Social Media

TikTok Adds New Analytics Element to Creator Marketplace

If you’re using TikTok for marketing, then this will be welcome news. This week, TikTok is rolling out some new analytics tools in its Creator Marketplace app, including real-time insights into influencer campaign views, engagement rates, engaged audience demographics and more. Creator Marketplace is TikTok’s native influencer marketing solution, enabling brands to locate relevant TikTok users for partnerships based on focus topics, location and reach. But not everyone has access to Creator Marketplace as yet. TikTok says that it is currently using an “exclusively invitation-based experience system” for the tool, so you may not be able to use it. Brands can apply via the main website, or contact TikTok for a prioritized invitation via the Help Center. If/when you do have access, you can use the Creator Marketplace to hone in on the right influencers for your campaigns, with a profile for each listed creator including key performance metrics, examples of their TikTok content and more.

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Facebook is Rolling Out a Faster and Simpler Version of Messenger

An update to Facebook Messenger said to be “faster, smaller, and simpler” is rolling out to users over the coming weeks. Facebook detailed the under-the-hood improvements coming to Messenger, which will allow the app to load twice as fast at a quarter of its original size. Messenger’s core code has been reduced by 84% — going from more than 1.7 million lines of code to 360,000. In addition, Messenger’s features have been rebuilt to fit this new, simplified infrastructure. Facebook notes that, as a result of reducing the size of the app, some features in Messenger will be temporarily unavailable when the redesign rolls out.

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Marketing

Google Tightens FAQ Markup Guidelines, Disallows Repetition of Questions and Answers

Google has updated its content guidelines for the FAQ schema that says you can no longer markup the same question and answer with FAQ schema if that question and answer is in multiple pages on your site. Google said just mark it up on one of those FAQ pages, but not more than one. The updated guidelines added this line “If you have FAQ content that is repetitive on your site (meaning, the same question and answer appear on multiple pages on your site), mark up only one instance of that FAQ for your entire site.”

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Amazon Sponsored Product Ads Are Rising in Price, New Report Says

Prices for Sponsored Product ads, Amazon’s most popular ad product, are continuing to go up according to a new report. The report from eMarketer contains data from multiple firms that manage clients who buy Amazon ads. Merkle reports that, among its clients in North America that have been spending on Amazon for at least a year, Q4 2019 spending on Sponsored Product ads was up 63%. Data from Tinuiti shows that spending on Amazon sponsored product ads was up 30% among its clients during the same time period. The clients of Pacvue have seen similar increases as well. The three companies – Merkle, Tinuiti, and Pacvue – reported 12% to 16% increases in the cost-per-click of Sponsored Product ads.

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