platforms.

Instagram Algorithm Update

We know, another algorithm update from Instagram. They just love to keep us marketers on our toes! ??

The update is very similar to the one given last month about the importance of video on the platform and encouraging users to share the content you produce.

Well, surprise, Adam Mosseri (Instagram's Chief) has stated that 'Shares' are the best way for creators to 'rank' on the platform.

The update:

Instagram now prioritises shareable content in its ranking system, using the sends-to-reach ratio as a key metric. This measures how many viewers share a post with friends through direct messages (DMs).

Mosseri highlights that creating content people want to share with close friends and family can significantly improve reach.

To benefit from this update, focus on producing engaging and shareworthy content. Mosseri advises against forced attempts to game the system, emphasising that genuine, shareable content resonates best.

What is Sharable Content?

Imagine word-of-mouth recommendations but in a visual format.

Here are some examples of shareable content and how you can create them:

Funny:

• A relatable meme with a funny caption that you have personalised for your audience.
• A funny behind-the-scenes snippet from your day in your Instagram story.

Trendy:

• Participate in a popular challenge and add your own creative twist.
• Use a trending hashtag related to your niche and create content around it.

Informative:

• A short video with quick tips related to your expertise.
• Create an infographic summarising interesting facts about your field.

*Remember, high-quality visuals and engaging captions are key for all these types of content.

Key Takeaways for SMEs and Marketers

For SMEs and marketers, this algorithm insight offers an opportunity to refine your Instagram strategies. If your reach has been declining, focusing on shareable content might be the solution to boost your visibility and engagement.

YouTube Copyright Tool

YouTube has improved its audio removal options to help creators manage copyright claims more effectively.

Using advanced AI, the new "Erase Song" feature allows creators to remove copyrighted music without muting the entire video or re-doing it. This helps keep videos active and eligible for monetisation.

For SMEs and Marketers:

Available soon on both desktop and mobile YouTube Studio, this update is beneficial for SMEs and marketers as it simplifies addressing copyright issues, ensuring content remains live and profitable.

Thank you for reading!

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We trust you've found these insights valuable.

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Wishing you a productive week ahead, and we look forward to bringing you more updates next Tuesday!