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Category: MarketingNews

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  • Google Rebrands AdWords, Introduces ‘Smart Campaigns’ for Small Businesses

    Google Rebrands AdWords, Introduces ‘Smart Campaigns’ for Small Businesses

    Google has revamped how its ad services and products are organized and sold in a bid to make its advertising system easier for brands to understand.

    After two decades, Google is retiring AdWords and DoubleClick names and rebranding them instead. They are also being reorganized in order to better showcase their capabilities and growth trajectory. DoubleClick products and the Google Analytics 360 Suite will now fall under the umbrella of Google Marketing Platform. DoubleClick Ad Exchange and DoubleClick for Publishers will be integrated into the Google Ad Manager while AdWords will now be called Google Ads.

    The newly introduced Google Marketing Platform is designed to assist clients in planning, buying, measuring and optimizing their digital media and customer experience. The decision to merge the DoubleClick and Analytics 360 Suite brands was the result of marketer feedback regarding the advantages of using analytics and ads technology to create improved customer understanding and bigger business results.

    Meanwhile, Google Ads will represent the extent of the company’s advertising capacity across its numerous properties, like Google Maps, Google Play, and YouTube. Google Ads will also roll out a new type of ad strategy called Smart Campaigns. This feature will be utilizing machine learning technology and focuses on small businesses. It will be the default experience of start-up companies.

    As for the Google Ad Manager, the unified programmatic system is developed to help partners to generate higher revenue in a more efficient manner.

    The three new brands are being hailed as a way to help all advertisers and publishers pick the right solutions for their business, regardless of the size. It also aims to make it easier for companies to provide consumers with trustworthy ads and an improved experience regardless of the channels and devices used.

    The restructuring of its ads business was announced on Tuesday by Sridhar Ramaswamy, the SVP of Ads at Google. According to Ramaswamy, the company’s extensive ad offerings is challenging for advertisers, ad agencies, and publishers to navigate. He also mentioned that while advertising opportunities have never been greater, it has also become more complicated.

    “It is harder for advertisers, publishers, and agencies that help them choose the right products for their business and know how to use them,” Ramaswamy said.

    Despite the changes, brands have nothing to worry about as Ramaswamy emphasized that Google’s “underlying products aren’t changing.” But while the rebranding is basically just a name change, there will be small changes in some ad interfaces that will streamline the different services that the company’s advertising and marketing products offer.

  • Instagram Now has 1 Billion Monthly Users, Launches IGTV for Content Creators

    Instagram Now has 1 Billion Monthly Users, Launches IGTV for Content Creators

    Instagram has just hit one of its most crucial milestone – one billion users. The news came on the heels of the company’s launch of IGTV or Instagram Television, a long-form video format that takes aim at rival YouTube.

    It seemed inevitable that Instagram would hit the 1 billion monthly users mark. But what probably surprised people was how quickly the company achieved this. After all, it was just in September of last year that the photo-sharing app reached 800 million users.

    Instagram now joins WhatsApp and Messenger in the 1 billion club. The two Facebook-owned apps have 1.5 billion and 1.3 billion monthly users respectively. And despite recent controversies, Facebook is still holding strong with 2.2 billion users.

    IGTV Goes Up Against YouTube

    Instagram announced its latest achievement at its San Francisco event launching IGTV, the company’s latest app for long-form video. While IGTV is designed as a standalone app, it will also be found as a tab in Instagram

    Instagram videos are usually limited to 60 seconds but with IGTV, videos can run as long as 10 minutes. Meanwhile, creators with a huge following can post videos that are up to an hour long. At the moment, IGTV videos will have to be pre-recorded, although live videos might be something Instagram will offer in the future.

    IGTV videos will show up as thumbnails at the lower half of the creator’s page. Tapping on a thumbnail will cause the video to go full screen. Each video will show the same icons that users also see on Instagram – a heart, share tool, and the comment bubble.

    It would appear that IGTV is going up against YouTube in terms of content creation and consumption. However, IGTV still has a long way to go before it can match YouTube’s number of monthly logged-in users and content creators.

    Zuckerberg’s Big Instagram Win

    Instagram’s latest milestone can be considered a big win for the embattled Mark Zuckerberg. The rollout of IGTV had Facebook’s stock rising by 2.3%, making Zuckerberg richer by $1.7 billion. The boost could be due to the fact that the new feature can provide Facebook with a new avenue to run advertisements. Even though Instagram isn’t selling ads on IGTV yet, there’s a big possibility it will in the near future.

    Facebook has faced its fair share of controversies recently, with the latest one being the Cambridge Analytica scandal. Despite that, the company still enjoys robust ad sales and continues to grow its user base.

    [Featured image via Pixabay]

  • 5 Tips to Help You Optimize Your Website for Voice Search

    5 Tips to Help You Optimize Your Website for Voice Search

    It took a few years but voice search has finally matured, with Alexa, Siri and other voice-activated helpers now fast becoming the norm instead of a novelty. As a matter of fact, AdWeek reported that about 67 million voice-assisted devices are expected to be in use in the United States by 2019. The sheer volume means that companies have to change how they manage their digital content.

    Voice search utilizes verbal input instead of typed information. However, search engine optimization for text inquiries doesn’t automatically translate well to voice. Businesses will have to adjust their website to draw in voice users and improve their search results.

    Here are 5 tips on how to optimize your website for effective voice search:

    1. Use Language That Sounds Natural

    Image result for natural sounding language voice search

    People usually write a few keywords into the search box instead of typing the whole question. But the opposite happens in a voice search. The user will ask questions or say conversational phrases to get their query across. Make sure your website content sounds natural and that when phrases or questions are read aloud, they’re clear and structured intelligently. Check that it sounds correct by saying the inquiry or phrase out loud.

