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The Top 10 Social Media Sites & Platforms 2022

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Social media is a pillar of many people’s daily lives.

The Digital 2022 April Global Statshot Report found that there are 4.65 billion social media users on the planet. That’s 58.7% of the global population, many of whom are using social media as a primary source of information.

From news (and disinformation) to lifestyle tips, decision-making to product research, social media users can gather all the information they need, without ever leaving their platform of choice.

And it’s not just in the U.S. (though 84% of Americans use at least one social media network). China now has more than 1 billion social media users, despite still having roughly 415 million citizens without internet access.

For marketers, these are more than just eye-catching numbers – they’re potential customers. And if you have a proper social media strategy, they can become realized customers.

Unfortunately, it’s not just as easy as hanging out your shingle on Facebook and waiting for the business to come rolling in.

You have to have a strategy to raise brand awareness, connect with potential customers, and engage with your audience. And a key part of that is being in the right place.

For example, if you’re selling retirement homes, TikTok probably isn’t the place for you, as 47.4% of users are under 30.

Similarly, if you want to target native Chinese speakers, Facebook probably isn’t the right platform for you, as it only has 3.3 million users in China.

So, how do you choose where to spend your time (and potential ad spend)?

Unless your company has deep pockets and doesn’t care about results, a shotgun approach, where you try to target everyone, everywhere, at the same time isn’t effective.

You need to consider which channels are right for your audience.

Before you go all-in on one social media site, test several out. See if you’re getting the results you want, and then strategically choose which ones you want to double down on.

In this piece, we’ll look at some of the most popular social media platforms, give you a quick overview of them, and make suggestions about what type of business they might work for.

Top 10 Social Media Platforms Compared

MAU Revenue Launched Headquarters
1 Facebook 2.9 billion $85.96 billion 2004 Menlo Park, CA
2 YouTube 2.2 billion $28.8 billion 2005 San Bruno, California
3 WhatsApp 2 billion $5.5 billion 2009 Menlo Park, California
4 Instagram 2 billion $24 billion 2010 Menlo Park, CA
5 TikTok 1 billion $11 billion 2016 Culver City, CA
6 Snapchat 538 million $1.06 billion 2011 Los Angeles, CA
7 Pinterest 444 million $575 million 2005 San Francisco, CA
8 Reddit 430 million $289.9 million 2010 San Francisco, CA
9 LinkedIn 250 million $12. 4 billion 2006 San Francisco, CA
10 Twitter 217 million $5.42 billion 2003 Mountain View, CA

The Top 10 Social Media Apps By Monthly Active Users

MAU
1 Facebook 2.9 billion
2 YouTube 2.2 billion
3 WhatsApp 2 billion
4 Instagram 2 billion
5 TikTok 1 billion
6 Snapchat 538 million
7 Pinterest 444 million
8 Reddit 430 million
9 LinkedIn 250 million
10 Twitter 217 million

The Top 10 Social Media Sites And Platforms

1. Facebook

Screenshot by author, May 2022FB Page sample

Headquarters: Menlo Park, CA

Launched: 2004

Monthly Active Users: 2.9 billion

Founders: Mark Zuckerberg, Eduardo Saverin, Andrew McCollum, Dustin Moskovitz, Chris Hughes

Revenue: $86 billion (2022)

Facebook isn’t number one anymore. Sure, the platform that you connect with your mom, third-grade teacher, and neighbor is still there, and still as popular as ever (even more so, actually).

But now it’s Meta. Or at least the company that owns it, Instagram, and WhatsApp are now Meta, Inc.

The platform has seen a demographic shift, but it’s still the big dog on the social media block.

Some of the leading industries on Facebook include financial services, ecommerce, retail, gaming, entertainment, media, telecom, technology, consumer goods, and automotive businesses.

The News Feed increasingly suppresses business posts, but there are still ways to bolster engagement without investing in ads.

However, if you really want to drive action from your audience, Facebook ads are a great way to do it.

Consider joining (or creating) groups, using a Facebook Messenger chatbot, or using live video to up your engagement.


2. YouTube

SEJ Youtube home pageScreenshot by author, May 2022SEJ Youtube home page

Launched: 2005

Headquarters: San Bruno, California

Monthly Active Users: 2.2 billion

Revenue: $28.8 billion (2022)

Founders: Jawed Karim, Steve Chen, Chad Hurley

The original video social media platform, YouTube maintains dominance in that market. It is currently the second most used platform with 2.2 billion monthly active users.

