SO MOnday: 25th April 2016
Emma Saddleton and Abbey Torrance round up this week’s latest social and mobile news, including Spotify and Game of Thrones and Facebook’s alterations to News Feed.
For those who may have missed it, Game of Thrones is returning to screens tonight at 9pm (or 2am this morning if anyone stayed up to watch it first). Anticipating the release, Spotify has launched a campaign offering users the opportunity to match themselves to a GOT character based on the genres of music they listen to. If you’d like to find out who your musical soulmate is find your character here. The platform previously launched a similar quiz for the release of the latest Star Wars film.
Digital Ad spend grows at fastest rate in 7 years
The IAB’s finalised results are now in revealing that UK digital ad spend grew by 16.4% in 2015. The IAB website carries the full report but the key takeaway is that this is the highest level of growth seen in seven years. The growth has been driven by mobile, accounting for 78% of overall growth and increasing by 60% year-on-year.
Brands seem to be shifting towards investing in engaging formats. The research showed a 51% growth in video ads whilst social media grew by 45% YoY.
Facebook announces News Feed changes
Facebook have announced further alterations to their algorithm to help improve users’ newsfeeds by putting a greater emphasis on engagement time. According to a blog post last week, Facebook will now be monitoring the time a user spends viewing an article and will also work to ensure a diversity of page posts (rather than one user seeing multiple pieces of content from one source).
Facebook had already started to monitor for ‘click-bait’ or disappointing content – observing to see if users click through to an article but then return immediately to the platform - so this latest change seems part of an ongoing quest to improve experience. Facebook anticipate the changes will have a minor impact on referral traffic, though some may question if length of time is a true measure of quality engagement.