YouTube Announces Lineup for VidCon 2024: Keynotes, Celebrations, and Creator Resources
Photo Credit: YouTube
ANAHEIM, Calif., June 25, 2024 (V SOCIAL MEDIA OF HOLLYWOOD) - YouTube is set to be the presenting title sponsor at VidCon 2024, where creators come together to celebrate digital culture. The event, which returns to Anaheim, will feature a range of sessions aimed at helping creators enhance their content, build communities, and explore new monetization strategies.
Attendees, both in-person and online, can look forward to various activities and insights. Key highlights include the keynote session "Creators + Fans: How Passion Pays Off On YouTube" with Amjad Hanif, VP of Product Management, and Kevin Allocca, Global Director of Culture & Trends. This session will be live-streamed on June 27 from 3:00 to 4:00 pm.
YouTube will also celebrate 15 years of Minecraft with an interactive exhibit featuring photo opportunities, exclusive merchandise, and appearances from popular Minecraft creators such as Aphmau and TommyInnit. This celebration will take place from June 27 to June 29 on the ACC Expo Floor.
Additional sessions include "Algorithm Unlocked: Mastering YouTube from Shorts to Screen," "Living Room Takeover: YouTube's CTV Revolution," and "Supercharge Your YouTube Workflow: Essential AI-Powered Tools for Efficiency and Growth." These sessions aim to provide creators with valuable tips and tools to enhance their content and efficiency.
For those interested in monetization, the session "Build a Thriving Business with YouTube: From Shopping to Fan Funding" will be held on June 28 from 2:45 to 3:30 pm. Meanwhile, community-focused sessions like "What Women Watch – Finding Success as a Woman on YouTube" and "Chew on This: The Mukbang Movement on YouTube" will offer insights into niche content creation.
YouTube will also host intimate gatherings called Creator Collectives, allowing creators to meet, share their passions, and find inspiration. These collectives will cover various communities, including #YouTubeLatino, Shorts, Pride, Women, #YouTubeBlack, Cosplay, AAPI, and gaming.
For those needing a break, YouTube will provide dedicated lounges. The Featured Creator Lounge at the Hyatt Hotel will be open to featured creators, while the Creator Track Lounge at the ACC will cater to VidCon Creator Track pass holders, offering networking opportunities, educational resources, and brand activations.
To learn more about the sessions and RSVP, visit the event page.
Source: YouTube
TikTok Expands Taylor Swift In-App Experience for 2024 Eras Tour
June 21, 2024 (V SOCIAL MEDIA OF HOLLYWOOD) - TikTok has announced an expansion of its in-app experience celebrating Taylor Swift and her ongoing Eras Tour. The new feature, known as #TSTheErasTour, introduces interactive elements for Swift's fans, or "Swifties," allowing them to engage with each other and complete tasks to unlock exclusive digital content.
The #TSTheErasTour experience offers fans the chance to win album-branded profile frames and collect digital friendship beads to create virtual friendship bracelets. Over the course of 11 weeks, Swifties can complete various album-themed tasks, each tied to different albums from Swift’s career. Those who complete all tasks will receive a special Swiftie profile frame.
In addition to the weekly challenges, the in-app experience will showcase video highlights from each stop on the Eras Tour and feature a playlist related to the week’s album theme. TikTok has emphasized its role in supporting artists and connecting them with fans through platforms like this, enhancing the bond between artists and their followers.
To access the #TSTheErasTour experience, fans can click the anchor appearing next to Taylor Swift content on TikTok or interact with search banners for related terms. Participants can view their collected digital friendship beads and profile frames on the in-app experience’s homepage, with achievements for completed tasks appearing as pop-up messages.
Since the start of Taylor Swift's Eras Tour in March 2023, related hashtags have been prominently featured on TikTok, amassing over 5 million creator videos. The platform has been a hub for fans to express their creativity and connect with others, enhancing their overall experience of the tour.
TikTok continues to roll out unique experiences for fans and artists alike, having previously launched the "Tortured Poets Department" in-app feature, which generated over 3.2 million creator videos. Hashtags related to Taylor Swift, such as #SwiftTok and #TaylorsVersion, remain highly popular, with millions of video creations contributing to the community’s engagement.
