Stay ahead of the marketing curve with our weekly roundup of the latest industry news!
We delve into the dynamic world of marketing, bringing you insights and updates on the most significant developments from the past week.
This week’s round-up:
- BeReal just announced their latest platform update
- YouTube will now display live streams within the Shorts feed
- LinkedIn is removing its Creator Mode option
- Watchdogs oppose Google's cookie phase-out
- How Super Bowl advertisers are upping their game on Snapchat
BeReal just announced their latest platform update
BeReal recently launched RealBrands and RealPeople , a dedicated space for celebrities and brands on their app, featuring notable names like Glossier, Too Faced, Gymshark, Adidas, Niall Horan, and Joe Jonas. However, users are expressing dissatisfaction with the platform's shift towards celebrity and brand content, contrary to the app's initial promise of authenticity and personal connections. Teasers for the release received backlash, with users urging BeReal to bring back beloved features instead of adding celebrities.
The discontent among users has led to threats of abandoning the app. BeReal attempts to salvage user trust with a plea to continue sharing real moments with friends, emphasizing the platform's original purpose.
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YouTube will now display live streams within the Shorts feed
YouTube is now integrating vertical live stream broadcasts into its Shorts feed, allowing users to preview ongoing live broadcasts while scrolling through the Shorts feed. This move follows TikTok's successful strategy of increasing engagement with live streams. Although YouTube already offered vertical live streaming, featuring these broadcasts within the Shorts feed provides creators with more opportunities for discovery.
TikTok has placed great emphasis on the significance of live streaming, especially following its success in the Chinese version of the app. Additionally, YouTube is enabling podcasters to upload their RSS feeds in YouTube Studio, which generates static images for each episode to enhance the visibility of their content. This aligns with YouTube's efforts to improve podcast options and cater to the growing use of audio content on the platform.
LinkedIn’s removing its Creator Mode option
LinkedIn will no longer offer its "Creator Mode" option, as it moves away from using hashtags as a way to connect users. Although most Creator Mode features will still be available, the ability to activate Creator Mode will be removed from profile settings next month.
Profile hashtags and the toggle for Creator Mode will be eliminated, simplifying the appearance of profiles. However, the "Follow" button will remain to provide an alternative method of connecting with others. LinkedIn plans to expand access to Creator Mode tools by investing in creation tools, and analytics, and making profile designs more straightforward.
This change reflects LinkedIn's shift towards content discovery based on topics and keywords rather than hashtags, utilizing advanced system matching and artificial intelligence. It signifies a departure from cultivating an exclusive community of creative talent and instead focuses on granting more users access to creation options. Despite discontinuing Creator Mode, LinkedIn assures ongoing support for creators through accessible tools and analytics.
Watchdogs oppose Google's cookie phase-out
Google is shaking up how ads are targeted in Chrome, moving away from third-party cookies to a Privacy Sandbox. This change has raised eyebrows among watchdogs like the IAB Tech Lab and the U.K.'s Competition and Markets Authority (CMA).
They fear this shift could lead to unfair advantages for Google and potential risks to brand safety and competition in the digital advertising world. Google, on the other hand, defends its move, stating that the industry is actively adapting to the new Privacy Sandbox initiative.
The transition from third-party cookies to the Privacy Sandbox has already begun for some Chrome users, with plans to expand it further by the end of 2024.
However, there are significant challenges ahead. Ad-tech firms may face costs associated with adjusting their systems to accommodate the changes, and there are concerns about Google's dominance in the market.
How Super Bowl advertisers are upping their game on Snapchat
Snapchat is getting ready for the Super Bowl and expects high user engagement with its Lenses feature, which received nearly 2 billion engagements last year. Pringles, Doritos, and Dove have developed Snapchat extensions for their Super Bowl campaigns, utilizing Snapchat AR to create interactive experiences.
According to Kantar data, Snapchat's unique position as a second-screen platform enhances brand campaigns, with various ad products increasing awareness and intent. Through a partnership with the NFL, Snapchat is bringing Lenses to Allegiant Stadium for in-game activations. Additionally, the platform offers fans at home opportunities to predict game outcomes, try on football jerseys, and participate in football-themed challenges through Spotlight.
Despite recent challenges faced by Snap Inc., Snapchat continues to resonate with younger consumers by providing an engaging layer within broader Super Bowl campaigns, enhancing the consumer experience both on-site and at home.
