d i g i b y t e s | November Edition

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Google Purchases Fitbit For 2.1 Billion

Google is buying wearable company, Fitbit. In a blog post announcing the news, Google SVP of devices and services, Rick Osterloh, said that the Fitbit purchase is “an opportunity to invest even more in Wear OS as well as introduce Made by Google wearable devices into the market.” [Source]

Considerations

Fitbit’s 12 year legacy and technical chops help Google take on its biggest rivals, Apple Watch and Samsung’s Galaxy Watch. Revenue from smartwatch sales are set to double to $34 billion by 2023, so time is of the essence. Given the projected growth in wearables over the next 3 years, what are your brand’s imminent plans for mobile/wearable experiences?

When The Likes Are Gone

It’s happening! Instagram has begun hiding post likes in the US. Speaking at the WIRED25 Conference, Adam Mosseri, CEO of Instagram, said it was time to expand their testing to make Instagram “a safer place on the internet.[Source]

Considerations

We will still be able to see how many likes we’re getting, but the like count will no longer appear at the bottom of posts for others to see. Instead, users will need to tap through to see a list of likes. Only time will tell whether users feel this de-pressurizes their Instagram experience. As marketers, this shift places increased focus on engagements beyond likes, such as comments, and swings the pendulum back to the reach KPI. It also creates additional steps to verify influencer engagement on the channel. Does this change inspire you to use Instagram more often?

FTC Provides New Influencer Guidance

The Federal Trade Commission (FTC) has released a new publication for online influencers that lays out the agency’s rules of the road for when and how influencers must disclose sponsorships to their followers. The new guide, “Disclosures 101 for Social Media Influencers,” provides influencers with tips from FTC staff about what triggers the need for a disclosure and offers examples of both effective and ineffective disclosures.

Considerations

The guidance published by the FTC is user-friendly and punctuated with video instructions featuring a millennial legal team members. I loved the mobile friendly, no-fluff content that is appropriate for influencers of all ages. It’s one thing to publish helpful information and its another to create easily consumable content for immediate implementation. Is your UX getting in the way of your message?

by Nicky Battle
Vice President, Digital Strategist


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