TikTok and Instagram launch new ads; YouTube bans chauvinistic and misleading content

Publication date: 06 Jun 2019

TikTok is testing its ad platform

TikTok’s self-serve ad platform is now available in beta to a selected number of potential clients.

TikTok is testing interest-based targeting and custom audience options in addition to targeting by age, gender, location, operating system, and network of the user.

Executives of the companies, which are planning to try the new features, find TikTok’s young audience very attractive for marketers to work with. That is why developers of TikTok have all chances to create an effective and popular marketing tool.

TikTok is expected to release the full version of the new app in July.

Instagram’s new format of content ads

Instagram has announced that it will soon get a new advertising tool–Branded Content Ads. The new format will give businesses the ability to use influencer posts as ads.

With a reference to the “Project Instagram” joint research by Facebook and Ipsos, the company points out that 68% of respondents come to Instagram to interact with creators. With the new tool, businesses will have an opportunity to reach audiences through creators’ voices and measure impact. Branded content ads for feed will be available in the coming weeks and for stories over the coming months.

Businesses can work directly with influencers who use their products. To create branded content ads, Instagram bloggers need to enable their business partners to promote their post as an ad. The business partner will see the post on Ads Manager and can choose to run it as an ad in feed or stories format. These ads will be marked “Sponsored”.

YouTube bans chauvinistic and misleading content

YouTube has intensified its battle against videos that incite hatred, misinform, or deny well-known facts.

The company is taking strict measures against chauvinistic content, including restrictions imposed on recommendations and commentaries. According to YouTube’s data, its move has reduced views to these videos on average by 80%.

The ban applies to videos promoting the superiority of any group of people as a justification for discrimination against others based on qualities like age, gender, race, caste, religion, or sexual orientation, the company explained. These are, for example, videos promoting Nazism.

Moreover, YouTube plans to reduce the spread of misleading content such as flat-earth theories. The company aims to recommend videos from more authoritative sources.

The move can affect thousands of channels. YouTube has been developing its banning system for quite a while, but it will still take some time to make adjustments.

Local news feed on VKontakte

VKontakte has launched the local news feed for residents of Yekaterinburg, Nizhny Novgorod, and Kazan. It will be showing users information about their local area, such as event announcements or thematic posts by local authors.

City news will appear as a separate tab in the general news feed. Local posts will be seen by users who have added one of the three cities in their contact information or are currently staying there.

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