In this week’s digital news, Airbnb recommends travel destinations using DNA, Rotten Tomatoes requires ticket verification for audience ratings, Google announces food delivery partnership, and more.
Airbnb teams up with 23andMe
Early yesterday, Airbnb announced a new partnership with the biotech firm 23andMe to integrate ‘heritage travel’ recommendations into users’ experiences. 23andMe has become known for its personalized reports on family health and history. Recently, they found that most customers have at least five locations within their ancestry compositions, providing many travel opportunities. Airbnb saw a rise in heritage travelers using its platform by 500% in the past five years as well. With these insights, 23andMe customers will be able to search for Airbnb homes and experiences located in their ancestral countries and populations. Airbnb will dedicate its page results with those parallel to 23andMe’s genetic regions. These include in Sub-Saharan Africa, North Africa and West Asia, Central America and Mexico, among others. Airbnb’s co-founder and chief product officer Joe Gebbia is proud to partner with 23andMe and help people “plan trips as unique as their DNA.”
Rotten Tomatoes verifies ticket buyers for audience ratings
Rotten Tomatoes revealed its plan this week to keep “review-bombing trolls” at bay by requiring a ticket verification from audience reviewers. The review platform hopes this change will help prevent future skepticism viewers may feel over Audience Scores and user reviews, since they will be able to see if reviewers actually saw the movie. Now, a movie’s page will have verified ratings as the primary Audience Score. However, users can still access non-verified ratings by clicking the “more info” option. Users can also choose to see only verified audience reviews, or all reviews as well.
As of now, reviewers can only verify ticket purchases through Fandango; but purchases through AMC Theaters, Regal Cinemas, and Cinemark will roll in later this year. Although Fandango owns Rotten Tomatoes, the ticket company assures that they have no intention to use the feature as a way to sell more tickets. Rather, their primary motive is to help eliminate “review bombs,” that attack films scores and dissuade people from not seeing films for faulty reasons.
Google brings DoorDash and Postmates to Assistant and more
Google recently confirmed that users will be able to make food orders from restaurants by connecting delivery apps with Google Assistant, Google Maps, and search results. This partnership brings big food delivery companies on board such as DoorDash, Postmates, Delivery.com, Slice, and ChowNow. Using Google Assistant on a smartphone, customers can request deliveries by saying, “Hey Google, order food from ___.” Or, repeat previous orders by saying, “Hey Google, reorder food from ___.” As of yesterday, users have access to the “Order Online” feature as well. Which is located beside on-screen results with Google Assistant on their smartphone. When users open the feature they can scan the menu and place orders. Assistant can also give information on local businesses, such as address and hours. And as expected, payments will go through Google Pay. According to a company spokesperson, this food service will be available in thousands of cities across the United States.
LinkedIn follows Facebook’s lead with ad transparency tab
LinkedIn announced this week the addition of a new ad transparency tab for LinkedIn company pages. With platforms such as Facebook creating tools that give users more information on the ads targeting them, LinkedIn followed suit. They too want to help users understand why certain ads are targeting them. Along with who exactly is targeting them, as well as information on the various campaigns a company may be running. The new ad transparency tab will also help LinkedIn continue its efforts to remove political propaganda from users’ feeds. In addition, this feature benefits social media marketers and businesses with open access to insight on what competitors are doing on the social platform and how they employ LinkedIn ads. The company noted that this feature is the first of many updates in regards to LinkedIn’s ad transparency efforts.
Instagram shares progress on link sharing option for Stories
Earlier this week, a report revealed the progress of a new link share tool Instagram has in development for its Stories feature. Although Instagram has been experimenting with this tool since January, only a few expert engineers have seen versions of the link share tool within the app’s coding. As of now, the status of the link share option is uncertain. However, this tool could provide great promotional opportunities for brands on the social platform. By incorporating a link, business owners and marketers could promote their Story in various ways. As an email newsletter, as an email signature, and even on other social platforms. Even though many brands have shown hesitation towards Story promotion due to its finite 24-hour lifespan, the appeal is undeniable. The tool could create a wide range of off-platform strategies to help engage people.
Published on May 24, 2019