Time for another digital marketing round-up by the SocialB team! We’ve summarised the latest news from YouTube’s new policy changes to their Partnership Programme, a mobile ranking ‘speed updated’ from Google, we say goodbye to review extensions to Facebook ‘fixing’ the newsfeed.
YouTube has just made some significant changes to their YouTube Partnership Programme by dropping the advertising from thousands of channels in an attempt to weed out the poor quality content from their website. They have updated their rules on which channels are allowed to monetize their videos for the second time since April 2017. Previously, you needed to have 10,000-lifetime views which would let your channel take a slice of the advertising revenue. The latest set of changes requires your channel to have 4,000 hours (roughly 166 days) of watch time in the last 12 months and at least 1,000 subscribers, along with 10,000-lifetime views before ads start being displayed. Their new policy is raising the bar by quite a bit which has left the majority of the smaller channels in an uproar. A spokesperson from YouTube said their latest move is to benefit all who use their platform and stop spammers from taking advantage of hardworking creators and reward those who make their platform great. Smaller channels have expressed their frustration on social media and think this is because of YouTube celebrities who have put the website in a lot of trouble in the last year, with Logan Paul being the most recent one for showing the body of a man believed to have taken his own life in the Aokigahara Forest in Japan. What are your thoughts on YouTube’s most recent policy changes?
Marketers that use augmented reality (AR) for a quick win and without proper planning risk alienating customers and compromising the technology’s future as a powerful marketing tool, according to a new report. Unlocking Augmented Reality For Business explores how marketers can use AR to build brand engagement and drive sales. But it warns that marketers who get too distracted by the novelty of AR and neglect the content and strategy behind the experience will have their campaigns dismissed as “gimmicky”, threatening the value of AR as a marketing tool for everybody else.
On Wednesday, Google announced that website page load speed will become a ranking factor for ranking on mobile devices. Naming the algorithm update simply the “Speed Update”, Google hopes to roll it out in July 2018, giving webmasters enough time to utilise tools to speed their mobile site up in time to not see their rankings drop. While Google recommends using its own PageSpeed Insights tool, its new speed testing has been unreliable for smaller sites, this is because the data has been collected from Chrome sessions, so fewer visits to a website generally equate to a more varied set of load times. While PageSpeed Insights’ suggestions are useful, GTMetrix is arguably a much better tool for building a picture of your website’s load speed (at the time of writing).
Google has announced that it will be closing the door on the Review Extension in Adwords from February. A message appeared on the Adwords support page stating that all review extensions and data would be deleted in February 2018. The Review extension was introduced in 2013 as a way for advertisers to highlight certain editorial quotes and reviews from around the internet in their ads. At the time, Google claimed that advertisers using the extension might expect a 10% increase in Click Through Rate. However, due to strict approval processes, they were never widely implemented amongst advertisers so the announcement does not come as much of a surprise. If you do have data and use the extension, you can export your data from both the old and new Adwords before it is deleted in February 2018.
Despite the fact that Facebook continues to grow and revenues soar, engagement is actually down. Less and less personal content is shared on the social media giant even though It boasts over 2 billion active monthly users. Facebook’s CEO Mark Zuckerberg has taken note of this and has made his goal for 2018 to ‘fix’ Facebook, he wants to increase user engagement and content by reducing posts from businesses, brands and media reaching you and replace it with ‘the personal moments that lead us to connect more with each other.’ Not only this, but Zuckerberg wants to tackle “fake news” as he has become increasingly ‘disturbed’ that his company is doing more harm than good.
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