Monday Morning Learning – 3 August 2020

Published on 05 Aug '20

Tiktok: Microsoft to Continue Talks to Buy App’s US Arm

US tech giant Microsoft has confirmed that it is continuing talks to purchase the US operations of Chinese-owned video-sharing app TikTok.

Microsoft stressed that it “fully appreciates the importance” of addressing President Trump’s concerns.

Microsoft will also have to provide the US government with a list of the “proper economic benefits” to the country, it said in a blog post.

The tech giant hopes to conclude discussions with TikTok’s parent firm ByteDance by 15 September.

Wall Street Journal: Instagram lures TikTok Creators to Drum Up Buzz for Reels Launch

Instagram is offering TikTok creators up to hundreds of thousands of dollars to join its rival service, Instagram Reels, which is set to launch next month in the U.S. following tests in several other countries, The Wall Street Journal reported, citing people familiar with the discussions.

The Journal’s report indicates that Instagram is also willing to cover the costs of producing videos for Reels. Such incentive packages follow TikTok’s announcement last week that it was establishing a $200 million fund to supplement the income of up-and-coming creators on its platform.

Facebook Unveils its New Music Video Approach, Which Could Provide a Boost for Facebook Watch

The new process will essentially enable publishers to maintain control over the video clips of their artists when posted to Facebook, including associated monetization. That will then give Facebook more capacity to arrange deals for such, which could lead to more musicians making Facebook a bigger focus for their releases.

It may not seem like a big shift, as you’ve always been able to watch music clips on Facebook. But exclusives could be important, and could provide a new boost for Watch usage.

It’ll be worth noting the view counts on these exclusives, and also, whether the same clips appear on YouTube after release.

Twitter Surveys Users on Possible Options for Tweet Subscriptions

Twitter has confirmed that it is working on “subscriptions and other approaches” as potential revenue opportunities, and this week, some users have reported seeing a new Twitter survey which asks them about a range of potential options that they might be willing to pay for, another step towards the next stage for the project.

LinkedIn Updates Job Applicant Matching Systems to Improve Recruitment Outcomes

“To address [recruitment efficiency], we built the Qualified Applicant (QA) AI model, which learns the kinds of applicant skills and experience that a hirer is looking for based on the hirer’s engagement with past candidates. We use the model to help our members find jobs for which they have the best chance to hear back from, and to reduce the likelihood of our hirers overlooking promising applicants by highlighting those who are a great fit.”

Apple iOS 14: Is Facebook’s And Google’s Worst Nightmare Coming True?

Apple has announced that in order to track you for advertising, apps such as Facebook and Google must ask explicitly for your permission to opt-in.

5 Key Tools to Improve the SEO Potential of Your Content

̌Four essential things you need to cover for perfect SEO writing are:

  • Pick the topics that attract a lot of clicks
  • Discover the keywords needed for the search engine to rank you
  • Write a piece of content that adheres to search engines’ best practices
  • Attract organic links by engaging with your audience, and refining your publishing process

Some of the best tools to do so: Google Trends, Google Keyword Planner, WebSite Auditor’s Content Editor, Yoast’s Real-Time Content Analysis, Buffer.

How SEA Brands Can Tell Powerful Stories With The Right Media Mix

  • TV has always enjoyed a high reach rate. In 2015, RR was at 78%, and in 2018 the number increased to 83%
  • YouTube in 2015 had a 25% RR, and in 2018, it almost doubled to 47%.

Brand Impact Across Channels

  • TV will naturally provide higher brand awareness (30% vs 8%), positive association (31% vs 10%) and purchase intent (31% vs 11%) as compared to YouTube
  • At a glance, it may look like TV outperforms YouTube in all aspects (the channels account for 30% and 10% of a video campaign’s overall impact, respectively).
  • But because online video engages more leaned-in, attentive audiences, YouTube packs a bigger punch when it comes to impact per ad exposure.

Using Integrated and Customised Messaging

Kantar sorted the campaigns in their study into three different groups, depending on how brands approached their multi-channel creative:

  • Non-integrated: Creative with different messages served on TV and digital
  • Integrated but same: Identical creative served on TV and digital
  • Integrated and customized: Creative with the same message served on TV and digital after being customized for each channel

Hence, establishing a cohesive narrative was the key to success. Integrated and customized campaigns saw 67% more ROI than non-integrated campaigns.