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Our Top 5 For The Week

7/2/2020

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Latest algorithm changes put original news in focus on Facebook’s news feed. TikTok announces TikTok For Business. YouTube helps creators with brand new analytics overview summary and more!

 

Facebook prioritises original news reporting

Facebook is changing its news feed algorithm to give prioritization to authentic, credible and informative news stories. 

The algorithm change was announced via blog post 

“Original reporting plays an important role in informing people around the world, from breaking a news story to creating an in-depth investigative report, uncovering new facts and data, sharing critical updates in times of crisis, or broadcasting eyewitness reports. This important journalism takes time and expertise, and we want to ensure that it’s prioritised on Facebook. 

- Campbell Brown, Facebook VP of global news partnerships 

 

Despite the change, users will still see their interest pages and posts from people they're following in higher rate.

 

TikTok creates new platform for marketers – TikTok For Business

Due to the ability to present their creative side and engage with users through sounds, actions and feelings, brands are embracing TikTok daily. To help marketers amplify their voice, while staying professional and credible, TikTok has created a brand new platform – TikTok For Business.

Starting trends, connecting communities, or bringing awareness to critical public service initiatives - brands are creating authentic audiences built on the foundation of sharing joy! They are embracing the creative and authentic spirit of TikTok and giving users a new way to discover and engage with the products they love.” 

- Katie Puris, Managing Director, Global Business Marketing for TikTok

 

No matter how big or small your business, no matter what you're making or selling, TikTok For Business is where you can unleash your brand's creative side. A fully immersive world where there's an audience for every voice.

 

YouTube announces analytics overview summary to help creators track their performance

YouTube's new video analytics display aims to help creators understand where their views actually come from and how they can maximize performance of the videos. The tool was included in the launch of the latest integrated channel performance chart in Creator Studio, that displays views, subscriber count, watch time and revenue performance.

"This is a new analytics video overview that has smarter explanations about how your video is doing. It's going to tell you more about how it's doing from the point of view of the YouTube home page and Watch Next suggestions. When a video's topic, title or thumbnail attracts more viewers, that video is more likely to be recommended to similar viewers." 

- YouTube 

 

So, this new analytics report highlights your video's click-through rate and average view duration, while it also provides specific insight as to how much of your traffic is coming from 'Home' and 'Suggested'.

If content creator's traction is not satisfactory, they could use a different approach and improve presentation. Comparison between the video currently being viewed and regular uploads is also included, mostly to provide more context.

All of this can for sure help creators sharpen their YouTube strategy.

 

Instagram's latest test puts all Stories on one page

Only a small number of users got a chance to test the company's new feature that showcases a full screen Instagram Stories display. In other words, users can see more Stories at once, both on the home screen and in a newly added Stories-only section.

There are two rows of Stories visible, instead of one at the top of the screen, but there is also a button which appears beneath this expanded Stories area that lets you click to 'See All Stories'. This expansion launches a new screen where you can view and scroll through all the available content in a full-screen experience.

Since Stories are on track to overtake the news feed as the primary source for social media engagement, it is completely logical for Instagram to evolve in line with user behavior.

 

The influencers and the community – intangible values in marketing's equation for success

The influencer business is fueled by consumption and inspirational creativity. Considering the global lockdown, content creators are forced to create content that is equally engaging, while being sensitive to the political and cultural environment.

According to latest article published by Vogue, genres such as wellness, fitness, DIY, mental health and motivational content will see a rise, entwined with fashion and beauty at its core. The digital community is only growing—the borderless connection of the internet influences us all and some successfully capitalise on interests shared by a community.

The collaborations, advertisements and glossy events melted away, and all that remained were the only two intangible values in the equation— the influencers and the community they’ve built. Creating content around beautiful things that inspire people is important, now more than ever.

The influencer business is being tested on authenticity and it is vital to ensure that the created content is helpful, inspirational, relatable and impactful.

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