The festive season is fast approaching, which means it’s a busy time for all things digital. From show-stopping Christmas campaigns to social media updates and even news for 2021, there was a lot to digest last month.
Find out who’s won our coveted Campaign of the Month, how brands are pushing forward with innovative updates and ideas, and all the other top stories. We’ve shared our favourite digital news and updates, so keep reading for all the latest from social, Google, and brands.
The Latest Social News
YouTube gets even more ad-heavy with ads on non-monetised content
YouTube is already thought of by many as an ad-heavy platform, but it is taking things one step further with the announcement that adverts will soon be added to non-monetised content, too.
The updated terms of service include a new provision that, for the first time, will enable YouTube to insert ads into content that’s not part of the YouTube Partner Program. In other words, even if users deliberately disable ads on their content, users will likely have to sit through them anyway – and creators won’t benefit from the revenue unless they sign up to YPP.
As explained by YouTube:
“Starting today, we’ll begin slowly rolling out ads on a limited number of videos from channels not in YPP. This means as a creator that’s not in YPP, you may see ads on some of your videos. Since you’re not currently in YPP, you won’t receive a share of the revenue from these ads, though you’ll still have the opportunity to apply for YPP as you normally would once you meet the eligibility requirements.”
Currently, to be eligible to join YPP a creator must:
- Have more than 1,000 subscribers.
- Live in a country or region where YPP is available.
- Have more than 4,000 valid public watch hours in the last 12 months.
- Have a linked AdSense account.
Though it is difficult to predict how many non-monetised videos this new change will affect, it is likely to mean an increase in available ad revenue space. It is also likely to mean that creators who have deliberately shunned ad revenue may reluctantly embrace it after all.
Instagram tests new FAQ option for business accounts
It’s just been revealed that Instagram is testing a new FAQ option to enable businesses to provide quick, tappable Q&A options within their direct feed. Essentially, when their customers browse their pages they can tap for instant, pre-written answers.
At the moment it looks like businesses will have the option to add up to four questions. The feature is similar to the existing option in Messenger to add automated response options for common questions.
FAQs seem to be in the early stages of testing and no date has yet been given for the launch of the feature, but when it arrives it could prove a useful automated tool for businesses large and small.
Snapchat joins the TikTok pile-on with new feature and Voisey acquisition
Prompted by the success of TikTok, a number of social platforms have recently adopted some decidedly TikTok-esque features. One obvious example is Instagram Reels: there is already a conversation about whether the feature might even replace TikTok in the future.
Now, Snapchat has jumped into the mix with the launch of the new “Spotlight” short video feed. Essentially replicating TikTok within Snapchat, the Spotlight feed will feature short videos from both private and public accounts. Users will be able to submit their videos for a chance of featuring on the curated feed, which will be accessed via a new fifth button in the app (the play button) on the bottom right. Even the Spotlight algorithm will be similar to TikTok’s, with individual clips being ranked by engagement.
Snapchat has also created its own version of the TikTok Creator Fund, with a million dollars available in funding each day.
Also reported this month, Snapchat is acquiring rising music creation app Voisey, which has been described as “TikTok for music creation”. The app lets users create their own tracks using a range of pre-recorded backing tracks and vocal effects, or upload their own. Snapchat hasn’t yet announced its plans for Voisey, but it’s likely elements of the app will be incorporated into Snapchat alongside its other TikTok-like additions.
However, will all of this help Snapchat rival TikTok? This remains to be seen, but we’re excited to see how Snapchat evolves with these new changes.
The Latest Google News
Google to launch Page Experience Update in May 2021
Google has just confirmed its Page Experience update will launch in May 2021, giving developers six months to prepare.
As well as taking expected user experience into consideration for ranking search results, the update will test showing a “visual indicator that highlights pages in search results that have great page experience”.
The factors Google takes into account when evaluating user experience include:
- How quickly a page loads.
- If the page is mobile-friendly.
- Whether it runs on HTTPS.
- If the page has intrusive interstitials.
- Whether content jumps around as the page loads.
So, how can you prepare for the Page Experience update and how much of an impact will it have? The Core Web Vitals Report is a great place to start evaluating your site’s performance. Some SEOs expect the impact of the update to be relatively minor, but there is certainly no harm in being prepared.
Hijacked Google My Business listings are on the rise
Hijacked Google My Business listings is a growing problem, and Google has announced it is aware.
SterlingSky’s Joy Hawkins has reported on the hacking trend, as well as outlining some of the methods used by the scammers. One frequent issue is that of GMB phishing, where unscrupulous local marketers use the “claim this business” link to generate an email request for control over the listing.
In response to the rise in GMB hijackings, a Google spokesperson has said:
“We’re aware of this incident and are monitoring it closely and are continually working to keep the information on Maps safe and accurate.”
Google’s advice for businesses is to remain vigilant.
“If a merchant ever receives a request to manage or to transfer ownership from an unknown person, they should decline the request. The rights to own or manage a Business Profile can only be granted if the verified merchant accepts the request or the requester proves their affiliation with the business.”
Though awareness of hijacking is increasing, it would be a positive step to see Google implement additional safeguards against the issue.
The Latest Brand News
New sustainability focus for PG Tips
PG Tips’ has launched a new campaign to shout about their new biodegradable teabags, encouraging viewers to “make the switch” to a more sustainable and plastic-free cup of tea.
The campaign’s aim isn’t simply to get more people drinking PG Tips, according to Unilever UK and Ireland tea director Fiachra Moloney. PG Tips also wants to inspire rivals to adopt a more environmentally-friendly stance and make biodegradable teabags a more common sight. Moloney said:
“Earlier this year, we completed the transition to biodegradable tea bags and now have the opportunity to shout about it in the hope that it will encourage other brands to do the same.”
Plastics haven’t completely disappeared from the PG Tips production line yet, but this could be on the horizon. Moloney also revealed “we are continuing to work hard to remove our plastic wraps and make our packs fully plant-based”.
More pets at home means profits
A surge in the number of people adopting and buying pets during lockdown has led to boosted sales and profits for Pets at Home, Britain’s largest pet supplies retailer.
Pets at Home have revealed a 5.1 per cent increase in sales to £574.4m between mid-March and 8 October, while statutory pre-tax profits increased by 14.6 per cent to £38.9m in this period. Membership to the Pets at Home “Puppies & Kittens Club” also rose 25 per cent over the six months.
Chief Executive Peter Pritchard has dubbed the increase in pet ownership as a “baby boom”, with the increased number of people working from home meaning owning a pet is a possibility for more people than ever before.
Campaign of the Month
Amazon: ‘The Show Must Go On’
https://www.youtube.com/watch?v=gQdLD6kk960&feature=emb_title&ab_channel=amazon
It may come as a surprise that the John Lewis Christmas advert hasn’t claimed the top spot this month, but the competition was fierce.
Amazon’s new campaign “The Show Must Go On”, featuring 17-year-old French ballet dancer Taïs Vinolo, gives a heartwarming glimpse into the life of a ballerina in lockdown. When her much-anticipated show is cancelled, the dancer’s little sister secretly invites neighbours to watch an impromptu performance outside their flat.
Though not explicitly Christmassy, the campaign has the feel-good factor you’d expect. It also manages to capture the mood of the moment without being too heavy-handed.
Speaking about the campaign, Vinolo said:
“When I was growing up in the French countryside, there were no young black girls studying ballet with hair like mine, or even on TV, meaning I had no one to identify myself with… Being on this shoot helped so much with this, enabling me to own who I really am, who I want to be, and what I represent. I am so proud to have been part of this project since the message of it means a lot to me and even more so in this very difficult time that the world is going through.”
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