Brian Meert's Blog, page 111
July 25, 2018
Facebook Shares Q2 2018 Report
July 25, 2018Anna Hubbel
Facebook Shares Q2 2018 Report. #facebookq22018 #q22018 #investors
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Today, Facebook shared the financial highlights of its second quarter 2018 earnings report. The report reflects the numbers for the quarter ending June 30, 2018.
For advertising revenue, Facebook reported $13.23 billion, a 42 percent year-over-year change. In contrast, second-quarter advertising revenue in 2017 was $9.32 billion. For 2018, daily active users (DAU) were 1.47 billion on average for June 2018, which is an increase of 11 percent year over year. Monthly active users (MAU) were 2.23 billion by the end of the quarter, which was also an increase of 11 percent year over year.
Additionally, the report shows that mobile advertising revenue made up about 91 percent of total advertising revenue for Q2 2018, compared to 87 percent in Q2 2017.
In the webcast, Facebook continued to stress its efforts to make the platform safer and more transparent while also helping users connect.
“Our community and business continue to grow quickly,” Mark Zuckerberg, Facebook founder and CEO, said in the official press release. “We are committed to investing to keep people safe and secure, and to keep building meaningful new ways to help people connect.”
When asked if the privacy changes Facebook made that were inspired by the EU’s General Data Protection Regulation (GDPR) have impacted advertising, Facebook said it’s still too early to know for sure. The company first announced the new privacy protections in April this year. However, the company does not believe there will be a huge negative impact on advertising revenue in the long run.
Additionally, the company shared that it is happy about the growth of its other platform, Instagram, and sees it as overall contributing to the success of Facebook.
The third quarter of 2018 will end on September 30, at which time advertisers will know a bit more about how Facebook’s privacy efforts are impacting its success.
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Which Platform Is Best for Your Social Media Campaign?
July 25, 2018Anna Hubbel
Which Platform Is Best for Your Social Media Campaign? #digitaladvertising #digitalmarketing #socialmedia
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There are so many ways to advertise these days, so many platforms to advertise on. But just because there are so many options doesn’t mean you should use every single one. Success depends greatly on your business, organization, and campaign goals.
Rather than dive unknowingly into a campaign on each platform to see what works and what doesn’t, you should know what makes each platform different and what each offers in terms of advertising benefits. For example, if you want to reach younger audiences, a campaign on Instagram or Snapchat would work better than a campaign on Facebook or LinkedIn. If you want more ad format options, Facebook has more variety than LinkedIn or Pinterest. As you can see, there are a lot of factors to consider.
Before we talk about which platform is best for you, first consider these questions:
Know your goals or objectives. What do you want to achieve through your social media campaign? More web traffic, engagement, or conversions?
Know your audience and its behaviors. Are you targeting men, women, or both, teenagers, music lovers, or fashionistas?
Know the focus and offering of each social platform. For example, Twitter’s focus is trending topics and real-time news snippets. Instagram and Pinterest, on the other hand, focus primarily on visual, lifestyle, and DIY content. Facebook is more about friends and family, whereas LinkedIn is about networking and career development.
Know your budget. Some social media platforms require a minimum spending budget, so be aware of how your budget compares. You also need to know how much you are able to spend on ad creative because some platforms require more work than others.
Now that we’ve covered the pre-logistics, let’s look at each social media platform to see which aligns best with your goals.
