TikTok’s Storefront Sunset

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August 24, 2023

TikTok announced that it will discontinue its Storefront feature, effective September 12, 2023, in a significant move.

While this might seem like a step back, it’s part of TikTok’s broader strategy to refine and enhance the shopping experience on its platform.

Introducing TikTok Shop

As the Storefront sets, a new horizon emerges with the introduction of TikTok Shop. This innovative e-commerce solution is integrated into the TikTok app itself.

TikTok Shop aims to provide a more native and engaging shopping experience, allowing brands to “showcase and sell products directly on TikTok through shoppable in-feed videos, LIVE shopping sessions, and a store page.”

This move aligns with TikTok’s commitment to “building native, engaging and entertaining shopping experiences” that align with the rapid changes in the retail industry.

What This Means for Creators and Brands

With the discontinuation of Storefront, creators and brands need to adapt and migrate to the new TikTok Shop.

“Storefront will be officially discontinued and unavailable for use. This means your Storefront products will no longer be visible on your TikTok profile, or be eligible for inclusion in short videos, LIVEs and ads. You will also lose access to your Storefront on Store Manager. It’s important to migrate from your Storefront to TikTok Shop as soon as possible,” mentioned TikTok.

This transition involves registering for TikTok Shop and manually uploading products, as the product list from Storefront won’t automatically sync.

TikTok Shop offers a seamless in-app shopping experience, complete conversion data visibility, and enhanced targeting capabilities.

Moreover, the platform continuously innovates, with plans to introduce more commerce solutions based on user feedback.

A Game-Changer for TikTok E-commerce

This shift from Storefront to TikTok Shop is not just a feature change but a strategic move that could redefine e-commerce on social media platforms.

By offering a more integrated and immersive shopping experience, TikTok is positioning itself as a significant player in the e-commerce space.

For creators and brands, this means more opportunities to engage with their audience and drive sales directly from their content.

However, like any change, it comes with challenges. The need to migrate and adapt to a new system might be daunting for some, but the potential rewards for engagement and revenue could be substantial.

As the platform continues to innovate and adapt to the needs of its users, creators, and brands, the future of shopping on TikTok looks promising. We’re eager to see how these changes will shape the e-commerce landscape on social media.

YouTube is Revolutionizing Search and Streamlining Content

By

Betonsky N.

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August 23, 2023

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In the ever-evolving world of digital content, platforms must consistently innovate to cater to the dynamic needs of their users.

YouTube, a pioneer in this domain, has once again showcased its commitment to enhancing user experience with its latest experiments and updates.

These changes, aimed at refining content discovery and ensuring user safety, are set to redefine how we interact with the platform.

Song Search on Android

Gone are the days when identifying a song meant racking your brain or asking a friend.

YouTube is leaping intuitive search by allowing users to identify songs by merely humming or recording a snippet.

This feature, echoing the capabilities of apps like Shazam, is now a part of the YouTube experience.

For those lucky enough to be part of this experiment, a toggle in the YouTube voice search will be their gateway to this feature.

A simple switch, followed by a 3-second hum or recording, will lead users to the content they seek.

“We’re experimenting with the ability for folks to search for a song on YouTube by humming or recording a song that’s currently being played,” says Youtube

Though still in its infancy, this feature is making waves among a select group of global Android users, hinting at its potential widespread appeal in the future.

Decluttering the Subscriptions

With the influx of content on YouTube, the Subscription feed can sometimes feel overwhelming.

Addressing this, YouTube is testing a ‘channel shelf,’ a feature that bundles multiple uploads from a single creator, mainly if uploaded quickly.

The rationale behind this experiment is clear: Easing the pressure on creators to upload frequently, Amplifying user engagement, and simplifying navigation.

“We’re starting to test bundling multiple uploads from a single creator within a short amount of time into a shelf in the Subscriptions feed.” announed the platform

This feature is being tested among a select audience, but its potential implications for the broader YouTube community are vast.

As these features mature and become mainstream, they could set the standard for global digital content platforms.

It’s an exciting time to be a part of the YouTube community, and we eagerly await what’s next on the horizon.

YouTube’s Shorts Evolution: Safety, Engagement, and Visibility

By

Betonsky N.

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August 23, 2023

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Youtube has announced some changes to its ‘Shorts’ feature, including changes to Links in shorts which reflect an understanding of user needs and the challenges of the digital age.

