North News: January 21

North News: January 21 773 1024 jelena leung

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INSTAGRAM…BUT MAKE IT SEARCHABLE

Starting in November, Instagram rolled out the ability to use keywords (as opposed to just hashtags or handles) in their search bar.

Instagram says it considers “type of content, captions, when it was posted,” as well as “machine learning” to find the most relevant content.

With this change, using relevant language in post copy will matter for ensuring content is discoverable.

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GOOGLE TO SURFACE SHORT VIDEO IN RESULTS

Google is piloting a new feature that will surface Instagram and TikTok videos in a dedicated carousel on the Google app and web search for mobile devices. They’ve been indexing video content like this already from Twitter (since partnering with the company in 2015).

This new feature is in the early stages of testing, and so far it’s very limited. But, if they do begin to scale up, it could help nudge clients to create more short-form video content on Instagram and experiment with TikTok in 2021.

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LINKEDIN ADDS SWIPE-UPS TO STORIES

After testing out Stories back in September, LinkedIn has officially launched the ability to add links as swipe-ups in LinkedIn stories. This is an effort to align with trending content behaviours that appeal to a younger demographic.

This capability benefits brands on LinkedIn who want to utilize the platform to reach younger target demos, as well as drive further sales and traffic to specific URLs. Note: the function is still in testing and not available to all users.

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iOS 14 VS FACEBOOK: THE PRICE OF PRIVACY

In the latest confrontation between the two tech giants, Apple and Facebook are at odds as the latest iOS update deals a massive blow to businesses using paid social advertising on the platform.

iOS 14 changes the game in a significant way. Now, any app that is installed on the new operating system needs to be given manual authorization to track users’ data.

This move towards transparency is heralded as a win for consumer privacy advocates; however, the update also poses significant challenges for businesses advertising on Facebook and Instagram.

Less user data = less accuracy in social ad targeting.

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TIKTOK BUSINESS

TikTok recently launched a new Small Business Resource Center to continue its expansion into ad options. The resource center includes creative tools, case studies, best practices and free webinars, to help brands better connect with TikTok’s growing audience. If brands are considering testing the new platform, these resources are a great way to get started.

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Shopify Joins the Dance

In late 2020, TikTok announced its global partnership with the ecommerce platform Shopify. The new initiative allows merchants to monitor, track and optimize marketing campaigns on the Shopify dashboard, as well as create shoppable ads targeted to specific audiences. The partnership details TikTok’s growing commerce capabilities, offering brands useful tools and new demographics for their next marketing campaign.

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HASHTAG YOUTUBE SEARCH & DISCOVER

YouTube has launched a new hashtag search option, which provides a full-page display of YouTube videos that includes your chosen tag and usage insights, all on one screen. That could serve a range of purposes, beyond content discovery.

Through this, you’ll be able to search for relevant hashtags related to your own content, along with their respective popularity. You’ll also be able to tap into each listed clip to get more insights on associated tags – then tap on those to see how often they’re also used.

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