    2. Make Use of Structured Data

    With the release of Google Assistant for cars and speakers, the company has shared some ideas on how businesses can make good use of this new feature. One suggestion made by Google Webmaster John Mueller was the use of structured data. This type of data is highly organized and can be easily searched using the algorithms used by search engines. These data packets provide clues as to what content the page has. Using structured data on your own web page will give Google extra context regarding your content.

    3. Improve and Lengthen Targeted Search Phrases

    You are likely already using long-tail keywords in your SEO strategies. Now it will play an even bigger role. Voiced questions and inquiries are longer than conventional keyword phrases. You’ll have to integrate the less competitive and longer phrase options for a straightforward ranking.

    4. Create a ‘My Business’ Listing on Google

    Related image

    People often use voice search to look up information or a business while they’re driving or when their hands are otherwise occupied. You can improve your search engine ranking if you are listed on Google’s My Business. This will ensure that your company’s information is front and center during crucial search moments.

    5. Don’t Go Overboard With Optimization

    Another tip that Google’s Mueller suggested is for companies to not go overboard with their website optimization. While businesses will want to utilize as many voice search strategies as they can, this might cause more harm than good. For instance, web publishers might opt for a single paragraph page that solely targets voice search. This could lead to a doorway page where there are variations of questions and their short answers. A page like this would have really low value since it doesn’t carry a lot of relevant information; they’re just geared towards a specific voice query.

    Numerous experts have weighed in on how companies can best use voice search. But regardless of the strategies you use, make sure they can easily be adjusted on your website to keep up with whatever the future holds for voice search.

  • Instagram Just Added an eCommerce Feature to Stories

    Instagram Just Added an eCommerce Feature to Stories

    Instagram is allowing users to buy what they see on Stories without having to leave the app.

    The photo and video sharing platform recently announced that stickers with the shopping bag icon are headed to Instagram Stories. Tapping on the shoppable tags that caught your eye in a Story will reveal more details about the product.

    Instagram started testing out this feature in 2016 and offered it to about 20 select retail partners. It quickly proved to be a hit and has since expanded to include regular brand postings on the feed. Now the feature is all set to roll out, with retailers like Adidas, Aritzia, Louis Vuitton and The Kooples set to use it to tag and link straight to their products. While retailers who can use this feature is still limited, it’s expected to open to regular users in the future.

    In a press release, Instagram emphasized that they were a place of inspiration and a venue for action, which is why the company has added shopping to Stories. The company also pointed out that there are 300 million people on Instagram Stories daily, and most of them are on the look-out for new products from their favorite brands.

    The platform’s new shopping feature has vast potential for selling products, especially with Instagram’s reported vision to have its own longer-length video series. This means that in the future, users might be watching an Instagram show, see a celebrity using a certain product and just tap on the link to make a purchase.

    At the moment, the new Stories shopping feature is only available for businesses. These companies are also limited to selling only their own products, so third-party sellers will find no business here. The feature also does not permit audience targeting. This means that people who see the posts with shopping tags are those who are already following the retailer.

    [Featured image via Pexels]

  • US Podcasting Revenue Hit Record High in 2017, Up 86% from Previous Year

    US Podcasting Revenue Hit Record High in 2017, Up 86% from Previous Year

    The US podcast industry had a great run in 2017. According to the latest joint study conducted by the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC), the industry raked in $314 million last year.

    The IAB, which was responsible for the Podcast Advertising Revenue Study for the second year in a row, stated that 2017’s revenue showed an 86% growth for the year. The medium generated $169 million in 2016.

    The two companies also predicted that the podcast market will be worth around $659 million by 2020. That’s a 110 percent growth between 2017 and 2020.

    [Graphic via InsiderRadio]

    The IAB study even touched on the kind of podcasts that benefited from the increasing interest in the medium and the advertisements that suited it.

    Unsurprisingly, the most-preferred ads were the host-read spots. This accounted for more than two-thirds of the ads in 2017. Direct response ads, which are designed to generate an instant reaction from the show’s listeners, captured a big chunk of the marketing campaigns. Brand awareness came in third at 29%. Meanwhile, ads integrated into the podcast or embedded into the show took up 58% of the combined ads of the year.

    While there are different types of advertisers willing to shell out money for that all important air time, the top three spenders are financial services companies (18%), direct-to-consumer sellers (16%) and marketers from the arts and entertainment sectors (13%).

    It goes without saying that not all podcasts are created equal. Some types are just better when it comes to money-making. Fourteen genres were tested, and the top four categories for content are Arts and Entertainment (17%), Gadgets and Technology (15%), News and Politics (13%) and Business (11%).

    The revenue generated by podcasts is even more impressive considering that this avenue is still growing.

    According to Anna Bager, the EVP of IAB’s Industry Initiatives, the “strong numbers speak to advertisers’ increasing recognition that podcasts provide a powerful platform for reaching and engaging audiences.” She also stated that advertisers are just now starting to tap into the medium’s “highly engaged audience.”

    This bodes well for podcast startups. The boost in consumer interest has certainly helped companies like Wondery, which raised $5 million this year thanks to Greycroft, Shari Redstone’s Advancit Capital, and Lerer Hippeau Ventures. Meanwhile, Castbox has already raised $13.5 million for its new podcast app.

    The rising interest in podcasts is also largely attributed to how people now listen to content, which is through mobile devices and smart speakers as they go about their lives.

    [Featured image via Pixabay]

  • The Death of Net Neutrality and What it Means for Consumers

    The Death of Net Neutrality and What it Means for Consumers

    It finally happened. The repeal of net neutrality laws by the Federal Communications Commission (FCC) took effect on Monday.