The potential for reach on YouTube is unrivaled, with 81% of U.S. adults using the platform. The numbers can’t be ignored.

YouTube has a strong user base across all age groups. This includes the difficult-to-reach 65+ demographic, 49% of whom use the platform, second only to Facebook.

YouTube covers all genres from beauty, gaming, and education to DIY home improvements. This is the platform for most brands to invest in, with video being the growing medium for content marketing.


3. WhatsApp

WhatsApp homepageScreenshot by author, May 2022WhatsApp homepage

Launched: 2009

Headquarters: Menlo Park, California

Monthly Active Users: 2 billion

Revenue: $5.5 billion (2022) estimated

Founders: Brian Acton, Jan Koum

WhatsApp remains the most popular social messaging app, way out in front of Facebook Messenger.

The closed messaging app might not seem the obvious choice for brands. But consider that SMS has a 98% open rate compared to 20% for email. It’s a captive audience. And, unlike SMS, WhatsApp messages are free to send.

If you use WhatsApp for customer service and retention, you probably already realize its potential for brands is huge and distinctly under-leveraged.

If you can crack WhatsApp, you’ll have a direct marketing channel to your audience.


4. Instagram

SEJ IG Screenshot by author, May 2022SEJ IG

Headquarters: Menlo Park, CA

Launched: 2010

Monthly Active Users: 2 billion

Founders: Kevin Systrom, Mike Krieger

Revenue: $24 billion (2022)

Instagram is a social network where product-based businesses, influencers, and coaches can thrive.

Since introducing shoppable posts in 2018, the potential ROI for product-based businesses is higher than ever – not only can B2B’s connect with a massive audience, they can link the product information and sales straight from the Gram.

If your target demographic is under 35, Instagram is a gold mine: 67% of 18-24-year-olds use Instagram, with 67% of Generation Z and 58% of Millennials using the app daily.

Read more Instagram Statistics and Facts for 2021.


5. TikTok

TikTok Official AccountScreenshot by author, May 2022TikTok Official Account

Launched: 2016

Headquarters: Culver City, California

Monthly Active Users: 1 billion

Founders: ByteDance Ltd, Zhang Yiming, Toutiao

Revenue: $11 billion (2022)

TikTok bills itself as “the leading destination for short-form mobile video” with a company mission to inspire creativity and bring joy.

TikTok has certainly struck a chord as it’s the youngest app to market but has already seen incredible growth.

In 2017, after only one year, the app became the fastest growing app worldwide.

Despite attempts to ban TikTok in the U.S. and being banned in India, as of 2021, the app had been downloaded more than 3 billion times globally.

If you want to connect with Generation Z, TikTok is the platform to check out.

In the U.S., 25% of the audience is a teenager or younger. Those users are highly engaged, too; with an average user session of nearly 11 minutes, which is twice as long as Pinterest, the next closest app.


6. Snapchat

Snapchat HomepageScreenshot by author, May 2022Snapchat Homepage

Headquarters: Los Angeles, CA

Launched: 2011

Monthly Active Users: 538 million

Founders: Evan Spiegel, Bobby Murphy, Daniel Smith, David Kravitz, Leo Noah Katz

Revenue: $1.06 billion  (2022)

If your target demographic is young, you definitely want to get in on Snapchat.

The most active users on Snapchat are 13-year-olds, and they’re spending upwards of 30 minutes a day on the app.

Snapchat is a haven for user-generated content, behind-the-scenes videos, exclusive offers, and influencer takeovers.


7. Reddit

SEJ on RedditScreenshot by author, May 2022SEJ on Reddit

Launched: 2005

Headquarters: San Francisco, CA

Monthly Active Users: 430 million

Founders: Steve Huffman, Alexis Ohanian, Aaron Swartz

Revenue: $289.9 million (2022)

Reddit heralds itself as “the front page of the internet,” and according to Alexa rankings, Reddit is one of the top 20 most-visited sites.

Reddit has a unique blend of content and community, with more than 2.8 million communities or subreddits, dedicated to every topic imaginable.

With so many niches, there’s a place for every brand and business – it’s a matter of finding the niches where your potential customers are active and diving in.

However, be warned: Reddit is a fickle place and won’t tolerate blatant self-promotion.

Tread lightly as you begin to navigate because if you get the tone wrong, commentators are quick to jump in and can trash a brand.


