X's pain is Bluesky's gain

Plus: Get excited for these four TikTok updates

Author

Gupta Media
September 13, 2024 • Estimated Reading Time: 5 minutes

Today’s Social Media advertising rates are gathering steam:

↗️ META: $8.38 CPM | ↗️ TIKTOK: $4.06 CPM | ↗️ SNAPCHAT: $9.17 CPM

In this week’s edition: 

  • 🔊 Sneak Peak: Spotify’s new ad unit

  • There’s a launch date for TikTok Search Ads  🔎

  • 📺 Is longform video making a comeback?

But first…

🌬️ With X banned in Brazil, Bluesky ahead

The big winner following the showdown between Brazil’s government and Elon Musk, which resulted in a nationwide ban of X?

That would be Bluesky, X’s Jack Dorsey-founded competitor, which claimed to have gained 2 million followers in a single week after Brazil’s Supreme Court set in motion a series of events leading to a nationwide block of the app. That’s still a small fraction of X’s 22 million users in Brazil. But it’s huge for Bluesky, which is believed to have about 9 million total users. Threads also reportedly saw an uptick in Brazilian users but declined to release specifics.

🕰️ TikTok added a feature that looks suspiciously similar to Instagram Notes. The new feature lets users share a short, text-based “thought” that is displayed in a speech bubble above your Stories avatar at the top of your inbox:

🔎 TikTok Search Ads will be released widely on September 24. Search campaigns have a dedicated campaign creation flow within TikTok Ads Manager, and live separate from in-feed video campaign creation. Advertisers can manage search-specific campaign budgets, select specific keyword targeting, and upload creative assets per search campaign.

🕰️ TikTok announced a suite of new functionality entering very limited alpha and beta tests—most of these aren’t available yet to users without allow-listing. Here are the features we find the most intriguing:

🔊Spotify is beta-testing a new display format in Spotify Ads Manager that will serve within the Spotify mobile app only. Reporting will include impressions and clicks on the banner assets: 

🔮 Crystal Ball: Is longform video making a comeback?

A new report on the social landscape reveals that longer videos are increasing in upload frequency and views across both YouTube and TikTok. While short videos still comprise the bulk of Shorts and TikTok video uploads, this shift in the tides, particularly views, should be watched over the coming months to determine whether content strategies for either platform require drastic shifts heading into 2025.

🐘The Elephant In the Room: Our weekly office poll!

🧑‍⚖️ Another week, another federal trial that airs yet more of Google’s dirty laundry. Are you glued to your Ad Age, AdWeek, and Digiday recaps? So are we. But our favorite rundown so far is this deep-dive into Google’s secret code names for its allegedly anti-competitive advertising programs—including a plan to change its privacy policy code-named “Project Narnia” and a secret plot between Google and Facebook referred to as “Jedi Blue.” Which leads us to this week’s poll:

What’s your favorite secret Google project code name?

Login or Subscribe to participate in polls.

📊 Last edition’s poll results: Which Snapchat throwback is giving you the MOST feels?

🟨🟨🟨🟨🟨⬜️ Bitmoji 

🟩🟩🟩🟩🟩🟩 Ringtones

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