Whatever Happened to that TikTok Ban?
Just when you were thinking, “Whatever happened to that TikTok ban??” we’ve got news for ya: A big fat NOTHING! Plus, Facebook continues its habit of copying the latest trending platform with their own iteration—most recently with Clubhouse. Instagram fights for the relevance Reels, their TikTok-copied feature, by decreasing the reach of TikTok-recycled posts on their platform. And lastly, Reddit has funding and is ready to grow.
Biden Administration Drops TikTok Forced Sale
As you probably recall, the Trump administration had mandated the sale of TikTok’s American operations, with Oracle and Walmart as prospective buyers. The Biden administration remains devoted to addressing concerns about U.S. user data being shared with Chinese apps, but will be addressing the issue holistically rather than specifically targeting TikTok’s Chinese owner, ByteDance.
Facebook Developing Clubhouse-Like Product
Just as Clubhouse is on the rise, Facebook is reportedly developing an audio-chat product eerily similar. Clubhouse is an audio-only app, wherein different discussions happen in each “room” of the house. Currently invite-only, the app gained increased popularity when celebrities ranging from Drake to Elon Musk arrived on the scene. In a recent internal meeting, Clubhouse founders shared that the app has over 2M weekly users. Facebook isn’t alone in testing a product to compete with Clubhouse—Twitter is also developing an audio-chat function.
Instagram Cracks Down on TikTok Reposts
As Instagram develops a TikTok-style vertical feed for their Stories, they’re also discouraging users from reposting TikTok videos. They announced via a post on their ‘Creators’ account that content “visibly recycled from other apps… won’t be recommended as often to people who don’t yet follow you in places like Reels.”
Ready to Grow: Reddit Receives Round E Funding
Having raised over $250M in Series E funding and boasting over 50M DAU, Reddit has announced they’re about to invest in “video, advertising, consumer products.” With ad revenue up 90% in the last quarter YoY, we anticipate these expanded capabilities will only expand Reddit’s popularity.
💡 Media Insight
Goodbye, Modified Broad Match. Hello, Automation!
Google recently announced they’ll be retiring modified broad match and updating phrase match with the aim to become more automated. In short, phrase match will start to capture more traffic than it previously has. So as an advertiser, what do you need to know?
There are two perspectives. One’s a bit darker than the other. Let’s consider both:
As we know, Google decimated the search term report in the name of privacy. Now, they are deciding to do away with modified broad match. Keyword variance has allowed Google to serve your ads for terms they believe have the same intent.
This isn’t so bad, but with the search term report being limited, we no longer get to see all of the traffic. Did Google limit the search terms report for privacy, or are they doing it to hide the unqualified traffic your keywords are showing for?
In short, the more terms your ads are served on, the more money they make, and updated phrase match can be the vehicle for them to do so.
The optimist might say that Google is just trying to help.
Consolidating modified broad and phrase matches will make keyword management easier. You won’t have to worry about adding plus signs to any keywords anymore.
What should you do to prepare for this change?
Transition away from modified broad match keywords so that you can see the impact of the change on your account. (We get it: This can be dreadful depending on your campaign structure, but it will be worth it in the long haul.)
Conduct Google searches, use keyword tools, and harvest search terms from your Microsoft ads account so you can identify terms that you can add to your negative keyword lists. The larger your negative keyword list is, the more you can control the variance of the updated phrase match keywords.
Good luck out there! ✌️
🎨 Creative Insight
Do You Know the Color Psychology Wheel?
If you’re a creative, you probably know how color communicates emotion. It’s commonly known that blue builds trust (thinking of all those tech companies [Cough* AT&T, Twitter, Facebook *Cough], but do you have the rest of your color psychology wheel down?!
Bogus or not, it’s interesting to see themes between brands and their colors: