Mayfly Insights 21/09/2018

Google’s mobile-first indexing, e-commerce on Instagram, the comeback of the chronological feed on Twitter and Pinterest’s steps towards influencer marketing –
read all about the news in the digital marketing world here.

Google continues the roll-out of its mobile-first indexing

More and more website owners are receiving emails from Google informing them about the mobile-first indexing. While Google’s ranking and indexing system has historically used the desktop version of a site’s content, it is now continuing to globally adopt the mobile-first indexing, which is mainly due to an increase in mobile searches amongst users of the search engine. This means that the mobile version now gets priority over the desktop version, although Google also states that it may still show content to users that’s not mobile-friendly or fast-loading, if the other ranking aspects determine that it is the most relevant content.

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Instagram further expands e-commerce features

After introducing shoppable posts earlier this year, Instagram has been testing Shopping in Stories since June and has now announced to roll out the feature globally. Businesses who have been approved for shopping on Instagram, can now add the little tote bag icon to their stories, making it possible for the users to view product information, additional images and even click through to the business’ website without having to leave the Story.

Instagram has further introduced Shopping in Explore, a shopping channel which is personalised to the user and is expected to be rolled out globally over the coming weeks. Users will be able to discover products of their favourite brands, and brands they may be interested in, by selecting the Shopping topic channel which will sit alongside other Explore topics (launched on the Explore page in June).

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Twitter brings back the chronological feed

On Monday Twitter announced the return of the chronological feed, by giving its users the option to opt for a display of tweets in reverse chronological order. Twitter had changed the algorithm in 2016 to displaying relevant tweets based on users’ interactions in the app, and claimed that it would increase engagement across the platform. Although Twitter’s ad targeting filters and ad units will not be affected if a user changes the display of the timeline, organic posts of businesses might now be overlooked. However, if the algorithm had not recognised an organic tweet as relevant for the user before, a switch to the chronological timeline might result in higher visibility.

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Pinterest takes a step towards influencer marketing

With about 250 million active users, Pinterest has gradually shifted its focus from direct interaction to product discovery, not surprisingly, given that 90% of the weekly Pinners use the app for purchase decisions. On Tuesday, the social network announced the opening of their content marketing API to third-party influencer marketing platforms, partnering with platforms like Klear, Open Influence or With this step Pinterest is hoping to enable collaboration between brands and influencers, specifically benefiting businesses by gaining insights into key statistics (like monthly views, followers, impressions etc.) and facilitating connections with relevant influencers.

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