Changes to Links in Shorts

The platform has decided to disable clickable links in Shorts’ comments, descriptions, and vertical live feed starting August 31st, 2023.

This proactive measure protects the vast YouTube community from the ever-present threats of scams and spam links.

“Starting August 31st, 2023, links in the Shorts comments, Shorts descriptions, and links in the vertical live feed will no longer be clickable.” says Louis from Youtube

While this may initially seem restrictive, especially for creators accustomed to linking externally, YouTube has yet to leave them with alternatives.

‘Related Video in Shorts’

Understanding the importance of interlinking for creators, YouTube is introducing the ‘Related Video in Shorts’ feature.

This innovative tool allows creators to attach a related video to their Shorts, providing they can access advanced features.

“Once the feature becomes available on a creator’s channel, they must have access to advanced features in order to add a related video to their shorts.” continues Louis

The introduction of this feature is a game-changer. It offers a safer linking method and ensures viewers remain engaged within the YouTube ecosystem.

The feature is set to gradually rollout, with plans to expand its reach to mobile devices.

Prominent Channel Page Links

Starting August 23rd, YouTube is amplifying the visibility of channel page links, urging creators to update this feature in their Studio.

“As a reminder, the new, more prominent channel page links will start to be visible to viewers on August 23rd. Creators, you can update this today in YouTube Studio.” mentions Youtube.

This move will likely boost channel discoverability, ensuring creators get the recognition they deserve.

These changes, while seemingly minor, have the potential to significantly alter the content creation and consumption dynamics on the platform.

Observing the ripple effects on user engagement and content strategies will be fascinating as creators adapt and innovate within these new guidelines.

One thing is sure: YouTube is committed to evolving, and as part of the broader digital community, we should be prepared to evolve with it.

TikTok Expands Integration with Shopify

By

Betonsky N.

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August 22, 2023

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TikTok has become a platform where audiences discover new products, seek recommendations, make purchases, and share reviews.

With users 1.5 times more likely to purchase a product after seeing it advertised on TikTok, the platform’s integration with Shopify has expanded to include the benefits of TikTok Events API.

This secure and reliable server-side connection aims to improve ad delivery and measurement.

TikTok Pixel and Events API

The TikTok Pixel is a code on a website to share visitor actions with TikTok’s ad delivery system.

It helps in measuring the effectiveness of TikTok ads, showing ads to interested users, and uncovering insights to optimise campaigns.

Integrating TikTok Pixel and Events API allows e-commerce advertisers to measure and optimise their ad performance easily.

“E-commerce advertisers of all sizes can leverage TikTok Pixel and Events API to measure and optimize their ad performance. Through TikTok’s integration with Shopify, you can implement these data connections to your online store in just a few clicks.” says TikTok

Shopify’s Expanded Integration with TikTok

Shopify’s integration with TikTok now includes the benefits of Events API, providing a secure and reliable server-side connection.

This all-in-one solution allows Shopify merchants to enjoy industry-standard attribution without needing a developer to implement the code.

“Shopify’s expanded integration with TikTok now includes the benefits of Events API, our secure and reliable server-side connection. Shopify merchants, whether experienced or just getting started, can opt for this all-in-one solution to enjoy industry-standard attribution without needing a developer to implement the code on their website.” mentions TikTok

Benefits of Server-Side Integration

The server-side integration improves performance by limiting data loss due to connectivity and browser limitations.

On average, advertisers using TikTok Pixel and Events API together see:

19% more events captured
15% improvement in cost per action

Data Sharing Levels

TikTok allows three data-sharing levels between Shopify stores and TikTok: Standard, Enhanced, or Maximum.

Enhanced and Maximum levels include the Events API integration, with Maximum combining all data-sharing options to optimise ad performance.

TikTok’s expanded integration with Shopify through the Events API offers a more secure and reliable connection for e-commerce merchants.

It simplifies the implementation process and provides a more accurate view of audience, campaign performance, and marketing attribution.

This enhancement is a significant step towards adapting to new regulatory expectations and changes in browser operations, making it a valuable tool for businesses of all sizes.

“Our enhanced integration with Shopify makes it super simple to implement our server-side connection. If you’re already using the TikTok Pixel for Shopify, simply head to the TikTok app in your Shopify dashboard, and confirm your data sharing level is set to Enhanced or Maximum.” says TikTok

By embracing this integration, businesses can better align their marketing strategies with consumer behaviour on TikTok, leveraging the platform’s unique position in the e-commerce landscape.

