YouTube launches updates for creators using Studio analytics. The update provides clear insight to the audience’s impression and includes both those who are new and those who have come back. This will allow for a deeper understanding of an audience’s responsiveness to content. 

The update is available in YouTube Studio analytics in advanced mode. To navigate and access impressions users will need to select the ‘Analytics’ tab. Under the ‘reach’ section users will be able to locate all of the impression’s metrics. 

Analytic insight will be available for new and older content, enabling creators to undertake comparative analysis and use the data to inform their content strategy. Allowing creators to identify where viewers are being retained and where new audiences are attracted will help identify successful content. 

HDR Live streaming

Creators will be able to live stream in HDR (High Dynamic Range). HDR allows for a greater amount of information to be fed into displays, this is demonstrated in the scope of contrast in both colours and brightness. The richness in hues and luminosity contributes to a higher quality of content that is capable of capturing a considerable amount of detail. It is worth noting, that the monitor the stream is coming from must support the HDR format. 

This is a significant update for streamers striving for high-quality content. One of the main examples of channels this update will benefit is gaming streamers. The intensified colour and light fields vastly improve the gaming experience by creating immersive and life-like visuals. Typically displaying at around 60fps, improving motions and making it look smooth and realistic.

Live stream analytics

Live streamers gain access to audience reaction analytics. The function updates based on current user activity and is presented as a clear breakdown by emoji and the volume of users. The feature is accessible to both mobile and Studio web users, which proves to be convenient for those streaming through their mobile and checking the analytics on a desktop and vice versa. 

It can be found by clicking ‘Content’ and then the ‘Overview’ tabs and can then be found under ‘chat messages and ‘reactions’. 

This will be particularly useful for creators when identifying topics that their audiences are reactive to. Conversely, seeing what content receives the least engagement is a great piece of insight for creators to base content strategies on. Resulting in creators producing content that better meets their audience’s preference.  This applies to the chat message insight too, although it does not provide any qualitative data, this will also improve creators’ understanding of how receptive audiences are to specific subjects. 

In the fast-paced world of digital marketing, keeping up with the most effective strategies on platforms like LinkedIn is crucial for maximizing visibility and engagement. A comprehensive analysis conducted by Socialinsider sheds light on the best practices for posting on LinkedIn, based on data collected from active accounts between January 2022 and December 2023. Here’s a distilled guide to what works best on LinkedIn, according to their findings.

The power of images and videos

• Multi-Image Magic: If you’re aiming for engagement, stacking your posts with multiple images is the way to go. This approach has been pinpointed as the most engaging format on LinkedIn. While carousel posts are no longer an option, you can mimic this effect by sharing PDFs where each page is a captivating image that tells part of your story.
• Video Victories: For boosting your brand’s shareability, video content is your best ally. This format has emerged as the top performer in terms of being shared across LinkedIn, making it a key asset for any brand looking to increase its visibility.

Engage and understand your audience

• Polls for Pulses: Want to know what your audience thinks? Polls not only engage but also leave a significant impression, offering a simple yet effective way for your followers to voice their opinions.
• Short and Sweet: When it comes to captions, less is more. A succinct caption paired with your images can enhance engagement significantly. It’s all about making your content easily digestible for your audience.
• Personal Touch: Encouraging your team to actively participate on LinkedIn, by curating their personal profiles and sharing company messages, can amplify your brand’s reach and authenticity.
• Data-Driven Decisions: Utilize LinkedIn’s page analytics to get to know your audience better. Tailoring your content to different segments based on this data can significantly boost your engagement rates.

A rising tide of engagement

LinkedIn engagement has seen a notable uptick, soaring by 44% year-on-year. This increase is not just a result of the platform’s growing popularity but also due to brands posting more frequently. This shift signifies a strategic move away from other platforms, highlighting LinkedIn’s growing importance in the digital marketing landscape.

Why this matters

Leveraging these insights can revolutionize your LinkedIn strategy. Although there’s no universal solution for success on this platform, applying these data-backed recommendations can guide your content creation towards more meaningful interactions and greater visibility.

