Month: March 2023

Background:

Influencer marketing is a type of advertising whereby companies work with people who have large followings on social media sites like Instagram, TikTok, and YouTube to advertise their goods or services. Influencer marketing is based on the notion that because these people have already gained their followers’ trust, their business promotion may also enable that brand to gain the trust of its followers.

In this case study, we will take a look at two different brands and their use of influencer marketing to drive brand loyalty: Glossier and Nike.

Glossier:

Because of its use of influencer marketing, the skincare and beauty company Glossier has amassed a sizable following on social media. Working with people who share the brand’s principles and aesthetics is the main focus of Glossier’s influencer strategy. For instance, the company has collaborated with influencers like Emma Chamberlain, a well-liked YouTuber recognized for her relatable and genuine content, and Jazzybum, a beauty influencer renowned for her natural and understated makeup style. Glossier is able to reach the correct audience and gain the trust of potential customers by collaborating with influencers that support their brand.

InfluencerDB’s research indicates that Glossier’s use of influencer marketing has been quite successful in fostering customer loyalty. Compared to the typical conversion rate for influencer marketing efforts (1–2%). The study indicated that Glossier’s influencer initiatives had a conversion rate of 7%. The survey also discovered that Glossier’s influencer efforts led to average order values of $65, which is also higher than the industry average order value of $55. Additionally, Glossier’s social media following is expanding quickly, with over 2 million Instagram followers. This is a blatant example of the brand’s capacity to interact with its target market and win over potential buyers.

Nike:

Another company that has utilized influencer marketing to increase brand loyalty is Nike, a multinational corporation that designs, develops, and sells footwear, apparel, equipment, accessories, and services.

To advertise its products and gain the trust of its target audience, Nike has worked with a broad spectrum of influencers, including professional athletes and fitness fanatics. As an illustration, the company has collaborated with fitness celebrities Kayla Itsines and professional Football star Cristiano Ronaldo. Nike is able to reach a larger audience and develop trust with a variety of potential customers by collaborating with influencers who represent a wide range of interests and demographics.

According to an Ipsos study, Nike’s influencer marketing initiatives increased viewers’ buying intent by 60%. The survey also discovered a 20% rise in brand favorability and a 19% rise in brand consideration as a result of Nike’s influencer efforts. These outcomes show how successfully Nike’s influencer marketing strategy boosts brand loyalty.

Conclusion:

As this case study illustrates, influencer marketing can be a valuable tool for fostering brand loyalty. Both Glossier and Nike have used influencer marketing to their advantage to target their particular markets, cultivate consumer trust, and promote brand loyalty. Their campaigns’ successes, which included high conversion rates, order values, buy intent, brand favorability, and brand consideration, prove that this strategy works. Other brands in various industries can use this approach to attain similar outcomes.

Google has expanded the typical organic listings on search result pages with new categories over time. Some examples include:

• Featured snippets 
• Top stories
• Interesting finds

The latter two are displayed most on mobile phones.

Opportunities existed in the past with these additional sections since they increased visibility in search results. But not anymore. The “deduplication” algorithm that Google now uses ensures that a URL only displays once on the first page of search results. The URL will not be among the top 10 organic results if displayed in a different section.

The URL’s organic position won’t change even if it comes in at position 11.

What Is the Deduplication System?

Deduplication Systems’ responsibility is to identify a URL if it appears twice in Google search results. Duplication occurs when the same page shows up twice in the search results; deduplication systems only function to eliminate this duplicate page from the search result page.

This Ranking Signal belongs to Systems because Google has numerous systems that seek to eliminate duplicate pages from the search results page.

Types of Duplication Systems

There are two types of duplication on the SERP:

• External Duplication
• Internal Duplication

External Duplication

Consider a scenario in which a searcher enters a single term, and Google’s engine detects that you have 100 pages for that keyword, but 20 of those pages contain the same type of content.

