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Talk Social: 2 March, 2022 – How social platforms are responding to the crisis in Ukraine

How social platforms are responding to the crisis in Ukraine 

The crisis in Ukraine is playing out across social media, with memes, misinformation campaigns, and scams all obscuring Russian audiences to the true situation in the country. Combating this maelstrom of misinformation is a massive challenge to social media platforms. Here are some of the measures that have been announced so far.

Meta has prohibited ads from Russian state media and affiliated outlets such RT and Sputnik, and demonetised their accounts, severely limiting the capacity for Russian authorities to spread misinformation. Meta has also established a special operations centre, staffed by native Russian and Ukrainian speakers, to monitor for harmful content trends, while it’s also added new warning labels when users go to share war-related images that its systems detect are over one year old.

Likewise, at the request of the Ukrainian Government, YouTube has announced that it’s restricting access to Russian state-owned media outlets for users in Ukraine, while it’s also suspending monetisation for several Russian channels.

TikTok has been targeted by Russian-affiliated groups to spread orchestrated disinformation, with thousands of fake videos having been uploaded to the platform. The platform has geo-blocked content from Russian state-affiliated media outlets for users in the EU but made no official comment on the conflict, nor how its platform is being used. 

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TikTok publishes its rising trends reports for marketers

TikTok has published its cultural trends report – a digital guide to the rising trends and shifts happening on its platform, complete with case study campaigns to inspire brands with their digital marketing strategy.

The five key trends highlighted are self-care champions; the power of co-creation; financial services; recipes and food; and video gaming culture. For brands that work in any sector related to these topics, it is well worth downloading the guide and getting some more insight into key TikTok trends in your industry.

Included in the report are example campaigns from brands and helpful tips for working with influencers on the platform, making this a valuable resource for brands looking to make TikTok part of their marketing strategy.

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LinkedIn publishes new ‘Recharge Your Marketing’ magazine

As brands look for new ways to reinvigorate their approaches in 2022, LinkedIn has published a new 48-page digital magazine packed with a range of insights, tips into key trends, and expert interviews.

One article covers the key issues currently impacting B2B advertising and predictions on what’s next for B2B in the new year. This is valuable reading for any brand in that sector planning any paid media campaigns on the platform.

Another useful article from the magazine covers ‘10 ways to improve your LinkedIn page in 2022’. This includes several best practices for turning your company page into a valuable marketing tool.

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Pinterest launches support programme for female-owned businesses

March is Women’s History Month and Pinterest is marking the occasion by expanding its Elevate support programme to ten female-owned businesses that will receive both financial and strategic assistance.

The ten leaders, who all come from an LGBTQ+, disability or racial minority background, will receive a share of $100,000 in ad credits. They will also be assigned a personal business coach to guide them through their digital strategy on the platform.

Pinterest’s Elevate program was launched in 2020 to assist Black business owners that had been impacted by the pandemic and has gone on to provide assistance to 55 brands so far – improving equality and representation for minority-owned businesses on the platform.

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Ten minute videos are coming to TikTok

Originally TikTok uploads were limited to just 15 seconds. This was expanded to 60 seconds, then three minutes. Now,  TikTok has confirmed that it is rolling out the ability for users to upload videos up to ten minutes in length to give creators more time to produce engaging content such as cooking demos, beauty tutorials, educational content and comedic sketches.

Short-form videos are the trend of the moment. More users, particularly those from a younger demographic prefer to consume content in this way and every other platform is following TikTok’s lead with their vision for their future. 

It’s thought that longer format videos will only be able to generate more ad revenue if the platform’s users actively and regularly engage with longer format clips. If they do, this could make TikTok a much more valuable ad platform for brands.

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