This week: podcast listening continues to grow, Twitter has a new ad format, and Shopify has a new toy.
Here’s what happened this week in digital marketing.
Podcast Listening Continues to Rise
A new study released by Adobe Analytics tells a familiar tale: more and more people are listening to podcasts.
Since January 2018, podcast mobile app usage increased by 60%. Even better: 45% of listeners said they expect to tune in to more podcasts in the future.
About 25% of current podcast listeners just started listening to podcasts within the past six months.
One-third of the millennials surveyed said they listen to five or more podcasts per week.
Just over half (52%) of respondents said they listen to podcasts while commuting to work. Forty-eight percent said they listen while in the car.
The research also showed that 25% of listeners have bought products they learned about through podcast advertising.
Twitter Rolls out 6-Second Viewable Video Ad Bids
Twitter is releasing a new ad format that allows advertisers to run 15-second ads. However, they’ll only get charged when the ad is viewed for six seconds or more with at least half the pixels in view.
According to Twitter the new ad type is a “flexible option for advertisers who care about the completed view metric, but are ready to lean into the mobile-first paradigm and develop short-form assets optimized for in-feed viewing.”
Alice Oliveira is the CSB marketing director for Dell. She said the ad format increased her company’s view rate by more than 22%.
A Twitter-sponsored study by EyeSee also found that short-form videos with clear branding produced improved ad recall on mobile when compared against TV-type videos.
Facebook Launches ‘Clear History’ Tool
This past week, Facebook announced the rollout of its “clear history” tool. It enables users to view the websites and apps that send Facebook their data.
Even better: the tool allows users to remove that data from their accounts and disable Facebook’s ability to store it in the future.
It’s worth noting, though, that user data isn’t actually deleted. It’s just disconnected.
Facebook has been promising this tool since at least May of last year.
The company says it took so long to deliver the tool because it required “an extensive redesign” of how the system stores and processes user activity.
Google Discover Sends People to Product Pages, Too
You might think that Google Discover is only for news sites. Think again.
This past week on Twitter, one SEO shared his Google Search Console performance report for the Discover feed. It showed that Google was sending visitors to his product pages.
Somebody who manages a B2C e-commerce site replied to that tweet and said that yes, in fact, Google Discover is sending visitors to product pages on his site as well.
Instagram Cracking Down on Fake Stories Views
Instagram is taking action against people who are trying to manipulate Story view counts.
Apparently, some Instagram spam accounts are “watching” Stories in an effort to seem authentic so they gain followers.
Instagram recently cracked down on bots. This latest strategy is an apparent attempt to convince the platform that bot accounts are real people.
It’s a strategy that will almost certainly fail in the end.
Shopify Rolls out Native Chat Tool
If you’re a Shopify user, you’ll be happy to learn that the platform is offering a native chat tool.
Even better: it’s available to you at no additional cost.
The tool is available on all browsers and runs on all operating systems.
If you decide to use it, the chat tool will display on all pages of your Shopify ecommerce site.
It’s a great feature to use if you’d like to give your shoppers the opportunity to communicate with someone in your business who can answer their questions quickly.
Report: Facebook Doesn’t Like Images on HTTPS URL
Menlo Park, we have a problem.
According to Barry Schwartz, Facebook stopped showing images for some of his organic Facebook posts.
“People were sharing my stories, but the images stopped sharing all of a sudden in the past couple days,” he said.“Turns out, in what’s likely a bug, Facebook doesn’t like images on HTTPS URLs. People stopped sharing my stories because Facebook was including a random image.”
Schwartz wasn’t alone in noticing the problem. There’s a Stack Overflow thread dating back to 2012 that highlights the issue as well. That thread has an update as recent as four months ago.
Users got around the problem by using non-secure (HTTP) images instead of secure (HTTPS) images.
But that seems like an awkward workaround.
Apparently, Facebook has been looking into the problem since 2012.
Study: Pinterest Could Be a Great Place to Target… Auto Buyers?
Pinterest: It’s not just for fashion and recipes anymore.
According to a new study by Oracle Data Cloud, Pinterest users are more active early adopters for new car models than people who don’t use the platform.
As compared to non-Pinners, Pinterest users are:
- 31% more likely to buy a new SUV after release
- 28% more likely to buy a new vehicle within the first 90 days of release
- 13% more likely to buy a truck after release
The research also showed that Pinterest now reaches half of U.S. adults who plan to buy a car within the next six months.
Snapchat Publishes Report Highlighting Opportunities for Automotive Marketers
Speaking of the automobile industry, it looks like there are some opportunities to reach car buyers on Snapchat as well.
According to a report by Factual, people who use Snapchat “take more test drives, and are more likely to visit multiple dealerships and consider a broader set of auto brands” than non-Snapchatters.
It’s worth noting, though, that the report was published by Snapchat. So there’s a conflict of interest.
However, Snapchat’s core audience of 13-34 year-olds make up about a third of new car registrations in the U.S. There’s clearly a market for auto-sellers on the platform.
Google’s Lightweight Search App Rolls out on Android Devices Worldwide
This past week, Google rolled out a lightweight version of its search app. It’s called Google Go and it’s available on all Android devices.
Initially, the app was designed for users in emerging markets with limited bandwidth or poor Internet connections. It takes up only 7Mb of space and includes offline features.
Google Go also offers users the ability to find trending topics, search for images, and switch between languages.
Unsurprisingly, the app also supports voice search.
The largest percentage of Google Go users are located in India.