COMING AT YOU THE WEEK OF 9.27.22
This week’s most important Marketing News
The update began rolling out on September 20th and will take a few weeks to complete. As the name suggests, these updates affect review-based content.
Google has said that the “focus overall is on providing users with content that provides insightful analysis and original research, content written by experts or enthusiasts who know the topic well.”
S O C I A L M E D I A
TIKTOK INCREASES VIDEO DESCRIPTION LENGTH AS PART OF PLAN TO BE THE NEW GOOGLE
Ok so maybe that is a little click-baity. But in their announcement to increase the description length from 300 to 2200 characters, TikTok pointed out that it will help creators be more searchable on the app.
And, TikTok’s search potential has been a hot topic lately. Google’s VP recently said, “In our studies, something like almost 40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search. They go to TikTok or Instagram.”
Instagram stories have been breaking up clips into 15-second segments, which is annoying as all get out. They’ve finally seen the light and will stop doing that.
Facebook knows a lot of us create Reels off their platform. So their new Reels API “will enable 3rd party platforms to directly enable a ‘share to reels’ feature, removing friction for users previously using 3rd party platforms and then uploading at a later time to Facebook.”
A D V E R T I S I N G
FACEBOOK INTRODUCES A NEW AD TYPE FOR FOOD DELIVERY
They’re called Collaborative Ads local delivery. The ads can be purchased by local businesses and consumer packaged goods brands. The ads are placed by options for people to order the products being advertised through a local delivery service.
Walmart Connect launched Innovation Partners, a program that helps advertisers test out different formats and channels. Their list of Innovative Partners include: TikTok, Snap Inc, Roku, TalkShopLive, and Firework.
Remind me what Walmart Connect is. At its heart, Walmart Connect allows advertisers to reach Walmart’s site traffic, shoppers at their physical stores, and their app users. BUT they also started selling ad space on third party sites. And THEN, with that new announcement, you can buy TikTok, Snap, and other ads through Walmart Connect now.
Does Walmart Connect have anything to do with Walmart Marketplace? Walmart Marketplace allows companies to sell their own products on Walmart.com, like how companies can sell their products on Amazon.
They’ve gotten a ton of companies to join their marketplace, which puts a lot of products on their site and has brought more and more people to Walmart.com. Their move to sell ads through Walmart Connect seems to have been influenced by that ever increasing site and app traffic.
G E N E R A L M A R K E T I N G
YOU CAN’T INCENTIVIZE PEOPLE TO CHANGE OR REMOVE THEIR NEGATIVE REVIEWS
The Google Maps reviews guidelines updated their list of “fake engagements” that Google does not allow. It includes “content that has been incentivized by a business in exchange for discounts, free goods and/or services.” And now, they clarify that incentivizing the removal or change of a negative review falls into that category.
Search Engine Journal declares this guide not-definitive because their sample of sites was small, 51. And they were all in the pharmaceutical industry. That said, the findings are still intriguing. There’s a clear pattern of which tools report the most keywords. But ultimately, this data dive serves as a reminder that you’re missing out on keyword data if you only use one tool.
Hubspot knows how to give us helpful resources like this one.
The role of content metrics on Google’s algorithm is debated often. This resource pulls a bunch of the info on the topic into one spot.
☸️ THE BUDDHIST MASTER THICH NHAT HANH ON SUFFERING, HOPE AND GOOD BUSINESS — Plum Village