Navigating External Links: It’s been observed that posts with external links generally see less engagement. A clever workaround? Share your links in the first comment of your posts to keep your audience engaged without leaving the platform.

By integrating these strategies into your LinkedIn playbook, you can enhance your brand’s presence, foster deeper connections with your audience, and drive your engagement metrics to new heights.

What is the trending topics section? 

Trending topics encompass all mass-discussed news and subjects, and the trending topics can be in the ‘for you’ feed as well as the search page. The algorithm used to identify said trending topics will assess and collate topics which users are engaging with most and then content specialist review and compile 5 trending topics, to be displayed to users.

Introducing a trending topics section allows users to connect and discuss worldwide trending subjects. The update brought to US users was released on the 19th of March and came after many users stated the feature was highly desirable.

A trending topic section allows users to explore relevant, current subject matter. As a result, users will be exposed to topics they may have otherwise been unaware of. As well as improving navigation to find topics alongside the ability and ease to engage with them as a result. 

Threads versus X

The trending topics section is a feature that will be familiar to X users (formerly Twitter). Threads being X’s biggest competition offers users 500 characters, whilst X only provides 280, this alone gives users a platform to have in-depth discussions, and less of a need for the continuation of topics into comments. This is not the only difference in offerings, Threads also allows users to upload longer video content, as much as up to five minutes. In contrast to X’s two minutes and twenty-second cap.

Features utilised by both apps:

• Desktop compatible 
• Cross-platform sharing 
• Hashtags
• GIFs, videos, and photos
• Trending section

Utilising ‘trending topics’ within your marketing strategy

Crafting campaigns with the awareness of current trending subjects is an essential part of marketing. Of course, not every topic will have relevance or provide marketers with an opportunity to promote, engage and capitalize off current events. However, when the subject is relevant, it can improve audience visibility, aid in forming attitudes around subjects and can be used to educate both the brand and customers. 

To utilise the feature in an appropriate manner, brands will need to monitor trending topics and select relevant topics to engage with. This has been seen to work well in sectors such as fashion and sports, when events like London Fashion Week occur, fashion brands are able to join the conversation and capitalise by providing content or displaying products that users are likely to respond to. 

Trending topics are beneficial for brands as they can also help gain insight into audiences’ responsiveness to specific topics and events. This will allow brands to analyse what content is most successful for their target audience. Through analysis brands can then determine the format of content that works best for the audience, then apply their content findings in future strategies.

Meta has issued a denial that they have been providing Netflix with their users’ private messages. The claim has grown in notoriety over the last month, with Elon Musk claiming that this was true through posts on X, formerly Twitter. The accusation stems from a court filing within a class action lawsuit that Facebook is currently facing with regard to data privacy. 

What does the document claim?

The court filing alleged that Meta and Netflix had a unique relationship, with Facebook, a subsidiary of Meta, even reducing their budgets for Facebook original programming so they didn’t compete with Netflix – who were a large advertiser on the social networking site. In 2017, it was reported that Netflix was spending $150 million on Facebook ads. However, most problematically, it claims that Netflix was granted special access to Meta’s Inbox API which allowed the streamer “programmatic access” to Facebook user’s private messages. This has understandably led many to criticize Meta for illegally sharing their data with another company.

How has Meta responded to this?

Meta has denied the report’s accuracy with Andy Stone, Meta’s Communications Director pushing back by claiming Musk’s statement was “shockingly untrue”. Instead, he countered by stating that the Netflix agreement allowed users to private message friends about Netflix suggestions directly from their app and share this across Facebook. This is a standard practice across the media industry. In essence, he claimed that Netflix had access via a plugin, rather than being able to read individual messages.

Is this the first time Meta has been accused of selling data?

Unfortunately for Meta, this isn’t the first time they have been accused of data breaches. A New York Times article in 2018 stated that Netflix and Spotify could access private messages based on documents they had received. The blog post explained that the Facebook API was accessible for Netflix and Spotify, meaning they could see conversations about what people were watching or listening to. 

