This week: lots of new goodies from Instagram, Snapchat rolls out new ad tools, and wait until you read about who’s taking U.S. digital ad market share away from Facebook and Google.
Here’s what happened this week in digital marketing.
Snapchat Rolls out Location-Based Ad Filters and New Analytics Tool
This past week, Snapchat unveiled three new ad tools. Two of them deal with location-based targeting and the other one is an in-store analytics utility.
The first location tool enables you to filter by category. That means you can reach people based on the type of place where they’re at. Examples include a beach, a movie theater, or a university.
There are more than 150 location categories to choose from.
Next, Snapchat also allows radius targeting. As the name implies, that gives you the ability to target users who are within a specified radius of a geographic point.
Hopper, a travel-planning website, reportedly cut its costs per impressions (CPIs) in half with radius targeting.
Finally, Snapchat also launched its Foot Traffic Insights tool. It provides info about the age, gender, and interests of Snapchat users who visit your store.
As of now, the Foot Traffic Insights tool is still in beta. Snapchat says it will formally launch “soon.”
You No Longer Need Extra Software to Go Live on YouTube
YouTube just made it easier for you to create a livestream.
Now, if you want to create a live show, you just need to visit this URL: https://youtube.com/webcam.
If it’s your first time visiting that URL and you’ve never done a live broadcast before, YouTube will put you through a verification process. The whole thing should take less than a day.
This means you’ll no longer need to purchase additional software to produce a livestream. The YouTube platform has everything you need.
YouTube also said that it will add a livestream feature to its mobile app on several hardware platforms soon.
Prediction: Amazon and Snapchat Will Steal U.S. Ad Share From Facebook and Google
According to eMarketer, Amazon and Snapchat will take some of the U.S. ad market share from both Facebook and Google in 2018.
The forecast states that Amazon will surpass $2 billion in ad revenue for the first time this year. That’s 3% of overall digital ad spend.
Snapchat ad revenue will grow this year as well. According to the report, Snapchat ad spend will cross $1 billion and take about one percent of the market share.
That’s a whopping 80% year-over-year growth.
By way of comparison, Facebook ad revenues are expected to reach $21 billion this year and take just shy of a 20% market share. Google ad revenues will hit almost $40 billion and take a 37% market share.
Instagram Will Show Posts in Reverse Chronological Order
Remember the “good old days” when social media channels showed you posts in reverse chronological order? Now, they use algorithms to determine what they think you want to see.
But that’s no longer the case with Instagram.
Instead, Instagram is going back to those good old days and show newer posts near the top.
It’s not perfect, though. There’s still an algorithm involved in determining which posts appear.
Still, it’s better than a feed that’s completely dominated by an algorithm.
Instagram says that further improvements will roll out over the next few months.
Instagram Includes Support for Hashtags and Profile Links in Bios
Speaking of Instagram, the company is now letting you insert links to hashtags and other profiles in your bio.
That means people who view your biography can find your business partners and employees with just a tap.
In fact, any time you precede a word with “#” or “@” in your bio, Instagram will turn it into a link. That’s a great way to advertise your interests and promote your network online.
Also, when you link to another person’s profile in your bio, the person receives a notification. Laws of karma dictate that some of those people will link back to you.
Instagram Opens Shopping Tags to More Businesses
Still speaking of Instagram, the company is opening up shopping tags to more businesses.
If you’re unfamiliar with shopping tags, they enable businesses to add price and description content to any image. Users can click on the tags and go straight to the product detail page for that item on an ecommerce website.
In the past, Instagram allowed businesses in the fashion industry and Shopify merchants to use the tags. Now, the social media company is making them available to companies in Canada, Australia, Brazil, Germany, France, Italy, Spain, and the UK.
Instagram also said that more than 200 million of the app’s daily users visit at least one business profile every day.
Google: 404 Errors Are Okay If They Have No Traffic
Got some 404 errors on your site? That might not be a problem.
This past week, somebody asked Google’s John Mueller the following question: “What should I do with 404s in Search Console that are from ancient versions of my site?”
Mueller replied that it’s “perfectly fine” to leave those 404s alone if they’re so old that no other pages on the site link to them and they’re not receiving any traffic.
On the other hand, if they have internal links pointing to them, they should be cleaned up. In that case, it’s best to use redirects.
Google: Using Non-English URLs for Non-English Websites Is Just Fine
This past week, Google’s John Mueller said that it’s fine to use non-English URLs for non-English websites.
“[N]on-English words and URLs are fine, [and] we recommend using them for non-English websites,” he said.
Mueller also said that Google uses URLs primarily as a way to address a piece of content.
“As long as URLs are valid and unique, that’s fine,” he said.
Google: We’ll Start Notifying Sites When They’ve Moved to the Mobile-First Index
This past week at SMX Munich, Google’s John Mueller said that Google Search Console will send notifications to sites that have been moved from the desktop-first index to the mobile-first index.
Google hadn’t planned to notify webmasters about the switch in the past.
— Simon Griesser (@SimonGriesser) March 20, 2018
If you haven’t done so already, consider visiting Search Console today to see if you received a notification that your site moved.
LinkedIn Adds Text and Sticker Options to Enhance Video Content
LinkedIn is allowing users to add fancy text and stickers to video content.
The stickers, called “Filters,” allow you to add little signs to your video. It looks like they’re designed to give people an idea of what your video is about.
Here’s what LinkedIn has to say about the feature:
Filters for sharing everyday work moments. With today’s launch, you can give your work buddy a “Work High Five,” swap ideas on passion projects with “Side Hustle” or share the latest with the “On the Air” filter. In the future, you’ll see more filters you can use in your professional life.
The new text styles are basically different font faces. Here’s what LinkedIn has to say about them:
Text styles for adding context so your community knows what’s happening, even when the sound is off. We’re launching three styles – FifthAve, Geometric and Plain – with more to come.
In a nutshell, it looks like LinkedIn is mimicking Snapchat and letting you “decorate” your videos.