Google Eyes Search Offers With Instagram And TikTok; Streaming Wars Could Profit Social Media

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Search in social networks

Google is negotiating potential agreements with the parent companies of TikTok and Instagram, ByteDance and Facebook, respectively, to index posts on these platforms in Google search results. The information reported. Right now, social video search responses come almost entirely from YouTube. Sometimes these YouTube videos are fuzzy reproductions of TikToks or Stories posts, even when users are explicitly looking for content from TikTok or Instagram. The user experience is poor and unsustainable in view of Google’s antitrust review. Google will do a sizeable part of the change. It has a similar deal with Twitter that raised $ 509 million in data licenses and other non-advertising revenue in 2020, though the terms of the contract are not disclosed. ByteDance and Facebook are reluctant to reveal valuable data to Google’s scraper algorithm. But TikTok stars and Instagram influencers want a possible deal, regardless of the tension between the parent companies. “You post something on Instagram and two days later it’s forgotten,” says Katerina Horwitz, who has a travel and lifestyle account. “If it’s searchable, the content can live longer. People can easily find it later if you have the right keywords. “

Social streaming

Social media could be a big beneficiary of the streaming TV wars. Free, ad-supported platforms are a go-to place to find new subscribers as large broadcasters and tech companies have started investing heavily in CTV numbers and even losing subscribers by estimating potential market share versus current profitability. The three biggest companies in terms of share of voice over the past 90 days are Disney +, HBO Max, and Hulu, according to social media analytics firm BrandTotal. The mix is ​​not uniform. Hulu is all-in on YouTube, where it received 94% of all social impressions during that period. Netflix took the top spot on Instagram, while Paramount was the leading Facebook advertiser in terms of share of voice. Media post has more.

Smashing Social

Apple’s privacy changes have hit Facebook’s measurement capabilities hard. The company admitted this week that it may be falling below iOS conversions (sales and app installs) by 15% or more. That’s no surprise considering the company announced in July that it would do so feel the full effect of Apple’s AppTrackingTransparency changes – and a sales slowdown – from Q3. Graham Mudd, VP of Facebook Product Marketing, urged advertisers to: a blog entry in this week to update their practices following Apple’s privacy changes. But marketers have trouble reporting from Facebook and can’t invest without performance data. Marketing concoction reported. For one, Apple’s privacy policies have increased the cost of ownership, says Simon Wool, performance manager at baby food brand Little Spoon. And even if the company doubled its budget, the volume would only increase by 30%. Advertisers need to buy more spots to get the same sales. They can’t target or identify conversions as effectively, which means they overexert themselves to get the same number of sales or installs and advertise too much for stopping blacklisting customers after a purchase can.

But wait, there’s more!

FTC chairman Lina Khan outlines antitrust enforcement plans. [CNBC]

Google: Bring performance and data protection together with server-side tagging. [blog]

Headwind from digital advertising to fuel the rise of networked television. [The Drum]

Loss of third-party cookies could cause medium-sized media companies to collapse. [Digiday]

Amazon restricts access to CTV data, including IP addresses. [Ad Age]

LinkedIn Marketing Solutions notifies customers of measurement errors. [Adweek]

You are set

Progressive is hiring Remi Kent as CMO. [WSJ]

Making Science is hiring six new managers. [release]

AMP Agency appoints Michael Mish as president. [Adweek]

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