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What’s New in Digital: The Battle for Attention

Evelyn Ritzi
Evelyn Ritzi
BY: Evelyn Ritzi ON May 13, 2021

What’s new in social media and digital marketing? We’ve been keeping up with the trends, tools, and updates today’s marketers need to know. Here’s a look at the latest: 

TikTok: It’s not just for Gen Z

Since its debut, TikTok has been well-known for its loyalty among Gen Z users. The popular video-based social media platform has already surpassed Instagram with Gen Z, and it’s predicted to match Snapchat’s popularity with the audience by 2023. But the platform is drawing more than just younger users. TikTok recently announced that with over 100 million active users on the platform, it is receiving strong engagement from members of all generations who are interested in TikTok’s content ranging from food and fashion to parenting, psychology, and fitness.

So, what does this mean for digital advertisers? Given TikTok’s popularity across multiple generations, it could be a worthwhile platform to consider if you’re looking to expand your brand’s reach. However, TikTok’s ad platform is still fairly limited compared to other social networks. For example, there isn’t the ability to geographically target more narrowly than at a state level, which will limit the platform’s relevance to many local and regional advertisers. 

Facebook prompts users to keep data tracking on

As part of its new iOS 14.5 software update, Apple is requiring apps to request permission to track users’ data. The update has proven to be controversial among apps like Facebook, which rely on data collection and tracking to earn revenue through targeted advertising. In an effort to combat the change, Facebook has added a new in-app alert that appears to employ a form of scare tactics to encourage users not to switch off data tracking. 

The alert plays on fears that a lack of data tracking will require social media networks to start charging to continue using their platforms. Facebook’s alert asks users to “Help keep Facebook/Instagram free of charge” by keeping their data tracking on. While it’s unlikely that Facebook will require a payment model in the near future, using fear-based tactics may end up convincing users to enable the app to track their data.  

Twitter tests monetization program

Twitter is experimenting with new ways to keep users engaged on the platform with its “super follow” and “tipping” options. These new features will give users the option to monetize their following with locked, exclusive content available only to paying members. In the never-ending competition for attention, Twitter is one of the latest apps to offer a monetization program that benefits top creators. Both TikTok and Snapchat have established creator funds to incentivize popular users to stay on their platforms. This week, YouTube announced a $100 million fund to reward popular creators on Shorts, its new short-form video feature. 

We’re here to keep you updated on the latest in digital marketing. If you have questions about any of these updates and what they could mean for your business, drop us a line or reach out on LinkedIn, Facebook, or Twitter.

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