Bullseye Buzz: Instagram Hashtag Hiding, Budget Shoppers Redefined
We’ve entered the final two months of 2020. People are voting, holiday shopping, and making Thanksgiving plans as much as they can be this year. And digital marketers are trying to help retailers and customers connect in ways they haven’t in the past. Place it all into a cornucopia, and you have this week’s Bullseye Buzz.
Hashtags on Hold
Instagram has temporarily suspended all recent hashtag searches to stem the flow of misinformation surrounding the election. And as news outlets speculated, that we may not have results for at least a few days, this hashtag-hold may last a little while.
Users are still able to see the top posts using that particular hashtag.
Why does this matter to brands and marketers? Firstly, there may be a reduction in engagement and reach as new posts in searched hashtags won’t be found. Secondly, if you’re looking for the relevance of hashtags for your brand, product, or service, it will be challenging to determine who’s using that hashtag recently and for what purpose.
As we near the U.S. elections, we’re making changes to make it harder for people to come across possible misinformation on Instagram.— Instagram Comms (@InstagramComms) October 29, 2020
Covid Creates New Coupon Cutters
The days of the coupon-cutting elderly woman stereotype are over. The pandemic has created new categories of “budget shoppers,” and some of them may be somewhat surprising.
The number of price-conscious men is up 14%, and parents are up 60%. The majority of them are millennials making more than $100k annually. These new budget shoppers are still highly interested in the values of the companies they spend their money with, unlike most shoppers who have been willing to consider alternative brands during this time.
According to the full report, this may lead to new long-term brand loyalty.
Microsoft Announces Free Analytics Tool
Dubbed “Clarity,” the new, free web analytics tool from Microsoft, shows what people are doing on your website while maintaining their privacy.
Clarity offers heatmaps, session playbacks, and an insights dashboard, all without user caps while remaining GDPR compliant. You’ll see cursor movements, hot and cold link click areas, and relatively deep insights dashboards with filters with this new tool.
You can sign up for Microsoft Clarity here.
Microsoft Clarity https://t.co/4s1XQ2ENWK a free-to-use analytics product scaling to large web sites is now available for all customers ! Like Site Explorer https://t.co/OjusEwlnls Microsoft Clarity offers a great way to get more customers by optimizing your web sites. pic.twitter.com/W2QHlqWUMa— Microsoft Bing Webmaster Team (@BingWMC) October 28, 2020