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Talk Social 15 September, 2020 – TikTok confirms sale with Oracle


TikTok confirms it will partner with Oracle

ByteDance has rejected Microsoft’s bid to take over TikTok’s US operations and instead agreed to partner with Oracle in order to avert a ban.

The Chinese owned company said Oracle, the cloud computing specialist, would serve as TikiTok’s ‘trusted technology provider’. However, there is still some speculation as to what the details of the relationship will be and it is not clear if TikTok’s algorithm, a key asset, will be included in the sale.

The deal will now need approval from Chinese authorities after Beijing changed its export rules a few weeks ago.

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Facebook makes warning over Apple’s upcoming privacy settings

Facebook is warning advertisers that privacy changes in an upcoming iOS update will severely reduce the ability to track users’ activity across websites and on third-party apps. 

The next version of Apple’s mobile operating system, iOS 14, is expected in the next few months. Along with several other new features, the update requires app developers to notify users if their app collects a unique device code.

There is concern this will see many more users opting out, significantly reducing tracking capacity and subsequent ad targeting options as a result. This is important for all digital marketers to note, and while we don’t know what the full impacts will be, it could significantly change brand’s ad targeting strategies.

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YouTube faces legal battle over British children’s privacy

YouTube is facing a legal battle for allegedly breaching the privacy and data rights of under-13s in the UK.

A claim lodged with the High Court against parent company Google accuses the company of collecting children’s data without parental consent, which the prosecution argues is a breach of UK and European law.

YouTube faced similar legal proceedings in the US, reaching an agreement to pay a record US $170-million fine to settle allegations that it was illegally collecting personal information from children without parental consent.

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Why is the UK government paying social media influencers to post about COVID-19?

The UK government has been working with influencers, including several reality TV celebrities, to try and stop the spread of coronavirus. 

Love Island contestants Shaughna Phillips, Josh Denzel and Chris Hughes have all been paid to promote the NHS test and trace service. Phillips, who has 1.5 million followers on her Instagram, posted a photo of her with a friend, reminding her followers that “getting tested for coronavirus is the best way for us all to get back to doing the things we love”.

The impact social media influencers have – on young people in particular – is beyond doubt. Millennials and Gen Z are often less engaged with mainstream traditional communication channels such as TV, radio and press. Opting for influencer marketing to promote credible public health messaging is a savvy strategy if the government wants to reach young people.

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Twitter adds context to its trending topics

Twitter is working to make its real-time Trending section less confusing for its users.

The company has begun pinning tweets at the top of trending topic as well as including headlines and descriptions for some of the trends, to give users more context on why a topic or a hashtag is gaining momentum.

This update could be particularly useful for brands. The key to success on Twitter is often being reactive and jumping on trends and memes as they appear. Swiftly identifying opportunities can lead to quick wins.

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