8. Pinterest

SEJ on PinterestScreenshot by author, May 2022SEJ on Pinterest

Launched: 2010

Headquarters: San Francisco, CA

Monthly Active Users: 444 million

Founders: Ben Silbermann, Paul Sciarra, Evan Sharp

Revenue: $574 million (2022)

Some of the most popular content on Pinterest includes fashion, food, decor, wedding, workout, and DIY-related pins.

In addition, anything with rich visuals can thrive on Pinterest.

Notably, 60% of Pinterest users are female. If you have a predominantly female audience, that’s a compelling reason to invest time in social media marketing on Pinterest.

That’s not to say that men aren’t on Pinterest – it has a male audience percentage of 40%.


9. Twitter

SEJ on TwitterScreenshot by author, May 2022SEJ on Twitter

Headquarters: San Francisco, CA

Launched: 2006

Monthly Active Users: 217 million (2021)

Founders: Jack Dorsey, Evan Williams, Biz Stone, Noah Glass

Revenue: $1.2 billion (2022)

Unlike other social media platforms, Twitter saw a decrease in the number of users in the past year. This may be attributed to the banning of former president Donald Trump and fears of conservative censorship.

As of this writing, the site is in the process of completing a $44 billion sale to Tesla CEO Elon Musk. This announcement led to large fluctuations in follower numbers as the political makeup of the users changed, a process Twitter referred to as “organic” in nature.

In spite of a clear understanding of what the future holds for the platform, if your business is related to entertainment, sports, politics, tech, or marketing, you stand to earn tremendous engagement on this app.

On Twitter, brands have an opportunity to craft and hone their voice. There’s room to be clever and personable, while still being informative and helpful.

Jump into threads, provide value, share your own content as well as others, and join the non-stop conversation.


10. LinkedIn

SEJ on LinkedInScreenshot by author, May 2022SEJ on LinkedIn

Headquarters: Sunnyvale, CA

Launched: 2003

Monthly Active Users: 830 million (2022)

Founders: Reid Hoffman, Konstantin Guericke, Allen Blue, Jean-Luc Vaillant, Eric Ly

Revenue: $8.05 billion (2020)

Within its massive network of professionals, you’ll find more than 61 million users in senior positions on LinkedIn.

If you’re looking for decision-makers who have the power to hire your company, stock your product, or partner with you, LinkedIn is the place to be.

Did you know that the average LinkedIn user has an income more than $2,000 above the national median? Or that 50 million people use it to search for jobs every week?

LinkedIn is a very focused social media platform, and because of that,  it has unlimited potential for connecting with an elite group of professionals who can make a difference for your business.

Which Platform(s) Should You Use?

Social media is everywhere. And everyone is using it, from your teenage neighbor who’s trying to go viral on TikTok with the latest dance, to your 86-year-old grandmother who’s using Facebook to track down long-lost friends.

But, not all platforms work for every business. So, if you were hoping you’d reach the end of this piece and there would be an easy answer as to which ones your company should be on, well, you’re out of luck.

That’s not to say there isn’t an answer, it’s just that every social media mix will be unique.

Different platforms have different functionality which often makes them more suitable for specific brands and industries.

Are you looking to boost customer engagement? Increase your reach? Create unforgettable brand experiences?

You need to figure out what you want to get out of your social media presence and then determine which strategy will help you achieve those goals.

Be selective, find the platform or platforms your audience is using, and then customize your campaign to reach them.


Featured Image: Paulo Bobita/Search Engine Journal

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12 Great Link Building Tools That Are Essential To Your Success

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12 Great Link Building Tools That Are Essential To Your Success

Link-building strategies, along with SEO tools, have certainly changed over the years.

Since the old automated link-building tools that automatically placed content like KontentMachine or GSA’s Search Engine Ranker, modern tools have moved to manual research and outreach platforms.

Tools that many of my link-building colleagues and I use today look more like ones used for public relations (PR) rather than link-building. However, there are still tools specific to link building that aren’t going anywhere.

These can be divided into four categories:

  • Link research.
  • Prospecting and outreach.
  • Reporting.
  • AI-powered tools.

Emerging technologies powered by AI can make the link-building process easier.

Link Research Prospecting And Outreach Reporting AI-Powered Tools
1. Majestic

Excellent for identifying the types of domains you should generate links from.

3. Pitchbox

Combines email outreach with SEO metrics.

8. Agency Analytics

Connects a variety of performance metrics.

10. Link Whisperer

Good for internal linking efforts.

2. Ahrefs

Provides useful reports to analyze trends.

4. BuzzSumo

Use to identify authors and sharers/backlinkers.

9. Cyfe

Customizable but automatic reporting.

