Google does digital OOH, Pinterest uses TikTok to not be TikTok, and TikTok shows Google that it could actually be Google

TikTok isn’t the new Google, until it is.

TikTok is testing a new ‘Nearby’ content feed, which displays content by users in your location. This is in addition to the “For You” and “Following” tabs.

As explained by TechCrunch:

“For example, if your For You page often displays restaurant recommendations or must-see hiking spots, the Nearby feed should show you videos of restaurants and hiking trails that are near you.”

Why this is important:

A dedicated local feed could give you access to a huge, engaged nearby user group - and when you also consider that, according to Google, almost 40% of young people now refer to TikTok or Instagram instead of Google Search when they’re looking for a place to eat, that could indeed present a huge opportunity for brands.

But we don’t have a lot of specifics just yet. And how this will actually roll out is unclear, it’s currently being tested with a small group of users in South East Asia.

Even TikTok itself seems fairly unsure of the full details, only noting that:

“We’re always thinking about new ways to bring value to our community and enrich the TikTok experience.”

Even without the details you can imagine there are some sit down chats going on at Google HQ. Especially since they recently made a point of signalling TikTok’s rising share of search activity as a competitive threat. If that is a major emerging trend among younger users, then a local feed could become even more relevant, and could possibly, eventually, rival Google in SEO importance.

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Google is taking it to the streets.

Google has introduced digital out-of-home advertising into its Display & Video 360 ad planning tool.

Now this is big news, because it opens up high street advertising to businesses of any size, and provides the agility for brands to target by contextual relevancy (like a specific location or time period). Before this move you would have needed a pretty respectable budget to consider OOH advertising, but now smaller businesses with smaller budgets can take advantage of taking it to the streets.

A digital billboard outside a busy office can be used by a local sandwich shop at lunchtime, and show drinks offers from the local bar in the evening.

But this is clearly just the start, imagine the creative potential of these programmatic, location-based campaigns.
While traditional buying tactics are usually geared toward one general region, digital out-of-home allows brands to run different versions of their messaging based on location of the screen or time of day. So the brands that get this right are going to tap into something really exciting.

“Brands can combine the emotional power and captivating formats of traditional out-of-home advertising with the efficiency of other digital channels”, said Shreya Mathur,
Product Manager, Display & Video 360 at Google.

The downside? Our guess is it will all come down to creativity. Nobody likes being stalked around the internet by a shitty ad, so you really don’t want one following you on your way to work.

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Every day we’re Shuffling.

First of all, big respect to Pinterest for being the only platform not trying to be TikTok right now (whilst still massively taking advantage of TikTok’s hype).

*Instagram: watch and learn…*

Pinterest have (on the DL, and with an invite only wait list) launched a new app called Shuffles.
According to Shuffles’ description on the App Store, users can build their own collages using Pinterest’s photo library or snap photos of objects they want to include using the camera.

They can also cut out individual objects from within an image using a tap — a feature that recalls iOS 16’s own clever image cutout ability. Images in Shuffles can then be rotated, layered and resized on the screen to create the collage, and animations and effects can optionally be added.

The final project can be shared with friends for collaboration or posted to public groups where others can “remix” the original creation in their own way.

And really that’s the clever bit. It’s why the app is blowing up on TikTok (with TikTokers begging for invite codes).

Here’s the thing brands need to think about: this kind of innovative thinking is going to drive people to Pinterest for browsing and shopping, so ensure you’re present on the platform with Shoppable catalogue and relevant ads.

All in all, this was such a genius move by Pinterest.

Let’s see where it goes.

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