Bonded Bitesize – Your Midweek Roundup

TikTok Publishes New Guide to Post-Christmas Marketing

TikTok has introduced a guide for marketers to make the most of ‘Q5’, the period from post-Christmas to early New Year, when consumers are still in holiday mode and looking for deals. This 13-page guide highlights unique opportunities for brands to capture attention as users search for new products and trends to kick off the year, with a notable shift toward self-care and online shopping. The guide includes practical insights for crafting campaigns that resonate with this audience, using TikTok’s platform tools to drive post-holiday sales. While ‘Q5’ is a newly coined term, TikTok suggests that treating this as a distinct marketing window could help brands connect with consumers in a fresh way, ultimately maximising engagement and end-of-year sales potential.

Check out TikTok’s Guide to Q5 for more helpful tips! 

Instagram Expands Boosting To Include More Post Types

Instagram has expanded its post boosting options, allowing a broader range of high-performing posts to be promoted, including more that contain GIFs and stickers. However, some restrictions remain, particularly with copyrighted music, though Professional Account users can switch to boost-eligible music tracks. Unfortunately users in Europe with Meta’s ad-free subscription cannot currently boost posts due to a system glitch. This update, now live, aims to help users reach a wider audience with their best content.

A study finds LinkedIn video posts perform three times better than text content, especially when shared in the morning and in short formats.

LinkedIn has shared tips for optimising content in its new full-screen, vertical video feed, inspired by TikTok’s format to engage more viewers. Video engagement on LinkedIn is rising, with immersive video views up 6x quarter-on-quarter and total video views up 36% year-on-year, showing strong interest in video content. To perform well in this feed, LinkedIn recommends videos between 15 seconds and 2 minutes, adding relevant descriptions, and encouraging shares or comments to boost engagement. This approach aims to attract younger users, though LinkedIn’s content may differ from typical TikTok-style material.

Meta’s Rolling out More Variable Ad Display Options

Meta is introducing ‘Flexible Media’, a new ad option that allows its system to tailor ad visuals across various placements based on predicted user responses, aiming to enhance ad performance through automated choices. Similar to its Advantage+ campaigns and other flexible ad tools, Flexible Media enables Meta’s AI to select different images for different placement groups, optimising ads for each user. This move aligns with Meta’s push toward full ad automation, where advertisers increasingly rely on Meta’s system for audience targeting and creative delivery. While it may feel like relinquishing control, experimenting with these options could lead to improved engagement and performance.

Christmas ad spend to hit record levels in crucial Golden Quarter battle

Festive ad spending in the UK is projected to hit a record £10.5 billion this year according to new data released by the Advertising Association and WARC, marking a 7.8% increase from last year. This surge highlights the importance of Christmas advertising in maximising profits during the Golden Quarter. Positive consumer sentiment towards holiday ads is at an all-time high, with 59% of the public saying they “love” festive TV ads. Online media, particularly social media, is expected to lead the investment growth at 15.8%, while traditional media like radio, video-on-demand, out-of-home, and cinema also see increases. Brands are capitalising on this opportunity with high-profile Christmas campaigns, knowing that a strong holiday ad can boost loyalty and sales. The £760 million rise in ad spend this year would be the largest increase on record, solidifying the UK’s market as a top performer in holiday advertising.

Paramount+ to launch UK ad tier

Paramount+ is launching its ad-supported, cheaper tier in the UK on November 20, alongside its premium offering. Sky Media will manage ad sales, with both Paramount’s international team and Sky Media overseeing this. This launch is part of Paramount’s strategy to expand its multi-tier model across Europe, following successful launches in other regions like Canada and Australia. The service will feature popular shows such as Landman, Special Ops: Lioness, and Yellowstone. Paramount+ aims to provide flexible pricing options to attract subscribers, especially as demand for ad-supported plans grows in Europe. The new ad tier also presents significant opportunities for advertisers to reach audiences through Paramount’s global content and digital platforms.

Updates to Google AI Overviews for shopping queries may impact eCommerce traffic as AIO expands

Google’s updates to its AI Overviews (AIO) for shopping-related queries are affecting eCommerce traffic by increasing the presence of larger shopping panels and ads, which push organic search results lower on the page. Ads are now featured within AIO, with significant growth in product carousels (up 300%) and a trend toward more precise search results. As a result, the volatility in shopping-related queries has stabilised, leading to more predictable rankings. AIOs are also prioritising research-phase queries, educational content, and expert guidance over transactional content. This shift suggests that advertisers will have more opportunities to reach consumers during early-stage research, while organic results may face further displacement. The holiday shopping season, starting with Black Friday, is expected to see AI playing a larger role in search results.

Pinterest Holiday Ads Take Aim At Predictable Gifts

Pinterest has launched a holiday campaign featuring social media stars humorously poking fun at typical gift-giving stereotypes, such as “no more moustache pomade” and “why so many hand towels?”. The campaign promotes Pinterest’s new tools for personalising wish lists and highlights over 1,000 curated gift guides from influencers like Alicia Keys, Paris Hilton, and RuPaul. It also features brands like Selena Gomez’s Rare Beauty and Rihanna’s Savage X Fenty. The ads, running on Pinterest and other platforms, aim to strengthen Pinterest’s position as a shopping destination. The company recently reported an 18% revenue increase and a record 537 million active users. Pinterest’s growth is attributed to investments in AI and better-advertising tools, making it an attractive platform for advertisers.

The Beatles’ AI-assisted track ‘Now and Then’ is nominated for two Grammy awards

The Beatles have been nominated for two Grammy awards for their song ‘Now and Then’, which was released last year after being refined using AI. The song, based on a 1978 demo by John Lennon, is up for Record of the Year and Best Rock Performance, competing against artists like Sabrina Carpenter, Chappell Roan, and Beyoncé. Paul McCartney used AI to clean up the demo’s sound, drawing inspiration from the AI technology used in Peter Jackson’s ‘The Beatles: Get Back’ documentary. Despite the Beatles being broken up for 50 years, AI has allowed McCartney to create what he calls “the last Beatles record”. The song has fewer Spotify streams than other nominees, raising questions about whether the Beatles can win based on novelty alone.

Can Meta Really Avoid Political Content?

Meta’s attempt to distance itself from political content has not prevented its platforms from being used to spread political misinformation. Facebook is hosting ads violating its rules, featuring misleading images of political figures. Despite efforts to reduce political content, including cutting deals with news publishers, Meta’s platforms still engage users with political discussions. This is especially challenging for apps like Threads, which aim to facilitate real-time engagement. Meta’s approach to managing political content may need to evolve, as its platforms remain involved in political influence and misinformation.