The Power of TikTok Creators

By

Betonsky N.

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August 21, 2023

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TikTok, a platform known for its short-form videos and viral trends, has become a powerful tool for influencing consumer behavior.

From cleaning supplies to books, TikTok creators drive sales and change how people discover and purchase products.

But what makes TikTok so effective in influencing buying decisions?

The Rise of Hashtags and Communities

TikTok has given birth to various communities such as #cleantok, #dogtok, #beautytok, and #booktok.

These hashtags have become creators’ hubs for sharing reviews, recommendations, and endorsements.

According to BBC, “Data shows users who promote certain books with the hashtag have driven sales of the titles they feature.”

Source Credibility and Authenticity

Trusting the Creator

A key element that drives users to purchase products is “source credibility.” People are more likely to buy products if they perceive the creator as competent and credible.

Angeline Scheinbaum, associate professor of marketing at Clemson University, emphasizes that users look for a “fit with the product or service” as a badge of authenticity.

Organic Endorsements

A creator’s credibility increases when their recommendation is organic and unpaid.

Scheinbaum notes, “Organic influencers are so much more authentic, their motivation is to genuinely share a good or a service that has brought them joy or convenience in their life.”

The Parasocial Effect

The emotional connection between creators and viewers, known as the parasocial relationship, plays a significant role in influencing purchases.

This one-sided relationship leads viewers to believe they are closely associated with the creator, even though the creator may not know the viewer exists.

Valeria Penttinen, assistant professor in marketing at Northen Illinois University, explains, “Parasocial relationships are so strong that people are moved to buy.”

Perfectly Packaged Content

TikTok’s unique way of packaging content makes shopping feel like a game.

Kate Lindsay, a journalist who covers internet culture, says, “You’re not just buying a product, you’re buying something in pursuit of this larger lifestyle.”

This approach draws users into trends and encourages them to try out products.

While TikTok’s influence on consumer behavior is fascinating, it’s not without its pitfalls.

The emotional attachments that drive purchases may lead to overspending or buying products that may not suit the individual.

The rapid nature of TikTok’s content may also make adverts harder to spot, potentially misleading less savvy consumers.

TikTok’s influence on consumer behavior is a complex interplay of credibility, authenticity, emotional connection, and content packaging.

While it offers an exciting new avenue for product discovery and endorsement, consumers must approach it with awareness and discernment.

Amazon Extends Sponsored Product Ads to Premium Apps and Websites

By

Betonsky N.

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August 18, 2023

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Amazon is taking a new step in its Sponsored Products journey by extending selling partner campaigns to premium apps and websites, including Pinterest, BuzzFeed, Hearst Newspapers, Raptive, and Ziff Davis brands like Lifehacker and Mashable.

This move aims to enable delightful discovery and shopping experiences, connecting customers with products in more ways and places.

The Evolution of Sponsored Products

Amazon introduced cost-per-click Sponsored Products ads over a decade ago, focusing on connecting customers and products through experiences that drive discovery and ease of shopping.

Over time, the company has enhanced Sponsored Products by investing in machine learning algorithms to improve ad relevance, broadening campaign targeting parameters, and enhancing advertiser bidding controls.

Extending to other parts of the store has also been a part of this evolution.

“Sponsored Products has always been about helping customers discover products they may love,” said Colleen Aubrey, senior vice president, Amazon Ads Products and Technology. “We are excited to now apply what we’ve learned about connecting customers and products in meaningful ways to a range of great websites and apps.”

Extending to Premium Apps and Websites

Advertisers using Sponsored Products do not need to take any action to appear on these sites or apps.

The ads will automatically show up based on relevant page context, campaign, and cost-per-click parameters.

All ads will link to the Amazon product page, allowing customers to move from inspiration to browsing or buying in just one or two clicks.

Sponsored Products only appear when advertised items are in stock and include trusted Amazon shopping attributes.

“Amazon’s latest innovation of its Sponsored Products ads enables our clients to achieve exactly that. The ability for advertisers to efficiently scale their reach with highly relevant advertising is what most excites us about this,” said Guy Cohen, chief product officer at Skai, an enterprise-level advertising intelligence agency.

Amazon’s decision to extend Sponsored Products to premium apps and websites marks a significant shift in digital advertising strategies.

Amazon aims to enhance the discovery and shopping experience by connecting customers with products across various platforms.

