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.

With Apple announcing its new iPhone this week and the Harris/Trump debate, perhaps platforms decided to keep things relatively quiet, knowing that the news cycle is fairly saturated at the moment. 

Nevertheless, there are a few exciting bits and pieces, with news from Australia about Under 16s being ‘banned’ from social platforms, yet another Google antitrust case, and some relatively unsurprising figures around which apps are the most loved worldwide.

Let’s get to it!

Could people under 16 years old be stopped from using social media?

In a word, no. But that hasn’t stopped the Australian government from trying, following the proposal of increased age restrictions last week. The reality of how difficult these would actually be to enforce makes this little more than a PR stunt, but it’s at least starting an interesting conversation.

The evidence suggests that there are issues with how things currently work and that further oversight/legislation is needed. But it’s fair to say Snapchat and TikTok won’t be worrying about user figures yet.

The other big social media news from Australia this week was that Meta has been scraping all Instagram and Facebook posts since 2007 for its AI products, and Australians cannot opt out.

CMA determines Google abused its position in the Ad Tech market

On my monthly Digital Marketing News bingo card, “Google on trial for market abuse” seems an increasingly regular hit. This time, the body determining their guilt is the UK Competition and Markets Authority (CMA) and the issue is the ad tech stack – essentially the technology that facilitates advertising between publishers and advertisers. This all comes ahead of a high-profile trial in the US which started this week.

The CMA says Google’s been favoring its own ad exchange, AdX, by giving it the VIP treatment and tweaking bids within its own platforms. This move has helped to squash the competition and could mean higher costs for everyone else.

So, what does this mean for digital marketers? Well, if the regulators crack down on Google, we might see a more competitive playing field. Advertisers could get more bang for their buck with better options for ad placements. And publishers? They might get more revenue when auctioning off ad space. But, while this is all a long way off, the DOJ trial in the US media buyers and publishers alike should keep a close eye on.

The most feted and hated apps in each country

This is more interesting for those of you working in social-led roles and looking at opportunities in new countries, but this analysis by Mailsuite is worth a glance. 

A recent analysis by Mailsuite ranked the most and least popular email, messaging, and social media apps globally based on user ratings. It’s surprising how much variety there is between markets and continents, but also instructive of broader trends.

TikTok emerged as the most loved social media app in 30 nations, whereas Facebook and Reddit topped the list of least favoured apps in multiple countries. Of course, this is hardly scientific proof of… anything, but at least it is exciting conversation fodder as to the broader social landscape at the moment.

With Mailsuite being an email-focused platform, we also learned that Microsoft Outlook topped email app preferences in 46 countries, while Gmail received the lowest ratings in 36 nations, including the U.S.

Further Reading

WhatsApp will enable users to send messages to other apps soon – The Verge looked at what this means.

Telegram has said that it will start moderating private messages following the arrest of its CEO for allegedly allowing “criminal activity to go on undeterred on the messaging app.”

Facebook has been inadvertently blocking warnings about wildfires in the USA for apparently being ‘misleading’.

Finally, some news only surprised me insofar as I assumed this had already happened: the internet has apparently overtaken TV as people’s dominant source of news in the UK for the first time.

That’s it! If you found this interesting, I would appreciate it if you shared it with your friends and colleagues. 

If you’re feeling particularly generous, I won’t stop you from buying me a coffee. Have a great weekend, and I’ll see you next week!

After a flurry of updates through August, the Digital Marketing landscape is quieter right now. Perhaps it’s the calm before the storm of the US election? Either way, Snapchat provided some interesting updates this week and yet more bad news for X.

Let’s get to it!

What’s going on at Snapchat?

Snapchat is a remarkable social platform. Around a decade ago, it was almost unavoidable and seemed only a couple of small moves away from being a dominant player. And then, well, TikTok came along and pushed it in line.

Yet, over the last year or so, Snap has continually released updates stating that it’s seeing steady growth, both in terms of revenue and usage. However, constant and slow growth isn’t particularly enticing for shareholders, with share prices lagging behind competitors.

It’s amid this context that this week, Snap CEO Evan Spiegel stated, “You may be wondering why, with all of the progress we’ve made in our business over the last year, our share price performance has lagged the overall market. The answer is simple: our advertising business is growing slower than our competitors.”

So, with that in mind, Snap has announced that its core goals are to grow its ads business, double down on augmented reality, and develop smart glasses. With advertisers doubting whether TikTok makes sense as an investment, it might be an interesting time to examine Snap’s offerings.

There were a couple of tangible updates to accompany this—first, the company is testing a simplified version of the platform, and second, it will be introducing sponsored snaps into inboxes alongside messages from friends and followers. Away from platform announcements, there was also the news that it’s overtaken Instagram in terms of social shopping usage.

While I wouldn’t be throwing out your TikTok strategy and planning just yet, it’s certainly worth keeping an eye on Snapchat and the broader social landscape ahead of what’s likely to be a disruptive 18 months or so.

X banned in Brazil

Speaking of that disruptive 18 months in the social media landscape, the last week saw X banned in Brazil, and then further fallout as to whether or not Starlink (also owned by Elon Musk) would ban access to the platform in the country as well.

I don’t know whether other governments will follow suit, but it isn’t exactly a great look for X or, indeed at all reassuring for advertisers. I’d certainly look to avoid investing any significant ad spend on there for the time being.

Further Reading

Instagram has announced that it’s rolling out comments in Stories. Initially, these will only be viewable by followers. Also, it was the most downloaded app in the world in July!

With the US election campaigning ramping up, TikTok has announced enhanced security measures and a centre within the app that aims to provide accurate news and updates.

Meanwhile, WhatsApp has announced that it’s working on a way to interact with Meta’s AI tools via voice chat.

Finally, there is an interesting long read about Tesla’s upcoming Robotaxi reveal in The Verge this week. One for your next lunch break!

That’s it! If you found this interesting, I would really appreciate it if you shared it with your friends and colleagues. 

If you’re feeling particularly generous, then I won’t stop you from buying me a coffee. Have a great weekend, and I’ll see you next week!