Bonded Bitesize – Your Midweek Roundup

Google March 2025 core update rolling out now

Google has released the March 2025 core update, which may take up to two weeks to complete. Core updates, occurring multiple times per year, bring significant changes to Google’s search algorithms to improve content relevance. This update follows the December 2024 update and continues Google’s efforts to surface more content from creators. If a site experiences a rankings drop, Google advises focusing on helpful, people-first content rather than seeking immediate fixes. While some recovery can happen between updates, major improvements usually come after another core update. Google has provided guidance on evaluating content quality. As with all core updates, fluctuations in rankings and traffic are expected, with potential benefits for well-optimised sites and creators producing valuable content.

Oracle Firms as TikTok’s Likely Partner in US

The ongoing TikTok U.S. situation continues to unfold, with Oracle emerging as the frontrunner for a partnership with TikTok and ByteDance. Under the proposed deal, Oracle would handle security and operational aspects while ByteDance retains control of TikTok’s algorithm. The focus is on addressing U.S. user data security concerns outlined in the ‘Protecting Americans from Foreign Adversary Controlled Applications Act’. However, the proposal may not fully comply with the law, which requires limiting foreign ownership and control. The Chinese government remains opposed to selling TikTok’s algorithm, creating further obstacles. While negotiations continue, the U.S. government has until April 4th to finalise an alternative deal, though an extension remains possible.

Google Ads rolls out channel control for Demand Gen campaigns

Google Ads has started rolling out channel control for select Demand Gen campaigns, allowing advertisers to specify where their ads appear across Google’s properties. However, segmentation by individual channels like YouTube, Discover, and Gmail is not yet available, limiting data-driven optimisations. While this update offers more control over campaign placement, its full impact remains unclear since performance data is still grouped under ‘Google-owned channels’. Marketers, including Greg Kholer from ServiceMaster, are cautious about making changes until detailed channel performance breakdowns become available. Many advertisers will likely wait for further updates before adjusting their strategies.

Meta’s Testing Its Own AI Chips To Expand Its Processing Capacity

Meta is investing billions into developing its own AI chips to reduce reliance on external suppliers like Nvidia. The company is currently testing its first in-house chip for AI training, aiming to scale production if successful. Meta already has around 350,000 Nvidia H100 chips powering its AI projects but plans to expand its AI infrastructure significantly, targeting compute power equivalent to 600,000 H100s. This move could not only enhance Meta’s internal AI capabilities but also create external opportunities as demand for AI chips remains high. Other tech giants like Google, Microsoft, and OpenAI are also developing their own AI chips, making processing capacity a key battleground in the AI race. Success in this space could give Meta a major competitive edge.

LinkedIn Expands AI-Powered Ad Targeting Tools

LinkedIn’s Predictive Audiences uses AI to analyse engagement data, like ad impressions and clicks, combined with first- and third-party data to create optimised audience profiles. Similar to Meta’s Advantage+ targeting, it helps expand reach by identifying users likely to take desired actions. Recent updates include the ability to add company lists for better B2B targeting and retargeting sources for enhanced audience refinement. Early users have reported a 21% reduction in cost-per-lead, highlighting the tool’s effectiveness in improving LinkedIn ad performance.

YouTube Tests Handy New Shorts Editing Display

YouTube is testing a new feature for Shorts editing that helps creators place captions, stickers, and other elements without obstructing key parts of the interface. The tool highlights where UI elements like the Like button or profile icons are, ensuring added elements don’t interfere with the content. YouTube is also working on a face ID system to detect AI-generated videos featuring users’ faces, allowing creators to control how their images are used. Additionally, the Memberships tab has been updated, and the copyright details page in YouTube Studio now offers clearer information on pending claims.

Snapchat Shares Insights into How to Connect with Film and TV Fans in the App

Snapchat’s new research, in collaboration with National Research Group, reveals that users are highly engaged with entertainment content, with over 90% of Snapchatters consuming movies or TV shows weekly. The study highlights the importance of connection and sharing experiences with friends and family, making it a valuable opportunity for brands to integrate promotions around entertainment content. Snapchatters are more likely to remember and remain loyal to brands linked to their passions, especially in movie and TV contexts. Additionally, influencers play a key role in driving engagement, as fans love to follow actors, share trailers, and express their fandom on the app.

Cryptic Walkers ads tease upcoming Heinz collab

Walkers has once again teamed up with Heinz for a cryptic digital out-of-home and social media campaign, hinting at the return of an ‘iconic flavour’. The VCCP-designed campaign features the Walkers logo recreated as a crisp with a smear of sauce, signaling the upcoming collaboration. The teasers are supported by social media activations and will be seen across the UK. This follows the recent success of Walkers’ partnership with Lea Perrins Worcester Sauce, which celebrated the flavour’s return. Walkers’ senior marketing lead, Irina Panescu, emphasised making the Worcester Sauce flavor ‘bigger, bolder, and even more Worcestershire-y’ for the new launch.

Clarks celebrates 200 years with vibrant new TV ad

Clarks is celebrating its 200th anniversary with a new spring/summer 2025 campaign that focuses on comfort, quality, and value. The 20-second TV spot, set to Kylie Minogue’s ‘In My Arms’, marks Clarks’ return to national TV, showcasing four key footwear styles through giant-sized shoes. The ‘There’s No Better Feeling’ campaign highlights the joy and comfort Clarks brings to everyday life. The campaign will also feature a Clarks Airstream activation at various UK shopping centers, including London, Gateshead, Manchester, Birmingham, and Bristol, aimed at deepening consumer engagement and strengthening Clarks’ retail presence.

Report Finds Community Notes Fail to Address Proven Misinformation on X

Meta’s new Community Notes system, aimed at replacing third-party fact-checkers and empowering users to slow misinformation, is facing scrutiny based on the performance of a similar system on X. A Bloomberg report analysed over a million Community Notes on X and found that fewer than 10% of them are ever shown to users, despite many being accurate and helpful. The system requires consensus from users with differing political views for notes to be displayed, which often results in important notes on divisive political topics being suppressed. This has raised concerns about the effectiveness of user-driven fact-checking in addressing misinformation.