After a quiet start to September, it’s been a hectic couple of weeks. We’ve had pretty sizeable announcements from Google, Snapchat, Threads, Instagram, Facebook, as well as the ongoing TikTok sell-off saga. Let’s go!
Google rolls out new AI ad updates
Google is rolling out its Search AI tools to French, German and Spanish-language ads. This could be really interesting for English-language advertisers looking for cost-effective ways to reach new markets and languages.
Google’s other new AI advancements for advertisers focus on offering enhanced controls over AI-powered ad campaigns. These tools include AI-generated ad creatives, automatically optimised ad formats, and audience targeting improvements through PMax campaigns.
This means increased efficiency in managing large-scale ad campaigns, better targeting capabilities, and the ability to tailor creative elements to specific audience segments. I’m still apprehensive about putting all of my budget into PMax campaigns, but am encouraged to try again after these developments have been rolled out.
Snapchat unveils biggest redesign in years & new AI tools
Snapchat announced some significant updates this week. First, they are testing a simplified version of the app called “Simple Snapchat,” which removes the Snap Map and Stories tabs to simplify the user interface. This change is aimed at making the app more accessible to older users, and it reorganises navigation around three key areas: chat, the camera, and Spotlight (its TikTok competitor).
Additionally, Snapchat introduced some new AI-driven tools, such as the ability to create text-based videos automatically. This means we can now create dynamic content more efficiently and in-platform – a move that puts it ahead of Instagram and TikTok in this field at least. This is obviously interesting for creators but could be of real interest to resource-light SMBs.
Instagram increases privacy on teen accounts
After plenty of public discussion, Instagram introduced new privacy and parental control features for teen accounts in the UK, US, Canada, and Australia.
These updates will default under-18 accounts to private, require approval for followers, and limit sensitive content recommendations.
Teens aged 13-15 must add a parent or guardian to change settings. The changes aim to protect teens from harmful content while giving parents more oversight, but concerns remain about content moderation and the platform’s algorithms.
The updates align with ongoing regulatory pressures, such as the UK’s Online Safety Act. Meta’s move is sensible, both in terms of doing the right thing and amid increasing overall pressure to safeguard teens online. It’s not perfect, but it’s a move in the right direction.
Further Reading
TikTok began it’s legal defence against the US sell-off bill this week, arguing that it violates the rights of the app’s 150 million (!!) American users. It also argued that the US can’t ban TikTok without looking into apps such as Temu. According to a recent survey, only 32% of Americans support the bill.
Moving on to another ongoing legal case, Digiday have compiled a list of eye-watering figures from the ongoing US v Google antitrust trial. Most interesting for me was that Google keeps a chunky 37% of all ad revenue that flows through its platform.
More philanthropically, Google did this week back a privately funded satellite constellation for Wildfire detection, which admittedly is a pretty cool idea.
Meanwhile, with six weeks until the US presidential election, Meta has announced an expanded ban on Russian state media accounts, after recent attempts to sway US public opinion by Russia-based groups. Speaking of the election, Donald Trump’s viral “they’re eating the pets” line has apparently sparked a TikTok dance craze. Of course it has.
In terms of platform developments, Threads users can now add up to 20 videos or photos to a post – we’ve come a long way since Twitter enabling four was a big deal!
Meta also announced ad updates with a view to supporting Holiday season/Christmas activations.
Social AI is a weird, weird new app which is filled with millions of little AI bots, just waiting to make you feel important and engaged with. One for the narcissists.
Finally – I must admit, I haven’t read this yet, but I’m looking forward to diving in to Character Limit, a book looking behind the scenes at Elon Musk’s acquisition of Twitter, released this week to positive reviews.