Source: TikTok
Khloé Kardashian Partners with X for New 26-Episode Video Podcast
LOS ANGELES, June 21, 2024, (V SOCIAL MEDIA OF HOLLYWOOD) - Khloé Kardashian and X have announced a new partnership for a 26-episode video podcast series, set to launch exclusively on the platform this fall. The series, which will be produced by PAVE Studios under their OpenMind brand, will explore a range of topics through Kardashian’s perspective, blending humor and relatability.
Kardashian, known for her entrepreneurial ventures and media presence, will star in and produce the podcast. The show is part of X’s initiative to expand its original content offerings, focusing on talent-driven concepts while allowing creators to retain ownership of their content. Each episode will have a 24-hour exclusive window on X before being available on other platforms.
Expressing her enthusiasm for the project, Kardashian stated, “I have a genuine curiosity about so many topics and I try to see the positive in everything. I can’t wait to explore, listen, and learn through this exciting journey. Thank you X for taking this ride with me.”
Linda Yaccarino, CEO of X, commented on the partnership: “When thinking about the bold voices with global reach that X wants to stand behind, Khloé Kardashian is our perfect partner. This series demonstrates X’s commitment to empower creators to use video content as a means to enterprise every aspect of their business. I can’t wait for the world to tune in to her compelling conversations, and to provide her with a platform that will showcase her vision to a worldwide audience.”
The series will be produced by PAVE Studios, with Max Cutler as the executive producer. Cutler, founder of PAVE Studios, emphasized the studio’s mission: “PAVE Studios is all about empowering creators, offering them a suite of top-tier resources, including the highest quality production, so they can unleash their creativity. That’s why we’re excited to partner with Khloé Kardashian on her new series. Khloé's natural curiosity and genuine passion for having thought-provoking and meaningful conversations align perfectly with OpenMind's mission to create a space where people can ignite their minds and broaden their perspectives with curiosity-inspired content."
This partnership with Kardashian is part of a series of recent announcements by X, including exclusive deals with Swizz Beatz and Timbaland for their multimedia platform VERZUZ, and with women’s soccer star Midge Purce for a new reality series, Offseason FC.
For more information on Khloé Kardashian’s new series and to sign up for updates, follow X News.
Source: X News
Reddit CEO Steve Huffman Highlights Importance of Real Conversations at Cannes Lions 2024
Photo Credit: Reddit
CANNES, June 20, 2024 (V SOCIAL MEDIA HOLLYWOOD) - At the Cannes Lions 2024, Reddit CEO Steve Huffman delivered a compelling address focusing on the critical importance of authenticity and community engagement in the modern digital landscape. Speaking to an audience of marketers and industry professionals, Huffman underscored how genuine human interactions are essential amidst the rise of AI and synthetic content.
Huffman began by reflecting on Reddit’s extensive history of fostering real human conversations. "Nineteen years of human conversation at Reddit has led to 16 billion-plus posts and comments - and counting," he said, highlighting the platform's role as a hub for authentic discussion among people with shared interests.
He elaborated on the importance of community-driven content, especially in an era where trust in traditional information sources is declining. Huffman noted, "Sports communities are some of the largest on Reddit and they are foundational to the platform." He explained that these communities not only fuel fandom but also provide a trusted space for users to discuss and engage deeply with their interests.
In his remarks, Huffman also addressed the shifting expectations around search and information consumption, driven by the growing influence of social media and community-based platforms. He pointed out that the sense of community on Reddit helps foster trust and authenticity, which are increasingly sought after in the digital age. Huffman stated, "You don't age out of community (or of Reddit)," emphasizing that Reddit's platform is designed to evolve with users, accommodating their changing interests and needs over time.
Huffman’s comments at Cannes Lions illustrate Reddit's commitment to maintaining a platform where genuine conversations can thrive, in contrast to the growing trend of algorithmically generated content. His insights underline the value of community and real human interaction in building trust and fostering engagement in today’s digital world.
For more insights on Steve Huffman’s presentation and Reddit’s community-focused approach, visit Reddit’s website.
