January marketing roundup: Facebook starts 2018 with big announcements

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A roundup of the latest marketing trends and interesting statistics to help you stay abreast of the latest trends.

Facebook’s big algorithm update

The social media giant began the year by announcing that it would be changing its news feed algorithm to prioritize content from “friends, family and groups.”

“As we roll this out,” Mark Zuckerberg wrote, “You’ll see less public content posts from businesses, brands, and media. And the public content you see more will be held to the same standard—it should encourage meaningful interactions between people.”

This means that most brands are likely to see a drop-off in organic reach. In order to continue reaching customers it’s important for brands to create quality content which sparks genuine conversations between friends. This includes asking the audience questions and engaging them in conversation.

Users can now opt-out of remarketing ads

This month Google announced that it is expanding the number of places where its “Mute this Ad” functionality will be available. In addition it will be applying the functionality across devices. Once a user tells Google they don’t like an, it will stop displaying across all devices that the user is logged into. This gives users to hide ads that are not relevant to them. This presents a challenge to marketers, as remarketing campaigns can be very effective if implemented well.

Facebook is going local

Another change from Facebook is that it will now prioritise local news. In its latest announcement the company says users will see more posts from local sources “so that you can see topics that have a direct impact on you and your community and discover what’s happening in your local area.”

Zuckerberg believes that “Local news helps us understand the issues that matter in our communities and affect our lives. Research suggests that reading local news is directly correlated with civic engagement.”

The new Search Console

Google announced that it will be releasing a beta version of a new Search Console experience to all users. The functionality will include Search Performance, Index Coverage, AMP status, and Job posting reports. Data analysts will be delighted that the new Search Performance report will now include 16 months of data – an improvement from the current three months. This will make it easier to analyse longer-term trends and enable year-on-year comparisons.