BuzzFeed, CNN, and YouTube Plan Online Video Channel, and Other Marketing Stories of the Week

    by Desmond Wong

    Date

    June 2, 2013 at 9:00 AM

    broken tvRecently, we’ve been hearing a lot of chatter about the slow and steady decline of advertising, especially on TV, and the rise of social networks. Many marketers have begun to accept this as fact, but there are companies like Twitter that have found ways to revitalize what seems like a dying industry for marketers.

    This week, a number of companies including Twitter and YouTube have launched new services and technologies to help bring advertising back from the dead. Check out this week's roundup to see what happened.

    BuzzFeed, CNN, and YouTube Plan Online Video Channel, From The Wall Street Journal

    In an effort to become the go-to media hub for young adults, BuzzFeed has partnered with CNN for a brand new channel on YouTube. Based on content from CNN, the new channel's videos will be created with social sharing in mind -- sticking to what BuzzFeed knows best. BuzzFeed’s role will be to create roughly three videos a week around serious news for the channel. BuzzFeed is said to be investing a low “eight-digit sum” over the next two years to launch its news platform.

    This partnership is a sign that major news and media companies like CNN are moving toward creating viral content. With traditional media on the decline, media companies are now finding ways to adapt and embrace the concept of quality, sharable content. Marketers should consider tailoring their content and PR efforts to better fit the media's needs -- attracting and sharing more viral content yourself could help earn media coverage. Read more about this new partnership at The Wall Street Journal.

    Twitter Amplify Launches With More Than a Dozen New Partners to Create ‘Social TV’ Via In-Tweet Clips, From The Next Web

    This week, Twitter partnered up with quite a few media publications and broadcasters to launch Twitter Amplify, a new program designed to give brands the ability to publish real-time, in-tweet video clips to followers. The plan is to use this service to capitalize on the amount of tweets sent while watching TV shows or high-profile events like the Super Bowl and attract new people to watch the live broadcast. Some of the partners who will use this service will be BBC America, FOX, A&E, and The Weather Channel.

    For marketers, this update could be helpful in fueling content creation needs. Even if you aren't the one providing the live content, you can embed or share those posts to better interact with your audience. Learn more about Twitter Amplify at The Next Web.

    Free Guide: An Introduction to Google+ for Business 

    Marketing on social networks has been constantly changing and it can be hard to keep up without a bit of help. Over the past few months, Google+ has made quite a number of changes to its layout and product features that give marketers better opportunities to engage with its 500 million users. We’ve put together a brand-new guide on how to use Google+ for your business: Download the guide today!

    Yahoo! Testing New Search Results Page, From Search Engine Land 

    With the hubbub around the latest Google Penguin update, many of us may have missed out on the new Yahoo! search results page testing. Though the redesign isn't drastic, Yahoo! is testing the placement of menus, related searches, and search query information -- but there aren't too many details yet about when the design will roll out. The new search results page is shown to be much cleaner and resembles Google quite a bit. 

    As marketers, you should keep an eye out for any news on this update. The search results page revamp could impact how and where links are displayed in the results -- which may then affect your clickthrough rates. Take a look at the new search results design at Search Engine Land.

    Twitter’s TV Ad Targeting Uses ‘Video Fingerprinting,’ From Adweek

    Twitter announced that they have created a new program to help brands sync up television ads and promoted tweets through “video fingerprinting” technology. This new technology will let marketers see in real time when their TV ads air and the resulting tweet activity about the brand or show. Currently, the system is only available to small number of partners.

    This new "video fingerprinting" technology should open up a number of doors for marketers looking to get insight into how their TV ads are impacting their social marketing efforts. It has always been difficult for brands to know their ROI on TV ads, but this will at least give them a little more clarity into what happens when people see the ads. Marketers could also use the data to make more intelligent decisions about how and when to target Twitter users with Promoted Tweets based on how they interact with TV programming. Read more at Adweek.

    Tumblr Brings More Ads to Users’ Dashboards, Rearranges Buttons & Teens Freak Out, From TechCrunch

    A month after Tumblr launched sponsored posts for its mobile app, the company introduced ads to its web dashboards. Now, Tumblr users will be able to follow, like, and share the ads straight from their web dashboards. Launch partners include Viacom, Ford, Universal Pictures, and Capital One. Although this is a strong move for Tumblr’s ad platform, it has left some users unhappy about the changes to its layout.

    Tumblr has worked hard to create a more flexible ad-serving platform than other social networks. Marketers should start experimenting with sharing and promoting content on Tumblr -- but be wary of a potential Tumblr community backlash. On the other hand, marketers are fairly lucky -- the types of content they can promote is almost endless. As Tumblr founder David Karp explained, the site wants to give marketers the space they need post anything from 4-second loop to an hour and a half video. Read more at TechCrunch.

    What other news stories did you hear about this week? Share your favorites with us in the comments.

    Image credit: James Good

    SUBSCRIBE TO HUBSPOT'S MARKETING BLOG

    Join 280,000+ fellow marketers! Get HubSpot's latest marketing articles in your inbox. Enter your email:

    Search Inbound Hub

    Subscribe to Marketing Articles by Email

    Subscribe by RSS

    Follow HubSpot

    Call Us: 1-888-HUBSPOT