11. Postaga

Find opportunities and initiate outreach.

5. Hunter.IO

A browser extension that helps you find contact information.

12. CTRify

WordPress plugin that generates content.

6. BrightLocal

Submit and manage citations.

7. HARO

Link Research Tools

Link research is vital to figuring out what type of sites you should be approaching. This includes establishing quality criteria, categories of sites, authority metrics, and others.

Majestic and Ahrefs are two research tools that provide large databases and robust reporting.

I’ve included both of these sites as I constantly see each having data that the other doesn’t.

You may find some links to your competitors’ sites in Majestic that aren’t listed in Ahrefs and vice versa.

These tools can be used together to build a comprehensive list of sites to analyze. As with many SEO tools, the pricing depends on how many features your team needs.

1. Majestic

  • Pricing: $49.99 per month with one user for the ‘Lite’ package. $99.99 per month for the “Pro” package, which they recommend for SEO agencies and consultants.
  • Payment options: Monthly or receive a discount for an annual subscription.
Screenshot from Majestic, January 2023

Here are some recommendations on using it and what reports should influence your link-building.

  • Topics: This data can be used to identify the types of sites you should be generating links from. Consider running this report on the link profiles for top-ranking sites, then finding sites that fit into similar categories.
  • Referring Domains: Use this to evaluate the number of unique domains you should focus on building for your site. This also offers a look into the trust/citation flow distribution (count of domains by trust/citation flow).

2. Ahrefs

  • Pricing: $99 per month with only one user for the ‘Lite’ plan. $199 per month for the “Standard” plan.
  • Payment options: Monthly or receive a discount for an annual subscription.
Ahrefs toolScreenshot from Ahrefs, January 2023

In contrast to Majestic, Ahrefs has some reports that are much easier to run inside the tool. It certainly costs more, but if you want more data, then Ahrefs is the right choice.

Here are reports to use in Ahrefs over Majestic:

  • Pages > Best by links: Two useful applications of this report are:
    • Identify competitors’ most linked content to influence your content strategies.
    • Identify the type of sites that link to the content you will produce.
  • Pages > Best by link growth: This is a “trend” report providing content that has been generating links over the last 30 days. Find content here that is receiving a rapid number of links and create more robust content.

Prospecting And Outreach Tools

Finding highly relevant sites that may link to your content is the most excruciating part of link building.

You can create a large list of sites and bulk outreach to save time, but when evaluating your link-building success on links gained per hour and the quality of those links, it’s best to handle prospecting manually or in a semi-automated approach.

I’ll go through five tools, Pitchbox, BuzzSumo, Hunter.io, BrightLocal, and HARO.

These tools can be used for the most popular link-building strategies.

3. Pitchbox

  • Pricing: Averages $500+ per month.
  • Payment options: Prices are dependent on an individual walkthrough with Pitchbox.

Pitchbox is one of the pricier tools on the market compared to email tools like MailChimp, but integrated prospecting helps reduce the time to qualify sites.

The prospecting sites list builder and SEO metrics integrated right into the opportunities report make the tool stand out.

PitchboxScreenshot from Pitchbox, January 2023

4. BuzzSumo

  • Pricing: $99 per month for the “Pro” package. $179 per month for the “Plus” package. There’s a pared-down free version with limited searches per month.
  • Payment options: There is also a free version with limited features.

This is an excellent tool for building lists of blogs, influencers, and authors. Out of all the prospecting tools on the list, BuzzSumo has the best filtering options.

You can use the tool for a lot of purposes, but for link building, these are two effective use cases:

  • Identifying authors: The content research and influencers sections provide lists of authors/influencers that are searchable by keywords in the content they shared or produced. One fantastic use for this is to search through the “most shared” report and find influencers that received more than 2,000 shares of their content, then outreach to them to share yours. This can yield a lot of natural links.
  • Identifying sharers/backlinks: The second use goes a layer deeper than the first, finding those that have shared the content. Pull a list of shares or backlinking websites by content, then create similar but better content.
Buzzsumo platformScreenshot from Buzzsumo, January 2023

5. Hunter.io

  • Pricing: Starts at free. The first two upgraded packages are $49 per month and $99 per month.
  • Payment options: Free for 25 monthly searches up to $399 per month for 30,000 searches.

This browser extension finds email addresses for easy contact options.

It helps cut down on time spent sifting through About pages. You can also take it a step further and use the tool for outreach.

