appture-digital-media

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Here’s Everything You Need to Know About Instagram’s Twitter Alternative, Threads (For Now)

Threads has quickly become the fastest-growing social media platform in history since its launch on July 5. Within the first hour alone, it received an astounding five million sign-ups, a remarkable feat accomplished just three months after Meta confirmed its development as an alternative to Twitter. The buzz around Threads is making waves among marketers who have been distancing themselves from Twitter since Elon Musk's takeover last year, resulting in a significant 59% drop in ad spend in the US. Marketers are now exploring new platforms to host their campaigns without compromising reach or quality. What is Threads? Threads is a new social networking app operated by Mark Zuckerberg's Meta Platforms. Closely integrated with Instagram, the app is currently only available on iOS and Android devices. Meta has described Threads as "Instagram's text-based conversation app." Threads offers users the opportunity to post updates, share text, images, videos, and interact with other users' posts through likes, reposts, and replies. On the app store, Threads is described as: " where communities come together to discuss everything from the topics you care about today to what'll be trending tomorrow." "Whatever it is you're interested in, you can follow and connect directly with your favorite creators and others who love the same things – or build a loyal following of your own to share your ideas, opinions, and creativity with the world." While the app shares similarities with Twitter, Zuckerberg has emphasized the key difference of focusing on "kindness" and being "friendly." In a post on his Threads account, he wrote: "The goal is to keep it friendly as it expands. I think it's possible and will ultimately be the key to its success." "That's one reason why Twitter never succeeded as much as I think it should have, and we want to do it differently." "We are definitely focusing on kindness and making this a friendly place." It's important to note that Threads is closely integrated with Instagram, to the extent that users cannot sign up without an Instagram account. How Many People Have Joined Threads? Since its launch, more than 100 million people have signed up for Threads. Mark Zuckerberg himself celebrated this milestone on his Threads account, stating: "Threads reached 100 million sign-ups over the weekend." "That's mostly organic demand, and we haven't even turned on many promotions yet." "Can't believe it's only been five days!" For context, when Instagram launched as an independent platform in 2010, it took a week to reach just 100,000 users. What Brands Have Signed Up to Threads So Far? Nine out of the top ten retailers, including Walmart and Kroger, have activated their accounts on Threads, according to the National Retail Federation. The only retailer yet to do so is Costco. Among the top five consumer brands, only Reese's has activated its account. Similarly, among the top ten fashion brands, only Nike has signed up. Advertisers are being cautious, waiting to see how Threads develops before making commitments. However, other major names, including Calvin Klein, Kith, Allbirds, Shein, and Uniqlo, have been quick to sign up and already have active accounts. Which Celebrities Have Joined Threads? Several famous faces, including Oprah, Jennifer Lopez, Kim Kardashian, Shakira, and Sarah Jessica Parker, have joined Threads. Sarah Jessica Parker, known for her role in "Sex and the City," announced her presence on Threads via her Instagram account, expressing her hopes for the platform: "I am giddy with the hope that @threadsapp will be a new opportunity to continue to share book titles, images of my day in NYC and elsewhere, support for our libraries, a divinely cooked thin-cut pork chop on the bone, or anything else I think deserving of your time. "I hope that @threadsapp might prove to be a platform where folks are kind, thoughtful, don't feel encouraged to be mean, aggressive, or hostile... this could be a new day." Will Threads Have Ads? Currently, marketers cannot purchase ad space on Threads. However, according to Axios, the Instagram team is working on making branded content tools available in the near future, with the expectation that ads will be introduced when Threads reaches a critical mass. In the meantime, marketers are advised to disclose paid partnerships clearly using hashtags or text. It's worth noting that Meta's other brands, such as Instagram, initially launched without ads but eventually integrated them, becoming a significant source of revenue. Why Isn't Threads Available in the EU? Although Threads is available in over 100 countries, it is not currently accessible in the European Union. This is due to concerns that its data privacy operations do not comply with the EU's Digital Markets Act. Carissa Veliz, an associate professor at the Institute for Ethics in AI at the University of Oxford, voiced her concerns, stating: "Meta has not only not changed its business model, it continues to want to do targeted ads, essentially surveillance advertising." "To that end, the company is trying to collect as much data as possible and trying to continue in the same direction as it has from the very start despite all the scandals, despite the public backlash, despite warnings from regulators, despite fines. It's not reimagining its business model to make it a more respectful business model towards users." "It can include sexual orientation, race, and ethnicity, biometric data, trade union membership, pregnancy status, politics, religious beliefs. And all these data can potentially be sent to third parties." There are currently no plans to launch Threads