This Week in Digital Marketing: TikTok Increases Video Length, Facebook Adds Threads Option to News Feed, Bing Gets Multimedia Ad Formats and More

Welcome to our weekly review of major happenings in the digital space. Here are a few significant updates that might interest you;

  • Microsoft Advertising Announces New Multimedia Ads For Search

Microsoft Advertising has just launched a new responsive ad format, called multimedia ads. These ads will combine advertisers images, headlines and descriptions using machine learning to create engaging, attention-grabbing ads for users. There is just one multimedia ad per page, so only one advertiser can deliver a multimedia ad at a time. According to Microsoft, multimedia ads will be on the Bing.com search pages and will be featured prominently at the top of the SERP.

Due to the one multimedia ad per time, Microsoft Ads has rolled out bid adjustment settings. Advertisers can now add additional bid modifiers for the multimedia ad placement. Microsoft Advertising also plans to create recommendations using advertisers’ existing image assets (such as image extensions) and text ads assets, as well as stock images (coming soon). Multimedia ads are officially available worldwide. For more information, click here

  • TikTok Increases Length of Videos

TikTok is increasing the maximum length of videos from sixty seconds to three minutes. This update has rolled out to all users globally and all three minutes can be recorded, edited, and uploaded from the TikTok app. Up until now, sixty seconds videos were the standard across all major social apps and this update can shake up how people use the platform. Previously, creators could record one video of sixty seconds or less and share it across all social media accounts seamlessly. But with the new 3 minutes videos on Tiktok, creators will have to specifically create content for their TikTok accounts. 

Facebook and Instagram stories are limited to sixty seconds and Instagram Reels can only be 30 seconds. YouTube Shorts and Snapchat stories are at one minute as well. Even though we don’t know how this update will play out, it gives creators more time to work with, than they had before. For more information about this update, click here

  • YouTube Adds New Channel Achievement Cards to Incentivize Creator Activity

YouTube has rolled out a new feature called the Achievement Cards to provide another incentive for their creators to reach channel milestones. Achievement Cards will be displayed within the YouTube Studio dashboard. Creators will see these cards when they pass certain milestones. For example subscribers count , views and watch time hours. YouTube explained that the goal of this is to better recognize creators and their amazing work.

This is to encourage them to keep going, especially new YouTubers who are still in the early days of building their channel. A simple smiley face, showing that they have reached a certain view could go a long way. YouTube will be experimenting with the achievement cards over the next few months. For more information, click here

  • Twitter is Testing New Audience Controls on Tweets, Making it Easier to Engage Around Various Topics

Twitter is testing a new option that enables users to share their tweets with selected audiences, and not all of their followers. The idea is that this would help users get more out of their Twitter experience, and avoid them having to create separate accounts for different audiences and interests. Twitter first revealed that it was working on this feature in February, where it previewed a groups option called “Communities”, which would enable Twitter users to share their tweets within selected sub-groups of users. 

Twitter is now sharing previews of how the option works. One of the new processes in testing would be a variable audience control toggle within the tweet composer, which would also include a note on relevant tweets, signifying who can see them. Another option is “Facet’’, which would enable users to create different personas under a single profile. With this, users will be able to post in different topic areas, without having to share all of their thoughts on one. Followers would also have the option to follow different elements of these profiles based on their interests, For more information. Click here

  • Facebook is Testing a New ‘Threads’ Option for Feed Posts

Facebook is testing a new “Thread”’ option that provides a means to bolt on additional new posts to an original one in order to build a broader contextual story through updates. Each new post added to a Facebook post thread would be connected back to the original, creating a long stream of updates aligned to a source announcement. Facebook is testing the option with a small group of people, with no set plans for a full roll out yet.  For more information, click here

Thank you for reading. See you next Friday for more news and interesting reads in the digital space.