Social Media

The COVID-19 pandemic has created an unprecedented situation for everyone, and for brands and marketers, it’s left many unsure as to what they should be saying, whether they should be advertising at all amid the crisis, and what consumers expect. Of course, many businesses are simply unable to advertise or market – event-focused brands, for example, are completely adrift. But while millions of businesses have been limited by the global shutdowns, millions of others are still in operation, and are still looking for ways to stay afloat and maximize their existing opportunities, and lessen the long-term financial impact. So how should brands be marketing in the current environment?

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With the Stories format slowly gaining traction on Facebook, The Social Network looks to be experimenting with a new option that could increase Stories views – and potentially make them a more interesting proposition for the older Facebook audience. According to a new discovery by reverse engineering expert Jane Manchun Wong, Facebook is testing a new option that would enable users to keep their Facebook Stories active for up to three days, as opposed to the current 24-hour expiry.

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Marketing

Earlier this month, Amazon Ads announced that Product targeting would be available on Sponsored Display for U.S. sellers. Now available via Seller Central, the expanded capability means reaching shoppers who are browsing similar and/or complementary product types and categories. Previously, Seller Central targeting was limited to just audience choice. This change means the abilities to target specific product IDs and categories are now available.

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The COVID-19 crisis has been crippling for so many businesses, and agency SEOs are having to advise their clients when so much is uncertain. But SEO is a long-term game, so it is important to balance short-term pullbacks with making changes that can hurt down the road. In this clip from Live with Search Engine Land, Path Interactive’s Lily Ray, Merkle’s Alexis Sanders and Pedro Dias of APIs3 share the advice they are giving their clients in this trying time.

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Content and coronavirus: How you can differentiate from the masses

All coronavirus all the time: that’s what everyone’s content looks like right now. It makes sense, because most digital marketers feel compelled to respond to the crisis. However, the proliferation of “conronacontent” also creates a dilemma and a practical problem. There are a ton of me-too listicles and volumes of “how COVID-19 is impacting e-commerce” data circulating. This creates a kind of content din and raises the fundamental question: what should you be creating and how do you differentiate your content when everyone is basically doing the exact same thing? We know content is foundational for SEO success, but rising above the rest is easier said than done, particularly now.

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