✅ Strategic Update August 2024
Tactics and Insights to Maximise Your Marketing Performance - For Restaurants, Hotels and Foodservice
Welcome to this month’s Strategic Update for AAA Subscribers, brought to you by Dawn Gribble and the Hospitality Marketing Hub Team.
This month’s edition is on the house with my compliments.
☕ Let’s Check In!
❤️ Social Media Strategy Updates
Instagram
📣 Instagram Experiments with Audience Feedback for Unpublished Reels Clips
Instagram is testing new options to help creators get feedback on their Reels before posting them publicly. Users can now send previews of their Reels to friends for input and test Reels concepts with a smaller audience. This provides a simple way to get a second opinion and improve the quality of Reels before they are shared with the wider public. (HJ)
🎶 Instagram Now Lets Users Add Music to Video Carousels
Instagram now allows users to add music to Carousel posts with videos, expanding on the previous ability to add music to only photo Carousels. The added music will mute the sound from the videos in the Carousel. This new feature offers users more creative freedom when sharing video-based Carousels and allows them to use their favourite songs as background music. (LG)
🌀 You Can Now Duplicate Reels (JS)
🤝 You Can Now Add Collaborators to a Reel After Posting
Collaborators can now be added to a Reel on Instagram after it has been posted. Brands can use this update to partner with creators with existing content promoting their products. Compensation should be offered to creators for this collaboration to be mutually beneficial. (LI)
❗️ Instagram Action Plan
Send Reels previews to selected friends/focus groups to test features.
Select appropriate music for video Carousels to create a music library.
Identify high-performing Reels - Create and post variations of successful Reels.
Facebook
🌐 Engage Your Audience with Facebook and Messenger Broadcast Channels
Facebook and Messenger Broadcast Channels are tools that allow users and businesses to send messages and updates to a large audience efficiently. Facebook Broadcast Channels enable one-to-many communication with multimedia support, while Messenger Broadcast Channels offer targeted messaging with rich media for marketing and customer engagement. Both tools enhance reach and streamline communication with followers or customers. Recent features include the ability to share Instagram updates on Facebook, early access to content for channel members, and the option to share content on Facebook stories. (FB)
💬 Messenger's New Community Chats Don't Need to Be Connected to Facebook Groups
Meta has launched a new feature on Messenger that allows users to create large community chats with up to 5,000 random people. This feature is separate from the existing community chats for Facebook Groups and is available on the Messenger app. Community chat administrators can post updates, remove members, and delete the chat, while all members can invite others to join. (EG)
📱 Facebook Renews Focus on Young Users
Facebook is shifting its focus towards building the next generation of social media for young adults and utilising AI. This is an exciting move since research has shown that Facebook has lost popularity among younger users, with platforms like Instagram, TikTok, and Snapchat being preferred. Despite this, Facebook has seen growth in young adult app usage and has the highest number of daily active young adult users in three years.
❗️ Facebook Action Plan
Use Facebook Broadcast Channels to share multimedia updates and announcements with your audience.
Use Messenger Broadcast Channels for targeted marketing messages, ensuring they include rich media like images, videos, and interactive elements.
Actively manage these chats by posting updates, moderating content, and inviting new members.
To encourage joining and maintaining engagement, offer early access to exclusive content for members of your Facebook and Messenger Broadcast Channels.
Develop content and campaigns designed to attract and retain young adults and tap into Meta's AI-driven insights to understand their preferences and behaviours.
X (Twitter)
🏆 Only Premium Subscribers Can Now Livestream on X
Starting soon, only Premium subscribers can live stream (create live video streams) on X. This includes going live from an encoder with X integration. (X)
🚫 X Officially Allows NSFW Content Under Updated Policy
X now allows NSFW content with restrictions. Users can share consensually produced and distributed adult nudity or sexual behaviour as long as it is appropriately labelled and not prominently displayed. X believes in the autonomy of adults to engage with and create sexual content but also restricts its visibility to children and those who do not wish to see it. (VA) Good news for naturist destinations and naughty bakers.
📝 X Introduces Allowlist Feature for Advertisers
X will now allow Advertisers to create an allowlist with advertising only shown on terms that advertisers are bidding on. (X) Welcome news as this feature mitigates the risk of ads appearing next to inappropriate or controversial content, which can damage a brand's reputation. With more precise targeting, advertisers are likely to see a better return on investment as their ads reach more relevant audiences.
