Instagram’s crackdown, A new GMB feature and Google’s Swipe to Visit tool: the past month in search

By Jaywing

In July, Instagram shook up the way its platform is used and portrayed for businesses and individuals. The highly popular social media platform expanded its test of removing how likes were displayed on images by completely removing them altogether.  Previously, the count of likes were publicly displayed but now the posts will only show the accounts user name ‘’and others like this’’.  

Instagram’s reasoning for the removal of likes was due to a concern that followers should be focussing on the images and videos, rather how many likes they receive. The Director of Public Policy at Instagram and Facebook in Australia and New Zealand, Mia Garlick told ABC, “We know that people come to Instagram to express themselves and to be creative and follow their passions. And we want to make sure it’s not a competition,”.  

When looking at images and videos, the count of likes is now hidden unless the user physically clicks into the likes, which will only show who has liked it not how many likes in total the post received, only the user who owns the account will be able to see their total number of likes.   

This test began in Canada and has now expanded to Australia, Brazil, Ireland, Italy, Japan and NZ.

What does this mean for brands/businesses?

In the past, the number of likes a post received could have a lot to do with a user buying a specific product over another. 

For brands and businesses, removing likes means they will have to sway their followers in different ways. This can include creating better content which is engaging and resonates with their audience. This content will need to serve a purpose for followers and of course, maintain a level of entertainment for engagement. 

We chatted with our Biddable Media Analyst, David Hills on what this could mean for paid social, David said, ‘’For sponsored posts, this shouldn’t be an issue as people don’t click on an Instagram ad because it’s got a high amount of likes, rather because it has been targeted to them based on relevance. It would more impact ads if people start to move away from using Instagram or engagement is lower organically’’.

Google My Business request a quote button

Google is currently rolling out a new feature in the US which allows eligible business listings to have ‘request a quote’ call to action button. This new feature is for service level businesses and can be turned on with the messaging feature. So far it has been added to certain industries listings including, digital marketing services, landscaping, electricians and other trades.  

It is not evident if or when this feature will be available in Australia but we at Jaywing see this as a great addition to business listings, as it has the potential to create more leads for businesses. However, with users now having the option to request quotes without visiting the businesses website, this can prevent traffic from reaching the actual website as this is all handled through Google’s services. As Google continues to add new features to Google My Business it is important that agencies are reporting on the updates, to ensure changes in behaviour are clearly understood and tracked for clients. 

 

Image credit: Seroundtable.com

 

Google Images: Swipe to Visit 

Google is now making its image search on mobile a lot more user-friendly for those who are wanting to explore and purchase where an image product is from. The new image feature displays a small preview of an AMP-enabled website at the bottom of the Google image page, which allows the user to swipe up to access the corresponding page. 

This new feature is very useful for users as they can visually scan and compare many options. For brands, this is a great way to showcase high-quality images of their products which can be optimised to attract users to head to their website and in turn purchase the products. The new feature may be a great way for businesses to increase their traffic, all from one swipe of a finger. 

Over the next coming weeks, the data from the AMP traffic will be viewable in a Search Console performance report area, which will now make it easier for businesses and agencies to track how well the new feature is doing. 

 

Image credit: Google

 

Avatar
The author

Jaywing