YouTube’s Next ChapterYouTube’s been adding some new features that make it even more appealing to content creators, and our recent favorite is the Chapters listing option. After its debut in May, YouTube has refreshed Chapters with a list view that segments video playback timelines into “chapters” and describes what each section entails.
This functionality allows viewers to jump directly to the portion of the clip they’re interested in, rather than having to watch the entire video or, worse, skipping it altogether. The update can also help Google highlight key video segments within search results, giving you a leg up with the all-important SEO.
Now brands don't have to shy away from long-form video content. With YouTube Chapters, marketers can jam-pack value (and even repackage content) into a video, label it with headers, and become a helpful resource for consumers. We can’t wait to see what the next Chapter (get it?!) brings.
TL;DR: YouTube updated its Chapters feature, making it easier for users to find what they’re looking for within longer videos.
Cookie-pocalypseWho can believe only 10 months have passed since Google announced it would be blocking third-party cookies in Chrome? While January 2020 feels like a decade ago, Google recently published the experiment results of its Privacy Sandbox initiative (its plan to replace cookies). The experiment’s focus was to replace one-to-one targeting (using cookies) with cohort targeting to study, and ultimately market to, the habits of similar user groups.
While the results were pretty tasty (Google claimed this process improved audience targeting by 350%), there are still some lumps to mix out, i.e., privacy trade-offs. For example, the larger the cohort, the better assurance of privacy — but the more difficult it is to serve individual users with relevant ads.
While cookies were already on their way out (thanks to changing privacy laws), Google’s announcement earlier this year still sent shivers down marketers’ spines. Now, the Privacy Sandbox results should help marketers breathe a sigh of relief, knowing a cookie-less future isn’t going to be the end of the industry. And that’s the way the cookie crumbles.
TL;DR: The results of Google’s latest Privacy Sandbox experiments give marketers a glimpse into the cookie-free future.
Gaze Into the FutureAfter this year, we can agree that trying to predict the upcoming 12 months is a tricky feat, to say the least. But to help marketers stay ahead of the curve, Talkwalker and Hubspot released their Social Media Trends 2021 report — and it’s chock-full of data-driven trend forecasts on topics from coronavirus content to memetic messaging,
Two major themes are evident from the report: First, relying on traditional social media marketing won’t cut it, as users increasingly turn to gaming, podcasts, and — hello! — newsletters for entertainment and information. Second, consumers want comfort and connections. And brands that want to have an impact on consumers will need to dig into their softer, human sides. Sleek, futuristic robots? No thanks.
We recommend giving the full report a read, as it’s nearly time to start mapping out next year’s digital strategy. And armed with these insights, you’ll be more prepared for whatever 2021 holds.
TL;DR: Talkwalker and Hubspot’s Social Media Trends 2021 report predicts a widening digital marketing landscape and the importance of genuine brand-audience connections.
What Lit Us Up.png)
Let the Games BeginThe gamer-turned-influencer is one of the most on-brand digital trends we’ve seen in 2020. It’s a perfect combo reflecting the rise in influencer marketing, the booming popularity of streaming, and the gaming community’s growth, all thriving in the pandemic era. Now, throw in some social good on a woke platform, and you’ll end up with something like this Mask Up PSA from the Ad Council and Twitch, a livestreaming platform synonymous with gaming culture (spoiler: it features influencer/streamer/gamer hybrid, Techniq).
The My Mask is My Cheat Code ad spot levels up (pun-intended) in terms of relevancy, messaging, and use of the hottest digital marketing strategies — because just when you thought you’d mastered the social media landscape, the games begin. Gaming will be one of the top social media trends in 2021 (see above), and its appeal isn’t just in playing the games yourself … it’s watching other people, pro gamers, and even politicians live stream.
As more people turn to gaming as a form of entertainment, the audience for influencer marketing expands with it. While this ad runs as part of the Ad Council’s cross-industry influencer Mask Up campaign, it serves as a timely reminder that the gaming community’s marketing potential is mostly untapped. If your brand has the opportunity to market to gamers or has messaging to work in the space, you’ll want to power up your gaming console, put on your headset, and start playing some real games in this digital world. TL;DR: Twitch, the Ad Council, and gamer-turned-influencer Techniq partner for a campaign of social good to encourage the gaming community to wear masks.
|
-1.png?upscale=true&width=346&upscale=true&name=Tier%20One%20logo_color%20(1)-1.png)