🔒 X Makes Likes Private for Everyone to Better Protect Your Privacy
X has made Likes private so everyone can better protect their privacy. You will still be able to see posts you have liked (but others cannot). Like count and other metrics for your posts will still show up under notifications. (X) With enhanced privacy, users might experience a more personalised and less pressured environment, potentially leading to a more positive overall experience on the platform. The impact on engagement rates will depend on how users adapt to this change.
📊 X Premium Rolls Out New and Improved Analytics Page
X has rolled out a new and improved analytics page. Premium subscribers get access to daily insights into how posts are performing. (X)
❗️ X Action Plan
Highlight exclusive live streaming capabilities for Premium subscribers in marketing materials.
Publish or update Communication Guidelines on sharing NSFW content and ensure it is properly labelled.
Use the allow list feature to create hyper-targeted campaigns.
LinkedIn
📰 Expanded Access to Newsletters and More Tools to Grow Your Voice on LinkedIn
Newsletters on LinkedIn are booming, with a 59% increase in newsletter articles published on LinkedIn and a 47% increase in engagement on newsletters. In response, LinkedIn has rolled out new tools and updates for creating LinkedIn newsletters, including staging links, embedding pages, and improved subscriber notifications. (LI)
🎥 LinkedIn Adds Premium Video Ad Placement and More AI Ad Tools
LinkedIn is adding a new video sponsorship program called "The Wire" for in-stream video ads aligned with trusted publisher content. Brands can now choose specific pre-roll placement with selected publishers, which can maximise and add credibility to promotions. LinkedIn has partnered with high-profile providers for this initiative, including Barron's, Bloomberg, Business Insider, and more. (LI)
❗️ LinkedIn Action Plan
Experiment with Company Page and Personal Page Newsletters for greater visibility.
Explore ad placement that would complement your brand.
Focus on video content for LinkedIn.
WhatsApp
💼 New AI Tools, Meta Verified, and More for Businesses on WhatsApp
WhatsApp is introducing AI tools to help enterprises better assist customers and promote their products. Meta Verified is being rolled out on the WhatsApp Business app, providing businesses with enhanced account support. (FB)
👥 WhatsApp Expands Video Group Chats to 32 Participants
WhatsApp has announced new updates for video calls, including expanded group chats, improved screen-sharing and speaker highlights. The main addition is the expansion of group video calls from 15 to 32 participants, with the ability to display more participants on screen and improved interaction. WhatsApp has also added screen sharing with audio and a "Speaker Spotlight" feature to highlight who is talking. It is also working to enhance video quality by launching a new codec. (WA)
❗️ WhatsApp Action Plan
Apply for Meta-verification
Use video calls to coordinate with event planners, team updates and focus groups.
TikTok
🧑🎨 TikTok Introduces Ads with AI-Generated Avatars
TikTok has announced new tools to allow brands to use AI-generated avatars in ads instead of real human beings. The avatars can be stock options or customised to look like specific creators and can be modified to fit brand specifications. These new features are designed to enhance human creativity, not replace it, and may allow creators to work faster and at a greater volume. (NYT)
🎨 Helping Creators Bring Their Creativity to Life with TikTok Studio
TikTok Studio is a new creation and management platform for creators, offering innovative tools to support their TikTok journey. The platform is free and easy to use, with features such as auto caption, photo editor, and autocut to enhance content with professional finesse. (TT)
🗂️ TikTok Adds Categories for Videos in Some Locations
(GPM)
This will be a very useful feature to support local marketing efforts! Make sure you include your location in your caption and profile for the best chance of showing up in local searches.
