Today in Digital Marketing - The New Snoo Breakthrough

Starting point is 00:00:00 It's Wednesday, February 8th. Today, Reddit on the rise. Could the old school social platform finally gain momentum with media buyers? TikTok adds some welcome call to action ads. Don't worry if you're sweating the third party data thing, you are not alone. Twitter gets long winded. And marketers beware, here is how your Valentine's Day campaign will bomb. I'm Todd Maffin.

Starting point is 00:00:25 That's ahead today in digital marketing. TikTok is adding new targeting tools for brands today via its promote advertising tool. Those new tools include profile page calls to action. You'll be able to select the more profile views goal within promote. Viewers will be presented with a call to action, driving them directly to your brand's TikTok profile page. Message-focused calls to action. This will let advertisers include a call to action that takes viewers directly to the advertiser's TikTok inbox.

Starting point is 00:00:54 And for the first time, brands working with creators will be able to promote creators' videos or live videos to help increase views to their target audience. Creators can also use promote for others to boost the content brands or creators that they want to support. TikTok is also finally expanding the audience targeting for promote to include location, gender, age, and interests. Advertisers can either let TikTok automatically select an audience for them, or they can create their own special audience by choosing exactly who they want to reach based on those categories. Reddit's ad growth last year outperformed that of many other social media firms. An interesting piece up on The Information today looks at how the platform grew its ad business.

Starting point is 00:01:45 Despite the downturn in the digital ad market, ad spend by big advertisers on Reddit rose nearly a third year over year, this according to a report from the ad tracking firm Standard Media Index. In the grand scheme of things, Reddit, of course, still remains a small player. The report found that last year it drew just 3% of spending by the big advertisers among the major social media networks, including Meta, ByteDance, that's TikTok's parent company, Snap, Twitter, and Pinterest. To put that 3% into perspective, Snap and Twitter, also bottom feeders, each drew 10%. But as the piece points out, there are signs Reddit gained some ad dollars from Twitter in the wake of Elon Musk's takeover, which of course has prompted several advertisers

Starting point is 00:02:20 to pause their spend. In December, national ad spending on Reddit grew almost 20% year-over-year, according to data from SMI. Meanwhile, during the same month, spending dropped 70% on Twitter, 15% on meta platforms, 15% on Snapchat, and 5% on Pinterest compared to the previous December. Spending on TikTok also grew year-over-year by 35%. The growth is crucial for Reddit, which is one of many tech firms expected to go public once the initial public offering market improves. The piece noted that Reddit didn't focus on building an ad business until about eight

Starting point is 00:02:55 years ago. Before that, media buyers reported that its reputation for hosting violent and hateful content had been an obstacle to wooing advertisers. But over the past two years, the company has cracked down on offensive content, and its recent acquisitions have strengthened its moderation efforts. Still, media buyers say Reddit's lack of scale remains its biggest hearth to growth in advertising. The platform currently has more than 50 million daily active users globally, according to a January court filing.

Starting point is 00:03:22 By comparison, Twitter reported nearly 240 million users last July, while Snapchat recently reported 375 million users. How confident are senior marketers in their skills? Well, it seems not very confident when it comes to third-party data. A new survey found that only one in five say they're confident in their third-party data evaluations and analyses. In contrast, three out of five respondents to this survey say that they are confident in their ability to accurately and efficiently target customers.

Starting point is 00:03:56 Among the top marketing and media capabilities respondents plan to improve over the next 12 months are in-flight campaign optimization, campaign targeting, and measuring performance. Finally, senior marketers report the top things holding their advertising back from reaching its full potential are a lack of budget and a lack of data science or analytical talent.

Starting point is 00:04:17 Data comes from the CMO Council and NC Solution Survey of more than 160 marketing leaders in North America. Do you have business insurance? survey of more than 160 marketing leaders in North America. 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. Yes, it's time for another episode of... Nobody Asks for This. So get ready for some Twitter manifestos. The platform today started testing 4,000 character tweets.

Starting point is 00:05:05 With the new post format, tweets can be 14 times longer than the,000 character tweets. With the new post format, tweets can be 14 times longer than the current 200 character limit, but it comes at a literal price. At the moment, long form tweets are limited to Twitter blue subscribers. Elon Musk has not so shalantly hinted at plans to increase the tweet character count for months, but as Gizmodo points out today,

Starting point is 00:05:21 it's an unwelcome change for many. Quote, the change is an unsettling raveling of Twitter's whole microblogging thing. What distinguishes Twitter from Tumblr, Reddit, and everywhere else on the internet if not for the merciful brevity? Who would possibly want to read 4,000 character-long hot takes from Twitter influencers? Why can't we just keep all our excess words to ourselves? These are the questions I could presumably ask Twitter's PR department if it still existed, unquote. And that will bring us to the Grammy award winning lightning round. TikTok has some big and very welcome updates coming soon, including an edit post button to fix typos in your captions.

Starting point is 00:06:02 And this one, which I am so excited for, an auto scroll mode for those who just want the app to advance to the next video automatically. Perfect for people who watch TikTok while they cook or craft or whatever. YouTube is now offering cost per hour placements. This is a new masthead product, which lets brands and advertisers buy its most visible placement during the hour or hours leading up to, during or after big moments like the Super Bowl. YouTube has not yet provided details on how much these masthead ads will cost or how much inventory is available.

Starting point is 00:06:36 Marketers beware, a new survey across 18 countries has found consumers hate Valentine's Day. According to the report, increasing cynicism about the romanticized occasion could create negative brand associations, especially among Asia-Pacific consumers who believe the holiday has become too commercialized. And Google confirmed today it is killing off a feature that let users access playable podcasts

Starting point is 00:07:02 directly from their search results. The company said it will stop showing podcast carousels in search by February 13th, and after that, it will no longer provide any data under how people found your show. And finally, Google, as you probably know, released its chat GPT rival BARD earlier this week, and it's already telling lies. In its big debut, the AI chatbot flubbed an answer in its very own ad. In a promotional post, the company included a GIF demonstrating BARD in action. The demo query asked, what new discoveries from the James Webb Space Telescope can I tell my

Starting point is 00:07:37 nine-year-old about? In response, BARD offered several suggestions, one of which was it took the very first pictures of exoplanets. This is not it took the very first pictures of exoplanets. This is not true. The very first pictures of exoplanets were actually taken by the European Southern Observatory's Very Large Telescope in 2004. While I'm not taking score, I believe that's one for ChatGPT, zero for BART. Nothing to add here, so I'll say goodbye. Thanks for listening. See you tomorrow. It's the season for new styles, and you love to shop for jackets and boots. So when you do, always make sure you get cash back from Rakuten.

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Today in Digital Marketing - The New Snoo Breakthrough

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