Marketing Updates 🚀

What a jampacked week with news & reports like this one to help you!

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Top 5 Updates of the Week

• LinkedIn partnered with CLEAR to allow account verification for free. (Verify here)
• Elon musk did an exclusive interview with BBC discussing twitter. (BBC)
• Instagram reels get new analytics & Trend Spotlight features. (Blog)
• Montana (US) lawmakers Approve Statewide Ban on TikTok, the end decision in hands of governor. (Info)
• Budlight parent company loses $5 billion in value after major backlash due to trans influencer campaign. (news)

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Resource of the week* by Insider Intelligence​

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Google 🔍

• Google releases April 2023 reviews update. (News)
• Google Marketing Live registration opens. (Blog)
• Google analytics 4 introduces “Once per session” conversion counting. (SEJ)
• Google Ads test Verification badges. (Post)
• Google removes video thumbnails if it is not main content. (Blog)
• Google Ads API is removing ad group and keyword forecasts. (SEL)

Tiktok 🎼

• Tiktok shared new tips for community building on the platform. (TT)
• Tiktok to ditch “friends” tab for new type of Feed named “Explore”. (new)
• Tiktok 10 minute videos are almost gone for most users. (SEL)
• Tiktok struggles to attract US merchants for its shopping elements. (insider)
• Tiktok’s new partnership with Giphy allows you to send different type of Gifs. (afair)

Instagram 😎
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• Meta working on new revenue sharing features for reels creators launching in upcoming months. (SMT)
• Instagram followers are now visible to only account holders. (Story)
• Instagram expands third party API access to Creator marketplace. (Blog)
• Meta introduced new metrics to Page Insights API. (Devs)

Meta 👨🏻‍🎨

• Facebook is testing “AI generated Stories” based on your previous content. (SMT)
• Meta is recovering from Apple’s privacy changes and is back on growth tracks. (BI$)
• Facebook shared new marketing tips through new video series “ShopTalk23”. (Read)
• WhatsApp introduced new security features to make account security better. (WB)
• Meta enhances audio quality for reels & video content with new development. (Engineering)
• Meta is working on “animated drawing to life” generative AI project. (Meta)
• Meta is attracting marketers again with AI Tool Advantage+ campaigns. (Adweek)
• WhatsApp releases companion mode for all beta users on android. (WABeta)
• WhatsApp now allows business payments in Brazil. (Blog)

Twitter 🐣

• Twitter introduced 10,000 character tweets with text formatting for Blue Subscribers. (Source)
• Twitter to relaunch creator monetisation program & share most of the revenue. (Elon)
• Elon musk is investing millions into generative AI for Twitter. (SMT)
• Twitter partners with etoro, financial platform to integrate financial assets into platform. (etoro)
• PBS & NPR leave twitter after being called “state-affiliated media”. (thehill)
• Twitter announced new data for Legacy Blue Badge removal: 4/20. (Musk)
• Twitter now part of new entity “X corp.” (means)

YouTube 📼

• Youtube is shutting down a shopping program it had been testing that paid creators. (BI$)
• Youtube shared new tips on how to create for Connected TV formats. (Watch)
• 5 new premium features introduced to Youtube. (Blog)
• Youtube will allow creators to add CTA “Notify Me” to upcoming livestream easily & launches new Studio feature. (creator)

LinkedIn 👨‍💼

• LinkedIn announced new updates for Audience network campaigns. (SMT)

Snapchat 😶‍🌫️

• Snapchat AR lenses come to Microsoft Teams. (Adweek)
• Snapchat announced new integration with Rockerbox for better marketing insights. (Forbiz)
• Snapchat provides new tips for advertisers with Do/Don’ts about Snap Ads. (Biz)
• Snapchat expands sounds music library to more places. (newsroom)

Pinterest 📌

• Pinterest to announce First Quarter 2023 results. (BW)
• Pinterest launches new security features to protect teens after major issues with content moderation. (Newsroom)

Reddit 🍊

• Reddit expands Independent Agency Program with Horizon Media & others. (Sign-up wall)
• Reddit was down for few hours for Mobile app users this week. (BC)

Advertising 💸

• US advertising industry loses 2,100 jobs in March, biggest decline since 2021. (Insider)
• Advertisers slow to return to Twitter with brands like Volkswagen still hesitating. (SEL)
• Twitch’s new CEO says Pre-roll ads are bad. (Tube)
• New RAM Ad is making a huge spark due to its humour marketing. (Here)
• Nike called out for their new marketing campaign for issues regarding trans representation. (Interact)

Microsoft 🚌

• Microsoft testing start menu Ads for Windows to promote 365 plans. (betanews)
• Microsoft’s integration with Roku resulted in increased Engagement across CTV and search. (MS)
• Microsoft Ads introduces PLA extensions. (SEL)