    According to the FCC, the repeal will put an end to the “unnecessary, heavy-handed regulations” implemented by the previous administration and move forward with “common-sense regulations that will promote investment and broadband deployment.”

    The net neutrality rules, which were passed in 2015 during the tenure of President Barack Obama, prevented internet providers from giving special treatment to specific websites or charging them more for particular content. However, current FCC Chairman Ajit Pai opposed these regulations as he believed they impeded innovation.

    What It Means for Consumers

    Most internet users and consumer advocates are rightly worried that the repeal of Title II, or the net neutrality bill, means that broadband providers would start to sell their services in bundles, much like how cable television is packaged. For instance, some providers might require users to pay for a social media premium bundle in order to access platforms like Instagram and Twitter.

    There are also concerns that without the protections of the neutrality law, internet providers can slow down their competitor’s traffic or any other site they want to slow down. Conversely, they can also create “fast lanes,” which companies with deep enough pockets can take advantage of in return for faster connectivity.

    This also means that the playing field could be biased against small companies or eCommerce startups that will have to fight harder for exposure. Freelancers and other remote workers might also have to shell out more money to work from home.

    Can Net Neutrality be Revived?

    While it’s understandable for consumers to be wary about the FCC repeal, it will reportedly be months before any changes are felt. In the meantime, several states have already taken steps to protect net neutrality. The governors of Montana, New York, and Washington have either signed a law or issued executive orders to counter federal rules regarding the internet.

    There’s also a motion in the lower House right now that could push Republicans to vote to reinstate the 2015 net neutrality rules. Voters still have a say on this as they can either force their state representative to take a stand or vote out and replace them with someone who supports their stand on a free internet.

    For their part, some internet providers have publicly pledged that they will not throttle or block sites even with the repeal of Title II. Their only argument against the bill was the fact that the FCC had so much control over their business and that the regulations made expansion difficult.

  • 5 Ways to Boost Your Brand Using Social Media Polls

    5 Ways to Boost Your Brand Using Social Media Polls

    If you’re managing a small business or start-up brand on social media, getting people to interact with you can be challenging. This is where polling comes in handy since it encourages engagement and improves the visibility of your brand. Social media platforms such as Facebook, Twitter, or Instagram, have polling features that you can tweak and use to listen to your target audience, similar to doing marketing research. Because choices are provided, users can participate in the polls without fear or apprehension of giving a wrong answer. And since replies remain undisclosed and anonymous, users tend to be more honest with their responses.

    Here’s how you can use social media polling to improve your marketing strategy and boost your brand on several platforms:  

    1. Gather feedback and insights.

    Creating a poll is one of the ways to know what your audience likes and dislikes without disrupting their user experience. By posing a quick question, your brand will be able to get instant feedback from customers about the products and services you offer. If users feel that their opinions are valued, then they are more likely to be loyal to your brand. Gaining invaluable insight from a poll also allows you to identify areas for improvement and factor in suggestions from customers.  

    2. Drive product decisions.

    With polls and surveys, you can determine which products or promos interest your target audience right away. This real-time information can be crucial for driving product decisions and possible sales leads for your company. Last Halloween, Hello Fresh used an Instagram Stories poll to help determine which one of its recipes customers preferred most. This simple poll not only helped generate positive sentiments towards the brand, but it also allowed customers to feel that they made an impact or contribution to the company’s meal kit options. You could do the same for your brand, too.

    3. Get ideas for content.

    Coming up with fresh content on social media can be a big undertaking but polls can help you overcome that hurdle. By asking what your audience wants to see or read next, you encourage engagement by listening to their opinions. Consider a cross-channel approach in creating social content, like using Instagram Stories in polling what to include in your next Facebook post. Users are more likely to be pleased by seeing curated content across platforms based on their interests.

    4. Break the monotony.

    Polls that are too focused on business can cause your audience to lose interest in your brand. So even though this type of polling offers a wealth of marketing data, try to come up with entertaining and fun polls every once in a while that strengthen your brand’s voice and maintain engagement. Furthermore, this makes your brand look more approachable.

    5. Increase engagement.

    You don’t have to limit your brand to a specific market since social media polling allows you to tap into a larger audience. When users check out your poll, they tend to visit your profile as well, thus increasing your visibility on the social platform. Remember to be responsive to every comment or like, even after the poll has ended, to keep up a dialogue between you and your audience and increase the likelihood of future engagement.

    As social media polls become increasingly useful to understanding your audience, it pays to use the feature as part of your marketing strategy. Learning from and listening to your market will help you take the next step in scaling up your business.  

    [Featured image via Pixabay]

  • Facebook, Google Get Sued by Washington State Over Political Ad Records

    Facebook, Google Get Sued by Washington State Over Political Ad Records

    Washington has filed a lawsuit against Facebook and Google over their inability to show their records on who purchased political ads on the platform. The two companies were reportedly paid millions for political ads but have failed in publishing key information, like the advertiser’s address, that’s required by law.

    Washington legislation mandates that advertisers collate and store key information on political ads, including the advertiser or buyer’s name and address, cost of the ad, and the candidate’s name, party or the proposal that’s being opposed or supported.

    The lawsuits have been filed by the Bob Ferguson, the Attorney General of Washington State. Ferguson stated in a press release that “Washingtonians have a right to know who’s paying for the political advertising they see.”

    Washington law states that anyone has the right to visit an advertiser and ask for information regarding political ads. The lawsuit claims that both Facebook and Google did not or could not provide this information when a reporter requested them. As a matter of fact, the two companies have not complied with this law since 2013. Now the Attorney General is thinking of levying fines and injunctions against the two corporations.

    The lawsuits filed by the Attorney General are noteworthy as they follow on the heels of increased criticism regarding the involvement of technology companies in perceived election manipulation and the dissemination of “fake news.”