Use Facebook If…
You need to create ads in bulk and frequently A/B test
You want access to a wide array of ad formats, such as Dynamic Ads, Canvas Ads, and Carousel Ads
Your focus is sharing knowledge
Your focus is sharing lifestyle content
You want to promote how-to videos that show your product or service in action
You want extensive audience targeting capabilities
Your primary audience ranges from young to older demographics
Your message is family-oriented
Use Instagram If…
You run an e-commerce business
Your business relies heavily on visuals to sell products or services
Your primary audiences include Millennials and Gen Zs
You want to share company updates
You want to share behind-the-scenes footage
You like the Stories format
You want the targeting capabilities of Facebook
You want to sell products directly through the platform
Use Pinterest If…
You run an e-commerce business
Your target audience is primarily women
Your focus is sharing lifestyle content
You want to use creative and visual inspiration to reach your audience
You want to drive traffic to your website
You want to sell products on the platform
You own a small brand, and you want to reach your audience organically
Use LinkedIn If…
You own a B2B business, and you want to reach industry professionals
Your focus is networking
You’re interested in sharing industry and career development news
You want to target audiences based on job title, industry, or interests
You want to use video ads to increase engagement or drive lead generation
Use Twitter If…
You want to share short-term promotions
You want sales that are timely
You want to share company updates
You’re interested in starting real-time conversations
You plan to stay up-to-date and engage with trending topics
Your focus is customer service
You’re good with hashtags
You want to reach your audience organically
Use Snapchat If…
You run an e-commerce business
You want your business to be perceived as authentic, spontaneous, and silly
Your business relies heavily on visuals to sell products or services
You don’t plan to use much text in your ads
Your primary audiences include Millennials and Gen Zs
You want to share company updates
You want to share behind-the-scenes footage
You like the Stories format
You want to sell products directly through the platform
Which Platform to Choose?
Although social media advertising requires some trial-and-error, you shouldn’t go into it completely blind. Plan the things you need to know and the things you need to try. Be ready to switch to a different platform if something you thought you researched fully doesn’t work out. It’s all a part of the growing process, and as with all processes of this sort, the end result will be worth it.
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How to Reach Snapchatters During Back-to-School Season
July 24, 2018Anna Hubbel
Last year, a surplus of more than 130 million hours was spent on Snapchat in the US for back-to-school season. It’s one of the two biggest shopping times of the year, affecting 29 million households. In 2017, back-to-school shopping ranked up $27 billion in US sales, and Snapchat is a major player.
According to the platform’s business blog, Snapchat had more daily mobile sessions per user on average than Facebook, Messenger, Instagram, or Twitter. In 2017, Snapchat had a 20 percent increase in Filter and Lens views daily during back-to-school season. As August 2018 quickly approaches, 60 percent of prospective back-to-school families are already shopping to prepare. Clearly, the marketing benefits are high if you choose to use Snapchat for your back-to-school advertising strategy this year.
Gen Zs, the generation of young teens on Snapchat getting ready for school, are highly influential in their families’ spending habits. According to Snapchat, 96 percent of Gen Z parents agree that the teens in their family have a significant impact on family spending. With this in mind, you want to market your back-to-school products and sales to Gen Zs, and Snapchat is the best way to reach them.
Here’s How
There are various approaches to marketing to your back-to-school audience, according to Snapchat.
Use friend-to-friend ad formats. Snapchat says 87 percent of users say their close friends are the most influential when it comes to trying new brands, products, or services. Using ad formats that key into those friendships can help you drive awareness for your product or brand. For example, Red Bull used a back-to-school filter to seamlessly market its brand while giving users something fun to use when socializing with each other through the app.
Photo Courtesy of SnapchatRun a relatable back-to-school campaign. Five Star, for example, engaged with Snapchatters during the peak season through filters and Snap Ads promoting a #StrengthNotStress campaign. The campaign shared students’ stories about dealing with the typical stresses of going back-to-school. According to Snapchat, the Snap Ads that Five Star used received a 9.4 percent swipe-up rate and a swipe-to-video completion rate of 23.8 percent. Additionally, Five Star’s filter sparked 3.7 million impressions.
Photo Courtesy of SnapchatUse Snap Ads and Story Ads to improve your reach and drive action. With Story Ads, you can showcase your back-to-school products in a collection of 3 to 20 Snaps. When users swipe up on one of the Snaps, they can access your web store or app store listing. With Snap Ads, you can reach users in between Stories they view. When they swipe your ad, they are directed to your product page or wherever you want them to go on your mobile site.
Use the Snap Pixel to optimize the performance of your campaign. Snap Pixel allows you to track purchases made through your Snapchat ads so you can see what’s working and what isn’t.
Use Snapchat’s location and lifestyle targeting options. Target users in the “Colleges & Universities” location category or the “Parents & Family Focused” lifestyle category. This will ensure that your brilliant back-to-school creative is reaching the right people who are most likely to interact with it.
Achieve the best campaign results ever this season and be a back-to-school winner!
