If you thought 2024 was the year to keep things steady, the digital marketing universe had other plans! From platform shakeups to algorithm rollercoasters, it’s been a whirlwind year that is only set to get crazier with more people moving around on the platforms than ever.
If anything is a sure bet in the world of social media, it’s that nothing is certain. With that in mind, the Brandlective Disruptor is here to spill the tea on all the changes you need to know about in the world of social media, digital marketing, creative campaigns, and industry updates.
Here at Brandlective, we are excited to support our clients with these latest announcements from our favourite marketing channels.
Are you keeping up with the trends?
TikTok ban in the US leads to mass download of Chinese social media app, RedNote
TikTok updates are changing by the minute so as of today (15th January) there is still one week left until a final decision is made. Businesses, creators and users are all wondering the same thing: where will my followers go if the ban goes ahead?
TikTok says it has 170 million users in the US who, on average, spent 51 minutes per day on the app in 2024.
With numbers like these, it will be a massive setback for any creator to capture follower details and inform them where they can find you on other apps.
One place many TikTok users are heading is an app called RedNote – another Chinese-owned social media platform similar to TikTok. But why are they going there and not back to Instagram or one of the many other tried (and failed) social media platforms?
From our initial look, it seems RedNote has several key features that cater to exactly what users want from their social media experience:
- Generous revenue-sharing models for content and live streams
- A focus on native brand collaborations instead of disruptive promotions
- The app has positioned itself as a privacy-conscious app, but how this works is still unknown
We will be watching with bated breath as the decision is made. Besides, a ban is not the end of the world. Using the app via other methods is still possible, but from our marketing experience, we know users will simply go elsewhere when anything becomes too complicated.
Brands heavily invested in TikTok campaigns must diversify their efforts across other platforms to avoid losing their audience. This includes leveraging Instagram, YouTube, Snapchat, and even exploring emerging platforms. If you want to read more about the TikTok ban and its meaning for creators, read our blog here.
Meta abandons third-party fact-checking
Meta, the parent company of Facebook and Instagram, has announced the termination of its third-party fact-checking program, opting instead for a community-driven system akin to Elon Musk’s “Community Notes” on X (formerly Twitter).
CEO Mark Zuckerberg stated, “We’re going to get back to our roots and focus on reducing mistakes, simplifying our policies, and restoring free expression on our platforms.”
This policy shift is expected to have significant implications:
- Users: With the removal of professional fact-checkers, users may encounter an increase in unverified information, necessitating greater vigilance in discerning credible content.
- Content Creators: The change could lead to a more open environment for sharing diverse viewpoints, but it also raises concerns about the potential spread of misinformation.
- Public Discourse: The move has sparked debate over the balance between free expression and the responsibility to curb false information, especially on platforms with vast global reach.
Critics argue that this decision may exacerbate the spread of misinformation and hate speech, while supporters believe it enhances free speech by reducing perceived censorship.
This is a developing news story, so we will give you more updates as they happen.
What are Community Notes on Instagram and Facebook?
Community ‘notes’ will appear on content with the intention of providing users with more context on posts. The important part here is that Meta’s post notes will be displayed based on contributor consensus and will require agreement from note contributors of opposing political perspectives to meet the threshold for display.
Meta has over 3 billion users across its apps, which, by comparison to X and their community of contributors, would suggest that it may need a network of around 2.5 million Community Notes contributors to make this latest fact-checking strategy an effective, scalable option.
That will take time to build and get good contributors up to speed. Meta will also have to filter out bad actors who’ll look to infiltrate the Community Notes contributor network to downrank notes that don’t align with their own objectives.
Considering how divided opinions are, it is hard to say how, or even if, this will work. Only time will tell.
LinkedIn Brings Out New Features
You might already be using some of these features, but here is a roundup of a few to keep you busy:
- Premium Business subscribers will now have access to dynamic cover images. You can now select up to five photos to create a rotating slideshow on your Profile. This is designed to help professionals make a stronger first impression, whether you’re a freelancer showcasing your services, a real estate agent highlighting current listings, or a designer spotlighting recent projects. This feature is rolling out to Premium Business subscribers globally over the next few weeks.
- Larger video displays in your news feed. This updated design puts video content front and center, making watching and engaging with video easier.
- The introduction of videos in reel format LinkedIn Reels. These are especially appealing to younger users, and as more of this audience moves into professional careers, it makes sense that LinkedIn will also see growth in interest in the same.
Google’s Performance Max Campaigns
Starting January 30, 2025, Google Ads will require branding assets—Business Name, Logo, and Landscape Logo—to be linked at the campaign level for Performance Max campaigns, rather than the asset group level. This change aims to streamline branding consistency and simplify campaign management.
Alongside this, Google has enhanced audience insights, asset group functionality, and reporting metrics, empowering advertisers to make data-driven decisions while leveraging Google’s machine learning for optimal ad performance.
Who will this affect?
Businesses with Active PMax Campaigns: They must ensure compliance by linking branding assets at the campaign level to maintain ad functionality.
New Advertisers: They’ll need to understand and implement the updated structure when launching Performance Max campaigns.
Marketing Agencies: Agencies managing campaigns must adapt workflows and leverage new reporting tools to optimize client campaigns.
Small Businesses: SMBs might face challenges meeting the creative requirements but can benefit from simplified campaign structures and automation.
Last, but not least… Brandlective turns 13!
Not a social media update, but still newsworthy!
Happy birthday to us! 🥳
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