In this week’s digital news, LinkedIn launches new targeting options, Matched Audiences, Twitter’s ad revenue drops, and mobile ad spend surpasses desktop.
Social Media News
LinkedIn reaches new milestone of 500 million members.
LinkedIn has announced the platform has passed 500 million total registered users across 200 countries. According to LinkedIn, there are 10 million active jobs on the platform, and access to over 9 million organizations. And the top five most connected job functions are human resources, product management, business development, marketing, and consulting.
LinkedIn rolls out Matched Audiences for ad retargeting.
Marketers will now be able to target LinkedIn users in three new ways with Matched Audiences. The first is website retargeting, which targets people who visited a brand’s website. The second is contact targeting, which targets people based on their email addresses. And account targeting, which targets people based on the companies they work for. LinkedIn tested the new options over the past six months with over 370 advertisers across 2,000 campaigns. On average, advertisers using website retargeting generated a 30% increase in click-through rate (CTR), a 32% increase in CTR for those using account targeting, and 37% increase in CTR for contact targeting.
Instagram announces 700 million total users.
The Instagram community has grown to over 700 million. That’s 100 million more users from just four months ago, and 200 million more from nine months ago. At this rate, Instagram could well join the billion user club alongside Facebook, Messenger, and WhatsApp, within the next 12 months. “We’ve made it even easier for people across the globe to join the Instagram community, share their experiences, and strengthen connections to their friends and passions,” says Instagram.
— Instagram (@instagram) April 26, 2017
Pinterest retires the Like button on Pins.
Pinterest is removing the Like button after internal research found that it is easier to understand the platform without it. “Because we have both a Save button and a Like button, it hasn’t always been clear how they’re different,” explains Pinterest. Any Pins you have liked will be moved to a new private board on your profile called “Your Pinterest Likes.”
Twitter’s first quarter 2017 earnings show revenue decline.
In Q1 2017, Twitter’s total revenue dropped 8% year over year to $548.3 million. And its ad revenue dropped by 11% year over year to $473.8 million. Twitter continues to get engagement on ads but at lower prices. Since Q3 2015, the amount of money Twitter makes per ad engagement has gone down 63%.
IAB releases 2016 Internet Advertising Revenue Report.
Mobile ad revenue soars to $36.6 billion, accounting for over half (51%) of the total digital ad spend of $72.5 billion, according to IAB report. The total represents a 22% increase, up from $59.6 billion in 2015. And mobile generated a 77% increase, up from $20.7 billion in 2015. Other highlights include,
- Digital video rose to $9.1 billion, a 53% YoY increase.
- Social media advertising generated $16.3 billion, a 50% YoY increase.
- Digital audio, which was measured for the first time, brought in $1.1 billion in revenue.
Source: IAB/PwC Internet Ad Revenue Report, FY 2016
New study shows video marketing benchmarks.
In a recent study, Vidyard analyzed over 500 businesses, and over 250,000 videos to get insight on how businesses are using video marketing to their advantage. Main highlights include,
- 86% of business-related video views take place on desktop and only 14% on mobile. And the most popular viewing time is Wednesday between 7:00 a.m. and 11:00 a.m. PST.
- The four most common videos are explainers, product demos, how-tos, and testimonials.
- The average video retains 37% of viewers all the way to the end of the video.