We’ve summarised the latest news in the world of digital marketing! Catch up on the latest from Google trends changes, Facebook advertising principles to YouTube launching Reel and more.
There’s been a big upgrade to Google Trends which allows users access to search trend data from Google Shopping, Youtube, Image and News searches across the globe. Until now, Google only provided trending data on web searches but now there are filters to view data from the search giant’s other platforms. Trends is a useful tool which allows you to explore search traffic around search terms and topics for strategic planning and decision making. This latest upgrade acknowledges that people search in different ways on different platforms so you can now see how searches on YouTube, for example, may differ to web searches. You can view this data over periods of time, by location and also explore related searches. Read the full details of the update on the Google blog.
2017 wasn’t the best year for Facebook’s reputation; they admitted to incorrectly tracking video ad views and its role in Russia’s intervention in the US’s election last year was questioned, to state 2 of the many issues people have raised over the past 11 months. However, to mark a step in the right direction, Facebook has released its advertising principles, “While the world and our services are always evolving, we thought it would be helpful to lay out the principles that guide our decision-making when it comes to advertising across Facebook, Messenger and Instagram,”.
The advertising principles include steps taken to protect personal information and identity, being openly transparent about differentiating between organic and paid content, and states its community standards applied to advertisers. While this may be nothing new to many Facebook advertisers, bringing all these principles together into a single blog post makes it clear exactly where advertisers and users stand in terms of privacy and transparency.
No one can deny Snapchat’s huge success with stories, if you haven’t heard of it, it’s a feature that compiles a slideshow of the things you’ve been posting throughout the day. Rival social media platforms like Instagram and Facebook jumped on the bandwagon quickly but YouTube took its time to roll out a similar feature. It was announced on 29th November by YouTube that it’s not testing their version of stories called “Reels” which is described by the company’s senior product manager, Roy Livne, as “YouTube’s spin on the popular ‘stories’ format, but designed specifically for YouTube creators”. Reels will be available to view beyond the 24 hour period, so when a YouTube creator publishes a Reel, it’ll stay on the site for YouTubers to watch unless the creators decide to delete it. Many more details haven’t been revealed at this point.
After the Jack Maynard controversy in November, many Twitter users are now going back and thoroughly auditing their old tweets, scouring their profiles for content that would be deemed inappropriate or not ‘on-brand’ to that user anymore. The subject made headlines earlier in November as YouTube star Jack Maynard left the ‘I’m A Celebrity…’ jungle due to resurfacing of tweets using derogatory terms that the star made back in 2012-2013. In recent months, Stormzy and Zoella have also issued public apologies after old posts were dug out and made public.
The news has clearly had an effect as a recent study found that 54% of UK residents were trawling through their old content to ensure the content was safe and reflective of who they are now. From the poll of 2,000 UK residents, a third of them went on to delete tweets or make some content private. Not surprisingly, after a public figure had issued an apology, Google Trends saw a spike in searches asking for advice on deleting old social media posts. Out of the 2,000 respondents, 68% were between 18 – 34 and their most common reason for deleting were that the posts could now be seen as bad taste or offensive, or they simply deleted due to a change of opinion.
Steve Roberts of Online Spy Shop (who conducted the poll) said,
“Opinions mature and we’ve all said things in the past that we no longer believe… But those of us who regularly share our thoughts on social media are at risk of having old remarks we forgot we made come back to haunt us… Everyone, from potential employers to people we’re dating, can easily find out what we were thinking years ago. So it’s smart to take the time every now and then to reflect on how we appear on social media.”
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