FWM Digital Bytes

Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news doing the rounds. This week, we look at how Pinterest helped one brand drive traffic to YouTube, Google’s continued struggles in the social sphere and Twitter mobile ads…

Driving (P)interest in YouTube

One of the more astonishing stats to emerge from the rise of Pinterest is that it generates more referrals than LinkedIn, Google+ and YouTube combined, and Mashable this week has featured an interesting case study that further proves the referring power of the new platform. Looking for a way to promote their BeFit YouTube channel, entertainment studio Lionsgate set up a Pinterest account and began adding video content to it to help spread the word. Within five days, the plan worked, as views on YouTube doubled from 200,000 to 400,000. “We look at Pinterest as a way to cultivate an audience that is actually going to click the links and get that initial burst of traffic to our YouTube channel,” says Lionsgate’s digital brand and content manager Tahndi Campbell. “[The increase in views is] going to send our video up in the search results, up in featured and suggested video. Then, it’s in front of a whole new audience on YouTube, even if we only drive 20 [Pinterest] people there who are highly engaged users.” Pinterest was set up last year and has proven particularly successful in the US. Women tend to be the most frequent users of the site.

Google’s Minuses

Google+ is still struggling to find traction, if reports from comScore are anything to go by. The search giant’s social network was slow to take off when it was launched last summer, with many users failing to make the switch from Facebook. Brand pages and the implementation of Search Plus Your World have given the platform a boost, but the new comScore numbers reveal that users aren’t spending much time on the platform – just 3.3 minutes in January. That’s down on the figures for both December (4.8 minutes) and November (5.1 minutes) and a long way off the 7.5 hours users spend on Facebook. However, Google have said in the past that they are happy with the progress of Google+, with CEO Larry Page citing a usership number of 90 million last month. In response to the comScore stats, a spokesperson told the Wall Street Journal that “we’re growing by every metric we care about” and comScore’s data is “dramatically lower” than Google’s internal stats.

Twitter to launch mobile ads

Facebook recently announced that advertising will soon be hitting its mobile platform so it’s no surprise to see that Twitter is following suit. The micro-blogging site announced this week that its apps on iPhone, Android and the mobile web are being updated to allow promoted tweets and accounts. This means that users will be seeing tweets deemed relevant to their interests in their mobile feed once the service is fully rolled out. Writing on their blog, Twitter said, “Initially, a small number of users may see Promoted Tweets near the top of their timelines from brands they already follow. This will help ensure that people see important Tweets from the brands they care about.” Twitter’s Promoted Products were introduced two years ago. The new mobile tweets will appear in a user’s timeline just once and can be dismissed if they are considered irrelevant.

Facebook launches Timeline for brands

Facebook have announced that their Timeline layout is available for pages. Page owners can preview the new layout and publish now if they wish, but the changes will not become compulsory until the end of the month. Major new features include the option to:

  • Pin posts to the top of the feed for one week
  • Receive and respond to private messages from users
  • Add a big cover image
  • Feature posts from amongst a feed of updates Facebook determines to be the most engaging.

More information can be seen in our blog about Facebook’s launch of Timeline for brands.

ITV ready for MediaCityUK move

ITV will start making its way to MediaCityUK before the end of the year, the broadcaster has revealed. Following in the footsteps of the BBC, who arrived at the new site last year, ITV are relocating to Salford Quays in their continued bid to modernise and improve their offering. “The first move for staff in Manchester into the new site will take place later this year,” the company explained. “We will also be moving all staff in Leeds to one site and modernising a number of our regional offices with HD studios. As a result of our investment in technology and property, there is expected to be an increase in capital expenditure in 2012 to £70-£80m.” Much of the BBC’s major output, such as Match of the Day, Radio Five Live and Blue Peter, is now broacast from MediaCityUK and 2012 will also see ITV’s Coronation Street set make the move.