Whilst Stone denied that Netflix was snooping, it is worth noting that the company was granted privileges other brands were not. Indeed, the report claims that Netflix had access to the Titan API and conversely shared a bi-monthly report to Meta about user engagement.

In a significant update from Google, come July 1, 2024, Google Analytics will see Universal Analytics (UA) replaced by the more advanced Google Analytics 4 (GA4). This shift means that all UA services, including APIs, will no longer be operational, effectively making UA data inaccessible through traditional means.

Key Points to Note

• Migration is a Must: If you’re still using UA, it’s crucial to migrate to GA4 to continue enjoying Google Analytics services without interruption. Google provides a migration guide to help with this process.
• Save Your Data: UA users should export their data ASAP. Post the deadline, any UA data not exported will be permanently deleted by Google.
• Impact on Integrations: The discontinuation of UA will affect various integrations. Conversions tracking, audience lists, and data access via APIs for UA will stop. This could impact advertising campaigns and data reporting tools that rely on UA data.
• Export Deadlines: For Universal Analytics 360 users, ensure you export historical data through BigQuery before June 30, 2024. After this date, you’ll no longer be able to request data exports, though already exported data will remain accessible.

The transition to GA4 is not just an upgrade but a complete overhaul, offering new features and improved analytics capabilities. To avoid losing critical data and to make the most of GA4’s offerings, users should start the migration process immediately and ensure all necessary data is exported before the cutoff date.

How to Export Your Historical UA Data

Exporting your Universal Analytics data is crucial to ensure you don’t lose any valuable historical insights. Here’s a simplified guide on how to export your data:

• Access Your UA Account: Log into your Google Analytics account and navigate to the Universal Analytics property you wish to export data from.
• Choose Your Export Method: Google Analytics offers several ways to export your data, including standard reports, custom data exports, and integrations with tools like Google Sheets and BigQuery.
  • Standard Reports: You can export these directly from the Analytics interface into CSV, Google Sheets, or PDF format.
  • Custom Data Exports: For more comprehensive data needs, use the Custom Data Export feature to select specific data sets for export.
  • BigQuery Integration: Universal Analytics 360 users can export their data to BigQuery for advanced analysis. Start this process as soon as possible to ensure complete data transfer before the deadline.
• Follow Export Instructions: Depending on your chosen method, follow the prompts to complete the export process. For BigQuery users, ensure you initiate the export process before June 30, 2024, to avoid losing access to historical data.
• Secure Your Data: Once exported, make sure your data is stored securely. Consider cloud storage solutions or external drives for large datasets.

By exporting your data and transitioning to GA4, you can continue to leverage Google Analytics’ powerful tools for insights and decision-making in your digital strategy.

Why is TikTok potentially going to be banned in the US? 

TikTok released by ByteDance a Chinese tech company in 2016, is now facing a complete ban in America as the House of Representatives vote 352-65. The bill passed stipulates, TikTok creators ByteDance have six months to sell the US version of the app, before it is banned in the US. The bill also states ByteDance must relinquish its authority, ceasing its control over the algorithm. It is worth noting the bill still needs to go through the Senate, and, if it does not pass with bill will be killed. 

This is due to the data collection used to generate and create tailored algorithms for its users, which is seen as a potential threat to security. This is also backed by concerns that content negatively representing the Chinese government is being censored. 

What does this mean for users in the US and globally? 

The ban poses some questions, like how it would stop existing users (those with the app), from continuing to use it. We will likely see the TikTok app removed from the American app store. Whilst those who already have it will be able to use it until the app is no longer compatible due to updates. 

It has been theorised that to negate personal usage, internet providers and phone companies would also need to blacklist the app, making it impossible for users to access TikTok. This method has already been used and was successful in India in June of 2020. A more extreme approach would involve the criminalisation of using the app, however, this would likely cause issues when trying to enforce it. 

So, what does this mean for users globally? Well, the ban is limited to the US, but other countries have enforced a ban across government devices, such as Taiwan, UK, Australia, Belgium, Canada and more. 

Countries like Nepal, India, Somalia, and Afghanistan have all permanently banned TikTok for a plethora of factors. Varying from religious beliefs, censorship, data privacy and the spreading of misinformation. 

