Yelp Announces Its “Biggest Update In Years”

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Yelp has revealed 3 new features aimed to make it easier for brands to connect with customers and to improve user trust in the brands they find on the platform. 

These three features, which include a satisfaction guarantee program, implementing AI to deliver a better search experience, and more immersive videos, make up what Yelp is called its “most significant update in years.”

Below, we will explore each new feature and when you can expect to see it for yourself:

Yelp Guaranteed

What is it?: Yelp Guaranteed is a new customer satisfaction program that guarantees up to $2,500 back if you are not happy with home improvement work done by a verified business. Specifically, the announcement says that you’’ be able to submit a claim if you have problems resolving an issue directly with the business. 

Additionally, the company says verified businesses will receive a badge and may be prioritized in future search results on the site. 

When will you see it?: This program is gradually rolling out to both users and businesses in San Francisco, New York City, Chicago, Seattle, and Washington D.C. though the announcement says they hope to expand the program nationwide soon. 

To be a part of the Yelp Guaranteed program, your business must be a Request a Quote-enabled advertiser in these industries:

  • Movers
  • Plumbers
  • HVAC
  • Contractors
  • Landscapers
  • Electricians

Yelp says it hopes to be able to include other markets in the near future.

Enhancing Yelp Search With AI and Large Language Models

What is it?: Yelp is in the process of improving its search tools to include a slew of new abilities using AI trained with Large Language Models. Through this, the company has been able to better understand search intent and deliver  more precise and personalized results,

The first wave of these AI-enabled features to be revealed includes highlighting the most relevant parts of reviews for your needs, providing search suggestions based on search intent, clickable category tags, and even a way for the site to “Surprise Me” with dining suggestions.

When will you see it?: The first wave of these AI-powered search features seems to be rolling out to users across Yelp now, though the announcement suggests you can expect to hear about more AI-led features soon.

New User Engagement Features

What is it?: Yelp is using new visual and interactive features to make its platform more engaging and encourage users to share their own opinions and reactions. It will do this by introducing new reactions, new ways to share media in reviews, and providing ideas for generating more effective and informative reviews.

Specifically, the announcement highlights these three new features:

  • You can now include high-resolution videos up to 12 seconds long along with your text reviews and uploaded pictures.
  • Yelp will now suggest topics users may want to discuss when writing a review. Such as “food,” “service,” or “ambiance.”Once a reviewer has covered these topics, Yelp will mark each topic with a green checkmark. 
  • Respond with reviews with a wider range of review reactions beyond just “Useful,” “Funny,” and “Cool.” Now, users can select from more options including “Helpful,” “Thanks,” “Love This,” and “Oh no.”

For more about Yelp’s biggest update in years, read the full announcement here.

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Microsoft Advertising Cuts Twitter Access To Major Ad Tools

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Microsoft Advertising has begun alerting users that it is cutting support for Twitter across its platform starting April 25, 2023.

This means you will no longer be able to include Multiplatform Smart Campaigns or manage your Twitter account through the Digital Marketing Center (DMC). That includes being unable to schedule, create, or manage tweets and tweet drafts will be removed from the platform on that day.

Additionally, advertisers will be unable to view or track past tweets’ performance and engagement on the platform.

Why This Matters

This is notable for a few reasons. 

DMC is one of the leading tools used to manage multiple social media accounts from one location, including the crucial ability to respond to DMs from all major social networks without signing into multiple accounts and pages. 

This is because the tool is offered for free to all advertisers on Microsoft Ads and is integrated with Microsoft’s other social and paid ad tools for businesses. Once removed, this will create a significant hurdle for many advertisers wanting to manage social ads and engagement efficiently. 

This is also a major loss for Twitter, which has struggled to bring back advertisers since the takeover by Elon Musk. Estimates indicate that up to half of Twitter’s biggest advertisers have left since his purchase of the company.

Just this week, Musk has been making appearances at major marketing and advertising conferences in a bid to attract brands back to Twitter, but the loss of access through major social ad tools will only make Twitter a harder sell to the brands which have already left.

Meanwhile, Microsoft generated over $12 billion dollars in revenue for digital ads last year and is poised to make even bigger gains this year.

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New LinkedIn Ads Study Finds What Makes The Most Effective Ads

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If you’ve ever wanted to know the secret to get the best response on LinkedIn Ads, Vidmob’s recently released report on global advertising trends on the platform may be exactly what you’re looking for. 