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July 24, 2018
Facebook Announces Participation in Data Transfer Project
July 24, 2018Anna Hubbel
Facebook announced another effort in giving users more control over their data. Although the network has already made it easier to access privacy settings and manage data, transferring data from Facebook to another social network or service was still a problem. Recently, Facebook announced that it is participating in the Data Transfer Project, along with major organizations including Google, Microsoft, and Twitter. This collaboration makes it easier for anyone to transfer their data when moving between online services.
Since every online service works differently, Facebook said it recognizes the challenges of both transferring data and keeping it safe, especially since privacy controls and settings vary from service to service. The Instagram app, for instance, functions differently than a fitness tracking app, with each having different purposes.
“People increasingly want to be able to move their data among different kinds of services like these,” said Steve Satterfield, privacy and public policy director, in the news announcement, “but they expect that the companies that help them do that will also protect their data.”
What Is The Data Transfer Project?
Formed in 2017, the Data Transfer Project was established to provide an open-source, service-to-service data portability platform. It uses existing APIs and authorization mechanisms for services like Facebook to retrieve data. Adapters specific to the service are then used to transfer data into a common format. This allows the data to be transferred back into the new service’s API.
Privacy Is Primary
Headlining a significant number of Facebook’s news announcements as of late is the concern for privacy. Earlier this month, for instance, Facebook announced several new API restrictions it’s implementing to improve privacy and security between users of its platform and app developers. For example, in order to use the Marketing API, developers must now go through an app review.
Back in May, Facebook also launched the Clear History tool, which allows users to delete data history. In April, the network introduced new privacy experiences inspired by the European Union’s General Data Protection Regulation.
Now, as a participant in the Data Transfer Project, Facebook is showing the world that it wants to work with other big-name companies to make it easier to transfer data. Demonstrating a willingness to help users to this extent, even when it means making it easier for them to switch to another platform if they so choose, shows great character. It also shows that Facebook is willing to go above and beyond to make up for its past oversights, especially those that led to the Cambridge Analytica scandal.
Although Facebook can never change the violation of privacy caused by the Cambridge Analytica scandal, it has definitely demonstrated its remorse that go above and beyond mere words. The company is clearly taking action and making sure the world knows exactly how it’s being done. The only question anyone can really ask at this point is this: will it work?
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72 SEO Stats to Understand in 2018 (Infographic)
July 24, 2018Josh Wardini
72 SEO Stats to Understand in 2018. #seo #google #marketing
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Google algorithms change. To ensure that your site includes the changes, you need to keep abreast of Google updates. By incorporating those updates into your SEO strategy, you will increase your SERP and cement your site’s position in the top search results. Here are a few SEO strategies you need to try for 2018.
1. Answer Search Query Topics
Time spent and clicks on your pages are important. RackBrain, Google’s signal that contributes to the result of a search query, gives your content higher rank when a user spends more time on your page. According to SearchMetrics, the dwell time for a first-page Google result is 3 minutes and 10 seconds.
When it comes to CTR, if your page gets more than average clicks, it means people find your content useful and thus worthy of a rank boost. To improve your CTR, you need to create in-depth content that fully answers search query topics and also contains LSI keywords, words and phrases that are closely linked to a page’s topic. For example, if your topic is about weight loss, some LSI keywords to add would be recipes, exercises, and nutrition.
2. Add Videos
Embed videos in your content or get left behind. The demand for video content is currently high, and it’s estimated that by 2021, 80 percent of online traffic will come from videos. With more and more people searching for information on YouTube rather than Google, you should create and optimize your content specifically for YouTube.
By creating great content, you will get backlinks, enabling your site to rise to the much sought-after first page. In fact, content and links happen to be Google’s first and second ranking factors.
3. Optimize for Mobile
I have to say a thing or two about mobile-friendliness. My good friends over at SEO Tribunal put together a fantastic study that clearly shows mobile is taking over online searches, which is why Google plans to switch to a mobile-first index. Meaning, Google will consider your mobile version of the site as the main version. You should prepare for this update by making your site mobile friendly, having a responsive design, and creating content that is the same across desktop and mobile versions.
4. Use the Question and Answer Form
Get ready for voice search. Create content that is in question-and-answer form, tailored to long-tail keywords, and optimized for local search since most voice queries are local.
