This week: social commerce is on the rise, Reddit reaches a new valuation milestone, and YouTube has some new toys.
Here’s what happened this week in digital marketing.
Forecast: U.S. Retail Social Commerce Will Hit $80 Billion by 2025
According to eMarketer, retail social commerce is already a multibillion-dollar industry. And it’s expected to triple by 2025.
Retail social commerce took in almost $27 billion in 2020. It’s expected to double by 2023 and hit $80 billion by 2025.
The research also found that social commerce is most popular among adult members of Gen Z. More than half of U.S. social media users between the ages of 18 and 24 made purchases via a social channel.
Although social buying is popular here in the U.S., it’s even more popular in China and Russia. About half of social network users in those countries made purchases from a social site or app.
YouTube Updates Search With Chapter Previews
This past week, YouTube announced that mobile users can now browse chapters within a video. Then, they can jump to the chapter with the most relevant info.
“Let’s say you’re looking for a good sourdough recipe and want to work on your kneading technique,” YouTube explained in a blog post. “With these new search results, you can see all the steps in the video, from feeding the starter to pulling the bread out of the oven — and skip right to the chapter on kneading.”
Additionally, YouTube also now recommends videos in other languages. But only if the video has captioning available.
Finally, in India and Indonesia, YouTube is testing a feature that complements search results with links to sites from Google Search.
YouTube Unveils New Tools for Creators
Speaking of YouTube, it’s rolling out three new tools that will make it easier for you to access data from YouTube Studio.
First up: improved real time cards. They display the latest metrics such as video views and subscriber counts.
But soon they’ll also include reach and engagement data.
Next, the mentions inbox. It’s a new feature that will show you all the places your channel got a mention on YouTube.
That’s only available on desktop.
Finally, YouTube is adding autocomplete suggestions. It’s a feature that will recommend hashtags based on what’s currently trending.
Google Is Rewriting Title Tags in SERPs
Google is now replacing the title tags in search results with more relevant content from web pages.
But it’s only doing that for a limited number of pages.
Sometimes, Google replaces the title tag with text from the H1 tag. That’s kind of strange because usually the H1 tag and the title tag include the same content.
In some cases, though, Google replaces the title tag with anchor text from an internal link. That one makes quite a bit more sense.
And for some pages, Google actually inserts dates into titles.
Google: It’s Normal for 20% of a Site Not to Be Indexed
If a small part of your site isn’t indexed, don’t worry.
Google says that’s normal.
The subject came up this past week during a Google SEO office-hours hangout. Somebody asked John Mueller why 20% of a website’s pages weren’t in the Google index even though they’d been discovered.
Mueller started off by saying webmasters who run smaller sites don’t have to worry about a crawl budget. That’s only a concern for people who run sites with millions of pages.
But he did say that the quality of the site might be a contributing factor. Sometimes, Google won’t index everything on lower-quality sites.
Then Mueller said this: “The other thing to keep in mind with regards to indexing, is it’s completely normal that we don’t index everything off of the website.”
He went on to say that Google never indexes 100% of everything on a website.
Google Ads Editor Introduces New Features
Google Ads just released Editor 1.7. It’s got quite a few new features.
- Faster downloads – Improve download speeds by selecting only specific parts of a campaign to retrieve.
- Lead form extensions – Download, edit, and create lead form extensions from within Google Ads Editor.
- YouTube audio ads – Set up YouTube audio ads from within Google Ads Editor.
- Hotel ads – Manage feed-based hotel ads that highlight prices and availability.
Google Ads also now supports additional recommendation types, including Fixed Ad destinations, target impression share bidding, and broad match versions of your keywords.
Google Opens Indexing Bugs Reporting Tool
Good news if you’re a Google Search Console user: you can now submit indexing bug notifications.
It’s a new feature that ran as a pilot for a select group of users in April. Now it’s open to people who use one of the English help forms.
Google did say this, though: “[B]efore reporting an Indexing issue, always consult our community forums and check our support documentation, which highlights some additional helpful tools.”
The Big G said that support is limited to English at the moment, but it might expand support to additional languages in the future.
Reddit Now Valued at $10 Billion
It pays to be on the front page of the Internet.
Reddit recently reported a new funding round that valued the company at $10 billion.
“We’re making strategic investments to grow Reddit and our business, including expanding internationally, innovating new ways to foster community, and bolstering our advertising offerings and capabilities,” Reddit said in a statement. “We’ve been making a great deal of progress on all fronts – from hiring our first chief financial officer and building out a comprehensive finance function, to expanding internationally in the UK, Canada, Australia, and more countries to come” – Reddit.
Reddit recently reported its first $100 million advertising quarter.
To put things in perspective, Twitter is valued at $52 billion and Snapchat at $118 billion.
LinkedIn Launches Native Video Meetings
You can have a one-on-one video meeting with a partner, customer, or manager using the LinkedIn app.
In the past, LinkedIn allowed you to start video calls. But those calls required the use of a third-party app like Zoom.
Now, you don’t need that third-party app. LinkedIn supports native video calls.
The calls also include LinkedIn-specific profile info. That helps callers get some details about the person on the other end of the conversation.
Now that you’ve seen some news you can use, take on these action items:
- Think about how you can promote your business on Reddit since it’s a platform that continues to grow.
- If you’ve noticed any indexing bugs, be sure to report them via Google Search Console.
- If you’re a Google Ads user, go over those new features in the tool. See if any of them can help you boost your business.
- Take a look at the new YouTube tools for creators. You might find something that will help with your video marketing.
- If you’re selling stuff online, think about how you can ramp up your social commerce marketing.