📈 TikTok Shares Updated Trend Insights for Marketers
TikTok has shared new insights into key trends on the app in an "In Action" update to its What's Next 2024 report. The report includes an overview of how each trend prediction has evolved over the year's first six months, along with updated hashtags and brand examples. The key trends highlighted in the report include Nostalgia Marketing and Virtual Shopping. (TT)
🛠️ TikTok Will Enable Businesses to Create Their Own Virtual Characters
TikTok's new Symphony marketing management platform will include a feature that allows brands to use virtual influencers to sell their products on the app. The virtual influencers program will offer a range of digital characters that can promote products 24/7 through live streams. These digital avatars, created using generative AI, will come in two formats: pre-built stock avatars and custom avatars created by real people. (TT)
📷 TikTok Launches New Image Sharing App Called Whee
TikTok is experimenting with a new app called Whee, similar to Instagram, to expand its engagement opportunities and tap into broader usage trends. This is not the first time TikTok has released a still-image-based app, as they launched another app called Notes in April. Whee and Notes are designed for sharing photos with friends, but Whee is focused on sharing spontaneous moments, while Notes is for sharing life moments. (GP)
❗️ TikTok Action Plan
Create AI avatars for each of your core customer segments.
Explore TikTok features on the desktop platform for insights and advice
Team Challenge: How can you leverage nostalgia in your marketing?
Keep an eye on Whee
YouTube
📊 YouTube Rolling Out Thumbnail Test & Compare
YouTube is rolling out Thumbnail Test & Compare, aka A/B testing; this feature lets you test up to 3 different thumbnails and uses data to pick a winner. This update from the Creator Team includes advanced features and will be available to all in the coming weeks. (YT)
🖥️ YouTube’s Updated Desktop UI Now Available to All Premium Subscribers
YouTube's desktop redesign is now available to all YouTube Premium subscribers. The new format places the video title, description, and comments to the right of the video player and recommendations at the bottom. Feedback on the redesign has been negative, with users finding it less engaging and responsive. (YT)
❗️ YouTube Action Plan
Create an A/B Testing strategy - items to test include:
Headlines
Descriptions
Thumbnails
Calls to Action
Music
Video Length
Tone of Voice
🔍 SEO Updates
📱 Google Won't Index Sites That Do Not Work on Mobile Devices
Google has finally drawn a line in the sand for sites that do not render on mobile devices. The mobile-first indexing initiative started in 2016 and will be complete after July 5, 2024. If your site does not load on a mobile device, it may not be crawled and indexed by Google after July 5. (JM)
🛡️ Google June 2024 Spam Update Complete
Google's June 2024 spam update rollout is now complete. It was a general and broad spam update and did not automate the site's reputation abuse policy. If you noticed your rankings changed during this time frame, it may be related to the June 2024 spam update. (GSL)
📄 Export Google Analytics Data Directly to Google Sheets for Deeper Insights
You can export data directly from a Google Analytics report to Google Sheets for deeper insights and easier collaboration. How-to: 1. Click "Share this report" in the top right corner of your report. 2. Select "Download File". 3. Choose "Export to Google Sheets". Unlock" (GA)
📈 Google Analytics Update to Improve Paid Search Attribution
Google is updating the attribution models in GA4 to improve the accuracy of paid search campaigns. The update will increase conversions attributed to paid search, potentially impacting ad budgets. Google recommends reviewing budgets before the update to adjust for higher paid search conversions. (SG)
❗️ SEO Action Plan
Ensure your website is mobile-friendly or be delisted.
Check your rankings for potential Spam update impact.
Export your Analytics data into spreadsheets for deeper analysis.
📢 PPC Updates
🎨 Google Ad Manager Updates Give Publishers More Creative Controls
Ad Manager is getting updates to give publishers greater control over how direct sales ads appear in their reserved inventory. This means publishers can control where and when ad badging appears on reserved inventory, ensuring their ad creatives appear as designed. (SG)
🌟 Introducing Brand Recommendations in Google Ads
Brand Recommendations powered by Google AI are now available in the Recommendations tab of Google Ads. These recommendations cover awareness and consideration campaigns tailored to each advertiser's account history and goals. Advertisers should regularly check and apply these recommendations to optimise their CPM and CPV campaigns for maximum brand impact. (SG)
💳 Google Ads Phasing Out Card Payments
Google is notifying some advertisers that they must transition away from paying for Google Ads via credit or debit card by July 31 or face account suspension. The move is part of Google's effort to steer high-spend advertisers toward more automated payment methods better suited for scaling ad investment. Impacted advertisers will only be allowed to use bank-based payment options in the future. (SEL)
🗺️ Google Integrates Local Services Ads with Maps App
Google is rolling out Local Services Ads on its Maps app, starting with iOS, to help advertisers generate more leads directly from the navigation platform. This expansion brings local business ads to a highly-intent user base actively searching for nearby services, potentially increasing lead generation for advertisers. Google will automatically create and display ads on Maps using businesses' current Local Services Ads data. (MM)
💳 PayPal Is Planning an Ad Business Using Data on Its Millions of Shoppers
With its millions of customers, PayPal plans to start an ad business. It plans to build an ad sales business based on the massive data it collects from tracking millions of consumers' purchases and spending behaviours. (WSJ)
❗️ PPC Action Plan
Explore Google Ads' new Creative Controls
Create a Google Ads Brand Recommendation Strategy
Check to see if your account is impacted by the move to bank-based payments.