Source: Reddit
YouTube Introduces Contextual Notes Feature for Video Content
Mock Display: For Illustrative Purposes Only ● Photo Credit: Youtube
SAN BRUNO, Calif., June 17, 2024 (V SOCIAL MEDIA OF HOLLYWOOD) - YouTube has announced the launch of a new feature aimed at enhancing the viewer experience by adding contextual notes to videos. This feature, which is currently in the testing phase, allows users to provide relevant and timely information directly under video content to help clarify and contextualize what viewers are seeing.
The initiative builds on YouTube's previous efforts to add context to videos, such as information panels and requirements for disclosing altered or synthetic content. The new notes feature is designed to address various scenarios, such as indicating when a song in a video is a parody, alerting viewers to the availability of new versions of a product, or clarifying when older footage is being shown as a current event.
Initially, the feature will be available on mobile devices in the United States and will be presented in English. YouTube plans to learn from the pilot phase and refine the system based on user feedback. The company anticipates that there may be some mistakes during the test, such as notes that may not be fully relevant or contain inaccuracies. However, these issues will be addressed as part of the learning process to improve the feature over time.
During the initial rollout, a limited number of eligible contributors, chosen based on their adherence to YouTube's Community Guidelines and their active participation on the platform, will be invited to write notes. These contributors will help test the feature and provide feedback for further development. Viewers in the U.S. will start seeing these notes appear on videos in the coming weeks.
In this test phase, third-party evaluators will rate the usefulness of the notes. These evaluators are the same individuals who provide feedback on YouTube’s search results and recommendations. The evaluation will help train YouTube's systems to better identify and display helpful notes. Over time, YouTube plans to expand the feature and allow more users to contribute and rate notes.
The notes will be publicly visible under videos if they are deemed broadly helpful. Users will have the opportunity to rate the notes as “helpful,” “somewhat helpful,” or “unhelpful,” and provide reasons for their ratings. The feedback will be used to improve the feature and ensure that the most valuable information is displayed.
YouTube's new contextual notes feature aims to provide viewers with more relevant information and help them better understand video content. The company is looking forward to receiving feedback from users, contributors, and creators to enhance the feature and support overall information quality on the platform.
Source: YouTube
TikTok Launches Symphony Digital Avatars and AI Tools for Enhanced Creative Content
NASHVILLE, Tenn., June 17, 2024 (V SOCIAL MEDIA OF HOLLYWOOD) - TikTok has introduced Symphony Digital Avatars, a new feature in its Symphony suite of ad solutions powered by generative AI. This launch aims to help brands and creators produce TikTok-first content that resonates with audiences worldwide.
Symphony Digital Avatars are part of a broader initiative by TikTok to provide businesses and creators with tools that blend human creativity with AI-powered efficiency. The new feature offers two types of avatars: Stock Avatars, which are pre-built using paid actors, and Custom Avatars, which can represent a specific creator or brand spokesperson in multiple languages. These avatars are designed to help brands add a human touch to their content and scale their creative strategies globally.
"At TikTok, we aim to empower creators and propel their creativity to a global audience with the power of generative AI," said Andy Yang, Head of Creative Product at TikTok. "Symphony Digital Avatars unlock a new avenue for creators to scale their opportunities with brands globally. We aim to fuel the creator economy by investing in creative solutions that spark joy, imagination, and action."
The Symphony AI creative suite also includes AI Dubbing, a global translation tool that enables creators and brands to translate their content into more than ten languages, facilitating communication with a broader audience. This tool detects the original language in a video, transcribes, translates, and produces a dubbed version in the selected languages, making it easier for creators to reach diverse audiences.
TikTok has also launched the Symphony Collective: Industry Advisory Board, which includes a range of content creators and industry leaders. The collective aims to provide feedback on TikTok’s AI marketing solutions and foster discussions on the responsible use of AI in creative marketing.
David Ma, a filmmaker and TikTok creator, expressed his enthusiasm about joining the collective: "TikTok has been a pioneer in providing creative tools that allow me to effectively collaborate with brands and create lasting, long-term brand relationships. I'm honored to be a part of The Symphony Collective to help test and build their new creative AI solutions."
