Are social media giants doing enough to protect their users?
In recent news, social media giants respond to calls to protect their users as YouTube announces it will remove overly commercial content from YouTube Kids, TikTok introduces new safety features for under 18 users, and Instagram launches a new tool to help public figures address racism and hate speech. Moreover, Nine Co releases research into Australia’s untapped 55-64 demographic, and Saleforce finds customer engagement needs are becoming harder to meet in the Covid era.
YouTube to ban commercial content on kids platform
YouTube has announced several changes to its policies to increase safety and digital well-being for viewers under 18 years of age. Among the first is the removal of overly commercial content from YouTube Kids. While paid product placements have never been allowed on YouTube Kids in the past, the new policy will expand this definition further, continuing to restrict how brads and marketers use the channel to reach young demographics.
TikTok introduces new safety features for under 18 users
TikTok has announced a series of safety features for under 18 users of the social media platform. Users under the age of 16 will now have the option that makes their videos downloadable disabled, and disabling features such as duet and stitch. Another change is that the default Direct Messaging settings for a user aged 16 to 17 will be set “no one”.
Instagram launches new took to address racism and hate speech
Instagram has launched a new tool to help athletes and public figures combat racism and hate speech across its community. The news function ‘Limits’ allows users to limit comments and direct message requests during spikes of increased attention and delivering stronger warnings when people try to post potentially offensive comments. The platform developed the feature due to public figures experiencing sudden spikes of comments and DM requests from people they don’t know. The new tool looks to give creators more control around how users engage with their content as well as helping nurture more positive communities on the platform.
Nine Co research reveals 55-64 demographic
New research by Nine Co and Kantar has revealed brands are missing out on potential ‘super consumers’. The report shared how the singular focus of many marketers and agencies on the 16-39 and 25-54 demographic has left many excluding influential consumers with high disposable income, with the market gap estimated to be worth over 2.3 billion in weekly household spending. For marketers, this represents an opportunity to expand a brands target demographics and tap into a market with billions to spend.
Report reveals customer engagement is more difficult in the Covid era
A new report by Salesforce has revealed that more than three-quarters of digital marketers are finding customer expectations harder to meet than a year ago, with just over 90 per cent agreeing the pandemic changed their digital engagement strategy and marketing channel mix. The latest consensus is that marketing activities must be more data-driven. However, despite a 20 per cent increase in data sources expected in the coming year, many agree that getting the insights they need to drive success will continue to be a challenge in the future.