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Threads engagement drops off; New SEO Office Hours; Google Bard update; GA4 legal in Europe; Google sends INP warnings; Best Ads of the Week & More

Welcome to this week’s Digital Discovery.

Each week we cover the latest developments and everything you need to know in the world of digital marketing. This week we cover:

  • Threads: Engagement levels drop off after explosive start
  • English Google SEO office hours from July 2023
  • New Google Bard features and global expansion
  • Microsoft advertising updates for July 2023
  • Google sends INP warnings – time to worry?

Plus we look at some of the best ads discovered and look ahead at key content dates coming up in July.

Don’t forget to subscribe to this newsletter and follow me on LinkedIn.

Ok, let’s dive into this week’s update… 

Threads: Engagement levels drop off after explosive start

Threads, the new Twitter-like app from Meta, took the internet by storm recently as it achieved 100m users in just five days – becoming the fastest ever-growing social media app.

Since the explosive start, data from Sensor Tower and Similarweb shows that user engagement has dropped off since then. It is still too early to say whether Threads will be a success, but it has the potential to compete with Twitter since just 25% of Instagram users need to take up Threads for it to be as big.

Blocked by Twitter

Is Twitter worried? Amidst Mark Zuckerberg and Elon Musk potentially having it out in the Rome Colosseum, and the latter threatening legal action. Twitter is now reportedly blocking links to Meta’s Threads.

Branded content tools expected soon

Good news this week for brands. While we don’t expect advertising on the platform any time soon, a report from Axios suggests that Meta will soon release Instagram’s branded content tools to Threads. This will allow brands to partner with influencers to create sponsored content on Threads.

 

English Google SEO office hours from July 2023

Transcript here

 

New Google Bard features and global expansion

Google has announced the expansion of Bard, its generative AI tool, to more countries and languages. Bard is now available in over 40 languages, including Arabic, Chinese, German, Hindi, and Spanish.

In addition to the expanded availability, Google has also added four new features to Bard:

  1. The pin and rename conversations feature allows users to keep track of their past conversations with Bard. This can be helpful for reviewing previous prompts and answers, or for organising conversations by topic.
  2. The export code to more places feature allows users to export the code that Bard generates to more locations. This includes Replit, in addition to Google Colab. This makes it easier for users to use Bard’s code in other applications.
  3. The share answers feature allows users to share their responses and answers with others through new shareable links. This can be helpful for collaborating on projects or for sharing interesting or informative content.
  4. The use images for prompts feature allows users to upload images with their prompts. This can help Bard to better understand the context of the prompt and generate more relevant responses.

Finally, Google released two new updates to its responses:

  • Listen to Bard’s responses: Ever want to hear Bard’s responses out loud? Now you can. Just enter a prompt and select the sound icon.
  • Easily adjust Bard’s responses: You can now change the tone or style of Bard’s responses. Simply select one of five options: simple, long, short, professional, or casual. This is perfect for tailoring Bard’s responses to your specific needs.

Google Bard being sued?

Google is being sued by eight individuals who allege that the company has been illegally using copyrighted content and stealing the personal information of millions of Americans to train its AI products. The plaintiffs are seeking at least $5 billion in damages. Google has denied the claims and described the lawsuit as “baseless.”

If AI products are being developed using content and data that has been taken illegally, this could prove to be problematic for marketers, as it runs the risk of potential copyright issues.

For me, Bard is a powerful generative AI tool that can be used for a variety of purposes. If you are looking for a tool to help you with your writing, research, or creativity, then Bard is worth checking out. I’ve recently switched to using Bard from Chat GPT as my generative AI assistant.

Give it a go here: https://bard.google.com/

 

Ads of the week

iPhone 14 Plus | Battery for Miles | Apple

This campaign from Apple shows off the long battery life of the iPhone 14 in a creative and fun way.

 

Chrome Speed Challenge | Lil Yachty ft. Busta Rhymes and Lando Norris

This campaign from Google creatively associates Google Chrome with the speed of Busta Rhymes and F1.

Microsoft advertising updates for July 2023

Microsoft announced several updates for July 2023, including:

  • Predictive Targeting: An AI-based tool that automatically identifies and targets new audiences for increased conversions.
  • Generative AI for RSAs: AI-generated headlines and descriptions for responsive search ads (RSAs) in 35 languages.
  • RSA IF Functions: IF functions for RSAs to enable sophisticated targeting and ad customisation based on device and audience.
  • Automated Multimedia Ads Within DSA Groups: AI-generated rich, visually engaging ads optimised for performance using your website’s content.
  • Property Promotion Ads for Vacation Rentals: Highly visual ads designed to inspire potential travellers, including vacation rentals and hotels.
  • Enhancements to Universal Event Tracking: Troubleshooting and monitoring UET events in real-time for more efficient testing and quality assurance.
  • Data-Driven Attribution Becomes Available: Advanced machine learning to calculate the actual contribution of each ad interaction on conversion.
  • Deprecation of Keyword Planner Legacy Features: Several legacy features in Keyword Planner are being deprecated due to their outdated nature.

 

Google sends INP warnings – time to worry?

Google has started sending out email notices to site owners whose sites have low INP scores.

INP (Interaction to Next Paint) is a new metric that will replace FID (First Input Delay) as a Core Web Vital in March 2024.

If you’re worried about these emails and results, don’t be. There’s no need to panic. First off, nothing is changing today, and you have several months to improve your INP score if you wish.

INP is just one score in all of the Core Web Vitals scores, which is one piece of the page experience aspect of Google Search. Page experience is also one small piece of the overall search ranking algorithm.

Relevance is the most important factor, so don’t stress over your INP score. Try searching one of your target keywords and check out the top five results. Chances are those ranked pages won’t have perfect Core Web Vitals.

If you have time and resources, you can ask your dev team to work on improving it. The most important thing is to keep focusing on providing great and helpful content to your users.

More news:

  • Universal Analytics still processing data for most after sunset – Read more
  • GA4 legal in Europe following new data privacy framework Read more

KEY CONTENT DATES

18 July 2023: Nelson Mandela International Day

19 July 2023: National Hot Dog Day

20 July 2023: FIFA Women’s World Cup (20th July to 20th Aug) Begins, Get to Know Your Customers Day (Third Thursday of every quarter), International Chess Day

24 July 2023: National Tequila Day

28 July 2023: World Hepatitis Day

30 July 2023: International Day of Friendship

31 July 2023: National Avocado Day

Need digital marketing support?

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We help businesses reach more people through first-class SEO, Paid Online that converts and Websites that you can be proud of.

Get started with a free consultation with me. If there’s potential to work together we’ll even do some free research for you as well! No obligations.

Thanks for reading!

I hope you enjoyed this week’s newsletter and found it useful.

Please follow me and subscribe to my Digital Discovery newsletter. I’ll be posting each week about the digital marketing stories that matter.

See you next week.

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