Anthony Hamelle, Executive Director of Digital, Social & Innovation at TBWA/Chiat/Day US, also commented on the initiative: "TikTok has been a remarkable force for more open, diverse, and bold forms of creativity. With GenAI as a creative catalyst, this stage that welcomes thousands of creators and communities will become even more dynamic."
For more information on TikTok's Symphony tools and how they can help enhance your content, visit TikTok for Business.
Source: TikTok
Pinterest Introduces New AI Tools and Brand Safety Features for Advertisers
NEW YORK, June 14, 2024 (V SOCIAL MEDIA OF HOLLYWOOD) – Pinterest has announced the introduction of new artificial intelligence (AI) tools designed to enhance creative content and campaign performance for advertisers. Additionally, the company is expanding its brand safety measures to provide a more secure advertising environment. These updates were revealed ahead of the Cannes Lions International Festival of Creativity.
Pinterest is launching Pinterest Ad Labs, an innovation program for select brands to test new creative and advertising tools. The program includes features such as personalized background generation and interactive shopping capabilities through collages. Pinterest Ad Labs aims to encourage experimentation and gather feedback to quickly bring new tools to market.
The personalized background generation feature, currently being tested in the U.S., utilizes Pinterest’s generative AI to create customized lifestyle backgrounds for Product Pins based on users’ aesthetic preferences. This feature allows products to be displayed in settings that reflect popular styles such as "Japandi," “Organic Modern,” or “Minimalism.”
In addition to personalized backgrounds, Pinterest is introducing collages as a new way for users to curate, share ideas, and shop on the platform. This feature allows users to create collages by cutting out and reassembling visual elements. Selected advertisers can tag products in their collages and promote them as Showcase or Collection ads. Early testers of this feature include brands like Nike, Wayfair, and NYX Professional Makeup. Wayfair reported a 28% increase in cost-per-click efficiency and 5.4 times higher engagement compared to benchmarks for their retail vertical.
Pinterest is also introducing Pinterest Performance+, a suite of AI-powered tools aimed at improving campaign performance and simplifying the campaign creation process. Early testing of Performance+ showed that most advertisers experienced a more than 10% improvement in cost per acquisition for Conversion and Catalog sales campaigns, as well as a more than 10% improvement in cost-per-click for Consideration campaigns.
In the area of brand safety, Pinterest has partnered with Integral Ad Science (IAS) to provide brand safety measurement across all monetized markets. This initiative is aligned with the Global Alliance for Responsible Media (GARM) framework and ensures that 99% of measured ad impressions on Pinterest are classified as brand safe. Additionally, Pinterest is integrating with DoubleVerify (DV) to offer advertisers global brand safety and suitability measurement for their campaigns. Initial testing with DV indicated that over 99% of measured impressions were considered safe.
For more information about Pinterest's new tools and brand safety measures, visit Pinterest.
Source: Pinterest
OpenAI Appoints Sarah Friar as CFO and Kevin Weil as CPO
SAN FRANCISCO, June 11, 2024 (V SOCIAL MEDIA OF HOLLYWOOD) - OpenAI has announced the addition of Sarah Friar as Chief Financial Officer (CFO) and Kevin Weil as Chief Product Officer (CPO). These appointments are part of OpenAI's strategy to advance its mission of conducting leading AI research and developing products that benefit a wide range of users.
Sarah Friar, formerly the CEO of Nextdoor and CFO at Square, brings extensive financial expertise to OpenAI. She has also held positions at Goldman Sachs, McKinsey, and Salesforce. Friar is a Board Member at Walmart and Consensys, a Fellow at the Aspen Institute, and Co-Chair of the Stanford Digital Economy Lab. Her role at OpenAI will focus on supporting core research investments and scaling the company to meet the needs of a growing customer base.
Kevin Weil, who previously served as President of Product and Business at Planet Labs, will lead OpenAI's product team. Weil's career includes roles as co-founder of the Libra cryptocurrency, VP of Product for Novi at Facebook, VP of Product at Instagram, and SVP of Product at Twitter. He is also a member of the Council on Foreign Relations and serves on the boards of The Nature Conservancy and the Black Product Managers Network. Weil’s focus at OpenAI will be on applying research to develop products and services for consumers, developers, and businesses.
