🗞️ Digital Marketing Must-Knows

💨 The 5 biggest headlines from last week

📰 Round up

1. Twitter's new owner wants to create "the most respected advertising platform." And what else we know about the changes coming to Twitter:

• In April, Elon Musk tweeted (later deleted) that Twitter should reduce its reliance on advertising revenue. But one of Elon Musk's first tweets tried to appeal to brands. He wanted to reassure them that Twitter would not become a "free-for-all" given his advocacy for free speech.

• Although General Motors announced that they are pausing advertising while it watches the direction the platform takes.

• Twitter's subscription 'Twitter Blue' is expected to increase from $4.99 to $19.99 per month and will include the blue check-mark verification. Existing verified users would need to buy Twitter Blue or lose their verification in 90 days.

• One early change is the homepage for logged-out users. Users are now redirected to the Explore tab to see trending tweets and stories.

• Lastly, Twitter will develop a "content moderation council with widely diverse viewpoints". No significant content decisions or account reinstatements will be made until then.

2. TikTok is introducing gaming into the app, according to an FT report. Byte Dance is an established games creator. A new tab on the home screen for games is expected to be announced on November 2nd at the “TikTok Made Me Play It” event. TikTok describes itself as an "entertainment platform" (not social media), and this expansion is into one of entertainment's most lucrative industries. (Financial Times ↗️)

3. Amazon is doubling down on video advertising. Amazon announced that their programmatic display service now includes a video format. A video-builder tool is in beta to help advertisers with the creation process. Amazon may create more video opportunities considering they already own Twitch and live stream some NFL games. (Amazon ↗️)

4. Apple will take a cut of Social Media boosted posts initiated from the iOS app. Apple will classify such transactions as 'in-app transactions,' which means Apple will claim a 30% share. This will impact social media apps like Facebook, Twitter & TikTok. And could drive up the costs for small businesses. However, the charge only relates to boosted post ads created within iOS apps. For example, it will not impact boosted posts made from the web-based Facebook Ad Manager platform. (The Verge ↗️)

5. Google's Performance Max campaigns have new updates ahead of the holidays. 'Asset group scheduling' allows automated rules to pause and enable assets. Also, the max number of headlines has increased from 5 to 15. 'Performance planner' forecasts and simulates future campaign results. And Google recommends adding data segments as audience signals to improve machine learning. (Search Engine Land ↗️)

Plus

• TikTok launches online marketing academy

• Google acquired avatar creation start-up Alter

• Facebook brings back compare attribution model feature

• Spotify's ad revenue is continuing to climb, led by podcasting

• YouTube ads now include a placement to target Podcast videos

• Facebook is rolling out Advantage+ campaigns to more advertisers

🆕 Who's hiring?

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🏁 The shortlist

→ DGM Playbook ~ I'm teaching small business owners the inner workings and frameworks of digital marketing. It's live, online, and hands-on. Learn more and join the next cohort.

→ Hiring a Digital Marketer? Post a role to the hiring board for $1.

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✍🏽 written by kole ogundipe