in EU countries. However, Meta is awaiting further guidance regarding the Digital Marketing Act from the European Commission, with more details expected in September. How Will Threads Track Its Users? Threads will collect a vast amount of information about its users, similar to how Meta's other platforms, Facebook and Instagram, do. This includes sensitive information such as health and fitness data, financial information, location, browsing history, search history, home address, email address, phone number, cameras, photos, IP information, device type, and device signals. Additionally, Threads stores data on how users interact with posts and whom they follow. This level of detail raises concerns about data privacy among EU officials. Is Threads Safe? Threads enforces Instagram's Community Guidelines for content and interactions. Users must be at least 13 years old, and those under 16 (or 18 in some countries) will automatically have a private account by default. However, parents are still advised to monitor their children's online activities. Users have the option to filter their settings, giving them control over who can reply to their texts. They can also block unwanted accounts, and any accounts blocked on Instagram will be automatically blocked on Threads as well. Meta has invested over $16 billion in protecting people using its platforms since 2016 and has stated that safety remains a top priority on Threads. What Can You Search for on Threads? Unlike Twitter, Threads currently does not allow users to search for hashtags or topics. Currently, users can only use the search tool to look up other users, whether they already follow them or not. When profiles appear in Threads' search results for users who don't already follow them, users have the option to instantly follow them or view their full profile. Why Do You Need an Instagram Account to Join Threads? Meta announced that Threads would be linked to users' Instagram accounts. They explained this decision on the Instagram blog: "Our vision with Threads is to take what Instagram does best and expand that to text, creating a positive and creative space to express your ideas." "Just like on Instagram, with Threads, you can follow and connect with friends and creators who share your interests – including the people you follow on Instagram and beyond." "The benefits of open social networking protocols go well beyond the ways people can follow each other. Developers can build new types of features and user experiences that can easily plug into other open social networks, accelerating the pace of innovation and experimentation. Each compatible app can set its own community standards and content moderation policies, meaning people have the freedom to choose spaces that align with their values. "We believe this decentralized approach, similar to the protocols governing email and the web itself, will play an important role in the future of online platforms." "Threads is Meta's first app envisioned to be compatible with an open social networking protocol – we hope that by joining this fast-growing ecosystem of interoperable services, Threads will help people find their community, no matter what app they use." How Can You Change Your Username on Threads? As Threads' profile is connected to users' Instagram accounts, certain details, including the name and username, are transferred between the two platforms. To change the username on Threads, users need to change their Instagram username. They can do this by following these steps: - Tap the profile icon in the bottom right-hand corner to load the profile. - Select the 'Edit Profile' button located underneath the bio. - Enter a new Instagram username in the Username field. - Once the new username is entered, select the checkmark in the top right-hand corner to save the new settings. Are There Any Posting Limitations on Threads? Threads imposes limitations on posts and videos: - Posts: Users can share posts with a maximum of 500 characters, including links, photos, and videos. - Videos: Videos must not exceed five minutes in length. How Does Threads Work? Threads is a user-friendly app that operates similarly to Twitter. Here's a step-by-step guide to get started: - Ensure you have an Instagram account. If not, you'll need to sign up. - Download the Threads app and sign in using your Instagram login details. - Upon logging in, the app will ask if you'd like to follow the same accounts you follow on Instagram. - The app will then suggest other profiles to follow based on your interests. - Begin using the app. Your feed will display a combination of posts from people you follow as well as recommended content. You can engage with these posts by liking, replying, reposting, or quoting them. - Similar to Twitter, you can also share posts, videos, and pictures on your own profile. How Do You Delete Your Threads Account? To deactivate your account, go to your profile tab, access the settings menu in the top right-hand corner, and press the 'Account' button. You will then be asked if you would like to deactivate your profile. Deactivating your profile will render your previous posts and interactions invisible on Threads. However, it will not impact the data collected or affect your linked Instagram account. If you deactivate your Instagram account, your Threads account will also be deactivated. Reactivating your profile is as simple as logging back into the app. If you wish to delete your account instead of deactivating it temporarily, you will need to delete your Instagram account. Is Threads Replacing Twitter? Meta CEO Zuckerberg believes Threads will eventually surpass Twitter, but acknowledges that it will take time. "I think there should be a public conversations app with 1 billion+ people on it," he said. "Twitter has had the opportunity to do this but hasn't nailed it. Hopefully, we will." Since its launch, Threads has already demonstrated promising success. During its first two days, Twitter traffic was down 5% compared to the same period a week earlier, and 11% compared to the same period the previous year, according to web analytics company SimilarWeb. Read the full article

