Internet Marketing News #253, September 15, 2016

Facebook's return to roots could hurt publishers
Facebook announced an algorithm change that should result in news feeds featuring less material posted by publishers, in favor of more prominence given to posts from users' friends and family. The move might force marketers to buy more adds, rather than using article posts to get their messages out.
Search Engine Journal

Google seeks to one-up Apple through inclusiveness
As Google and Apple battle for mobile market share, their approaches to video calling reveal differing strategies. Google announced in mid-August that its new Duo app would be able to make mobile calls to devices with either Google's or Apple's operating systems. This is in sharp contrast to Apple's FaceTime, which works only with Apple-powered devices.
The New York Times

Influencers gravitate towards Facebook and Instagram
A new survey of brand influencers finds that over half prefer either Facebook and Instagram as their social media platform. These influencers are paid in products or money -- and generally both -- in order to present favorable material about brands on social media. Thirty-two percent of those surveyed cited Facebook as their favorite promotional outlet, and 24% chose Instagram. Though this kind of promotion leans heavily on visuals, only 10% of those surveyed cited Pinterest as their favorite place to post promotional content.

WhatsApp encourages users to share data with Facebook
In what is seen as part of a transition away from a subscription-based revenue model, WhatsApp will begin encouraging users to share their account information with its parent company, Facebook. Though banner ads are not yet permitted on WhatsApp, data sharing will add to the user information Facebook has available, while the door remains open for ultimately targeting ads at WhatsApp users.
MediaPost News

Google rankings to be threatened by intrusive mobile ads beginning next January
Google has set a deadline of January 10, 2017 for the removal of "intrusive interstitials" from mobile sites, or else those sites may see their search rankings downgraded. This targets ads that appear when a search result is clicked and essentially obscure content from view until the user dismisses the ad. Pop-ups such as log-ins or age verification screens should not affect Google's rankings.
MediaPost News

Snapchat expected to soar past a stalling Twitter
Snapchat is expected to approach $367 million in ad revenue this year, and exceed $900 million in 2017, according to eMarketer. This rapid growth is despite barely scratching the surface of international potential, as 95% of Snapchat's revenue is from the U.S. Snapchat's growth is in contrast to Twitter's leveling off, and Snapchat is now projected to pass Twitter in active U.S. users by the end of this year.

Facebook looks to streamline mobile ads
Citing research that found users will give up on a mobile site after 3 seconds of delay, Facebook is encouraging advertisers to employ a variety of techniques to avoid such delays. For its part, Facebook has launched a technique known as "pre-fetching" that identifies ads users are likely to click on and starts to load some of their HTML content even before the user actually does click on them.
Search Engine Watch

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