Weekly Roundup #110 – Facebook Drops, YouTube Ads & Tech Boosts

Did you catch last week’s roundup where we talked about the cost of fraudulent apps, optimising for voice searches and how to approach content curation? If not go check it out. If so, let’s take a look at this week’s news.


8% Drop in Teens and Young Adults Using Facebook

Facebook's Diminishing Popularity
Source: Tech Crunch

eMarketer will publish their much anticipated report on UK digital users later this month, and their research has shown that teens and young adults are moving away from Facebook. Finally.

In 2018, 2.2 million individuals aged between 12 and 17 used Facebook regularly, which is an 8% drop from the estimates. In 2018, 83% of social network users aged 18-24 will use Facebook, which is expected to drop to 81.5% by 2021.

Facebook is still overwhelmingly popular, with 32.6 million users in the UK, however the drop in younger users suggests that rival platforms, such as Instagram, Snapchat and Twitter may be gaining in this area. Snapchat is growing quickly, having doubled its users in the past three years – now with 43% of all UK social network users having a Snapchat account. That’s despite their beef with Rhianna.

Bill Fisher, eMarketer’s UK senior analyst, notes that,

“Facebook’ has a ‘teen’ problem [and] this latest forecast indicates that it’s more than a theory. And whereas it’s been able to rely on platform shifters being hoovered up by Instagram, there are now some early signs that younger social networkers are being swayed by Snapchat. The challenge and opportunity for Snap is how to appeal beyond that core youth demographic.”


The GDPR and YouTube: The Platform no Longer Allows Access to Third-Party Ad Serving

Just a month before the GDPR comes into effect, YouTube will no longer allow access to third-party ad serving and pixel tracking. YouTube stated that the company would,

“no longer support third-party ad serving on reserved buys in Europe beginning May 21, and it will assess whether to extend that policy globally.”

All advertisers that are not using Google-owned DoubleClick Campaign Manager (DCM) to host their videos are requested to ‘retraffic their ads’ by the 21st May so as to ‘avoid any downtime in delivery.’

A spokesperson for the company explained that,

“When the GDPR comes into effect, publishers will need the ability to choose the vendors they work with to measure and serve ads shown on their sites and in their apps. In coming weeks, we will be giving publishers new tools that they can use to choose vendors that have certified they are GDPR-compliant.”

There has been concerns that YouTube’s new GDPR-related policies are simply a way for them to favour their own ad tech, giving the company a huge advantage as they would have a lock on serving and tracking ads on YouTube…


JD Wetherspoons Deletes All of its Social Media Accounts

The JD Wetherspoon pub chain has over 900 branches in the UK, and this week their Chairman, Tim Martin, has announced that it has closed down its Twitter, Facebook and Instagram accounts.

In a statement by Martin, he explains the decision stating that,

“It’s becoming increasingly obvious that people spend too much time on Twitter, Instagram and Facebook, and struggle to control the compulsion. We will still be as vocal as ever through our Wetherspoon News magazine, as well as keeping the press updated at all times.”

It seems, however, that the decision by JD Wetherspoon to remove themselves from social media may not have been so high-minded. Their social media impact is very small, with just 44,000 followers on Twitter and 100,000 on Facebook – and most of the activity on these sites consisted of complaints and bad reviews.

By deleting their accounts, the company can also delete their unflattering content.


How Tech Can Boost Your Revenue

The eCommerce team is vital for online retailers. Yet they are normally operating with gut-instinct and best practice rather than expertise that allows them to focus on what is most important.

Meaning that a lot of valuable time can be wasted by well meaning but under-trained eCommerce teams, making unproductive changes and irrelevant optimisation tests.

Newly developed UX analytics tools and AI prediction engines are one way to combat unproductive behaviour, as these resources provide brilliant insights that can be actioned by the team.

Using AI and analytics will mean that the eCommerce team will be able to see what content performs best with their customers – and can track how changes or tweaks affect its success and impact on the business.

Large companies that are using data to inform their content are seeing the benefits. Through data exploration a company can quickly and more deeply understand their customers, and know more accurately which type of content, which changes to the customer journey and what new branding will work for them.

The speed at which a company can respond to the insights from their data, the better – and AI prediction engines and UX analytics tools offer their insights extremely quickly. These tools also offer information and insights that are specific to your company, which is far more valuable than relying on generic market trends.

Bringing these tools and technologies into your company will empower the marketing and eCommerce teams to do the best work that they can.


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Sebastian Paszek

Marketing manager

Controlling the chaos of the digital landscape, Sebastian is a multiplatform executive, project manager and photographer.