Online trends revealed
The influential Mary Meeker, American venture capitalist and spotter of internet trends, has released her 2016 predictions.
It spotlights many behaviours that brands and individuals can take note of to shape a sharper online presence.
Highlights include the gap between consumer usage of channels and ad spend on those channels. Advertisers still seem too closely tied to print, radio and TV, and still too slow to catch up on online and mobile advertising. The figures show that despite public consumption of print being down to just four per cent of their overall time spent consuming media, ad spend on print stands at 16 per cent.
At the other end of the scale, time spent on mobile is now at 25 per cent, but ad spend is only at 12 per cent.
Elsewhere, global adblocking is up 94 per cent year on year, video is the medium all brands must seek to master, voice will be the next interface to become mainstream and users are now shopping and selling through images alone.
The full report, with analysis, is here.
Instagram feed is now ‘best posts first’
Instagram’s much talked-about algorithm change, which will see posts ordered by user interaction rather than a straight chronological order, is now live for all users.
This ‘best posts first’ policy mirrors that of Insta’s parent company, Facebook, who have operated this way for some time.
While the photo and video platform claims it’s all about ensuring users don’t miss anything important, if Facebook’s example is anything to go by, it will be the first step towards forcing brands to pay to make their content visible.
Snapchat bigger than twitter
Snapchat has passed twitter in its number of daily users.
New figures reported by Bloomberg show that the disappearing message platform now has an average of 150 million users – 10 million more than twitter.
Snapchat’s mix of photo and video messaging, filters, stories and news and feature content from major publishers in the Discover section has made it a huge hit with younger users.
Twitter tests carousel ads
One way twitter is trying to steady the ship as it fights competition from so many different platforms is through advertising.
Its options to advertisers are being boosted through the introduction of carousel ads, similar to those on Facebook.
Carousel ads of up to five images have a click through rate of up to five times greater than a static image on Facebook.
This has led twitter to trial the service, with a carousel of tweets being available to advertisers.
Right now, it is only available to a hand-picked group of brands including Disney and Volvo, with any roll out to come after the test period.
Facebook using AI to understand status updates
Facebook’s never-ending quest to know everything about every single one of us has taken a big step forward with the introduction of a new artificial intelligence system called ‘Deep Text’.
Its purpose is to understand the meaning of our status updates and posts on Messenger in real time. So if we say we need a lift, it will suggest an Uber, if we say what’s going on in the EU debate, it will show relevant news articles.
It can also be used to spot harassment and hate speech being used on the platform and crack down on bullying.