Why will this impact America’s economy? 

A report produced by Oxford Economics has unearthed that TikTok provided $24 billion to the US’s economy. The findings summarised the impact small and mid-sized businesses had on the economic contribution, through TikTok. Finding that $9.2 billion was earned directly through TikTok, $6.6 billion was indirectly garnered, and $8.4 billion was induced by TikTok. 

This would not only be harmful to the economy but in fact could be incredibly damaging for businesses who utilise TikTok to reach customers, promote products and have integrated TikTok into their marketing strategy. The limitations this would have, have been theorised to be problematic for the longevity of brands and businesses. 

As we delve deeper into the age of artificial intelligence, YouTube is taking significant steps to ensure transparency and integrity in the content shared on its platform. Here’s what’s new and how it affects creators and viewers alike.

Introducing Self-Labeling for AI-Generated Content

YouTube recently unveiled a feature that allows creators to self-identify their videos containing AI-generated or synthetic material during the upload process. This initiative aims to maintain honesty and clarity on the platform, requiring creators to mark “altered or synthetic” content that mimics reality. This could range from videos making a real person say or do something they didn’t, altering footage of real events and places, to showcasing a realistic-looking scene that never actually occurred.

What Needs to Be Disclosed?

Creators are now faced with the responsibility of disclosing any content that could potentially deceive viewers into thinking it’s real. YouTube provided examples to clarify the type of content needing disclosure:

• A fake tornado moving towards a real town
• Using deepfake technology to alter a real person’s voice in a narration
• However, YouTube delineates that disclosures are not necessary for content that is evidently fictitious, such as animation, beauty filters, or special effects like background blur.

Balancing Protection and Creativity

In November, YouTube introduced a nuanced AI-generated content policy, establishing two levels of guidelines: stringent ones aimed at protecting music labels and artists, and more lenient rules applicable to the broader creator community. For instance, deepfake music videos could be subject to removal at the request of the artist’s label. Yet, for average individuals impersonated through deepfakes, the removal process involves a more complex privacy request form, highlighting the challenges in managing AI-generated content.

The Honour System and Beyond

YouTube’s approach to AI content labelling largely relies on creators being truthful about their videos’ content. Despite the intrinsic challenges in detecting AI-generated content—owing to the historical inaccuracy of AI detection tools—YouTube is committed to enhancing its detection capabilities. The platform also reserves the right to add AI disclosures to videos post-upload, particularly when the content might mislead viewers, with more explicit labels for sensitive topics such as health, elections, and finance.

Looking Forward

With these updates, YouTube joins other social media giants in the quest to regulate AI-generated content, balancing innovation with integrity. This move is not only about adhering to a set of rules but also about fostering a culture of transparency and trust among creators and viewers. As the landscape of digital content continues to evolve, these guidelines will play a crucial role in shaping the future of content creation and consumption on YouTube.

For further insights on digital media trends and AI’s impact, resources like Pew Research Center and Statista offer valuable statistics and analyses on the technology’s broader implications.

Reddit has introduced a groundbreaking advertising format called “free-form ads,” designed to seamlessly blend with the platform’s user-generated content. By mirroring the look and style of regular posts, these ads aim to foster natural engagement between advertisers and the Reddit community.

Key Features of Free-Form Ads

• Engagement-Focused Design: Advertisers can now craft ads that closely resemble user posts, encouraging more interactive and engaging experiences.
• Diverse Media Integration: The ads support a mix of images, videos, and text, utilizing templates for easy creation.
• Inspired by Megathreads: Drawing inspiration from Reddit’s popular Megathreads, these ads serve as a hub for information and discussion on trending topics.

Why Free-Form Ads Matter

• Enhanced Engagement: Brands can deliver comprehensive information in an engaging way, potentially boosting conversion rates.
• Potential User Backlash: There’s a risk that users seeking authentic content might react negatively to ads disguised as user posts.

