The Latest Social Media News You Can Use In April
Welcome back to my blog where I cover a variety of influencer marketing and social media news for advertisers and marketers. This week, we’ll be covering the latest in advertising capabilities for LinkedIn; many of Taylor Swift’s most popular songs are back on TikTok, and research from TikTok shows the benefits of creating multilingual ads.
Are you looking for more of the latest and greatest in social media? Then, be sure to check out more of my writing, which covers my favorite social media tools, like GoCharlie.ai. You can also get the keys to gaining success with influencer marketing and more deep dives on other social media or influencer marketing topics.
LinkedIn Announces New Content Formats During Marketing Summit
LinkedIn unveiled ad formats at its B2Believe conference in New York City on Thursday, becoming the latest corporation to join the connected TV (CTV) advertising trend. Some of the highlights that Marketing Brew covered from the event include:
CTV ads: Advertisers can launch and distribute CTV campaigns with platforms such as Samsung Ads and Roku.
Live Event Ads: Advertisers can promote their company's live event before, during, and after it happens (and dynamically modify the timing). The company stated that it is actively testing live event ads.
LinkedIn Premiere: LinkedIn has partnered with NBCUniversal to promote CTV campaigns on NBCU content. Using their managed offering, advertisers can target based on interests, company type, and seniority. They can also use the new Brand Lift feature, iSpot, and Kantar to track campaign progress.
As always, reach out with any questions or if our clients want to learn more about anything social or influence-related.
Some of Taylor Swift’s Tracks Return to TikTok
In January, UMG said that it would be pulling its tracks from TikTok after the two parties could not agree on a new license deal. Universal Music Group is a leading music producer featuring notable performers, including Adele, Drake, Billie Eilish, and Taylor Swift.
With Taylor Swift's new album due next week, some of her songs have returned to the platform, though the deal's specifics are not clear at this moment. Variety also speculates that Swift may have an arrangement with TikTok for her new album, which explains why her songs are back on the social media app. However, the majority of UMG's tracks remain off-limits. UMG claims TikTok used its power as a “hit-maker” to leverage a licensing offer of "far less" than other social apps.
As a result, UMG is moving on from TikTok and focusing on other opportunities. The stand-off between the two is expected to last for some time. However, some UMG artists may still release their tunes on the app under short-term licensing partnerships like this.
TikTok Shares Research on the Benefits of Creating Multilingual Ads
If you're missing out on opportunities if you don't create and display ads in several languages! The latest TikTok Research Report examines how bilingual commercials affect TikTok users and suggests a method for marketers to increase brand affinity across language boundaries.
According to the survey, bilingual audiences are the future of marketing on and off TikTok, considering their significance in driving US population growth. To connect with this rising audience, brands can use the Spanish language in commercials throughout the year and collaborate with creators and influencers in local communities.
"Ads resonate most with bilingual speakers when they make use of both languages - an ad entirely in Spanish doesn't speak to the dual sense of identity these audiences feel. Layering English and Spanish creative elements to create balance ensures that brands can speak to bilingual users in a way that feels true to their identity as well as appeal to a broader audience"
Research shows that engaging multicultural audiences in their original language helps foster long-term consumer relationships, community, and brand engagement. This approach recognizes that multilingual audiences are fully integrated into both cultures. Check out the full report here.