The 20 duplicate pages will be eliminated from the search result page when Google’s Deduplication Systems are activated in such a case. This process is known as the External Duplication System.

Internal Duplication

The process of internal duplication requires you to accept the cost of being too good. Whenever Google thinks it can respond to a question right on the search results page, then, at that point, it provides you with the solution to that query directly in the form of Feature Snippets on the search results page itself. This system is known as the Internal Duplication System.

The information displayed in the Feature Snippets in the search result now originates from one or more web pages, meaning that the information on those web pages is so good that Google can confidently display it to the search user.

However, when Google selects the website’s content to answer user queries, that website suffers due to Google’s respect because there is no traffic at that time.

Previously, when Google displayed a website in Features Snippets, it also ranked that website in the top spot. However, Google has since stopped doing this and has merely stated that when the same URL appears twice on the search result page, it degrades the quality of SERP (Search Engine Result Page).

Now that we look closely, Google’s assertion is also true. Still, in this case, the website owner suffers because if the searcher does not click on the website and does not enter the website, how can that website owner receive advertising revenue, or what will drive sales? What benefit does such quality content provide the website owner, then? We refer to this as internal duplication because from Google’s point of view, it is like a direct friend zone.

If we duplicate the content carelessly, our website will die from external duplication. Our website will die from internal duplication if we post too many high-quality, SEO-friendly articles on our website.

Now the question arises: Why are these systems termed Ranking Signals if they delete websites from search result pages?

Why Are These Systems Called Ranking Signals?

If any pages are removed from the search result page, their space won’t be left empty; instead, other new pages will have a chance to take their place and reach the top of the list. The loss of one is the gain of the other.

How To Optimize Your Pages?

There are two ways to optimize your pages for Deduplication Systems.

External Deduplication Systems

If any of your pages are removed by Google due to plagiarized content, there is only one thing you can do. STOP COPYING THE CONTENT.

If you publish content that is copied from somewhere else, Google will remove your page from the SERP as well as the Deduplication system. Google might also stop indexing your page/website, which may lead to you having trouble with indexing your web pages. Therefore, avoid posting copied content of any type and only publish original content.

Internal Deduplication Systems

Sometimes, website owners close the Snippets of the website using the No Snippet Meta Tag. this removes your pages from Feature Snippets. However, this will do your website more harm than good.

On applying the No Snippet Meta Tag, your webpage will appear in the results without a description, which is useless. If your webpage appears below the Feature Snippet with no description, it will affect your CTR, leading to all hard work to rank your content in vain.

However, there are certain policies by Google that you have to follow if you want your website to appear under the Feature Snippets. However, if you deliberately violate these policies, your entire website, performance, indexing, and ranking will all be at risk.

What is the solution?

The right way to tackle this problem is to create a different page. Publish the content under Feature Snippets by creating another page on your website.

Keep this new page’s URL similar to the one on the previous page. You are aware of the quality of your content because Google is displaying it in Feature Snippets; all you need to do is design the second page such that it does not resemble the first one.

If it is copied, Google might not even index this new page. If you follow the steps correctly, both your old and new pages will show up in the Top Search Results in the Feature Snippets.

By employing this technique, you will receive traffic while also abiding by all Google policies.

The last 20 years have seen a rapid expansion of social media. Social media was viewed as a fad or trend in its early years. But clearly, it wasn’t. Social platforms keep expanding and have fundamentally altered each of our lives. There is no doubting the strength and appeal of social media, with half the world’s population using them in some capacity.

Facebook is the most popular social networking site in the world. Even though most of us are highly aware of the platform, you might be curious as to how Facebook became the global giant it is today. Let’s look back on the past 17 years of Facebook’s development and speculate about what the future may hold.

2003

THE BEGINNING

In his dorm room, Mark Zuckerberg developed a website called “Facemash,” hacking the database of Harvard students to produce a “Hot or Not” game where users may rate other students based on their appearance.

Not many people liked this. But it prompted Zuckerberg to think about its appeal and potential.

