Fresh Egg Round Up

Google Roll-outs ‘mobile-friendly’ Tags Worldwide, Instagram Overtakes Twitter, YouTube Rewinds and More

In this fortnight’s digital marketing news, we take a look at Google's 'mobile-friendly' tag going global, Instagram becoming bigger than Twitter, YouTube's year-in-review video and a number of new tools and updates from Facebook.

Google’s 'mobile-friendly' tag goes global

A few weeks ago we talked about Google releasing the ‘mobile-friendly’ tag in mobile SERPs, and as of yesterday this update has been rolled-out internationally. There are reports from Barry Schwartz that the tag has been seen working in Japanese, Brazilian, Portuguese, Polish and Arabian SERPs. The image below is an example of a mobile SERP in Japan:

Mobile-Friendly tag in Japanese SERPs
Image source: John Mueller on Google+

Google has announced that the tag will be accessible in many languages and will work across all localised versions of Google mobile search. It’s likely that this update will be fully in place within the next few days. The mobile-friendly tag shows how Google may not be far from introducing more mobile ranking factors, further emphasising the importance of having a mobile-friendly site.

You can read more about Google's spotlight on mobile-friendly sites in this post by Michelle Wilding, one of our inbound marketing managers.

Instagram has more monthly users than Twitter

According to Instagram’s CEO, Kevin Systrom, and described in his latest blog post, Instagram now has a bigger user base than Twitter. With over 300 million active users compared with Twitter’s 284 million (although nowhere near to Facebook’s 1.2 billion), Instagram is also growing at a faster rate than Twitter, doubling its active monthly users since last autumn.

Aside from the numbers, Systrom also mentions a refocus on the tackling of spam accounts, which is something the social network has had problems with recently. On this topic Systrom has written that “keeping Instagram authentic is critical - it’s a place where real people share real moments,” and he announced that Instagram will soon be introducing verified badges for celebrities, athletes and brands.

YouTube Rewind: Turn Down for 2014

Created with the US based creative agency Portal A, YouTube’s annual rewind has now been revealed and features reference to many of the video service’s key moments and videos throughout 2014. The annual YouTube rewind videos have become a yearly reminder of just how important video and other media types are becoming within modern digital-marketing.

YouTube has also put together a behind-the-scenes video showing just how much work – and fun – went into making this year’s rewind:

New tools and insights for Facebook business users

In a recent update we see Facebook creating new tools for media publishers and a small number of improvements to the insight packages following feedback from publishers around the world. The new tools include:

1) Interest Targeting - helping publishers reach precisely the right people by offering the ability to target posts to specific groups of people that like that particular Page. The Interest Targeting tool is now available to all Pages.

Interest Targeting on Facebook

2) Post End Date - Allowing a publisher to specify a specific date and time for a post to stop showing in a user’s News Feed. As such, this tool doesn’t actually remove the post from the Page, but simply stops it being promoted in News Feeds. The Post End Date tool is now available to all Pages.

Post End Date on Facebook

3) Smart Publishing - Smart Publishing is an optional tool only available to limited media organisations and looks to help publishers identify stories and articles that have performed well socially. The aim is to help users find relevant content related to their likes and current trends.

Smart Publishing on Facebook

Along with these new tools, Facebook has also introduced a number of call-to-actions that sit alongside the Like, Follow and Message buttons within a Page’s cover image, providing publishers with further opportunities to engage with their audience and help promote certain actions. The current options include:

  • Book Now
  • Contact Us
  • Use App
  • Play Game
  • Shop Now
  • Sign Up
  • Watch Video

The new call-to-actions aren’t expected to be available worldwide until sometime in 2015.

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