Swipe-Worthy

[00:00:00] It is Friday, October 18th. Today, more slides, more eyes. Instagram says you should be using carousel posts.

[00:00:09] Google's head of advertising leaves. Blue Sky benefits from ex's missteps.

[00:00:15] And meet Amazon's new bricks and mortar store, which sells what its other brand can't.

[00:00:22] I'm Todd Maffin. That's ahead today in Digital Marketing.

[00:00:28] First, it was videos, then reels. Now, Instagram says posting carousels on Instagram can increase your reach.

[00:00:37] That's according to Instagram chief Adam Massari this week.

[00:00:40] Remember, carousels can now include up to 20 frames and music.

[00:00:44] Carousels get more reach than single photos for a couple of reasons.

[00:00:48] First, multiple frames lead to more interactions, and more interactions mean more reach.

[00:00:54] Second, if the user doesn't swipe through your carousel, Instagram will often show them the second frame anyway.

[00:01:01] Also, carousels with music can now appear in the Reels tab, expanding their reach.

[00:01:07] Instagram also recently added text overlays and multi-format display to carousel posts.

[00:01:12] This means you can include different image formats in a single carousel.

[00:01:16] Well, if you have the assets, creating a carousel plan might be worth considering.

[00:01:26] Big changes in the Google org chart.

[00:01:28] The senior vice president in charge of advertising is leaving the role to take on the new job of chief technologist.

[00:01:36] Prabhakar Raghavan will now focus on providing technical direction and leadership.

[00:01:41] He'd been with Google for 12 years, leading teams across the company.

[00:01:44] Most recently, he was in charge of search, ads, and commerce.

[00:01:48] His replacement is Nick Fox, who has experience launching products like Google Fi and RCS Messaging.

[00:01:54] Other teams are being shuffled as well.

[00:01:56] The division working on Google's Gemini app will join Google DeepMind,

[00:02:00] and the Google Assistant team will become part of Google's platforms and devices team.

[00:02:05] We have a link to their full announcement in today's email newsletter,

[00:02:08] which you can sign up to for free by tapping the link at the top of the show notes,

[00:02:12] or going to todayindigital.com slash newsletter.

[00:02:19] The decentralized platform BlueSky added a half million new users in a single day this week.

[00:02:27] The surge most likely linked to several recent changes on X that have sparked controversy.

[00:02:32] For one, X users received a pop-up message this week stating that their posts

[00:02:36] will be visible to users they've previously blocked.

[00:02:41] No more blocked accounts won't be able to interact with the posts.

[00:02:44] The change has raised concerns about harassment.

[00:02:47] X claims the update will increase transparency,

[00:02:50] but many users say they're worried about their safety.

[00:02:53] BlueSky quickly used the change as a recruitment tool,

[00:02:56] capitalizing on users' concerns about the new blocking policy.

[00:03:00] X's new terms of service have also caused alarm,

[00:03:03] particularly regarding data use for AI model training.

[00:03:06] The new terms state that users agree to let X and its third-party partners

[00:03:11] use their content for training AI models.

[00:03:15] That clause did not exist in the previous version of the terms.

[00:03:18] And the updated terms also require users to file any legal disputes with X

[00:03:23] in the U.S. District Court for the Northern District of Texas.

[00:03:27] Notably, X doesn't actually operate in that jurisdiction,

[00:03:31] but that court has a judge who owns Tesla stocks and has ruled favorably in a couple of cases

[00:03:37] regarding Musk and his companies raising concerns about judicial conflicts of interest.

[00:03:42] We have an account on BlueSky as well as myself personally.

[00:03:46] You can find those links at todayindigital.com slash social,

[00:03:50] or there is a link to our social media channels in the show notes.

[00:03:56] The U.S. consumer packaged goods industry's digital ad spend growth will slow significantly this year,

[00:04:04] according to an eMarketer forecast.

[00:04:06] This after years of double-digit growth.