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Fake Reviews Finally Get Regulated. FTC proposes new rules to crack down on bogus online review companies

The web is being plagued by fake reviews, tarnishing its credibility. However, there is a glimmer of hope in the fight against this issue. The Federal Trade Commission (FTC) has proposed new rules to crack down on businesses involved in purchasing, selling, and manipulating online reviews. If these rules are approved, they will come with a significant deterrent: a fine of up to $50,000 for each fake review, every time a consumer encounters it. It's essential to recognize that technology is not always on our side, but we are. We've all witnessed the abundance of suspicious five-star reviews for mediocre products. Some merchants even offer incentives to customers for leaving positive reviews. This fraudulent activity undermines our collective power as consumers. Have you been a victim of fake reviews, wasting your time or money? Reach out to me via email. Consumer advocacy groups and researchers, like U.S. PIRG, estimate that as much as 30 to 40 percent of online reviews are fabricated or not genuine. However, the prevalence of fake reviews can vary depending on the product and website. This problem is fueled by global enterprises dedicated to generating fake reviews for scammers and merchants seeking shortcuts. With the rise of artificial intelligence, exemplified by ChatGPT's remarkably human-like writing, the issue is poised to escalate. Until now, the federal government has typically addressed the problem through individual lawsuits, dealing with cases on a piecemeal basis. However, the FTC's recent move marks its most significant step to combat the rampant market for fake reviews. The proposed rules by the FTC aim to clarify and establish boundaries. They specifically target reviews that misrepresent someone's experience with a product, claim to be written by non-existent individuals, or are authored by insiders without proper disclosure. The rules hold not only the writers of fake reviews accountable but also the middlemen facilitating their procurement and the companies knowingly paying for them. There are certain gray areas. For instance, businesses can still ask their genuine customers to leave reviews, as it remains a critical tool for small enterprises to build their online reputation. Additionally, the rules do not explicitly prohibit offering legitimate customers a gift card for leaving a review, as long as it doesn't coerce a specific opinion. However, it is advisable to disclose such incentives, particularly if the monetary value is significant. The rules also target other dubious practices, including review "hijacking" and running websites that claim to host independent reviews while covertly promoting their own products and services. Businesses are also barred from suppressing negative reviews through intimidation or legal threats. According to Samuel Levine, director of the FTC's Bureau of Consumer Protection, deterring such practices is crucial, ensuring that those engaging in deceptive practices are aware of the severe consequences. In addition to the potential $50,000 fine per case, the FTC would be empowered to directly retrieve compensation for consumers harmed by fake reviews. Enforcing these rules poses a challenge, as the FTC's resources remain unchanged. While codifying the rules could streamline the legal process, pursuing offending businesses based overseas might still present obstacles if those countries lack a history of cooperation with the FTC. Consumer advocates argue that addressing the broader fake-review economy is essential for a comprehensive solution. Social media platforms like Facebook and Twitter provide easy avenues for companies to recruit and hire fake-review writers. Facebook has taken down some fake review groups, and Amazon has sued leaders of over 10,000 such groups. However, the FTC's rules don't extend liability to social media or review sites unless these platforms are directly involved in procuring fake reviews. Furthermore, there is no requirement for sites to verify users' identities or their actual product usage. Companies like Yelp, Google, and Amazon have significant control over the content published on their platforms and possess valuable information about review authors. They determine which reviews are displayed, the level of proof required, and profit from their presence. Nevertheless, the FTC's rules do not hold review sites and retailers liable unless they are directly engaged in obtaining fake reviews. These companies claim to take the issue seriously, with Amazon reporting that it blocked over 200 million suspected fake reviews in 2022 and Yelp labeling 19 percent of reviews as "not recommended." Recently, Google filed a lawsuit against an individual and a company for posting 350 fraudulent Google business profiles and supporting them with over 14,000 fake reviews. However, these efforts may not be enough. Kay Dean, who operates the organization Fake Review Watch, points out that she can identify thousands of fakes manually in a single day. Without stronger incentives for self-policing, these companies are unlikely to take comprehensive action. One suggestion is for review sites to be more transparent about removing fake reviews. This would enable consumers and external investigators to better track the activity. Saoud Khalifah, founder of Fakespot, proposes