You don’t stay dominant in the digital sphere without constant improvement – Twitter, Facebook, YouTube and Google have all sought to upgrade their offerings recently.
The latest upgrades in digital focus on improving user metrics, penalising automation and general improvements to user experience.
Twitter Targets Users with Multiple Accounts
Twitter is working to underscore the legitimacy of conversations taking place on their platform – as of March 23, new guidelines will be put in place to tackle automation and coordinated actions across multiple accounts. The changes have been brought about due to ‘malicious activity targeting the crucial conversations taking place on Twitter.’
Specifically, users will no longer be able to simultaneously post identical or very similar content using multiple accounts, nor use multiple accounts to Like, Retweet or follow other users.
Twitter are also cracking down on automation, with users of applications such as TweetDeck no longer permitted to schedule or automate identical content across multiple accounts.
Users who fail to comply with these guidelines run the risk of account suspension.
Facebook to Streamline and Improve User Metrics
The social media giant is looking to provide some clarity for users of its metric service – certain analytic tools found in Ads Manager are now labelled as ‘estimated’ or ‘in development’.
In some instances, real-time data is employed to estimate user metrics based on limited sampling. Television viewing data has long been based on sampling, and reach metrics for Facebook are calculated using the same principle. Whenever a metric is based on sampling, it will now be clearly marked as an estimate.
New user metrics or analytics that are still being tested will be labelled as ‘in development’ – this lets users know that calculation methods may change in the near future.
Facebook is also looking to streamline their service by eliminating unpopular or redundant metrics. As of July 2018, approximately 20 ad analytics will be removed including the social reach metric which produces very similar results to the regular reach metric. More details on metrics to be deleted will be released as July approaches.
YouTube Limit Demographic Data to Protect Viewer Privacy
YouTube are streamlining their demographic analytics, with certain data to be removed from metric reports.
The company will no longer allow creators to filter demographics based on YouTube product – YouTube, YouTube Kids and YouTube Gaming will all be aggregated in the future. Demographic data for unlisted or private videos will no longer be viewable, unless the unlisted video is a paid advertisement.
Channels and users that have received limited traffic on their content may find that demographic data is unavailable for them – YouTube claim that these changes should not concern users, stating that such data is only of merit if ‘a meaningful number of people watched your content.’
Routines and Reminders to Be Added to Google Assistant
Users of Google Assistant will see a number of important upgrades in the coming weeks.
Routine integration has been announced, where a particular command triggers a customised series of events – customers can program their lights to turn on or specific music to play when they announce to Google that they have entered their home.
Location-based reminders using a smart speaker are also to be introduced. Users can set reminders from home to complete a certain task at work, with the Assistant reminding you when you set foot in your workplace.
By the end of 2018 Google Assistant will also be available in 30 languages, a marked improvement over the current offering of 8. Danish, Dutch, Hindi, Indonesian, Norwegian, Swedish and Thai are expected to by the next languages integrated for support.
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Digital companies are changing their algorithms and user metrics to encourage the use of PPC campaigns. Our talented team can work with you to set up and manage AdWords or PPC campaigns that deliver results for your business.
To learn more about these and our other digital marketing services, drop us an email at hello@studio-culture.com.au or give us a call today on 1300 200 113.
