Today in Digital Marketing - Opening Pandora's Comment Box

Starting point is 00:00:00 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

Starting point is 00:00:56 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

Starting point is 00:01:37 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,

Starting point is 00:02:11 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

Starting point is 00:02:56 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

Starting point is 00:03:21 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.

Starting point is 00:04:05 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,

Starting point is 00:04:40 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.

Starting point is 00:05:12 So if anyone needs a decrepit looking birdcage, let me know. Thanks for listening. I'm Steph Gunn. Todd will be back tomorrow.

Today in Digital Marketing - Opening Pandora's Comment Box

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