Daily Minute Master Series – September 9, 2019
Social Media
YouTube Launches New, Dedicated Fashion and Style Content Hub
With fashion and beauty content seeing significant increases in viewership across its platform, it makes sense for YouTube to give beauty and style videos their own dedicated focus, in order to better showcase what exactly it has on offer. This week, YouTube is rolling out YouTube.com/Fashion, “a single destination for style content on YouTube”. YouTube Fashion gathers together a range of content from popular platform creators, fashion professionals, publishers and the fashion houses themselves. YouTube’s hoping to harness this popularity, and drive even more views, by bringing all of these videos into one place, while it’ll also present new opportunities for advertisers and marketers in the beauty sector by giving them a more specific focus for promotions. The true value of such will, of course, depend on the popularity of the option, but if YouTube Fashion takes off, it may present significant potential for those looking to reach interested viewers.
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Facebook Dating Launches in the US, Along with New Dating Features
Earlier this week, we reported that its desktop refresh is now going live, and now, Facebook Dating is finally being launched in the US market, in addition to the current 19 regions where the option is already available. Facebook Dating is, as it sounds, a match-making tool within Facebook, enabling users to create separate Dating profiles in order to keep their regular profile information separate. Facebook can then use its vast data banks to help match you up with relevant Dating users – and given what Facebook knows about people and their habits, it actually makes a lot of sense, and could, theoretically, provide better matches than other dating apps. Facebook, with 2.4 billion users, has access to the largest database of personal insights ever created, and as research has shown, Facebook data can reveal almost everything about your personality and psychological leanings.
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Marketing
Google Makes Changes to GMB Listings With Distance-Based Service Areas
Google is going to automatically apply changes to Google My Business listings with distance-based service areas. The last remaining distance-based service areas are going to be removed. Going forward, service-area businesses currently based on a distance will be automatically converted to the closest named areas. Google is making this shift in order to accommodate businesses that provide service outside of a set distance from where they’re physically located. This change is also ideal for businesses that do not serve customers at their physical location. This change should not affect how listings appear in search results. Though it would be wise to review Google’s changes in order to ensure your listing still shows up in the area where you serve customers.
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Advertising
Microsoft opens responsive search ads beta to all advertisers
All advertisers can now start testing responsive search ads in their Microsoft Advertising accounts. With responsive search ads (RSAs), first introduced by Google last year, the ad systems automatically serve up a combination of headlines and descriptions provided by the advertiser. Advertisers can input up to 15 headlines and four description lines in each ad via the web interface, Editor, the bulk API, or you can import existing RSAs from your Google Ads campaigns. The ads are served dynamically in combinations of up to three titles and two descriptions. With Google and now Microsoft enabling, and promoting RSAs, expect the machine-learning powered format to eventually become the standard. RSAs are the direction that text ads and ad testing will continue heading — with the ad systems dynamically determining creatives at the time of auction and adjusting based on historical performance.
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