TikTok might be in trouble, Whale makes making memes easy, and you can now watch two hours of beef cooking over an open flame on YouTube.
November 22, 2019
SE-Oh No, No, No
Unless you’re … um … unique and prefer to use Bing or Yahoo for your internet search needs, you probably consider Google the lifeblood of the World Wide Web. Handling approximately 3.8 million search queries a minute, the search engine is the most highly trafficked website in the world. That is why the Wall Street Journal’s investigation into Google’s algorithms and search results is a big deal. WSJ found Google reportedly manipulates results in favor of big businesses (i.e. Amazon and Facebook) and removes sensitive subjects (i.e. immigration and abortion) from its auto-complete suggestions. The behemoth, of course, denies such claims. While the story continues to progress, SEO marketers should continue implementing optimization best practices — but keep an eye out for further developments. Because vying for a spot on the first page of search results is hard enough without having to compete on an unfair playing field.
Is the Clock Ticking on TikTok?
In other big-tech-trying-to-prove-it’s-not-sketchy-news, TikTok continues trying to improve its negative reputation with the U.S. government. The app, which has more than 1.5 billion downloads worldwide, is under fire due to concerns that it’s censoring videos that displease the Chinese government (while also providing them with user data) and possibly exposing American youth to communist propaganda. Big yikes.The company denies all the assertions, but that doesn’t mean TikTok is in the clear. Brands who plan on pouring big ad dollars into the Gen Z social media haven (which recently added more social commerce options) will likely want to consider the situation deeply — as the fate and future of TikTok in the U.S. is murkier than ever.
Meme Like You Mean It
Now it’s time to lighten the mood. Thankfully, Facebook has given us something to smile about: Whale, a meme-creation app launched by its New Product Experimentation (NPE) team. The app is a free platform to create original memes using either your own photos or stock images, with filters, text, emojis, and effects, which can then be directly shared on other social platforms. It’s currently being tested in Canada, where the NPE team has experimented with other new apps in the past before entering the U.S. market. With meme culture as dominant as it is, the app could be a helpful tool for marketers to tap into the trend with their own branded memes. Though Whale is technically geared toward teens, that doesn’t mean us grown-ups can’t get in on the fun. Just, you know, play it cool, so you don’t get hit with an “Ok, boomer.”
SPARK OF THE WEEK
Vegetarians, Look Away
Who doesn’t love the sound of a cracking, sizzling, and popping open fire? What about a prime rib roast cracking, sizzling, and popping over an open flame? Well, beef lovers, you’ve been gifted with a feature-length film of just that. It’s thanks to the Cattlemen's Beef Board and the National Cattlemen's Beef Association’s holiday marketing campaign. The two-hour (nearly) scriptless “Drool Log” video can be found on YouTube, with clips promoted on streaming platforms, social sites, and in select movie theatres until December 5. (Not kidding.)
Fireplace loop videos are highly popular during the holidays — and so is beef: 60% of annual roast sales occur in December. So it’s perfect timing for this campaign, which swaps out the Yule log for a hunk of meat and amps up the ASMR, a trend that’s become increasingly popular. The Beef Association isn’t the first brand to step into the film-length ASMR space, but unlike others who have before (like Reese’s Canada), this feels like a natural fit. (Who doesn’t like the sound of food cooking?) Since the holiday season is within earshot, now might just be the time for your brand to try connecting with your audience through a new sense.