OpenAI CEO Sam Altman stated, “Sarah and Kevin bring a depth of experience that will enable OpenAI to scale our operations, set a strategy for the next phase of growth, and ensure that our teams have the resources they need to continue to thrive.”
Friar expressed her enthusiasm for joining the team, saying, “I’m honored to join a team that is uniquely talented and mission-focused. My goal is to help OpenAI continue excelling at what it does best—producing top-tier research and collaborating to maximize the benefits of AI tools for everyone.”
Weil also shared his excitement about the new role, stating, “The product team at OpenAI has set the pace for both breakthrough innovation and thoughtful deployment of AI products. I am thrilled to be part of the next phase of growth, as we continue to safely and responsibly build towards AGI.”
OpenAI aims to continue its focus on AI research and product development to benefit a diverse user base, including consumers, developers, and large companies worldwide.
For more information about OpenAI and its new leadership appointments, visit www.openai.com.
Source: OpenAI
Kansas City Chiefs Launch "Back-to-Back Greatness" Campaign Narrated by Jon Hamm
Video via Kansas City Chiefs Football Club Inc.
KANSAS CITY, Mo., June 10, 2024 (EntertainmentInterviews.com) - The Kansas City Chiefs have launched a new campaign titled "Back-to-Back Greatness" to celebrate their consecutive Super Bowl victories. The campaign, which includes a special video spot, highlights the team's recent achievements and sets the stage for their upcoming Super Bowl LVIII ring ceremony.
Narrated by Jon Hamm, a Missouri native and acclaimed actor, the campaign video was directed and produced by Jasper Cicero of Words + Pictures. The video features Chiefs players Trent McDuffie and George Karlaftis, who were both pivotal in securing the team's back-to-back championships. The spot showcases iconic moments from the Chiefs' history, ranging from the era of Founder Lamar Hunt and QB Len Dawson to the current leadership of Chairman and CEO Clark Hunt and QB Patrick Mahomes.
In the campaign video, McDuffie and Karlaftis explore a gallery filled with Chiefs memorabilia and paintings that commemorate significant moments in the team's history. The video also highlights each of the Chiefs' Super Bowl rings, produced by Jostens, alluding to the forthcoming ring for their recent championship win.
Chiefs President Mark Donovan emphasized the significance of the ring ceremony, stating, "A championship ring ceremony is one of the most unique nights in the sports world as it represents the culmination of a year's worth of work on- and off-the-field and marks the last time players, coaches and staff will celebrate together before turning the page to the next season. Winning back-to-back championships is an incredible achievement and having the chance to commemorate the season this way is a truly special privilege."
The full "Back-to-Back Greatness" video is available for viewing on the Chiefs' official website and YouTube channel. Fans are encouraged to follow the Chiefs on social media for exclusive content related to the ring ceremony, including Red Carpet coverage, highlights, and the unveiling of the new ring. Additionally, a behind-the-scenes documentary titled "Forging Greatness: Making the Chiefs Super Bowl LVIII Ring" will be released on June 20 on the Chiefs' YouTube channel and will debut at the Cannes Lions International Festival of Creativity in France.
Jostens, the official championship ring manufacturer for the Chiefs, has crafted all of the team's Super Bowl rings. Following the official unveiling of the new ring, a fan collection inspired by the championship ring will be available on Jostens' website.
For more information and to watch the campaign video, visit www.chiefs.com.
Source: Kansas City Chiefs via PR Newswire
Gen Z Becoming Skeptical of Influencers and Sustainability Claims, Study Finds
VANCOUVER, Canada, June 10, 2024 (VSNewsNetwork.com) - A new report by Rival Technologies and Reach3 Insights reveals shifting attitudes among Gen Z consumers towards social media influencers and sustainability messaging. The study, based on a survey of 750 Gen Z individuals in the US and Canada, highlights changes in online shopping behaviors, brand loyalty, and perceptions of influencer marketing.