How Free-Form Ads Work

• Versatile Media Support: Advertisers can use images, videos, and text to share in-depth information.
• Template-Based Creation: Ready-made templates facilitate the easy assembly of ads.
• Sponsored Label Visibility: Ads are marked with a “Promoted” label for transparency.
• Global Availability and Accessibility
• Reddit Ads Manager Integration: The new ad format is accessible globally to all advertisers via the Reddit Ads Manager.

Early Success Stories

• Brands like Just Eat Takeaway, Kraft Heinz, and Leica: Reported significant upper funnel results through early adoption of free-form ads.
• Philadelphia Cream Cheese Case Study: Demonstrated the ad format’s ability to engage communities, yielding over a thousand comments, a 91% upvote rate, and a 42% higher click-through rate compared to previous benchmarks on Reddit.

Reddit’s new free-form ads represent a strategic effort to enhance advertising engagement by mimicking the platform’s user content style. While offering the potential for increased brand interaction and community engagement, the success of this approach will depend on the balance between advertisement and user experience integrity.

In one of Google’s most recent updates, those with a Google business profile can connect to
their social channels. Now, the function is going a step further and will display recent social
media posts on the results page of the business profile.

The update will provide searchers with snapshots of the social media channels, which will
give insight into businesses’ information and online reputation through the seamless
integration of social media.

The update is a welcome arrival on the search engine results page (SERP), following the
feature’s initial launch in October of 2023. The new section is titled ‘Social Media Updates’
located beneath the review section.

The incorporation of social media links into the SERP allows users to see a brand’s online
persona as well as real-time updates now displayed. This will be especially beneficial to
businesses promoting sales or events on their social platforms, as new customers and
existing ones will be able to see without being on the given platform. This could aid
businesses in their online visibility as well as the engagement of potential customers.

Google has suggested two businesses can connect to the same social link, but only one link
can be added per social channel.

How to connect social media links to a Google business
profile?

The display of social posts is automatic once businesses connect their social channels to

their Google business profile. The current platforms businesses can link to are:

• Instagram
• LinkedIn
• TikTok
• Pinterest
• X (Twitter)
• YouTube
• Facebook

To add social media links:

1. Log into the Google account linked to the business profile.
2. Type the name of your business into the search bar.
3. Locate the business button in the bottom right corner and select.
4. Then click on edit profile – business information – and then contact.
5. Editing is simple, select social profiles and the down arrow.
6. A drop-down menu will open, click the social media link you want to integrate.
7. In the web address field, paste your link.
8. Select save.
   To remove social media links:
9. Go to the business profile.
10. Select edit profile – business information – and then contact.
11. On ‘social profiles’ select the profile you want to remove and hit the trash icon.
12. Press save.
    Google have an in-depth guide to navigating your business profile, editing, deleting and
    uploading social media links.
    Will you be utilising the feature when searching? Conversely, we would love to know if any
    business owners will implement social media links to their Google business profiles.

The Google March 2024 core algorithmic update has arrived and it’s bad news for brands who have been taking advantage of AI-generated tools such as ChatGPT. Google’s update will penalise sites that have been made using AI-generated content, due to this content’s inability to meet the standards of quality that Google has outlined in its documentation.

What’s the problem with AI-generated content?

There is nothing wrong with creating AI content, however, it must be acceptable for Google and meet their quality standards. There are numerous ranking systems such as the Helpful Content and Reviews system that have such a strident quality system that AI content will always be unable to satisfy this. For example, there are several qualities that Google documentation, which rules out AI-derived content such as Experience, author page, author background information, author About page, Google Perspectives, Google News and published reviews.

Can AI content still be used?

Unfortunately, due to the impact of online regulations, AI is facing a daunting challenge. However, there are still ways to implement AI that can benefit your business without getting on the wrong side of Google.

For example, creating review content using AI is a possibility. You could consider using these tools to improve the rough draft of content that the human has produced. If you want a review product you can use human analysis to work out benchmarks and positives and negatives, before uploading it to an AI tool to use your language, thoughts and analysis to create the review.

We should look at AI as a method of enhancing our reporting, data dives and rough ideas. Ai can’t identify all the quirks and nuggets of information, but humans can. Therefore, AI can complement the human element of creating content.