    Facebook and Google have already taken steps to manage this problem. For instance, Mark Zuckerberg’s company will establish a political ads archive and will reportedly label all such advertisements. Google is also set to develop an online archive of political ads that ran on its platform. Facebook is also now demanding identity verification for all issue-based and election advertisements. However, it seems these measures are not enough and the general public remains skeptical that they will make a difference.

    The two companies have been given 20 days to reply to the lawsuit filed by the state of Washington.

    Rob Leathern, Facebook’s Director of Product Management, has revealed that the company is introducing tools that will “set a new standard for transparency in digital advertising.” He also added that Attorney General Ferguson has asked crucial questions and that Facebook is looking forward “to resolving this matter with his office quickly.”

    Meanwhile, a spokesperson from Google stated that the company is “committed to transparency and disclosure in political advertising” and that they’re already reviewing the complaint and will soon be coordinating with the office of the Attorney General.

    [Featured image via Pixabay]

  • Instagram Explains How Its Algorithm Works, Busts Common Myths

    Instagram Explains How Its Algorithm Works, Busts Common Myths

    It might have taken them almost two years, but Instagram has finally explained the inner-workings of its algorithm-based feed. It was in July 2016 when the photo-sharing platform shifted to a machine-learning approach from reverse chronological order. A lot of users raised a ruckus over the announced change, but Instagram stood fast and opted instead to reveal how its algorithm ranking works.

    In an information session with reporters, Instagram pointed out that its machine learning depends on a user’s past behavior to generate a personalized feed. There are three primary criteria for prioritizing content on your feed: interest, recency, and relationship.  

    Interest pertains to your previous behavior on a particular post. If Instagram’s machine learning picked up your likes, comments, or even attention to particular types of content, the platform would start showing you related photos or videos.

    Recency, on the other hand, relates to the time frame of your shared post. What users will see are recent posts, say a few minutes or days ago, and not something shared weeks before.

    Thirdly, relationship refers to the user’s prior interaction with the person or account posting the content. If you have been commenting on posts or being tagged in photos, you will see more of them in your feed.  

    Core criteria aside, Instagram also cited three patterns that determine rankings and feed content. These are frequency, following, and usage.

    When you open the app frequently, Instagram will refresh your feed based on the aforementioned factors to surface relevant content. If you follow several accounts, Instagram will try to diversify feed content so you won’t miss out on posts you might find interesting. Lastly, your average time spent on the app increases the likelihood that you’ll only see the most relevant content. Browsing for more prolonged periods allows you to explore a wider variety of feed content.

    During the media session, Instagram also clarified a few common misconceptions about creating feeds and ranking content. The Facebook-owned company emphasized that it does not hide content on purpose nor downrank users with successive, separate posts or due to other behaviors. Instagram also told the media that it does not prioritize business accounts over personal ones.    

    Likewise, it doesn’t favor one content type over others, but if you often engage with photos, then you might see them more. Go ahead and use Stories, Live, and other features of the app, but don’t expect higher feed ranking since Instagram is not playing favorites. And if you keep on scrolling for some time, you might find your friend’s throwback Thursday photo on a Monday.

    [Featured image via Pixabay]

  • Facebook ‘Weaponized’ User Data, Says Bikini Photo-Finding App Developer

    Facebook ‘Weaponized’ User Data, Says Bikini Photo-Finding App Developer

    Facebook is facing accusations of gathering more user data than disclosed. According to court filings, former start-up Six4Three claimed that the social media company conducted mass surveillance on its users and their friends alike.

    Based on the lawsuit documents, Facebook reportedly had access to its users’ text messages, photos, and microphones. It can even track their locations by remotely activating the Bluetooth on mobile devices without permission. All of these accusations were detailed in Six4Three’s fifth version of the complaint, initially filed in 2015.

    The court document read, in part:

    “Facebook continued to explore and implement ways to track users’ location, to track and read their texts, to access and record their microphones on their phones, to track and monitor their usage of competitive apps on their phones, and to track and monitor their calls.”

    In response, Facebook refuted the claims by saying that these “have no merit and we will continue to defend ourselves vigorously.” The company clarified rumors back in March that it was monitoring calls and messages of its users. Rather, they only collected call and text message history as part of its opt-in feature under Facebook Lite and Messenger on Android.

    The former start-up also contended that Facebook had access to several photos on iPhones. But the social media company pointed out that users can opt-in to the photo syncing feature of the app for easier uploading.

    Allegations of breaching user privacy and data collection remain touchy subjects for Facebook,  following its involvement in the Cambridge Analytica fiasco. Prior to the scandal, the social media giant has removed the access of third-party developers to personal information. This policy change reportedly led to the failure of Six4Three’s controversial paid app Pikinis, where users can find their Facebook friends’ swimsuit photos.

    Along with accusations of causing its financial ruin, Six4Three claimed that Facebook ‘weaponized’ its ability to access user data, sometimes without explicit consent, to earn billions of dollars. There was also a mass surveillance scheme, details of which were redacted from the latest filings per Facebook’s request. These documents, such as email correspondence among senior executives, contain confidential business matters and were sealed from public view until further notice. 

    Facebook has continued to deny the purported claims, filing a motion to have the case dismissed by invoking the free speech defense under the law in California. Six4Three, on the other hand, is trying to stop the social media giant from getting the case thrown out. As the legal battle wages on, Facebook still faces continued scrutiny over its users’ paranoia on weak data privacy and protection controls.

  • 5 Ways to Use FoMO in Your Online Marketing Strategy

    5 Ways to Use FoMO in Your Online Marketing Strategy

    It’s human nature to want to be “connected” or “in the know.” In the past, not knowing where new water and food sources are could result in death. The situation now isn’t as dire as it was before, but the Fear of Missing Out (FOMO) is causing people to become afraid of missing out on the latest trends, products, and ideas.