According to the research, social media continues to play a significant role in product discovery for Gen Z, with Instagram, TikTok, and YouTube being the top platforms used to find new brands. However, the path from discovery to purchase is complex, with only 18.4% of online shoppers in this age group completing purchases through social media channels. In contrast, 88.2% prefer online marketplaces like Amazon and Etsy, and 74.6% opt for brand websites.
The study indicates a growing skepticism among Gen Z towards influencer marketing, with nearly half of the respondents expressing reluctance to buy products recommended by influencers. Many participants described paid influencer partnerships as “very insincere” or “annoying.”
“Influencer marketing is at risk of facing a serious reckoning,” stated Paula Catoira, Chief Marketing Officer at Rival Group. “To ensure ROI from influencer partnerships, brand marketers need to understand their Gen Z customers and align their marketing strategy with the needs of this audience.”
The report also shows that while 42.9% of Gen Zs prefer sustainable products when available, cost and budget considerations remain crucial in their purchasing decisions. This is exemplified by the continued popularity of fast fashion despite its environmental impact.
“Our research highlights how the attitudes and behaviors of Gen Zs can shift significantly as they go through different life stages and as socio-economic factors evolve,” said Andrew Reid, CEO and Founder of Rival Technologies. “To get accurate and nuanced insights on Gen Zs and win their loyalty, brands need to engage with these young consumers on an ongoing basis and do it in a way that’s aligned with their expectations and behaviors.”
The findings come from the 2024 Gen Z Marketing and Engagement Report, which utilized Rival Technologies' conversational research platform to gather quantitative, qualitative, and video feedback from respondents. This approach, which encourages candid participation, has been employed by companies such as Warner Bros. Discovery, REVOLT TV, and Coca-Cola to gain valuable consumer insights.
For more information on the study and Rival Technologies’ research methods, visit rivaltech.com or reach3insights.com.
Source: Rival Technologies and Reach3 Insights via Social Media Today
WhatsApp Introduces New AI Tools and Meta Verified for Business Users
SAO PAULO, June 7, 2024 (V SOCIAL MEDIA OF HOLLYWOOD) - WhatsApp has unveiled a suite of new features aimed at enhancing business interactions on the platform. Announced at Conversations, an annual business messaging event held in Sao Paulo, Brazil, these updates are set to transform how businesses and customers connect through WhatsApp.
Key updates include the introduction of AI tools designed to improve customer service, the rollout of Meta Verified for businesses, and enhanced support for larger businesses needing live call capabilities.
WhatsApp is integrating artificial intelligence to streamline customer interactions. The new AI tools are trained to respond to common questions, helping businesses quickly provide answers to customers. This aims to enhance the customer service experience by reducing response times and ensuring that customers can easily find the information they need.
Additionally, these AI tools will assist businesses in creating targeted advertisements on Facebook and Instagram. For example, the AI can remind customers of items left in their cart or offer discounts to encourage purchases they have been considering.
Meta Verified is now being introduced on the WhatsApp Business app in countries including Brazil, India, Indonesia, and Colombia. A Meta Verified badge indicates that a business has registered its information with Meta, providing customers with a verified and trustworthy contact.
Businesses that opt for Meta Verified will benefit from enhanced account support, including protection against impersonation. They will also have the ability to use WhatsApp across multiple devices, facilitating easier management for larger teams.
WhatsApp is expanding its support for larger businesses by introducing a new feature that allows customers to call businesses directly through the app. This feature is currently being tested and will enable users to make live calls for more complex inquiries, such as handling detailed travel arrangements or setting up new bank accounts.
According to WhatsApp, "this update aims to simplify the process for customers who need to speak with a business representative directly, providing a more efficient way to resolve their queries."
These updates reflect WhatsApp's commitment to enhancing the functionality of its platform for business users, making it easier for companies to manage customer interactions and improve service delivery.
Source: Meta
Research Reveals Importance of Balancing Active and Passive Attention in Marketing
HOLLYWOOD, June 4, 2024, (V SOCIAL MEDIA OF HOLLYWOOD) - In a recent study conducted by Amplified Intelligence, a company founded by media science researcher Dr. Karen Nelson-Field, findings suggest that successful marketing strategies should balance both Active and Passive Attention to optimize results. The study utilized advanced techniques such as eye tracking and device usage to measure how people engage with information.
