Monthly Social Updates, June 2024

Are you struggling to keep up with the ever-changing world of social media? From lawsuits to huge developments in digital marketing, read on as we take a deep dive into the notable updates throughout June that will get you up to speed in no time. 

Instagram tests unskippable ads

Users will soon no longer be able to swipe or scroll past advertisements that aren’t of interest, thanks to Instagram’s latest feature, ‘ad break’. The unskippable ads will show a timer, which will count down to zero before functionality will return. Meta recently spoke on the matter, saying “we’re always testing formats that can drive value for advertisers” and that these “ad solutions [are] in line with evolving consumer trends and business needs”. It remains to be seen whether this trial will please advertisers, but we doubt it will please the users very much! 

BeReal has been acquired by Voodoo for €500M

French mobile apps and games publisher Voodoo has just bought BeReal for €500 million. For months now, the once globally popular app BeReal has been struggling to grow its user base, leading to it seeking a buyer to solve its funding issues. The acquisition will allow the app to test and build new features, especially in terms of organic and paid marketing. Yet, introducing more advertising to the platform goes directly against its original manifesto; leaving many wondering if the future of BeReal has only become more bleak with its new ownership. 

Instagram advises against ‘engagement baiting’

Instagram has recently published a video advising creators/brands to steer away from using answer-specific CTAs in their video clips, stating “if we believe your content explicitly asks for engagement through shares, comments, tags, or other actions, then we won’t recommend it”. The post was then taken down immediately, leaving users slightly confused as to the severity of this advice. Overall, this isn’t an entirely new revelation, as Instagram has always been against engagement-baiting, however, for some, this could impact their approach when using marketing automation tools, which prompts engagement based on automated triggers. Hopefully clarity is coming. 

Google is facing a hefty $13.6bn advertising lawsuit

Google must face a £13.6bn lawsuit for alleging it has too much power over the online advertising market, a court has ruled. The case, brought by Ad Tech Collective Action LLP alleges the search giant behaved in an anti-competitive way which caused online publishers in the UK to lose money. Though Google parent company, Alphabet, attempted to get the legal action dropped, the Competition Appeal Tribunal in London has ruled the case can now go to trial. At the core of the claim is the allegation that Google is abusing its dominance over web search, reducing the income websites get. It took eighteen months to get to this point, so it will be a while before anything comes of it. 

ByteDance quietly unveils new rival app to Instagram called Whee

While no one was looking, ByteDance has quietly released a new app called Whee; which looks astonishingly similar to Instagram. 

Available for download on Android, the platform seems to be a more personable approach to Instagram. Users are able to share photos purely with their friends, rather than the public focused interface found on its inspiration. ByteDance’s decision to release the app has left many puzzled, given that it only recently launched TikTok Notes, which also seemed to draw plenty of inspiration from Instagram. Perhaps the developer is seeking a Meta-like approach, by releasing a separate app to test its popularity before integrating its features into existing apps.

TikTok will enable businesses to create their own virtual characters

The next phase of digital marketing is coming to TikTok. The platform’s new Symphony marketing management feature will give brands the option to deploy virtual influencers to sell their products via in-app live streams. The digital avatars will be available in two formats – Stock Avatars and Custom Avatars. Though it may sound ridiculous here in the West, the use of digital avatars for sales purposes is already a viable option in the East, with popular app, Douyin, helping brands sell thousands of dollars worth of goods every day. 

The use of digital avatars is also extremely cost effective, requiring next to nothing for their round-the-clock advertising efforts. Chinese tech startups and other major tech companies have been offering the service of creating deep fakes for ecommerce live streaming, giving brands a few minutes of sample video for just $1,000 in costs. 

Given the rise in popularity of AI technology, TikTok’s latest move is unsurprising. Perhaps we should expect to see more of this in all apps.

@tiktoknewsroom

Introducing TikTok Symphony: our new Creative AI suite that blends human imagination with AI-powered efficiency to help marketers scale content development, creativity, and productivity on TikTok.

♬ original sound – TikTok Newsroom – TikTok Newsroom

Pinterest’s summer 2024 trend report is here

When it comes to trend discovery, Pinterest has become the go-to destination. Its latest trend report focuses on summer trends for 2024 and, in true Pinterest style, the results are far from lacklustre. Pinterest predicts that self-expression will lead the way for new aesthetics and trends across fashion, beauty, home decor, and food, as well as the general embrace of a bold and fearless approach to showcasing unique tastes and personalities. The report dives into the following topics:

Maximalist summer fashion

Y2K and 90s beauty

Dopamine home decor

Elegant tea parties and dazzling dinner soirées

Creative twists on summer foods

YouTube tests its own version of Community Notes

YouTube recently announced that it will be testing a community notes option on its interface. The feature would allow users to add their own notes to videos in order to offer “relevant, timely, and easy-to-understand context”. The feature is, therefore, YouTube’s version of X’s Community Notes. The notes will appear publicly beneath a video and an algorithm will analyse its helpfulness, accuracy, and neutrality, before they are approved. The testing is rolling out in the U.S. on mobile for the moment, before it is released globally. 

TikTok adds image search for similar products in TikTok Shop

TikTok has made it clear these past few months that it intends to broaden its scope and become a search engine as well as social media platform. The platform’s latest step in its Google hunt? Testing a new image search feature. The update would give users the ability to take or upload a photo to the platform, in order to find matching products in TikTok Shop. Google has offered this feature for years, as has Amazon. With this testing, TikTok is not merely attempting to entice users to opt for it over Google when product searching. It is also trying to draw more users into purchasing via TikTok Shop. Considering Google has claimed that TikTok is negatively impacting its core Search product, perhaps the social media app’s dreams in overtaking the tech giant aren’t that crazy after all.

Asda launches ‘Nanzones’ to combat loneliness this summer

Asda’s Togetherness Tracker revealed that 60% of customers cite loneliness and social isolation as key issues that need tackling in local communities, specifically within the older generation.As new research reveals more than 1.9million over 65’s will be watching the biggest football tournament alone this summer, Asda is setting up football fan zones called ‘Nanzones’, allowing the elderly to gather, socialise and enjoy the football. The first Nanzones have opened in Asda stores in Watford, Manchester Eastlands, and Liverpool Arrow Park and are free to enter. Along with the Nanzones, the supermarket is putting out a nationwide call for Britons of all ages to check in on an elderly relative, friend, or neighbour this summer. 

@asda

Keep up that optimism, Ms Enid 🙌 The G-Unit think it’s #cominghome ⚽💚 Tell us your predictions for England 🏴󠁧󠁢󠁥󠁮󠁧󠁿 vs Slovenia 🇸🇮 👇 #ASDA #Nanfluencers #ASDANans #Footbal #Predictions #Scotland #Nansquad #Nanzone #Summer #Squad #Squadgoals #Pundits #nantok

♬ original sound – Asda – Asda

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