The Top 5 Digital Marketing News of the Week
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Last week was an interesting one for news, especially with the question of whether TikTok will continue to rise in the EU or face a complete ban. Not only that, but the platform has been adding more helpful features for creators and managers.?
On another note, LinkedIn continues to see success and growth, as evidenced by data provided by the company.?
Additionally, Instagram is working to make the platform more secure for teens and YouTube is adding new features to its Shorts.
New Data on Engagement and Ad Performance
According to Microsoft, LinkedIn's parent company, the platform has been experiencing quarter-on-quarter growth at "record levels" for years. Its popularity among professionals is undeniable, making the latest data particularly noteworthy. The infographic shared by LinkedIn confirms what many already knew: the platform is a powerful tool for B2B marketers.
Some key takeaways from the infographic include:
Check the full infographic on LinkedIn’s new blog post.?
As LinkedIn's popularity continues to grow, it's becoming increasingly important for professionals to maintain engagement on the platform.
TikTok
TikTok's Potential Ban in the EU
EU Internal Market Commissioner, Thierry Breton, recently met with TikTok CEO Shou Zi Chew to discuss the platform's compliance with EU law.
In a tweet from January 19th, Breton emphasized the importance of TikTok ensuring that its users do not have access to harmful content. If this issue is not addressed, there's a possibility that TikTok may face a complete ban in the EU, which would put pressure on the app to improve its processes to meet the changing demands of the region.
“With younger audiences comes greater responsibility. As a platform reaching millions of young Europeans, TikTok has to fully comply with EU law, notably the DSA. I asked TikTok CEO Shou Zi Chew to demonstrate, as soon as possible, not only efforts but results.”
Could TikTok actually be banned?
According to Social Media Today, Breton is known for publicly advocating for holding social media platforms accountable. However, the EU has not yet banned any apps for breaking its rules, which are still being developed. Only time will tell what will happen.
TikTok's New Option for More Brand Deals for Top Creators
TikTok is working on new ways to help creators earn money through brand deals. One of the ways it's doing this is by introducing a feature called "Talent Manager" in its Creator Marketplace.?
This feature allows talent managers to review brand opportunities for their clients. Agents and representatives will be able to access this new portal to manage their clients' listings and keep track of any brand deals offered through the marketplace app.
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While agents will not have access to creators' TikTok accounts, they will be able to manage how their talent is presented to brands through the new Talent Manager feature, which will help them refine and improve their pitch for sponsored content.
YouTube
YouTube's New Location Tagging Element in the Shorts Upload Process
YouTube’s rolling out now a new ‘Location’ field in the Shorts upload process, making it easier for users to add location information to their Shorts clips.
As per YouTube:
“Currently, location tagging is only available on the Shorts metadata editor post-upload, meaning that creators can retroactively edit their Shorts metadata and add location to it. Now, we’re experimenting giving creators the ability to add a location to their Shorts during the upload process on mobile.”
It's important to note that the update is currently in its testing phase, so it's only available for selected YouTube users.
Instagram's Efforts to Improve Security for Teens
First of all, Instagram is adding the ability to hide recommended posts in the app based on keywords. As shown in the example provided by Instagram, when we hide posts on the feed, a new option called "Don't suggest posts with certain words" will appear in the pop-up list.
As per Instagram:
“Add a word or list of words, emojis or hashtags that you want to avoid – like ’fitness’ or ‘recipes’ – and we’ll work to no longer recommend content with those words in the caption or the hashtag. You can also access this in the Hidden Words section of Privacy settings.”
Additionally, users will now have the option to hide multiple posts at once if they are not interested in them. All they need to do is tap the "Hide more" prompt on the initial alert, and they will have the option to add a selection of posts that they do not want to see.
Lastly, Instagram is introducing a new feature called "Quiet Mode." This feature will switch off all notifications.?
When turned on, an auto-responder will be activated in Direct Messages, notifying followers that the user is temporarily off Instagram.
As per Instagram:
“Teens have told us that they sometimes want to take time for themselves and might be looking for more ways to focus at night, while studying, and during school. You can easily customize your ‘Quiet mode’ hours to fit your schedule and once the feature is turned off, we’ll show you a quick summary of notifications so you can catch up on what you missed.”
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