Serving Fresh Marketing Updates, Trends, Buyer Behaviour & Strategic Intel
In this week’s Hospitality Highlights Marketing Newsletter
- Instagram Testing Audio Notes
- Google Search to Introduce a New Notes Feature
- Top Drinks Trends on TikTok
- Ruling: Generative AI Does Not Have Copyright Protection
- Meta Expands End-to-End Encryption in Messenger
- YouTube Shares Advice for Shorts Creators
- Spotify Introduces New Podcaster Tools
- TikTok Starts Serving Ads in Its Search Results
- LinkedIn Rolls Out Brand Partnership Tags
- X is Changing How Link Previews are Presented In-Stream
- #AskDawnGribble – What is Third, First and Zero-Party Data?
Grab a coffee, and let’s get started!
Hospitality Highlights – Marketing News
Instagram Testing Audio Notes
Instagram has announced that it is testing audio clips for Notes within its app. This new feature, shared by Instagram chief Adam Mosseri, allows users to create audio notes to share with their friends.
The audio option for Notes is aimed at providing a different way to engage, displaying a Stories-like bubble at the top of the IG inbox for all contacts to see. This feature could be particularly beneficial in regions with diverse languages, as it enables people to understand different types of spoken language.
Instagram launched Notes in December to tap into the increasing use of direct messages (DMs) as a social option. The addition of audio clips follows the recent inclusion of the option to include a song in your Note. With over 100 million teens having shared a Note in the preceding three months, this feature is proving popular, especially with younger audiences.
There’s a lot of ways that hospitality brands can take advantage of this feature, from personalised messages in customer service to event teaser campaigns featuring music and songs to engaging younger audiences. Start brainstorming how you can make your messages more immersive.
Google Search to Introduce a New Notes Feature
Google is reportedly working on a new experimental feature for its search app, allowing users to leave comments about web pages. This feature, expected to be part of Google Labs, will enable users to respond to links in search results using text, images, and stickers.
People can leave public commentary and notes or share pictures related to the web pages they encounter. The default text encourages friendly and helpful engagement, and the feature will be moderated. Users will also have the ability to like notes from other users.
This development could cause extra work in brand monitoring, I recommend that you carry out a web and landing page audit to ensure that your top-ranking web pages provide customers with a top-class experience. If you don’t have time or need a fresh pair of eyes, get in touch to discuss your requirements.
Top Drinks Trends on TikTok
TikTok continues to drive new and exciting drink trends. Recent trends include jam cocktails, where users mix jam with various spirits to create colourful and sweet concoctions.
Meanwhile, cocktail recipes have been making waves on TikTok, with the Hugo Spritz and Orange Mojito gaining significant popularity. A video showcasing a new way to serve Guinness has also gone viral, eliciting mixed reactions.
What’s your favourite TikTok drink trend?
Ruling: Generative AI Does Not Have Copyright Protection
A recent ruling by Judge Beryl A. Howell of the U.S. District Court for the District of Columbia determined that artwork created by artificial intelligence (AI) without human involvement does not qualify for copyright protection.
This decision, which upholds the U.S. Copyright Office’s stance, carries significant implications for content creators, agency executives, and other stakeholders utilising AI tools. The ruling sets an important precedent, indicating that AI-generated artwork lacks the necessary human authorship for copyright protection.
I expect that other countries will follow suit. Do you have an AI Content Policy in place?
Here’s a sample policy to get you started
Meta Expands End-to-End Encryption in Messenger
Meta has reaffirmed its commitment to implementing end-to-end encryption (E2E) by default for all one-to-one friends and family chats across their messaging channels (Facebook, Instagram, WhatsApp).
The rollout is on track to be completed by the end of the year. Meta stated that users must update their apps to access default E2E and that conversations will be upgraded as users update to the latest version of Messenger. Despite concerns raised by government officials and law enforcement groups regarding the potential for encryption to hide criminal activity, Meta continues to push forward with its encryption plans.
