The Weekly Marketing Roundup: 07/06/19
This Weekly Marketing Roundup: 07/06/19 we discuss Facebook’s declining viewership, Instagram’s new boosted ad content and LinkedIn insights + more. marketingnews #sydneydigitalmarketing digitalmarketing
Thank you for tuning into this week’s digital marketing roundup. Here we talk about the latest news, challenges, and opportunities affecting the digital marketing landscape today. Join the conversation in the comments below.
New Report Shows Facebook Engagement in Gradual Decline, as Instagram rises (Social Media Today)
Is Facebook actually in decline?
Going on the official numbers published by Facebook, you would assume that it is not. However a rising accumulation of third party data suggests otherwise. With a new report from eMarketer again showing a decline in Facebook usage, and predicting more of the same into the future.
While Facebook’s official active user counts continue to rise, The amount of time people are spending on the platform – is actually in decline.
- Facebook has lost around 15 million active users in the US – or 6% of its active audience – since 2017. ‘Infinite Dial’ report
- 42% of Facebook users had reduced their daily activity and engagement on the platform. Pew Research study
So what does that mean for your strategy? Well, 37 minutes per day in app is still significant, and Facebook overall audience reach is unmatched. But it is worth noting the evolving usage trends, and considering where your audience are spending their time.
New Facebook F8 Announcements and What They Mean for Marketers
Facebook Redesigns Mobile App and Desktop Site Around Stories, Groups, and Events: Facebook unveiled a redesign that’s simpler, faster, more immersive, and puts the focus on Stories, Groups, and Events. Facebook engagement should begin seeing the new look in the mobile apps this week. Messenger Introduces Lighter, Faster Mobile App and Upcoming Desktop Site: After simplifying and decluttering the Messenger interface in October 2018, Facebook is re-engineering the architecture of the platform “from the ground up” to be faster and lighter.
Facebook Engagement Adds New Business Tools: Along with the revamped interface, Messenger is providing a new set of plug-and-play solutions aimed at making it easier for businesses to drive in-store traffic, generate leads, and provide customer care.
Instagram Adds Ability to Shop From Creators: Instagram users will soon be able to shop fashion looks directly from creators’ Instagram photos with a new product tagging tool.
WhatsApp Debuts Business Catalog and Expand Payments Globally: In the coming months, WhatsApp users will be able to see a Business Catalog when chatting with a brand. With Business Catalogs, businesses can showcase their goods where people can easily find them.
Find out more in our Weekly Marketing Roundup: 07/06/19 post on LinkedIn.
Instagram Will Now Enable Advertisers to Boost Branded Content Partnerships as Ads
Instagram has officially announced the launch of its new Branded Content Ads option, which will provide additional ways for businesses to maximise their on-platform influencer partnerships.
As explained by Instagram: “Starting today, we’re introducing the ability for advertisers to promote creators’ organic branded content posts as feed ads. 68% of people say they come to Instagram to interact with creators. With branded content ads, businesses have an opportunity to tell their brand stories through creators’ voices, reach new audiences and measure impact.”
Branded content ads will enable advertisers to promote these Instagram posts just like they would any other ad, expanding the opportunities for reach and engagement. With the capacity to utilise influencer-created content in your paid promotions, you’ll have access to more insights on performance, which will extend the response beyond that influencer’s audience alone.
LinkedIn Announces New Ad Research and Insights Series to Help Marketers
LinkedIn has this week announced two new initiatives designed to help LinkedIn marketers make the most of their on-platform promotion efforts.
The first is LinkedIn Ad Review, a monthly series which will look to highlight a brand and campaign that’s performed well on the platform, providing key insights and tips for advertisers.
As explained by LinkedIn:
“Every month in the LinkedIn Ad Review will shine a spotlight on a top-performing piece of LinkedIn Sponsored Content. In the Review, we’ll analyze why the Sponsored Content’s headline, visual, and copy work together to get across the brand’s message.”
And for the first month, LinkedIn has offered a few free, general LinkedIn ad tips:
- Get Specific – Don’t be afraid to tailor your content to the audiences that need and value it most.
- Make It Human – Adding a human, relatable element to your content helps your audience members see themselves in the story.
- Don’t Overthink It – Not all content needs to be complicated – if you’d click, it’s likely that your community will, too.
The tips provided could be a big help for marketers looking to maximize their LinkedIn content performance, while also sparking inspiration for those who may be considering the same. LinkedIn’s ‘Ad Review’ posts will be published monthly on the LinkedIn Marketing Solutions blog.
Content Consumption Habits are Evolving – Which Means Strategies Need to Evolve In-Step (Google)
According to Google’s ‘Zero Moment of Truth‘ research, the average consumer needs eighteen content touches in order to become a customer.
This means that multiple content touches over time are required in order to nurture people into becoming paying customers. Align that with the fact that today’s content marketing adoption level by brands is pushing 90% and that’s a lot of content that needs to be – and is being – produced.
Because of this, the amount of content on the Internet is growing, and our target audiences are getting flooded by this stream. According to this new study, that influx is impacting the time it takes for a content consumer to move between content touches – meaning that it’s taking longer for them to come back for more content.
Utilising content amplification, in order to put our high-quality content in front of our target audiences has been dubbed the way forward. This view pushes the need to reach customers where they hangout online, and do so in a non-interruptive format. And that, of course, presents a significant challenge within itself.
Read the full report here.
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