Marketing Midday - June 13, 2022
Welcome to Marketing Midday, an up-to-date report of the latest digital marketing headlines. These are
five top headlines:
1. Google’s May 2022 update caused significant rank volatility.
2. The LinkedIn algorithm now penalizes specific actions, such as asking people to like and comment and double-spacing content.
3. TikTok will now allow businesses to manage their accounts through third-party social media management tools, including Hootsuite, Sprinkle, Sprout Social, and others.
4. Pizza Hut and Jimmy Johns are proving the metaverse can go beyond virtual reality by allowing users to earn real-world rewards through various metaverse activities.
5. Yelp has a new “request a call” feature, allowing users to request a call from a business at a specific time.
1. Google’s May 2022 Update Caused Significant Rank Volatility
According to Search Engine Land, Google released its May 2022 broad core update last week. The impact of the update was felt faster than previous updates and caused quite a bit of rank volatility. 17% of websites now ranking in the top 20 Google results were not ranking in the top 20 before the update. This level of volatility is comparable to the November 2021 core update.
2. LinkedIn Now Penalizes Specific Actions
According to Social Media Today, LinkedIn is seeing record levels of user engagement, but feeds are dominated by re-posts from other platforms, spam, and other low interest posting actions. The platform is releasing a new video series over the next several weeks that will address “common misconceptions and assumptions" about the LinkedIn algorithm.
Posts are now penalized if they ask users to engage via likes or reactions. Posts that are double spaced, forcing users to tap to see the full message, are also penalized. Additionally, LinkedIn is limiting the number of polls users see in their feed. To maximize content performance, marketers should stay away from these elements and create relevant, engaging posts that speak to their target audience.
3. TikTok Now Allows Businesses to Manage Accounts Via Third-Party Platforms
If you’re a social media manager, we have great news for you! First reported by Search Engine Journal, TikTok will now allow businesses to manage their accounts through third-party social media management platforms. The initial integration includes Brandwatch, Dash Hudson, Emplifi, Hootsuite, KhorOs, Later, Sprinkle, and Sprout Social. The integration will allow marketers to monitor all their social media accounts from a single platform.
Businesses will be able to use the third-party management platforms to schedule and publish content, as well as monitor conversations in the comments section of their TikTok videos.
4. What Impact Does the Metaverse Have on Real-World Advertising?
Many of us have wondered what effect the metaverse could have on real-world advertising and sales. Marketing Dive reported that Pizza Hut and Jimmy Johns have created metaverse experiences tied to real life rewards. Pizza Hut will be awarding free pizza for a year along with custom NFTs to one winner. Users must explore the Pizza Hut NFT gallery and enter a submission to be considered.
Jimmy Johns has taken a different approach, allowing users to build a custom “Metasandwich” that can be ordered for pickup in the real world and submitted for consideration to become an actual menu item for a limited time.
What does this mean for advertisers? Marketers can bridge the gap between the virtual metaverse and real life by creating rewards and other exclusive offerings for metaverse users.
5. Yelp’s New Update Could Benefit Small Business Owners
Are you a small business owner? Yelp’s new update could generate more qualified leads for your business. Search Engine Land reported that a new “request a call” feature has been added to Yelp. Users can specify a call back time, and businesses must confirm or request a different time.
Requesting a call can prevent businesses from losing qualified leads because of a missed call, while simultaneously eliminating the seemingly never-ending game of phone tag. Small businesses will need to establish a method to ensure they call each customer at their requested time or suggest another time instead.
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Meet the Author
Matt Scroggs
Senior SEO Strategist
Hi, I'm Matt Scroggs, a digital marketing strategist. For two decades I served as the senior digital marketer for several global, iconic brands. Today, I'm the chief marketing officer at RivalMind, an agency 100% dedicated to helping companies thrive by driving transformational growth through innovative digital marketing. I'm also a lifelong Cubs fan, a faithful family man, and a web analytics junkie—relentlessly tracking conversions, loyalty, and advocacy, which are often as elusive as the pennant!
Specialties: Marketing Savant, Idea Guy
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