Scale & Strategy
this is Scale & Strategy the newsletter that’s designed to be the ‘Robin’ to your portfolio’s ‘Batman’.
Apple and Google Brace for TikTok Ban, November’s Top Apps, and More
The TikTok drama continues to unfold, and it’s looking more intense than a Hollywood thriller.
What’s happening? Members of the House Committee on the Chinese Communist Party (CCP) are urging Apple and Google to prepare for a U.S. ban on TikTok. ByteDance, TikTok's parent company, has until January 19th to relinquish control of the app. If it doesn’t, TikTok could be removed from U.S. app stores.
While ByteDance plans to appeal the ruling, the clock is ticking—and businesses should start planning for potential ripple effects now.
No such thing as bad publicity? Despite the looming ban, TikTok was the second most downloaded app in November.
Instagram retained its crown as the most downloaded app, with 53 million downloads—46 million of those coming from Google Play. WhatsApp, Facebook, and ChatGPT rounded out the top five, with OpenAI’s chatbot making its first-ever appearance that high on the list. It’s clearly outpacing its competitors in user growth.
What about Bluesky? The decentralized platform hasn’t cracked the top download charts yet, but it’s celebrating a milestone: 25 million users. Even celebrities like Mark Hamill (aka Luke Skywalker) are joining, driving sign-ups.
Opening Bluesky to the public instead of keeping it invite-only seems to be paying off.
Google Updates: New Beta Features for Advertisers
Google has been busy fine-tuning its tools, and the latest updates could be game-changers for advertisers.
Negative keyword exclusions are here (almost): A new beta feature allows campaign-level negative keyword exclusions for Performance Max campaigns. Once fully rolled out, this will give advertisers better control by blocking unwanted search terms from triggering ads.
The feature is expected to roll out globally by 2025, so if you don’t have access yet, it’s coming soon.
Simpler reporting with AI: Google Ads is also testing an AI-powered feature to generate custom reports. Want to know your top-performing locations? Just ask Google Ads, and it’ll fetch the data for you—no more digging through endless dashboards.
These updates could save time and improve campaign efficiency.
(Oh, and sorry for the pun earlier. Sometimes, we just can’t help ourselves.)
How to Create Outstanding, SEO-Optimized Short-Form Videos
Video content is still reigning supreme as the most engaging form of content creation. Platforms love it, viewers love it—and here’s the kicker—it can be great for SEO too.
But here’s the problem: most short-form videos aren’t optimized for search engines.
If you want your videos to reach the right audience and perform well, Claire Taylor’s guide has you covered.
1. Scripting: The SEO Foundation
Your script is the backbone of your video’s SEO. Make sure to include relevant keywords that match what your audience is searching for.
For example, if you’re in the healthy eating space, use terms like “quick meal prep tips” to signal the video’s topic to algorithms. This helps your content surface for the right viewers.
And don’t skip the call-to-action (CTA)—it’s the bridge between your video and your audience’s next step, whether it’s engaging with your content or making a purchase.
2. CTAs: Driving Action
CTAs aren’t one-size-fits-all. Here are three types to consider:
- Engagement-focused: “Leave a comment, tag a friend.” These boost visibility and interaction.
- Traffic-driving: “Check out the link, subscribe.” Use these to guide viewers to external platforms or your website.
- Community-building: “Follow for more, join our community.” Follower growth signals relevance to algorithms.
Placement matters:
- If your video has a high drop-off rate, add CTAs early.
- To leave a lasting impression, include a CTA at the end.
You can also experiment with visual or verbal CTAs to encourage viewers to stick around—and always test different approaches to see what resonates best.
3. Optimizing: Making Your Video Search-Friendly
To maximize SEO benefits, don’t overlook the details:
- Meta titles, descriptions, and tags: These tell platforms what your video is about.
- Captions: Not only do they make your video accessible, but they also help algorithms “read” your content.
- Hashtags: Choose them strategically to align with SEO goals.
- Thumbnails: Keep them visually appealing and clickable to boost your video’s chances of standing out.
With these tips, you’ll be well on your way to creating short-form videos that grab attention and rank high in search results. Happy filming!
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