To learn more about SEO stats and facts, check out the infographic below.
This infographic was provided by Josh Wardini, community manager at Webmastersjury.
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July 22, 2018
Why Humor Is the Key to a Memorable Ad
July 23, 2018Anna Hubbel
There’s a reason everyone gets psyched for Super Bowl ads: they’re entertaining and often hilarious. When you get a good laugh out of an ad, it has value. It becomes memorable and shareable. Think of your favorite ad. Did it make you chuckle? Do you remember what it was for? If the answer was yes to the first question, it’s most likely the same for the second question.
Humor is a powerful tool for marketing your brand, especially on social media. Millennial and Gen Z audiences love humor. If you want to stick in their heads, you need to speak their language. Tickling their funny bone is one of the most effective ways to do that.
As a Millennial, I not only remember humorous ads, but I am also more likely to become loyal to a brand that makes me laugh. Recently, for example, I’ve become a member of the Dollar Shave Club. The brand uses blunt, unapologetic humor in its Facebook ads to connect with people. In one video ad campaign, the brand runs with the tagline “Our Blades Are F***ing Great.” The straightforwardness made me chuckle, and the more I saw the same type of humor span across all of DSC’s ads, the closer I became a regular subscriber. And yes, I have been a loyal subscriber going on three months now, with no regrets.
When I feel like a brand gets me, I feel drawn to it, and I allow it to stay in my memory. You may also be familiar with the type of humor commonly used by insurance provider GEICO. The company uses humor across all of its video and TV ads, establishing a predictable-but-fun tone for its main message. You can almost always tell when a commercial is for GEICO, and you definitely store it somewhere in your memory. Take this commercial, “Longest Goal Celebration Ever,” as an example:
No matter how many times I watch it, I always chuckle.
But while humor may work for some brands like GEICO and DSC, it doesn’t work for everyone. How do you know if it’ll work for you? Here are some factors to consider when deciding if a humorous campaign is the way to go.
When to Use Humor
It fits your product or brand message. If using humor fits the style and tone you want customers to associate with your product or brand, by all means, laugh it up!
You want to be more relatable. Humor is a great way to connect with your audience because it helps them perceive you as more human.
Your target audience is Millennials or Gen Zs. Younger demographics have a higher appreciation for humor in social media ads, especially if you want to use humor that may otherwise be construed as offensive by older audiences.
You want to have a consistently humorous tone for your brand. Humor doesn’t work as well if you only use it in one ad. You don’t necessarily have to be funny all the time, but if you want to make people laugh, you should be willing to do so consistently.
When Not to Use Humor
It doesn’t fit your brand or it is inappropriate for your product. For example, it may be inappropriate to use humor when marketing an antidepressant.
You have an older target audience. However, depending on the type of humor you use or what you know about your audience’s interests, this may not always be the case.
You don’t have the right copywriting team for the job. Using humor in marketing messages is a special craft. If you don’t have skilled humor copywriters, you either need a new copywriting team or a different strategy.
The type of humor you’re considering is outright offensive. If you’re not sure, test the type of humorous messages you’re considering with a marketing team or test with a group to get feedback.
Unique and Memorable
If your goal is to be unique and memorable, running humorous campaigns can help you accomplish that goal. It also helps differentiate your brand from your competitors, giving you a distinctive voice. The best way to really know if humor will work for you is to know your audience really well. Do they, like myself, appreciate a lighter, less-serious approach to the world? In Facebook advertising, for instance, you can learn a lot about your audience based on their interests, hobbies, and activities. You can do the same when getting to know your Snapchat audience, looking at their lifestyle, where they shop, and places they like to go.
Humor is also effective when you’re trying to acquire and keep subscribers. With a subscription-based brand, you want your audience to feel comfortable with the brand. One of the best ways to charm your way into their comfort zone is to make them laugh. Getting a chuckle or even just a smile can make all the difference.
Now excuse me while I watch the soccer player slide across the field one more time.
