Scale Social Review – Can The New Scale Social Tool REALLY Help You Get Powerful Social Signals To Rapidly Rank Your Videos On Page 1?
Here’s a ‘Preview’ Video Where I Give a Very Brief Overview of ScaleSocial
**Stay Tuned for the Detailed Scale Social Review – Posted Here Around Launch Day**
In addition to my Scale Social review, I’m also including some helpful articles on Periscope and SnapChat below:
Periscope Adds New Profile Page for Desktop Users
Periscope the streaming video app owned by Twitter, has just added a new profile page feature which serves as a landing page for web users. This feature makes Periscope feel more ‘twitter like’ in many ways, by offering a landing point for people who are interested in a specific streamer, instead of forcing people to load up Twitter feeds to find the content that they are interested in when they want it and how the new Scale Social tool is helping to rank videos.
Periscope launched in March 2015, as a mobile-only video live-streaming app. The network is owned by Twitter, and over the last few months it has been steadily adding new features, and opening up its offering to people who either do not have access to, or do not wish to use, mobiles. Today, Periscope is fairly desktop friendly. Users can watch replays via their desktop, but there are still some limitations on what people can do when they are not on the mobile version. If someone wants access to all of the features of Persicope as a platform, then they will need to make use of the iOS or Android app since certain features – such as leaving comments – are still not available to desktop users.
A Welcome Upgrade
Periscope’s latest desktop upgrade will definitely be welcomed by mobile users. It adds a lot of important features that will make it easier for people to find the content they are interested in. Back in June they made it possible for users to watch replays on the desktop, and they have invested in some other web improvements.
It’s clear that Twitter sees desktop users as important. On their Medium Page, the Periscope developers promised that there would be more improvements for Web users to come in the near future. They explained that they feel it is important that broadcasters do have a home on the Web, and they noted that the launch they have just done is merely the beginning and Scale Social members can benefit from increase organic traffic.
Periscope is something that a lot of brands are using. Billboard, Zagat, and Funny or Die are all major users of the service. Periscope has allowed them to set up landing pages. This means that if someone were to visit their profile page during a live streaming event, they would see the video playing immediately. If someone were to visit shortly after an event, they would see past videos. Video content will be kept for 24 hours, so people can see it for a while afterwards if they are unable to make the live broadcast. Older videos are deleted.
In addition to showing videos, the landing page shows the number of followers that an account has, as well as the number of people they are following. New for Periscope specifically is the number of ‘hearts’ that the broadcasts have received. Hearts are awarded by Periscope viewers by them tapping the screen while the publisher is broadcasting. The hearts will float past the video on the screen, showing the broadcaster tha people are interested in the content.
At the moment, only a limited number of Periscope profile pages exist, but it is likely that more and more brands will take the time to set them up. The convenience and immediacy of Periscope is something that makes it accessible to a huge number of people. Periscope videos don’t need amazing production values or high tech equipment. Anyone with an iPhone or a good Android device can broadcast on Periscope and will likely net a decent number of views and Scale Social members can quickly get more traffic from their videos.
Proof of the Mobile Takeover
Periscope’s decision to ‘accommodate’ desktop users bears a lot of similarities to what has been happening with Instagram. That service was originally iOS only, and then expanded to accept other mobile users. There is a desktop viewer, but it is limited in functionality compared to what mobile users enjoy. Instagram does not even really allow third party services to access their site for things like scheduled posting.
Today, many apps are designed with mobile users in mind, with desktop being either an afterthought, or deliberately excluded. This is in stark contrast to even just a few years ago when desktop was king and WAP was something that was offered as a highly limited ‘emergencies only’ way of accessing the web.
Mobiles are preferable, for many developers, because they offer more control over the user experience. A mobile app is a controlled environment, a walled garden where everything can be customised to offer the best possible experience. With the web, developers don’t know what browser the user has, what screen resolution they are viewing in, or what hardware they have. It’s also harder to know the location that the user is browsing from. With a mobile app, they can tailor everything about the experience, and it’s easier to talk directly to the hardware – using the camera or voice recognition, pushing notifications to the OS, and accessing information about the user’s location. These are all things that can be massive quality of experience improvements for the user and Scale Social members should also pay attention to these facts as well.
It’s unlikely that the desktop will die out any time soon. It is handy to be able to enjoy Periscope videos after-the-fact from your desktop, but for the day to day end user experience it’s hard to beat curling up on the sofa and watching a stream on your iPad. The small form factor, touch interface and easy to use app is just a better experience than the desktop.
Content creators will still need big screens and hardware keyboards, at least for a while, but social media has evolved. There are apps for Facebook, Reddit, Instagram, Pinterest and Tumblr. There are dedicated social apps for mobile only like Yik Yak, Kik and Snapchat. Mobiles are taking over when it comes to the social experience, for now. Who knows, maybe in a few years time we will come full circle and people will start using the desktop again as a way to offer a more sophisticated and high definition experience for sharing video, images, and augmented reality?