    Why FoMO Works as a Marketing Strategy

    While FoMO was only included in the Oxford dictionary in 2013, the idea has been around for a long time. Every generation, from Baby Boomers to Gen Xers, has always had the desire to be in the loop, but it could be argued that the rise of social media has taken this fear to new levels. According to a MyLife research, 56 percent of social media users are afraid that if they’re not active, they’ll miss out on the latest news, upgrades, events, and status updates.

    Marketers can, and have been, leveraging this fear and incorporating it into their strategies. This makes particular sense considering that studies have shown that 69% of millennials experience FoMO and more than half have made reactive purchases because of it. In short, these consumers have bought something just because they’re afraid of missing out.

    5 Ways to Use FoMO in Your Online Marketing Strategy

    Knowing how to utilize FoMO is an effective tactic for marketing your product or service. Luckily, there are several tried and tested techniques that can create a FoMO effect. Here are five examples:

    1. Have Flash Sales

    The flash sale is a very common FoMO marketing campaign. The idea of limited stocks and/or a limited time period naturally creates a sense of urgency. It also creates the feeling of scarcity when it comes to products. This leads to a major boost in conversions, as seen during Black Friday sales, end of season sales or anniversary offers.

    2. Organize Limited-Time Events

    Event organizers have also taken advantage of FoMO by limiting the number of seats or participants allowed in specific events. Some even offer exclusive seats and bank on the idea of a limited special offer to push people to purchase tickets. While this has been proven effective in music shows or conferences, a lot of businesses are now incorporating this idea to drum up excitement and interest in their podcasts or marketing webinars.

    3. Introduce Loyalty Reward Programs

    Loyalty programs are another sure-fire way to ensure long-term customer retention. By giving customers timely rewards and the odd special prizes, companies create a FoMo effect among those who are not customers or loyal members yet. This fear of missing out on special gifts and freebies will result in more people joining a company’s loyalty program scheme.

    4. Promote User Experience

    Letting your users or customers help is another good FoMO strategy. Some companies utilize user-generated content (UGC) to let site visitors and potential customers see and experience how “real people” use their products and services. This, in turn, leads to others wanting to experience and share their experiences too. Examples of these are marketing campaigns where consumers submit their photos or use certain hashtags.

    5. Give Rewards to Early Purchasers

    Giving away free products is undoubtedly a great way to attract customers. But you can make it even more compelling by limiting the freebies you give away. This is why some brick-and-mortar stores only offer a special discount or give a free gift to the first 200 customers. This then forces thousands of people to line up for the product.

    The fear of missing out runs deep in most consumers. However, the desire for instant gratification and the popularity of social media has given this fear an added dimension. No matter how you decide to use FoMO, you should incorporate it in some of your marketing campaigns in order to generate more sales and keep your brand relevant.

  • 7 Tips for Growing Your Following on Instagram With Hashtags

    7 Tips for Growing Your Following on Instagram With Hashtags

    With about 500 million daily active users on its platform, Instagram has become one of the indispensable marketing tools for small business owners. However, organic reach is increasingly difficult to achieve with the platform’s algorithmic-based feed. So, how do you compete against louder, bigger brands and deliver content to your target audience? The answer:  use effective hashtags.  

    Aside from photos, hashtags are another key element to using Instagram. They organize content to make it more discoverable and spur engagement from a target audience. Instagram even launched a feature that allows users to follow hashtags in keeping up with the latest posts. By using the right tactics, hashtags can grow your following and expand your reach within the platform.

    1. Search for the Right Hashtags

    Begin with a quick search for niche-specific keywords on Instagram. Similar or related phrases often crop up as you type in the search box, so consider these as your potential hashtags. Find relevant tags that your target audience will likely search for. You can also use third-party tools to extract popular hashtags that competitors and social media influencers use frequently.  

    2. Use Location Tags to Build Local Awareness

    This strategy is a good way to connect with other community members and gain exposure. Users often enjoy supporting local businesses, so using community-oriented tags can drive engagement with your brand. Moreover, they are likely to discover upcoming events within the vicinity through Instagram.

    3. Match Hashtags With Relevant Photos

    Good images will reel in an audience, so make sure your photo goes well with your caption and hashtags. Search results on Instagram are displayed in a grid. Pay attention to the photos and their similarities to each other. Study how your image can stand out while remaining relevant to the keywords.

    4. Jump on the Bandwagon

    Another way can grow your audience is by using trending hashtags. Aligning your content with a trending topic or event, say a holiday, can improve discoverability and reach. Mark your calendar for upcoming events to prepare relevant content in advance.

    5. Change Up Your Hashtags

    You may feel satisfied with using the same hashtags in every post, especially if you discovered ones that users consistently engage with. There’s a chance, however, that they have already seen and ignored your content. Using other keywords, on the other hand, lets you reach other users who might’ve never heard of you before.

    6. Focus on Less Popular Tags

    Using hashtags with fewer posts can mean that there is less competition in capturing the users’ attention for your content. With specific, targeted keywords, you’re more likely to tap into your intended audience and improve visibility.

    7. Come Up With Creative Hashtags

    Having creative hashtags is another way to add personality and voice to your brand. People often notice cheeky and witty catchphrases that can spark lively discussions about the message. That’s why companies often concoct hashtags that contain brand names to give them a distinct edge and identity over competitors. Sometimes, it encourages sharing and engagement from your followers.

    Growing your Instagram following with hashtags shouldn’t stop there. To keep audience engagement and maintain your online presence, track and analyze the performance of your posts and take time to identify the most engaged hashtags. Follow the seven tips listed above, and watch your Instagram following grow.