Review your Local Ad campaign strategy and update Google Maps with the latest information.
Keep an eye out for PayPal's next moves.
📈 Trending Hashtags
#bbq
#beach
#beachday
#beef
#beer
#brisket
#cocktails
#coffeetiktok
#dayout
#drink
#drinktok
#espresso
#familyfun
#familytime
#girlsholiday
#healthyeating
#hiddengems
#holiday
#icecream
#icedcoffee
#matcha
#plantbased
#sweets
#thingstodo
#trip
#vacation
#vegan
#watermelon
🎨 Trending Colours
🎵 Trending Audio - Approved for Business Use
TikTok
Meta
😋 Flavour Trends
🍔 Bunless Burger Stacks
🍫 Caramel Latte
🌮 Cheeseburger Tacos
🍩 Churro
🌶️ Ghost Pepper
🍯 Hot Honey
⚡ Iced Energy Drinks
☕ Iced Latte Macchiato
🍖 Korean BBQ
🍈 Melon
🍝 Pasta Chips
🥗 Ranch
🍪 Smores Coffee
🍍 Tropical Citrus
🍓 Triple Berry
💡 Campaign Inspiration
Heineken ‘beer insurance’ protects fans from spilled pints during Euros
How Nutella is celebrating its 60th birthday by bringing smiles to the world
Premier Inn ad flags up guests' diversity from families to cosplayers
Lil Wayne Remixes ‘A Milli’ To Celebrate Domino’s $10 Million Pizza Giveaway
How McDonald’s sparked a frenzy in China with its McTalkie toy release
Boneless Wings Debut At Popeyes With Help From Comedian Jimmy O. Yang
Visit Oslo takes a deadpan approach to tourism
🗓️ Dates for Your Diary - August 2024
Monthly Celebrations
Black Business Month
Peach Month
National Goat Cheese Month
National Panini Month
Rawgust (Focus on raw foods)
August Social Media Holidays & Awareness Days
August 1: National Raspberry Cream Pie Day
August 1: World Breastfeeding Week begins
August 1: National IPA Day
August 2: National Ice Cream Sandwich Day
August 2: International Beer Day
August 3: National Watermelon Day
August 3: Grab Some Nuts Day
August 3: National Mustard Day
August 3: Mead Day
August 4: National Chocolate Chip Cookie Day
August 4: National White Wine Day
August 5: National Oyster Day
August 8: National CBD Day
August 8: Digital Nomad Day
August 9: National Book Lovers Day
August 10: National S'mores Day
August 11: National Bakewell Tart Day
August 11: Melon Day
August 12: International Youth Day
August 12: Afternoon Tea Week begins
August 12: Thoughtful Traveller Day
August 13: National Prosecco Day
August 15: National Lemon Meringue Pie Day
August 16: National Rum Day
August 19: World Photo Day
August 20: National Lemonade Day
August 20: National Bacon Lovers Day
August 20: National Chocolate Pecan Pie Day
August 22: World Plant Milk Day
August 23: National Cuban Sandwich Day
August 23: National Sponge Cake Day
August 23: National Coconut Week begins
August 24: National Peach Pie Day
August 24: National Waffle Day
August 25: National Banana Split Day
August 25: World Water Week begins
August 26: National Dog Day
August 28: Emirati Women’s Day
August 30: Toasted Marshmallow Day
August 31: Eat Outside Day
🧰 Tools & Resources
Thank you for joining us for this month's Strategic Update for AAA Subscribers!
We hope you find the insights and updates valuable as you navigate your marketing strategies. Remember, success lies not just in knowing the latest trends but also in implementing them effectively.
Here's to Your Success 🥂
⭐⭐⭐⭐⭐