Digital Marketing Apprentice

YouTube’s own FYP… Yes please!

YouTube has officially released the debut of its new “For You Page” for creator’s channels. Individual to each user, the new feature appeared on the 20th of November. The section will recommend a mix of content to viewers based on their watch history and activity. 

The feature can be controlled by creators using the customisation menu under their channel settings. Allowing them to control what type of content is recommended, shorts, live streams or full videos. As well as specifying the option for all content or only new material. 

Testing took place for this new feature for 6 months previous to its release, first being previewed on the creator insider channel. Initially, the new element was mandatory on the app but since being rolled out to everyone, creators can now choose to opt-out and turn the feature off. 

YouTube’s tactic of sliding into the realms of the TikTok platform has previously been blatantly obvious. However, this method appears to be a little bit more considered, cleverly adapting the TikTok formula, YouTube has successfully provided a way to surface videos to viewers that they may otherwise miss.

Read more here. 

Instagram and Facebook want to help you online shop!

Meta has officially abandoned its efforts for live shopping via Instagram and Facebook. However, the social networking platform is still taking steps to make its subsidiaries capitalise on the opportunities of operating as an online shopping platform. 

This explains the company’s steps into partnering with Amazon, to allow customers to link their Facebook and Instagram accounts to their Amazon accounts to then shop through Meta’s social apps where they can check out using their saved Amazon payment method. 

Customers will be able to shop Amazon’s product ads without leaving the social media apps. The new in-app shopping feature will be available for select products that are as seen on Instagram, and Facebook and sold by Amazon. 

News of the deal was first announced by a Meta and Google Ads partner, Maurice Rahmey. In a LinkedIn post, he discussed the benefits of the deal, noting that Meta would gain improved targeting and optimisation by analysing consumer behaviour resulting in better conversion rates. Meta will also be able to tailor the ad messaging based on whether the user is a prime member or not. 

The Meta-Amazon deal has surfaced at a time when TikTok has begun trying to compete with Amazon itself, with the launch of the TikTok shop.

Read more here. 

Official Artificial Intelligence regulations have been declared

European Union officials have come to a decision on the first regulations for the use of Artificial intelligence. Negotiators have finally agreed to the rules around ChatGPT and facial recognition. 

The European Parliament will vote on the proposals at the beginning of next year however, the legislation will not come into action until 2025. The proposals include safeguards and guidelines for the use of AI within the European Union as well as the limitations on its adoption by law enforcement.

Consumers will have the ability to launch complaints and fines may be imposed fir any violations made. Its intention is to support the development of technology without threatening users’ safety and rights. The European parliament defines AI as software that can “for a given set of human-defined objectives, generate outputs such as content, predictions, recommendations, or decisions influencing the environment they interact with.”

Read more here.

TikTok and Ticketmaster for 2024!

TikTok has recently partnered with Ticketmaster to allow users to discover events and buy tickets for them directly in TikTok without having to leave the app. 

This feature was first released in the United States in August 2022 but has now been made available in the United Kingdom, Ireland, Australia, Germany, France, Canada, Mexico, Austria, Belgium, Czech Republic, Denmark, Finland, Italy, Netherlands, New Zealand, Norway, Poland, Switzerland, Spain and, Sweden.

Artists that engage with fans on TikTok can now use the Ticketmaster ticketing feature to promote their live dates and connect with fans on a digital platform by adding their Ticketmaster links to videos before publishing. The partnership has seen successful results for big artists such as Niall Horan, Burna Boy, and Shania Twain, the company also states there have been more than 2.5 billion views on videos utilising the in-app features since its launch. 

TikTok is not the first major company Ticketmaster has partnered with in recent years, they have also partnered with Snapchat to let users find live events near them. As well as a partnership with Spotify that provides personalised event recommendations to users. 

Read more here.