“An algorithm-driven content feed. A souped-up search engine. Group chatting. These appear to be among Twitter’s priorities to make its service more relevant and easier to use, an issue that has plagued the company ever since its IPO last year.”
PNConnect Insight – Unlike other changes Twitter has made recently, this one has caused a serious amount of backlash, especially among power users. Brand publishers may face a situation similar to what they find on Facebook, where posts either take off because higher engagement means higher visibility or die because they’re not showing up in people’s Timelines. While the impact this may have can only be speculated on at this time the change would be a fundamental rethinking of what Twitter is and have implications for how breaking news is covered and shared and just about everything else.
“The online review site Yelp can lower or raise the rating of a business depending on whether it advertises with the company, a federal appeals court ruled in a lawsuit filed by small businesses claiming Yelp used the tactic to try to extort ads from them. Yelp has denied doing that, saying it uses an automated system to cull reviews that determine ratings.”
PNConnect Insight – This ruling may seem to have been in Yelp’s favor, but they should be careful what they wish for. Reserving the right to improve the ratings of businesses that advertise with them may make their advertisers happy, but it may well come at the cost of Yelp’s credibility with its audience. This seems like a big mistake on Yelp’s part that could signal a possible decline in its influence.
“Among US marketing professionals surveyed, four in five cited social sharing as a distribution channel used for content marketing. This was the second-highest percentage of respondents, trailing companies’ own websites.”
PNConnect Insight – At this point the conversation needs to be one where it’s asked why *wouldn’t* marketers share content on social networks. There are legitimate reasons not to, but we’re in a period where it’s much more common to make social a key content distribution area than to not.
“Now, Facebook is adding a pair of YouTube-like features. In an update that will start rolling out this week, Facebook users will be able to see how many views a video on Facebook has received, something that’s been part of YouTube’s service for years. On Facebook, view counts will be shown on public videos to help people discover new, popular videos. Another feature, which Facebook is currently testing on mobile, displays related videos after users finish watched a clip (also a longstanding YouTube capability).”
PNConnect Insight – Facebook continues to make a play for being publisher’s default video outlet, adding metrics and features to the player. There are also reports that native videos perform better in the News Feed, reaching more people than embedded YouTube videos, which may partly be because the two types are displayed so differently. Auto-play videos are certainly a big reason why the number of views are so high. Whatever your current video distribution strategy, it’s worth evaluating if and how Facebook could be a part of that.
“Twitpic will be shutting down September 25th. You will be able to export all your photos and videos. We’ll let everyone know when this feature is live in the next few days. This is an unexpected and hard announcement for us to make and we want to lay out what led us to this decision. A few weeks ago Twitter contacted our legal demanding that we abandon our trademark application or risk losing access to their API. This came as a shock to us since Twitpic has been around since early 2008, and our trademark application has been in the USPTO since 2009.”
PNConnect Insight – The necessity of third-party photo hosting services has diminished since Twitter introduced native uploads. But It’s always disappointing when a tool that provided a decent alternative to the default shuts down. While the public story has been about trademark enforcement it’s likely Twitpic was also just seeing other issues because it was an alternative and not the default that may have played into this as well.
“EA Sports: It’s in the meme. To promote its flagship Madden football game, EA Sports is trying out a new Google advertising program that allows the game maker to quickly create gif ads and customize the message based on what is happening on the field.”
PNConnect Insight – Instant gif creation is the hot thing right now, attracting the attention of MTV, Tumblr and countless others. But this might be the first time it’s been part of an advertising purchase. If you went online during any of the weekend’s NFL games you may have seen them and they looked exactly like highly-produced advertising graphics should look.
“In our test, an entire purchase can be completed in just a few taps. After tapping the “Buy” button, you will get additional product details and be prompted to enter your shipping and payment information. Once that’s entered and confirmed, your order information is sent to the merchant for delivery.”
PNConnect Insight – This has been rumored for a long while and the implementation seems to aim for being as seamless a process as possible, never taking the user out of the mobile Twitter experience. But what remains to be seen is whether or not people are actually interested in buying while they’re reading missives from their friends, celebrities and others.
“When it comes to paid advertising on social platforms, YouTube is the clear winner in introducing new products and helping consumers make their purchasing decisions, according to a new study Aol Platforms released today.”
PNConnect Insight – Essentially what the study says is that YouTube plays a crucial role as the deciding point at all stages of the research and decision-making process. So it may come it at multiple points in that process and be the factor that ultimately leads to the final conversion, even if other platforms have played roles at different times.
“Apple debuted two new iPhones and a smartwatch on Tuesday to a level of media fanfare only Apple could generate. But the true media news may be that the iPhones’ larger screen sizes stand to help publishers better weather the transition to mobile, where advertising rates have been inherently lower than on desktops.”
PNConnect Insight – Larger screens mean more space for ads. While small screens have caused mobile ads to be extremely distracting and “more disruptive than TV commercials,” the new iPhone screens allow for slightly more subtle advertisements.