Category: Marketing Advice

Checklist for Effective Buyer Personas [Infographic]

Establishing buyer personas is key to maximizing your digital marketing efforts – here are some tips on how to create effective personas.

6 Key Metrics to Track to Help Maximize Your Online Events [Infographic]

Struggling to quantify the ROI of your digital events? Here are 6 key metrics to help you calculate and track the returns, and justify the investment.

Trump Approves Oracle/TikTok Deal, Securing the App’s Future in the US

US President Donald Trump has agreed, in principle, to the terms of Oracle's partnership with TikTok, which will see the app remain in operation in the US.

Snapchat Shares New Insight into Snapchatter Discussion Around the Return of Sports [Infographic]

The return of sports has been a welcome distraction for many, and a new report from Snapchat underlines the value of sports for younger audiences.

Facebook Publishes New Guide for Video Creators

Facebook has published a new guide for video creators, which includes a range of notes on how to engage your online community and maximize video response.

Facebook Outlines How to Make Best Use of its New Video Insights Within Creator Studio

Facebook has provided some new insight into its improved video metrics, available within Creator Studio.

Facebook Provides New Tips on Branded Content and Stories Ads [Infographic]

Facebook has provided some new tips on branded content and Stories ads, based on internal data insights.

US Government Announces Ban on New Downloads of TikTok as Takeover Discussions continue

New downloads of TikTok and WeChat will be banned in the US, as negotiations over the future of the app continue.

LinkedIn Shares New List of Retargeting Best Practices and Tips [Infographic]

LinkedIn has published a new guide to its various retargeting options to help you maximize your campaigns.

Facebook Shares New Insights into the Impacts of COVID-19 on Small Businesses Around the World

Facebook has published the latest version of its Global State of Small Business report, which looks at the ongoing impacts of COVID-19 on business activity.

Pinterest Highlights the Power of Positivity, While Criticizing Engagement-Baiting Approaches, in New Guide

Pinterest has published a new guide which highlights the power of positivity in encouraging people to buy from your business.

Facebook Announces New Rules for Groups to Address Concerns with Misinformation and Hate Speech

Facebook is implementing new rules on groups, after various reports on how Facebook Groups facilitate the spread of misinformation and hate speech.

Twitter Implements New Security Measures to Protect the Accounts of US Election Candidates

Twitter will call on all US election candidates to review their account security as part of a new measure to protect the integrity of the election process.

Oracle/TikTok Deal, Which is Also Set to Include Walmart, Being Assessed by White House Officials

Oracle's deal to become a 'trusted technology partner' for ByteDance-owned TikTok in the US is now before the US Government.

Facebook Launches ‘Facebook Business Suite’, an All-in-One Management Tool for Facebook and Instagram

Facebook has launched a new platform to help small businesses manage their Facebook and Instagram presences from one app.

A Timeline of Facebook’s Legal Actions Against Platform Misuse [Infographic]

In this infographic, we go back to early 2019 and outline every legal action Facebook has taken since in the fight against platform misuse.

YouTube Offers New Ad Tools to Help Marketers Tap into the Rise in YouTube Viewership

With watch time of YouTube content on home TV screens rising, the platform has added some new ad tools to help advertisers reach more specific viewer segments.

Google Adds New Listing Details to Streamline In-Store Purchases

Google has added some new features to its listings for local stores and products to improve the shopping process.

Pinterest Releases New Data on Key Trends Heading into the Last Quarter of 2020

Pinterest has released a new overview of key content trends as we head into the last months of 2020.

A Small Business Guide to Facebook Shops [Infographic]

Facebook and Instagram shops are coming, and they could have a big impact in the eCommerce space.

Facebook Announces New Advances in VR and AR, Including AR Glasses Coming Next Year

Facebook has announced a range of coming AR and VR tools, including its 'Aria' AR glasses and AR ads for Instagram.

Facebook Partners with Coursera on New Social Media Marketing Professional Certificate Program

Facebook has launched a new training program with Coursera to help people get certified digital marketing training.

Facebook Adds New Organic Post Testing Option to Creator Studio

Facebook is rolling out a new testing option for organic video uploads, in order to help Pages maximize video performance.

Facebook Adds New Features to Celebrate Latinx and Hispanic Heritage Month

Facebook is adding some new tools to both Facebook and Instagram to help users celebrate Latinx and Hispanic Heritage Month.

