Hello fellow marketers, solopreneurs, freelancers, business owners, but mostly, social media managers!

My name’s Mark Valasik and this is my second edition of 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 week we have POOPTON of Social Media News, summarized to you in bite-sized form by yours truly, this time also with clickable links! I heard your feedback, thank you, enjoy!

Also, this week’s topic are ALGORITHMS and how to use them to your advantage.

Read along!

Social Media News One Liners for May 2024 Week 2

Global

• Kendrick/Drake rap feud becomes a meme phenomenon.

• AI-generated deepfakes of celebrities at Met Gala flood social media.

• Social media marketers advised to focus on entertainment over engagement.

• Social media platforms struggle with international legal obligations.

• AI and social media effectively track mental health trends.

Bluesky

• Bluesky to enhance platform with DMs, video, and custom feeds.

• Jack Dorsey leaves and criticizes Bluesky for repeating Twitter's errors.

Linkedin

• LinkedIn introduces engaging daily games.

• LinkedIn shares marketing campaign optimization tips.

Meta

• Meta debuts AI tools for ad optimization on Instagram and Facebook.

• Meta Business Suite adds new message filter on iOS.

• Meta introduces expansive paid verification for businesses.

• Meta adds advanced AI tools for advertisers to enhance ads.

• Business Suite added "Review" feature for pre-publish checks.

• Business Suite now able to manage Facebook Page broadcast channels from desktop.

• Business Suite added ablity to create ready-made Reels from desktop.

Facebook

• Facebook tests new profile picture shape in Stories.

• Meta Verified tests new discovery features on Facebook.

• Facebook renames "Orders" shortcut to "Finds."

• Facebook testing new "Upload Video" button for Pages.

Instagram

• Instagram introduces four new interactive stickers for Stories.

• Instagram soon to launch Broadcast Channel for business accounts.

• Instagram rebrands spam filter feature in followers tab.

Threads

• Threads lets users control quote permissions on posts.

• Threads tests new display features for better readability.

• Threads tests in-feed post creation sheet.

• Threads now shows "Post views" in EU.

Whatsapp

• WhatsApp tests new storage management feature in iOS beta.

• WhatsApp tests "Events" feature for Communities on iOS.

OpenAI

• OpenAI developing a tool for content creators to opt out of AI training.

• OpenAI aims to increase transparency in AI content generation.

• OpenAI debates allowing AI-generated adult content.

Pinterest

• Pinterest launches Media Buyer certification course.

Reddit

• Reddit adds new swipe gestures for posts and comments.

• Reddit introduces new ad formats as it goes public.

• Reddit tests site-wide French translation and sub-specific features.

Snapchat

• Snapchat introduces Instagram-like templates for videos.

• Snapchat beta tests new "Lens Invocation" app clip.

• Snapchat adds update countdown for Plus subscribers.

• Snapchat rebrands as the 'happiest place' online for users, businesses.

• Snapchat tests profile tab for switching between profiles.

Substack

• Substack recruiting TikTok stars with new 'creator studio' program.

TikTok

• Analysis of TikTok's AI algorithms and their social impact.

• 61% of TikTok users discover new brands on the platform.

• TikTok's deep ties with ByteDance challenge its independent claims.

• Livestream shopping on TikTok complicates fake merchandise detection.

• TikTok sues US government over 'unconstitutional' ban.

• TikTok offers free webinar on campaign and creative optimization.

• TikTok to label AI-generated user content globally.

• TikTok ads boost sales of obscure book amid ban rumors.

X

• X modifies blocking feature to increase transparency.

• X now allows sorting of Community posts.

• X's Stories now feature AI-driven content for Premium users.

• Elon Musk limits spam by restricting replies on X.

• EU probes X for content moderation and AI risks.

• Twitter launches Grok AI in the EU and UK

• X to let advertisers create ad audiences with AI descriptions.

Youtube

• YouTube tests Gen AI Ideas Generator in Studio with selected creators.

• YouTube simplifies ad campaign creation within its platform.

• YouTube enhances EU election integrity measures.

Want to check back Social Media News One Liners for all of April 2024?

I got you! Click here.

Mastering the Algorithms of TikTok, YouTube Shorts, and Instagram Reels

This week I’m here with your go-to guide for understanding and leveraging the unique algorithms of TikTok, YouTube Shorts, and Instagram Reels; exploring why you can't just recycle one video across all three platforms to expect stellar results and sharing some tips how you might get at least close to them.

Before we start tho, there needs to be some things cleared out:

Algorithm is NOT your enemy, not something to hack.

Algorithms are predictive models trying to please the audience the most. They need their viewers to be happy, hooked and stay on the platform. That’s why “algorithms” know their audiences best and why creators tend to “blame” algorithms. It’s a vicious cycle but at its end there’s always the viewer.

NOT THE CREATOR.