  • Cambridge Analytica Announces Closure, Files for Bankruptcy

    Cambridge Analytica Announces Closure, Files for Bankruptcy

    Cambridge Analytica, the controversial firm embroiled in the mishandling of Facebook user data, has announced its shut down on Wednesday. Its British parent SCL Elections Ltd. will also be shuttered as the data analytics company reported a significant decline in business.  

    In a press release, Cambridge Analytica blamed negative media coverage for the data scandal. It lost suppliers and clients while facing mounting legal fees, prompting the company to file for insolvency in the UK and begin bankruptcy proceedings in the US. Moreover, the company stated that it will meet its obligations to its employees, such as severance terms and redundancy entitlements.   

    Cambridge Analytica denied allegations of wrongdoing in improperly obtaining Facebook user data. They insisted that efforts to clear the air were ignored as the company continues to be vilified for its data gathering activities, which is common for targeted online advertising.  

    “As a result, it has been determined that it is no longer viable to continue operating the business, which left Cambridge Analytica with no realistic alternative to placing the company into administration,” it wrote.

    The company, hired by President Donald Trump’s election campaign, has been accused of inappropriately harvesting data from 87 million Facebook users through a personality quiz. It was later revealed that the data was for targeted political advertising.

    Aside from hurting the shares and reputation of Facebook, the scandal also sparked multiple official investigations in the US and Europe. Politicians are likewise calling for stricter regulatory controls over tech companies as they continue to face scrutiny concerning broader data privacy issues.

    According to Britain’s data regulator, criminal and civil investigations on Cambridge Analytica will still continue and pursue “individuals and directors as appropriate” despite the firm’s closure. Questions remain about what happens to the company’s intellectual property, including data servers and history. However, regulators emphasized that the political firm is not allowed to delete its data repository after the shutdown.

    Established in 2013, the company positioned itself as a provider of consumer research, targeted advertising, and other data-related services to political and corporate clients. The company claimed that it could develop psychological profiles of consumers and voters to influence decisions more effectively than traditional advertising. And with Trump’s win in the 2016 US elections, Cambridge Analytica CEO Alexander Nix went on to successfully market his company’s services.

    After the data debacle, certain individuals involved with Cambridge Analytica, including Nix, have formed a new enterprise called Emerdata. However, details about its business plans remain undisclosed to date.

  • WhatsApp CEO Jan Koum Resigns from Facebook Over User Security and Privacy Issues

    WhatsApp CEO Jan Koum Resigns from Facebook Over User Security and Privacy Issues

    Today, WhatsApp co-founder and chief executive Jan Koum announced his resignation from the popular messaging app. He will also step down from Facebook’s board of directors, but his exact date of departure is undisclosed.

    In a Facebook post, Koum wrote that it’s time for him to depart from the company, adding that he will pursue hobbies but continue to support the company. He stated that he had already informed senior executives at Facebook and WhatsApp of his resignation plans. According to insiders, his absences from the company had become more frequent in recent months.

    Koum decided to leave after continued disagreements with Facebook over the messaging app’s privacy and encryption issues, according to sources privy to the matter. 

    When Koum and co-founder Brian Acton first developed WhatsApp, they vowed to protect user data and privacy. But Facebook appears to now threaten that promise. After buying Whatsapp for $19 billion in 2014, experts were wondering how the social media giant would earn revenue from its new investment. Given the founders’ resistance to allowing advertising or charging user fees, Facebook struggled to find ways to make money out of the encrypted service.

    But in 2016, WhatsApp seemingly compromised on its values when it announced that it would be sharing the personal data of its users with parent company Facebook. The move, however, gave Facebook a route for generating revenue from the app.

    Last year, WhatsApp built and tested free business tools for tapping and connecting with customers but plans to charge businesses to use certain future features. Facebook executives want to make the tools user-friendly, but doing so would likely mean that users would have their private messages intercepted, threatening the end-to-end encryption of the platform. 

    The constant tension and differences in approach took its toll on Koum and demoralized other WhatsApp employees. His decision to leave the company came prior to Facebook’s data privacy misstep with political firm Cambridge Analytica, according to internal sources. In the wake of the scandal, the social media giant’s privacy practices remain under scrutiny.   

    [Featured image via YouTube]

  • Steve Wozniak Bids Facebook Goodbye, Deactivates Account

    Steve Wozniak Bids Facebook Goodbye, Deactivates Account

    Apple co-founder Steve Wozniak announced that he has quit Facebook after deactivating his account on Sunday. He cited growing concern for the lack of privacy and security on the social media platform in the wake of its recent scandal.

    He hopes that his departure from Facebook will encourage others to follow suit and rethink how users share information on social media. Wozniak said that it was unethical for Internet companies to monitor and sell its users’ personal data.

    “If you post something and I click ‘Like,’ it’s sort of my inside feeling, I have a commonality with you, and maybe you will even see my ‘Like’ and know we are friends. You know what, it’s being sold to an advertiser. I’m sorry that’s not ethical,” he told USA Today on Monday.

    His concern wasn’t unwarranted. Cambridge Analytica, a London-based data firm, had improperly obtained access to data of about 87 million Facebook users without them knowing. The information was collected through a personality app that also had access to friends of those who answered the quiz. In response to the crisis, Facebook banned Cambridge Analytica and has suspended two other data firms.  

    Users have come to realize that personal data might not be as private as they think it is. In the case of Facebook, the social media giant earns from targeted advertising based on its users’ information. Tech companies have the responsibility to respect and protect the privacy of its users, Wozniak emphasized.