that we deserve more data and transparency regarding the reasons behind displaying certain review content. The major review sites should no longer offer excuses. Regardless of the liability regime, it is in the interest of consumers and businesses utilizing these platforms for these companies to enhance their efforts in policing the issue. They possess the most visibility into what transpires on their platforms, often having the best opportunity to curb fraudulent activities. The FTC's Levine calls for these companies to do more, emphasizing the need for increased vigilance and action. The proposed rules by the FTC represent a crucial step toward combating fake reviews. While they don't address all the underlying challenges, they establish clearer boundaries and empower the FTC to take action against those involved in deceptive practices. By holding accountable those responsible for fake reviews and facilitating their circulation, we can restore trust and integrity to online platforms, fostering an environment that empowers consumers with genuine information. Read the full article

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Using ChatGPT for Enhanced Google Ads Campaign Creation

ChatGPT has the potential to revolutionize the way PPC marketers design their Google Ads campaigns. By leveraging this powerful language model, marketers can benefit from improved strategy development, cost and time savings, customized ad creation, and enhanced efficiency. This article explores how ChatGPT can be harnessed to create better Google Ads campaigns. Target Audience Insights Understanding the target audience is critical for running successful Google Ads campaigns. ChatGPT provides valuable insights into the target audience, enabling marketers to refine their campaign targeting and reach the right people at the right time. Here are some ways ChatGPT can assist: - Demographics and Interests: Analyzing the characteristics of the ideal target audience and identifying relevant demographics and interests for better engagement. - Audience Segmentation: Assisting in segmenting the audience based on factors like demographics, interests, or buying behavior to create personalized campaigns. - Competitor Research: Understanding competitors' target audience demographics to identify market gaps and differentiate ad campaigns. By leveraging ChatGPT's target audience insights, marketers can refine their campaign targeting, distinguish their ads, and create personalized campaigns that resonate with the audience, leading to increased engagement and conversions. Keyword Research and Ad Group Creation Choosing the right keywords and organizing them into well-structured ad groups is crucial for campaign success. ChatGPT can assist in generating relevant keywords and structuring ad groups effectively. Here's how ChatGPT can help: - Top Keywords for Your Industry: Analyzing industry data and suggesting high-volume and relevant keywords to drive valuable traffic to the website. - Keyword Grouping and Organization: Providing suggestions on grouping keywords based on themes, relevance, or search intent to ensure highly targeted and relevant ads. - Negative Keyword Identification: Recommending negative keywords based on industry, target audience, and campaign goals to improve ad targeting and relevancy. By optimizing keyword selection, refining audience targeting, and creating well-structured ad groups with the help of ChatGPT, marketers can improve campaign performance, increase click-through rates (CTR), and lower costs per acquisition (CPA). Ad Copy Generation Compelling ad copy plays a crucial role in capturing the attention of the target audience and driving conversions. ChatGPT can assist in generating ad copy, headlines, and descriptions that specifically target audiences. Here's how ChatGPT can help with ad copy generation: - Responsive Search Ads (RSAs): Generating variations for RSA headlines based on target keywords and creating descriptions that highlight unique product or service features. - Audience-Specific Messaging: Creating ad copy tailored to specific audiences, such as luxury travel or tech-savvy demographics. - Language Optimization: Providing wording, phrases, and calls to action that align with the audience's language and preferences to make the ad copy more effective and persuasive. By leveraging ChatGPT for ad copy generation, marketers can create compelling and tailored ads that resonate with the target audience, increasing the likelihood of capturing their attention and driving conversions. Conclusion Using ChatGPT in Google Ads campaigns streamlines workflows, saves time, and improves advertising effectiveness. By harnessing ChatGPT's capabilities, marketers can create compelling campaigns that resonate with their target audience. However, it's important to remember that ChatGPT may not always provide perfect answers immediately. Iteration, fine-tuning, and critical thinking are essential for optimizing results. Marketers should review and validate ChatGPT's suggestions, refine questions, and provide context to enhance the quality and relevance of insights. Ultimately, leveraging ChatGPT empowers marketers to create impactful Google Ads campaigns. This article was originally published on Search Engine Land. Read the full article

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Local Content Creation Strategies to Rank in Search Engines