[00:04:09] The rate is expected to drop to around 6% and remain there through 2026.

[00:04:14] CPGs have invested heavily in digital advertising to reach consumers

[00:04:17] who have reduced spending or switched to private labels.

[00:04:22] But as inflation cools and recession fears recede,

[00:04:25] eMarketer says growth will normalize.

[00:04:28] By 2026, U.S. CPG digital ad spend is expected to reach $56 billion.

[00:04:34] That's about 15% of total digital ad spend.

[00:04:42] Amazon Ads is becoming a major player in the media and entertainment industry,

[00:04:46] but while the business is growing, analysts say it still has room for basic upgrades,

[00:04:52] like improving the platform's UI.

[00:04:54] Amazon is working to address feedback from users,

[00:04:57] including complaints about slow wait times for using Amazon Marketing Cloud.

[00:05:01] The company announced changes to AMC,

[00:05:04] including a new SQL-free coding feature that allows non-technical users

[00:05:07] to create audiences using natural language prompts.

[00:05:11] AMC is a key part of Amazon's strategy,

[00:05:14] offering exclusive targeting and retargeting capabilities

[00:05:18] based on Amazon sales data.

[00:05:21] Amazon's machine learning-based ad product,

[00:05:23] Performance Plus, is also gaining traction.

[00:05:26] This allows advertisers to input their budget

[00:05:28] and key performance indicators,

[00:05:29] and Amazon takes care of the rest.

[00:05:32] Performance Plus offers a range of benefits,

[00:05:34] including controls to target or avoid

[00:05:36] specific Amazon channels

[00:05:38] and more transparent reporting.

[00:05:45] Amazon is trying out a new type of small grocery store.

[00:05:48] The first location is in downtown Chicago,

[00:05:51] right next to a Whole Foods market.

[00:05:53] You might remember Amazon owns the Whole Foods brand.

[00:05:56] This new store is actually in the same building as the Whole Foods.

[00:06:01] Why?

[00:06:02] Well, the new store, called Amazon Grocery,

[00:06:05] sells products that can't be found in Whole Foods,

[00:06:08] like foods with artificial sweeteners and color additives.

[00:06:13] So, you know, like Whole Foods, but crappier.

[00:06:17] The store has about 3,500 products,

[00:06:19] including some big-name brands that aren't in Whole Foods.

[00:06:22] It also has drinks and grab-and-go meals.

[00:06:24] This new store is just one of many changes

[00:06:26] Amazon is making to its grocery business.

[00:06:28] Last week, the company said it would add

[00:06:30] a small automated warehouse to a different Whole Foods location.

[00:06:34] This would let shoppers buy products

[00:06:35] that aren't normally sold in Whole Foods.

[00:06:41] Another quick plug for our social media channels.

[00:06:43] We have an account almost everywhere.

[00:06:44] Facebook, Instagram, YouTube, LinkedIn, TikTok,

[00:06:46] Threads, Mastodon, Blue Sky, Snapchat, and Pinterest.

[00:06:49] Just go to todayindigital.com slash social

[00:06:51] or swipe over in your podcast app

[00:06:53] or however you find the show notes for each episode.

[00:06:56] You'll find a link to our social media channels there as well.

[00:06:59] That'll do it for the week.

[00:07:00] Today in Digital Marketing is produced by Engage Q Digital

[00:07:02] on the traditional territories

[00:07:04] of this dynamic First Nation on Vancouver Island.

[00:07:06] Our associate producer is the intrepid Steph Gunn.

[00:07:10] Our production coordinator is Sarah Guild.

[00:07:12] Ad coordination by Red Circle.

[00:07:14] Mark Blevis is the feeling of relief you get

[00:07:16] from lowering your visor in your car

[00:07:18] after driving straight into the sun.

[00:07:20] I'm Todd Maffin.

[00:07:22] Have a restful weekend, friends.

[00:07:24] I'll see you on Monday.