🚀 Instagram Prioritizes Emerging Creators, Google Hits the Brakes on Cookie Depreciation and LinkedIn Gets Playful
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Spring has arrived, and social media platforms and search engines are engaging in their own versions of 'spring cleaning,' with platform updates underway on Instagram and LinkedIn. Google, however, is postponing its cleanup efforts.Â
In the latest edition of the Digital Download, we unpack Instagram’s latest algorithm update (a threat to meme accounts everywhere), examine Google's third delay in retiring third-party cookies and dive into LinkedIn's in-stream gaming debut.
3 Can’t-Miss Digital Updates
Social Media and Advertising
Instagram Updates Feed Algorithm to Prioritize Original and Emerging Creators
What’s happening: Instagram announced a major algorithm update that aims to boost the traction of original content. Historically, content from creators with large followings, including aggregators of reposted content, gained more reach. This algorithmic correction applies a new ranking that will give smaller creators more distribution, replaces reposts with original content and adds labels to reposted content, linking these reposts to the original creator.
Why it matters: This change could significantly impact user experience, potentially leveling the playing field for smaller creators and empowering them as brand partners. This in-favor-of-creators move comes at an interesting time when many creators see another app, TikTok, hanging in the balance.Â
Google Delays Cookie Depreciation for the Third Time
What’s happening: Google has postponed the depreciation of third-party cookies for the third time since initially announcing their phase-out in 2020. This delay is influenced by ongoing scrutiny and privacy concerns, particularly from regulatory bodies such as the UK’s Competition and Markets Authority (CMA) and the Information Commissioner's Office (ICO). Google intends to replace third-party cookies with an alternative advertising feature within Chrome called Privacy Sandbox, which the regulator fears could unfairly advantage Google. During this extended delay, Google aims to refine the Privacy Sandbox feature and address user and regulator concerns.Â
Why it matters: Google’s decision to pause cookies was poised to have a significant effect on advertisers and publishers who rely on cookies for targeting, but the uncertain fate of cookies gives advertisers more time to prepare and explore alternatives for Google’s third-party cookies. This delay could also impact Google’s competitive market position as companies like Apple and Meta move forward with limited tracking to enhance user privacy.Â
LinkedIn Launches In-Stream Games With Competitive User Rankings
What’s happening: Move over Wordle! LinkedIn is showing off its competitive edge with newly launched in-stream games. The platform has rolled out three games, which will be refreshed daily, allowing users to compete for top scores on a scoreboard that showcases how they stack up against their connections, other companies and beyond. LinkedIn's announcement, titled "Bringing Professionals Together with Games," underscores the intention behind the launch: to foster connection among professionals and provide a welcomed reprieve from users’ busy workdays.
Why it matters: There is more to this launch than a passion for community. LinkedIn is strategically leveraging games to boost engagement and prolong users' time spent in the app. While LinkedIn is not the first social network to add gaming, this move signals a branding strategy that positions LinkedIn as a contender against more consumer-focused and less transactional apps.Â
Good Reads
Reddit Posts $575 Million Loss Tied to I.P.O but Strong Growth
EU Seeks Information From X on Content Moderation Amid First Major Probe Under New Tech Rules
Marketing InspirationÂ
Blackstone capitalized on the Milken conference by quickly posting key takeaways from a panel featuring their Global Head of Private Equity.Â
In honor of former CEO James Gorman, who announced that he would step down from the position in May 2023, Morgan Stanley filmed a conversation with James, recapping and honoring his tenure at the company.
Ellevest leveraged the buzz around Met Gala content by posting about the significance of cultivating a meaningful relationship with your financial advisor.