Creators are providers of fun here. So much fun actually, that there’s daily MORE CONTENT THAN VIEWERS. Hence why platforms try to select the best content of the best to serve its crowds.

So this is my tip #1 - create the best content you can.

No hard sales. No direct company promo. Noone cares.

Create fun, entertaining, relatable or intriguing content.

Hook the viewer, delay payoff, deliver on promises.

No popular songs, hashtags, hacks or whatever voodoo will beat this. But there are some specifics and intricacies, so let’s dive into them

If you prefer, watch it in this week's video instead

Decoding TikTok’s Algorithm

TikTok isn't just about catching trends; it's a robust search engine heavily utilized by Gen Z. The platform categorizes content intricately, making it essential for creators to align their videos with precise keywords from the get-go. For instance, if your video focuses on fitness hacks, make sure your description, captions, and spoken words within the video itself highlight these keywords prominently. TikTok rewards such clarity with better categorization, enhancing your content's discoverability. Also, while frequent posting was once touted, what now holds more weight is creating content that keeps viewers hooked till the very end, thereby improving retention rates significantly. TikTok started punishing too short videos that try to milk the retention to the max, so take care what length your video has. Long gone are the days when tagging #FYP (for you page) was the ultimate “hack”. Also, long gone are days of too many hashtags. TikTok now understands the context of your video, tries to categorize it, serves it to FYP automatically and decides how to spread it further based on the reaction of organic viewers. Just make sure you don’t listen to the TikTok “gurus” trying to persuade you you have to toss away your phone to maximize virality (there’s really prevalent myth about closing the app right after uploading helping your reach lol).

Leveraging Instagram Reels

Instagram Reels thrives on user engagement but is evolving. The platform’s early 2024 algorithm prioritizes interactions from your existing follower base more than ever. For instance, a reel that loops perfectly and directs viewers to read the caption can result in astronomical viewer retention rates—imagine achieving 1000% viewer retention with a well-looped 3-second video paired with a compelling 30-second caption. This metric isn't just impressive; it's crucial for virality on Reels. As of May 2024, Instagram has adjusted its algorithm to automatically expose your content to non-followers based on how these viewers engage with your posts. This shift means that your content's success now largely depends on its ability to resonate not just with followers but also with potential new audiences. This system is a combination of TikTok’s and Youtube’s algorithm. That doesn’t mean that the same content will work on all three tho!

Optimizing for YouTube Shorts

YouTube Shorts operates on a unique tiered exposure system, initially presenting your content to a small group to gauge engagement and retention. If your short performs well against similar content, it’s promoted to a larger audience, and so on. This system emphasizes the importance of standout content in the first few seconds to hook viewers immediately. Unlike other platforms, YouTube can transcribe and categorize your content almost instantly on its own (unlike TikTok), so relying on tags does not cut the check anymore and creators need to focus more on the content itself. Therefore, ensuring your Shorts are immediately engaging and clearly address the interests of your target audience can lead to exponential view growth, HOWEVER user satisfaction is the most needed here. Unlike Instagram, Youtube Shorts CRAVE user satisfaction. Clickbait days are over, we need content that delivers on promises!

Crafting Platform-Specific Content

To excel on these platforms, tailor your content to fit each one's algorithmic preferences:

TikTok: Focus on authenticity and immediate engagement. A catchy start and clear keyword usage can make a huge difference. Don’t delve too much on editing and flashy effects. Raw hand-held camera view, headphone microphone in your hand or simply recording while doing your morning routine (not the toilet kind) resonates the best with the audience here.

Instagram Reels: Engage your existing followers to boost interaction metrics that the algorithm favors, and design content that can easily loop or encourage viewers to engage with the caption. The more your current followers interact with your Reels and Carousels, the more will Instagram spread it to non-followers. For now. Since Mosseri announced the change for later in 2024, IG algorithm will start to distribute your content automatically to non-followers, and will decide whether to spread it more based on the reaction and interactions, which sounds great on paper, but basically takes control out of creators’ hands, since the non-followers are not used to interacting with their specific content and therefore it creates pressure on creators to create more engaging content every single time.

YouTube Shorts: Prioritize quick hooks and clear, engaging content that stands out in the first few seconds to hook the viewer, but deliver on satisfaction to maximize retention, so you progressively beat the tiered ranking system to become viral. High production value and scripted skits are the rewarded the most here among the platforms, while crude unedited content often falls short.

Conclusion

Understanding and adapting to the nuances of each platform’s algorithm is key to not just surviving but thriving in the competitive world of social media. By crafting your content to meet these specific demands, you’ll maximize your reach and engagement across TikTok, Instagram Reels, and YouTube Shorts.

And speaking about TikTok, don’t forget to check out my latest video on the potential TikTok ban—understanding these shifts is vital for every digital marketer.

Until next time, keep optimizing, and see you online!