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Content Radar: Optimizing for Web Beats Making an App

There’s a lot of stuff going on in the world of content marketing, and it can be difficult to keep up on it all. Stay on top of the industry news with this roundup of what you need to know.

Thinking about building a mobile app? You’re better off optimizing your content for the web

Over the last couple years, brands have seen U.S. consumers download and open mobile apps at a decelerated rate. Based on a recent Adobe Digital Insights report, this trend doesn’t appear to be reversing itself any time soon. In the United States, mobile app downloads are down 38 percent since 2014 and apps opened are down 28 percent in the same time frame.

Though there may be a future for mobile apps for companies who do things just right, the more sure bet is found in optimizing your sites for mobile devices. Since April 2016, Google’s Accelerated Mobile Project have experienced an increase of nearly five times as many hits.

Soon you’ll be able to respond to Messenger, Facebook & Instagram comments from one place

Keeping up with comments and messages from followers and responding to them in a timely manner can be a time-consuming part of a content marketer’s job. Facebook feels your pain and is in the midst of providing you with a new option that will allow for you to keep up with Facebook comments, Instagram comments and Facebook Messenger messages all in the same place.

When the update happens — presumably some time in upcoming weeks — page managers will have an interface that includes a tab for each channel. In addition to replying to comments and messages, you can also identify comments that need a more thoughtful response and organize them as “follow-up” comments.

Do your Facebook followers ‘love’ your content? They better, if you want them to be more likely to see it

It’s been a year since Facebook rolled out “reactions,” which enable users to react to your content with love, haha, wow, sad, and angry emojis. Lest you thought these were just a cute way for Facebook users to interact — think again.

Facebook announced this week that it is updating its algorithm to prioritize reactions over likes. This means that if somebody “loves” your posts, they are more likely to see posts from you in the future than they would if they only “like” them. Because it takes a little additional effort for a user to react to a Facebook post rather than to simply “like” it, Facebook is counting on the assumption that users will happily receive more of the content they feel most passionate about.

Millennials will talk to you on social, but Gen Xers are more likely to buy your product

A report released this week by Sprout Social includes some interesting data about how different generations use social media. According to the report — which features responses from 1,000 baby boomers, Gen Xers and millennials — 70 percent of Gen Xers say they will likely purchase from a brand they follow on social.

However, the audience that prefers to engage most with brands on social media are millennials, with nearly twice as many millennials saying they use social media to communicate, rather than through an email or phone call. Perhaps the biggest opportunity the report discusses is found in how brands respond to users. Of those surveyed, only about 10 percent said that their messages to brands get a response.

Study suggests users’ brains calculate the reward they will get when deciding if they should share on social media

In a recent scientific study published in “Proceedings of the National Academy of Sciences,” researchers concluded that social media users whose brains perceived potential value or reward from sharing were more likely to share the articles they were being asked to review.

The study is extensive, but the main takeaway for content marketers is this: if you provide users with content that they think will make others see them favorably, they are more likely to share it.

Chad Buleen

About Chad

Chad Buleen is an award-winning journalist, the manager of social messaging for a large international nonprofit, a digital media enthusiast and father of four. Follow him on Twitter .

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