May 24 2022 Amy Rumpler Blog Industry News Innovations in Search and Social [May 2022] What’s new in the realms of paid search and social media? Basis’ Senior Vice President of Paid Search and Social compiles all the latest news, trends, and resources each month for easy access. Report: Brands Plan to Invest More in Search in the Next 12 Months [:02] As remote workers continue to shift between personal and professional activity while on the clock, a new report shows that the rise of the “workday consumer” is creating even more touchpoints during the average buying journey. Skai Quarterly Trends Report: Q1 2022 [:09] This year’s first report from Skai (formerly Kenshoo) discusses how year-over-year spending in retail media, paid search, and social have accelerated in Q1 2022. Report: The Benefits of an Integrated Strategy on TikTok [:03] A new report from TikTok reinforces that consumer multitasking on other devices while watching TV creates a big opportunity for marketers to combine channels into a more fluid strategy. TikTok Insights: Connecting with Mobile Gamers [:05] Did you know that the top 100 gaming-related hashtags on TikTok receive more than 40 billion video views per month? Or that 65% of US TikTok users have made an in-app purchase in the last three to six months? This post provides TikTok’s latest recommendations for tapping into their gaming community. Reddit Insights: The Potential of Reddit Ads [:01] While many advertisers are still in the “test and see” phase of investing in Reddit, new insights highlight how the platform’s highly engaged communities of users could provide untapped—and unduplicated—potential for marketers. TikTok Launches Audience Insights Platform [:02] Although today’s iteration of TikTok’s audience insights platform doesn’t provide anything super granular, it’s worth bookmarking, as the tool is likely to continue to develop over time. LinkedIn Launches Insights for International Markets [:05] LinkedIn’s new resource features a range of region-specific insights for the US, UK, Germany, Southeast Asia, and Australia. Each report offers local audience reach statistics and highlights the fastest-growing verticals, best performing ad formats, and more. Google Unveils Immersive Maps, Shopping Tools and Search Insights [:04] At their annual I/O Summit, Google shared some key announcements relating to Google Maps, Google Shopping, and Google Search. Read this summary for a run-down of what was shared. Introducing TikTok Pulse: Bringing Brands Closer to Community and Entertainment [:02] Introduced at their recent NewFronts presentation, TikTok Pulse is described as “a new contextual advertising solution that lets advertisers place their brand next to the top content in the For You Feed.” TikTok Launches ‘Interactive Add-Ons’ for More Engaging Ads [:02] TikTok’s new interactive add-ons provide a range of engagement features that prompt users to take action on your ad, by inviting them into the experience. Standard elements are designed to drive lower-funnel goal engagement, whereas their premium elements support upper funnel goals like brand awareness and community building. Meta’s New Ads and Messaging Tools for Small Businesses [:03] Meta’s new tools were built to help improve how small businesses connect with customers and identify leads. And, with 71% of people saying they want to communicate with businesses the same way they do with friends/family, the focus here is on Facebook and Instagram ads that open to a WhatsApp chat. Instagram Tests Full-Screen Home Feed [:02] While Meta reports that the new feed format is designed to bring make video front and center in Instagram, the similarities to TikTok’s in-feed full-screen experience are undeniable. Here, TechCrunch shares an image mock-up to help users get ahead of what the new look and feel is likely to be. Snapchat Unveils Drone Camera, Advanced AR, New Commerce Integrations [:05] At their annual partner summit a few weeks ago, Snapchat announced a bevy of new features and tools that connect online, offline, AR, and commerce experiences together.