This week: Snapchat is still a hit with teens, Facebook has some new targeting options, and wait until you hear about Amazon Prime user growth.
Here’s what happened this week in digital marketing.
Facebook Launches Explore Feed on Desktop to Boost Post Visibility
Sick of your Facebook posts not showing up in the newsfeeds of people who “like” your page? Facebook has an answer to that.
Not a very good one, though.
The “Explore” feed, which has been available on mobile for some time, is now available to desktop users. It gives people a chance to see top posts for their interests across all of Facebook.
That means some of your “lost” posts might get in there.
“We are beginning to roll out a complementary feed of popular articles, videos, and photos, automatically customized for each person based on content that might be interesting to them. We’ve heard from people that they want an easy way to explore relevant content from Pages they haven’t connected with yet,” said a Facebook rep in an email.
As of now, there are no ads in the Explore feed.
Amazon Prime Users Represent 63% of Amazon’s US Community
According to a new report by Consumer Intelligence Research Partners, there are now 90 million Amazon Prime users in the US market. That figure represents about 63% of the entire US Amazon user community.
And the number is growing. In July, there were 85 million Prime users. In April, 80 million.
According to the report, Prime users spend an average of $1,700 per year. Non-Prime users spend about $700 per year.
Facebook Acquires tbh
Have you heard about tbh? It’s a an anonymous polling app. It’s also a big hit with teens.
That’s probably why Facebook purchased it this past week. The social media giant has seen a decline among teen users.
According to Facebook director of corporate and financial communications Vanessa Chan: “tbh and Facebook share a common goal — of building community and enabling people to share in ways that bring us closer together. We’re impressed by the way tbh is doing this by using polling and messaging, and with Facebook’s resources tbh can continue to expand and build positive experiences.”
The financial details of the deal are undisclosed.
Google AdWords Adds ‘Days to Conversion’ Report
A new report in Google AdWords will show you how long it takes users to convert after clicking on one of your ads.
That’s great news if you’re interested in tracking the “length” of your sales funnel.
Remember, not everybody who clicks on one of your ads converts right away. But thanks to your remarketing efforts and how well you outshine the competition, many people who click on an ad might convert eventually.
The new report will tell you how long it takes to get to eventually.
Study: Facebook Native Videos Receive 530% More Comments
Looking to increase engagement on Facebook? Try posting native videos.
According to a recent study by Quintly, native videos receive 530% more comments than videos shared from tube sites.
The study analyzed 187,000 Facebook pages and more than 7 million posts.
Quintly also found that 92% of all videos published to Facebook are native videos. YouTube videos were published to only 26% of all pages analyzed.
Pinterest Opens Search Ads to All Advertisers
Good news if you want to run targeted ads on Pinterest: the company is opening search ads to all advertisers.
You now have the option to buy ads using the platform’s self-serve interface.
Also, you can target users with campaigns based on keywords. Both broad and exact-match targeting options are available.
Pinterest will also allow you to add negative keywords so you can screen out users who don’t fit in your target market.
In addition to that, the company is also rolling out an “autotargeting” feature. That gives you the opportunity to target queries unrelated to your own keywords but are considered relevant by the Pinterest Taste Graph.
Google Launches Mobile-First Indexing for Some Sites
It looks like Google is finally moving forward with mobile-first indexing.
This past week, John Mueller reluctantly admitted that the long-awaited roll-out has begun.
“It’s possible that for individual sites we were kind of already indexing the mobile version but it’s probably like a really small number,” he said. “I wouldn’t see that as saying like we’ve started with this but it’s more kind of still in the experimental stage.”
Facebook Adds a Couple of New Targeting Options
If you run ads on Facebook, the company has just given you a couple of new targeting options.
Now, you can create an audience based on Dwell Time or Link Sharing.
A Dwell Time audience consists of people who’ve spent time viewing your display ads. They might be people at the lower end of the sales funnel.
A Link Sharing audience, as the name implies, consists of people who’ve shared your content on Facebook.
Report: Snapchat Widens Its Lead in Teen Usage
Although Snapchat is a brand that appears to be sagging overall, it’s still performing well with teens.
In fact, according to a report by Piper Jaffray, Snapchat is more popular with US teens than ever.
The report says that Snapchat is the preferred social media platform for 47% of teens. That’s up 12% from the previous year.
Instagram takes a distant second at 24%.