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Latest digital marketing news
It’s another Facebook fortnight in our newest digital marketing news roundup. Find out about its newest Q4 stats, Sports Stadium hub, the upcoming rollout of Reactions and live streaming.
You can also listen to our team discuss the news in our podcast:
Another quarter, another huge three months for Facebook.
In its latest earnings report, Facebook announced it has grown from 1.55 billion to 1.59 billion active users per month, of which 88% are on mobile. This may not sound significant, but The Next Web calculated this means Facebook “added 40 million more mobile users per day since November”
Facebook also confirmed that there are:
Video on Facebook continues to be hungrily consumed, with 500 million people and 100 million hours of video being watched by users on Facebook every day.
Image source: https://www.facebook.com/zuck
Just a couple of days after the Q4 update, Facebook announced that its live streaming functionality will be rolling out publicly to all iOS users in the US following successful tests within its Facebook Mentions app. This feature will enable it to compete with Twitter’s own live-streaming app, Periscope, and increase the millions of people engaging with video on Facebook every day.
Want to know more about the power of live streaming and the impact it can have on your business? Keep an eye out for our upcoming eBook that will explain all the basics on Periscope, Meerkat and Facebook Live.
Following the announcement of tests in Ireland, Spain and other countries across the world since October, Facebook has announced that ‘Reactions’ will be rolling out worldwide in the coming weeks (unfortunately no exact dates were mentioned for UK or Australia based users). Reactions are described as alternatives to the Facebook ‘like’ when a different emotion is appropriate to the status, news or opinion.
Facebook has decided to roll out five of the initial six Reactions: angry, sad, wow, haha and love. The other original Reaction – yay – was removed as an option during the testing, as it was deemed to be not globally understood.
The opportunities for Facebook to use these reactions to understand what is popular within each individual user’s News Feed are huge. As Bloomberg mentions:
“This update may seem trivial. All it’s doing is increasing the number of clickable responses. People already comment on posts with emojis or, in some cases, actual words. But the feature will probably make Facebook even more addictive. And it will certainly give Facebook a lot more information to throw into the News Feed algorithm, thereby making the content more relevant to users—and, of course, to advertisers.”
Reactions will be accessed by holding down the Like button and selecting an animated reaction. As displayed in the post below, these will be displayed under a status alongside the like icon.
Users have been requesting an alternative to the like button for years (commonly, a dislike button). However, Facebook felt it would be used too negatively and drive users away from using the app.
You can find out more in Bloomberg’s in-depth feature.
Find out what the Fresh Egg team has to say about the new Facebook statistics, Reactions and living streaming in our digital marketing podcasts. Subscribe to our iTunes Podcast or follow us on SoundCloud to hear this every other week.
With the internet full of articles proclaiming the death of Twitter, Facebook has decided to start using its own platform to capitalise on what Twitter is most known for: real-time information and opinion during major events. Sports Stadium is a hub of real-time scores, expert opinion, rolling commentary from your friends, and game information (for example, what channel you can watch the game on).
Image source: newsroom.fb.com/news/2016/01/facebook-sports-stadium
Facebook described Sports Stadium as a: “second-screen experience that we hope makes watching the broadcast even better”.
Right now, this feature is only available on iOS devices for American football games, but Facebook has said it will support other sports, such as football and basketball, “soon”.
TechCrunch mused that not only could Sports Stadium be a first-screen for those on-the-go and the younger users without cable (such as Sky Sports or BT Sport), but it could easily attract advertisers:
“If Facebook wins sports chatter, it will surely attract the advertisers too. It’s easy to imagine sponsorships or ads within Stadium, just like its real-world equivalents. Advertisers love the idea of reaching a huge audience simultaneously — owning a moment. Stadium centralizes attention to offer that.”
You can find more on Facebook’s official release here.
Google is running an experimental feature in the USA to provide voters with up-to-date information on the American presidential race. It is letting candidates post their own content directly to the search results in a carousel design.
Image source: googleblog.blogspot.co.uk/2016/01/republican-debate-presidential-politics.html
The content is similar to that you would expect in a Twitter timeline. This move is further evidence of Google directly publishing information in its search results, aligning themselves with the user need of information as quickly as possible and perhaps importantly, preventing the need for users to use other platforms to find that information?
However, the test has not worked following the first debate, as only one candidate is making use of the functionality so far.
In further evidence of letting users complete their actions within search results, Google is also testing the ability for Android users to install apps directly from their search results.
This means users will not have to go to the extra step to visit the Google Play store, indicating the importance of apps as a way for businesses to capture and interact with potential customers.
You can find our previous digital marketing news roundup here for more recent news and analysis.
Find out more about what’s been going on in the world of digital marketing. Take a look at our pick of the best news stories on the web this fortnight.
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