Back in January 2019, Facebook announced its plans for a new Content Oversight Board, a collection of independent, external experts who would come together to review appeals of content decisions made by Facebook's moderators. After a year and a half of development, Facebook announced that its independent Content Oversight Board will begin hearing its first cases. The Oversight Board will address four key areas in content and policy assessment: User appeals, Facebook referred cases, expedited review, and policy advisory opinion. The board is viewed as a key element in improving Facebook's enforcement decisions and making Facebook a better, safer place.
Product tags and discount features will now be available within ads and make it easier for businesses to run quick promotions in their Facebook shops in an effort to encourage shopping behavior that aligns with usage trends.
Facebook is FINALLY removing its restrictions on ads which include more than 20% text in the main image that has plagued agencies for the last few years. Facebook is contacting advertisers directly to inform them of the update and saying "...we will no longer penalize ads with higher amounts of image text in auctions and delivery." Another notable change within Facebook ads is the removal of its 28-day attribution model for conversion campaigns and only offer 7-day attribution models now.
It’s safe to say that all of us are fans of Netflix and may have watched The Social Dilemma highlighted various ways in which social media platforms have become increasingly divisive and dangerous as their usage has increased over time. Facebook felt a need to respond directly to the documentary with this PDF titled “What the Social Dilemma gets wrong” (Well worth reading if you watched the Netflix doc)
As some of you may have already noticed Instagram has added new audio features for Reels, Including the option to save sounds for your clips with FB clearly making a move on TikTok usage.
The pandemic played a huge role in Snapchat's growth during Q3 which averaged 11 million additional daily-active users (averaging 249MM per day) and their Q3 earnings report touted the additional growth. To continue building on their growth and usage, Snapchat added a “Sounds” feature which enables users to add song clips into their Snaps, which creates an alternative for TikTok users.
Snapchat is also rolling out a new ad option called 'First Commercial' which would enable advertisers to ensure that their ad is the first shown when each user tunes into any of Snap's original Discover shows on any given day. Their “First Commercial” ad product became available in October and ensures that an ad is the first shown when each user tunes into any of Snap's original Discover shows on any given day. With its move into general availability, advertisers can now run extended play commercials up to 3 minutes in length. It's a higher-end ad option, so not all businesses will be able, or will need to use it, but provides another way for marketers to connect with engaged video viewers.
The TikTok saga on its Oracle/Walmart takeover continues to have twists and turns with the discussions still happening with the administration, TikTok has continued to combat the US Government's Executive Order, which could still see the app banned entirely in the US if a deal isn't reached by November 12th. TikTok's counter to the White House EO is that, essentially, it's based on incorrect information and assumptions, and that none of the actual claims listed are true.
TikTok has also recently introduced a brand safety solution through a new partnership with the brand safety platform OpenSlate. According to TikTok, this will provide a high level of safety to verify and filter a variety of content and categories that appear next to branded ads and content. This partnership is meant to empower empowers brands, giving them the ability to track where their ads are running through pre-campaign solutions as well as with post-campaign analytics.