Welcome back to The Shoppe! This week we’re talking about Apple’s New Email Privacy Update, Artificial Marketing, TikTok’s New Partnership, and the YouTube Shorts Creator Fund. Don’t forget to subscribe so you can be notified every time we post!

Apple's New Email Privacy Update

Apple is letting users decide whether to opt into tracking pixels, which indicate if someone has opened an email. These changes are slated to take place this fall. This comes amid other user privacy measures taken by Apple, such as iOS 14’s App Tracking Transparency feature. On the iPhone, Apple Mail accounted for nearly 40 percent of email opens, according to an analysis of 3 billion emails from earlier this year. This may pose a threat for businesses that heavily rely on email to communicate with their customers, such as newsletters. The open rate is an important measure of engagement, and without knowing which people are opening each email, businesses will have a more difficult time targeting customers. Other features in the software update will also be geared toward user privacy. For example, the App Privacy Report shows the permissions each iPhone app has and how much they’re being used. iCloud+ offers Private Relay, which encrypts traffic leaving a user’s device. Finally, Hide My Email gives users the ability to create and delete multiple addresses at a time to control who is able to contact them. 

Artificial Marketing

The tool Copy.ai allows users to produce content in seconds. The AI uses OpenAI’s GPT-3, a platform that generates text based on a phrase or a sentence. With over a trillion words to choose from and an ability to recognize large-scale patterns in text, Copy.ai predicts what you want to write. While it may seem to be a tool to replace copywriters, the creators intend on the AI being used to support the copywriting process. “We try to give you the first draft,” said Chris Lu, cofounder and chief technology officer of Copy.ai. Especially when copy is being uploaded to multiple social media platforms, Copy.ai can offer different versions of the same post with ease. The GPT-3 platform is growing quickly. It is already being used by over 300 applications with an average of 4.5 billion words being generated per day. This comes only nine months after the OpenAI launch.

TikTok's New Partnership

 TikTok recently announced that it would be partnering with Vimeo and Canva to streamline the design of campaign creative. Vimeo users will be able to use Vimeo Create, which was launched in February 2020, to make TikTok ads. The platform has different templates to choose from, with royalty-free music and graphics. For small and medium-sized businesses who may not have the resources to create professional ads, this Vimeo and TikTok partnership will be beneficial. Within Canva, more than 50 TikTok ad templates will be available. Canva and Vimeo have also become one of TikTok’s Creative Marketing Partners. Creative Partners “leverage a technical integration with the TikTok marketing API,” which means that they can be directly involved with TikTok’s ad platform. Canva users can publish to TikTok using the Publish End Points tool directly from the website.