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Weekly Social Media Bites #23

Welcome back to our Weekly Social Media Bites! It's a brand new week and we have the latest snippets of what's happening in the social media sphere and adland below.


TikTok is Fast Becoming a Key Search and Discovery Platform for Younger Audiences

Could TikTok really become a competitor in the web search and discovery stakes, and move into Google’s territory? Google’s Senior Vice President Prabhakar Raghavan recently shared that the search giant does indeed see this as a risk, noting that: “In our studies, something like almost 40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search. They go to TikTok or Instagram.” That’s not overly surprising, but the volume of searches that could imply is significant, with hundreds of millions of searches being conducted every minute via Google’s apps. If TikTok and Instagram are eating into that, that could have big implications, and not just for Google itself, but also for brands looking to connect with younger audiences, and maximise their discovery opportunities.

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Meta Launches New Reels Features, Including Stories to Reels Conversion and Improved Analytics

As it works to latch onto the short-form video trend, and negate the rising influence of TikTok, Meta has announced some new updates for Reels, across both Facebook and Instagram, including additional Reels insights, the expansion of the ‘Add Yours’ sticker, and ‘auto-created’ Reels clips. Yes, automatically created Reels videos. Here’s how the new additions work. The main addition is the expansion of the ‘Add Yours’ sticker from Stories to Reels, providing another way to prompt engagement from other users via Reels clips.

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Google will roll out new updates to reduce low-quality and unoriginal content in search results

Google announced today that it’s rolling out new Search updates over the next few weeks that will aim to make it easier for people to find high-quality content. The new ranking improvements will work to reduce the amount of low-quality or unoriginal content that ranks high in search results. Google says that the update will especially target content that has been created primarily for ranking on search engines, known as “SEO-first” content, rather than human-first content.

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Pepsi debuts ‘gametime fridge TV’ in time for football season

Diehard football fans shudder to think about missing the biggest play of the day while getting up for a drink or snack while the game is on. This football season, Pepsi is awarding one lucky fan a one-of-a-kind TV and built-in fridge, so that this sacred experience goes uninterrupted. Imagine never getting up and missing a moment of football – because the fridge is right where the TV is. Pepsi has made that a reality this fall with ‘The Pepsi Gametime Fridge TV,’ a stunt in tandem with two ads highlighting Pepsi Zero Sugar. The campaign comes after the brand renewed its nearly 40-year-long partnership with the NFL earlier this year. “As a longtime NFL partner, Pepsi has always looked for new and innovative ways to enhance the football watching experience,” chief marketing officer of Pepsi Todd Kaplan said in a statement.

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 Let life flow

Dettol’s ‘Let Life Flow’ campaign celebrates familiar moments in an unfamiliar way. 15 August 2022: Dettol’s new campaign ‘Let Life Flow’ gives consumers the confidence and satisfaction of a job well done, in a relatable and engaging way. ‘Let Life Flow’ aims to represent the natural chaos of home life, with sound design acting as the focal point of the story, informing how and what was shot. The integrated campaign will feature 30”, 20” and 10” TVC, radio, digital, social, web and POS, showing a range of occasions in the home where consumers benefit from using Dettol’s Hard Surface Cleanser products.

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TikTok is More Than Just Lip-Sync and Dance Videos Says Brand Campaign

TikTok has launched a new campaign pitching all of the things it offers to people of all ages. As part of the brand campaign, TikTok has put together a 30-second spot to highlight the app’s diverse content. The ‘Now you know’ campaign, features the best of TikTok learning content and features Australian creators including @shepmates, @theaussierapunzel, @chebbo, @astrokirsten, @shesgotlegs, @tom_ismyname, and @himynameispriya, offering up their top tips. The campaign also features a TikTok hub showcasing some of the best “edu-tainment” content and creators available on the platform. “There’s a huge misconception that TikTok is exclusively for lip-sync and dance videos,” said Ben Clare, executive creative director at We Are Social Australia.

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We hope you enjoy this edition as much as we do!
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