Google’s busy month: Vids gets a bulky update and more

From the writer’s room to the cutting room.

It’s all on one tab: Google Vids has received several new features you can access right now.

Here’s what’s new:

• AI avatars can now be directed via text prompts, placed in custom scenes, and dressed to match your brand
• Veo 3.1 generates eight-second video clips, with 10 free generations per month for all users
• Custom music via Lyria 3 lets you score videos with original tracks up to three minutes long

There’s also a new Chrome screen recorder extension if you need quick capture on the go.

And the workflow win comes in the shape of YouTube export: You can now publish your Vids directly to YouTube instead of downloading MP4s and reuploading. That’s convenient.

Also, Videos default to Private, so you’re in control before anything goes live.

If creating a video has felt too resource-heavy, that excuse just expired.

Elsewhere in Google’s busy month: Maps got conversational, Gemini started talking to your apps, and Pixel got a March upgrade. Full roundup here.

Snap creators set their own prices, Trial Reels get scheduling, and TikTok hides games in your DMs

No more bank of mom and dad for creators.

They’re in control: Snapchat has expanded Creator Subscriptions globally, letting eligible creators set their own pricing for subscriber-only content.

Creators keep around 60% of revenue, which means they’ll likely be on the lookout for brands to collaborate with more than before.

If you work with Snap creators, expect subscription tiers to become part of the negotiation.

Don’t fret over getting it perfect: On Instagram, you can now schedule when your Trial Reels are shown to non-followers. It’s a way to test peak times before committing to a full rollout.

Trial Reels have already driven an 80% increase in reach among non-followers, Instagram says. So smarter scheduling could directly improve your content testing ROI, in theory.

And TikTok is now hiding mini-games inside your DMs: Tap an emoji in any chat and a full game appears. This could help you keep top of mind for your audience and boost engagement.

However, as platforms lean harder into in-app gaming, it’s worth scrutinising whether that engagement translates into ad exposure or just inflates usage numbers.

No ban follow-through? Despite bans or restrictions on 4.7M accounts in Australia, 70% of affected kids are still accessing social platforms, and most haven’t even been asked to verify their age.

A reminder that regulatory headlines and regulatory outcomes are very different things…

How to maneuver Google Ads for sensitive categories

If you’ve landed in a sensitive ad category, you already know the pain.

Bye, remarketing. Bye, custom segments… Lookalikes? Nope. All the fun stuff is gone.

But the situation isn’t as bleak as it looks.

Jyll Saskin Gales over at WordStream breaks down one of the most misunderstood statuses in Google Ads and how to work around it.

What’s the deal: Google restricts personalized advertising in sensitive categories like healthcare, housing, and employment, to comply with privacy laws and anti-discrimination rules.

You can still run ads. You just can’t keep as close an eye on your website visitors.

Here’s what is still available: Keywords, dynamic search ads, AI Max, in-market segments, affinity audiences, detailed demographics, life events, and Performance Max.

That’s actually a lot to work with.

It’s natural to panic and pull back. But instead, you should lean into what’s still on the table. Here are the three strategies Jyll outlines.

1) Instead of targeting people, target the content they’re consuming. Place display ads on specific health websites, put video ads on specific YouTube channels.

A divorce lawyer can’t retarget past visitors, but they can run ads on channels about relationships or personal finance.

2) Use Google’s pre-built audience segments creatively. For example, a plastic surgeon can target “In-Market: Anti-Aging Skincare” or “Life Event: Recently Retired.”

Your ideal customers move inside these broader buckets; your creative and copywriting just have to do the qualifying work.

3) When your targeting is broad, your ads must be narrow. Specific headlines and niche imagery attract the right people and naturally repel the wrong ones.

This trains the algorithm over time.

Sensitive categories are certainly a constraint, but they’re not a death sentence. Creativity and specificity can compensate for a lot. Use them.

The secret ingredient of high-performing content? Nope, it’s not budget…

Success in the content kitchen is more about ingredients than luck.

If you’re looking to spice things up, you might want to look at what’s actually working:

Content relevance and quality are undisputed, with 65% of marketers citing them as the top factors for improvement. Other heavy hitters include:

• Team skills and capabilities (53%): Better talent leads to better output. which content to produce, for whom, and at what stage of the buying journey.
• Alignment with sales (45%): Closing the gap between “helpful info” and “closing deals”.
• Technology and tools (43%): Leveraging the right stack to streamline efforts.

Interestingly, marketers rank budget allocation (20%) and market conditions (16%) much lower, making us think internal execution still tops external factors.

The Crew’s Take: Effectiveness is an inside job. High-performing teams focus on the “how” (skills) and the “who” (sales alignment) rather than just waiting for a bigger budget or better market weather.

First, set up a monthly sync between your content and sales teams. Use “closed-lost” data to identify content gaps that could have helped overcome prospect objections.

The best content teams aren’t outspending you. They’re outexecuting you.

Pro members get insights on talent development, sales alignment strategies, and tool selection that actually moves the needle. $349/year covers your whole team (up to 10 people).