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Breaking News

Montana becomes the first U.S. state to pass legislation banning TikTok from personal devices

💡 Insight - Amidst the potential of a nationwide ban of TikTok, this bill passed in Montana’s house is the furthest step by a state government to restrict the app. It’s currently waiting on the Governor’s signature and would take effect in January. The bill prohibits TikTok from operating within state lines and bans app stores from offering the app for download with potential penalties of $10k per day – but the penalties are on TikTok & app stores, not on individual users.

Brands should be nervous about this one… hard to imagine this moves in a positive direction. Unless you’re a VPN brand, in which case you might be seeing more Montana traffic soon.

Meta adds new features to Instagram Reels including trends, editing, and insights

💡 Insight - Professional accounts will see a new account feature in their dashboard to check out today’s reels trends and get ideas for content. The editor feature is getting a revamp to have one unified editing screen with more updates expected soon (most likely to compete with TikTok’s robust in-app editing). You’ll also find two new metrics: total watch time and average watch time. While these tools aren’t massive new features, these still pack a punch in optimizing your creation process and better understanding Reels performance.

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Growth Stuff

Decoding the YouTube Shorts algorithm

💡 Insight - YouTube growth expert Paddy Galloway published a Twitter thread on his analysis of 3.3 billion views across 33 YouTube Channels to better understand the YouTube Shorts algorithm. Here’s some of the key findings from the study (but you should click into the full thread for some really interesting graphs & details):

• Longer Shorts performed better on average than shorter Shorts (lol)

• Shorts where the average view duration was higher than 50 seconds averaged 4.1M views

• The best performing Shorts were typically between 70-90% viewed vs swiped away

• Average long-form videos still convert subscribers better than Shorts (unless you have over 1M subs)

AI prompts for small business owners

💡 Insight - Small biz owners can benefit deeply from generative AI solutions as they help maximize resources and act as a team when you might be a team of one. But where should you start? GoDaddy created a whole library full of useful prompts for small businesses to ask AI chatbot systems (like ChatGPT) to help automate tasks and make business decisions. Even if you’re not a small biz owner, this prompt library can help jumpstart your professional relationship with generative AI.

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Brand Watch

Gucci and Vans launch scavenger hunt between their two worlds on Roblox

💡 Insight - Metaverse marketing isn’t dead yet! This collab of Gucci Town x Vans World invites users to find fabrics and patterns across the digital spaces to turn into virtual accessories worn by the user’s avatar. While it might feel like every brand is jumping ship from Roblox, both of these fashion brands have been on the platform for years now with plenty of unique, platform-exclusive campaigns in that time.

Shake Shack launches immersive OOH campaign in NYC for new menu item

💡 Insight - Consumers in Manhattan, Brooklyn, and Queens can search for one of 500 digital billboards and scan a QR code for the chance to win $2k and discounts at the chain. The campaign is designed to promote its new elevated White Truffle Menu as an attempt to serve high-scale but affordable offerings. Shake Shack also encouraged consumers to “hunt” for QR codes in rainy weather, mimicking real-life truffle hunting conditions. Because if you’re a fast food chain, you’ve gotta lean into the playfulness.

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