(watch my Scale Social Review video by going to the top of this page)
Snapchat and Facebook Video Driving Almost Half of BuzzFeed Traffic
BuzzFeed CEO Jonah Peretti has revealed that more than 75 percent of the company’s content views are generated by non-BuzzFeed owned websites. Facebook video accounts for 27 percent of the network’s views, while Snapchat generates 21 percent of their views. This is an incredible statistic when you consider the sheer amount of traffic that the website generates on a day to day basis and how the Scale Social tool is changing the way marketers do video marketing.
BuzzFeed is known in the online marketing community as a network that is incredibly good at pushing content far beyond the reach of its own network of websites. Serving audiences wherever they may be is a big part of the company ethos, and these latest statistics show just how well they are doing with those efforts.
News from Recode
Jonah Peretti, the BuzzFeed CEO, presented some fascinating traffic statistics during the latest Recode podcast, and explained how BuzzFeed is turning traditional web publishing upside down with their marketing efforts. They use BuzzFeed not just as a website for static content viewing, but as a fully integrated social platform. They get more than 75 percent of their content views from external sources rather than their own apps and website, bringing in almost 50 percent of their traffic from Facebook’s native video and from Snapchat. Here’s a more detailed look at their statistics:
– 27 percent of their traffic comes from Facebook’s native video
– 23 percent of BuzzFeed’s traffic is direct to the website, or from Buzzfeed’s own apps.
– 21 percent of their content views come from Snapchat
– 14 percent of their content traffic is generated via YouTube views
– 6 percent of their traffic is Facebook traffic that is directed to the website
– 4 percent of BuzzFeed’s views are generated via images shared on Facebook
– 3 percent of the traffic to BuzzFeed comes from other distributed platforms
– Just two percent of BuzzFeed’s traffic comes from Google searches
It’s important to note that views on each site does not mean the same thing. BuzzFeed representative Ashley McCollum explained this to add some context to the statistics for Recode listeners, noting that the percentage of ‘total content views’ is defined as an equalized view across all of Buzzfeed.com’s page views, Vines, Instagram, YouTube, Snapchat, Facebook and the other platforms and Scale Social users can also combine organic traffic as well as social media traffic.
Snapchat ranking as high as it does is rather noteworthy. It generates almost as much traffic as the website itself gets directly. BuzzFeed has not elaborated on whether there is a significant difference between the brand account’s traffic and the traffic generated by the Discover BuzzFeed channel. Snapchat has allowed selected media partners to post content natively within the app, and BuzzFeed joined the Discover program in late July. It appears that the program has been performing well for it.
Search is Not a Traffic Leader
Even more interestingly, search does not seem to be a significant traffic source for BuzzFeed. This is something that will be a source of concern for the major search engines, as it shows that when it comes to entertainment, search engines are down the bottom of the list for user priorities. Web users aren’t going to Google as the front page of the Internet, they are going to Facebook, or YouTube, or Twitter. They are saving search for when they want something specific – information or products.
Even then, the social media platforms are working to displace the search engines. Twitter allows brands to share coupons, and Facebook allows auctions and sales in groups. Facebook’s ‘add a link’ feature is another attempt to help the site become a content curator, too and Scale Social users should also implement social media marketing to help increase their results.
The way that people engage with the web is changing. Mobiles are becoming the platform of choice for the average user – to the point that many social media platforms are now opting to just ignore desktop users entirely. Instagram’s desktop client is a crippled version of the mobile one, and Periscope is only just starting to accommodate desktop users. Services such as Yik Yak and Snapchat are aimed purely at mobile devices, and there are dedicated mobile apps for the majority of the popular social networks. These apps, in the main, offer a far better experience than the desktop websites do.
Given that, it should come as no surprise that social media is such a massive driver of traffic for BuzzFeed. The kind of ‘designed to go viral’ content that the site and apps thrive on is something that is ideal for sharing on social media. Few people search for heartwarming stories, funny gifs or scary videos – but they will watch them if they are put right in front of them. With that kind of content, discoverability is the most important thing.
BuzzFeed are the masters of making content easy to discover, and their work with other sites and networks is something that a lot of content creators could learn from. If you run a site that is more entertainment focused than serious content focused, then you would do well to emulate their efforts, even if on a smaller scale. Even online stores could profit from BuzzFeed’s techniques if they were to aspirational content together to share and Scale Social members should also consider BuzzFeed strategies as well.
Today, products aren’t just about what they do, they are about the lifestyle that they represent. Brands are used to show your sense of identity. This is true whether you are talking about newspapers (a Daily Mail reader and a The Guardian Reader will likely be from very different walks of life), shoes (Jimmy Choos and Doc Martens are again, very different products), or sports apparel. As you get to know your audience, you can find the places where they hang out and the things that excite them, and use that knowledge to reach them and build up a stronger brand for yourself. You may not be able to have your content shared on SnapChat just yet, but you can spread your brand on Facebook, Pinterest, Instagram and Twitter, so why not start doing that and engaging with your users, putting them to work for you as the most powerful and valuable brand advocates of all.
(Scroll to the top of this page to watch my Scale Social Review Video & ‘Done-For-You’ Bonus Offer)