The End of Google Authorship, Facebook Cracks Down on Click-Bait Headlines and the Introduction of Hyperlapse – Digital Marketing News

Hello and welcome to Fresh Egg’s digital marketing news. In this edition, we talk about the end of Google Authorship, Facebook’s new click-bait algorithm, and Instagram’s new app, Hyperlapse.

Google drops Authorship

Unfortunately, the Google Authorship project has finished. Following the removal of the photo snippets and Google+ circle count back in June, John Mueller of Google announced on Google+:

‘I’ve been involved since we first started testing authorship markup and displaying it in search results. We’ve gotten lots of useful feedback from all kinds of webmasters and users, and we’ve tweaked, updated, and honed recognition and displaying of authorship information. Unfortunately, we’ve also observed that this information isn’t as useful to our users as we’d hoped, and can even distract from those results. With this in mind, we’ve made the difficult decision to stop showing authorship in search results.’

Read this post from our head of inbound marketing, David Somerville, to learn more about the implications of this decision – and what you need to do next

Facebook fights click-bait headlines

Facebook has had enough of click-bait headlines and is now looking at supressing them thanks to a News Feed algorithm update. Facebook is going to be looking at how long people spend reading an article away from Facebook; if the person clicks through and then comes straight back to Facebook, it suggests they did not find what they wanted. Facebook will then use these signals to determine wither a story should be given less prominence in people’s News Feeds or not.

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Facebook has also said it is going to:

‘… look at the ratio of people clicking on the content compared to people discussing and sharing it with their friends. If a lot of people click on the link, but relatively few people click Like, or comment on the story when they return to Facebook, this also suggests that people didn’t click through to something that was valuable to them.’

You can find more on this in Facebook’s blog post here.

Facebook’s new event adverts

Facebook has also announced new formats for ‘event ads’. As reported by Search Engine Journal, Facebook announced that there are 400 million people around the world using events on Facebook every month. Of those events being used, 30% are created by Pages.

As such, Facebook has introduced the new events ads format to make it easier for Pages to reach more people with their events. The new ads will be available for both desktop and mobile, and will enable Pages to promote their events directly in users’ News Feeds to boost awareness and drive responses. Pages will now also have insight data for pages, regardless if it has been promoted, this data includes:

  • The number of people who’ve seen a link to the event on Facebook
  • The number of people who’ve viewed the event
  • The number of joins, saves and maybes the event has received

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Are you looking for digital marketing advice for Facebook and other social media platforms? Use our contact form to get in touch.


Instagram has launched a super-simple app called Hyperlapse. It uses iOS’s built in stabilisation technology, which allows people to turn their previous shaky hand-held videos into short high- quality video clips. There are also options to change the speed of the videos, enabling users to create smooth timelapse-esque videos. You can start producing videos straight away without having to create an account and can share these to either Instagram or Facebook.

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Although brands have already started experimenting with the app, and we have filmed a quick zoom around our office (as you can see in the embed below), the best example of Hyperlapse that we have seen so far is Bikerlapse from Nathan Kaso.

Bikerlapse - Instagram Hyperlapse on a bike from Nathan Kaso on Vimeo.

You can find more information about Instagram’s Hyperlapse on the official Instagram blog.

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