Local SEO services have become more important than ever as the internet has become a more vital tool for businesses to promote their products and services. While it’s easy to create generic content that appeals to a wide audience, creating content that is tailored for local audiences can take your SEO efforts to the next level. The key to creating local content that ranks in search engines is understanding your target audience and what they’re looking for. This article will explore everything about creating local content that is designed to rank in search engines. Why Is Creating Local Content Important for Businesses? Creating local content is important for businesses because it can help to increase their visibility in local searches. It’s also an effective way to engage with local customers, as local content offers value, credibility, and relevance to the readers. Local content is also important for search engine optimization (SEO). Local content can help to boost a website’s rankings for local search terms, improving visibility and increasing leads. As the majority of customers rely on search engines to find local businesses, high rankings will give you a competitive edge. Through local content, you can deliver better value to users, make your business stand out from the competition, and promote brand loyalty. Whether you have an in-house team or you’re planning to opt for local SEO packages, creating local content is the ultimate way to stand apart from the crowd. How to Create Value-driven Local Content for Robust SEO Benefits? Understand What Customers are Already Searching For Before you start creating content, you must understand what your customers are already searching for. This will help you create content that is tailored to their needs and interests. To do this, use keyword research tools such as Google Keyword Planner and Moz’s Keyword Explorer to identify the most popular search terms. Along with these tools, you can simply use Google to find what people are searching for. By using the “Searches related to” section, you can find which keywords and phrases your audience is typing in. With this information, you’ll be able to create content that is relevant and valuable. Find and Use Local Keywords and LSIs Local keywords are words and phrases that contain location-specific information. It can be your city, state, or country name, along with other related words such as “near me” or “local.” Using local keywords in your content will help to boost your SEO rankings and make it easier for search engines to find your website. To find local keywords, you can use the Google Keyword Planner or other keyword research tools. Once you’ve identified the keywords, incorporate them into your content in a natural and organic way. You should also use Latent Semantic Indexing (LSI) keywords to boost the SEO ranking of your content. LSI keywords are related words and phrases that help search engines understand the context of your content. By using these keywords, you can improve the quality of your content and make it more relevant to local audiences. Produce Both Evergreen and News-based Content Creating evergreen content is the best way to ensure that your website remains relevant for months or even years. Evergreen content should be comprehensive and timeless, with topics such as tips and tricks, how-to guides, and industry trends. On the other hand, you can also produce news-based content related to local events, developments, and news stories. This type of content is timely and can help you gain exposure in a short period of time. However, it’s important to keep your audience engaged by updating the content regularly. By producing both evergreen and news-based content, you can ensure that your website remains relevant to local audiences and search engines. The more updated and relevant your content is, the more likely it will be to rank in search engine results. Add Relevant Questions to Content for Winning Featured Snippets Featured Snippets are short answers that appear at the top of search engine results. To get your content featured in Featured Snippets, you must add relevant questions to your articles that match the user’s search query. You can also use tools such as AnswerThePublic to find questions related to a specific topic. Once you’ve identified the questions, add them to your content in a natural and organic way. This will give users instant access to the answers they’re looking for, which can help boost your SEO rankings. You will easily find many tricks and tactics to improve your local SEO rankings. However, it’s important that you focus on creating value-driven local content that is tailored to your audience’s interests. Make the Landing Pages’ Content Very Specific and Local When you create landing pages for your website, make sure that the content is very specific and localized. Local audiences are more likely to engage with content that is relevant and tailored to them. For example, if you’re targeting customers in a specific city, use local keywords in the title and throughout the content. You should also include images or videos of your location to give visitors a better idea of what they can expect when they visit your website. Furthermore, by leveraging local SEO services, you can also ensure that your website appears in local search results. This can help to increase traffic to your website and boost the visibility of your business among local audiences. Wrapping Up! Creating content that is tailored to local audiences can be a great way to boost your SEO rankings and make your website more visible in search engine results. By using the right keywords, producing both evergreen and news-based content, adding relevant questions to your content, and making sure that landing pages are optimized for local audiences, you can ensure that your content is up-to-date and relevant. Consider opting for local SEO packages, as they can help you further increase the visibility of your website among local audiences. With the right strategy and implementation, you can make sure that your content resonates with local audiences and ranks high in search engine results. Read the full article