[Ep105] - Instagram’s Ranking Algorithm Will Reward Original Content

#TWIMshow - This Week in Marketing

1. Web.com Launches eCommerce Platform - Web.com has released a new eCommerce platform that combines a simple drag-and-drop interface with advanced SEO and eCommerce automation. The Web.com eCommerce platform enables SMBs to compete online with the same level of automation as larger companies while maintaining the agility of a smaller company.

The new platform is an end-to-end eCommerce management platform, not merely a store builder. Features include:

• Inventory management
• SEO is baked into the solution
• Marketplace integration
• Shipping integration
• Dropshipping management
• Purchase order management
• Shipping management

Read the Official Announcement here.

2. SpamBrain: Google’s 2021 Web Spam Report - Google has released its annual webspam report, and in it, the company has given its machine learning-based spam detection systems the name SpamBrain. SpamBrain is a new name, but the technology behind it, artificial intelligence (AI), is not.

Google credits SpamBrain for catching around six times more spam sites in 2021 than it did in 2020, reducing hacked spam by 70% and nonsense spam on hosted platforms by 75%.

So now we'll see advertising from SEOs promoting SpamBrain optimization?

Source: https://developers.google.com/search/blog/2022/04/webspam-report-2021?hl=en

3. YouTube Will Highlight Top Shorts clips in the 'Trending' Tab - YouTube has added a new Shorts shelf display to the Trending page, which will highlight the best-performing Shorts video in your region at any given time.

It'll also help you research and understand what your target market is watching on Shorts. Given the option's growing popularity (Shorts clips have already topped 5 trillion total views), it could be a good way to stay on top of things and establish your own Shorts strategy in the app.

In addition, YouTube is introducing new Shorts tabs for desktop, tablet, and browser, which will give consumers more opportunities to interact with Shorts clips. Until now, only the mobile app had a dedicated Shorts section, and now YouTube is integrating Shorts into all forms of the app.

YouTube’s new Shorts shelf in Trending is rolling out to users in the US, the UK, Canada, Australia, Brazil, Germany, India, France, Indonesia, and MENA, with more regions to follow.

Source: https://youtu.be/5wEAe5xZSkc

4. Microsoft Advertising Extends RSA Migration Deadline - If you are a Microsoft Search Advertiser who has still not migrated from Expanded Text Ads (ETA’s) to Responsive Search Ads (RSA’s), then you can take a breather. The migration deadline date has been extended from June 30 to August 29 by Microsoft Advertising.

If you need help, Microsoft is offering additional help with an RSA course available anytime and a virtual automation bootcamp on May 10-12.

5. Snapchat Q1’22 Results: 13 Million More Users in Q1 & Revenue Increase - Snapchat has released its first-quarter financial report for 2022, revealing continuous improvements in both users and revenue as the platform continues to carve out a position for itself in the social media market.

To begin with, in Q1 2022, Snap added 13 million new daily active users, bringing the total to 332 million. The 'Rest of the World' category has accounted for the great bulk of that growth. India particularly continues to experience strong Snap adoption as mobile use rises in the country.

In terms of revenue, Snapchat witnessed a 38 percent rise year over year, with $1.06 billion in revenue for the quarter.

Snap's Dynamic Ads, which allow advertisers to upload their product catalog and have Snap's system match users with the most relevant product and ad formats depending on user interests, were a big revenue highlight for the quarter. As more businesses upload their product catalogs to the platform, Snap claims that revenue from Dynamic Ads has more than tripled year over year.

6. TikTok Launches 'Interactive Add-Ons' - TikTok is introducing new 'Interactive Add-Ons,' which give a variety of engagement features that inspire consumers to take action on your ad by welcoming them into the experience.

There are two different types of Interactive Add-Ons, Standard and Premium, which do not relate to ad spend tiers, but your specific goals.

Per TikTok, “Standard add-ons offer a way to reach lower-funnel marketing goals, like driving clicks and conversions. Premium add-ons offer a way to reach upper-funnel goals, like brand awareness and community building. Both offer you a unique chance to capture people's attention in a format that resonates with them.”

You can learn more about TikTok’s new Interactive Add-On ads here.

7. Create Fundraisers Directly in Instagram Reels - Reels fundraisers are available from April 19, 2022, in 30 countries As explained by Meta: “Available today in more than 30 countries, you can donate and create fundraisers directly in Instagram Reels for more than 1.5 million nonprofits. As always, we cover the donation processing fees, so all the money raised using Fundraisers on Instagram goes directly to the organization.”

In the Reels creation process, users will be able to add funding details, with fundraiser links remaining valid for 30 days.

The feature adds to Instagram's long-standing attempt to increase user participation in fundraising activities, which has accelerated in light of the pandemic.

In 2020, Instagram introduced personal fundraisers and Instagram Live fundraisers, as well as the ability for users to organize and share charitable fundraisers directly from their Instagram feed. Instagram also offered group fundraisers as a way to assist raise awareness for user-supported charities last year.

Source: https://about.fb.com/news/2022/04/make-an-impact-for-earth-day/

8. Meta Releases 'Community for Brands Playbook' - Meta has released a new guide to help brands make the most of online communities. The guide, which is mostly focused on Facebook groups, but includes a variety of considerations and ideas that will help with any community-based endeavor, is available here.

The 39-page playbook is divided into six sections, each of which examines how to develop a community, essential resources for community building, Meta tools that can help, and case studies that show how certain brands have already found success with these methods.

You can download Meta’s full ‘Community for Brands’ playbook here.

9. Instagram’s Ranking Algorithm Will Reward Original Content - To reduce the dominance of aggregator sites and give more credit to original creators, Instagram chief Adam Mosseri has ...