This move reflects the company’s commitment to innovation and customer-centricity, leveraging technology to create meaningful connections between customers and products.

YouTube’s Latest Update: Enhancing Creator Experience and Streaming Quality

By

Betonsky N.

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August 16, 2023

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Hispanic young man playing video games smiling happy pointing with hand and finger

YouTube is rolling out updates to improve the creator experience and enhance video streaming quality.

Some changes include new comment filters and support for advanced video codecs.

Introduction of New Filters

YouTube has received positive feedback about comment filters in Studio and is now testing some of the same filters for creators in the comments section on the main app.

This experiment is being conducted with a small number of creators.

The new filters allow creators to filter comments by those they have not yet responded to, comments from members or public subscribers, and super thanks comments.

“These filters will appear at the top of your comments feed, next to the existing sort options such as top and newest comments,” said Connor from Youtube

These filters are designed to make it easier for creators to find and respond to comments on mobile.

By providing more control over the comments section, YouTube is enhancing the creator’s ability to engage with their audience.

Elevating Streaming Quality

YouTube has also announced that creators can now stream AV1 and HEVC live videos to the platform. Previously, YouTube only accepted AVC (H.264 codec) through the RTMP protocol.

The introduction of AV1 and HEVC allows creators to stream higher-quality video with a lower bitrate. This translates to better watching experiences for viewers.

“Creators can now stream higher quality video with lower bitrate, which will translate to better watching experiences for their viewers.” mentioned Connor from Youtube

The support for AV1 and HEVC codecs is a technological advancement that elevates the streaming quality on YouTube.

With this, creators will benefit by delivering high-quality content and enhancing the viewing experience for the audience.

These new updates are much needed, and we can’t wait to see how it impacts creators and viewers within the platform.

From TikTok to All Over the World

By

Betonsky N.

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August 16, 2023

0

TikTok, the platform known for its short-form videos and viral trends, is now becoming a hub for travel enthusiasts and businesses alike.

With a recent revelation that TikTok inspires 74% of unplanned purchases of travel-related products or activities, the platform is shaping to be a significant player in the travel industry.

TikTok’s Travel Landscape

TikTok is turning travel content into a fusion of passions, including entertainment, food, well-being, sports, and more.

It’s not just about picturesque beaches and sunsets but bungee jumping, budget adventures, and the bloopers accompanying traveling.

“Our desire to explore new destinations is ever growing, and thanks to TikTok, it’s never been easier to discover new places,” says TikTok

What Travelers are Searching

TikTok has identified key areas that travelers are actively searching for on the platform:

Relaxing Holidays: 66% of searches include breaks away from daily stress.
City Breaks: 58% of travel fans are looking for city breaks.
Activity Holidays: 42% of users are looking for new experiences.
Budget Holidays: 30% of users are seeking budget-friendly vacations.
Luxury Holidays: 30% of users are searching for luxurious getaways.
Cruises: 20% of people are looking for cruise holidays on TikTok.

A New Avenue for Engagement

For creators, TikTok’s focus on travel opens up new opportunities for engagement.

By sharing travel stories and tips and highlighting local hotspots, creators can build a community of travel enthusiasts.

Creators can also collaborate with travel businesses to promote destinations, hotels, restaurants, and more.

It’s a win-win situation that enhances both the creators’ reach and the businesses’ visibility.

Targeted Advertising

Travel businesses can use TikTok’s platform to target specific audiences, whether budget travelers, luxury seekers, or adventure enthusiasts.

The platform’s popular hashtags like #TravelTikTok and #TravelHacks can be leveraged for better reach.

With features like TikTok’s In-Feed Ads, travel businesses can reach millions of travel-seekers and build brand awareness across different regions.

“On TikTok, anytime is a great time to start advertising your travel services and products.” mentions the platform

The platform creates a vibrant ecosystem that caters to various travel needs by connecting travelers, creators, and businesses.

Small travel businesses can particularly benefit from TikTok’s platform, as it allows them to reach a global audience without massive advertising budgets.

TikTok’s foray into the travel business is a promising development that has the potential to reshape the way we plan and experience travel.

Learn more about the TikTok playbook here.

Taking Music Discovery to the Next Level with YouTube’s “Samples”

By

Betonsky N.

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August 16, 2023

0

YouTube has introduced a new feature in YouTube Music, “Samples,” designed to provide music lovers with a personalized and immersive experience.

Music is an integral part of our daily lives, and discovering new tunes can breathe fresh life into our routines.

