This week: Instagram influencer marketing is on the rise, DuckDuckGo continues to enhance its service, and wait until you hear about how much consumers spent during the holiday season last year.
Here’s what happened this week in digital marketing.
Holiday Shoppers Smashed Spending Records Last Year
This is probably the last “Look How Much Holiday Shoppers Spent Last Year” post.
And it’s a doozy.
According to Adobe, consumers spent a whopping $126 billion shopping online between Nov. 1 and Dec. 31, 2018.
That’s an average of about $2.1 billion per day if you’re keeping track at home.
The report is based on more than a trillion (with a “tr”) visits to retail websites as well as product and transaction analyses.
More than half (51%) of visits to e-tailers happened on mobile devices. However, mobile was responsible for less than a third (31%) of overall sales.
Desktop accounted for 40% of visits and 60% of revenue.
BOPIS (Buy Online, Pickup In Store) also soared 50% over the previous year.
As for Cyber Weekend, revenue was up 20% overall with $7.9 billion in revenue.
Amazon’s Video-On-Demand Service Is Running Ads
Advertisers can now promote products and services on Freedive, Amazon’s free video-on-demand-service.
Freedive is available on the Amazon-owned iMDB website, Amazon’s Roku channel, and Amazon Fire TV devices.
“We will continue to enhance IMDb Freedive based on customer feedback and will soon make it available more widely, including on IMDb’s leading mobile apps,” says iMDB CEO Col Needham.
Freedive also lives up to its name. Viewers don’t have to pay for a subscription to watch shows. Instead, they have to watch ads.
Look for more info on advertising opportunities with Freedive in this space in the near future.
Instagram Now Allows Marketers to Share Posts Across Multiple Accounts
Instagram just made your life easier if you’re managing multiple accounts.
The Facebook-owned social app recently rolled out a new feature for iOS users to share a post across two or more accounts.
“We are rolling out this feature to provide a better experience for people who often post to multiple accounts,” says an Instagram spokesperson.
Obviously, the feature is most likely to benefit social media managers who handle multiple accounts.
On the other hand, there are plenty of entrepreneurs who manage multiple social media accounts as well. They can save time with the new feature.
Finally, influencers who want to share the same post across multiple accounts will also appreciate the ability to do so with just a few swipes.
There are currently no plans to extend this feature to the Instagram Android app.
DuckDuckGo Integrates With Apple Maps, Enhances Local Search
DuckDuckGo is now appealing to people who use local search.
The privacy-driven search engine recently added Apple Maps to support address-related and map searches.
In the past, DuckDuckGo used other service providers to show local results. Going forward, all of that kind of info will be provided by Apple Maps.
As is the case with Google Maps and Bing Maps, users will see a map with listings in the sidebar. People who want more info on a particular listing can just click on it.
Unsurprisingly, DuckDuckGo is going out of its way to say that privacy standards are still in place with local searches.
Pay attention if you’re using GoDaddy as a hosting provider.
The whole point of adding the script is so that GoDaddy can collect analytics called Real User Metrics (RUM). The company uses the info to optimize its systems and server configurations.
All GoDaddy customers are opted in to RUM by default. So if you’re a GoDaddy customer and you haven’t specifically opted out, you’re opted in.
If you’d like to opt out:
- Log in to your account
- Access cPanel
- Click on your hosting account
- Click the three-dot menu
- Select “Help us”
- Click “Opt out”
Google: Mobile-First Indexing Has Nothing to Do With Mobile Usability
If your site isn’t yet mobile-friendly, that doesn’t mean it won’t be added to the mobile-first index.
According to Google’s John Mueller, mobile-first indexing doesn’t just apply to sites that are mobile-friendly.
In fact, even sites that are hostile to mobile users (such as sites loaded with PDF docs), could still get tagged for mobile-first indexing.
Just don’t expect those kinds of sites to rank very well.
As long as Google can crawl the text and the site can display, in any way, on a mobile platform, Google might add it to mobile-first indexing.
YouTube Will Eliminate the Ability to Automatically Share Videos on Twitter
At the end of this month, YouTube is getting rid of the feature that enables you to automatically share newly published videos to Twitter.
YouTube is eliminating auto-sharing to Google+ as well. But only the remaining 17 people who still use Google+ care about that.
Some people speculate that Google is making the change to encourage more manual sharing.
YouTube also tells users that it’s better to share videos to Twitter with a message.
“We’ve found that sharing these actions with a custom message (instead of through automatically generated posts) provides a better experience for the sharer and their followers on other social networks,” the company says in a statement.
Study: Backlinks Still Matter
This shouldn’t come as a surprise.
According to a new report by Stone Temple Consulting, backlinks still help boost rank.
So if you think you can get to the top of the SERPs on the strength of your content alone, think again. You need to build a healthy backlink profile.
“The reason we continue to pursue this type of study is to continue to test whether links continue to remain an important ranking factor, and this year’s report tells us that the answer is still ‘yes’,” says Stone Temple founder Eric Enge. “In today’s world, that means doing the hard work of creating great sites, great content, great UX, and doing an effective job of telling the world about it.”
Report: Instagram Influencer Marketing Grew by 39% Last Year
According to a new report by Klear, Instagram influencer marketing is on the rise.
The research team used its tools to analyze more than 2.1 million sponsored posts on Instagram in 2018. Their key finding: influencer marketing on the platform grew by 39% year-over-year.
Klear also said that micro-influencers posted 84% of sponsored posts worldwide.
That last stat is significant. It shows that marketers are leaning on smaller, niche-focused influencers.
The research also shows that 1 in 3 sponsored posts was inside an Instagram story.