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July 19, 2018
Code Suggests Snapchat to Partner with Amazon
July 20, 2018Anna Hubbel
Photo Courtesy of fileclusterA new rumor has surfaced about a possible collaboration between Snapchat and Amazon. An app researcher gave Tech Crunch the tip, uncovering code within Snapchat’s Android app for a visual product search feature. The project is currently dubbed Eagle, and, based on the discovered code, would direct users to Amazon’s product listings. The official name of the visual tool, according to the code, would be Camera Search.
Users would be able to scan an object or barcode through the Snapchat camera to see associated search results on Amazon. It could be a revolutionary step for Snapchat.
An Information Partnership
Project Eagle could make Snapchat a more useful app. It may draw older users in to the presently teen-dominated platform, as it would offer beneficial information about something of interest. And let’s not forget that everyone loves Amazon.
If the rumors are true, if Snap Inc. is partnering with Amazon, Snap Inc. may be able to look forward to better revenue outcomes. However, it is possible that Amazon would only serve as a destination for search results rather than an active partner. Neither company has been vocal about the rumors, so we’ll have to wait and see.
Tech Crunch speculates that project Eagle builds on Snapchat’s partnership with Shazam, which allows Snapchatters to identify and share songs playing nearby. Both serve as information tools, making it possible to learn new things about the world.
Additionally, Camera Search may serve as an expansion of Snapchat’s Context Cards. Context Cards provide basic information on local businesses, driving customers to physical brick-and-mortar stores or restaurants nearby. They too serve as an information tool for the average user. It appears that this information angle is the latest niche Snapchat is pursuing.
Snapchat wouldn’t be the first to implement a camera feature that identifies objects and provides users with related information. Pinterest Lens works similarly, as does the camera in the Google Pixel 2 phone. It makes sense that such a capability would interest Amazon as well. A Snapchat-Amazon collaboration may give those other guys a run for their money, as well as up the ante once again for Snapchat’s biggest rival, Instagram Stories.
For advertisers, Camera Search could be a huge marketing boost. The key will be to have products available on Amazon and a successful Amazon product page. It will be even more important to make products appear higher in Amazon’s search results.
Additionally, advertisers will need to have products located in physical places for Snapchatters to come across. The better and more successful the product, the more users will come across it through friends, family, and even strangers who’ve already purchased it. So whenever someone sees something of interest to them, they can scan it through Snapchat and find it on Amazon.
Social networks like Snapchat are getting smarter. And through products like Camera Search, they intend to bring users along for the ride.
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New Facebook Policy Removes Posts That Contribute to Violence
July 19, 2018Anna Hubbel
Facebook’s new feature provides additional information about articles.Further extending its efforts to create only positive experiences on the platform, Facebook recently announced that it is now removing posts that provoke violence. In a statement shared by The Verge, Facebook says, “There are certain forms of misinformation that have contributed to physical harm, and we are making a policy change which will enable us to take that type of content down. We will begin implementing the policy during the coming months.”
With the new policy in place, Facebook, in partnership with threat intelligence agencies, will review all posts containing inaccuracies or misinformation made to cause violence or physical harm. Both text and images are included in this review—even if the text of a post doesn’t provoke violence, an attached image that does so is cause for removal.
Additionally, Facebook will determine whether a post should be removed based on press reports and its own public policy employees. Once a post is verifiably false, Facebook will remove the post. Removal includes any duplicate or shared versions of the post across the platform.
Facebook announced the new policy this week, but according to The Verge, it was put into effect last month.
The company is working harder than ever to make it a safe space for users. But outside factors aren’t making it easy. In September 2017, for instance, Facebook had to remove self-reported ad targeting after advertisers had used the tool to target “Jew-haters.” With every punch, however, Facebook follows with a strong, defensive swing. Hopefully, this latest swing will effectively prevent violence caused through the platform.
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Amazon Job Ad Suggests Free-to-Air TV and Advertising Coming to Prime
July 19, 2018Anna Hubbel
Photo: Getty Images/Adrian HancuIf you’re a subscriber to Amazon Prime, you’ve likely enjoyed the benefits that come with it, including Prime Video. There may be more in store for you and the massive audience base of Prime subscribers. Recently, a UK job ad by Amazon is looking for someone for free-to-air TV and advertising efforts in Europe, suggesting that the company wants to unite Amazon ads with its video stream offerings.
