TikTok discontinues its version of BeReal, ‘TikTok now’
As interest in the once hugely popular app BeReal dies out, TikTok has become the latest platform to step back from the trend. On Tuesday, the app announced its discontinuation of TikTok Now, in the form a notification to users - despite only launching this copycat functionality in September last year. Instagram also slowed development of its clone feature called ‘Candid’ for similar reasons. BeReal however, despite seeing much less growth than it did last year, contests claims that it’s fading in popularity. They reported in April this year that they have reached 20 million daily active users and are introducing several new in-app features to increase functionality, such as ‘Bonus BeReals’ and ‘RealPeople’, enabling users to follow celebrities.
Why is this important?
We have yet to see whether BeReal will survive in the social media landscape. The company is keen to keep afloat and stay relevant with these new updates, but it’s too early to see if users are responding well to them. With TikTok and Instagram stepping away from their clone versions, BeReal might continue to maintain its niche with less competition on the market, or it might just continue to decrease in popularity. Read more.
GA4 launches AMP support
Google has rolled out AMP support in Google Analytics 4 for all publishers. If you're still using AMP you will now be able to continue measuring your performance in the same way as Universal Analytics when forced GA4 migration deadline arrived on Saturday. Google have said in their statement "The GA4 migration deadline is just days away, but that hasn't meant a slowdown of new updates for the platform. AMP has helped publishers of all sizes achieve great user experience for their readers and this integration is critical for publishers who choose to use AMP to help continue to track their metrics within GA4."
Why is this important?
Bringing this integration to GA4 allows for parity with Universal Analytics, helping publishers to make a seamless transition when Universal Analytics is permanently retired this weekend.
Read more.
Ofcom ad proposals to put niche broadcasters at risk?
The Commercial Broadcasters Association, the industry body for multi-channel broadcasters, has stated that Ofcom’s proposals to increase the amount of adverts that large broadcasters can air will have a significant impact on niche channels. Although this proposed change would be a huge benefit for large broadcasters such as ITV and Channel 4, it is believed that by increasing advertising up to 48 minutes a day per channel could generate potential losses of nearly 20% for small broadcasters.
Why is this important?
Although large broadcasters such as ITV and Channel 4 will hugely benefit from the Ofcom’s new proposal, detriment to smaller channels could result in the sector facing a loss in advertising revenue of between 11% and 17%. As a result, this may make it more difficult for advertisers to target niche audiences that are best reached through smaller channels. Read more.
Dolmio cooks up fresh global brand platform
The 30-second film shows a man cooking bolognese in his kitchen. When he decides to add a dash of paprika to the dish, two pasta mascots appear. One of them personifies the worries someone might have when not sticking to the recipe, and the other represents their more daring side. The campaign conveys how Dolmio is for everyone, whether you stick to the recipe or make up your own.
Nick Moss and Dan Northcote-Smith, creative directors at The & Partnership, said: “Everyone has seen the Italian guy losing his mind on TikTok about how Brits cook Italian food. Well, ‘Dolmioooo-yeahhhh!’ is the new platform encouraging us Brits to do it even more. Sorry Italian TikTok guy. The question was, how do you turn this insight into a long-term creative platform? Meet our little pasta mates, Yeah and Nahh.” “Dolmioooo-yeahhhh!” will run across TV, online video and social until September.
