🚀 Google’s Search Topic Follow Button, Meta’s New AI Features & TikTok’s News Surge
Welcome to Prosek’s Digital Download: where industry-leading insights in financial services and digital marketing collide.
Our Digital Download newsletter is moving to LinkedIn! Subscribe here to stay ahead of the digital marketing curve in 2024.
As we move closer to 2024, big tech brands such as Google and Meta continue to dominate headlines. Will Google’s new “Follow” option affect advertising? Will Meta’s expansion into AI-powered marketing tools provide an opportunity for brands on the platform?
Keep reading to learn more about these recent developments and how they may impact your marketing plan.
3 Can’t-Miss Digital Updates
Social Media and Advertising
Google Adds New Option to “Follow” Search Topics for Regular Updates
What’s happening: Google has introduced a new feature that allows users to "follow" a search topic and receive regular updates on the latest related information. When users tap the "Follow" button in search results, they will automatically see articles and videos about the topic on Google's Discover homepage. Notifications can also be enabled to receive critical updates on the topic.
Why it matters: While this feature could be useful for some users, it may change how brands approach paid search targeting, pushing advertising into aiming for more broad “followed terms” rather than exact terms. It also has the power to compete with regular website offerings that provide updates through email or newsletters. It’s far too early to determine its exact implications, but it’s worth monitoring user reception and whether you can capitalize on the offering from a brand perspective.
Meta Rolls Out Lead Generation Ad Tools, AI Features Across Family of Apps
What’s happening: Meta, the tech giant behind Facebook and Instagram, is advancing digital marketing with its latest developments in lead generation ad tools, AI-powered features and CRM partnerships. These updates aim to improve campaign performance, strengthen advertiser engagements and drive sales through enhanced customer connections.
Why it matters: Meta’s ad automation products now incorporate AI across targeting, creative, placements and budget. Advertisers can apply AI to optimize their campaigns and ensure maximum efficiency in reaching their target audience. Meta has also partnered with HubSpot as its latest CRM partner, streamlining its integration with tools such as Zapier. These integrations will enable businesses to optimize performance, convert leads and enhance customer relationship management. Meta’s investment in AI for advertisers will continue to grow in the coming years, as the company recognizes the revenue potential of AI-driven features and their benefits.
New Report Shows More People Are Now Getting News Content via TikTok
What’s happening: According to the Pew Research Center, approximately half of all U.S. adults now get some of their news from social media, with Facebook leading the way. Notably, TikTok has seen a significant increase in news-related consumption.
Why it matters: The rising influence of TikTok, especially among younger consumers, has sparked worries about its potential for spreading misinformation. As you optimize your marketing approach, knowing that social platforms remain a key news source for many individuals is valuable information that you can factor into your social strategy. Consider tailoring announcements and firm developments to each individual content platform to ensure you are maximizing reach and getting in front of your audience.
Good Reads
7 Types of Social Media and How Each Can Benefit Your Business
I Tried X Premium (Twitter Blue) for 3 Months - Here’s What Happened
Look Over Sphere: The Giant, Round Billboard in Las Vegas, Explained
Marketing Inspiration
A recent YouTube advertiser’s post shared an interview with Product Management Executive Marvin Renaud that highlights a new feature allowing the limit of placements around specific categories that may not be suitable for your content. This will help boost confidence in where your ads are shown.
Google Ads posted an animated GIF about its AI-Powered Performance Max capabilities. It shares how Caraway was able to use the tool to boost revenue and improve ROAS ahead of Black Friday.
Schroders shared an informative nine-slide infographic that unpacks everything users need to know about Europe’s energy crisis. Slides feature quotes from its Head of Private Markets in Europe at Head of Global Resource Equities.