2004

EXPANDS ACROSS UNIVERSITIES

Facebook’ was created, and Mark Zuckerberg defined it as a Harvard student online directory where they could discover friends and subsequently the friends of their friends.

Initially only open to Harvard students, the platform soon opened to Yale and Stanford students and those attending other American universities.

Friends can write messages to one another on a user’s profile page that Facebook has created called “The Wall.”

Facebook surpassed 1 million active users in just one year.

2005

EXPANDS TO MORE USERS

High school students can now access Facebook.

Introduces a mini-feed, which posts a live broadcast of a user’s activity on the platform.

Although he’s unsure how, Mark Zuckerberg acknowledges that advertising is Facebook’s business model.

Facebook’s top priority is platform expansion, which it does by adding new features and emphasizing the user experience.

2006

INTRODUCING THE NEWS FEED

Anyone over 13 can access Facebook, whether they are in college or high school.

News Feed was created so you could view all of your friends’ live activities.

The News Feed, however, was detested at the time. Many people thought it was too similar to Twitter.

Remember how you could now poke people awkwardly through the internet?

2008

FACEBOOK GOES WORLDWIDE

A whopping 100 million people use Facebook.

With support for languages other than English, Facebook has gone global.

Zuckerberg further alludes to the idea that Facebook will make money by enabling users to place advertisements on their network.

2009

FIGHTING OFF THE COMPETITION

Over 200 million people use Facebook.

Facebook unveils its renowned “Like” button.

Mark Zuckerberg acknowledges that they are aware this would eventually happen when they are asked if a new platform may overtake Facebook. He concentrates on consistently coming up with fresh ideas and developing new applications, working toward a family of apps.

2010

ANOTHER BIG MILESTONE

Facebook reaches more than 500 million people.

A full-length movie chronicling Mark Zuckerberg’s creation of Facebook called “The Social Network” releases worldwide.

The success of Facebook, according to Zuckerberg, is a result of its emphasis on socializing, asserting that social versions of things always perform better than non-social versions.

2011

INTRODUCING THE FACEBOOK TIMELINE

The Facebook “Timeline” has taken the role of “The Wall,” which displays a user’s updates on Facebook in reverse chronological order.

However, users weren’t too pleased with the abrupt adjustment when embarrassing old images of people started to surface.

2012

ACQUIRES INSTAGRAM

Instagram has 29 million users and is bought by Facebook for $1 billion due to its success and potential. According to Zuckerberg, Instagram is a fantastic program, and he wants to support its expansion.

Facebook reaches 1 billion monthly active users by October.

2013

TRIES TO ACQUIRE SNAPCHAT

Facebook now allows people to search for other users by details such as their location and job.

Later that year, Facebook recognizes the popularity of Snapchat and tries to buy it for 3 billion dollars. Snapchat surprisingly refuses.

2014

FOCUS ON NEWS

After studying Twitter’s model, Facebook creates its own trending topics feature, laying the foundation for it to develop into a more prominent news-sharing platform.

Most importantly, Zuckerberg asserts that he is still preoccupied with enhancing Facebook’s offerings and user experience rather than how they will increase income.

With the purchase of WhatsApp for $19 billion, Facebook saw the potential of instant messaging services.

The virtual reality start-up Oculus receives funding from Mark Zuckerberg, who sees it as the wave of the future.

2016

NEW VIDEO FEATURES

Facebook Live is introduced, a service that allows users to create and watch live-stream videos.

Facebook encourages publications to produce original video content for the platform to increase the amount of video content available.

Facebook Marketplace is introduced as a platform for local community-based buying and selling.

Oh, reactions are a thing now!

2017

INVESTING IN AUGMENTED REALITY

The astonishing 2 BILLION monthly users on Facebook!

Facebook says they’re embracing augmented reality (AR). Phone cameras could be used for people to engage with friends, family, and companies without the usage of glasses.

