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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

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.

 

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.

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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Google’s Updates You Need To Understand

12/21/2021

We mentioned the new Vicinity update Google has going on. It was an algorithm update no one was prepared for and caused quite a commotion in the community. To avoid history from repeating itself, we must learn from our mistakes – and what better way than going through all of the things that have already happened? It could benefit you if you go through all the major updates Google had in store in the past year and come up with a strategy for the year ahead.

Google Search Biggest Updates in 2021:

For us to have the most relevant and reliable results, Google Search Algorithms are updated thousands of times throughout the year. Of course, most of them go unnoticed, but every now and then one comes along *cough cough* Vicinity *cough cough* and makes a mess. That’s why it’s better to keep track of each change, make sure to understand what is happening and learn how to use them so it can benefit you.

The Page Experience Update

This update was designed to improve the website experience searchers have. Mobile usability, security issues, HTTPS usage, Web Vitals and Ad Experience are all taken into account. The main goal is safer browsing for users and resurfacing flags in the Page Experience Report.

What To Do?

  • Work on your loading speed
  • Make sure your page has a mobile-friendly version, with no usability errors
  • Make sure your page is secure and use HTTPS
  • Don’t use interruptive, distracting or unfavourable advertising techniques

Here’s a helpful resource for optimizing your page for this update.

Link Spam Update

This was when Google reminded us about the importance of good content and quality links. The update was and still is effective at identifying and nullifying link spam across multiple languages.

What To Do?

  • You need high-quality link building
  • Create high-quality content
  • Focus and improve the user experience
  • Avoid useless linking!

Broad Core Updates

It took longer than expected, but it is done. As usual, Google didn’t offer a lot of advice on how to deal with a core update except to try hard all the time. This update had also caused big commotion since we saw some pretty weird pages ranking high. The conclusion was, again, to use quality backlinks.

ProTip! – Improving content and backlinks might help you to recover more than fixing the technical aspect!

Product Reviews Update

This update was designed to reward in-depth product reviews and “punish” irrelevant, summary-of-a-product type of content. Instead, a review should be relevant and detailed. We have also learned that Google and potential customers like seeing realistic reviews, even if that means seeing a few bad ones as well.

What to do?

  • Write longer, knowledgeable reviews
  • Add your own content, not just the manufacturer description
  • Describe how a product has evolved from previous models
  • Include the Pros and Cons

Here’s more advice on what you should know about the product reviews update and how to handle it.

MUM

Google also introduced us to the Multitask Unified Model which uses AI to help searchers. It “speaks” 75 different languages and understands both image and the written word. However, it might understand much more in the future, since Google keeps saying they’re working on expanding this capability to video and audio.

One of the first things MUM learned to do is to keep track of vaccine queries and it will continue bringing more understanding to Google’s algorithms.

Vicinity

This is a fresh one and we’re still trying to figure out what exactly happened so that keywords aren’t as important anymore. Maybe the lesson with this update is not to violate Google’s guidelines and add keywords for the sake of it. It seems like new businesses are winning with this one.

 

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