The report breaks down every element of LinkedIn ads to show which visual elements, text, and creative strategies performed the best on the platform for driving B2B engagement. 

The findings come from over 800 million ad impressions tracked by brands paying for video ad campaigns on LinkedIn within North America and the EMEA region (Africa, Europe, and the Middle East). 

What Elements are Most Effective?

The report says video ads containing the following elements performed better than those that did not:

  • Videos that display messaging in the first quarter of the video saw a 149% boost in views through the first 25% of the ad.
  • Ads that are 7-15 seconds long received a 54% lift in engagement rates.
  • Videos with high text contrast saw a 102% lift in views through the first 25%.
  • Videos featuring a person within the first quarter received a 175% increase to views through the opening 25%
  • Ads that include the phrase “Get a Quote” received 33% higher click-through rates.
  • When ads show a brand logo within the first 2 seconds, they see a 17% increase to click-through rates.

Key Takeaways

From all the data and findings, Vidmob has made 5 key points advertisers should be aware of:

Video: “While short and sweet is the usual go-to for video length, for awareness plays in the tech industry, audiences are engaged with mid-length content too.”

Color: “Don’t shy away from bright hues in upper funnel assets.”

Terminology: “Make use of Tech industry jargon and relevant imagery in creative assets, such as ‘Data,’ ‘Leader,’ ‘Expert,’ and ‘Demand.’”

Functional Benefits: “Focus on functional benefits and how the products or solutions can add efficiencies for the audience.”

Branding: “Make sure some reference to the brand appears upfront in the first 3 sec of the creative.”

For more interesting findings about the best elements to use at each stage of the customer awareness journey, download the full report from Vidmob here.

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Twitter Makes Its Source Code Public, Here’s What You Need To Know

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Following leaks, Twitter has made its content recommendation algorithm completely available to the public – laying bare how the social network works and what sort of posts are most likely to succeed. 

Along with a lot of interesting details involving which types of content are best received, how your interactions with others affect you, and how poor grammar may hurt you, the code also includes a number of concerning details that have made human rights groups concerned. 

Let’s talk about all the most notable parts below:

Likes Count Most

Likes seem like the easiest type of interaction you can get from other users but don’t underestimate them. The code shows that likes are easily the most important type of engagement compared to retweets or replies. 

The system assigns points to each type of interaction, with each point giving a boost to a post’s visibility. In the current system, a single like gives a post 30 points. Retweets are not far behind, giving 20 points. Shockingly, replies are practically meaningless in comparison, giving just a single point for each reply. 

This means that all the conversation in the world doesn’t matter if users aren’t also liking your posts. 

Pics and Videos Are Important

Less surprisingly, the source code confirms that posts containing visual media are largely preferred over plain text. 

Linking Out Is Frowned Upon

This is another one that has been suspected for a while but has been confirmed by the source code. 

For the most part, Twitter does not want you to link users off the platform. It makes a simple type of sense. Twitter’s goal is to keep people on the app as long as possible, and each link represents a chance for users to leave the app. 

To combat this, the site largely downplays posts containing links unless they are coming from accounts that already have a lot of interaction on their posts. 

Twitter Blue Helps

Elon Musk has not been shy about his plans to make Twitter more of a pay-for-play platform through his pet project, Twitter Blue. Since its reveal, one of the touted benefits of the premium subscription is increased visibility, which is backed by the source code. 

This is not a guarantee you’ll suddenly get a ton of exposure if you sign up for Twitter Blue, though. Accounts are just given points toward their overall algorithm ranking if they are subscribed. 

Poor Spelling Costs You

For a site with the most limited options for editing posts after they go live (only available to Twitter Blue subscribers for 30 minutes after a tweet is posted), Twitter is surprisingly uptight about spelling and grammar. The source code indicates that posts with poor spelling and grammar may be demoted as a form of spam prevention.

The Controversial Stuff

Lastly, we come to the most eyebrow-raising details contained within the source code because of how Twitter appears to be handling international conflicts and vulnerable groups. 

Based on the available code, Twitter seems to be limiting the visibility of posts talking about the ongoing war in Ukraine as hate-based content. This is particularly problematic as many human aid groups have relied on social networks like Twitter to drive donations, awareness, and support.

Another hot-button topic that seems to be directly targeted by Twitter’s code are transgender individuals. Users found that several terms relating to transgender people are suppressed on the platform, particularly when sharing links to other sites containing those terms. Meanwhile, activists say that the platform is not limiting pages containing hateful terms.

