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Talk Social: 6 February, 2018

Business scheduling on Instagram


It is now possible for businesses to manage their organic presence on Instagram more effectively, allowing them to schedule posts, view posts they’ve been tagged in and view other business profiles on the social network.

According to Hootsuite, Instagram scheduling and publishing has long been its most requested feature update. Hootsuite introduced Instagram ‘scheduling’ back in 2015 and this involves setting a schedule that forwards a reminder at the planned time to post. Users then have to manually log in and publish the content. The update does away with the extra step.

With more than 25 million business profiles active on the platform, it makes sense to look for new ways to facilitate business interactions while taking care not to lose the spontaneous nature of Instagram.

Scheduling doesn’t necessarily take away from that, but it is another shift that reduces the need for direct interaction. It does add extra business functionality and, as Instagram closes in on becoming the next billion user app, the monetisation potential also grows in proportion.

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Google confirms brands can rank for two keywords on same page


The topic of optimising for one keyword phrase over multiple is nothing new, but is it possible to optimise a single page for more than one keyword phrase?

Google has confirmed that this is technically a reality. The following question was posed on a Google Webmaster thread: “I want to target two keywords on a single page. Is this a good idea or should I create two different pages to target both of the websites?”

Google replied: “If the content on the page is relevant for both the keywords, then I don’t see an issue. Make sure the content is providing useful information to user queries around those keywords.”

If the keyword phrases are related, this does appear to makes sense but targeting two different topics on one page could – of course – be construed as bad SEO strategy.

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Snapchat wooing publishers


As Facebook changes its algorithm to the detriment of publishers, Snapchat is on a charm offensive to woo them.

The social platform has appointed a head of media partnerships to work specifically on its Discover section and help more publishers grow their audiences and revenues.

User time spent on Snapchat has stagnated recently, with 24 people recently laid off from the content division as a result.

Snapchat recently announced a redesign that would separate user content from media and brand content, which could diminish visibility in the app. Snapchat has also changed the terms of some of its Discover partnerships in a way that could limit the amount of revenue publishers can make by selling ads into them. In addition, Snapchat has been steering media companies to make TV-like shows, causing text-based publishers to wonder what the future holds for them on the platform.

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Facebook not giving up on Stories


Facebook Stories might feel redundant because 300 million people use its other Snapchat clones on Instagram and WhatsApp, but the social media giant is convinced that it is the future of sharing and advertising.

Facebook is subsequently doubling on Stories by testing the ability to create them from desktop and allowing users to view them from the top of the News Feed instead of in the sidebar, just like on mobile. By showing Stories above the News Feed, instead of to the side, Facebook is clearly of the opinion that this content commands more attention.

This adds potential for brands, event promoters and Group admins who manage their Facebook presence from desktop to embrace Stories.

In addition, Facebook users will be able to upload photos or videos or shot them from their webcam to post from desktop, which could attract the YouTube vloggers who have trained themselves to talk into their computer or camera.

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YouTube changes rules to hit spammers


Google has announced plans to protect YouTube users with stricter criteria for monetisation across the platform and changes to the process that determines which channels can run ads on YouTube.

Previously, channels had to reach 10,000 views to be eligible for the YouTube Partner Program (YPP). Now instead of basing acceptance purely on views, channel size, audience engagement and creator behaviour will be taken into consideration by the social network.

Going forward, new channels will need to have 1,000 subscribers and 4,000 hours of watch time within the past 12 months to be eligible for ads.

YouTube owner Google will also closely monitor signals like community strikes, spam and other abuse flags to ensure channels comply with its policies.

This combination of hard-to-game user signals and improved abuse indicators will help Google reward the creators who make engaging content while preventing bad actors and spammers from gaming the system in order to monetise unsuitable content.

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