Hunter.ioScreenshot from Hunter.io, January 2023

6. BrightLocal

  • Pricing: $29-$79 per month, depending on package size.
  • Payment options: You can also pay for the citation builder, reviews, or enterprise.

Citation building is important for local SEO and should be considered a link-building project.

One of the tools with the best value for submitting and managing citations is BrightLocal.

There are two components: citation monitoring and citation building. The tool also allows you to figure out how you’re ranking based on the local competition.

BrightLocalScreenshot from BightLocal, January 2023

7. HARO

  • Pricing: Starts at free. The first paid plan is $19 per month, which adds alerts and search functionality.
  • Payment options: The free options offer media options delivered to your email three times a day and up to $149/month for premium.

While this tool is traditionally used in the journalism world, it can also help link builders. It connects you with credible sources and allows you to build natural backlinks.

HAROScreenshot from HARO, January 2023

Reporting Tools

Although many of the tools in the previous section have reporting functionality built in, I’ve found them lacking in custom reporting or the ability to associate links to ranking performance.

These tools solve that issue; AgencyAnalytics and Cyfe.

8. Agency Analytics

  • Pricing: $12 per month, per campaign. $18 per month per campaign for custom reporting features.
  • Payment options: Pay annually to save money.

Agency Analytics automatically populates the dashboard with data from Moz and Majestic and connects that data to critical performance metrics, like ranking and organic traffic.

Qualified traffic that converts to leads or sales is the purpose of link-building and SEO efforts, so reporting needs to make a connection between them.

Agency AnalyticsScreenshot from Agency Analytics, January 2023

9. Cyfe

  • Pricing: $19 per month for one user, with higher tiers for more users.
  • Payment options: Unlimited users for $89/month.

This tool can be built out as a hybrid between Google Sheets and Agency Analytics, meaning it’s very customizable but can also automatically and easily aggregate data from multiple sources to create a meaningful report.

CyfeScreenshot from Cyfe, January 2023

AI-Powered Tools

AI-powered tools can significantly simplify otherwise complex and time-consuming tasks. Remember that some of your processes will require a human touch, so always evaluate how performance is impacted when integrating AI into your processes.

The following tools, Link Whisper, Postaga, and CTRify use AI to discover opportunities and automate processes.

10. Link Whisper

  • Pricing: $77 per month for one site, with additional plans for more sites.
  • Payment options: One to 50 site licenses.

Link Whisper is useful for internal link building.

AI technologies offer automatic link suggestions as content is produced. It can also help you recognize old content that needs more links directed to it.

The tools also automate links based on keywords and offer internal link reporting. It’s pretty all-inclusive and can help speed up internal link-building automatically.

Link WhispererScreenshot from Link Whisperer, January 2023

11. Postaga

  • Pricing: $84 per month for one account with five users. $250 per month for 30 accounts with unlimited users.
  • Payment options: Save by paying annually.

Postaga does everything from finding opportunities to initiating outreach.

AI comes into play with the outreach assistant, which finds relevant information from influencers to include in emails. You can also enter your domain into the tool to find relevant campaign ideas.

PostagaScreenshot from Postaga, January 2023

12. CTRify

  • Pricing: A free version. $197 or $497, depending on the plan.
  • Payment options: Single payment.

CTRify is a WordPress plugin that is great for content creation.

All it takes is a single keyword, and the AI creates the content you need for a specific campaign. You can then automatically publish the posts – it doesn’t get much simpler than that.

CTRifyScreenshot from CTRify, January 2023

Conclusion

I’ve curated this list with the intent to offer a tool for every reader, providing enterprise-level affordable solutions and highly technical tools.

There is diversity in the available tools, and you will need to select the right one for the job.

You don’t need to have a $1,000 monthly tool budget to be a link builder, but all of the tasks will take time. Allocating your time and budget in the right combination improves business outcomes.


Featured Image: Paulo Bobita/Search Engine Journal



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WordPress Admin Interface Is “Simply Bad”

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WordPress Admin Interface Is "Simply Bad"

Yoast SEO plugin founder, Joost de Valk, published a critical appraisal of the WordPress user interface (UI), saying that it makes it  “harder to use” and may be a reason that contributes to WordPress losing market share to companies like Wix and Shopify.

The official WordPress design philosophy states that they want to make WordPress easier to use with every new version published.

They write that it’s their goal that the “non-technically minded” user is the one they design for so that they can be set up within five minutes with a fully functional website.

However the reality of how easy WordPress is to use falls far short of their philosophy statement.

Even the developer of WordPress itself, Matt Mullenweg, said that designing in Wix is faster than doing the same thing in WordPress.