Marketing 📊

• Godaddy launches an AI prompt library for Small business owners. (visit)
• Insightly, B2B CRM tool reveals new Marketing Automations for businesses. (Press)
• A new platform launches “Creatorland” for growing creator economy. (TB)
• Adobe announced new AI editing tools for its video marketing tools & more. (BW)
• HBO Max’s rebrand to “Max” is making a spark. (Info)
• Burger king is making a spark again with growth in whopper Sales. (CNN)
• Discord finally gets voice messages. (gamer)
• KFC franchise launches texting engagement program. (MD)
• How US Government docs got leaked on Discord channels. (FT)
• Gucci, Vans team up for roblox scavenger hunt. (MD)

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Content Opportunities 📨

• 17 April: International Haiku Poetry Day / Blah Blah Day / International Bat Appreciation Day / World Hemophilia Day / share your way to get out of arguments.
• 18 April : World Heritage Day / National Columnist’s Day / Pet owners Independence Day / Share your brands heritage values.
• 19 April : Bicycle Day / National Garlic Day / National Amaretto Day / National Banana Day / Share your biscycle ride story.
• 20 April : Chinese Language Day / National High Five Day / Volunteer Recognition Day / Ramadan Ends.
• 21 April : World Creativity & Innovation Day / National Tea Day / American Red Cross Giving Day / Share your secret to more creativity.
• 22 April : Earth Day / International Macrconi Day / National Beagle Day / Share your favourite place on earth.
• 23 April: World Book Day / World Table Tennis Day / German Beer Day / English Language Day / St. George’s Day.

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SaaS Finds of the Week 🛠️

• ​Semrush - The SEO platform introduced new useful SERP features.
• ​lumen5 - An AI Video marketing tool for content creation.
• ​luckyorange - Track where on your website users are spending most time.
• ​Adbeat - Spy on your competitor’s on-going Ads.
• ​landbot- A no-code tool to create conversational chatbots.

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Marketing Resources of the Week 🧃

1. ​AI: Forbes conducted a new research in AI & how Americans look at AI.
2. ​Business: How 3-star reviews impact online businesses.
3. ​LinkedIn : A new report suggesting best LinkedIn Ad practices.
4. ​Ad Spend: A new report on upcoming Ad spending predictions about Tiktok & others.
5. ​Social Media: Amazon & other partners publish new data on social media & audio.
6. ​Youtube: A new study on Youtube Shorts Algorithm.

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Content Deliverability Vs Organic Reach

A few months ago, I began researching engagement rates across major social media platforms, comparing them to usage growth. Based on the data, social media usage by people is at its peak across all channels. However, small and medium-sized businesses (SMBs) and creators are still struggling to catch a break and build their following on these platforms. The problem lies within content deliverability issues. I tried to figure out the state of content deliverability on social media.

Looking at efforts from social media brands such as Facebook, LinkedIn, Reddit, Instagram, and others, they have introduced various new types of features to increase in-app usage through new content notifications, prompts, and AI suggestions. LinkedIn has increased in-app notifications to suggest user content. Instagram has introduced new prompts for stories like memories that help businesses reach more users. Facebook continues to launch new prompts to make users engage with content. Pinterest, Reddit, and Twitter have also increased recommended content notifications to bring users back to the app.

Efforts from these platforms are there, but why is your content not getting recommended and delivered in these notifications and feeds?

I analyzed 930 pieces of content across Facebook, Instagram, Twitter, and LinkedIn to find out what matters most to increase content deliverability.

First, refine your network. Most recommendations are based on your network of connections and followers. Make sure you have a niche audience to get your content recommended to the correct audiences. Maintain contact with established creators and businesses in your industry to give the algorithm content signals.

It is important for another reason: Facebook and LinkedIn are known for delivering irrelevant content through their in-app notifications. That’s why it is essential to know your network to get recommended in the right places.

Second, authoritative content. 50% of the posts out of the 930 recommended to me and my team were from established creators and businesses. To get more deliverability, it is important that you showcase your authority on these platforms by uploading content that your existing followers find engaging. You have to go through them to reach new followers.

Reddit content deliverability is in the hands of moderators because the prompt notifications are sent when a post reaches X upvotes or comments. The number is controlled by moderators. But Reddit has increased AI recommended content and added new content sharing prompts.

I abandoned my Pinterest research because recently they went through policy and security changes. And community discussions on Facebook and Reddit show the platform is going through algorithm changes, and many users have irrelevant feeds.

I hope this helped you understand what is going on with content deliverability on social media and what you can do to cope up with it.

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The End Thoughts

First, If you liked this edition. You can support it by sharing or supporting on reddit.
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Don’t stress out over these new changes, I will be sharing more insights on these changes next week. Till then, you can discuss these quick bites with your team.
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Have a nice week ahead,

Jaskaran