Hello fellow marketers and social media managers!

Hi. 🙂 

My name’s Mark Valasik and this is my Marketing Right Side Up (or MKTRSU) newsletter (and also Youtube channel, and TikTok and Instagram). I help brands do honest and meaningful marketing strategies in a world of dishonesty and short-term tactics.

This is a (hopefully) weekly format with Social Media News One Liners for the past week and my take on 1 or more significant topics that I either want to share with you, educate you and generally bring attention to.

Hope you’ll enjoy!

Social Media News in 1 Sentence | May 2024 Week 1

Google

• Gemini mobile app now available in more languages. 2024-05-03

Linkedin

• Launches 3 games to increase user retention on platform. 2024-05-01

• Allows publishers to bake pre-roll ads into organic video content. 2024-05-02

Meta

• Launches new AI-powered tools for advertisers (organic prediction models, image expansion and multi-destination product ads in Reels, all powered by Advantage+). 2024-05-03

Facebook

• Will soon allow users to directly share a reel as a story. 2024-05-02

Instagram

• Updates algorithm to boost reach for smaller creators AND clap on aggregator accounts that steal content. 2024-05-01

• Tests new ‘Clear Mode’ for Reels. 2024-05-02

Pinterest

• Revenue surges on popularity of shopping push. 2024-05-01

• Says its AI-powered collages are now more engaging than Pins. 2024-05-01

TikTok

• Shop tops 500,000 US sellers after e-commerce launch. 2024-05-01

• Beijing tightens grip on social media giants with new rules. 2024-05-01

• And Universal Music Group to settle royalty dispute. 2024-05-02

• Expands premium ad slots and new brand safety controls. 2024-05-02

• TikTok-ByteDance President rips U.S. push for a ban, declares determination. 2024-05-03

• Fights to keep China platform out of U.S. addiction suits. 2024-05-03

• TikTok Notes offers users $60 amazon gift card to answer survey. 2024-05-03

Twitch

• TikTok-like discovery feed is rolling out to all users. 2024-05-01

X

• Shows significantly fewer moderation staff than other platforms. 2024-05-01

• Looks to water down blocking to increase transparency. 2024-05-01

Youtube

• Excited about pause screen ads coming for your TV. 2024-05-02

• Reported a local issue uploading new videos. 2024-05-03

Want to check back Social Media News One Liners for all of April 2024?
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The Story of the Month April

The TikTok Ban Bill Saga: From Proposal to Passage

Let’s talk about something that’s been dominating our feeds lately—the TikTok ban bill. Just a short while ago, I brought you an update on the then-proposed legislation that seemed as rushed as a last-minute campaign launch. Little did we know, the plot was about to thicken.

Initial Concerns and a Quick Congressional Pass

Initially, my skepticism was high. The bill, aiming to force ByteDance to divest TikTok to a U.S. entity, sprinted through Congress faster than a viral TikTok video. Despite many sources indicating skipped critical security briefings, it moved from proposal to a Congressional vote in record time. This rushed process, lacking thorough investigation and deliberation, was a red flag from the start.

I’ve talked about the rushed nature and reasons why I think the bill won’t pass the Senate vote in my first video:

A Surprising Senate Strategy

Fast forward to now, and the bill not only passed the Congressional hurdle but has made it through the Senate. How, you ask? Through a legislative strategy as old as time—bundling. By tying the TikTok bill with urgent global issues like aid for Ukraine and Israel and sanctions against Iran, the bill rode the coattails of more pressing matters into a speedy approval. This bundling ensured that a bill, which might have faced more scrutiny or delay on its own, passed amid a package of high-stakes legislation.

Updated Legislation and Its Implications

In response to potential loopholes I discussed previously—like ByteDance possibly spinning off TikTok to a non-adversarial foreign entity—the bill was updated. Now, it covers all previously affiliated companies and applications, not just social media platforms. This broad approach means the bill could impact a range of apps associated with foreign adversaries, not just TikTok but also others like CapCut and possibly even platforms not directly related to social media.

As I mentioned in my second video:

The Broader Impacts for Digital Marketers

For us in the digital marketing world, this development is more than just a headline. It signals a need for agility and readiness to adapt to a swiftly changing toolset. The implications stretch beyond TikTok, affecting how we engage with global audiences and manage content creation across platforms. As digital marketers, adaptability is part of our DNA, but this scenario underscores the importance of staying informed and ready to pivot.

Staying Ahead in a Shifting Landscape

With the U.S. President already having signed the bill into law, the landscape of social media and digital marketing is set for a significant upheaval. Rumors swirl around potential investors like Apple or Oracle stepping in, yet there’s talk that ByteDance might rather sunset TikTok than divest. Navigating this legislative maze requires us to stay acutely informed, as the tools and strategies we depend on could shift overnight.

Conclusion

As we reflect on the rapid passage of the TikTok ban bill, it's interesting to note the context of lobbying efforts within the same timeframe. Just as I noted in a recent video, the lobbying prowess that likely influenced the bill's swift movement was noteworthy. And, speaking of lobbying, Meta has just set a new record in its own right. In the first few months of 2024, Meta spent a staggering $7.6 million engaging with the U.S. government—a 64% increase from its spending in the previous quarter and more than a third of what it spent in all of last year. This expenditure is notably higher than that of other tech giants like Apple, Google, and Microsoft, each of whom spent around $2 to $3 million. Amazon was a distant second to Meta, spending $4.4 million.

The timing of this disclosure, coming shortly after the TikTok bill's passage, adds a layer of humor to the situation. While I'm not suggesting a direct conspiracy, the coincidence of these events provides food for thought and a good chuckle. It's a reminder of the complex, intertwined world of politics, technology, and business where strategic investments can significantly shape legislative outcomes.

Keep tuning in, and let’s navigate these choppy waters together. Until next time, let’s keep adapting, strategizing, and thriving in this ever-evolving digital landscape.