Today in Digital Marketing - 152: Blitneey Speers

Starting point is 00:00:00 LinkedIn makes its content algorithm smarter. TikTok wants to use your brand's videos for free. YouTube releases a few nice analytics and even more moderation features. And how do you spell Britney Spears? Apparently, it's not as easy as you think. It's Thursday, May 14th. Happy Independence Day, Paraguay. I'm Todd Maffin from EngageQ, and here is what you missed.

Starting point is 00:00:24 Stop the music! Stop everything! Stop it! Breaking news! And this is for those of you who always have 6,000 tabs open in Chrome. You know who you are? My wife is one of you people. I'm like, did you get that link I sent you? And then she spends an hour clicking around because she has 6,000 tabs open. Anyway, problem solved. Chrome is coming out with, you ready? Tab groups. Which sadly won't actually prevent you from creating 6,000 tabs if you still must. But you will be able to organize and color code them now. That's the good news.

Starting point is 00:00:57 Bad news, it's not in browsers yet. They claim it's in the beta, but I downloaded it and tried it and it wasn't there. They promise it's coming soon. Nothing to I downloaded it and tried it and it wasn't there. They promise it's coming soon. Nothing to do with digital marketing, you say? Perhaps. But I'll bet you're happy you learned this. We don't often get insight into the content algorithm over at LinkedIn, the factors that go into how the site decides which posts to put at the top of people's feeds. But when we do, it's an important consideration for anyone who runs the social content for their brand. And this week, LinkedIn talked a bit about

Starting point is 00:01:30 one of the new metrics they will start considering in their algo, something called dwell time. This is how long a user spends looking at a post or a link. This is something that Facebook's been including in their algorithm for years, although they're also not particularly open with exactly what's in the secret sauce. Anyway, here's how LinkedIn explained it. At a high level, each update viewed on the feed generates two types of dwell time. First, there is dwell time on the feed, which starts measuring when at least half of a feed update is visible as a member scrolls through their feed. Second, there is dwell time after the click, which is the time spent on content

Starting point is 00:02:08 after clicking an update in the feed, unquote. So how does that translate to your work? Not a lot you can do about the first component, but LinkedIn is clearly signaling here that the more time people spend on websites you link to in your posts, the more reach you'll get in the future. And perhaps more importantly,

Starting point is 00:02:28 if people click to your site and then bail out really fast, your LinkedIn organic reach could be affected negatively. Speaking of LinkedIn, they have also added some new tools to its sales navigator platform. I know some of you handle digital marketing and sales roles, so this is for you if you use that particular flavor of LinkedIn's premium offerings. The update includes more insight

Starting point is 00:02:50 into who's viewed your posted updates, for how long and when, and something called smart links, which is kind of like UTM tracking, but just for LinkedIn links. When you post a smart link on a message or a post, you will be able to see who opened the link, how long they read it for, and what parts were of the most interest to them.

Starting point is 00:03:11 Yes, that includes in-mail messages on LinkedIn. Also, they have merged the notes and comment sections into just a single notes section. So if you're wondering where comments have gone, that's where. And you can now create sales navigator contacts in microsoft dynamics 365 if you want to not surprising given that microsoft now owns linkedin tiktok appears to be reaching a little hard with a new program apparently called tiktok amplify i say apparently because i have not yet seen an official announcement on this just some screenshots circulating on twitter but if these reports are to believed, an update to the app will give you a toggle switch to be able to indicate that you want to participate in the Amplify program. And what is the Amplify program,

Starting point is 00:03:54 you ask? According to the screenshots, the app says, allow your videos to be featured in TikTok ads, social media accounts, or marketing campaigns. So, yeah, please let us use your content for free. Actually, I had just assumed that they'd already gotten that consent in one of the millions of lines in the terms and conditions, but maybe I'm wrong there. Like I said, this seems to be either in testing or rolling out slowly, but keep an eye out for it, because as the manager of your brand's TikTok accounts,

Starting point is 00:04:23 you probably want to make sure that this doesn't come up with the default position as on and have your brand's videos plastered all over the place without a heads up. YouTube has added a new chart to its channel analytics, a heat map claiming to show when your viewers are active on YouTube. So while pushing out videos at the so-called right time might give you a small bump in viewership at launch, YouTube admits small print under the chart. Published time is not known to directly affect the long-term performance of a video.

Starting point is 00:04:56 And more changes are coming. The ability to hold potentially inappropriate comments for review, that's coming within the next couple of weeks. And the updated video chapter feature, which puts segment labels on your playback bar is also being rolled out shortly talked about this in a previous episode google has now given us a bit more specificity on making that chapter thing work here's what they say if you have time stamps in your video's description make sure that the first time stamp listed in the video description starts at 0 colon 00 and that your video has at least

Starting point is 00:05:28 three timestamps or chapters with each chapter being 10 seconds or longer. If for some reason you still want to have timestamps in your video description but don't want that segmenting feature to kick in, just make sure the first timestamp is something other than 000. All right, time for the lightning round. McDonald's says it will increase spending on U.S. marketing by $100 million when it reopens its restaurants. The social media platform Buffer is undergoing some maintenance today, so if you notice some weird glitches or slowness, that's why. As mentioned yesterday, those Google reviews that were held back during the early days of the pandemic appear

Starting point is 00:06:08 to be rolling in now. So make sure you check Google My Business for anything coming in and do not rely on your third party tool to catch these. Dust off your resume. Coca-Cola's highest ranking marketing officer is retiring in two weeks. They do not yet have a replacement. So go get them. And finally, John Mueller from Google, who's kind of like the unofficial liaison between the search engine and digital marketing and SEO people. John today shared an internal document that shows how many different ways people have misspelled the name Britney Spears when searching for the singer on Google. There are not one, not two misspellings. There are 593 different misspellings that have been tried in Google, including Brightney Spears, Biny Spears, and for some reason, Britney XXX Spears. Maybe they were looking for something

Starting point is 00:07:02 else. And those 593, those are just misspellings of her first name. You know, I try really hard to keep this daily update short and a good use of your time. If you find it to be, please consider rating and reviewing it. It really, really does help. You will find a link in this episode's notes that will take you right to your own app's review section. Also, there are links to my social media channels. Apologies for getting this out a little later than usual today. We onboarded a new client at my agency.

Starting point is 00:07:30 And, well, you know what Facebook business managers like. I'm Todd Maffin. Talk to you tomorrow.

Today in Digital Marketing - 152: Blitneey Speers

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