2018

FOCUS ON FAMILY AND FRIENDS

Instagram has one billion users, whereas WhatsApp has 1.5 billion.

Facebook modified its News Feed feature to emphasize material from friends and relatives. As a result, users are exposed to more posts from their close friends and relatives. severely limiting the reach of businesses and NGOs.

Create a “Facebook Watch” section where users can view video material—spending a lot of money on original content production for the site.

The risks of false information start to surface as Facebook becomes a platform where news is frequently shared. Some groups can use Facebook’s extensive audience to disseminate false information. Even today, Facebook is still trying to solve this problem.

2019-2022

LARGEST SOCIAL NETWORK PLATFORM IN THE WORLD

Social media is currently used by more than 50% of the world’s population, and 346 million new users have joined in the past year.

Facebook is currently the largest social network in the world, with roughly 2.96 billion monthly active members.

The platform continues to focus on and promote video content in its quest to become a news platform for users worldwide.

Businesses spend billions annually advertising on the site because they believe it to be one of the best channels for reaching consumers.

Currently, when people search for sensitive information — such as suicide, abuse, or other topics — Google will display the contact information for the relevant national hotlines above its search results. However, the company explains that people in crises may search in various ways, and it’s not always apparent to a search engine that they’re in need, even if it would raise red flags if a human saw their search queries. 

Google claims that with machine learning and the latest improvements to its AI model called MUM (Multitask Unified Model), it will be able to automatically and more accurately detect a broader range of personal crisis searches due to MUM’s ability to better understand the intent behind people’s questions and queries.

At its Search On event, the company unveiled its aim to rebuild Search using AI technology, although it had not yet addressed this particular use case. Google then concentrated on how MUM’s improved comprehension of user intent may assist online searchers in gaining a more profound knowledge of the subject they are studying and guide users along new search avenues.

Now, MUM will be employed to comprehend better the subjects that someone in need might look up, which aren’t always as evident as typing in a natural cry for assistance.

Beyond the fires

Google has plans to expand and develop the program over time to include data like traffic conditions and road closures in addition to fires.

According to Google sources, the Crisis Map application could be updated to identify Australian threats from tropical storms, cyclones, floods, and landslides, as has been done in other nations like Canada, Colombia, India, Japan, and Taiwan. Currently, the Crisis Map application focuses on bushfires and mirrors the map provided by the NSW Rural Fire Service.

The Crisis Map project is slightly different from Google’s conventional data collection methods, and a shift towards greater reliance on data feeds from third parties, including rural fire departments, emergency agencies, and the general public.

While the new application may have the potential to improve upon existing websites and online services, its real success will depend on such crucial elements as:

• the information provided’s usefulness
• the applicability of its contents
• the capacity of the application to establish itself as a reliable information source.

Therefore, it appears that the availability of the most recent and up-to-date information may be more critical to the quality of information offered by the program than simply how rapidly the Crisis Map application can synthesize data gathered from various sources.

Checkout our new blog on GOOGLE BERT Algorithm!

Real life in real-time

Bushfires are the most dynamic and quickly spreading natural occurrences outside earthquakes and tsunamis.

Information regarding bushfires or other risks must, in theory, and in the majority of circumstances, be gathered and delivered from blaze zones in real-time mode utilizing real-time data feeds to be truly useful to the majority of users who reside in or travel through vital areas. They should offer any available information on the following:

• the direction of the fire spread 
• its magnitude
• its velocity and acceleration
• its shape and other relevant data.

The efficient coordination and implementation of these aspects in the near future are still impossible. However, it is not impossible given the rapid development of satellite communications, smartphone technologies, wireless sensor networks, the Internet of Things, as well as signal and image processing techniques.

Therefore, the new Google effort might initially serve an educational and awareness-raising purpose. The most up-to-date or essential information on bushfires could not always be accessible, either as a result of the environment surrounding them changing very quickly or even as a result of internet infrastructure breaking down due to fires.