Today in Digital Marketing - 2021 — We Are SO READY For You

Episode Date: December 23, 2020

Another option for advertising may be opening up soon — and the audience is huge. Will the United Kingdom require you to disclose when a photo your brand posts has been altered? One of the largest video marketing platforms is set to go public. And if you felt like an underachiever in 2020, wait until you hear about Ryan Kaji. You’re gonna hate your life even more.➡ Join our free Slack community! TodayInDigital.com/slackHELP SPREAD THE WORD:Tweet It: bit.ly/tweet-tidm to preview a tweet you can publishReview Us: RateThisPodcast.com/today ABOUT THE PODCAST:Source links and full transcripts: TodayInDigital.com Advertising: RedCircle.com/brands and TodayInDigital.com/adsClassified Ads: TodayInDigital.com/classifieds Leave a voicemail at TodayInDigital.com/voicemailTranscripts: See each episode at TodayInDigital.com Email list: TodayInDigital.com/email Theme music: Mark Blevis (all other music licensed by Source Audio)TOD’S SOCIAL MEDIA:Twitter: twitter.com/todmaffinLinkedIn: linkedin.com/in/todmaffinTod’s agency: engageQ.comTikTok: /tiktok.com/@todmaffinTwitch: twitch.tv/todmaffin (game livestreaming)Today in Digital Marketing is hosted by Tod Maffin (https://TodMaffin.com) and produced by engageQ digital (https://engageQ.com). Subscribe at https://TodayInDigital.com or wherever you get your podcasts.Our Sponsors:* Check out Kinsta: https://kinsta.comPrivacy & Opt-Out: https://redcircle.com/privacy

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starting at $19 per month at zensurance.com. Be protected. Be Zen. Today, another option for advertising may be opening up soon and the audience is huge. Will the United Kingdom require you to disclose when a photo your brand posts has been altered? One of the largest video marketing platforms is set to go public. And if you felt like an underachiever in 2020, wait until you hear about Ryan Kaji. You're going to hate your life even more. It's Wednesday, December 23rd, 2020. Happy birthday, Queen Sylvia of Sweden.

I'm Todd Maffin from EngageQ Digital, and here's what you missed today in digital marketing. Another ad platform may be opening up for us. Maybe if you've wanted to get outside of the Facebook Google bubble, Telegram, the encrypted messaging app that competes with WhatsApp, says it's thinking about ways to monetize their app as it approaches 500 million users. For one, they're looking at the one-to-many channels that they host. Some of these are huge, like millions of subscribers.

It sounds like maybe the only early option will be for the owners of those channels to promote links to their own assets, but of course this could broaden. Quoting the founder, in many markets, the owners of such channels display ads to earn money, sometimes using third-party ad platforms. The ads they post look like regular messages and are often intrusive. We will fix this by introducing our own ad platform for public one-too-many channels, unquote. One thing not changing, he says, there won't be a fee to use the app, and they're not planning to allow ads in private one-to-one chats or group chats.

Today, the company rolled out a new group voice chats feature. It's being compared to the always-on voice chat rooms like the app Discord has. A new law being proposed in the UK could have some impact on the images you use in your ad campaigns. The law would force social platforms to add disclaimers to images that have been digitally altered or enhanced. It's being thought of as a way to help curb pressure on young people to look a certain way. The MP who sponsored the proposal said, quote, With the click of a mouse, you can have bigger biceps. With the swipe of a thumb, you can have a slimmer waist, unquote. Snapchat's UK policy chief, for his part, gave tepid support for the general concept,

saying it has, quote, some merit and should be carefully thought through, unquote. This is something Google has been poking around lately as well. In October, they released findings of a study they did that showed, quote, when you're not aware that a camera or photo app has applied a filter, the photos can negatively impact mental well-being. These default filters can quietly set a beauty standard that some people compare themselves against. Many brands upload their videos to YouTube because, well, it's free, and who doesn't like free? But free isn't usually the best, so there are some trade-offs you make when you decide

to upload a company video to your YouTube channel, the biggest being it could get ads smacked on it, maybe even ads for your competitor. So some brands choose a paid video platform. One of the most popular, Vimeo, says it will spin off from its parent company to become independent and then it will go public. Vimeo's revenue was up 44% in Q3 from a year earlier. Compare that to YouTube's growth of 33% in the same period. Vimeo got its start in 2004 as a video hosting platform for filmmakers. It does not run pre-roll, mid-roll ads, or overlay ads. Do you have business insurance?

If not, how would you pay to recover from a cyber attack, fire damage, theft, or a lawsuit? No business or profession is risk-free. Without insurance, your assets are at risk from major financial losses, data breaches, and natural disasters. Get customized coverage today starting at $19 per month at zensurance.com. Be protected. Be Zen. And finally, before I let you go for the holiday, Forbes has revealed the top earners on YouTube for the year. And for the third consecutive year, the highest paid YouTube creator is nine-year-old Ryan Kaji. Yes, I said nine. He's nine. He made just shy of $300 million in 2020.

How? By opening up and reviewing kids' toys, doing little science experiments, family story time, that kind of thing. That's $30 million, by the way. $3 million higher than he made last year. And most of that money came from licensing deals on his own merchandise. Things like action figures, bedroom decorations, sold at Target and Walmart and Amazon.

Only one female person cracked the top 10 of highest earners on YouTube, and she and Amazon. Only one female person cracked the top 10 of highest earners on YouTube, and she is six. Six-year-old Nastia made $18.5 million. I am going to go cry in my eggnog now. 2021 is going to be a big year for our industry. Huge changes. Apple will start reminding people to turn off ad tracking in mobile apps like Facebook, causing potentially huge disruption on the ad platforms. Google will start finally considering core web metrics in its ranking of your website.

Depending on how your brand is designed, that could dramatically change your position in Google. There will be a lot to cover, and I am looking forward to bringing it all to you in 2021. By the way, this happens to be the 300th episode of Today in Digital Marketing. And as you head off for the holidays, the biggest gift you could get me is a dinner date with Neil Patrick Harris. But if you can't do that,

the second biggest gift is rating and reviewing this podcast. It really does help get the word out. If you look at the notes in this episode's description, you will find a link that will take you right to the review site. It helps an enormous amount. Thank you so much. Our production assistant is Sarah Guild. Our theme is by my good friend Mark Bilevis. Music licensing by Source Audio. And this podcast is produced by our agency, EngageQ Digital. Find us at engageq.com. Full transcripts to every episode are on our website, todayindigital.com.

I'm Todd Mappin. Whatever you celebrate, my very best to you and your family this holiday season. I will see you next on Monday, January 4th. We'll see you next time.