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Talk Social: 20 April, 2022 – TikTok launches ‘Interactive Add-Ons’ to build more engaging ad campaigns

TikTok launches ‘Interactive Add-Ons’ to build more engaging ad campaigns

TikTok is adding a range of new ways to encourage users to engage with in-stream ads with ‘interactive add-ons’ which, as they sound, incorporate interactive elements into promotions.

The new interactive elements range from clickable stickers to “choose your own adventure”- type ads to “super likes” and more. This presents brands with a range of new opportunities to build more engaging campaigns in new creative ways.

Alongside, the expansion of its e-commerce focus, and a new promise of ‘brand safety’, TikTok hopes these new elements will ramp up advertiser investment in its video platform.

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TikTok set to overtake the combined ad revenues of Twitter and Snapchat in 2022

A new report from Insider Intelligence has predicted TikTok will make £8.92 billion from ads in 2022 — a huge spike from the £2.97 billion it is estimated to have made in 2021 and more than the combined revenues of rivals Twitter and Snapchat.

The report also predicted TikTok’s worldwide ad revenue may hit £18.05 billion by 2024, inching the app closer to YouTube’s £18.11 billion — a feat that would put both video platforms at around three per cent of the global digital ad market. 

But despite TikTok’s impressive growth, it’s still relatively small in terms of global digital ad share, with Google boasting a nearly 30 per cent share and Meta at 21 per cent.

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Reddit’s mobile app usage up 25 per cent YoY following r/place social experiment

Reddit’s mobile app usage reached an all-time high after the platform re-introduced its collaborative social experiment r/Place on April 1.

The experiment involved an online canvas located on a subreddit called r/place, where users could edit the canvas by changing the colour of a single pixel. After each pixel was placed, a timer prevented the user from placing any more pixels for a period of time varying from five to 20 minutes

Over the next few days, before the experiment ended, the app’s worldwide daily active users (DAUs) surged 25 per cent year-over-year, exceeding even the GameStop meme stock buzz from early 2021.

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Instagram launches fundraising in Reels

Instagram is adding the ability for users to create and donate to fundraisers directly from Instagram Reels, the app’s short-form video feature and TikTok rival.

The feature was announced alongside a series of updates to celebrate Earth Day on April 22, including custom stickers for Instagram and Messenger, profile frames for Facebook, conservation-focused experiences for VR and more.

The fundraising capabilities are now available in more than 30 countries worldwide and will support donations to more than 1.5 million non-profits. Already, some high-profile users, including Lil Dicky, Maggie Baird and Zyahna Bryant, have used the feature to fundraise for environmental causes.

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YouTube is launching a new search insights tool for all creators

YouTube has announced that it will be rolling out its new search Insights feature to all content creators, which will provide a range of new data points to help refine a content strategy, based on what people are looking for in the app.

With this update, YouTube creators will be able to view data from up to 100 videos as well as compare various metrics, including views, impressions and average view duration. 

This could be a handy addition for brands’ YouTube analytics and planning. To access the new features, users need to go to “channel analytics” and then navigate to “advanced mode”.

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