Instagram’s moves to win over parents; TikTok juiced its algorithm

Plus: 7 trends affecting mobile advertising in 2023 Charts. News. Analysis JANUARY 23, 2023 | By Sara Lebow, Arielle Feger, Becky Schilling, and Matt Wujciak To quote Taylor Swift, “It’s me. Hi.” And I know budgets are tight. So I want to know what you wish you had room for in your marketing budget this year. (Taylor Swift didn’t say that last part.) Send me an email at slebow@insiderintelligence.com. TOP STORY [How Instagram, Discord, and other social media platforms balance teen attention with parents’ concerns]( Instagram’s new Quiet mode offers an olive branch to parents and regulators as the Biden administration vows to go after Big Tech for “put[ting] our children at risk.” All social platforms can sense a new era of accountability, and they’re making active moves to stay on regulators’ good side. [How Instagram, Discord, and other social media platforms balance teen attention with parents’ concerns]( [Keep reading]( THINGS TO KNOW [TikTok employees use ‘heating,’ hand-picking videos to supercharge distribution]( This suggests the platform’s algorithm might not be as powerful as once thought, and instead, people could have juiced the results for some above others. This news is likely not going to help the company with consumer—or governmental—trust. [Keep reading]( ANALYSIS [7 trends affecting mobile advertising in 2023]( Apple will use its gains from AppTrackingTransparency to launch a demand-side platform, and QR-launched augmented reality will help rejuvenate out-of-home advertising. Find out what else our analysts predict will impact mobile advertising this year. [Keep reading]( NEWS AND VIEWS ✂️ [Layoffs come for Spotify.]( The company will cut 6% of its workforce—600 people—joining the ongoing trend of tech cuts. 👤 [Meta Ads Measurement changes “people” to “Accounts Center accounts.”]( It’s a terminology change meant to clarify, but the repetition is a bit confusing. 🛠️ [Resources, tools, and time among most important aspects of technical SEO.]( The report reinforces what we’ve been hearing: marketers need to do more with less. 🦾 [Pressure for content, clicks behind Cnet AI controversies.]( Cnet essentially used AI to farm SEO. Is this the future of content creation? 👨‍🎓 [Who do TikTok bans on college campuses hurt?]( The platform is a useful tool for teaching and creation, but an increasing number of US universities won’t allow it. 🐦 [Twitter updated its developer agreement to ban third-party clients.]( Twitter wants to keep user actions within the platform, but it will hurt marketers in the process. 📉 [Vice Media valued at around $1 billion.]( Economic headwinds and the digital advertising slowdown have slashed the company’s value by over $4 billion since 2017. 🎮 [Game developers skeptical of the metaverse, survey shows.]( Gaming is one of the most viable entertainment use cases for the metaverse, but developers aren’t enthusiastic. PODCAST [Behind the Numbers: The Daily]( 2023 tech trends—How generative AI will change creative, Web3 offers benefits for loyalty, and more. Tune in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [Follow us on Instagram.]( “Behind the Numbers” is made possible by Tinuiti. [Listen in]( THE BIG QUESTION Level up: Mobile gaming makes up what percentage of total US digital ad spend this year? A) 2.3% B) 5.5% C) 9.0% D) 14.2% [Get the answer]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2023 Insider Intelligence, 11 Times Square, New York, NY 10036 [LiveIntent Logo]( [AdChoices Logo](