Daily Minute Master Series – November 25, 2019
Social Media
Facebook’s Testing a New ‘Favorites’ Friend Listing for Facebook Stories
Facebook is reportedly testing out a new option which would enable users to share their Facebook and Messenger Stories with smaller, selected groups of friends, as opposed to all of their connections. The option would provide a new ‘Favorites’ list option for you to share your Stories to. Tap on the Favorites listing and you would be able to select users to include on the list. That seems to align more with the broader usage of Stories as a more private option – the format originated from Snapchat, where communication with your closest connections is the focus. There’s no word on any official release, or how the functionality would work (for example, could those on that initial ‘Favorites’ list then re-share the story from their profiles?), but it could be another element to watch in 2020 as a potential addition to your Stories strategy.
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Facebook Removes Option to Add Friends to Live-Stream Broadcasts
Facebook is shutting down its live-stream with friends feature, which it launched back in 2017. Live with friends never seemed like a major focus for Facebook Live, but Facebook Live in general seems to have de-prioritized somewhat after that initial boom. Which, as noted, may be a trend among the live-stream function altogether, as users move onto other elements, like Stories, and increasingly, messaging. Part of the problem with streaming has actually been in creating good content. Yes, it’s cool to be able to broadcast yourself to your connections whenever you want, but actually creating quality, entertaining live-stream videos, on a consistent basis, is hard, and not everyone can do it. Given that Facebook’s retiring the option, it would suggest that it largely won’t be missed, but it did provide another angle to Facebook Live streams, and lessened the burden of being consistently entertaining in your own right.
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Marketing
Gmail app adds AMP for Email support for Android and iOS
Google has announced that the Gmail app for Android and iOS will be rolling out support for AMP for Email, the dynamic content feature that allows users to interact directly within emails. The update is available to all G Suite editions and will be set to “on” by default. Users viewing emails through a third-party app will receive a static version of the email. Serving dynamic emails allows marketers to extend the lifetime of their brands’ emails. Marketers who take advantage of AMP for Email can keep their customers up-to-date without sending redundant emails by including dynamic content like the status of an e-commerce order. It also allows recipients to take actions such as unsubscribing without having to leave the body of the email. With the Gmail app now supporting dynamic content, marketers have the opportunity to deliver engaging mobile experiences that don’t require the recipient to open another app or browser.
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Google Ads to Provide More Data on the Performance of Smart Bidding
Google Ads will provide advertisers with more transparency into the performance of smart bidding strategies. In the bid strategy report, advertisers can now view the top bidding signals that are driving the success of their ad campaign. The bid strategy report may also include combinations of the above signals. For example, the report may show that people are more likely to convert when searching for the keyword “business” in Los Angeles on a Saturday. Top bidding signals will be viewable for campaigns using Target CPA and Maximize conversions on Search. Support for Target ROAS and Maximize conversion value will be available at a later date.
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