This week: mobile shopping is on the rise, Facebook announces new video options, and Google advises you to read your content out loud.
Here’s what happened in digital marketing this week.
Report: Majority of Snapchat Users Ignore Ads
According to research from Fluent, 69% of Snapchat users disregard ads “often” or “always.”
Even worse: that number goes up to 80% among 18 to 24-year-olds. People in that age group are a key target of many Snapchat advertisers.
The stats were collected from a survey of more than 3,200 American Snapchat users. Even though that’s only a small portion of the user community, it’s a large enough sample for a sound representation.
The research also showed that 61% of Snapchat users don’t follow any news organizations.
Facebook Announces New Video Options
This past week, Facebook announced a range of new video options designed to improve user experience.
First, sound will autoplay on video by default. If you’re a Facebook user, then you’ve probably noticed that video sound is muted as you scroll through your newsfeed. That’s about to change.
Second, Facebook is going to improve the way that vertical video content is displayed on mobile platforms. That’s a continuation of an update from last August and it’s a point of contention within the social media company.
Third, Facebook is also adding a “watch and scroll” feature. That means users can watch a video wall still scrolling through their feed.
Finally, Facebook has confirmed that it will soon roll out a TV app so that users can enjoy the social media platform on a larger screen.
Facebook Rolling out New Job Posting Option
This past week, you might have noticed that Facebook alerted you to the fact that you can now post a job opening on its platform. That new feature has just been rolled out to business pages.
Here’s what Facebook has to say about it: “[B]usinesses in the US will be able to post job openings, and their future employees will be able to easily find those posts on their Page or in the new jobs bookmark. This new experience will help businesses find qualified people where they’re already spending their time—on Facebook and on mobile.”
Job openings will be viewable at www.facebook.com/jobs
Google: Read Your Content out Loud to Make Sure It Will Rank Well
Google’s Gary Illyes offered some sage advice to webmasters this past week: read your content out loud.
Why? Because if it sounds strange when you read it out loud, then it might not rank very well.
DYK if you read out loud the text on your page and it doesn't sound natural, that piece of text may weigh much less during ranking pic.twitter.com/IfXMKB1GFg
— Gary Illyes ᕕ( ᐛ )ᕗ (@methode) February 15, 2017
Here’s exactly what Illyes posted on Twitter: “DYK if you read out loud the text on your page and it doesn’t sound natural, that piece of text may weigh much less during ranking.”
Google: Give SEOs 4-12 Months to See Ranking Benefits
If you’re an SEO, Google gave a boost to your profession this past week by advising your clients to be patient.
Maile Ohye posted a video on how to hire an SEO. In it, she said “in most cases, SEOs need four months to a year to help your business first implement improvements and then see potential benefit.”
A couple of SEOs on Twitter acknowledged that the timeline Ohye specified is accurate.
Creative Commons Launches Search Engine for Free Images
If you’re looking for free images you can use in your content, Creative Commons just gave you a very early Christmas present.
The non-profit launched a beta version of a search engine called CC Search. It’s designed to make it easy to find images that you can use in your content marketing efforts.
According to Creative Commons: “The new CC Search harnesses the power of open repositories, allowing users to search across a variety of open content through a single interface. The prototype of this tool focuses on photos as its first media and uses open APIs in order to index the available works.”
Hootsuite Buys AdEspresso, Adds Facebook/Instagram Ad Management
This past week, Hootsuite announced its acquisition of AdEspresso. The company also announced the launch of AdEspresso-based Hootsuite ads.
The new feature, according to Senior Director of Business and Corporate Development Richard Hungerford, replaces a “lighter” ad management feature within Hootsuite. The new tool also offers users a way manage Facebook and Instagram ads.
Report: Facebook Activity Dipped in 2016
According to Mavrck, Facebook activity took a dip in 2016.
Here are some of thier major findings:
- User engagement in 2016 was lower compared to 2015
- Facebook users posted less original content in 2016
- Facebook successfully reversed seven declining months of News Feed engagement
- User-generated posts drove much higher engagement than brand-generated posts
- Average engagement per post was significantly higher for more influential users
Mobile Makes up 21% of Online Spending in Q4 2016
In the fourth quarter of 2016, consumers spent $109.3 billion online. Mobile spending contributed $22.7 billion, or about 21%, to that total.
In the third quarter of 2016, mobile made up about 20% of total online ad spending. So the Christmas quarter saw a bit of an uptick.
In 2010, mobile sales contributed less than 4% of e-commerce spending.