Daily Minute Master Series – June 3, 2019

Social Media

Facebook Adds New Page and Group Ranking Factors into News Feed Algorithm

Facebook has now issued an amendment to that update to also add in new ranking signals for content from the Pages and Groups that people are most interested in. In the new amendment, Facebook says that it recently issued surveys focused on Page and Group content, and what people want to see more, or less of. Based on the responses it’s received, Facebook says that it has updated the News Feed algorithm to “prioritize the Pages and groups we predict an individual may care about most”. What, exactly, that means – and how Page managers can use it to advantage – is unclear. There’s obviously little that Page managers can do now about the time that people have been following their Page, and engagement has always been a factor in boosting Page reach.

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LinkedIn Improves Video Marketing Metrics via New Integration with Moat

Video is the best performing content type on all social media platforms, and that includes the professional social network LinkedIn. According to internal data, LinkedIn users are 20x more likely to share a video on the platform than any other type of post – while for paid content, LinkedIn members now spend 300% more time watching video ads, as compared to time spent with static Sponsored Content. Now, LinkedIn is improving its measurement options for video, to help assure marketers of their actual performance. The platform has announced a new integration with Moat Analytics, which will provide additional, third party data oversight to further validate on-platform video data. Moat’s video performance data has become the industry standard, with several other social platforms already offering supplementary Moat data to solidify their metric offerings (and provide additional, third-party reassurance). LinkedIn says that the integration “gives LinkedIn advertisers the ability to validate their viewability metrics, while also providing traffic quality verification”.

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Twitter Tests New Options to Simplify Common Engagement Actions

Twitter has begun testing two new updates that you’ll likely notice in your process. The first is designed to help users share tweets with their close friends more easily, while the second is a new format for follow notifications which makes it easier to see more information about new followers, and to follow back immediately. First off, on sharing – Twitter is trialing a new option which will prompt users with direct sharing links via DM to the people they most regularly communicate with. Encouraging more DM discussion makes sense, and it’ll be interesting to see if the addition does result in more sharing and interaction switching to Twitter DMs – if, indeed, it is rolled out more broadly. The other test – which has been noted by various users – is a new mini profile card alert for new follows, which makes it easier to get more context about that user, and follow back from the prompt. There’s no guarantee that either of these tests will get rolled out more broadly, and there are, of course, various other updates being trialed in the Twttr test app relating to conversation flow and improving on-platform interactions. It generally takes some time for Twitter to assess, but you can expect some of these changes to start flowing through, and to become visible in your feeds at some stage in the near future.  

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Advertising

Google is expanding when it shows ads to ‘people in targeted locations’

Google has been quietly rolling out a change to the location targeting options in Google Ads. The change was first spotted in display campaigns, but now appears to have rolled out for search and shopping campaigns, too. Google has changed the “People in your targeted locations” option to “People in or regularly in your targeted locations.” The old setting of “Reach people in your targeted locations” did not include showing ads to people “who searched for your target locations but whose physical location was outside the target location at the time of searching.” With this change, instead of showing ads to people only when they are physically located in your targeted locations at the time of their search, it will also include people who regularly commute or travel to your targeted locations even when they aren’t physically there when they perform a search. The change is somewhat subtle but important to note. It’s another level of targeting control getting supplanted by machine learning.

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