[Ep64/5Jul21] - HTTPS boost : Google’s Magic Signal to Break Tie & Rank Higher on SEO & Other Digital Marketing Updates from the Week of Jul 5, 2021

#TWIMshow - This Week in Marketing

1. YouTube’s “New To You” Feature Will Help Viewers Discover New Content -
YouTube's rolling out a new feature called 'New to You', which is designed to help users discover content from channels that they've not previously viewed, but are aligned with their interests based on past viewing behavior.

The option is primarily focused on maximizing viewer engagement, but it may also help creators reach new audiences through targeted exposure.

How is this different from “Explore” page? Explore helps viewers find content in particular verticals - such as gaming or content that is trending worldwide. But content that is not necessarily personalized to them. In other words, it does not take their specific interests into account. But “New To You” is personalized to the viewer. So they take a balanced approach to things they think you might be interested in plus things that are farther afield from things you typically watch.

This is all being done for two reasons: a.)Help viewers explore content that is beyond their typical recommendations b.)creators having a chance to reach new viewers.

2. TikTok Introduces 'Shoutouts' - A Clone of Cameo - As competition rises for top creators, TikTok is working hard to provide more revenue-generation options, in order to keep its top stars from drifting off to other, more lucrative opportunities. Along this line, TikTok has this week added a new Cameo-like option called 'Shoutouts' in the app, which enables fans to pay to have platform stars send them a personalized video message. users are able to pay, in TikTok coins, to have their favorite creator send them a personalized message. The creator then has three days to either accept an assigned Shoutout or decline, then a further week to create the clip, which is finally sent to the users' inbox.

What are TikTok coins, you might ask? TikTok added its own virtual currency last year, which primarily enables users to purchase virtual gifts that can be sent to creators during TikTok live streams. TikTok virtual gifts As TikTok explains, users can purchase bundles of virtual coins in the app: "Coins can be found in your profile Settings within the “Balance” tab. Select the “Recharge” icon to view the coin denomination options."

So, like Facebook Stars and YouTube's Super Chat options, you exchange real money for on-platform TikTok coins, which you can then use to make donations to your favorite creators, through digital effects and stickers, and now, via Shoutouts as well. So how much does it cost to get your favorite TikTok-er to make you a custom video? Well it depends on what they want to charge - based on the above example, at 100,000 TikTok coins, that's around $US1800 at present. Which is pretty steep - but then again, the amount is variable, and some people will probably pay whatever it takes to be 'seen' by their favorite stars.

3. TikTok Launches New 'Unplugged' Info Sessions to Share Insights Into How Marketers Can Succeed -
This month, TikTok is running a range of free 'TikTok Unplugged' business info sessions, which will see some of the platform's biggest successes share their secrets and tips on how to grow your brand with TikTok marketing.

As explained by TikTok:

"Go beyond ads and collaborate with creators to get your brand in front of the TikTok community authentically. Learn about their creative processes LIVE on TikTok: UNPLUGGED Creators Spotlight sessions."

TikTok has a listed a range of sessions which will be broadcast throughout the month, which anyone can join from its dedicated site:

You can read more about TikTok's Unplugged Series, and sign-up for events, here.

4. TikTok Copies LinkedIn - Launches “TikTok Resumes" - Want to stand out to recruiters and HR managers? Maybe TikTok is your ticket, with the platform today launching its new 'Resumes' program in the US, which enables people to post personal job pitches via TikTok clips.

As explained by TikTok:

"TikTok Resumes is a pilot program designed to continue expanding and enhancing TikTok as a new channel for recruitment and job discovery. We're teaming up with select companies and inviting job seekers to apply for entry-level to experienced positions with some of the world's most sought-after employers, including Chipotle, Target, WWE, Alo Yoga, Shopify, Contra, Movers+Shakers, and many more, with a TikTok video resume."

The process of actually posting a TikTok Resume is fairly simple - candidates use TikTok clips to "showcase their skillsets and experiences", then post them to the app using the #TikTokResumes tag in their caption.

There's also a dedicated TikTok Resumes website where you can get inspiration and tips for your personal video pitch, and search through listed openings.

You can then apply to any listed job by providing a link to your TikTok application clip (as well as a link to your LinkedIn profile if you choose).

The program is accepting video resumes for U.S. job openings from July 7 through July 31.

5. Facebook Outlines 4 Key Areas of Focus for the Platform Moving Forward - This week, Facebook's Vice President, Ads & Business Products Dan Levy has provided a new overview of its evolving business focus, and the key elements that Facebook's looking to maximize as it continues to build for the next generation of user behaviors.

And there are some valuable pointers and notes here - first off, Levy outlines Facebook's four key areas of business product innovation.

a.) Privacy-enhancing technologies - Levy says that Facebook's working to develop new 'privacy-enhancing technologies' in order to minimize the amount of personal information that the platform takes in, while still enabling advertisers to focus their promotions with optimal efficiency.

b.)Product and business discovery - First off, Facebook's trialing a new option in user News Feeds which enables people to tap to browse content from businesses on topics - "such as beauty, fitness, or clothing, and explore content from related businesses". In addition to this, Facebook's also looking to build improved ad placements based on the content users are interacting with.

"So if you’re watching a travel video, we could show ads for hotels and flights." Facebook already offers this to a degree via its ad targeting options, but it's looking to get more specific, which could open up new ad opportunities.

Levy says that they're also looking to help boost small businesses specifically, with a new badge that will be displayed on some ads from SMBs.

c.)Commerce - Levy says that a billion people now visit Facebook Marketplace each month, while Facebook and Instagram Shops, which were launched last May, now see over 300 milli...