Five articles that have us buzzing this week

Nearly Half of TikTokers Purchase From Brands on the App

It is time to take TikTok seriously. Aside from the dancing and addictive algorithm, new reports are showing that people are purchasing from TikTok and they are doing so in a rate better than other social platforms. 49% of TikTok users said they have purchased a product after seeing an ad while only 41% of Facebook users said the same. If you have a target audience of Gen Z and Millennials, it is time to seriously consider testing TikTok for your next campaign.

CTV is still among the fastest-growing channels in digital advertising

Connected TV (CTV) advertising has skyrocketed during the pandemic as people were stuck at home and people deciding to cut the cord is continuing to increase. This article is expecting 213.7 million people to use a CTV device monthly in 2021. Companies with large standard TV ad budgets and one looking to expand efforts to TV could benefit from this large audience and the added targeting and tracking benefits that CTV can provide.

Facebook Pushes Ahead with Plans for Full End-to-End Encryption of its Messaging Tools

Another week, another Facebook privacy debate. Facebook is moving forward with end-to-end encryption of all the communication done on their messaging tools and it has privacy experts torn. On one side, this is a step towards better privacy on Facebook and implementation of this plan would ensure that even Facebook cannot see your personal communication. However, the other side is arguing that this could lead to heightened criminal activity and authorities could not get the access needed to carry out investigations.

YouTube Tests New Timed Comments in Video Playback to Provide More Context and Maximize Engagement

This new feature will display users comments on the video at the point in the video when the comment was made. YouTube hopes this will increase engagement and community involvement with videos. It is currently being tested but to see if you have access click the Sort button on a YouTube video and then if you are part of the test group you will see ‘Timed’ as an option.

Young Shoppers See Email As Top Customer Service Channel: Study

Email still tops the list as the preferred communication method for customer service. Older customers still prefer phone but email comes in second. As more companies implement text and live chat features, we will see if customers follow the trends or if email will remain at the top spot.