Musk says part of the decision to make this source code open to the public is the hope to identify problems that can be quickly fixed by the team to improve the recommendation algorithm. As such, the code should be seen as a work in progress. Still, it is worth taking time to familiarize yourself with everything in the recent code if you drive sales for your business through Twitter.

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LinkedIn Launches 4 New Features For Businesses

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LinkedIn revealed a slew of new features designed exclusively for businesses this week, including content creation, new ways to engage with other companies, and easier ways to have live discussions with others.

Let’s look at all the new features in a bit more detail:

Improved Post Scheduling

Though LinkedIn has offered the ability for regular users to schedule posts ahead of time since late 2022, the feature has not been available to business pages until now. 

Now, business pages can create and schedule posts up to three months ahead of time. Not only does this make it ensure you’ll be delivering steady content to your users, it gives you the chance to prepare a content calendar ahead of time to be more considerate of what type of content you are posting and when. 

While the feature is currently only available to desktop users, LinkedIn says it will be coming to mobile apps soon.

First-Party Audio Events

LinkedIn is rolling out a new, built-in way to hold live audio events on the platform. This means you’ll be able to host audio-based discussions with your followers and other experts in the field without needing to use third-party external apps. 

While hosts will have control over the discussion and who gets to speak, users will be able to engage with the conversation using emojis or requesting to speak in the chat.

Automated Job Postings

LinkedIn has created a way for small businesses with under 1,000 employees to automatically create and share job postings.

Once activated, the feature generates and shares an open role job posting as a pre-scheduled post which can be edited after it is posted.

However, the announcement says that the feature will not be available for what are vaguely described as “basic jobs.”

Follow Other Pages From Your Page

LinkedIn Pages can now start following other Pages, allowing you to have B2B conversations without necessarily going through a personal LinkedIn account. Additionally, this makes it easier to find conversations relevant to your field happening across the platform.

All of these new features aim to expand the functionality of business Pages and make it easier to engage with your audience. By using these, you’ll be able to find new connections, foster better relationships with leads, and be able to become an authority in your field faster.

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TikTok Prepares to Introduce Sponsored Search Ads, Becoming a Competitor to Google and Microsoft

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TikTok is quickly becoming more than just a social media app for teens to showcase their dance moves and lip-syncing skills. It is becoming a lucrative platform for businesses to reach an increasingly diverse group of audiences, especially now that the company appears to be preparing to introduce sponsored search ads. 

This move aims to generate more revenue for TikTok and position the platform to be a direct competitor to Google and Microsoft.

The search ad market has long been dominated by tech giants like Google and Microsoft. The rise of social media platforms like Facebook and Instagram has driven a shift towards social media search ads in recent years, though. 

Now, TikTok’s entry into the market marks another step in this direction as the platform offers a chance for businesses to connect with a younger demographic who might not be as easily reachable through traditional advertising methods.

The new beta test of the advertising format on TikTok allows businesses to bid on specific keywords to appear at the top of search results. As usual, the search ads will be marked as “sponsored”, making it clear which results are paid and which are organic.

One thing that may help the ad option stand out is TikTok’s targeting capabilities. The app’s algorithm uses machine learning to personalize users’ feeds based on their behavior, search queries, and demographic information. 

This means that businesses can reach a highly specific audience with their ads, ensuring that their marketing strategies are more effective and efficient. This is particularly attractive to brands in a landscape where platforms like Facebook have gradually limited ad targeting options following criticism of its use of user data.

As with any new ad format, this move has the potential to be divisive. More ads in search results may potentially frustrate users. However, if search ads are relevant and engaging, they could enhance the user experience by providing relevant information.

Unfortunately, it is unclear when we can expect this ad option currently in a limited beta test to become available to all advertisers. In a statement to Search Engine Land, the company said:

“We are in the very early stages of testing search ads in select regions. For clarification – at this stage, advertisers do not have the ability to bid on specific keywords for advertising purposes. This part of our testing is managed by TikTok based on keywords that would be most relevant and impactful to the advertiser and their specific ad.”

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TikTok Adds 500,000 Licensed Songs Brands Can Use In Ads and Content

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TikTok is making it easier for brands of any size to use licensed music on the platform with its new Sounds for Businesses service. 

With this, small businesses will be much more able to afford popular songs in their ads, videos, and other organic content through the TikTok Audio Library. 

Why Licensed Music Is Important For Marketing

For brands trying to rise above the noise on social media, using licensed songs is a crucial part of getting users’ attention.

