More Social Media News You Can Use In April
Let’s dive right into the social media news you can use in April. This week, we’ll look at how Pinterest is giving advertisers a peek behind the curtain, TikTok is leaning into virtual influencers, and learn from LinkedIn Premium’s Head of Engineering to drive more engagements.
Pinterest Shares Insights into Optimizing Social Platform Algorithms
Pinterest has taken a novel approach to algorithm refinement, sharing insights into the use of 'non-engagement signals' to enhance user experiences. This innovative strategy moves beyond the traditional reliance on likes and comments, which can sometimes lead to negative outcomes, and instead focuses on a broader range of indicators.
This is a significant challenge for social platforms, as the incentives of straight engagement, which increase overall usage, can frequently lead to platforms prioritizing the wrong content or inadvertently encouraging more people to post borderline rule-breaking content designed to entice clicks. It's why there has been a considerable push to disincentivize creating "click-bait" content that doesn't add anything of value.
To address this, Pinterest has partnered with UC Berkeley and the Integrity Institute to create a new 'Field Guide to Non-Engagement Signals.' This guide provides an overview of how social media companies can make algorithmic changes based on more than the number of direct engagements alone. It offers practical advice and strategies for identifying and leveraging non-engagement signals to improve user experiences and increase positive engagement on social platforms.
How To Garner Engagements on LinkedIn, from LinkedIn Premium's Head of Engineering
Prashanthi Padmanabhan, a seasoned professional and the Head of Engineering for LinkedIn Premium, has shared valuable insights on developing engaging content. Her expertise and experience lay the groundwork for advertisers and brands to create high-quality, audience-centric content.
Creating truly audience-first content will help our clients achieve their advertising goals. The Motion Content department often talks about making 'audience-first' content, which means we create content that addresses what interests our audience rather than precisely what our clients want to communicate. This could involve conducting audience research, analyzing trends, and tailoring content to meet the specific needs and interests of our target audience.
Aligning one's content strategy with one's overall brand goals and mission. We ask our clients, "What are your objectives for your online presence on LinkedIn?" Or "How can you use your LinkedIn content to achieve these objectives?" A good rule of thumb is always considering your target audience when creating and publishing content. What are their needs and desires, and how can our clients help them?
Are you looking for more of the latest and greatest in social media? Then, be sure to check out more of my writing, which covers my favorite social media tools, like GoCharlie.ai. You can also get the keys to gaining success with influencer marketing and more deep dives on other social media or influencer marketing topics.
TikTok May Enable Brands to Generate AI Bots to Pitch Products
TikTok is developing a new feature that will allow brands to use virtual influencers in their branded video content and live streams within the app. The feature would create a script for a video ad based on a prompt provided by the advertiser and include an AI-generated influencer to read the script in the video.
This is part of TikTok's larger effort to boost its e-commerce efforts and maximize revenue potential. However, with a potential ban looming in the United States due to data privacy and national security concerns, TikTok appears to be working to become more connected with American consumers by any means necessary, including introducing new features and expanding its e-commerce capabilities.
That’s all for this week’s news you can use, but if you’re looking for more of the latest and greatest in social media, ee sure to check out more of my writing. Such as, my favorite social media tools, like GoCharlie.ai. And you can also get the keys to gaining success with influencer marketing and more deep dives on other social media or influencer marketing topics.
The Latest Social Media News You Can Use In April
Welcome back to my blog where I cover a variety of influencer marketing and social media news for advertisers and marketers. This week, we’ll be covering the latest in advertising capabilities for LinkedIn; many of Taylor Swift’s most popular songs are back on TikTok, and research from TikTok shows the benefits of creating multilingual ads.
Are you looking for more of the latest and greatest in social media? Then, be sure to check out more of my writing, which covers my favorite social media tools, like GoCharlie.ai. You can also get the keys to gaining success with influencer marketing and more deep dives on other social media or influencer marketing topics.
LinkedIn Announces New Content Formats During Marketing Summit
LinkedIn unveiled ad formats at its B2Believe conference in New York City on Thursday, becoming the latest corporation to join the connected TV (CTV) advertising trend. Some of the highlights that Marketing Brew covered from the event include:
CTV ads: Advertisers can launch and distribute CTV campaigns with platforms such as Samsung Ads and Roku.
