[This article is originally published in searchengineland.com written by Greg Sterling - Uploaded by AIRS Member: Eric Beaudoin]

Facebook users turned to Google search or went directly to publishers.

An interesting thing happened on August 3. Facebook was down for nearly an hour in Europe and North America. During that time, many users who were shut out of their Facebook News Feeds went directly to news sites or searched for news.

Direct traffic spikes during a Facebook outage. According to data presented by Chartbeat at the recent Online News Association conference, direct traffic to news publisher sites increased 11 percent (in large part from app-driven traffic), and search traffic (to news sites) increased 8 percent during the outage that occurred a little after 4:00 p.m., as shown in the chart above.

According to late 2017 data from the Pew Research Center:

Just under half (45 percent) of U.S. adults use Facebook for news. Half of Facebook’s news users get news from that social media site alone, with just one-in-five relying on three or more sites for news.

Algorithm change sent people back to search. From that perspective, it makes sense that when Facebook is unavailable, people will turn to direct sources to get news. Earlier this year, however, Facebook began to “fix” the News Feed by minimizing third-party “commercial content.” This impacted multiple entities, but most news publishers saw their referral traffic from Facebook decline, a pattern that predated the algorithm change.

Starting in 2017, there’s evidence that as Facebook referrals have declined, more people have turned to Google to obtain their news fix. Users no longer able to get news as easily from Facebook are going to Google or directly to news sources to get it.

Why it matters to marketers. The trends shown in this chart underscore opportunities for content creators to capitalize on well-optimized pages (and possibly ads) to reach news-seeking audiences in search. It also highlights programmatic and direct-buying ad opportunities for marketers to reach these audiences on publisher sites.

Categorized in News & Politics

Videos will be responsible for nearly three-quarters of all internet traffic by 2017, potentially outpacing brands’ investment in them.

E​arlier this year, Brafton reported that ​just ​70 percent of marketers are ​making video content a priority. ​The latest data ​suggests all companies should ​invest ​in video marketing if they want their target audience to click to their sites​ from across the web​.

​​According to data from Syndacast, videos will be responsible for 74 percent of all internet traffic by 2017.

Video traffic growth is fueled at least in part by rising search clicks, as thumbnail images are eye-catching in 
​SERPs. ​Images may catch more search clicks ​than ​hyperlinks​ because ​they​ seems trustworthy​, more tutorial or even just more personal and friendly.

How to choose a video thumbnail for traffic wins

Last year, Georgia Tech and Yahoo Labs conducted a study about Instagram success and found people are more likely to engage with images of human faces than other posts​. Pictures with faces are 38 percent more likely to earn Likes and 32 percent more likely to receive Comments. 

video snippet clicks

The bottom line? Images of people are bait for online engagement.

“Faces are powerful channels of non-verbal communication. We constantly monitor them for a variety of contexts, including attractiveness, emotions and identity,” said Saeideh Bakhshi, of the Georgia Tech College of Computing Ph.D., who led the study.

By producing videos, you let your audience in on your brand’s personality. When possible, choose thumbnails that put a face to the brand to build instant connections.

Why video marketing wins attention from on-the-go users

As videos are becoming more effective tools for marketing campaigns, they’re also becoming more popular with busy mobile-device users:

  • 33%​ of tablet owners watches about an hour of video on their devices every day
  • 28% of smartphone users watches a video on their devices at least once a day

​M​any web users who want to be ​simultaneously ​entertained ​and ​educated​ prefer video content​ – as long as it doesn’t take more than a few minutes. ​Mobile web users have notoriously short attention spans, and even desktop viewers are unlikely to wait around for a long video to load if they even commit to watching it.

The key to creating effective video content that ​drives traffic is a strategy for ​short, high-impact clips​​​. ​It’s a tall order when you must also pack personality into each video: ​People respond to formats that feel personal and accessible. ​​Video content that educat​es and entertai​ns yields the ultimate ROI. 

​Traffic may be the reason more brands invest in video marketing, but this is the tip of the iceberg in terms of the format’s marketing potential.​​

Source : http://www.brafton.com/news/2017-74-web-traffic-will-come-video/

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