Bonded Bitesize – Your Midweek Roundup

TikTok’s Testing a New Collaboration Feature for Posts

TikTok is developing a new option that will enable users to tag collaborators on a post, which will then link their profiles to your post details. This update is very similar to collaborative posts on Instagram, though on IG, you can add six collaborators as opposed to five on TikTok, and there is no limit on how many collabs per month, whereas TikTok only allows four. This could prove to be a valuable addition to the app, providing another way to engage with specific audiences, and increase your reach on the platform.

Reddit Eyes Potential In Search Ads Following Google Traffic Gains

Reddit is considering monetising its search results pages, recognising a significant opportunity for revenue growth. With over 1 billion monthly searches, advertising against user searches could enhance monetisation efforts while improving the core search experience. Reddit’s move into search ads aligns with advertisers’ desire for diverse platforms and presents an opportunity to target users with high intent. CEO Steve Huffman emphasises the potential effectiveness of search ads, highlighting the explicit user intent during searches. Prioritising search functionality upgrades, Reddit aims to optimise the user experience before exploring monetisation options.

Instagram Expands Creator Marketplace To 10 New Regions

Meta is expanding Instagram’s Creator Marketplace tool to 10 new countries, including South Korea, Germany, and Mexico. Launched in 2022, the Marketplace connects brands with Instagram influencers for in-app partnership opportunities. Brands can search for creators based on various criteria and communicate via the Partnership Messages folder. The expansion gives advertisers access to a wider pool of creators globally. Creators need to be at least 18 years old with a significant following to join. Meta also unveiled AI-powered tools, including a “Recommended Creators” feature, during its NewFronts presentation to enhance brand-creator connections.

Google Warns Against “Sneaky Redirects” When Updating Content

Google warns against using misleading redirects when dealing with outdated website content, as discussed on the ‘Search Off The Record’ podcast. Specific caution is advised regarding the incorrect use of rel=canonical tags, which could be perceived as ‘sneaky’ by search engines. John Mueller and Lizzi Sassman from Google’s Search Relations team suggest either redirecting to the updated content or keeping both versions if deemed valuable, rather than using rel=canonical tags incorrectly. Following Google’s recommendations ensures compliance with guidelines and maintains site visibility.

Snap Launches Program to Measure Carbon Emissions of Digital Ads

Snapchat is rolling out a new initiative to tackle its environmental impact, teaming up with sustainability platform Scope3. Through this program, advertisers can gain insights into various impact measurements for their campaigns, including server load and mobile device usage. Snapchat claims that advertising on its platform produces 3.36m metric tons of carbon emissions annually across key markets, with Snap ads showing better efficiency compared to others in the category. Specifically, formats like Lenses and Skippable Video are highlighted as low-carbon options. While this data may not drastically change advertiser strategies, it offers valuable insight for more environmentally conscious marketing approaches.

Google Limits Functionality Of Suspended Ads Accounts

Google is rolling out restrictions for suspended Google Ads accounts, limiting the actions advertisers can take while their accounts are suspended. This could frustrate some advertisers wanting full access during suspension periods. The functionality of suspended accounts will be narrowed to a few key areas like billing, appeals/verification, security settings and account navigation. Other actions like editing campaigns, creating new assets or making changes to suspend entities will be disabled. This change gives Google more control over suspended accounts, while still allowing advertisers limited access to make payments, download reports and dispute suspensions.

Instagram’s Working on a New ‘Peek’ Feature to Encourage Interaction

Instagram is developing a new option, similar to the app BeReal, called ‘Peek’, which would enable users to share a quick, unfiltered snap of themselves or their life with friends. Despite BeReal’s decline in popularity, Instagram hopes to use the trend within its larger platform, catering to the growing preference for private sharing over public posting. A key differentiator is the fact that unlike BeReal, Peek would not have any set time or posting requirements. As with the popularity of Notes, it could provide another way for IG users to maintain connection in new ways.

Search Ad Costs Rise, Conversion Rates Decline Again In 2024

Paid search advertising conversion rates have declined across nearly all industries year over year, while lead generation costs have risen. LocallQ’s 2024 search advertising benchmarks report shows a continuation of 2023’s trends. Conversion rates dropped to 6.96% from 7.01% in 2023, with notable decreases in Finance & Insurance and Dentists & Dental Services. Cost per lead increased by 25% to $66.69, and click-through rates improved slightly to 6.42%. The average cost per click rose by 10% to $4.66. Advertisers are paying more for leads and clicks, raising questions about Google’s role in these increasing costs despite their record profits. 

OpenAI Debuts GPT-4o ‘Omni’ Model Now Powering ChatGPT

OpenAI has introduced GPT-4o, a new AI model capable of handling text, speech, and video. The new model enhances GPT-4’s intelligence across multiple modalities and will be integrated into OpenAI’s products. GPT-4o significantly upgrades ChatGPT, enabling natural interactions with real-time responsiveness and emotive voice replies. It also improves image interpretation, offering detailed answers about photos and screenshots. The model supports around 50 languages and is more cost-effective and faster than GPT-4 Turbo. Initially, its audio features will be limited to trusted partners to prevent misuse. GPT-4o is available for free in ChatGPT and in premium plans, with higher message limits, and includes enhanced features in a new web interface and desktop apps for macOS and Windows.

TikTok To Label AI Content Using External Metadata

TikTok is teaming up with the Coalition for Content Provenance and Authenticity (C2PA) to automatically label AI-generated content reposted from other platforms. This partnership introduces ‘Content Credentials’ technology, attaching metadata to recognise and label AI-generated media, enhancing media literacy. TikTok’s collaboration with MediaWise and video-literacy group WITNESS aims to raise awareness and educate users on media literacy skills. The platform’s integration of C2PA’s technology signifies a step towards a unified solution, despite some remaining blind spots.