Bullseye Buzz: Google, Facebook & Pinterest Adjustments for Marketers
As we roll out of Q3 and head towards both the expected and unexpected marketing needs for a fourth-quarter in 2020, one thing has remained unwaveringly steady; changes are happening. The good news is that it appears that many of the changes in digital marketing are being done for the benefit of the marketer and businesses, not just for revenue streams of the platform. This week features three news stories illustrating that point.
Facebook Business Suite Opens for Small and Medium-Sized Businesses First
Instagram and Facebook publishing, messaging, notifications, and insights, including side-by-side comparisons of paid and organic metrics, are now available in a single location within the Facebook Business Suite. And it’s being rolled out to small and medium-sized businesses first.
Facebook has indicated that having everything in a single location has been a common request in recent months, as small and medium businesses did most of their work on the platforms from home due to COVID-19. Requests indicated that businesses needed everything from posting organic content to responding to feed comments & direct messages in one location for managing pages as efficiently as possible and accessible on mobile devices.
Unlike many past feature implementations, Facebook decided to roll this out to small and medium-sized businesses first. It just happens to coincide with National Small Business Week, September 21-25, 2020.
Check out the Facebook Business Suite introductory page and video here.
Local Businesses You Can Trust on Google with Local Trust Pack
With the COVID-19 pandemic came an immediate boost in searches for local businesses on Google. And with that now comes the Local Trust Pack, which offers local advertisers the opportunity to be vetted and receive a trusted green check-mark next to Google’s business locations, with an additional benefit.
Google is so confident in the value this indicator has, that they’re placing those with the check of trustworthiness atop their search returns. And this is where the value kicks in.
You earn the badges via two different programs, Google Guaranteed and Google Screened. The value to local businesses is not only the verification and inclusion of the check-mark next to the company name; it’s in the access that having it provides to Local Services Ads.
The Pinterest Power of Positivity, According to Pinterest
Pinterest has published a new guide that criticizes other social media platforms and their use of algorithms that reward negative, polarizing content for the engagement (likes, hates, and comments) with additional reach. It also speaks to the power of positivity on Pinterest.
In the guide, entitled “It Pays to be Positive,” Pinterest infographics provide data that suggests that while negativity creates engagement, positivity drives purchases. They’re also throwing shade at other platforms for their volume of political ads, which they claim can dilute ad spends.