So, YouTube has decided to extend their
non skippable ads to all YouTube creators.
Hey! This is Chia from Brand24.
Welcome to the #SocialRecap - our rundown of the latest
highlights from social media and
digital marketing news. So, in the last recap we saw
a Twitter blocklist go viral when Alex
Jones was able to keep tweeting through
his suspended account. We discovered that
Google has a dark side and it continues
to track our location history even after
we tell it to stop. And we even found
that 95% of disinformation shared in
social media by the Russian Internet
Research Agency actually originated from
a US-based news site
called Truth Feed.
This time we're gonna look at how Facebook is
giving up a piece of their revenue to
incentivize game developers, the ad
strategy that YouTube is using to
motivate their video creators and how to
reach key benchmarks for a successful
email marketing campaign. Now, let's start
with YouTube. So, YouTube has decided to
extend their non skippable ads to all
YouTube creators who already have the
ability to monetize their videos.
Since the advertisers are often willing to pay
creators more when they make their ads
non skippable, it's good motivation for
YouTube creators to continue making
videos, and for advertisers to keep
buying ads while YouTube gets a cut from
each ad sale. Non skippable ads are
limited to 20 seconds and YouTube will
be introducing a new tool that lets
creators track metrics such as: audience
engagement and revenue flow from videos
where those ads appear.
And in anticipation of wide usage the tool will
also allow creators to add and remove
not skippable ads in bulk - for both new
and old videos. This is one way that
YouTube is convincing their creators to
keep creating videos. Now, how is Facebook
going to make sure that developers will
keep developing games for Facebook?
By giving up a piece of their revenues so that
developers have a little more to gain.
At the moment Google takes a hard 30% of
in-app purchase revenue from Android
Facebook games. Previously Facebook was
also taking 30% on top of Google's
initial 30, which left developers with
just about half of the revenue making it
not very appealing for them to spend too
much time creating and supporting new
games for Facebook Messenger.
With Facebook now giving up their 30% the
expansion of games for a Messenger
should be a little more sustainable.
Facebook is only giving up their share
of the revenue for Android and only on
mobile. They will still retain revenue
from the web version of Android games
in Messenger. And in an effort to
improve ad transparency, especially for
ads that may be related to politics,
Facebook has decided to introduce ad
archive API to select audiences.
Researchers and journalists can apply
for access to the new API which will
allow them to analyze key data and
demographics from historical ads.
So, right now Ad Archive API includes access
to information such as start and end
dates for ads, creative and performance
data, total ad spent, and ad impressions,
as well as demographics regarding the
country, age and gender of audiences who
have seen and interacted with these ads.
And, since the Cambridge Analytica data leak,
Facebook has been continually
making security related updates and
changes to its platform, as promised.
Recently this includes the first ban of
an app since the giant data leak.
After a brief suspension the MyPersonnality app
has officially been banned due to lax
data controls. This may sound a bit
familiar since coincidentally this is
basically the same thing that Facebook
itself appears to have been guilty of with
Cambridge Analytica.
The MyPersonality app is a quiz app - just like nametests.com
from Cambridge Analytica.
Only, the MyPersonality app was created
by researchers at a real academic
institution called the Cambridge
Psychometrics Centre. The app was used to
gather user information for studies at
the center where researchers were able
to request access to it. However, when a
near-complete set of data was found
publicly posted on GitHub, Facebook first
suspended the app and requested an audit
to examine their loose data protection
controls and then banned it when they
would not agree to the audit. Now, what's
new with Snapchat? Well, Snap has just
partnered up with TuneMoji to bring us
musical gifs that Snapchat users can
share in chats and stories. This is
possible due to TuneMoji's latest
integration with Snap Kit.
The musical gifs work similarly to
Instagram's own new-ish feature: music
stickers. Though, they're not quite ready yet.
Impatient Snap users can access
them now but they would need to download
both Snapchat and TuneMoji, find the gift
on TuneMoji first and then share it to Snapchat.
Kind of a hassle. And Tinder has
decided to launch a version of its app
that's just for college students.
The Tinder U app is designed to help
students date, hook up and meet one
another at school. To sign up users have
to be located on a college campus and be
able to provide an .edu email address.
The app will first be available on iOS to
four year accredited nonprofit schools
across the US. it will work just like
the regular service, except that students
will be using it to find other students
on their own campus or those nearby.
Launching an app just for college
students may prove to be a good way for
Tinder to increase the lifespan of their
user base by getting them to sign up at
a younger age.
And speaking of user bases, according to
a key study on the Smart Insights blog,
one of the best ways to increase your
user base is actually still through
email marketing. And the key metric for
successful email marketing isn't your
email open rate or your click-through
rate. It's actually deliverability.
Basically, if your emails are not being
delivered to your subscribers main inbox,
your statistics are going to be
inaccurate and unreliable anyway. So, the
case study analyzed a sample of over a
100 ecommerce websites which
included large well-known businesses,
like HP, as well as much smaller
businesses. From these 100 ecommerce
websites 62% of businesses did not offer
a business newsletter yet. Only one email
landed in the spam folder indicating good
overall deliverability, and 53% of emails
ended up in a promotions tab. Now, while
the promotions tab might have a strong
open rate, if you're an e-commerce site
who sends verification emails about
purchases and deliveries, you would
definitely prefer your emails to land in
the users main inbox. So, what causes an
email to get labeled as spam? The common
list of reasons includes using words
with all capital letters, lots of
exclamation marks, all image emails, your
IP address reputation, and domain
reputation. The case study analyzed a
number of combinations
and variations from the list above to
arrive at a few interesting conclusions.
So, firstly if you fill in your reply
email address as "no reply" or "do not
reply" your emails have 0% chance of
landing in the main inbox or the spam
folder, and a 14% chance of landing in
the promotions tab. Secondly, using too
many images seems to result in your
email getting classified as a promotion.
While using not enough images gets you
classified as spam, using a number of
images that somewhere in the middle
helps you reach the users main inbox.
In the case study, emails with 9 images
were promotions, emails with 1 got
filtered as spam and those with 5
images made it to the main inbox.
Thirdly, the same rule applies to links. Emails
with 18 links went to promotions, those
with 3 links were marked as spam and
messages containing 10 links landed in
the main inbox. Four, when sale symbols such
as percentages or currency signs are
used in an email, they're automatically
filtered into the promotions tab. And fifth,
words related to sales such as: shop,
promo code, a coupon and discount can
also be detected. In the study emails
with 5 mentions of sales words were
sent to the promotions tab, those with
1 mention of a sales word got
filtered into the spam folder while
messages with 3 mentions of those
words reached the main Inbox.
Although the promotions tab isn't in the
worst place to end up at all, try to
avoid using too many sales words in your
first couple of emails to improve your
chances of future messages reaching the
main inbox. Especially for new
subscribers you could do this by sending
a confirmation welcome email or a
special thank you message before you
start talking about sales, discounts and
promo codes in any of your
communications. And that's it for episode
17, don't miss out on the latest updates
from social media and beyond. Subscribe
to the #SocialRecap and keep up with
important changes in the world of social
media and digital marketing. And just in
case you prefer the #SocialRecap is also
available via SoundCloud as an audio
podcast and on the blog containing
relevant links to the topics discussed
as well as a few extra resources. You can
find the links to the podcast and the blog
in the description of this video.
Thanks for tuning in and I'll see you
next time. Bye!
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