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Twitter goes X; Key content dates for August; Microsoft Ads updates; TikTok launches text posts; 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:

  • Twitter goes X
  • Microsoft Ads: Logo Extension and Pmax coming soon
  • Meta provides Threads content advice
  • TikTok launches Text Posts
  • TikTok ad library

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

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

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

Twitter goes X

Twitter has rebranded to X, a move that CEO Elon Musk says is a sign of the company’s evolution beyond social media. The iconic blue bird icon has been replaced with a stark, monochromatic letter X.

The change is also said to signal an evolution for the brand to an “everything app” like WeChat. Twitter CEO Linda Yaccarino said that X is “the future state of unlimited interactivity – centered in audio, video, messaging, payments/banking – creating a global marketplace for ideas, goods, services, and opportunities.”

The move to X has been met with criticism from branding experts. The change has been called “illogical” and “amateurish” by some, who say that it does not make sense for the company to abandon its iconic blue bird logo.

SEO experts are also speculating that the change to X could break embedded tweets, as well as having other SEO impacts.

Do you think X will be successful? Musk has clear ambitions for the platform and only time will tell whether X will fulfil his vision.

…Twitter Ad revenues half

Musk recently tweeted (or X’ed) that Twitter’s ad revenue is down nearly 50%, despite claiming in April “almost all” advertisers had returned to the platform.

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 …Job posting coming soon

Twitter, or X, also announced that it is now allowing verified organisations to post job listings on their profiles. The new feature is currently in beta, but it will be rolled out in the coming weeks.

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Microsoft Ads: Logo Extension and Pmax coming soon

Microsoft has announced the global open beta launch of its Logo Extension and the limited beta launch of its Performance Max campaign type.

The Logo Extension allows advertisers to display their brand logo alongside their ads on Bing. This can help to increase brand awareness and click-through rates. The extension is available at the account, campaign, or ad group level.

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Microsoft’s Performance Max  is a new campaign type that automates the bidding, targeting, and creative delivery for search, video, and display ads. Select marketers can now access its full inventory and serve ads across its network, including Bing, Yahoo, and LinkedIn.

Lauren Tallody, Sr. Product Marketing Manager and Automation Lead for Microsoft, said:

“Since Google launched their Performance Max product in 2021, we took our time to understand if there was a need across advertisers for this kind of product on our side. We wanted to understand your needs, where we could differentiate and where we could focus. And this will continue to be a long journey.”

Advertisers can already import Google Pmax campaigns into Smart Shopping campaigns on Microsoft Ads, so we expect the release of Pmax to have the same functionality. Microsoft has also confirmed that it will provide the ability to upgrade existing Smart Shopping campaigns to Pmax.

This is a significant development for Microsoft Ads, as it gives advertisers a new way to reach more people and achieve their marketing goals. Performance Max is still in beta, but it has the potential to be a powerful tool for advertisers who want to simplify their marketing campaigns and reach more people.

Both the Logo Extension and Performance Max are available now to select advertisers. Microsoft plans to roll out both features more widely in the coming months.

 

Meta provides Threads content advice

Meta has provided content creators with tips on how to create engaging content on Threads. The new social media app has lost engagement (daily active users falling from 49 million to 23.6 million) since it’s explosive launch earlier this month.

The social network reportedly provided extensive guidelines on how marketers can integrate their brands on the platform in a leaked email.

The tips include:

  • Make a grand entrance. The email suggests that brands and influencers make a big splash on Threads by posting images, memes, and open-ended questions to announce their arrival. Netflix, Gabrielle Union, and the Backstreet Boys are all cited as examples of brands that have made successful entrances on Threads.
  • Engage your followers. Meta encourages brands and influencers to create interactive content that encourages followers to respond. This could include polls, questions, or challenges. The email suggests that brands can use emoji to create polls as the Threads’ poll feature is not yet available.
  • Post a challenge or competition. Meta also encourages brands and influencers to create their own challenges or contests. This is a great way to generate engagement and excitement on Threads. The email cites an example of a challenge where a brand promised to donate $100 if it reached 100,000 followers.
  • Use puns and talk about Threads. Puns are a great way to get attention on Threads, and the email even includes a pun from Meta itself: “Get ~Meta~ About Being On Threads.” Meta also encourages brands and influencers to simply mention Threads in their posts, as this will help to raise awareness of the app.
  • Explore Threads’ existing tools. Threads already has a number of features that can be used to create engaging content. These include the ability to share up to 10 photos in one post, or five-minute-long video clips. Meta encourages brands and influencers to use these features to their advantage.

