🚀 Surge in Influencers as News Sources, DOJ’s Push For Google Split and Instagram’s Recommendation Reset
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With Thanksgiving this week, 2024 quickly wrapping up and 2025 plans already in motion, many of you are probably in full hustle mode to prepare for a strong year-end finish. But before you head off to your well-deserved Thanksgiving break, let us quickly catch you up on the latest digital marketing trends you need to know. In this edition of the Digital Download, we’ll outline how social media influencers are becoming a go-to news source for younger audiences, the DOJ’s push for a potential Google breakup over antitrust concerns and Instagram’s upcoming feature to reset content recommendations–and what this means for brands and marketers. Plus, we’ve got some marketing inspiration to spark your creativity.
Let's dive in.
3 Can’t-Miss Digital Updates
Social Media and Advertising
The Surge in Influencers as News Sources
What’s happening: Nearly 40% of U.S. adults under 30 turn to news influencers for information, according to a recent Pew Research Center survey. This highlights the growing impact of online platforms and influencers as primary news sources, particularly for younger audiences. Platforms like X (Twitter), Instagram and YouTube are emerging as major hubs for news consumption, driven by users’ preference for visual, engaging and bite-sized content, with X leading the way. By blending entertainment with personal insights, influencers are now playing a key role in delivering news, sometimes superseding traditional media outlets.
Why it matters: There is a growing demand for authentic, relatable voices in media, driven in part by increasing mistrust of traditional news outlets and a shift in how people prefer to consume news. As younger generations increasingly turn away from traditional media and place greater trust in influencers as news intermediaries, brands should be cognizant of this shift and assess how they deliver news to their audiences. X remains the premier news-sharing platform, but given brand safety concerns due to ongoing developments, other platforms, such as LinkedIn, may be prioritized for announcements. Ensuring content credibility will be crucial for navigating the balance between leveraging influencer platforms and maintaining trustworthy, transparent messaging. The influencer surge also highlights the value of people-first content, and brands should consider leveraging internal leaders to help amplify key news.
DOJ Calls for Breakup of Google from Chrome
What’s happening: The U.S. government submitted a request for the judge overseeing Google's antitrust trial to force the company to sell its Chrome web browser. This request follows a ruling earlier this year that found Google had violated U.S. antitrust law by maintaining a search monopoly. In the court filing, the government argued that banning Google's exclusive agreements with Apple, Samsung and other consumer electronics providers, where Google is the default search engine, was necessary. Additionally, the filing called for Google to disclose its U.S. search results to other search engines to level the playing field.
Why it matters: If enforced, this would set the stage for some of the largest antitrust penalties ever imposed on a tech giant, potentially impacting their push for AI advancements. For marketers, this shift could significantly affect the overall dynamics of the search advertising ecosystem. It could open opportunities for increased competition, expand the market and necessitate the activation of paid search on other platforms. Brands should monitor these developments closely and consider how their strategy may need to shift, should the request be upheld, though they shouldn’t expect rapid changes as the case is still ongoing.
Instagram’s Recommendation Algorithm Reset Feature Is on the Way
What’s happening: Meta announced that it will roll out a new feature that allows users to reset their content recommendations across Instagram’s Explore, Reels and Feed tabs. Once reset, the platform will begin personalizing recommendations again over time, based on the posts and accounts users interact with. Before resetting, users will also have the option to review and unfollow any accounts they no longer wish to see content from.
Why it matters: Brands should prioritize producing high-quality, organic content on Instagram to maintain interest and followership as users refresh their feeds. From a paid perspective, there’s a few considerations. The users’ activity and interest information will be kept for ad targeting — although this new, customized experience will allow users to adjust the ad topics they’re interested in. Advertisers can leverage existing targeting options to ensure they’re appearing in front of their key audiences in the short-term. In the long-term, they will likely have the benefit of more accurate, highly tailored targeting that aligns with users’ current interests following the expected refresh.
Good Reads
Mastodon Sees a Boost from the ‘X Exodus,’ Too, Founder Says
TikTok Makes Its AI Ad Creation Tool Available to All Advertisers
Marketing Inspiration
EY’s Global Vice Chair of Assurance, Marie-Laure Delarue, used a concise 60-second video to showcase how the firm leverages data and independent verification to empower leaders to make confident, future-oriented decisions. This approach exemplifies executive-first content that enhances brand credibility. It also taps into LinkedIn’s emphasis on video content and the ongoing shift towards short, vertical, TikTok-style formatting,
Blackstone recently announced its agreement to acquire a majority stake in Jersey Mike’s Subs by sharing a video of CEO Steve Schwarzman enjoying a Jersey Mike’s sub while discussing the acquisition. This approach blended a major business update with an engaging and personal touch, making the announcement both informative and memorable while showcasing the CEO’s personality.
Mastercard published a high-quality video spotlighting its Girls4Tech program, which brings STEM education to girls globally. The post spotlights Smita Jain, who was a part of the program and now drives the initiative, authentically highlights the brand’s commitment to fostering an inclusive growth culture through the lens of #NationalSTEMDay.
