Subscribe to The Marketing Scope Newsletter

Marketing Week in Review – April 8, 2017

Marketing newsThis week in marketing news, we will find out the future of “fake news” in Google’s search results, learn more about influencer marketing, and discover the running social champion of live video. Plus, learn how Facebook is making it easy to attract more article subscribers and what changes YouTube has made to its monetization policies.

Facebook Competes for the Live Video Niche 

The latest statistics in live video trends suggests the importance of declaring an official market winner. Livestream reports users across the board prefer watching live video versus on demand video and this number is only expected to increase with the ever-growing demand of mobile technology.

NealSchaffer quote

Even the advertisers are noticing. Livestream reported that live video sees an increase in 113 percent yearly in ad growth which is currently surpassing other forms of online video.

This is why leading the “live video” niche is the latest top focus of the main social networks with Facebook currently in the lead. Techcrunch reports that one in five videos on its network is now live. This is an increase of four times over the past year alone.

Competing with other social networks isn’t enough. Facebook is also competing with Netflix and Amazon Video attracting big publishers such as Buzzfeed and the New York Times into a revenue sharing model with live video.

Facebook live video features make it tough to compete with. Not only does it have the viewership readily available but features such as live masks, creative effects, even new formats such as Live 360 and Live Audio make further adaption and viewership even more possible.

YouTube Now Requires 10,000 Lifetime Views for Monetization

YouTube will no longer show ads on channels with views under 10,000. YouTube explains this move is to help control content theft and deter fake channels which they call “impersonating channels.”

Once a channel hits 10,000 views, the channel is then eligible for review by YouTube before it can begin monetizing its channel.

This move will help combat theft of original content that is reuploaded by channels whose only purpose is to reupload others’ work and make ad revenue without contributing original content.

“We’ve started seeing cases of abuse where great, original content is re-uploaded by others who try to earn revenue from it.” explains YouTube’s vice president of product management, Ariel Bardin, in a YouTube Creator blog post.

So how long does 10,000 lifetime views take? It depends. It can take months or just a few weeks depending on the quality of the content and the creator’s marketing efforts. As far as affecting revenue, the impacts are expected to be minimal. 10,000 lifetime views will likely generate ad engagement worth less than $100 total and less than the $100 Google AdSense minimal payout.

This move is a win/win for YouTube and content creators. YouTube helps ensure more original content is monetized and content regurgitators now have less incentive to publish unoriginal content.

Facebook Adds Email and Call-To-Action Buttons to Instant Articles

Before Instant Articles, marketers publishing to the Facebook platform had concerns about user engagement on their own websites and networks. Facebook alleviated concerns by adding two new features Friday that helps make reader and subscriber loyalty possible; email sign up and call-to-action buttons.

Email sign up allows publishers to receive and manage email sign ups directly on Facebook with the click of a button. Early adopters are already seeing the benefit. For instance, Facebook reports that Slate email signs up are up by 41 percent and Huffington Post’s Morning Email segments are up by 29 percent since implementing the button two months ago.

Other call-to-action buttons such as “Free Trial” and “Mobile App” are in beta testing. Free Trial allows readers to sign up for free subscription trials. Mobile App allows readers to install the publisher’s mobile app.

Google Introduces Fact Checking Into Search Results

Google has joined Facebook in the fight against “fake news”. Using meta tags, an algorithm, and authoritative websites, the “Fact Check” tag will begin appearing in search results.Fact check

Any publisher is eligible to gain the special fact-checking callout but Google must determine if a publisher is an “authoritative source” for inclusion by using automatic algorithms.

Of course, not everyone agrees with the latest search engine updates:

While the algorithm does have its potential downsides, it does help combat intentionally misleading articles on the internet by training users to look out for these fact-finding resources.

Publishers themselves may be included in the feature but under certain conditions. They must use the ClaimReview markup in specific documents and follow specific guidelines. Google inclusion is determined programmatically depending on several ranking factors of that particular website. Currently, there are around 115 organizations participating as official fact checkers.

While this solution isn’t perfect, this is a good start to help combat false news. Moving forward, I hope to see more commercial services opening algorithms and APIs around fact checking sources and eventually opening the doorways for publishers and website owners, big and small, to help users feel more confident about site content.

The Future of Social Marketing: Influencer Marketing

Adweek published a good read titled, “Micro-Influencers and the Blind Spot in Your Influencer Marketing.”

As social media becomes more of an avenue with video, articles, and even recommendations from friends, it’s only natural that brand influence will follow.

So what is influencer marketing? Influencer Marketing focuses on key leaders in a marriage between social networks and content management. Think YouTube, Facebook, and Twitter. Key leaders don’t necessarily need a lot of followers or subscribers. They just need quality followers and to be an influence to their followers.

“You’re best off thinking about influencers as scaled-down celebrities who are ready to be turned into a long-lived mouthpiece for your brand.” writes Brendan Gahan.

With users trusting less and less in traditional advertising, it only makes sense why influencer marketing works. Seventy-four percent of people use their social networks in purchasing decision (Ogilvy Cannes) and influencer marketing returns 11 times higher ROI than traditional advertising. (TapInfluence study with Nielsen Catalina Solutions).

Still not convinced? Even Amazon knows the power of influence marketing. It just launched an influencer program in beta as part of affiliate marketing:

Affiliate Marketing

With live video on the rise, influence marketing should be considered the modern day word-of-mouth.

Photo Credit: technoxprt Flickr via Compfight cc