Live Event Ads: Advertisers can promote their company's live event before, during, and after it happens (and dynamically modify the timing). The company stated that it is actively testing live event ads.
LinkedIn Premiere: LinkedIn has partnered with NBCUniversal to promote CTV campaigns on NBCU content. Using their managed offering, advertisers can target based on interests, company type, and seniority. They can also use the new Brand Lift feature, iSpot, and Kantar to track campaign progress.
As always, reach out with any questions or if our clients want to learn more about anything social or influence-related.
Some of Taylor Swift’s Tracks Return to TikTok
In January, UMG said that it would be pulling its tracks from TikTok after the two parties could not agree on a new license deal. Universal Music Group is a leading music producer featuring notable performers, including Adele, Drake, Billie Eilish, and Taylor Swift.
With Taylor Swift's new album due next week, some of her songs have returned to the platform, though the deal's specifics are not clear at this moment. Variety also speculates that Swift may have an arrangement with TikTok for her new album, which explains why her songs are back on the social media app. However, the majority of UMG's tracks remain off-limits. UMG claims TikTok used its power as a “hit-maker” to leverage a licensing offer of "far less" than other social apps.
As a result, UMG is moving on from TikTok and focusing on other opportunities. The stand-off between the two is expected to last for some time. However, some UMG artists may still release their tunes on the app under short-term licensing partnerships like this.
TikTok Shares Research on the Benefits of Creating Multilingual Ads
If you're missing out on opportunities if you don't create and display ads in several languages! The latest TikTok Research Report examines how bilingual commercials affect TikTok users and suggests a method for marketers to increase brand affinity across language boundaries.
According to the survey, bilingual audiences are the future of marketing on and off TikTok, considering their significance in driving US population growth. To connect with this rising audience, brands can use the Spanish language in commercials throughout the year and collaborate with creators and influencers in local communities.
"Ads resonate most with bilingual speakers when they make use of both languages - an ad entirely in Spanish doesn't speak to the dual sense of identity these audiences feel. Layering English and Spanish creative elements to create balance ensures that brands can speak to bilingual users in a way that feels true to their identity as well as appeal to a broader audience"
Research shows that engaging multicultural audiences in their original language helps foster long-term consumer relationships, community, and brand engagement. This approach recognizes that multilingual audiences are fully integrated into both cultures. Check out the full report here.
The Latest Social Media News You Can Use in April
As we enter a new quarter, we’ve got the latest social media and influencer marketing news you can use. This week, we’ll be looking at how brands utilize social media for their sustainability efforts, TikTok announces new tools for brands and content creators, and Instagram provides new tips for creating more engaging Stories.
How Brands Utilize Social For Their Sustainability Efforts
Sustainability is no longer a buzzword; it's a fundamental expectation for consumers. In a recent Brandwatch article, brands across multiple industries have leveraged social media to champion their sustainability efforts. Here are some thought starters around how we can help our clients win by utilizing marketing and PR:
Develop content that tangibly highlights our clients' sustainability efforts. Turn hefty reports into compelling infographics or social media posts that lean into engaging storytelling. We can get creative with social media content that offers proof of their commitment to a greener planet.
Help our clients understand sustainability as an essential component of their business identity rather than as a one-time effort.
Collaborate with them to create long-term plans for incorporating sustainability into their brand DNA, messaging, and product development.
TikTok's New Creator Insights Tool
TikTok has introduced a new search-based feature for data analysis on trends that creators can leverage. This new tool has significant promise for not just content creators but marketers as well. Finding the proper keywords and hashtags to leverage in a social media post is now a quicker, more straightforward process and doesn't require a background in SEO or keyword strategy. TikTok's search data within the platform allows marketers to create a well-thought-out digital marketing strategy that will hopefully result in higher levels of reach and impressions.
Creators can also use the Creator Marketplace in TikTok to integrate AI capabilities based on their own content needs. This function will suggest content subjects based on a creator's audience demographic and niche and what type of content has previously worked effectively for other creators. Using the new functionality is simple. Enter the phrase "Creator Search Insights" into the search bar to view the most recent search results.
