Good morning, how are you holding up? 

Digital content creators could soon be feeling the rippling impacts of coronavirus-related policies as companies pivot to keep up with business demands amid workplace precautions. Yesterday, YouTube rolled out a new temporary automatic review process to weed out content that potentially violates policies. As a result, some brands and creators may have videos removed even if it doesn’t violate content policies.

YouTube said it will work with these creators and won’t issue strikes against content that has been removed by mistake. It’s important that brands with a strong YouTube presence pay close attention to their video content over the coming weeks. When adding new videos to the platform, expect that unreviewed content may not be available via search, on the homepage, or in recommendations, YouTube said.

We’ve got more for you below, including a Pro Tip on how the pandemic is impacting consumer behavior – along with the key precautions SEM teams should take. 

Taylor Peterson,
Deputy Editor

Pro Tip

Review targeting to minimize COVID-19’s effect

“In an age when marketing success can hinge on a business’s ability to quickly react to and pivot strategy around trends in real-time, the COVID-19 outbreak is changing consumer behavior,” explains Kimberly Dutcher of Merkle. “Here are some initial precautions SEM teams can take to ward off any unwarranted increases in search traffic.”

  • Set up automated reporting dashboards to review traffic and spend at a glance.
  • Add “coronavirus,” “virus” and “covid-19” as phrase-match negatives to your accounts.
  • Google is blocking ads capitalizing on the coronavirus, so the negative keywords shouldn’t be necessary but are a safeguard nonetheless.
  • Consider applying negative bid modifiers to heavily affected geographies, depending on product or service availability.
  • Monitor search query reports closely, especially for broad and phrase match keywords.

Learn more »


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Social Shorts

Instagram testing IGTV ads, YouTube ditches Trending tab

Instagram tests ads on IGTV. Instagram is gearing up to sell ads on IGTV – its long-form video counterpart to Instagram – in an attempt to strengthen its IGTV monetization efforts and compete with YouTube. Why we care: Unlike YouTube, Instagram doesn’t currently offer a rev-share program for creators – but that’s about to change. With more creators on the platform to monetize content, it will bring more opportunities for advertisers (and more inventory to take advantage of). Source: Bloomberg

YouTube gets rid of Trending tab on mobile, replaces it with Explore. YouTube has officially phased out its Trending tab for a new ‘Explore’ section on the mobile app. The Trending tab isn’t going away altogether and will retain its own button within the Explore page. Why we care: YouTube is leaning into more personalization and customized feeds with the new Explore feed, which could set the stage for deeper, more niche targeting insights for advertisers. Source: The Verge


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What we're reading

We've curated our picks from across the web so you can retire your feed reader

What Should Marketers Measure? – Forbes

TikTok Says It’ll No Longer Moderate Overseas Content With China-Based Staff: Report – Gizmodo

The Biggest Business Impacts of the Coronavirus Pandemic – eMarketer

Apps will drive 25% of e-commerce traffic by 2020 holidays, study says – Mobile Marketer

IAB Tech Lab President Dennis Buchheim On Preparing For The End Of The Third-Party Cookie – AdExchanger

Where’s the Zoom of VR? – TechCrunch