Facebook Launches Instant Articles, LinkedIn's Pulse Adds Analytics and Adwords Updates - Digital Marketing News
In this fortnight’s digital marketing news, we talk about Facebook launching Instant Articles, LinkedIn's Pulse adding analytics, Tweetdeck adding safeguards against accidental tweeting and Adwords updates.
Facebook launches Instant Articles
As social media becomes the largest referring traffic source for many news and media websites, and as Facebook’s lack of speed between the News Feed and mobile-browsers continues to frustrate users, Facebook has now offered to host content natively within the Facebook app in a format called Instant Articles.
Some of the first media partners to be involved include The New York Times, Buzzfeed, National Geographic and The BBC. The Times justified its move with the following explanation:
"There is an engaged and growing audience on Facebook for The Times, and our goal in participating in Instant Articles is to improve that audience’s experience with our journalism on the global Facebook platform, deepen their engagement with The Times and ultimately develop a more seamless way to convert them into subscribers. Moving forward, we plan to experiment with how much content we provide and what kinds of articles we will feature."
The articles are stunningly designed for mobile, with large images that you can move by tilting your phone, autoplay video, interactive maps and the option to have audio captions from the author while you read the story.
In order to sweeten the deal, Facebook has offered brands 100% of the ad revenue if they sell the article’s ad space or, if sold through Facebook’s own network, 70% of the revenue. All of the Instant Articles are customisable to each of the partner brands, with the font, logo and more. There are no restrictions on exclusivity and the content can be repurposed elsewhere, should that be what the brands choose. Currently these articles are only available through the Facebook iOS app. You can see more information on Instant Articles here.
The importance of mobile has become very clear for Facebook, with The Guardian reporting:
Introducing Instant Articles, a new tool for publishers to create fast, interactive articles on Facebook.Posted by Facebook Media on Tuesday, May 12, 2015
LinkedIn’s Pulse adds analytics
LinkedIn’s publishing platform just keeps on growing, most recently with the arrival of viewing statistics, demographics, sharing numbers and "who's viewed” information to Pulse posts.
The new analytics can be found next to the edit post button under your profile picture and description.
You can find more information on this Pulse article here:
TweetDeck adds safeguards against accidental tweeting
A small, but very handy function for us all.
The annual AdWords livestream took place on Tuesday 5 May 2015, with Google announcing many new features to the Biddable world. We have summarised these below.
Automotive Ads – With more than 50% of automotive searches occurring on mobile, Google has announced a new carousel
Hotel Ads – The new desktop and mobile formats are now rolling out globally for advertisers; and within the search results page they will look like this:
Announcements from last year’s AdWords live-stream have only started rolling out into accounts in the past week, for example the new visual Report Editor:
Other reports from the livestream include Google announcing that mobile searches had overtaken desktop in 10 countries.
“We’ve hit an inflection point where more Google searches are taking place more in mobile than desktop in 10 countries, including the US and Japan,” said Jerry Dischler, Vice President of Product Management for AdWords, “We think it’s a real turning point in digital adverting.
“The purchase funnel is officially dead. It’s being replaced by short bursts of activity that we’ve been referring to as micro-moments”.
Hints, tips and rumours
• Google: User Experience As A Ranking Signal Is Currently Only For Mobile Results, Not Desktop Results
• Facebook is bringing carousel ads to its mobile install links
• Interview with Pinterest’s CEO, Evan Sharp
• Periscope Decouples From Twitter To Let New Users Sign Up With A Phone Number
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