The Top Three

🏆 THE INDUSTRY’S MOST IMPORTANT STORIES TODAY

🥇 INSTAGRAM’S BLOODY MISTAKE

“Whoops! 😉 sorry for traumatizing you”: A glitch in Instagram Reels had the algorithm pushing a neverending stream of of disturbing content, including animal abuse, murders, dead bodies, and other gore, Meta confirmed. more

• Most, but not all, of these videos were behind a “sensitive content” warning, requiring users to click "see reel" to view them.

• Meta apologized for the mistake said the issue is now resolved.

• The company also said the problem is unrelated to its recent move to loosen some content moderation rules. 🤨 

🥈 INSTAGRAM REELS TO SPIN OFF TO SEPARATE APP?

🥊 Its most aggressive move to challenge TikTok yet: Instagram may be considering a standalone Reels app, according to The Information. Platform head Adam Mosseri shared the idea with staff this week. more

• A separate app would be a more direct replica of TikTok, featuring a full-screen, scrolling feed of short-form videos.

• With Reels now extending to 3 minutes, the range of content could warrant its own platform.

• This move aligns with "Project Ray," Instagram’s plan to improve recommendations for new users and U.S. audiences, as well as pushing more three-minute videos.

🥉 SHOULD YOU KILL YOUR BRAND MASCOT?

☠️ Thinking of offing your brand mascot?: While the deaths of Duo the Owl and Mr. Peanut got attention, they could be also be a customer turn-off. Duolingo’s stunt saw engagement across platforms increase 346%, with a 50% engagement rate on the Instagram announcement alone, but not everyone was a fan. more

Before yeeting your mascot to the afterlife, Marketing Brew highlights what brands need to consider:

• Know your audience: Death is a sensitive topic. Make sure it fits your brand’s personality and resonates with your audience.

• Don’t push it too far: Replicating the stunt is risky, know your limits.

• Make it meaningful: Duolingo’s “revival” kept audiences engaged, but dragging things out too long can backfire.

Today’s Other News

📰 EVERYTHING ELSE THAT MATTERS

Advertising 📣

• Walmart is tapping into Amazon’s strategy with a new API that lets retail adtech firms create tools for selling display ads on its site and app. The self-serve platform will let advertisers buy and manage campaigns, targeting users based on keywords and demographics, like predictive customers or lifestyle interests. more

• Amazon is testing video ads in Rufus, its generative AI shopping assistant. Following the launch of text-based search ads, video ads now appear when shoppers type queries into Rufus. more

  • A retail marketplace strategy expert spotted the video ads, highlighting the need for brands to understand how Rufus uses phrases to generate search results. This shift could push strategies from keyword-based to semantic SEO.

• 💰️ Bidding for big spenders: Google Ads has rolled out a 'New Customers (High Value)' option in PMax campaigns, letting advertisers differentiate between new customers and high-value ones. By assigning higher conversion values to high-value customers, Google Ads can adjust bids to focus on those with the highest revenue potential. more

• 👵 The age-old question: Should you restrict ad targeting by age? With Advantage+ Audience, you can set an age minimum age and suggest age ranges, but Meta may still show ads outside those limits. Meta ad expert Jon Loomer says it depends on your goals:

  • For purchases, age restrictions aren’t necessary, as the algorithm learns and adjusts.

  • However, for actions like link clicks or landing page views, Meta might target age groups that aren’t ideal.

• Amazon's impact on streaming ads has lowered costs, making CTV accessible to small businesses. Ad rates on Netflix, Disney+, and Amazon now range from $38 to $40 CPM, down from Netflix's $60 in 2022, giving SMBs a viable alternative to local cable or regional TV. more

Search 🔍

• 📉 Upcoming ranking update?: SEO chatter about Google Search ranking volatility is on the rise, though third-party tracking tools seem relatively calm. more

  • The last wave of volatility was around February 20th, following a two-week lull after the Super Bowl update.

Social Media 📱

• 🖥️ Desktok: TikTok has updated its web app, tiktok.com, with new features for desktop users, including a new modular layout, a refreshed For You feed, a new Explore tab, full-screen LIVEs, and a web-exclusive Floating Player. more

• YouTube has updated its “Replace Song” feature with music recommendations, helping brands and creators replace copyrighted audio with licensed tracks. The update offers 10 relevant track options to replace infringing audio. more

Podcasting 🎙️ 

• 🎧️ The world’s top video platform is now a podcast powerhouse: YouTube announced yesterday that it now has more than 1 billion monthly active podcast viewers. It's now the most frequently used service for podcast listening in the U.S. and often the go-to spot for discovering new shows. more

Agencies 💼

• 🚨 DEI or die trying: ADWEEK has a great piece up today about the risks the DEI retreat poses to marketers — brands risk future consumer backlash, but agencies feel the hit now. Agencies are walking a tightrope, trying to stay true to their DNA without being labelled "too other." If brands see their success as a DEI checkbox rather than its capabilities, they risk being sidelined when DEI falls out of favour. more

• 📜 Scripted to sell: United Talent Agency is expanding its entertainment marketing division to tap into the growing demand for branded content in Hollywood. With more than 80 employees and recent acquisitions, the company has doubled its revenue in the last two years. As advertisers look to integrate into film and TV, UTA expects further growth in 2025, especially in co-branded content. more

• 🧑‍💻 Tech > size: Independent agencies are using tech to take on the big players. Digiday reports today that many are hiring CTOs, building proprietary platforms, and reselling third-party tech. Instead of focusing on scale, these agencies prioritize tech-driven strategies to appeal to advertisers seeking alternatives to the big agency industrial complex.

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