Are Twitter Ads Relevant in the Age of Temporary Messaging Apps?

For those with their finger on the pulse of digital media, it may seem as though Snapchat reaches new heights every day. For instance, Snapchat now has more daily users than Twitter or LinkedIn and is accessed regularly by 30 percent of all U.S. millennials.

But does this mean that it’s logical for your brand to begin a Snapchat advertising campaign? Most likely not, and especially not for small or mid-sized businesses lacking a teen and young adult customer base. Although Snapchat recently launched an expansion of its advertising opportunities, the platform has not yet been developed to the extent where a majority of businesses can leverage its reach for a significant ROI.

However, there is one social platform that offers unparalleled social advertising ROI – Twitter. Though it’s reached maturation, the little blue bird still packs a punch where influence and targeting is concerned and more so than ever with updated advertising features such as conversational ads and video ads on specific content categories.


The efficacy of Twitter advertising was on display during one of the biggest nights in American politics – the first presidential debate. Jenna Golden, head of political ad sales for Twitter, reported that her team dealt with multiple budgets of at least six figures on debate night. Eclipsing 84 million viewers and more than 10 million tweets, the event easily claimed the title of the most tweeted debate ever. Golden also noted that Twitter’s advertising tools allow campaigns of all magnitudes to target potential voters by demographic categories such geography, gender and Twitter-specific criteria such as the accounts a user follows or even specific hashtags they’ve used.

But can regular businesses leverage the social media site to the same extent? Absolutely!

Twitter offers a variety of targeting efforts based on who a user follows, interest categories, words and phrases a user recently tweeted or even what they’ve searched for. By honing in on the demographics of an ideal customer base, businesses can reach their audience more easily and cost effectively than other social networks without in-depth ad targeting.


Whether you’re a microbusiness with a team of one or a multi-billion-dollar company, Twitter has direct access to and influence over your audience – no matter now large or small, niche or broad – you just have to pay to consistently get your content in front of them.

Have questions about whether social media advertising may be right for your business? Request a consultation with our team of experts and we’ll walk you through social media platforms and PR/advertising options that deliver measurable results.

What Instagram’s Algorithm Change Means for Brands

The rapid growth of Instagram has resulted in more than 400 million monthly active users and a whopping 70 million photos shared on the platform per day. That’s a lot to miss out on – and no one wants to experience FOMO.

A new algorithm change being slowly rolled out by the social media platform will reduce users’ fears of missing out. Essentially, Instagram now shows what it believes users will want to see based on the length of time they’ve followed a person or brand as well as previous and current comments, likes and posting frequency.

Instagram blog (stock)

What this means for individuals is a more personalized, targeted user experience. More best friends’ newborn baby photos, more weekend reunion photos… you get the gist. It means a decrease in bad food pictures, Taylor Swift fan-girling and miscellaneous cat montages… unless that’s your cup of tea.

Brands, on the other hand, are terrified that this may signal the death of organic social impressions and that they’ll lose the reach of a previously reliable marketing channel, much like they did with Facebook when the site essentially made them pay for advertising so their posts could be seen. A valid concern considering that Facebook actually owns Instagram.

The general consensus seems to be that larger and more visual brands (think Patagonia, Nike, National Geographic) will be relatively unharmed by the changes, and may even benefit, while smaller and lesser known brands will be forced to become creative in their posts and rely on a loyal following that consistently engages with their content.

We’re always sharing interesting and engaging client updates and office happenings on our own Instagram profile. Make sure to follow us at @Dittoe_PR or request a consultation if you’re curious about how social media can tell your brand’s story.

Duplicate content, duplicate content: what to do, what to do?

In the world of SEO, nothing remains the same for long. Algorithms, best practices and penalties seem to change on a continuum, making it increasingly difficult for individuals and organizations to maintain their online reputation and keep their SEO scores clear from infractions and slaps on the wrist.

For organizations lacking the resources to continuously churn out high quality content for their website and social channels, the quick and easy copy and paste methodology is a last ditch effort to stay relevant and maintain an online presence.

This begs the questions: what’s the deal with duplicate content?

First, a look at its definition. Google identifies duplicate content as “substantive blocks of content within or across domains that either completely match other content or are appreciably similar.” Why does that matter? Because, Google explains, seeing “the same content repeated within a set of search results” is not a good user experience.

writingThe notion, however, that any use of duplicate content is inherently bad or will land you in Google jail is simply untrue. There are plenty of instances where Google won’t take action against a site unless the duplicate content is being used specifically to manipulate search results – or to blatantly lessen the credibility of a source. It’s a Google judgment call, in other words. Posting one blog post — verbatim — across multiple sites is technically okay, provided it’s not being done in attempt to game Google’s system.

Once Google makes the determination that your content is free and clear of any nasty Internet intentions the question can be raised: what happens to the “good” duplicate content? Let’s use this scenario:

Let’s say you post the same blog post to five different websites. Because Google doesn’t like showing multiple pieces of the same content, it’s forced to choose which version is most likely to be the original—or best (based on things like social sharing). As a result, one version of the blog post that’s linked to one domain may rank very highly, while the others linked to the remaining four domains may not rank at all.

The good news is that there is a solution to this. If it’s important that a content entry is linked with a particular domain (even if that same content is published on several other domains), you can use a Canonical tag to tell Google which content entry is the original, and thus, the best entry to include in results.

This method is the best means of housing content across multiple domains, though it’s certainly more advantageous to create original content whenever possible. Each online platform (website, blog, social media channel) has its nuances and user preferences, thus content posted uniquely for those target audiences will likely generate more meaningful engagement and interaction. Utilizing original content will also broaden your reach in search results for a given topic.