WordPress User Interface Design

Joost points the finger at the current WordPress admin user interface as a contributing factor to why WordPress is confusing to use.

He called attention to the fact that WordPress has three different user interfaces, forcing users to learn how to use each interface and complicating the experience of using WordPress.

To make things worse, themes and plugins introduce their own user interface elements, which again forces users to learn an entirely different way to navigate and user the software.

An ideal user interface (UI) offers a consistent workspace so that a user doesn’t have to stop and rethink where all the buttons and links are.

Interacting with the interface should be similar across every screen, regardless of what they are trying to accomplish.

Joost wrote:

“The current state is simply bad: WordPress core basically has 3 designs now.

The edit post page I’m typing this in looks nothing like the Posts overview page, which looks nothing like the Site Health page.

And then you go into plugins and each has their own UI there too. This makes WordPress as a whole harder to use.”

WordPress is Old Fashioned and Losing Market Share

Aside from the UI being inconsistent, Joost also pointed out that competitors like Wix have a consistent UI throughout their content management systems.

So while the rest of the world is moving on with best practices WordPress is stuck with the same inconsistent interface it’s had for years.

Yoast insisted that the poor user interface is contributing to the exodus of users from WordPress to competitors.

“This is how we lose CMS market share to companies like Wix and Shopify (who each do have their own design system).”

Is WordPress Hard to Use?

A major feature that makes a closed source CMS like Wix attractive is that it’s easy to use. One of the reasons it’s easy to use is a consistent design system.

PC Magazine gave Wix an Editors Choice Best of the Year Award in 2022, writing:

“If you want to build a website online with minimal effort and maximum creative freedom, look no further than Wix.”

WordPress received no such award. However, in PC Magazine’s overview of WordPress, the authors remarked that it wasn’t “particularly difficult.”

But the authors of the PC Magazine overview also acknowledged the learning curve to using WordPress:

“…people who aren’t familiar with the process may need a guiding hand.”

WordPress theme website ThemeIsle writes:

“While WordPress does not require any coding knowledge, customizing your theme is often not that straightforward.

By default, you don’t get quite the same visual editing experience as you would with Squarespace or Wix, although the new Block Editor is evolving in that direction…Some poorly coded themes might also be a pain to adjust unless you’re an advanced user.”

One of the goals of WordPress is to be easy for users to build with.

So it’s puzzling that WordPress is acknowledged as difficult to use, particularly in comparison to closed source alternatives like Wix, Shopify and Duda.

Joost de Valk puts his finger on the outdated admin UI as one reason why WordPress is so hard to use.

He practically pleads for the leadership at WordPress to prioritize designing a consistent user interface.

“WordPress needs a design system and it needs it fast…”

Response from Twitter WordPress Community

The response to Joost’s article was overwhelmingly positive, with many from the WordPress community thanking Joost for calling attention to the topic.

@learnwithmattc tweeted:

“Excellent write-up, summary, recommendations, tips, resources. It’s not often you get this much valuable info in one blog post.

WP Product Devs, pay attention! Settings UIs matter, whether you like the route Yoast took or not, I think it’s worth paying attention to.”

@Shock9699 tweeted thanks for the article, calling attention to the mismatched menus within the WordPress admin interface.

“Totally agree. WordPress now looks like a 10/15 year old CMS. Especially with the advent of the new FSE where the internal menus are different from those of the normal dashboard.”

@mnowak_eth tweeted agreement with the opinions about the state of the WordPress admin UI:

“…Wordpress panel is starting to look like ancient enterprise software (you know the names). With the whole SaaS movement constantly educating the Internet society on good and bad UX and ergonomics, wp panel was overlooked.”

A standardized design that is shared by plugins and themes would create a seamless and coherent admin interface. @wpsecurityuser tweeted an appeal for a standardized design system.

“Please stop plugins implementing their UI systems, update the wordpress admin UI and standerdize everything, let’s get modern.”

@bitartem called attention to the value of having a design system in place so that the WordPress ecosystem can know ahead of time what to expect.

“Another problem is that WordPress is in a transitional phase, I mean Block Editor, and Full Site Editing, and new features are added almost every day, so if there’s a Design System, we need to know what WordPress will become in near future.”

WordPress Admin User Interface Needs Improvement

It’s hard to escape the conclusion that WordPress is in trouble when the person who created it says that it’s faster to get things done in a closed source competitor than it is with WordPress.

