- Growth Daily
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- Wednesday, Apr 5
🤖 Meta eases advertiser concerns with AI tools
📰 TL;DR - Meta’s hoping to quell advertiser ethical concerns and differentiate themselves from other social media companies by releasing several new tools. One of the most promising tools is their new controls evaluating if organic content meets their existing monetization policies. Content that doesn’t fit will not be eligible to have ads above or below it. Content that does fit will be classified into risk categories which will allow advertisers to define their content preference levels.
Since context also matters with content, Meta’s working to develop an AI-powered tool that evaluates the context in which ads appear on a Facebook feed.
💡 Insight - Every brand has their comfort level, so this new scale for advertisers seems like a great way to allow for flexibility. Maybe water brand Liquid Death is okay being next to potentially high-risk content, but Sesame Street probably isn’t. Definitely something to check out to ensure you’re optimizing your ad spend and not risking your reputation.
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🇫🇷 Not disclosing a #Ad in France? Could face prison & €300k fine
📰 TL;DR - French parliament passed a bill that aims to introduce new requirements for social media influencers. The bill, created in response to influencer scams, requires influencers to disclose if they’re using a filter or if their face/body has been photoshopped. It also states influencers can’t promote certain products and services like cosmetic surgery, financial products (i.e. crypto), and counterfeit products.
Among other specifics, influencers also have to clearly state if content is a paid promotion or risk facing up to 6 months in prison and a fine of €300k.
💡 Insight - This is one of the strictest measures we’ve seen from any government on influencers… so far. Wouldn’t be surprised if this spooks brands from working with influencers, especially ones who have been known to be deceptive to followers. Even more reason to make sure you’re working with reputable influencers and ensuring they’re following all govt/platform rules before approving content.
🏆 6 top TikTok strategies for your brand to try
📰 TL;DR - Let’s be honest: keeping up with TikTok trends and strategies is a tough job. Hootsuite’s gathered 6 of the most important strategies they think are more long-term and evergreen for your brand to try. Here’s the list:
Lean into TikTok advertising (in 2022, ad reach was +14.6% YoY!)
Create fun, entertaining content (78.2% of TikTok users want to be entertained)
Prioritize searchable content (TikTok is Gen Z’s primary search tool)
Try out TikTok’s experimental features like TikTok Now or TikTok Stories
Put real people front and center
Jump on memes, but you’ve gotta be quick!
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