Today in Digital Marketing - Opening Pandora's Comment Box
Episode Date: June 22, 2023YouTube goes full TikTok with video responses, TikTok launches a new in-stream shopping feature… and the company’s chief operating officer has thrown in the towel. .Thanks to our sponsors!- Go to... brevo.com to sign up for Brevo for free and use our code TODAY to save 50% on your first three months of Brevo’s Starter & Business plan!- Go to HelloFresh.com/digital16 and use code digital16 for 16 free meals plus free shipping.✨ 𝗚𝗢 𝗣𝗥𝗘𝗠𝗜𝗨𝗠! ✨Get these exclusive benefits when you upgrade:✅ Listen ad-free✅ Weekly Meta Ad platform updates with Andrew Foxwell✅ Weekly Google Ad platform updates with Jyll Saskin Gales✅ Earlier episodes each day✅ Story links in show notes✅ “Skip to story” audio chapters✅ Member-exclusive Slack channels✅ Marketing headlines each morning in Slack✅ 30% off our Newsletter✅ Back catalog of 30+ marketing science interviews✅ Discounts on marketing tools✅...and a lot more! Check it out: todayindigital.com/premium.🔘 Follow us on social media🎙️ Subscribe free to our other podcast "Behind the Ad"🆘 Need help with your social media? Check us out: engageQ digitalIf you like Today in Digital Marketing, you’ll love Morning Brew.Get smarter in 5 minutes (and it's free!)There's a reason more than 4 million marketers and business people start their day with Morning Brew - the daily email that delivers the latest news from marketing to the ad business to social media. Business and marketing news doesn't have to be boring...make your mornings more enjoyable, for free.Check it out!.💵 Send us a tip🤝 Join our Slack: todayindigital.com/slack📰 Get the Newsletter: Click Here (daily or weekly)📰 Get The Top Story each day on LinkedIn. ✉️ Contact Us: Email or Send Voicemail⚾ Pitch Us a Story: Fill in this form🎙️ Be a Guest on Our Show: Fill in this form📈 Reach Marketers: Book Ad🗞️ Classified Ads: Book Now🙂 Share: Tweet About Us • Rate and Review.ABOUT THIS PODCASTToday in Digital Marketing is hosted by Tod Maffin and produced by engageQ digital on the traditional territories of the Snuneymuxw First Nation on Vancouver Island, Canada. Associate Producer: Steph Gunn. Ad Coordination: RedCircle. Production Coordinator: Sarah Guild. Theme Composer: Mark Blevis. Music rights: Source Audio.🎒UPGRADE YOUR SKILLS• Inside Google Ads with Jyll Saskin Gales• Google Ads for Beginners with Jyll Saskin Gales• Foxwell Slack Group and Courses .Some links in these show notes may provide affiliate revenue to us.Our Sponsors:* Check out Kinsta: https://kinsta.comPrivacy & Opt-Out: https://redcircle.com/privacy
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It's Thursday, June 22nd. Today, YouTube goes full TikTok with video responses, TikTok launches a new in-stream shopping feature, and the company's chief operating officer has thrown in the towel.
It's a slow news day today, so today's show will be short. I'm Steph Gunn sitting in for Todd Maffin. That's ahead today in digital marketing. TikTok has launched a new ad feature
called Interactive Add-ons that lets brands add interactive elements to their in-feed ads to drive
engagement. These add-ons include stickers, pop-ups, and other visual elements that invite people
viewing them to engage with the campaign. There are two types of add-ons available, standard and
premium. Standard add-ons available, standard and premium.
Standard add-ons are designed to generate clicks and conversions for lower funnel marketing
objectives. These add-on options include a display card, which highlights key brand messages and
offers, a gift code sticker, which offers incentives for engagement, a voting sticker
for conducting polls, quizzes, or feedback forms in your ad, and a countdown sticker to highlight upcoming events.
Premium add-ons are aimed at upper funnel goals, like brand awareness.
These ad options include a pop-out showcase, which lets brands highlight their products,
Super Like 2.0, which incorporates eye-catching floating icons and a pop-up card after the
Super Like effect appears, and a pop-up card after the super-like effect appears,
and a gesture, which reveals additional product insights based on a viewer's actions.
Meanwhile, the company continues its push to social commerce, with the launch of a new in-app
product showcase called Trendy Beat. This is a new space which displays products sold by TikTok.
The Financial Times reports that in recent weeks,
UK consumers have started to see the new shopping feature in the app,
offering them items that have been popular in videos,
like tools to extract earwax or brush off pet hair from clothing.
All of the items advertised are shipped by China
and sold by a business owned by ByteDance, TikTok's parent
company. Sources say the project uses TikTok's knowledge of items going viral on the app,
letting ByteDance acquire or make those items itself. The company then heavily promotes its
trendy beat products over rival sellers on the platform. TikTok says it uses a network
of suppliers to produce items for its
trendy beat offering. YouTube is testing a new option that lets users create shorts replies to
comments on other people's videos, which seems a little bit like a breeding ground for comment
trolls. Brands and creators can already respond to comments posted on their
own content with a short, but now viewers can create content from other videos' comments as
well. The short will appear in the short's feed and on the viewer's channel page, but it won't
appear as a direct reply in the comments section, unlike the creator version. These viewer-created
shorts won't send notifications to the brand or creator whose video the comment is on,
nor the comment author.
The only way for users to prevent their comments
from being featured in a short
is by disabling comments on their videos.
The company is also adding a new report
in YouTube Analytics that displays viewer overlap
across video formats.
The report will show you how much of your audience watches your videos, your shorts, or both. And on another front, YouTube is following TikTok's
footsteps in its push to social commerce. The company confirmed it's launching a live stream
shopping stream channel in South Korea. Social Media Today reports that the new channel, set to
debut on June 30th, will serve as a live commerce platform for
about 30 brands at launch. This will be the first time the platform introduces a dedicated live
stream shopping channel that continuously showcases live shopping content within the app.
And finally, TikTok's chief operating officer, V. Pappas, quit today.
Pappas said that they would continue in an advisory role for the company,
but informed staff they are stepping down as COO.
As part of the changes, a former Disney executive will join TikTok
as its chief brand and communications officer.
The news comes as TikTok faces increased government scrutiny over its connection to China
and follows the recent resignation of the company's head of trust and safety in the US.
I'm currently in purge mode and reorganizing our entire house.
I'm in London, Ontario, and we live fairly close to downtown,
so we get quite a bit of foot traffic, which is great,
because I've just been putting stuff I don't want anymore that you know can't really
be donated at the front of our house and people have been taking it for example I
put a framed poster out there that I've had since high school of Audrey Hepburn
the frame was cracked but I'm not kidding it was gone within two minutes
the only thing is that they swapped it out.
So now the frame is gone,
but they left a birdcage in front of our house.
So if anyone needs a decrepit looking birdcage,
let me know.
Thanks for listening.
I'm Steph Gunn.
Todd will be back tomorrow.