TikTok not allowed in the House

Hey 👋

This is Pipe Rise. We show you a handful of cool things happening in B2B Marketing, in less than a 5-minute read.

In Today's Email:

• TikTok not allowed in the House

• What to expect from Instagram in 2023

• 2022 recaps, newsletter growth tools, and making it look like you're everywhere

• Differentiate your company by choosing an enemy

WHAT SMART PEOPLE ARE TALKING ABOUT TODAY 👀

#1 - TikTok not allowed in the House

Looks like the US House of Representatives is giving TikTok the boot! In an internal notice sent to House staff, the short-form video app was deemed a "high risk" due to security concerns and has been banned from all electronic devices managed by the House. And it looks like the party's not over yet - the US government is also expected to kick TikTok off all federal devices as part of a massive $1.7 trillion bill. Don't worry TikTok, it's not personal, it's just politics.

But what's got everyone so riled up about TikTok? Some say it's a live microphone and camera that's collecting user data and sending it straight to the Chinese government (yikes!). While the app has already been banned on government devices, a full-on ban for the general public might be a bit more of a stretch. After all, it's not every day that a government tries to take down a social media giant.

So, the question is, why not just move all those servers from China to the US and cut off that pesky data pipeline people are worried about? That'd go a long way in saving TikTok in the US.

But anyway...let's say TikTok does get the boot in the US. In that case, we might just see a comeback for Facebook & Instagram Ads. Word on the street is that they've been improving significantly lately, with better overall results since Apple turned their world upside down. Could 2023 be the year of the Facebook & Instagram Ad resurgence? Only time will tell.

#2 - What to expect from Instagram in 2023

Ah, Instagram. The beloved app that once upon a time, graced us with its golden presence and allowed us to feel like true artists with its fancy filters and frames. But alas, It's been a bit of a rollercoaster year for Instagram. On the one hand, they hit the two billion monthly active user mark, but on the other hand, they've been accused of copying TikTok and losing their own identity in the process.

It's no secret that Instagram has been struggling to maintain its status as a unique and innovative app. It's become a hodgepodge of YouTube, TikTok, Snapchat, and even Facebook. Don't get us wrong, it's still killing it with its 2 billion monthly active users. But let's be real, we're all just waiting for the next Kylie Jenner scandal to send us into a frenzy and potentially mark the end of Instagram's reign.

But fear not, dear followers, for Instagram CEO Adam Mosseri has come to save the day with the platform's three key priorities for 2023.

First up, inspiring people to get creative with the use of visual customization and editing tools, including AR creation and 3D objects. Basically, Instagram wants to be the go-to place for all your metaverse needs and is on the hunt for the next generation of creators.

Second, IG wants to help us discover things we love by shifting away from a focus on following specific users and towards a TikTok-like approach that highlights the best content based on our interests.

And lastly, Instagram wants to bring us all together with in-app communication and connection features, including group video calls and shared experiences.

So there you have it, Instagram's grand plan for 2023. Will it bring us back to the glory days or will it join the ranks of MySpace and Friendster? Only time will tell.

STUMBLED UPON GEMS 💎

• All the 2022 recaps from the big players - TikTok, Reddit, Google, Youtube

• Use Casey Hill's Surround Sound strategy to make it look like you're everywhere

• Upscribe is a free newsletter growth tool that lets you piggy back off other popular newsletters - using it is a no-brainer

STUDYING THE GREATS 🏆

One marketing thing you can do to stand out from the crowd? Draw a line in the sand, find your enemy and share your view of the world.

It's a proven play to show how you're different

Examples?

• Slack - anti email

• HubSpot - anti outbound

• Salesforce - anti on-premise software

MEME OF THE DAY 😂

That's a wrap for today. Cya tomorrow for our last edition of 2022 ✊