TikTok Has Restricted Its Ad Targeting Options for Teenagers
TikTok recently announced new restrictions designed to limit ads targeting teenagers in the United States, so as not to unduly influence their thinking. The following changes took effect on July 1, 2024:
- Limited targeting: To reach teenagers in the U.S., advertisers on TikTok are now restricted to broad request options such as location, language, and device information. Personalized targeting for this audience is no longer permitted.
- Ad topic customization: Users can now personalize the ad topics they are exposed to.
- Disconnecting from advertisers: TikTok users can now choose to disconnect from advertisers to prevent them from using their personal data outside the platform. Users can also delete their activity history, further limiting the data available to advertisers.
Boost Your Google Ads Performance by Leveraging Cognitive Biases
Recently, the Ursa Marketing team tested a new copywriting technique aimed at optimizing Google Ads performance. Developed by Pierre-Baptiste, co-founder of Céos, this method factors in human cognitive biases when writing ads, with the goal of increasing engagement among users who see them. Our team of marketing strategists observed a measurable lift in click-through rate on ads written using this approach. Here is what we found.
Writing Google Ads comes with strict constraints around character counts, the number of headlines and descriptions, and how those elements are assembled on Google Search results. By applying cognitive biases and using the "pin" feature on certain headlines, advertisers can capture user attention more effectively.
To do this, advertisers should work in cognitive biases such as category heuristics, the power of now, social proof, authority, the power of free, and scarcity into their ad copy. By pinning certain headlines, they can also better control which elements appear in the ad. We encourage you to read Pierre-Baptiste's article for more details.
TikTok's New Strategy to Drive More Content Publishing on Its Platform
When users downloaded an edited video from TikTok, it used to include the platform's watermark. Now, videos can be downloaded without it, provided they are published on TikTok first. This makes it easier for content creators to repurpose their videos on other platforms, while ensuring TikTok gets the first publish.
Have You Considered Influencer Marketing with AI Influencers?
With a market estimated at over $20 billion USD, influencer marketing has become a major pillar in corporate advertising strategies. But have you heard of influencer marketing done by artificial intelligence (AI) influencers? Skeptical? What if we told you that one of them is followed by millions of people across all platforms?
AI influencers operate through technologies such as computer-generated imagery (CGI) and natural language processing, enabling interactions that feel remarkably human. Just like human influencers, these entirely fabricated personas post selfies and share their day-to-day activities on social media.
According to Neil Patel, AI influencers complement, but should not replace, human influencers. That said, they bring real opportunities for businesses, including:
- Lower costs, as they are less expensive than human influencers.
- Complete brand control.
- Richer creative possibilities, as they are not constrained by the real world.
- Unmatched analytical capabilities that allow for real-time optimization of interactions.
- Full availability, 24/7.
That said, AI influencers come with significant limitations. Chief among them are ethical concerns, the risk of misinformation, and the promotion of unattainable beauty standards.
Learn more in this article.