Even more, TikTok says its research shows 68% of users find remembering a brand’s message easier when it is paired with a popular song they like. Of those, 62% said they would take time to learn more about a brand if they enjoy the song. This is because users feel like a brand may have similar tastes to theirs if they choose music they like as well. 

Unfortunately, licensing music is not easy – especially for smaller brands. It is not always clear who to contact to license a piece of music and costs can quickly stack up. 

Trying to slip a popular song into your marketing materials without paying isn’t likely to work either. TikTok (and all other social networks) use automated tools to identify music that may be infringing on a copyright claim. When this happens, the app removes your audio entirely – potentially ruining your message in the process. 

With this new library of licensed music, brands can now avoid this entire complicated and expensive process by choosing from over 500,000 licensed tunes and sounds. 

How To Use TikTok Sounds for Businesses 

TikTok’s Sounds for Businesses library is available to brands creating content and ads on both desktop and mobile.

On desktop, the Audio Library is within the Creative Center. Here, you can filter audio by theme, genre, mood, and length to find the perfect match. 

For mobile users, licensed songs can be added when creating a new post by tapping “Add Sounds” and filtering the results to licensed music. 

Sounds for Businesses is rolling out now. For more, read TikTok’s announcement here.

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TikTok Adds New Targeting and Boosting Options For Promoted Content

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TikTok is expanding the ways brands can turn their TikTok content into ads with new targeting and boosting features for promoting posts.

Promoting content is a way for those unable to use TikTok’s more complex advertising options to improve their reach, boost awareness of their profiles, and drive new leads – similar to the limited “Promote” features on YouTube and Facebook.

Below, we’ll get into the details of the new targeting and boosting options available on TikTok and how they may help your business:

New Options For Promoted TikTok Posts

More Profile Views

As the name suggests, this option helps drive traffic directly to TikTok profiles through a unique call to action on your brand’s story or highlighted product post.

Promote For Others

The idea of buying ads to promote someone else may seem weird but can be very useful for those who share content collaborations, those who partner with influencers, or partner brands. Additionally, this option allows the promotion of a specific creator’s videos or LIVE content.

Location Targeting

If you’re a local business that only services a particular area, location targeting can allow you to restrict your ad reach to exclusively target those in that service area. 

More Messages

The new “more messages” advertising option is a powerful tool for those who typically rely on their sales team to drive sales from leads. With this option, you’ll drive users directly to messaging your TikTok account where your experienced sales team can take over and close the deal.

Brands are likely feeling conflicted about TikTok ever since it was revealed that the company regularly uses internal tools to bypass its ranking algorithm and promote content or profiles across the platform. With these new options for promoting posts, you can take the power back into your hands to ensure your posts are being seen by the users who matter most to you.

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TikTok Employees Can Boost Videos To Go Viral

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A new report from Forbes confirms that TikTok employees can and do promote specific videos across the platform – effectively deciding what goes viral.

Several current and former employees reported that some employees have access to this ability via a “heating” button which overrides the platform’s usual algorithm to ensure as many users can see content as possible.

What Is “Heating”?

An internal TikTok document called the “MINT Heating Playbook, “The heating feature refers to boosting videos into the For You feed through operation intervention to achieve a certain number of video views.”. 

According to the company, this heating button is intended to boost videos that will “introduce celebrities and emerging creators of the TikTok community.”

Though it was never explicitly stated that every video in the For You feed was selected and placed using the algorithm, that has always been the public understanding of how the feed works. Behind closed doors, it appears things have been a little different.

TikTok Used Heating To Encourage Partnerships

The social network doesn’t altruistically use this algorithm to promote creators who show promise.

Several former employees said the company uses the process regularly to help attract businesses and influencers.

In response, TikTok spokesperson Jamie Favazza didn’t dispute the nature of heating, but downplayed how often it is used:

“We promote some videos to help diversify the content experience and introduce celebrities and emerging creators to the TikTok community,” TikTok spokesperson Jamie Favazza told Forbes. “Only a few people, based in the U.S., have the ability to approve content for promotion in the U.S., and that content makes up approximately .002% of videos in For You feeds.”

What Favazza doesn’t mention is that heated videos make up 1-2% of daily video views according to the MINT Heating Playbook.

Do Other Social Networks Boost Videos?

It has long been suspected that most social networks manipulate their feeds to encourage partnerships with brands or content creators. However, TikTok is the only one so far to have a practice like this confirmed. 

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