Innovations in Search and Social [April 2023]


What’s new in the realms of paid search and social media? Basis’ Senior Vice President of Paid Search and Social Amy Rumpler compiles all the latest news, trends, and resources each month for easy access.

The new feature, called “Advanced Stories,” creates stories for marketers based on images and videos they’ve previously uploaded to the app, layering thematic templates to create eye-catching content. For advertisers struggling to generate a sufficient volume of content, this feature could help fill in gaps using brand-approved messages and visuals.

Yeah, reuse those images!

Consumers are increasingly turning to platforms like YouTube, Instagram, TikTok, and Walmart to start their online shopping searches. Walmart’s recent app and site redesign is one contributing factor, although their overall search ad revenues are still only projected to reach around 7% of the total e-commerce search ad spending marketing this year.

Snapchat’s integration with Rockerbox is poised to show advertisers exactly how many of their conversions and how much of their revenue can be attributed to Snap ads compared to other search, social, display, and traditional channels. It also includes a variety of attribution methodologies, media mix modeling, and messaging resonance throughout a customer’s journey.

This new resource is a “searchable hub” that shows the ads brands are putting into market, which ads are being shown in certain regions, and the last date and format in which those ads ran. The article suggests this “could also function as a handy research element for digital marketers” looking for competitive intel.

I mean, if Zac Efron and The Rock want to know…

On their Q4 earnings call and in subsequent interviews, Pinterest’s CEO made it clear the platform hopes to be a central place for users to get inspired, discover new brands, and shop without leaving the app. Integrating shoppable features is an obvious step in that direction, but, according to eMarketer, Pinterest is also exploring ways to integrate artificial intelligence in a way that’s additive, not addictive. 

Search Engine Land explores why AI in search is the real deal, and how the flurry of activity around AI from some of the industry’s top media providers further illustrates its importance. Experts interviewed agreed, “We’re looking at a shift that’s going to define this industry in dollars-and-cents terms for the foreseeable future,” and “It’s as disruptive as social was when first introduced, maybe [more so].”

A Capterra survey revealed that 3 in 4 advertisers using TikTok today plan to increase spending on the platform over the next 12 months, assuming a ban doesn’t take effect in that time (which, most agree, seems unlikely). In fact, 87% of respondents believe TikTok is a viable platform for long-term marketing success. TikTok remains the most downloaded app in the US, and, according to Statista, TikTok users are less likely to be bothered by ads than on other platforms. P.S. Want to learn more, straight from TikTok? Check out our webinar, Seizing the TikTok Advertising Opportunity!

In case you’re not familiar with Lemon8, it’s an app focused on photo-sharing around interests in food, beauty, wellness, and travel, a la Instagram.

No, no, not “Lemonade”…

Available in select Asian countries since 2020, it’s now available for download in the US and uses the same recommendation engine that made TikTok popular. So far, brand involvement is limited to partnering with early platform adopters and influencers, as it’s still focused on growing content—and gaining a following.

Cute, but still not it.

The Verge summarizes some of the alternative social media platforms users are considering turning to as the “next Twitter.” Among the candidates discussed are Mastadon, Post, Substack Notes, T2, and Bluesky.

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