Joost’s article focuses on the outdated state of the WordPress admin interface and calls attention to the need for a coherent design statement that plugin and theme developers could adopt in order to create an easier to use end product.

Read Joost de Valk’s Blog Post

WordPress’ admin UI needs to be better



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Top YouTube Videos, Shorts, And Ads of 2022

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Top YouTube Videos, Shorts, And Ads of 2022

Examining YouTube’s list of the top trending videos and top Shorts of 2022, as well as the YouTube Ads Leaderboard: 2022 year-end-wrap-up can teach content marketers, content creators, and digital advertisers some important lessons that they can apply in 2023.

But, it helps if you have a secret decoder ring to decipher why there are three lists – and why each one uses a different methodology to come up with the rankings.

YouTube unveiled its first list of the 10 most-watched YouTube videos back in December 2010. Unfortunately, that list taught many marketers that “view count” was the only metric that mattered.

But, I got my secret decoder ring back in October 2012, when YouTube started adjusting the ranking of videos in YouTube search results to reward engaging videos that kept viewers watching.

In other words, YouTube replaced “view count” with “watch time.”

This was a significant shift, because “watch time” gives you a sense of what content viewers actually watch, as opposed to videos that they click on and then abandon.

In December 2012, YouTube shifted from unveiling its 10 “most-watched” videos of the year to unveiling its “top trending videos,” based on time spent watching, sharing, commenting, liking, and other factors.

In other words, “watch time” and “engagements” were now the metrics that mattered.

Today, YouTube’s algorithm rewards “viewer satisfaction.”

In other words, YouTube doesn’t pay attention to videos; it pays attention to viewers.

So, rather than trying to make videos that’ll make an algorithm happy, focus on making videos that make your viewers happy.

This brings us to YouTube’s lists of “trending videos” and “top Shorts” for 2022.

To learn important lessons that can be applied in 2023, we need to realize that YouTube’s discovery system uses both absolute and relative watch time as signals when deciding audience engagement.

Ultimately, YouTube wants both short and long videos to succeed, so relative watch time is more important for short videos, and absolute watch time is more important for longer videos.

Top 7 Trending Videos Of 2022

1. “So Long Nerds“ By Technoblade (6:32 long, 88.3 million Views, 10.2 million engagements)

In this moving tribute, the father of beloved Minecraft creator Technoblade reads a farewell letter from his son.

The gamer lost his battle with cancer in June, but his legacy remains on YouTube.

2. “Watch The Uncensored Moment Will Smith Smacks Chris Rock On Stage At The Oscars, Drops F-bomb” By Guardian News (1:24 long, 104 million Views, and 1.8 million engagements)

It was the smack heard ‘round the world: Academy Award winner Will Smith went off-script and slapped Chris Rock, live on-stage, at the film industry’s most prestigious event.

3. “Hi, I’m Dream” By Dream (5:42 long, 48.5 million Views, and 4.7 million engagements)

Dream’s ingenuity within Minecraft has led him to become a top creator with a devoted fanbase.

But no one knew what he looked like IRL, until now.

4. “ Dre, Snoop Dogg, Eminem, Mary J. Blige, Kendrick Lamar & 50 Cent Full Pepsi Sb Lvi Halftime Show” By NFL (14:41 long, 146 million Views, and 3.5 million engagements)

Lose yourself in this epic Super Bowl halftime show packed with some of the biggest artists in hip-hop history: Dr. Dre, Snoop, Eminem, Mary J. Blige, Kendrick Lama, and 50 Cent.

5. “I Built Willy Wonka’s Chocolate Factory!” By Mrbeast (17:01 long, 132 million Views, and 5.1 million engagements)

In a “Willy Wonka” inspired warehouse, MrBeast challenges contestants to traverse a chocolate river, climb a candy wall, compete in confection-themed games, and indulge in their sweetest fantasies.

6. “Pranks Destroy Scam Callers- Glitterbomb Payback” By Mark Rober (26:41 long, 55.9 million Views, and 2.2 million engagements).

Engineer Mark Rober exacts dazzling revenge on a scam call center in the latest version of his glitterbomb series.

7. “Being Not Straight” By Jaiden Animations (15:22 long, 17.8 million Views, and 1.7 million engagements)

In this coming-out video, Jaiden Animations depicts a personal journey from adolescence to adulthood, sharing how they discovered their sexual identity along the way.

Top 7 Shorts Of 2022

1. “Diver Cracks Egg At 45 Ft Deep #Shorts” By Shangerdanger (0:56 long, 251 million Views, and 12.3 million engagements)

The ocean floor is a mysterious place. It’s full of unknown sea creatures, strange plants, and…chicken eggs?!

