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Content Radar: Feb 3-9, 2017

Overwhelmed by the amount of content marketing news that came out this week? Stay on top of it all with this roundup of what you need to know.

Twitter aims to make abusive and irrelevant tweets less visible

If trolls are wreaking havoc on your content marketing efforts, Twitter wants you to know that it (finally) is trying to do something about it.

After recently announcing that the platform would be making major changes to help users feel more safe and protected from online abuse, Twitter announced that it will collapse (essentially hide) “low-quality” tweet responses to posts. Twitter’s own algorithm will determine what is defined as a low-quality tweet. The company also announced that those who have been permanently banned from the site will no longer be able to create new profiles.

Some may say these changes are too little, too late. Twitter’s recent growth woes and inability to protect from abuse are widely known, though the company said it is committed to being more disciplined in its business practices in 2017. Time will tell if these new security measures will be enough.

Move over, Facebook; YouTube app now offers live streaming as well

Though Facebook has seemed to corner the live streaming market, making channels like Periscope all but disappear from the content marketing map, it appears that the social media giant will have some live-video competition on its hands from a familiar foe — YouTube.

YouTube has rolled out live-streaming capability on its mobile app to creators who have at least 10,000 subscribers. If your YouTube channel hasn’t quite reached this level just yet, don’t worry. The feature will “soon” be rolled out to everybody. Because Facebook has rewarded those who use its live video functionality with greater reach for their videos, it will be interesting to see if YouTube does something similar in an effort to create more incentive for marketers to create their live videos on YouTube.

Double-check your recent social posts — new data suggests you probably made an error (or several)

After the team at the online proofreading tool Grammarly performed an analysis of more than a billion words written with the tool’s help over the course of 30 days, researchers found that you are more likely to make an error in a social media post than in an email — and it’s not even close.

According to the study, people make approximately 14 errors per 100 words when writing an email. However, this is nothing compared to the 39 mistakes per 100 words people make when writing social posts. On the other hand, blog posts only include approximately 8 errors per 100 words, on average.

Good grammar is important. The communication you share with the public reflects on your company, regardless of the medium you use to share it. Make sure editors are reviewing your social posts before they go up to avoid potential embarrassment.

HootSuite to improve paid social marketing support thanks to AdEspresso acquisition

Small and medium-sized businesses that use HootSuite and want to ramp up their ability to create and distribute ads will soon be able to do so thanks to the company’s recent acquisition of AdEspresso.

Among other features, AdEspresso allows marketers to optimize Instagram and Facebook ads through A/B testing. This acquisition will improve HootSuite’s paid social marketing capability, but there is one catch: AdEspresso tools will only be available to you if you use a paid version of HootSuite.

 Pinterest introduces search ads

Pinterest has just introduced what may be its most useful ad product for marketers yet — search ads.

Here is how they work: A user performs a search query, then the top result after the search is a sponsored pin from a marketer whose content is relevant for the user’s search. It’s simple, but could be particularly tempting to marketers who feel their products fill a niche.

The good news for marketers is that Pinterest reports that 97 percent of searches on its site do not mention a specific brand — meaning that users are simply looking for the best products and ideas — not necessarily specific brands.

On a semi-related note, check out this description of Pinterest’s just-announced real-world object search tool. The tool is still in beta, but it will be interesting to see how marketers start to promote 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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