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Recent Shifts in The Digital Marketing Landscape

author image Written by: Lia           Categories - Digital Marketing>Social Media Marketing (SMM)

A Look at Some Recent Digital Marketing Changes in The World of Social Media

With ever-changing technology and user preferences, it’s not surprising to hear about shifts in the digital marketing landscape. However, there are two recent changes that appear to be driven by the one constant in the evolving digital landscape—convenience. If it’s easy to use and is accessible, then it will thrive in the digital world.

Pinterest & Image Search Technology

digital marketing pinterest Pinterest is working on innovative image search technology with the help of its new recruits from Google. The image-based social media app recently appointed Li Fan from Google as Head of Engineering. Her job is to make its 75 billion pins easy to locate and share. Pinterest is like an image-based version of Google. It relies on different tech to read the constant stream of images on its site.

At Google, Li Fan was head of image search and managed digital marketing infrastructures, such as:

  • Ad spam,
  • Crawl diagnostics, and
  • Page Rank.

Her role at Pinterest delves into the digital world of image search technology, which includes:

  • Camera search,
  • Visual search,
  • Object detection,
  • Buyable pins, and
  • Video product.

digital marketing social media These convenient and innovative features will improve user experience and ad revenue from businesses who are permitted to buy pins. Pinterest also recently recruited Google’s Randy Keller as Head of Search. This is a new position for Pinterest, and will pave the way for its new image search technology. Keller was a senior staff engineer at Google, as well as a ranking and features lead for Google Image Search. Pinterest’s new recruits will certainly keep the company on track with the leading-edge image search technology.

Facebook & Accessible Job Ads

Facebook has taken the mundane task of searching for jobs to the next level. The social media site has recently integrated job ads from businesses into its platform. This makes these advertisements more accessible to varying demographics. The “Jobs” tab brings users to a list of job postings from local businesses. Users can refine their search based on location, industry, and job type, and can easily apply with the click of a button. These new job ads are available to anyone who uses Facebook, no matter your education level or experience. This is what has set Facebook’s job ads apart from LinkedIn—the professional job-search site. There is a chance that LinkedIn’s success might be hampered by this new Facebook feature. More recruiting ad dollars and users could soon be directed to Facebook’s job ads, due to their convenience and accessibility. With these new changes at Pinterest and Facebook, things just got easier for both users and businesses digital marketing facebook Users can search for jobs while scrolling Facebook, or use the camera on their phone to search for an image with Pinterest. And businesses can now reach more people with their ads on both sites. In the world of digital marketing and technology, user-friendliness is key.

Lia

Google Pulling Back Ad Restrictions For YouTube

06/14/2022

Google announced that they are lifting some restrictions on YouTube mastheads ads. That means that advertisers who have been limited with their ad publishing until now, can finally publish ads in the following categories:

  • Sports betting (US Only)
  • Alcohol (where legal)
  • Prescription drugs (US, CA, NZ)

Categories for election and political ads, as well as non-sports gambling, remain restricted.

“We’re constantly reviewing our ad requirements to improve our products and services. Given the evolving regulatory landscape for sports betting and following our successful implementation of our new “per market” YouTube masthead format, we believe that this decision balances the needs of advertisers and consumers.” -Google’s spokesperson said.

YouTube mastheads are the ads that users see at the top of the YouTube homepage. Since it’s the most prominent placement, the ads there must comply with all Google Ads policies and YouTube ad requirements.

However, the masthead ad content requirements are much more restrictive than the ad requirements on other platforms. So, even if an ad has been denied for the masthead placement, it can still run somewhere else on Google.

Read More: Users Can Limit Three More Types Of Ads On Youtube

Ad Requirements for YouTube

As mentioned, ad content must comply with certain requirements. Here’s what ad content is prohibited on YouTube:

  • Exaggerated or inaccurate claims – exaggerated or false claims for a product or a service that misleads people
  • Offensive language – obscene or offensive language, derogatory language that incites hatred, discrimination, racism
  • Negative events and imagery – mentally distressing, disturbing, scary content, death, decay, etc. This also means no videos of people weeping at funerals, excessively gory content, dangerous challenges, etc. There are exceptions for movies, TV shows, news channels, etc.
  • Improper content – focusing on specific body parts or health conditions, nudity, racy and sexually suggestive topics. There are some limitations to ads for weight loss, hair loss, skin conditions, swimwear, etc.
Read more: YouTube Launches ‘Search Insights’

Why Is This Important?

Masthead ads are one of many YouTube and Google advertising formats and only a small portion of YouTube’s daily ad impressions. All of the previously restricted categories above can now select that placement for their ads, giving them more choice and options for their ads.

Read More: Should You Create Video Content?
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Instagram Updating Its Ranking Algorithm 

04/21/2022

Instagram chief Adam Mosseri announced that Instagram is adding a few changes in order to put more focus on creators and the credit they get. One of the mentioned changes is updating its ranking algorithm with the goal to put more focus on original work. Judging by the number of copy-paste posts we’ve seen so far, this update should have been made a long time ago.

 

Read More: Instagram’s Main Feed Going Full Screen

Making Sure The Credit Goes To Those Who Deserve It

Instagram announced the following changes:

  • Product Tags – it will now be available to everyone. So, no matter who you are, you will be able to tag products and drive traffic and attention to a business, creator or a company that they like.
  • Enhanced People Tags – now, you can add a category for yourself (into profile, edit profile) which will show up when you are tagged in a photo or a video. This makes sure you have your identity be what you want it to be, and credited according to your wishes.
  • Ranking – people that actually created something from scratch should be more credited for that, so the algorithm will focus more on that kind of content.

“We are going to do more to try and value original content more, particularly compared to reposted content. So, more to come there as well.” – said Mosseri in the announcement.

But, what does it exactly mean? As mentioned in SocialMediaToday, the changes in ranking are not that well explained and it’s not clear if any penalization will happen.

Read More: Instagram Subscriptions Tests Three New Features

What Will Affect The Ranking?

The Twitter community did have some questions regarding the originality of content and asked about editing outside of the app. If you remember, Instagram started down-ranking content that was re-shared from other apps. So, if you will be re-posting your TikTok with a watermark on it, your content will still be penalized. However, if you only edited it off the Instagram app, that shouldn’t be a problem and won’t affect your rank.

Still, Mosseri admits that Instagram can’t know for sure if a content piece is an original or not. They only build classifiers that will show how likely something is to be an original, but they can never know for sure. It’s still a work in progress.

Posting History Is Also A Factor

Content aggregators are the focus of this update, and Instagram will be able to determine this with the account’s posting history. Instagram is more likely to detect that an account is an aggregator if it re-posts a lot of content from other accounts.” So if you’re re-posting a lot of content from other accounts, you’ll likely see a drop in reach.

The main goal of the whole update is, as we mentioned, to give more credit to original creators, but the system is not yet perfect. However, Mosseri said that Instagram will continue to improve its detection features over time to better distinguish where the content comes from and who posts original content, to promote the real creators and reduce the influence of big farm accounts.

It looks like it’s time to say goodbye to reposting trending memes in order to boost engagement.

 

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