This week... Customers want you to tone down the snark. Sponsored content may be more effective than you think. Plus, seven Google My Business updates that you probably don't know about.
Keeping up with the changes in the world of content marketing is not an easy task. Thankfully, you don’t have to do it on your own. Check out the latest news and relevant information from this week that you should have on your radar.
Consumers want you to focus on being friendly and helpful — not snarky
The social media team at Wendy’s has made a name for itself by putting down fellow fast food chains McDonald’s and Burger King, but despite the praise heaped upon Wendy’s from fellow marketers — customers seemingly don’t care for branded snark.
According to a new report from Sprout Social, 86 percent of consumers want brands on social media to be honest, 83 percent say they want brands to be friendly, and 78 percent responded brands should be helpful. On the other hand, only 33 percent responded that snark is something they wanted to see from brands on social.
You may have a plethora of 140-character quips in your back pocket that you can’t wait to whip out at a moment’s notice, but before you send an ill-fated tweet, first ask yourself:
- Does this level of snark accurately represent my brand?
- Would our customers rather just see me spending my time being helpful?
1 in 3 consumers have made purchases thanks to sponsored content
Certainly establishing an organic audience who wants to follow and continually engage with your content is optimal, but a survey published by Collective Bias suggests people are willing to not only engage — but also buy — thanks to sponsored content.
In fact, in a survey of more than 2,000 U.S. online consumers, not only did a third of respondents say they have made purchases based on sponsored content, but a near equal amount (34 percent) said they didn’t mind sponsored content as long as the provided information was useful.
The key term here is “useful.” You can’t just sponsor a piece of content and expect consumers to want to make a purchase. The good news for marketers is that sponsored content isn’t as big of a deterrent as some may have once thought.
Facebook provides guidelines to marketers struggling to keep up with news feed adjustments
With news of Facebook’s crackdown on fake news and clickbait reaching publishers, Facebook is trying to minimize any confusion. To assist in this effort, Facebook Vice President of News Feed, Adam Mosseri, shared a blog post this week to reiterate the principles publishers should follow.
For brands who have set out to organically build trust and grow audiences, publishing practices shouldn’t really change at all. However, if you have been on the fringe of best practices, this refresher from Mosseri might be of use.
Among other things, Mosseri encourages publishers to:
- Create meaningful and informative stories of interest to their audiences.
- Focus on posting accurate, authentic content.
- Write clear headlines that don’t mislead or exaggerate.
- Include only accurate information.
— Search Engine Land (@sengineland) May 18, 2017
What you need to know about the 7 unannounced “Google My Business” updates so far in 2017
In the last few months Google has rolled out no fewer than seven new updates to “Google My Business.” Because these updates have not been announced by Google, they also have been underreported.
- Removal of permanently closed listings from the Local Finder.
- Removal of the ability to launch classic Google+.
- The launch of a platform to review business listings edits to Google Maps on desktop.
- Removal of “pending updates” from a listing’s status on Google Maps.
- Rolling out the Snack Pack to more industries.
- Giving businesses access to more data from Insights.
- Actively showing local pack ads on mobile
— Adweek (@Adweek) May 19, 2017
Study: Instagram gives brands 3x greater engagement than Facebook
A study released this week by SocialBakers concludes that brands are getting three times more engagement on Instagram than on Facebook — even when many brands have a larger presence on Facebook.
Of course, while engagement is nice, sometimes your marketing efforts require more than likes or shares to be successful. For example, Instagram doesn’t allow for click-throughs to websites nearly as easily as Facebook does. The savvy marketer will recognize that there is still a place for most brands to have an Instagram and a Facebook presence for the foreseeable future.