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New Broadcasting Bill Could Affect Canadian Social Media Algorithms Brands and Digital Marketers Should Pay Attention To Bill C-10

author image Written by: Wade Morris           Categories - Digital Marketing>Social Media Marketing (SMM), In The News, Video Marketing

Changes may be coming to the way that social media posts are regulated in Canada.

Over the last year, the federal government has paid special attention to the Canadian Broadcasting Act, which regulates telecommunications. In November, Bill C-10 was proposed. This bill aims to update the Canadian Broadcasting Act to cover materials that are broadcast over the internet, like media from streaming services.

Camille Gagné-Raynauld, a spokesperson for the Canadian Heritage Minister, said that the bill’s goal is to ensure that online streaming services contribute to the “creation, production and discoverability of Canadian content.”

She added that “the bill specifically targets professional series, films, and music. Ensuring that large broadcasters, online or not, contribute to our broadcasting system is a crucial element in asserting our cultural sovereignty in English, French and Indigenous language.”

How Bill C-10 Could Affect Your Social Media Posts – and Why Marketers Should Pay Attention

Previously, the bill did not include user-generated content – like YouTube videos of your dogs playing, or the Instagram clip of a soufflé you cooked.

However, on April 30, the clause stating that user-generated content was not relevant was removed. If it is not reconsidered, user-generated content will have to follow the same CRTC regulations as television programs.

“What it means is that somebody will be watching that, from the government, or a government regulator, and will be able to order it to be taken down if they find that it doesn’t suit whatever purposes they have.” Said Peter Menzies, former CRTC vice-chair.

Michael Geists, who holds the Canadian Research Chair in Internet and e-Commerce Law at the University of Ottawa, explained that “all user-generated content, all TikTok videos, Instagram uploads, YouTube videos and the like subject to CRTC regulation.”

Most notably, CRTC regulations say that a certain percentage of media on broadcasting channels like TV and radio must be Canadian-made.

If these rules were applied to social networking sites, the algorithms that determine their search results may shift Canadian content upwards. In other words, Canadian content creators would land higher in search results.

Brands and digital marketers should consider this possibility as Bill C-10 continues to be finalized. Since algorithms may change, content creators who hope to gain traction should consider whether their content will classify as Canadian-made.

Wade Morris

Wade brings an energetic approach to writing – he is always on the hunt for stories and angles that matter. With years of experience in journalism and marketing environments, Wade has written about everything from politics to education. Now, he writes about SEO and digital marketing trends.

Is Google Going After Fluff Content?

01/18/2022

Ah, fluff. Wouldn’t it be nice to open a recipe post that just goes straight to the point? We don’t need to hear your life story before you decided to come up with this recipe Susan, that’s what Youtube is for. Still, Susan’s recipe with around 600 words of fluff before getting to the point still ranks high enough for me to click on it. Not for long, it seems.

Google’s John Mueller warned the community about fluff content just the other day on Twitter, saying duplicate content is something we should worry less about and instead work on creating solid content, not filled with fluff. He said that it’s harder for search engines to figure out what that content is trying to say. So, how come Google keeps rewarding fluff, then? Content length doesn’t mean the content is good – John himself said that a few years ago.

Barry Schwartz from Search Engine Roundtable wrote about this and mentioned last week’s interview with Google’s John Mueller. He was once again talking about fluff words and how that shouldn’t be a go-to method for adding more words to your content.

To be more specific, he mentioned copying Wikipedia articles and how most websites sound the same when it comes to product categories. John suggested focusing on creating something valuable to the user and offering additional information about the product, for example. “Just filling extra text on a page, I would not do that.” – he said.

When talking about duplicate content, however, some say it is less of an issue than we thought. Google won’t demote your content or penalize the website, it just wouldn’t be sure which page to show when a user asks a question and the answer for it is in more places at once:

As Barry noticed, it could be that Google is finally catching on and is warning us about overdoing it with fluff. That would mean the pages that are currently ranking well might suffer a fall if they are filled with irrelevant information for the user.

 

Disclaimer:

*all Susans in this article are fictional

*no Susans were harmed during the writing of this article

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