Around the World: A TikTok ban, AI innovations and Bluesky

Antony Young rounds up media news from beyond Aotearoa in a regular column for StopPress. This week TikTok moves closer to a potential US ban, AdWeek announces top AI innovations in marketing and Bluesky continues its rapid growth.

TikTok loses appeal to operate in the US

The U.S. Court of Appeals last week upheld the government’s TikTok sell-off bill, bringing the app closer to a potential US ban by January 19th, 2025, citing national security concerns over China’s influence. However, the decision could still be overturned, as TikTok plans to appeal to the Supreme Court and seek constitutional protection under free speech laws. Additionally, President-Elect Donald Trump has vowed to save the app and could issue an executive order to nullify the sell-off bill, though the likelihood and method of such action remain uncertain. These possibilities leave TikTok’s fate in the U.S. hanging in the balance.

56% of Google Searches are for generic terms

A new analysis by market research firm SparkToro reveals that 56% of Google searches are for generic terms, while long-tail queries account for just 3.6% of search demand. Astonishingly, 15% of all Google searches stem from only 148 keywords, highlighting a significant concentration in search behaviour across nearly 332 million queries and 320,000 unique terms. This trend underscores the growing challenge for websites to gain visibility in Google Search, especially in 2024, as organic search traffic consolidates among fewer sites and competes with Google’s AI overviews and search features.

The top AI marketing innovations in 2024

Klarna, Toys ‘R’ Us, and Pedigree NZ stand out as 2024’s leading examples of AI marketing innovation according to AdWeek. Klarna launched 30 AI-generated campaigns, claiming they saved $ 10 million in marketing costs annually, including a $ 6 million reduction in image production costs and a 25% cut in agency expenses. The global payment network and shopping assistant firm says AI was able to streamline its creative workflows, enable quick execution of global campaigns like Black Friday, though the company stressed it relies on human creativity for large-scale ideas. 

Toys ‘R’ Us used AI to create “The Origin of Toys ‘R’ Us,” its first brand film featuring a young Charles Lazarus and mascot Geoffrey the Giraffe. Produced in just weeks using OpenAI’s Sora, the ad significantly reduced costs in powering its creative, though minor flaws required human corrections.

Colenso’s Pedigree’s “Adoptable” campaign was also showcased, lauding AI’s ability to transform amateur dog photos into professional-grade images. This led to a 12% increase in shelter visits, with 50% of featured dogs being adopted, and earned the Outdoor Grand Prix at Cannes Lions. These examples highlight AI’s potential to reduce costs, enhance creativity, and deliver meaningful results, while underscoring the importance of human oversight for refinement.

UK ad ban to cover granola, muesli and porridge oats 

The UK government is implementing a junk food advertising ban starting next year, targeting unhealthy versions of breakfast cereals including granola, muesli and porridge oats, as well as snacks, sugary drinks, and other high-fat, sugar, or salt products. The ban aims to reduce children’s exposure to unhealthy foods by restricting online ads and TV promotions before 9 pm, with the goal of cutting 7.2 billion calories annually from children’s diets and preventing 20,000 cases of childhood obesity.

Critics, including the Advertising Association, argue the impact on calorie reduction will be minimal while causing significant revenue losses for media and creative industries. The rules use a scoring system to classify products, with some exceptions, and businesses are awaiting detailed implementation guidance from regulators.

Jury out on Australia social media banning laws

Australia’s law banning social media platforms from allowing users under 16 marks a significant moment in holding tech platforms accountable. It introduces fines of up to AUD 50 million for non-compliance. While advocates like Sonya Ryan, whose daughter was tragically harmed online, praise the move as long overdue, critics argue it risks isolating vulnerable children and driving them to unsafe online workarounds. Questions around enforcement, privacy, and unintended consequences remain. The Guardian summarises how other countries are dealing with protecting young people on social media.  

The big trends on YouTube in 2024

The 2024 YouTube Trends Report highlights the dominance of digital-native franchises and the growing intersection of traditional and digital media. Key examples include Amazing Digital Circus, which garnered over 25 billion views outside its episodes and appeared in eight out of 12 countries’ trending lists, and Dress to Impress, a Roblox-based fashion experience, which rose swiftly to global prominence. The Paris 2024 Olympics also thrived digitally, appearing in 10 trending lists through highlights, memes, and creator-led streams. Similarly, Deadpool & Wolverine leveraged digital trends like Fortnite Emotes and Shorts to sustain relevance. The report underscores how digital culture is reshaping global pop culture and harnessing digital fandom. Other notable trends include Cristiano Ronaldo’s record-breaking YouTube debut with 19 million subscribers in 24 hours, and Taylor Swift’s massive 200M UK views, solidifying her influence. 

Bluesky – the next big thing in social media?

Bluesky, a decentralised social media platform, has experienced rapid growth with 13 million users by early November and gaining 10 million more in the following month, largely driven by liberals leaving X after Trump’s election and dissatisfaction with Elon Musk’s platform changes. Bluesky’s appeal as an alternative that prioritises user control and community-driven interactions over ad-centric models.

Developed by Twitter co-founder Jack Dorsey and launched in public beta in 2023, Bluesky offers customisable moderation tools and a non-ad-supported framework, enabling users to curate their experiences. While Bluesky remains smaller than competitors like Threads or X, its potential lies in sustaining engagement through creator-driven content and a curated user experience, positioning it as a model for the future of digital political discourse and social media.

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