Stacy Malone, VP of Global Business Marketing at Pinterest, highlighted the growing complexity of capturing consumer attention in an increasingly distracted world. "Brands often believe that breaking through the noise means being the loudest in the room. But modern marketers already know: Attention is more complex than you might think," Malone said.
The study identified Total Attention as a crucial metric, which combines Active and Passive Attention. Active Attention involves conscious focus, often driven by high-impact digital sponsorships or major TV moments. Conversely, Passive Attention is more subconscious, such as listening to background music while performing other activities. Both types of attention were found to be significant in driving marketing outcomes.
A key finding from the research is the efficiency of Passive Attention tactics. While Active Attention strategies tend to be more expensive, Passive Attention techniques proved to be more cost-effective. The study found that media plans targeting Passive Attention drove 6.7 times more attentive seconds per dollar spent compared to those focusing on Active Attention.
Malone emphasized the importance of incorporating both types of attention into marketing strategies. "People shift between Active and Passive Attention modes all day, without even realizing it. So rather than choosing an approach that captures one type of attention, build a strategy that plans for both," she explained.
The study also revealed that Pinterest performed exceptionally well in capturing Total Attention. Ads on Pinterest delivered 170% more Total Attention and 7.3 times more Passive Attention compared to other platforms. Additionally, users on Pinterest scrolled past ads 1.5 times more slowly than on other platforms, contributing to higher engagement.
According to Malone, the positive user experience on Pinterest plays a significant role in these outcomes. "We want people to feel good on our platform, so we’ve created a place that inspires people to take action in their own lives. And when they come to Pinterest, they’re taking their time," she said.
The research highlights practical strategies for advertisers to enhance attention on Pinterest, such as placing ads in relevant contexts and creating emotionally engaging content. Ads shown in a relevant context increased Active Attention by 60%, and ads with high levels of happiness and surprise drove more attentive seconds.
For marketers aiming to maximize their media plans, understanding and leveraging Total Attention can provide a competitive edge. As the industry moves towards standardizing attention metrics, these insights offer valuable guidance for creating more effective marketing strategies.
For more information, read the full study here.
Source: Pinterest
ByteDance Appoints John Rogovin as Global General Counsel
June 3, 2024, (V SOCIAL MEDIA OF HOLLYWOOD) - ByteDance announced the appointment of John Rogovin as the company’s new Global General Counsel. Rogovin's role will include oversight of TikTok, one of ByteDance's most prominent platforms.
Rogovin previously served as General Counsel for Warner Bros. for over twelve years, where he oversaw legal operations for the company’s production and distribution of film and television in more than 135 countries. His responsibilities at Warner Bros. included handling intellectual property, litigation, privacy, compliance, regulatory enforcement, and mergers and acquisitions. Before Warner Bros., Rogovin worked as a partner in private practice at two top international law firms, specializing in litigation and regulatory proceedings. He also held positions as General Counsel of the US Federal Communications Commission and Deputy Assistant Attorney General in the Civil Division of the Department of Justice.
"We are very happy to welcome John to our leadership team. He joins us with vast experience and expertise from his roles in public service, distinguished law firms, and as a leader in the entertainment industry. John brings strong legal instinct and a proven track record of successfully leading global teams that I know we will benefit from greatly as a company," said Liang Rubo, CEO of ByteDance.
Shou Chew, CEO of TikTok, added, "I'm pleased to welcome John to our leadership team. Over the last few years, we have worked tirelessly to build trust and navigate unprecedented legal and regulatory environments globally. Building upon the strong foundation of our Global Legal team, I know John is eager to hit the ground running during this important time for the Company."
Rogovin expressed his enthusiasm for the new role, stating, "I am incredibly excited to be joining this world-class team and look forward to helping to ensure that our platforms continue to provide a critical forum for more than two billion users worldwide to entertain, teach, and connect with one another."
Rogovin's appointment follows the announcement by departing General Counsel Erich Andersen, who will step down in June to take on the role of special counsel to the company. Rogovin will report to Rubo, with a dotted line to Chew, effective June 1.
Source: Tik Tok