 

ADS OF THE WEEK

EasyJet | Get out there

Enjoy this creative ad from EasyJet which sees the The Mona Lisa, Girl with a Pearl Earring, David of Michelangelo and The Thinker come to life

Orange | The crazy actions of the France team that we have all forgotten

Very clever ad here from Orange. Although I did think something was off… it still got me.

TikTok launches Text Posts

TikTok has announced the launch of a new feature called “Text Posts” that allows users to share text-only content on the platform. Text Posts can be up to 1,000 characters long and can include photos, videos, stickers, and hashtags.

The launch of Text Posts is seen as a way for TikTok to appeal to a wider range of users. Text Posts are a more accessible format for users who are not comfortable creating or sharing videos. They are also a more natural way for users to express themselves in writing.

Text Posts are currently only available to a limited number of users, but TikTok plans to roll them out to everyone in the coming weeks.

How TikTok’s new Text Posts feature could change the platform

The launch of Text Posts is a significant change for TikTok, which has traditionally been a video-focused platform.

The introduction of Text Posts could have a number of positive implications for TikTok. First, it could make the platform more accessible to users who are not comfortable creating or sharing videos. Second, it could help TikTok to attract a new audience of users who are more interested in reading and writing than watching videos. Third, it could give users more creative control over how they express themselves on the platform.

 

TikTok ad library launched

TikTok has launched a Commercial Content Library to provide transparency around its paid advertising. This database contains information about TikTok’s paid ads. Marketers can use this information to research their competitors and gain insights into how they are advertising on TikTok.

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Ad libraries are a valuable tool for conducting competitor research. By analysing the ads of their competitors, marketers can learn about their target audience, messaging, and creative strategies.

This information can be used to inform their own marketing campaigns and improve their chances of success.

We currently use ad libraries from Google and Meta when campaign planning for our clients. We are excited to add the TikTok Commercial Content Library to our toolkit, as it will provide us with even more insights into our competitors’ strategies.

Here are some additional benefits of using ad libraries:

  • You can see what your competitors are doing. This can give you insights into their target audience, messaging, and creative strategies.
  • You can track your competitors’ performance. This can help you to identify which campaigns are working well and which ones are not.
  • You can get inspiration for your own campaigns. By seeing what your competitors are doing, you can get ideas for your own campaigns.

If you are a marketer, I encourage you to use ad libraries as a tool for competitor research. They can be a valuable resource for improving your own marketing campaigns.

Other news…

  • Daily Mail joins list of companies looking to sue Google over Bard copyright issues – Read more
  • Visual Search now live in Bing Chat – Read more
  • Video updates on Facebook, including IG reels on Facebook – Read more
  • New templates for Reel inspiration – Read more
  • Consumer confidence falls – Read more

KEY CONTENT DATES

01 August 2023: National Girlfriend Day, Respect for Parents Day, World Wide Web Day

03 August 2023: Cycle to Work Day

04 August 2023: International Beer Day

08 August 2023: International Cat Day

09 August 2023: Book Lovers Day

10 August 2023: World Lion Day, International Update Your Bio Day, National Lazy Day

11 August 2023: Son & Daughter Day

12 August 2023: International Youth Day, World Elephant Day, World Photography Week (12th-26th)

13 August 2023: International Left-Handers Day, National Prosecco Day

16 August 2023: National Rum Day

17 August 2023: National Non-Profit Day

19 August 2023: World Photography Day, World Humanitarian Day, National Potato Day

20 August 2023: FIFA Women’s World Cup Final

21 August 2023: World Entrepreneurs Day

24 August 2023: National Burger Day

25 August 2023: Reading Festival (25th-27th) Begins

26 August 2023: International Dog Day, Notting Hill Carnival (26th-28th) Begins

28 August 2023: Summer Bank Holiday, US Open (28th Aug to 10th Sept) Begins

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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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