Ten Things You Need to Know—02/03/18
by Digital Europe
Posted on 03-02-2018
- The Adobe 2018 Digital Trends Survey: Hot off the digital presses is this year’s instalment of Adobe’s annual look at digital trends within the marketing industry, packed with insights about how the profession continues to evolve and adapt to take advantage of the opportunities afforded by developments in digital. You can read some analysis of the findings in this post by Triet Huynh, or this one by John Watton, or indeed, click the link at the top and download the full report for yourself. Consider that the report has found that organisations that employ tools that allow for streamlined workflows between creative and content marketers and web teams are 62 percent more likely to have exceeded their business goals— some food for thought for those businesses yet to fully embrace the potential of digital systems to support creative marketing outputs.
- Making FB Ad Metrics Clearer (Again): Another update to Facebook’s reporting metrics, mainly making EVEN CLEARER the numbers they’re reporting to you, and getting rid of some metrics that no one likes or understands (‘social reach,’ for example).
- Facebook Offers ‘Improved Insights’: Actually not an improvement at all, simply a correction. As of the now, organic reach will be calculated in the same way as paid reach, that is, based on onscreen viewed time rather than just delivery into Newsfeed. What this staggeringly tedious piece of technical tweaking means, in practice, is that your organic reach numbers might look a little down from now on—don’t worry, though, it’s not that you’re doing anything wrong, it’s simply a more accurate reflection of the fact that ORGANIC IS DEAD AND IT’S NOT COMING BACK, stop bothering its grave, my pretty’s.
- New Group Features!: You will, I don’t doubt, recall that it is ALL ABOUT COMMUNITIES nowadays. To that end, this is a suite of additional features being rolled out to Group admins designed to make them work better. This is all very useful stuff, including the ability for admins to make Group-wide announcements, better-organised admin tools, and the ability to give your Group its very own colour scheme! Exciting times, you’ll surely agree.
- Twitter Clamps Down On Automation and Multi-Posting: This update to Twitter is designed to go some small way to stamping out bot networks, which amplify content by posting the same stuff from multiple accounts. As of the now, Twitter’s API won’t let content be posted simultaneously to multiple accounts owned by the same user. This is mainly for developers, alerting to stuff they will no longer be able to get their apps to do with the platform, but it’s worth knowing. Not, of course, that you are doing any of this stuff. Definitely not.
- Instagram Adds Collection Ads: These have been around on Facebook for a while. Basically it’s an eCommerce offering allowing for product browsing and purchase within the platform. That’s it! Almost certainly not quite arrived in the UK yet, but why not make your ad sales rep’s life a small hell by asking them daily when they’ll be here (they probably deserve it)?
- Rights Manager Comes To Insta: This is the service enabling content creators to monitor for unscrupulous content bandits (GREAT band name, by the way) who are ripping off their HIGH-QUALITY VIDEO CONTENT. You activate it through Facebook, but Pages can now tag video content for the platforms to watch out for on Instagram, as well as just on FB.
Snapchat Brings Analytics To Stories: Not to everyone’s stories, just, y’know, some INFLUENCERS. Still, a useful-if-late addition, which will enable creators to see who is watching their stuff. The numbers are useful, but far more attractive are the demographic signals, such as age and gender and BRAND AFFINITY, which might perhaps make doing influencer work on Snap ever so slightly less of a case of just throwing money at someone and hoping.
Stories Come To The Web: And lo, it came to pass that the Stories format did become ubiquitous, and that the people forgot how to read or indeed conceive of concepts that couldn’t be broken down into tappable segments. This is BIG NEWS (ish)—Google announced that it’s created a Stories (think Snapchat, think Insta) format for its AMP platform (the thing that lets webpages load superfast from Google). It means you really have no excuse for not thinking of every single thing you produce in terms of a series of cards. There’s a real point here about how this format isn’t going anywhere, and how you might as well learn how to create in this style, so, you know, TRY. Oh, and while we’re doing AMP stuff, it’s being integrated into Email too — this is probably only really of interest to a small subset of you, but if you fancy building stuff which lets you integrate fancy functionality into your email campaigns then this is worth knowing about too.
Bad News: You might have heard about this: developed by Dutch organisation DROG, Bad News is a ‘game’ in which you can enjoy the illicit and evil thrill of spreading FAKE NEWS and disinformation to manipulate people and, eventually, THE WORLD! It’s very light on actual ‘game’ elements—it’s effectively a linear narrative that plays out with some light personalisation options—but I like the style of it, the aesthetic’s pleasingly Teletext‑y, and it does a reasonable, if necessarily simplistic, job of demonstrating how disinformation functions online.
Topics: Digital Transformation, advertising and marketing, social media, technology, Trends, UK, UK Exclusive, Digital EMEA