Hello there! It’s been another exciting week in the world of B2B marketing news. Trending headlines include; Updates from Google’s Search On Conference, Meta’s new AI video creation tool, and the launch of ‘Document Ads’ from LinkedIn. Keep reading to get the low down!

Google reimagines how it delivers search results

At last week’s Search On Conference, Google announced five significant changes to how people search on mobile, helping users find more relevant results. The updates will be rolling out over the coming months and will include: populating results in the search bar before you submit the query for a speedier search, enhanced query refinements with Google offering ideas to make your question more specific, turning mobile search results into an endless feed of discovery by combining text, images and video as opposed to users having to toggle between tabs — plus more! Explore the new features here.

Google has introduced updates to improve how people search on mobile,  helping users find more relevant results while creating a more engaging and immersive experience.

The updates will be rolling out over the coming months and will include combining text, images and video, turning search results into an endless feed of discovery, enhanced query refinements by offering searchers ideas to make their questions more specific, plus lots more.

Meta’s Introduced an AI-Powered Video Creation Tool

Working in the marketing space, you’re likely to have heard of a lot of noise around AI-powered content writing tools and artwork. But what if we could take that further through the creation of video? Well, Meta has been doing its research around just that. Last week, Meta shared its Make-A-Video, text-to-video technology. With just a few words or lines of text, users can bring their imagination to life by creating some pretty cool and unique (and at times, damn right creepy) videos. Check out some of its creations here.

LinkedIn Launches ‘Document Ads’ and other features

Aimed to help marketers maximise campaign results, LinkedIn has introduced some new ad tools to the platform. This includes ‘Document Ads’, giving advertisers the option to promote long-form documents directly in user feeds. This will include the ability to provide a preview in the feed to entice users to download the full piece and also the option to add a lead-gen form to gather deeper audience insight. LinkedIn has also introduced offline conversion data integration, plus a new Media Library for storing and sourcing ad content. Learn more.

Brands Posting Instagram Reels are Achieving Higher Reach and Engagement

It’s no secret that Instagram has been prioritising Reels in recent months. And it looks as though those brands that have adapted their strategy to incorporate more Reels content are reaping the rewards. In a report using Emplifi data, it's been shown that publishing this form of content pays off. In Q2 2022 alone, the medium interaction count for Reels was almost 40% higher than traditional videos and, since the start of the year,  Reels have become the most engaging post type on the platform. Find out more here.

Immersive Viewing & Easy Discovery for Twitter Video 

It looks like Twitter is taking a leaf out of TikTok’s book, taking note of modern video consumption trends with the introduction of two updates. Designed to improve the video viewing experience on the platform, Twitter will be adding a new option to allow users to expand videos to full-screen mode with a single click. Once in this mode, users can discover similar videos by simply scrolling, entering a vertical feed of content. Hmm, now that sounds pretty familiar, right? The platform will also be promoting video content more in its Explore section, with a new ‘For You’ video carousel feature. Learn more.

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Title: This week’s latest B2B marketing news

Hello there! It’s been another exciting week in the world of B2B marketing news. Trending headlines include; Updates from Google’s Search On Conference, Meta’s new AI video creation tool, the launch of ‘Document Ads’ from LinkedIn, plus more!

Google reimagines how it delivers search results

At last week’s Search On Conference, Google announced five significant changes to how people search on mobile, helping users find more relevant results. The updates will be rolling out over the coming months and will include: Good populating results in the search bar before you submit the query for a speedier search, enhanced query refinements with Google offering ideas to make your question more specific, turning mobile search results into an endless feed of discovery by combining text, images and video as opposed to users having to toggle between tabs — plus more! Explore the new features here.

Meta’s Introduced AI-Powered Video Creation Tool

‍

Working in the marketing space, you’re likely to have heard of a lot of noise around AI-powered content writing tools and artwork. But what if we could take that further through the creation of video? Well, Meta has been doing its research around just that. Last week, Meta shared its Make-A-Video, text-to-video technology. With just a few words or lines of text, users can bring their imagination to life by creating some pretty cool and unique (and at times, damn right creepy) videos. Check out some of its creations here.

LinkedIn Launches ‘Document Ads’ and other features

‍

Aimed to help marketers maximise campaign results, LinkedIn has introduced some new ad tools to the platform. This includes ‘Document Ads’, giving advertisers the option to promote long-form documents directly in user feeds. This will include the ability to provide a preview in the feed to entice users to download the full piece and also the option to add a lead-gen form to gather deeper audience insight. LinkedIn has also introduced offline conversion data integration, plus a new Media Library for storing and sourcing ad content. Learn more.

Brands Posting Instagram Reels are Achieving Higher Reach and Engagement

It’s no secret that Instagram has been prioritising Reels in recent months. And it looks as though those brands that have adapted their strategy to incorporate more Reels content are reaping the rewards. In a report using Emplifi data, it's been shown that publishing this form of content pays off. In Q2 2022 alone, the medium interaction count for Reels was almost 40% higher than traditional videos and, since the start of the year,  Reels have become the most engaging post type on the platform. Find out more here.

 In a report using Emplifi data, Brands using Reels on Instagram reported 40% higher engagement than traditional videos.

Immersive Viewing & Easy Discovery for Twitter Video 

It looks like Twitter is taking a leaf out of TikTok’s book, taking note of modern video consumption trends with the introduction of two updates. Designed to improve the video viewing experience on the platform, Twitter will be adding a new option to allow users to expand videos to full-screen mode with a single click. Once in this mode, users can discover similar videos by simply scrolling, entering a vertical feed of content. Hmm, now that sounds pretty familiar, right? The platform will also be promoting video content more in its Explore section, with a new ‘For You’ video carousel feature. Learn more.