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Talk Social: 31 May, 2016

Consumers holding back from buying on social

digital advertising

New data has shown consumers have little appetite for buy buttons on social media platforms.

Research by GlobalWebIndex revealed just 14 per cent of users were interested in buying straight from an Instagram post, while 13 per cent felt the same way about Pinterest.

Both platforms introduced buy buttons last year, but uptake has been very slow.

This coincides with twitter’s decision to disband its 25-strong commerce team, who were developing the ability for one-click shopping on the platform.

It seems the era of shopping direct from social media isn’t quite upon us, yet.

More here and here

Facebook begins targeting non-users with ads

digital advertising

Facebook is expanding its ad network to include non-users of the platform.

The social platform is to use cookies, like buttons and third party sites to track more users – including those who do not have a Facebook account – around the internet.

It is also planning to use the data it has on its 1.7 billion users to create lookalike audiences of non-Facebook users and begin to serve them ads, reports the Wall Street Journal.

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Three to block all ads for a day

digital advertising

The hot topic of ad-blocking will be firmly in the headlines in a couple of weeks’ time when the mobile network Three has a ‘no ads’ day.

The experiment, on June 13, will only be to users who opt-in and will see no adverts appear while browsing the internet or in apps. The only exception is Facebook, where adverts in a user’s feed will still appear.

The move has been prompted to test user reaction to mobile ads, the data use it incurs on their devices, the speed at which it allows them to browse, their privacy and the annoyance factor at endless ad messages appearing on screen.

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Here’s what Google wants to replace passwords with

Screen Shot 2016-04-13 at 11.49.25

Google plans to do away with passwords as a way for users to access its services by the end of 2016.

In its place, will come a complex system of facial and voice recognition, typing patterns and even the way you swipe the screen as identifying factors.

The Trust API will begin tests next month and its software runs in the background to identify who is using a device. If it is not confident you are who you are meant to be, it will then prompt for an old-fashioned password.

Online users now have an average of 100 passwords to remember, which has resulted in many becoming less secure as they are repeated across the web.

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Facebook’s missing links

Digital advertising

Links on Facebook are not getting as much engagement as previously, as video continues to dominate in 2016.

New data from Newswhip shows that engagement overall on Facebook is down this year across the board, from major sites such as Buzzfeed and the BBC downwards.

This is particularly true when the content links to a web-based story elsewhere. In contrast, video views and linger time are up, which is leading to publishers pushing more video into their feeds.

Facebook’s algorithm tweaks mean that the more engagement there is with video, the more videos will appear in a user’s feed, meaning links to external sites will be pushed further down and will be harder to find.

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