Free-to-air TV is TV channels accessed through digital TV tuners, satellites, or cable. The channels are supported by ads. As long as you’re a paying subscriber, you don’t have to pay anything to receive the channels.
According to Tech Crunch, the job ad went through various title alterations as the public suspected the implications of Amazon’s plans. It went from “Head of Free to Air TV & Advertising” to “Head of Prime Video Channels Free To Air TV & Advertising TV Partner Channels,” and then to “Head of Prime Video Partner Channels.” Each title contained the same job ID number, all referring to the same position.
The ad description, as reported by Tech Crunch, reads:
“Channels have launched in US, UK and Germany and this is a new and fast-growing area within Prime Video. As part of this expansion, we are seeking a senior leader to join the European Channels & Sports team, based in London. This individual will be responsible for widening the content range with the development of free and advertising-funded channels.”
Included in the description of job responsibilities is the development of Prime Video’s European strategy for free-to-air and advertising-funded channels, reports Tech Crunch. Presently, Amazon’s UK service does not offer free-to-air channels—this job would be focusing on a new area.
For advertisers, if free-to-air TV is coming to Amazon, this is huge news. Amazon Prime is already used at a massive scale. This offering would attract even more audiences, meaning excellent ad exposure for anyone who invests in Amazon-powered ads for the new TV service.
Amazon’s ad business, projected to make $9.5 billion in 2018, is an incredible opportunity for both the company and advertisers to make money. As video streaming becomes more and more popular, free-to-air TV may give Amazon a competitive edge over competing streaming services like Hulu and Netflix.
Keep your ear to the ground. Although it’s merely speculation at this point, it wouldn’t be a surprise if free-to-air TV is the future of Amazon Prime. If you’re already a subscriber, prepare yourself for more awesome benefits. If you’re not yet a subscriber but love TV, well, you may want to start considering the investment.
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July 18, 2018
Google Enables New Security Feature to Prevent Spectre Attacks
July 18, 2018Anna Hubbel
Last week, the Google Security Blog announced a new security feature for Chrome 67 to better protect internet users from speculative execution side-channel attacks like Spectre. Spectre attacks try to invade memory code to retrieve data within that memory, particularly in web browsers. While major browsers have taken precautions to prevent Spectre attacks, Google says its new feature, called Site Isolation, makes data worth stealing inaccessible.
Chrome 67 has enabled Site Isolation on Windows, Mac, Linux, and Chrome OS. Previously, the feature was available for Chrome 63, but only as an optional, experimental enterprise policy. Now, the feature is enabled by default.
How It Works
Google says Site Isolation limits each renderer process to documents from a single site. This allows Chrome’s operating system to stop attacks both between process and between sites. It’s worth noting that Chrome defines “site” as only the scheme and registered domain. Google uses the example of https://google.co.uk (a site) and https://maps.google.co.uk (which remains in the same process).
While Chrome up to now did have a multi-process structure, such as between different tabs, Google says an attacker’s page could still share a process with that of another user’s page. Such a scenario would occur with pop-ups, because they share a process with the original page they came from. Spectre attacks could then read private data, like passwords, that came from other pop-ups or frames sharing the same process.
With Site Isolation, Chrome isolates processes so that attackers cannot share them when internet users switch between tabs or navigations, not even when a pop-up or new frame is opened, as the new feature now gives them their own process, separate from that of the original site. To accomplish this, Google says Site Isolation, using out-of-process iframes, splits a single page across multiple renderer processes.
Although Site Isolation isn’t one-hundred percent foolproof, it does limit the amount of data an attacker can get a hold of.
Google says it’s working on expanding Site Isolation coverage to Chrome for Android. Additionally, the wheels are in ongoing motion to prevent attacks beyond Spectre, which may come from fully compromised renderer processes. Last but not least, Google is also collaborating with other browser vendors to prevent Spectre attacks.
“Site Isolation is a significant change to Chrome’s behavior under the hood, but it generally shouldn’t cause visible changes for most users or web developers (beyond a few known issues),” Charlie Reis says in the Security Blog post. “It simply offers more protection between websites behind the scenes.”
Platforms and vendors like Google have, as of late, been taking more and more measures to protect users’ privacy. Whether these measures work in the long run, we’ll just have to wait and see.
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