YouTube Music’s “Samples” aims to make this discovery process effortless and fun.

It’s a seamless feed of short video segments introducing users to new music powered by YouTube’s extensive music video catalog.

“Powered by the world’s largest catalog of music videos, Samples will explore the depths and breadth of the YouTube Music library so that there’s always something new to listen to,” announced Youtube

A Personalized Feed

The “Samples” tab will offer users a personalized feed of short video clips, providing glimpses into various artists, videos, and songs.

Users can swipe vertically, like Tiktok, to explore new songs, engaging the discovery process.

“Samples” is a teaser and an appetizer to a whole musical experience.

Users can quickly add songs to their collection, share them, create playlists, watch full videos, or even use the songs to create their Shorts.

“We didn’t build this experience to be a means to an end in itself, but instead to be the appetizer to a whole meal,” said Youtube

Impact on Artists

For artists, the “Samples” tab offers a new way to reach audiences and build a community on YouTube.

It’s a step towards fostering real fandom and making YouTube a go-to platform for artists and music fans.

“This is yet another example of how YouTube’s unique combination of music videos, live performances, music premieres, and Shorts inspires real, devoted fandom,” says Youtube

“Samples” is a promising step towards transforming music discovery on YouTube.

By offering a personalized and interactive experience, it caters to users’ individual tastes and makes the discovery process more engaging.

The feature also empowers artists by providing a new avenue to connect with audiences. It’s a win-win situation that enhances the music ecosystem on YouTube.

The rollout of the “Samples” tab hints at YouTube’s intention to explore more short-form discovery features in the future.

Offering a personalized and interactive experience enhances user engagement and provides new opportunities for artists.

Following the recent introduction of youtube shorts, and new creation tools that brought a TikTok vibe to the platform, Youtube samples also have a simple vibe; maybe YouTube’s new changes are inspired by the big traction TikTok is getting.

A Look at YouTube’s New Medical Misinformation Policies

By

Betonsky N.

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August 16, 2023

0

YouTube has recently announced a long-term vision for its medical misinformation policies.

This update aims to streamline existing guidelines and make the platform a reliable destination for high-quality health content.

YouTube’s new medical misinformation policies are designed to tackle misinformation related to health topics that pose serious real-world risks.

The update focuses on three main categories: Prevention, Treatment, and Denial. The goal is to remove harmful content while preserving space for debate and discussion.

Three Key Categories

YouTube will now categorize medical misinformation into three main areas:

Prevention Misinformation: Content contradicting health authority guidance on preventing and transmitting specific health conditions will be removed.
Treatment Misinformation: Content that contradicts guidance on treatments for specific health conditions, including promoting harmful substances or practices, will be removed.
Denial Misinformation: Content that disputes the existence of specific health conditions will be removed.

The policies will apply to specific health conditions, treatments, and substances where content contradicts local health authorities or the World Health Organization (WHO).

“Moving forward, YouTube will streamline dozens of our existing medical misinformation guidelines to fall under three categories – Prevention, Treatment, and Denial.” announced Youtube.

Removing Cancer Treatment Misinformation

YouTube is taking a strong stance against cancer treatment misinformation.

Content that promotes harmful or ineffective cancer treatments or discourages viewers from seeking professional medical treatment will be removed.

“Starting today and ramping up in the coming weeks, we will begin removing content that promotes cancer treatments proven to be harmful or ineffective, or content that discourages viewers from seeking professional medical treatment.” said Youtube

YouTube recognizes the importance of debate and discussion in advancing science and medicine.

The platform will consider the context when enforcing policies and may allow content that is in the public interest to remain, even if it otherwise violates the guidelines.

“Debate and discussion are critical to the advancement of science and medicine. We always carefully take into account context when enforcing our policies, and allow content that provides educational, documentary, scientific, and artistic (EDSA) context.” said Youtube

YouTube’s updated approach aims to create a robust framework for future medical misinformation policies.

The platform will continue monitoring local and global health authority guidance to ensure the policies adapt.

“Looking ahead, we want to make sure there is a robust framework to build upon when the need for new medical misinformation policies arises.” mentioned Youtube in a blog post

YouTube’s new medical misinformation policies reflect a commitment to providing accurate and reliable health information.

By categorizing misinformation into Prevention, Treatment, and Denial and taking a firm stance against harmful content, YouTube is taking a significant step toward ensuring the safety and well-being of its users.

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