3 Ways Facebook is Supporting Mental Health

2020 has been ripe with change, uncertainty, and endless efforts to manage the uncertain outcomes of our decisions as best we can. Beyond the fear of contracting the virus are the new realities of working from home, virtual schooling, and lack of physical interaction with colleagues, family, and friends. While mask-wearing, frequent handwashing and social distancing have become the norm as a way of avoiding physical illness, ongoing worry and stress continue to exacerbate mental health challenges.

For the one in five who already have mental health conditions – or the one in two who are at risk of developing them – this issue is an important one, arguably as crucial as physical safety. Organizations and platforms continue to show their dedication to this growing issue in a variety of updates. Most recently, as part of this year’s WWorld Suicide Prevention Day, Facebook announced the rollout of several new mental health support updates. Specifically, the platform is introducing new parameters on self-harm related content, utilizing mobile messaging to offer expert support in real-time, and promoting digital literacy on the topic of suicide prevention.

New parameters around self-harm related content

In a recent survey conducted by the Kaiser Family Foundation, more than half (53%) of adults in the U.S. reported their mental health has been negatively impacted due to the coronavirus, up from 32 percent in March. Specifically, respondents reported difficulty sleeping (36%) or eating (32%), increases in alcohol consumption or substance abuse (12%) and worsening chronic conditions (12%) due to increased stress and anxiety.

A separate report from the U.S. Centers for Disease Control and Prevention, conducted this past June, found that one in four young adults between 18 and 24 said they considered suicide in the 30 days prior to the study citing the pandemic as the leading factor. This topic involves a delicate balance by the part of platforms and poses new questions and obstacles that must be carefully considered, specifically what constitutes “harmful” and where to draw the line between what is in violation of platform guidelines or not.

Last year Instagram expanded its ban on images of self-harm and now Facebook is looking to expand upon its already-existing rules regarding self-harm related content. While some content may not technically be in violation of the rules, the platform is working closely with experts to implement restrictions on content including “depressing quotes or memes” to protect those particularly vulnerable during these times. This is a difficult line to walk however, as for some who may not feel comfortable sharing their struggles, quotes or memes may be a useful coping mechanism.

Chat as a vehicle for crisis support

The proliferation of mobile messaging offers brands and platforms a number of opportunities to connect with communities in unprecedented ways.

Recent data from eMarketer shows that in 2020 there are around 2.7 billion mobile phone messaging app users worldwide, and this number is projected to grow to 3.1 billion by 2023. For context, this equates to roughly 40 percent of the global population. During an age of social distancing, the time is now to turn to this trend as an integral way to share resources, insights, and foster connection. In this vein, as part of its recent push to support mental health Facebook is introducing a new, real-time assistance option via Messenger chat.

“Getting people help in real-time is especially important when they are in distress. In the coming months, we’ll make it easier for people to talk in real-time with trained crisis and mental health support volunteers over Messenger,” the company shared in its News blog.

With 1.3 billion people using Messenger to date and with plans officially underway to merge WhatsApp, Instagram and Messenger into a single app, this could be a seamless and non-intrusive way for those seeking help to get access to the resources they need.

Wellness guides and digital literacy resources

In May Instagram announced its ‘Guides’ options for profiles, enabling users to more easily discover content including tips on how to look after your well-being, maintaining connection with others or managing anxiety or grief from their favorite creators and brands.

Building on this, Facebook is launching localized guides offering targeted ways to support those who are struggling. The company pointed to The Suicide Prevention of India’s guide, which emphasizes fostering social connectedness, Mentally Aware Nigeria’s guide catered to having safe conversations about suicide, and Samaritans HK of Hong Kong guide to simple but effective ways to check on your friends and loved ones as examples it seeks to emulate.

Beyond wellness guides, Facebook is doubling down on digital literacy by incorporating Orygen’s #chatsafe guidelines to its Safety Center — the primary aim of the move being to help educators better navigate mental health conversations with their students. In addition, Facebook unveiled its ‘Get Digital’ digital citizenship and wellbeing program featuring a microsite of courses spanning key themes of connection, empowerment, and engagement.

In tandem with the new program, Facebook will host a series of live events throughout this month September tackling a variety of key concerns in the midst of an abnormal academic year — the first of which will leverage insights from the JED Foundation to address mental health.

Mental health has been a prominent and recurring topic in recent months but one worth keeping at the front of our messaging and stories. As marketers, we play an instrumental role in helping remove the stigma and making the practice of digital empathy more mainstream. Creating shared understanding and experiences in an age of social distancing has its challenges, but there are also tremendous opportunities for how can we use the power of technology to address these issues.

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