    On this note, the tech pioneer praised Apple for its privacy standards. “Apple makes its money off of good products, not off of you. As they say, with Facebook, you are the product,” Wozniak pointed out. And as the founder of Electronic Frontier Foundation, an advocacy group for digital rights, he also encouraged users to scrutinize what’s inside Facebook.  

    Wozniak pointed out that he’s willing to pay the price for privacy, but admitted that it might not be a viable solution. Moreover, he’s not hopeful for any swift changes after the Congressional hearings where Facebook founder Mark Zuckerberg is set to testify.

    “Facebook will come out and say, ‘Oh, we are going to do this little one extra thing to protect your privacy. But really, they are advertising you. You are the product with Facebook— and Google,” Wozniak dismissed.

    [Featured image via YouTube]

  • Snapchat Reverts to Chronological Stories for Some of its Users

    Snapchat Reverts to Chronological Stories for Some of its Users

    It appears Snapchat made a few changes to its redesign when some users noticed their friend’s Stories reverting to the chronological order. The algorithmically sorted feed, similar to Facebook and Instagram, has frustrated the app’s most loyal users since its launch.

    The new tweak shows the most recent Stories in reverse order, making it easier to keep track of your friends’ recent activities and know what’s relevant now. It’s more logical to browse with the old system since users aren’t exactly interested in something that happened hours ago.

    Despite the clamor for it, chronological feed prioritizes users who post often and can put your friends’ posts out of sight. You’re more likely to miss their content unlike for feeds driven by algorithms. Under the algorithmic ranking redesign, people you often interact with will be placed at the top of the feed.

    Before Snapchat took its cue from other platforms, algorithmic sorting has helped Instagram and Twitter boost their growth. When Snapchat rolled out its algorithm-driven redesign in the Q4 2017, its revenues improved and daily user count increased to 187 million from 178 million. In its bid to gain more users, the interface was tweaked to improve the experience and made more personalized.

    Snapchat’s redesign included the Discover page. It contains your subscriptions to celebrities and brands, as well as Stories you might be interested in based on your app activity. Because of its separation from the Stories section, there’s less clutter on your chronological feed.

    The algorithmic approach made it easier for casual users of the app to connect with close friends and see more relevant content without wading through acquaintances. But with the classic chronological feed, Snapchat’s most loyal and engaged users get to be updated right away.

    It’s unclear whether the update is for testing, part of a full-scale change, or completely something else. As of writing, Snap hasn’t commented on the reported change.

    [Featured image via Pixabay]

  • Facebook Users Would Have to Pay to Opt Out of Targeted Ads, Says COO Sheryl Sandberg

    Facebook Users Would Have to Pay to Opt Out of Targeted Ads, Says COO Sheryl Sandberg

    There’s an outstanding rumor that Facebook users would have to pay in order to keep using the service. While this rumor has been going on for years, it might soon find itself becoming a truth if Sheryl Sandberg’s recent interviews are to be believed.

    Facebook’s Chief Operating Officer is on a media blitz trying to do some damage control after the data breach that affected a staggering 87 million users. Facebook founder Mark Zuckerberg has already given interviews about the Cambridge Analytica fiasco and is set to testify before Congress next week.

    Sandberg recently appeared on NBC for a sit-down interview and was asked by Savannah Guthrie if Facebook could develop a tool, like an opt-out button, that allows users to specifically inform the company that they don’t want their personal profile information to be used for advertising.

    Sandberg said that while the social media giant has various forms of opt-out, they “don’t have an opt-out at the highest level. If the company would ever develop such a tool, it would likely be a paid product.

    However, there’s no concrete indication that Facebook has plans to roll out such a feature. But what makes Sandberg’s answer more interesting is how it more or less confirms what everyone knows—that the company’s revenue lies almost exclusively on keeping an eye on its account holder’s behavior and preferences. And if one were to take away that option, the only recourse for the company is to replace ad sales with subscriptions.

    Sandberg also emphasized that selling user data is not how Facebook generates revenue and that the company doesn’t give personal data to advertisers. But she also pointed out that people come to Facebook to do targeted ads which are crucial for small businesses.

    “We take those ads, we show them, and we don’t pass any individual information back to the advertiser,” Facebook’s COO said.  

    While Facebook does follow a supposedly “free” business model, the company still relies on advertisers to make it a free service. However, these advertisers do require something in exchange – the information that people share.

    This information is also becoming increasingly valuable if Facebook’s latest data on average revenue per user is to be believed. Based on the available data from Facebook, American or Canadian users are worth about $26.76 while account holders in Europe cost around $8.86.

    [Featured image via CNBC YouTube]

  • It’s Worse Than You Think, Facebook Exposes Millions More Users to Cambridge Analytica Data Breach

    It’s Worse Than You Think, Facebook Exposes Millions More Users to Cambridge Analytica Data Breach

    Just when you thought it couldn’t get any worse, Facebook revealed that Cambridge Analytica was able to access personal data of up to 87 million users. The figure was shockingly higher than the previous estimate of 50 million.

    The number was shared by the company’s chief technology officer, Mike Schroepfer, in a blog post. Schroepfer wrote that they “believe the Facebook information of up to 87 million people – mostly in the US – may have been improperly shared with Cambridge Analytica.”

    Last month the personal data of almost 50 million Facebook users were unethically shared with Cambridge Analytica, a data company that worked on President Donald Trump’s campaign.

    The huge discrepancy between the new figures and initial estimates was surprising, although Facebook’s head Mark Zuckerberg tried to downplay it a bit, saying that he’s confident the final tally of affected users will be lower than 87 million.

    Zuckerberg is expected to appear before Congress on April 11 to discuss how Facebook manages the personal data and privacy of its 2-billion strong social media platform. Facebook’s CEO was also invited to appear before a committee of the UK parliament but he declined and just sent a deputy.

