TikTok Tightens Teen Ads

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TIKTOK

🚫 TikTok Tightens Ad Targeting for Teens and Introduces AI Disclosure Rules
^{Insights from Social Media Today}

TikTok has introduced new restrictions on ads targeted at teens and updated its ad transparency measures to enhance user privacy and control.

The Scoop:

• Ad Targeting Restrictions: Advertisers can no longer use personalized targeting and campaign selections to reach teens in the U.S. They can only use broad targeting options like location, language, and device-related information. This move aims to protect teen user data from exploitation.
  

• Data Controls: Users now have more control over the ads they see, with options to customize ad topics based on their interests, such as “Outdoor Sports” or “Racing Games.” The new “Disconnect Advertisers” feature allows users to stop specific advertisers from using off-TikTok data for personalized ads. The “Clear My Activity” feature lets users disconnect any off-TikTok activity data associated with their account.
  

• AI Disclosure Requirements: TikTok is introducing a self-disclosure toggle in TikTok Ads Manager for advertisers to declare AI-generated ads. These ads will feature an AIGC (AI-generated content) label, ensuring transparency and user awareness.

With about 25% of TikTok’s audience under 20, these changes significantly impact ad targeting strategies. By restricting personalized targeting for teens, TikTok aims to protect young users from potential manipulation. The enhanced data controls and AI disclosure requirements also align with broader industry trends toward greater transparency and user empowerment. As TikTok continues to innovate, these updates will help foster a safer and more informed user experience.

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MEDIA BUYER INDEX

📊 Meta Dominates Marketing Budgets Amid Holiday Sales and Market Shifts
^{Insights from Northbeam}

Meta is currently capturing the largest percentage of marketing budgets since tracking began, driven by several key factors.

The Scoop:

• July 4th Sales Impact: Many brands, like Lucy’s Lamps with their 45% off sale, are offering deep discounts to convert already-warm prospects, despite having no contextual relevance to the holiday. This strategy focuses on leveraging the holiday period to boost sales through significant discounts.
  

• Conversion Focus: Brands running deep sales are consolidating their spending on Meta, known for its efficiency in converting mid and lower-funnel audiences. Meta’s proven track record makes it the go-to platform for ensuring conversions during sales events.
  

• E-commerce Market Performance: The current slump in the DTC market, when compared to the COVID-induced e-commerce boom, has led operators to consolidate their spending on Meta, perceived as the most reliable platform for performance. Despite the overall market downturn, Meta remains the trusted choice for driving sales.

Does it make strategic sense for Meta to have 75% of your marketing budget? The answer: it depends.

• Temporary Gains: Conversion performance spikes across platforms are largely driven by deep discounting, reflected in negative Average Order Value (AOV) trends. While discounts boost sales at lower margins, these gains are temporary and should not be mistaken for a long-term upswing in conversion performance.
  

• Dropping CPMs: The smartest brands have paused their ads during the July 4th period, recognizing that a long summer weekend does not induce as much phone usage as other times. This has led to cheaper CPMs, but these gains are also temporary, driven by reduced competition and lower consumer engagement.

While Meta’s dominance in marketing budgets during this period is evident, the current trends are temporary. Brands should be cautious not to rely too heavily on these short-term performance boosts and instead focus on sustainable, long-term strategies that diversify their marketing spend across multiple platforms.

QUORA POE

📱 Quora’s Poe Introduces App-Building Feature ‘Previews’
^{Insights from Tech Crunch}

Quora’s Poe, a subscription-based platform that aggregates AI-powered chatbots like Anthropic’s Claude and OpenAI’s GPT-4, has rolled out a new feature called Previews, enabling users to create interactive web apps within chatbot conversations.

The Scoop:

• App Creation: Previews allow users to build various interactive applications, including data visualizations, games, and even drum machines. For example, users can instruct the chatbot to analyze a report and transform it into an interactive presentation.
  

• Multi-Chatbot Support: Users can leverage multiple chatbots, such as Meta’s Llama 3 and GPT-4, to create these apps. The apps can integrate data from uploaded files, including videos, and can be shared via a link.
  

• Technical Capabilities: Previews support HTML output, including CSS and JavaScript functionalities. Quora plans to expand these capabilities further in the future.
  

• Optimal Chatbots: Previews work best with chatbots that excel at programming tasks, including Claude 3.5 Sonnet, GPT-4, and Google’s Gemini 1.5 Pro.

This new feature is somewhat similar to Anthropic’s Artifacts, which allows users to create and edit AI-generated content within dedicated workspaces. However, unlike Artifacts, which is limited to Anthropic’s models, Previews support output from any chatbot.

Note:

The launch of Previews coincides with some controversy for Poe. Last month, an investigation by Wired revealed that Poe allowed users to download paywalled articles from news sites using Quora’s in-house Assistant chatbot. Despite Quora’s disputes, this incident has cast a shadow over Poe’s otherwise innovative advancements.

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💥X is considering introducing free trials for X Premium to attract more subscribers allowing users to explore add-on features, like the Grok AI chatbot, before committing for a monthly subscription.

📖 Facebook is testing a new “Clear Mode” for Reels, allowing users to view Reels without descriptions and UI buttons, similar to a feature on TikTok. Users can activate this mode by long-pressing on the screen for a cleaner viewing experience.

That’s all for today! While we curate another Viral Scoop for tomorrow, let us know how you felt about today! And share this with someone who’d love it.🥰