On this week: U.K. prefers internet over TV, Australia considers age restrictions for social, YouTube adds ‘website visits’ to campaign objectives
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Welcome to the Battenhall Weekly, Edition #32
UK audiences are turning to online platforms to get their news instead of traditional TV, according to UK comms regulator Ofcom. A massive 71% of audiences said they go online for news, as opposed to 70% that watch TV for it. Social is a key driver with YouTube watched by 27%, while Facebook and Instagram each followed with 21%. The UK communications regulator, Ofcom, recognises a “generational shift to online news” and is launching a review of the public service media to shape future regulations and ensure high-quality news.
The Australian government is considering setting a minimum age for social media users of ‘between 14 and 16’ by the end of the year. Prime Minister Anthony Albanese has said the country will look at running an age verification trial first to see if it is feasible. At present, Meta platforms – Facebook and Instagram – along with other networks like TikTok and YouTube all have a minimum age of 13, but it relies on self-reporting. Digital rights activists have said the proposal is a step in the wrong direction and will see young people turn to less regulated spaces.
YouTube promotions has launched ‘website visits’ as a new paid campaign objective. Previously, creators could only choose engagement or video views as promotion goals. This new feature enables creators who sell products or services to drive traffic to their business websites for purchases or further information. This suggests YouTube may be expanding its advertising efforts to get them closer to those offered by X, LinkedIn, and Meta.
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After the Brazilian Supreme Court voted to ban X in the country last weekend, rival platforms including Threads and Bluesky, have gained millions of new users in the past week as users flock to find a new home for microblogging on social media.
TikTok is now a road jersey patch sponsor of NHL’s Washington Capitals. This new partnership is part of a multi-year deal with Monumental Sports & Entertainment and a handful of their brands. The platform also signed another multi-year deal with the NFL to push further into sports and reach a wider U.S. audience.
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