??? TikTok Search

Hi, Marketers,

In today's edition:

?? TikTok Tests Visual Search

?? Reddit Protests Escalate

?? Google's Match Type Push

?? Twitter CEO's Vision

?? LinkedIn Eyes Ad-supported Video

Thanks for reading!

Round up

1. TikTok launched a visual search tool for TikTok Shop. Users can upload an image and see similar products listed in TikTok Shop. TikTok confirmed the testing is taking place in select markets. Google, Microsoft & Pinterest have visual search already. But for TikTok, this just one of growing number of ways they are positioning itself as a forward-thinking search tool. (Ad Week ↗?)

Read more: TikTok’s Evolution as Search Engine (and how to prepare)

2. Reddit protests continue to disrupt the platform.?After Reddit announced it would begin charging developers of third-party apps many top subreddits went dark in protest.?Reddit CEO, Steve Huffman, defended the move. He said the platform was “never designed” to support third-party apps and that the company wouldn’t reverse the decision. The standoff continues. (Social Media Today? ↗?)

3. Google Ads could be heading for a future without match types.?Google has launched a beta campaign setting called "broad match keywords". Which converts phrase and exact match keywords into broad. The setting claims opting into broad match keywords will “ensure you get the best coverage and performance”. Earlier this year Google described how AI has transformed the performance of broad match. At the very least expect that Google will continue to make broad the default option. (Search Engine Roundtable ?↗?)

4. Twitter’s new CEO lays out the vision for the app.?Linda Yaccarino says the mission is to make Twitter “the world’s most accurate real-time information source and a global town square for communication”. It’s been a bumpy start to the Musk-era. The advertiser exodus led to a reported?drop of 59% ?in revenue. But new, smaller advertisers are?benefitting from lower CPMs .?(Twitter ?↗?)

5. LinkedIn is creating a product to show ads to their users while they stream video.?This will enable?B2B marketers to use LinkedIn’s data in their upper-funnel marketing. And target potential buyers as they use third-party video streaming platforms. There are no details on specific partners, but the ad-supported video space is growing quickly. With Netflix and Disney (and potentially soon Amazon Prime) offering ad-supported plans. (Reuters ?↗?)

Plus

Google ?has received a formal complaint from the European Commission, proposing they sell off some of the divisions within their advertising ecosystem.

Goldman Sachs ?has invested $300m into Madhive, which powers programmatic advertising for Connected TV devices.

Amazon ?is testing the use of AI to summarize reviews left by customers on some products.

Netflix ?plans to enter the live-streamed sports market, starting with a Celebrity Golf Tournament.

Instagram ?launched Broadcast channels globally and they added?Music ?to the Notes feature, so users can share a 30-second clip of a song.

Lastly,?Brandtech Group ?has added AI ad creation tool Pencil to their portfolio companies, after also recently acquiring Digital Marketing agency, Jellyfish.

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