Weekly Digital Breakdown

Twitter Increases Efforts to Thwart Cyberbullies

Cyberbullies beware, Twitter has appointed themselves the new sheriff in town. As concerns have mounted about abusive tweets and the reliance on other users to report offensive behavior, Twitter will now be preemptively deleting tweets it deems unacceptable. In addition, they will also be more closely monitoring new accounts created by previously suspended users and once again removing their access in an effort to silence harassers.  

With keyboard warriors gaining confidence behind anonymous handles and relentlessly harassing those with differing opinions, Twitter is working to detoxify the platform to provide a better user experience. To further combat trolls, they will also be testing a mute button that will allow users to hide replies to their tweets as they deem necessary.  

The abusive behavior found on Twitter not only impacts users, but is a growing concern for advertisers.  Brands want to distance themselves from offensive tweets or controversial topics as to not segregate their audience. These additional efforts will provide an added level of security.

This news is a big step toward proactively providing a safer environment on Twitter for all. With algorithms in place as well as real people monitoring online behavior, the platform is already seeing a significant reduction in user alerts of abusive behavior.


Facebook Improves Management for Advertisers

Good news for Facebook advertisers.  A rollout began this week introducing improvements to Ad Manager, the interface used for campaign set-up .  The update includes simplified design and navigation to streamline campaign management. It will provide more visibility into campaign breakouts and performance as well as flexibility with ad-level creative and placement editing tools.  

The announcement also included plans to update Facebook Business Manager later this year to increase campaign setup efficiency for agencies. The changes will include easier onboarding, enhanced features for historical reporting and new organization processes for assets to allow easier accessibility for approved users.

The updates are intended to streamline campaign management. These modifications combined with the recent introduction of the cost cap bidding strategy exemplify Facebook’s efforts help advertisers focus on a combined goal of driving conversion volume and controlling costs.


Amazon Launches Free Ad-Supported Streaming Music Service

Amazon is planning to enhance its streaming music platform with talks of a free ad-supported music service set to launch this year. While currently only subscription options are offered, the new service would be an effort to compete with streaming services such as Pandora and Spotify. To further entice record labels, Amazon has offered to pay a per-stream licensing fee, regardless of advertising sales, as it’s confident the addition will result in exponential growth.

The new service compliments Amazon’s current hold on the smart speaker audience, which is now up to 70% of total users. This base, along with extensive first party data of its members, would also give the streaming services unparalleled targeting access for audio advertisers, further extending its reach in the digital marketing space.  

While it’s uncertain how many paying subscribers Amazon’s music service currently has, estimates are approximately 20 million, which is about half of Apple’s paid subscription base. However, the move to free streaming is predicted to position Amazon to be the fastest growing music service by the end of 2019.