Encrypted messaging offers your customers security when sharing personal details; your communications guidelines and data protection processes should be updated to reflect these channels.
YouTube Shares Advice for Shorts Creators
YouTube’s Shorts is experiencing significant growth, generating over 50 billion daily views. In an interview with Shorts Product Lead Todd Sherman, he reveals important insights about the Shorts algorithm and viewer behaviour.
The algorithm prioritises engagement elements like watch time, re-watches, likes, shares, and comments. Short views are counted when users deliberately choose to watch a Short, ensuring the view represents genuine interest.
The advice for creators is to focus on quality over quantity, discouraging the uploading of numerous lower-quality videos with minimal engagement. However, deleting and re-uploading Shorts as a tactic to maximise reach is not recommended.
Shorts are a great way to build anticipation and tease your customers. Use them to promote new dishes, special offers, and long-form videos.
Spotify Introduces New Podcaster Tools
Spotify has unveiled new tools for podcast creators, presenting customisation options for podcast show pages, impression analytics, podcast preview editing, expanded automated ads, and a Spotify Audience Network Performance Dashboard.
Show page customisation allows podcasters to personalise their show pages with a bio and links to their social media handles. Creators can also curate “host recommendations” and pin a “best place to start” episode. Impression analytics enable creators to understand how their shows are being discovered, and new monetisation analytics help track earnings and campaign performance. The updates aim to enhance podcast discovery and monetisation opportunities for creators.
Give your Take-Away guests the restaurant vibe with a Customised Playlist, or curate Playlists for Digital Nomads staying at your venue. Even better, start your own podcast to boost local community ties and give guests a taste of what to expect when they visit.
TikTok Starts Serving Ads in Its Search Results
TikTok has officially launched search ads, allowing advertisers to display their ads alongside organic video search results. This “Search Ads Toggle” feature uses the existing In-Feed Ad creative to serve relevant ads based on user queries. Search ads on TikTok are not a standalone product but an extension of a TikTok video ad buy.
Ads will be labelled as “Sponsored”, and their placement on the search results page will depend on factors like relevancy, user intent, and learnings from user behaviour. Advertisers will have control over ad placement by using negative keywords to avoid displaying their ads alongside content that doesn’t align with their brand. The Search Ads Toggle will be on by default when setting up In-Feed Ads, but advertisers can opt-out if desired.
This is a fantastic opportunity for hospitality brands to tap into the TikTok market in a similar way that Pay-Per-Click Ads work alongside Organic Searches.
LinkedIn Rolls Out Brand Partnership Tags
LinkedIn has introduced brand partnership tags to add transparency to paid partnerships on the platform. Users can now add official partnership labels on posts for which they have received compensation.
The new label can be activated during post-creation and adds a “Brand Partnership” tag below the username. While the format may seem odd, LinkedIn aims to enhance transparency in paid partnerships and align with other platforms.
The update also aligns with the EU Digital Services Act, which emphasises transparency in advertising. Any posts labelled brand partnerships will be publicly searchable, complying with the new regulations. This move is part of LinkedIn’s effort to support creators and potentially introduce monetisation pathways in the future.
LinkedIn continues to roll out new content tools for creators, have you switched on Creator Mode yet? It gives you access to publish Newsletters, Live and Audio Events, and turn on the Follow Function.
X is Changing How Link Previews are Presented In-Stream
Elon Musk is reportedly planning to remove headlines from articles shared on X. This move would require users to add their own text alongside shared links. According to a source familiar with the matter, Musk intends to reduce the height of tweets and curb clickbait.
Unfortunately, there’s very little rhyme or reason for this change other than Elon thinking the aesthetics will be cleaner on the app. If the plan is rolled out, then graphic designers should start experimenting with images that include a Call to Action.
Last Updated on 6 December 2023 by Dawn Gribble