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TikTok is working on a clone of its recommendation algorithm for its US users. This may result in a version that operates independently of its Chinese parent that might be more palatable to American lawmakers who want to ban it. Once the code is split, it could lay the groundwork for a divestiture of the company's US assets.
Meta is refocusing Facebook to appeal to young adults by shifting the platform towards recommendations rather than posts from friends. It is focusing on attracting the next generation of social media consumers. The company is using AI to improve recommendations for Reels and the feed.
Snapchat isn't just for kids - close to 25% of its users are 35+. The company recently reported 422M daily active users. Its new ad features aim to differentiate it from other platforms and attract more advertisers. These include enhanced Dynamic Ads, generative AI and AR tools, state-level targeting, and easier app installation.
Targeting low-competition keywords allows sites to rank faster as backlinks aren't required. Creating an SEO content hub builds topical authority, link authority, and perceived value. Repurposing content, such as creating a video from a blog post, allows you to reach a wider audience across platforms.
Adding proof elements to copy is one of the best ways to strengthen messaging. Use specific statements, such as quantified numbers, to make it believable. Point to the opinions of others, such as reviews or social media. Show how the product or service is used so visitors can imagine how it might work for their situation. Display authority with logos of the companies that work with you, awards and industry certifications, or proof of industry involvement.
If you run marketing at a B2B startup, ensure the founder, head of marketing, sales, and customer success share content on LinkedIn 3-5X a week. Share quick write-ups after customer calls, learnings from pain points, and content from the life or job of the person they're trying to sell to. It doesn't have to be polished, but it should contain real tactical examples, experiences, and lessons. Create a list of target customers and connect with everyone on LinkedIn, as over 50% of people will accept connections. Consistently comment on posts for 6+ months from people in your industry to boost your visibility and engagement.
Stackpointer is a search engine that provides insights into businesses by analyzing their tech stacks. Users can search for businesses using keywords or criteria like name, domain, or specific technologies.
Brave has launched Search Ads after 18 months of testing, allowing brands in the US, Canada, UK, France, and Germany to run CPC-based ad campaigns on its independent search platform. Brands like Amazon and Dell successfully trialed the service, which offers up to 14 days of complimentary advertising for eligible participants. Brave's new offering is pitched as a way to reach highly qualified, otherwise unreachable audiences.
Mindshare measurement offers marketers a way to directly link brand investment to sales and shareholder returns by focusing on high-demand, low-competition areas. By targeting specific demand spaces and understanding the S-curve of mindshare growth, brands can increase their visibility and customer receptivity, leading to higher conversion rates. This strategy involves sustained investment, strategic targeting, and leveraging both paid and organic channels to create lasting impressions and build a competitive advantage.
The advertising industry is divided between advocates of long-term brand building and short-term performance. Studies indicate that if an ad campaign doesn't perform well initially, it likely won't improve over time. Financial returns from advertising can start as early as 61 weeks, but often take up to 150 weeks. Advertising has a significant carryover effect, decaying at about 30% per year. While traditional media is often seen as superior, newer research indicates that online, content-integrated ads are far more effective.
Dedicate a section on your homepage to list your features, and place a toggle next to each one. On the other side of the screen, display a product mockup that changes based on the user's toggle selections.
Cameron Adams, CPO and co-founder of Canva, shares insights into the company's SEO growth strategy, 3-pillar framework for integrating AI into its product, and why it has no managers.