This week: people are standing by their man (Mark Zuckerberg), Pinterest is giving business users a profile page makeover, and responding to user reviews can increase your conversion rate.
Here’s what happened this week in digital marketing.
Facebook Testing New Video Format
Facebook is testing a new video format. It’s called Facebook Premieres.
The new format will allow publishers to post pre-recorded video as live footage.
“People will be able to experience Premieres of videos like movie trailers, new episodes of Facebook Watch shows, or new content from their favorite creators, alongside other fans together in real time — just like watching a Facebook Live video,” said Facebook VP of Product for Video, Fidji Simo.
Users can post comments and react to Premieres videos just as they do to “normal” live videos.
As of now, though, the new format is only available to a select group of testers.
Pinterest Gives Business Profile Pages a Makeover
Pinterest is redesigning business profile pages.
The aim is to give brands more control over the content that they highlight. They’ll also have more flexibility when it comes to customization options.
The new customization options include the ability to showcase specific pins, a dynamic cover image, and the ability to highlight a board.
Perhaps best of all, though, is that the new profile pages will display the monthly viewer count just below the business name.
Pinterest says the new design is based on feedback received from the user community.
Google Will Issue Manual Actions for Expired Job Postings
If you’re running a website that uses the job posting markup, you’d better make sure that all your postings are up to date. Otherwise, you could face a manual penalty.
According to recently updated Google guidelines: “Failure to take timely action on expired jobs may result in a manual action.”
There’s no word on how Google defines “timely” in that context. The best thing to do is to remove a job listing once that job is no longer available.
Google’s warning does not apply to sites that post job listings without schema markup.
Study: Responding to Reviews Can Improve Your Conversion Rate
According to a new study by Location3, it pays to respond to user reviews.
The research found that businesses with the highest response rate to user reviews saw an average conversion rate of 13.86%. Those with the lowest response rate saw an average conversion rate of 10.42%.
The report also says that “engaging with customer reviews as a business owner has a positive correlation with improved conversion rates for paid search advertising.”
Unsurprisingly, the same study also found that higher star ratings translate to higher paid-search conversion rates.
Google: One Strong Page Is Better Than Many Weak Ones
If you’re thinking about taking one of your highly ranked pages and splitting it up into a few smaller pages, think again. Google says that’s not a good idea.
According to John Mueller: “[T]hose smaller pieces themselves might not be that clearly kind of targeted where we can really recognize actually all of the information is here and they can navigate to the rest of the site here.”
Mueller also said that breaking up one page into smaller pages “can work,” but Google will need to grab the full context within each individual page.
Report: Featured Snippets Are Showing up Less in Mobile Search
According to RankRanger, the number of Featured Snippets showing up on mobile search is decreasing. Meanwhile, the number of direct answers is increasing.
There’s little change with the desktop results, though.
If RankRanger’s report is accurate, that means your website will likely receive fewer hits from mobile search as users will get their answers directly from Google.
Reddit Has More Users Than LinkedIn, Snapchat, and Pinterest
If you’re looking for a new marketing channel, you might want to check out Reddit. That’s because it’s got 330 million monthly active users (MAUs).
That’s more than LinkedIn, Snapchat, and Pinterest.
Twitter has the same number of users: 330 million. Instagram has 800 million MAUs and Facebook has 2.13 billion.
Reddit has also seen its MAUs increase by 30% over the last six months. In other words, it’s growing.
Snapchat Adds Advanced Lens Creation Tool
If you’d like to do some really creative marketing with Snapchat, consider building your own face-altering lens within Lens Studio.
Although Lens Studio was launched last year, it only gave users the ability to put virtual objects on their own photos. The new feature is much more sophisticated.
Specifically, you can use 3D overlays that can add morphology to your own image. If that’s how you roll.
Snapchat will also highlight the most creative uses of lenses in the Discover tab.
Facebook Usage Rates Are Steady After the Cambridge Analytica Scandal
Apparently, not too many people have decided to leave Facebook in the wake of the Cambridge Analytica scandal.
CEO Mark Zuckerberg said that he’s seen “no meaningful impact” to on-platform activity in recent days.
Also, Facebook VP of Global Marketing Carolyn Everson said that most users haven’t updated their privacy settings and advertiser activity hasn’t changed much.
“[We] aren’t anticipating major changes to our overall revenue and business model,” she said.