August's Insights ??
McBryde & Co
CIPR's Small Agency of the Year. PR & content for professional services, public sector, renewable & sustainable sectors.
Welcome back to In the Know. Is it just us, or has August been packed with updates, changes and reports?
From LinkedIn rolling out video carousels to Google releasing core updates, it's hard to keep up sometimes. And that's exactly why this newsletter exists.
Keep scrolling to read the latest from the world of PR and communications.
Happy reading.
The key to successful B2B ads ??
Recently, LinkedIn commissioned a report to quantify the drivers of effective B2B ad performance. After conducting controlled tests across 67 sponsored ads, here’s what was discovered…
While B2B ads improve purchase consideration and brand favorability, users are often underwhelmed by the content they see. Citing a lack of humour, emotional engagement and unique perspective, it seems audiences are craving an injection of creativity.
Packed with useful data and insight, this report is well worth the read and we highly recommend checking it out.
Google’s August Updates ??
This month, Google has been busy launching two updates - one for Google Search and one for Google Trends.
To improve the quality of its search results, the platform’s algorithm has been adapted to connect users with “independent sites that are creating useful, original content.” Google Trends has also had a refresh, with a new forecasting engine enabling the detection of “10 times as many emerging trends as before.”
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With this in mind, two things are clear: when it comes to Google rankings, original content is key, and tactical timing is everything.
Newsroom formats are changing ??
As explained by Kat Dibbits, Head of Communications at the Teenage Cancer Trusts: “We’re currently living through one of the biggest shifts in how news content is created, distributed and consumed.”
Breaking down Reuters’ latest research into Journalism, Media, and Technology Trends, she said that modern media relations are demanding a change in strategy. The shift from text to multimedia is ongoing, and by pitching content that reflects this, brands could gain an important edge over their competitors…
Video carousels on LinkedIn? ??
Are videos a firm favourite on LinkedIn? According to business expert Lea Turner, it certainly seems that way. After posting a video that achieved over 240,000 impressions and counting, Lea concluded that the platform’s algorithm now favours visual content.
It seems that SocialMediaToday agrees, and is holding LinkedIn’s new in-feed video carousel accountable. The feature matches profiles with content based on in-app activity and personal details, helping users significantly expand their reach. Have you experienced this?