Instagram Shares Tips for Creating Standout Stories
Want to improve the results from your client's Instagram Stories and increase engagement? You're in luck as Instagram released a short Tips & Tricks guide this week for incorporating additional elements into your Stories to add creativity, fun, and interactivity. Though it does not introduce any new capabilities, the guide is a helpful reminder of some of the features advertisers may underutilize in their content strategy. Do yourself a favor, read this refresher to improve how you create Instagram Story content.
Are you looking for more of the latest and greatest in social media? Then, be sure to check out more of my writing, which covers my favorite social media tools, like GoCharlie.ai. You can also get the keys to gaining success with influencer marketing and more deep dives on other social media or influencer marketing topics.
The Social Media News You Can Use in March
This week, we’re looking at LinkedIn testing new video formats to lean into vertical video, how women in the creator economy are adjusting to macro-economic changes, and how brands can grow their YouTube presence with a focus on inclusive video content.
Looking for more social media? Be sure to check out more of my writing, covering my favorite social media tools to use, like GoCharlie.ai. Or get the keys to gaining success with influencer marketing, and more deep dives on other social media or influencer marketing topics.
LinkedIn Testing Vertical Video In-Feed
Vertical video is a popular trend on social media that is unlikely to fade. More platforms are looking for methods to include the content style popularized by TikTok.
LinkedIn is now testing dedicated video feeds to make it easier for users to discover and scroll through full-screen, vertical videos. LinkedIn confirmed the beta test to Social Media Today, noting, "Videos are rapidly becoming one of our members' preferred formats to learn from other professionals and experts, so we are testing new methods to
It remains to be seen how content creators and influencers adapt their posting strategy for a more professional audience. Still, given the ongoing success of vertical video features on TikTok, Instagram, Snapchat, and other platforms, the LinkedIn experience appears to evolve into a video-driven platform, not if but when.
Women in the Creator Economy
The creator economy has provided opportunities for many aspiring entrepreneurs, with women playing a leading role. As cultural attitudes toward the traditional 9-to-5 have shifted toward a desire for autonomous and remote work, more creatives are looking for opportunities that make that lifestyle their reality. According to a recent Morning Consult study, over 50% of Gen Z individuals desire a job as an influencer (or content creator) and see it as a respectable career choice,
This space enables individuals to create businesses based on their passions and talents, encouraging a new wave of female leadership. However, despite these advances, gender pay disparities continue. Even with women dominating the area in terms of content generation and influencer marketing, the gender pay gap persists, with men earning more than women in terms of revenue from their freelance/LLC efforts, according to ConvertKit data.
Motion continues to recommend to our clients that partnering with a diverse roster of influencers can help when brands have multiple target audiences they need to reach.
Grow Your YouTube Presence With Inclusive Video Content
In today's modern world, reaching a wider audience is crucial for a brand's YouTube channel to grow. So what can brands learn from YouTube's biggest creators, like Mr. Beast? This HubSpot article highlights the power of inclusivity and emphasizes the importance of creating content that resonates with a diverse audience.
One strategy for more global brands is to cater to a global audience by offering your content in multiple languages. This approach is exemplified by YouTube superstar Mr. Beast, who has created YouTube channels in various languages. Another effective method is to leverage subtitles and closed captions. This ensures your content is accessible to viewers who may be deaf or hard of hearing or speak a different language. Brands should start where they can and make improvements over time.
Social Media News For You In March
It’s one of my favorite times of year and March Madness is in full swing! I’ve been watching the men’s and women’s tournaments all weekend, and I told myself I could write this log in between halftime.
This week, we’ll be covering Instagram’s latest update to improve it’s search capabilities, March Madness ad sales reach record levels, and TikTok provides more tools for creators and influencers to create content.
Instagram Updates its Hashtag and Search Experience
SocialMediaToday noted a new Instagram update that has broadened the overall hashtag search results. Moving forward when you click on a hashtag, you will now view more comprehensive search results for that topic, similar to the explore page, rather than just the top posts associated with that hashtag.
The head of Instagram, Adam Mosseri, wrote on Threads, "We're simplifying the hashtag and search experiences on Instagram to make it easier to see everything in one place. Now, when you tap on a hashtag, you'll see the search results for that hashtag. You will still be able to follow/unfollow or report specific hashtags."
