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Facebook Limits Branded Reach… Again | #SYSK

Lisa Braziel.
By: Lisa Braziel  |   May 31, 2014  |   View Comments

Yahoo Jumps on Video

In an effort to compete against YouTube, Yahoo plans to premiere a rival video service later this summer. With YouTube’s 1 billion unique monthly visitors and thousands of advertisers, how can revenue-stagnant Yahoo differentiate its newest video initiative? While many features of the new product will be similar to what’s currently offered on YouTube (individual channel pages, hosting, embeddable video, etc.), it’s the company’s promise of fixed advertising rates and generous revenue splitting that would potentially set it apart to marketers and video creators alike. As Yahoo works out the details of future contracts and promotion, we can only hope this effort will be less disappointing than its 2013 logo redesign.

Facebook Limits Branded Reach, Again

Facebook’s habit of constantly changing News Feed algorithms has become commonplace for users and advertisers. But marketers should be concerned over Facebook’s latest change, announced Tuesday. Now, stories that are shared implicitly by third parties or apps will receive a lower ranking in the News Feed. Because explicitly shared stories get more engagement and are usually “more interesting,” according to Facebook, it plans to prioritize them over automatically shared ones. This change is in direct opposition to Facebook’s strategy of “frictionless sharing” announced a couple of years ago, that made it easier for users to share activities, and made it more possible for brands to achieve reach on Facebook.

Twitter’s Slowing Year-Over-Year US User Growth

Ambitious Twitter execs had been anticipating their netowrk would reach 400 million users by 2013. However, a recent report by eMarketer suggests that number will actually be met closer to 2018, and that future U.S. growth will eventually taper off into the single digits. Whoops! So perhaps their estimations were just a little off. The question is, what exactly is causing Twitter’s growth (at least within the United States) to plateau? The answer isn’t clear, but Digiday points to the constant comparisons made between it and Facebook, the only other publicly traded social media company. While Twitter is showing strong growth in emerging markets, it will have some catching up to do: Facebook is predicted to continue to lead in advertising revenue, audience size, growth rates and user penetration.


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