S.M.I.L.E. in July 2021
Welcome to the newest edition of Social Media Innovation List Email! Here are some resources to keep you up-to-date on the latest in Social:
US Brands see China as a roadmap for social commerce strategies, considering an estimated 50% of consumers there will have used a social network to purchase goods or services by the end of 2024, according to eMarketer. This report talks about the factors, such as live streaming, that are likely to drive social e-commerce strategies in the future.
In this report, App Annie compares mobile app usage in 2Q 2021 to Q4 2019 (pre-pandemic) and finds average monthly time spent on photo and video apps increased 375% over that time period. YouTube and TikTok are among the highest engagement rates worldwide for social and video streaming apps. The average US user now spends 24.5 hours a month on TikTok.
eMarketer recently published a first-ever TikTok user forecast for Mexico, given the app’s download base there ballooned to 150 Million active monthly users last year. Excitement for the platform stems from influencers, as more and more content is being developed and shared in the country.
The additional time delay will allow for a six-month period where planned changes to third-party cookies will be reviewed by the UK Competition and Markets Authority. When the cookie phase-out does eventually commence, the process will be slowly phased in over a three-month period.
New Feature Announcements:
These new Image Ads are featured on the right rail or in the mainline/top of search results pages. While the set-up is similar to Responsive Search Ads (RSA’s), they let you upload site links, copy and images, and serves combinations to users based on what is the best fit for the searcher and query.
When activated, the new feature lets you highlight either the primary caption, headline or description text for each user, based on which content format that user best responds to. The Roll-out of the feature is ongoing.
The full-screen video format appears between Reels, can be up to 30 seconds in length, and allow users to comment, like, view, save and share the ads.
When a user completes a search where results are rapidly evolving, they will now see a warning notifying them of this fact. The goal of the feature is to highlight reliable search results, especially around breaking news or emerging topics, where the first published article isn’t always the most complete.
Jumps are mini-programs built by third-party providers that creators can link to inside their videos, such as recipes, quizzes, tutorials, and more.
With a rise in job and career-related content on the platform, TikTok introduced a pilot program where they’ve partnered with select companies to allow candidates to apply for positions by sharing a video resume inside the app. Candidates are encouraged to creatively and authentically showcase their skillsets and experiences when responding to opportunities.
Users can pay creators and celebrities to send personalized messages in exchange for TikTok coins (which can be purchased using real money in the app.) The new feature is currently only available for certain accounts, in certain regions, but signals toward a new method of allowing creators to monetize the platform.
Platform Insights Spotlight: Below are a slew of new reports and insights released by our partners recently.