While not a significant update compared to others on the platform, it is a strategic one that can potentially affect profile discovery, broaden discovery within the app, and expand user search behaviors. This leans into the consumer trend that more people are using social media as their primary search engine and social media platforms want to make sure their app is the one people use.
March Madness Ad Sales Hit Revenue Records
With CBS Sports and TNT Sports broadcasting all 67 games of the men's tournament on four national television networks: TBS, CBS, TNT, and truTV, both networks have "basically sold out" of ad space for this year's men's March Madness tournament.
According to Warner Bros. Discovery's EVP of Ad Sales, Jon Diament, "This will be the best revenue tournament we've ever had," Diament stated during a virtual press conference on Wednesday.
Diament stated that the advertising on the live streams will be the same as those seen by linear viewers, whereas March Madness Live will have different commercial logs. The Women's Basketball Tournament is ready for an explosive year with ad space for women's March Madness, selling quickly, according to media buyers.
TikTok Adds Search Insights to Better Inform Content Strategies
Speaking of search capabilities, TikTok is introducing "Creator Search Insights," a new analytics feature that allows creators and influencers to adjust their overall content strategy based on user search volume in the app. These search insights will allow creators to see popular search terms related to their published content. Creators can also filter the results by topic or industry, such as "Food and Beverage," "DIY,” “Music” and more, to get more specific data insights.
Creators and influencers will also be able to search for "gap topics," which are topics that are often searched for on TikTok but there is a lack of actual content around said topic. This indicates an opportunity for creators to create content that should likely have more eyeballs on it over time. Whether or not this feature will be available if TikTok is forced to be sold off is up in the air.
Looking for more? Be sure to check out more of my writing, covering my favorite social media tools to use, like GoCharlie.ai. Or get the keys to gaining success with influencer marketing, and more deep dives on other social media or influencer marketing topics.
More Social Media News For You in March
Here are three social media and influencer marketing-related news that you need to know in March. This week, we dive straight into the latest U.S. legislation around TikTok, Google adding social media posts to business listings and Meta continues to update it’s platform with new capabilities.
Is a Real TikTok Ban Approaching?
In a rare bipartisan action, the House passed legislation to effectively ban TikTok with a vote of 352-65 yesterday. This marks the furthest federal legislation targeting TikTok since lawmakers began wondering whether the app's Chinese ownership jeopardizes national security. The law that would force TikTok's parent company, ByteDance, to sell or shut down the app is now before the Senate.
Senate Majority Leader Chuck Schumer has been noncommittal and has yet to state when he will bring the plan to the Senate floor, laying the groundwork for a potentially lengthy process to pass it. Some senators, including Rand Paul, are concerned that the plan may violate free speech.
For brands and advertisers, experts believe that creators and their followers will turn to Instagram, Facebook, YouTube, and Snapchat to compensate for the loss.
Google Adds Social Media Posts to Business Listings
In October 2023, Google added the option to integrate social media profiles via social icons into their business listings. Google has added a new part to its business search results that displays the most recent social media posts from related profiles in a sub-section called Social Media Updates.
This new feature allows businesses to highlight current material from Facebook, Instagram, YouTube, LinkedIn, Pinterest, X, and TikTok through the Google Business dashboard. After linking the social profiles in the Google Business dashboard, social material will automatically populate and show near the bottom of the Google Business search results.
Meta to Update Advertising Features For Brands
Facebook and Instagram generate tens of billions of dollars in advertising income each year. Meta platforms are improving their capabilities, employing AI-driven techniques to provide more audience and creative alternatives for their advertisers, to keep their lead over other social media sites.
Meta recently announced changes to its automated Advantage+ programs. According to Meta, Advantage+ campaigns "leverage machine learning to help you reach valuable audiences with less set up time and greater efficiency... require fewer inputs during campaign creation, simplify audience options and streamline the creative management process."
These enhancements feature Advantage+ creative optimizations, such as automatically optimizing video uploads for Reels placements with a 9:16 ratio and letting companies to instantly generate various ad formats based on the assets they select.
Looking for more? Be sure to check out more of my writing, covering my favorite social media tools to use, like GoCharlie.ai. Or get the keys to gaining success with influencer marketing, and more deep dives on other social media or influencer marketing topics.