    Facebook also posted another blog post stating that it had found and deleted almost 300 additional Instagram and Facebook accounts and pages with ties to the Internet Research Agency (IRA), a propaganda group working out of Russia.

    Schroepfer’s blog post also confirmed several privacy updates, like the scrapping of phone numbers and email addresses being used to search for people on the social network. The company believes that due to “the scale and sophistication” of activities they’ve uncovered, the feature made it possible for information found on their public profile to be scrapped.

    The blog also revealed that starting April 9, Facebook users will be able to check if their data was exposed to Cambridge Analytica. The disclosure on the data mining firm will reportedly appear at the top of users’ News Feed.

    [Image via YouTube]

  • Instagram Wants to Improve Your Mental Health, Creates New Wellbeing Team

    Instagram Wants to Improve Your Mental Health, Creates New Wellbeing Team

    Instagram is taking steps to help improve their users’ mental health with the creation of its new Wellbeing Team.

    Millions of people around the world use Instagram to visually share and document their lives. However, the unrealistic portrayal of how other people live has been proven to negatively affect how some users view their own life. This has led to anxiety, bullying, depression, a negative body image and other mental health problems.

    A survey released by the Royal Society for Public Health (RSPH) of Britain rated Instagram as the worst social media platform for a person’s wellbeing and mental health. The result of the survey seems to have an impact on the company and Instagram has created a Wellbeing Team tasked to combat the negative feelings and insecurity using the app engenders.

    According to Instagram’s head of fashion partnerships Eva Chen, the company is focusing wholly on the community’s wellbeing.

    “Making the community a safer place, a place where people feel good, is a huge priority for Instagram,” Chen said. She also emphasized that its users’ wellbeing is one of the company’s top priorities.

    The company is said to have “reassessed priorities” last year and has started rolling out new features that help make the platform a more positive space. The company has introduced content moderation tools that automatically hide inappropriate comments. The feature also gives users the capability to personalize filters so that any comments they might be offended by are deleted.

    Facebook’s sister company has also created teams that check reports sent in by people who believe that a particular user might require mental health assistance. Instagram would then give the user access to groups that can help with their situation.

    However, there’s no concrete detail on the exact tasks of the Wellbeing Team and how it will operate. What is certain though is that Ameet Ranadive, former VP of Twitter’s revenue product, is part of the team. He has been tapped to be the group’s director of product and is tasked to “prevent spam, abuse and harassment” on the platform.

  • Facebook to Cut Off Third-Party Data for Targeted Ads

    Facebook to Cut Off Third-Party Data for Targeted Ads

    In the midst of the fallout of the Cambridge Analytica scandal, Facebook recently announced that it will put an end to its Partner Categories program. The move effectively cuts off third-party access to the social media giant’s data.

    Facebook utilizes data from third-party data collectors to augment its own data pool for ad targeting. The company also allowed advertisers to target consumers using data collated from several sources, including Facebook, the advertiser itself and third-party services like Acxiom and Experian.

    Third-party data has been useful to companies and advertisers that do not have their own customer data. However, the Cambridge Analytica affair proved that Facebook has very little control over how these data collectors get their data, which makes using it is quite risky.

    In a truncated statement attributed to Facebook’s product marketing director Graham Mudd, the company wanted to inform advertisers of its move to shut down Partner Categories, a feature that allows third-party data providers to offer their targeting straight on Facebook. And while the company says it’s a common practice in the industry, they believe this step “will help improve people’s privacy on Facebook.”

    The Partner Categories program started in 2013. It was borne by a partnership between the social media platform and big data brokers.

    At the time of the program’s launch, the company assured its users that they’re very serious about privacy. But in light of what happened with Cambridge Analytica, it seems Facebook is re-evaluating its stance. Aside from the announcement about third-party access, the company has also updated its privacy control settings.

    The move to restrict access to user data stems from Mark Zuckerberg’s promise last week. Facebook’s founder said in a post that the company has “a responsibility to protect your data, and if we can’t then we don’t deserve to serve you. I’ve been working to understand exactly what happened and how to make sure this doesn’t happen again.”

    [Featured image via YouTube]

  • Instagram Launches Shoppable Posts in 8 New Countries

    Instagram Launches Shoppable Posts in 8 New Countries

    Instagram is planning to increase its share in the eCommerce segment by expanding its shopping feature abroad. Previously available only in the US, the Facebook-owned photo and video sharing app now allows shoppable posts for businesses located in an additional eight countries.

    Instagram is expanding its shopping feature to other countries such as Australia, Brazil, Canada, Italy, France, Germany, Spain, and the United Kingdom. The feature was first tested in November of 2016 before it was introduced to US users of the app last year.

    Shoppable organic posts allow businesses to add eCommerce links to their social media posts. This makes it easier for brands to drive additional traffic to their eCommerce sites.

    The shopping feature acts as a shop window that allows users to explore products. Tapping on a post will display the product’s price as well as a link which brings Instagram users to the product page within the platform. The post shows additional product details as well as similar products and other items being offered by the brand. If the user is interested, they can then click on the “Shop Now” button which redirects them to the actual eCommerce site of the brand.

    The shopping feature’s international expansion can add more revenue to the app and increase the company’s share in the global eCommerce segment. Instagram noted an increase in eCommerce activity on the platform with more than 200 million users visiting at least one Instagram business profile daily. The feature was designed to entice users who love to shop as it noted that about half of its US-based active users follow a shopping business account.

    Given the feature’s popularity among Instagram users, many online stores could see a significant boost to their bottom line by adding it to their marketing strategy. According to Lulus Vice President of Marketing Noelle Sandler, their website traffic from the platform increased by 44 percent since shoppable organic posts were introduced last year.

    [Featured image via Pixabay]