By Mark Eting
Bullseye Strategy Special Correspondent
The theme of the week in Facebook/Instagram-land has been cracking down on two of the things that make social media a scary place: bullies, and fraudulent health claims. (So if you’ve ever been picked on by a fat-shaming Instagram bully then tried to lose weight by ingesting raspberry ketones, this is your week of redemption!) In other exciting news, if you haven’t seen many TV ads recently for your local veterinarian or carpet installer, it’s because they wised up to the fact that digital offers much more bang for the local business buck.
IG Says “Bye” to Bullies
Instagram has just released two anti-bullying features: a warning to users who post potentially hurtful comments, and the ability for users to restrict people from publically commenting on your posts. Mashable says bullying has long been a thorn in Instagram’s side, and it’s gotten even worse as the platform’s popularity has increased with teens.
Facebook Unfriends Fake Health Claims
You know those social media ads promoting lose-weight-without-dieting schemes, lotions that will massage away your crepey neck wrinkles, or essential oils that cure serious diseases? You won’t be seeing many of them on Facebook anymore, thanks to a recent News Feed algorithm update that reduces the reach of posts that make false health claims. This announcement comes on the heels of Facebook’s pledge to weed out misinformation about vaccines. How’s a snake-oil salesperson supposed to earn a living in this new era?
Local Businesses Bring Their Ads Online
Those of us who are old enough to know what the Jennifer haircut from Friends looks like probably have vivid memories of car salesmen, law firms and even veterinary hospitals and salons advertising on local television. Today’s consumer knows broadcast advertising as more of a big-brand play, and a recent Zenith study found that local businesses now advertise almost exclusively online. There’s no question that online advertising via paid search, programmatic and social media is a better bang for the buck than a TV spot. Nevertheless, we will miss some of those legendary local TV commercials (especially “We Got Scooters!”)
“Mark Eting” is the pen name of the Bullseye Strategy team. Check back with us next week for more news on what’s buzzing in the digital marketing industry.