With some small Google search changes inbound and big updates for TikTok, here is everything you need to know for social media over the last week.
SEO
Visit Button
Google has been testing a “Visit” button which is a lot more visible than the current layout, as you can see below:
This should improve overall CTR for websites which are enhanced by a strong SEO foundation, as Google will favour those sites.
Social Media
TikTok makes creating ads more efficient, and Meta joins the ‘AI Safety Collective’. Read more below.
META
Meta has joined the ‘AI Safety Collective’ which is a non-profit AI safety collective. It aims to ensure “responsible development” and wants to establish industry standards around AI development.
Other members include Amazon, Google, Microsoft and OpenAI – all of which are investing heavily in AI, so it’s good to see an external body taking precautions with AI development.
TikTok
New Ad tools
TikTok plans to make creating ads on the platform easier and faster and announced some handy updates at the TikTok World 2024 event it hosted.
TikTok’s new ‘creative AI suite’ for ad partners will use AI to help users write scripts, produce videos and generate ideas.
You may have seen these features before, and that’s because they already exist – they’re just being streamlined into a single platform, so there are more quality-of-life enhancements.
Similarly, TikTok has announced a new centralised location for all its marketing tools, which is called TikTok One and will launch later in the year. It will make it much easier to access different tools, replacing its Creative Centre and adding more features.
TikTok is also following suit and releasing its predictive AI learning tools for ad targeting, to enhance performance like LinkedIn’s Predictive Audiences or Advantage+ campaigns.
TikTok also revealed another new feature called ‘Unified Lift,’ which will “empower advertisers to confidently maximize the results of their investments on TikTok.”
“Unified Lift combines the power of Brand Lift Studies and Conversion Lift Studies to give businesses a comprehensive view of their total TikTok campaigns’ impact,” a spokesperson added.
Finally, two new ad types were announced: ‘Duet with Branded Mission’ is exactly what it sounds like. Content creators will be invited to duet with brands videos, boosting engagement.
The other is called ‘Interactive Add-Ons for Top View’, which will allow advertisers to use pop-out elements” and countdown stickers in their Top View campaigns.
Floating Player
TikTok has introduced a new floating player option for desktop users, which keeps your videos playing while switching to other tabs, and displays the video in the bottom right-hand corner of your screen.
This is also paired with the TikTok allowing users to post 60-minute videos last week too, so it seems this is another step to keep users on the platform for as long as possible.
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