15.10.2021 – In Digital Newsroom
At a Glance...
In the battle of the social platforms, Twitter continues to roll-out new products with the launch of ‘communities’, Instagram introduction a ‘favourites’ function, and Facebook unveils ‘Reels’. We’re also got news from Google on data-handling and a big bill to Apple – have a read and let us know what you think.
Our latest newsroom comes from account executive Amy Frith, who’ll be taking us through all things PPC & social.
PPC NEWS
More product updates from Google
Google Ads has announced they will begin to share more historical search term data with advertisers, starting September 9th, 2021.
This move comes following the original decision made September 2nd, 2020, to hide search term data with “insignificant data” following calls to uphold higher privacy standards.
The additional data is not a reversal of this decision, however. The data shared is from queries that received impressions but no clicks and were searched “by a significant number of users”. The additional data can reveal what’s failing to attract the right audience, thus, enabling advertisers to build out their negative keyword lists to improve their campaign efficiency.
As of February 1st, 2022, data prior to September 1st, 2020, will be removed if it fails to meet the revised privacy thresholds.
Google is making massive annual payments to Apple to be placed as the default search engine on iOS and macOS devices.
In 2020, the price for this exclusivity was set at $10 billion, which is estimated to increase to $15 billion in 2021 and to a whopping $18-$20 billion in 2022. If accurate, this would represent 9% of Apple’s annual gross profits.
The huge price is likely a result of a backstage bidding war with competitor Microsoft, which is driving to establish its search engine Bing in the space. However, experts forecast Google to eventually concede to Microsoft if the price continues to climb. It’s also possible Apple could purchase its own search engine given there are limited competitors in the field.
This deal represents an issue with privacy positioning.
PAID SOCIAL NEWS
More product tests from Twitter
Twitter are launching a new feature for groups, that allow users to discuss their specific interests on the platform in dedicated spaces. Users can more easily find conversations that interest them and benefit from chatting to like-minded people.
First Communities will focus on popular topics, such as dogs, skincare and astrology, Communities are predicted to reflect more niche discussions over time and will be governed by admins to keep conversations on topic.
Instagram, Tiktok & Facebook
A new “Favourites” feature is currently in development, where users can list accounts as their “Favourites”. Content from these accounts will appear higher in users’ feeds.
This may bring about change to the current algorithm Instagram uses, giving more control to the user on the type of content they see first.
TikTok has surpassed YouTube for time spent per user on each platform in UK and US.
YouTube remains top for overall time spent by users due to its larger audience of 2 billion compared to TikTok’s 1 billion; however, download rates for TikTok are faster.
Reels can now be created directly on the main Facebook app and shared there via Instagram.
Facebook hope this update will continue to challenge TikTok; however, Facebook fails to keep teens and younger users engaged currently.
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