Join Shangerdanger as he cracks up the internet and dives egg-first into the blue depths.

2. “Sarah Trust Challenges” By Hingaflips (0:31 long, 142 million Views, and 6.5 million engagements)

Better than parkour? This is Trampwall: an epic sport where acrobats defy gravity and leap off a wall, onto a trampoline, to pull off mind-blowing aerial stunts.

3. “Come With Me To Shave My Fluffy Dog! #Doggrooming #Grooming #Goldendoodle” By Brodie That Dood (0:52 long, 108 million Views, and 6.8 million engagements)

For years, his long fluffy fur has made Brodie one of the most iconic dogs on YouTube. So, the heartbreak was real when it was decided that he needed a close trim.

4. “Dave and Busters Bet Me 1000 Tickets I Couldn’t Do This…” By Chris Ivan (0:59 long, 83.6 million Views, and 6.3 million engagements).

No one does trick shots like creator Chris Ivan. In this Short, he attempts to land a plunger on a Dave & Buster’s sign.

The prize? 1,000 tickets … if he can pull it off.

5. “That Gap Between Your Car Seat and Center Console” By Jay & Sharon (0:58 long, 182 million Views, and 6.4 million engagements)

We’ve all lost something in the dreaded gap between the car seat and the center console.

In this comedic sketch, creators Jay & Sharon show us what’s really going on down there.

6. “Welcome To The Stomach #Shorts” By Adrian Bliss (0:34 long, 118 million Views, and 7.0 million engagements)

In this bite-sized skit, witty creator Adrian Bliss brings to life all the characters trying to gain entrance – and party in – his space-limited stomach.

7. “This Magic Trick Explained (America’s Got Talent)” By Zack D. Films (0:34 long, 97.4 million Views, and 5.6 million engagements).

How did he do it? The judges of “America’s Got Talent” were confounded by this magic trick.

But not internet-sleuth Zack D., who unveils its clever secret.

Top 7 YouTube Ads Of 2022

Meanwhile, YouTube uses an entirely different methodology to determine the top YouTube ad for its 2022 year-end wrap-up Leaderboard. This makes sense.

The top ads are generally the ones with the biggest budgets, which drive up view counts, but not always engagements.

1. “Amazon’s Big Game Commercial: Mind Reader” By Amazon (1:31 long, 69.7 million Views, and 25,700 engagements)

The creative agency for this ad was Lucky Generals and the media agency was IPG – Rufus.

The ad’s description asks, “Is Alexa reading minds a good idea? No. No, it is not.”

2. “Welcome To Clan Capital! Clash Of Clans New Update!” By Clash Of Clans (1:20 long, 52.9 million Views, and 212,000 engagements)

The creative agency was Psyop, and the media agency was in-house.

The ad’s description says,

“Welcome to the ultimate clan destination! A place where you and your clan can BUILD and BATTLE together! A place called CLAN CAPITAL!”

3. “Goal Of The Century X BTS | Yet To Come (Hyundai Ver.) Official Music Video” By Hyundaiworldwide (4:08 long, 40.5 million Views, and 886,000 engagements)

The ad’s description says,

“Our ‘Goal of the Century’ can’t be achieved by one individual alone, but we can achieve it if we all join forces and unite.

Just like football players come together as a team to score goals, we aim to use the power of football to go forward together in pursuit of the greatest goal – ‘A united world for sustainability.’”

4. “Harry Potter 20th Anniversary: Return To Hogwarts | Official Trailer | HBO Max” By HBO Max (1:58 long, 27.3 million Views, and 739,000 engagements)

The creative agency was in-house, and the media agency was Hearts & Science.

The ad’s description says,

“Harry Potter 20th Anniversary: Return to Hogwarts invites fans on a magical first-person journey through one of the most beloved film franchises of all time as it reunites Daniel Radcliffe, Rupert Grint, Emma Watson, and other esteemed cast members and filmmakers across all eight Harry Potter films for the first time to celebrate the anniversary of the franchise’s first film, Harry Potter and the Sorcerer’s Stone.”

5. “Introducing iPhone 14 Pro | Apple” by Apple (4:20 long, 23.8 million views, and 571,000 engagements)

The ad’s description asks, “What lies beyond a traditional smartphone? Let’s find out. This is iPhone 14 Pro.”

6. All of Us Are Dead | Official Trailer | Netflix” by Netflix (2:35 long, 22.6 million views, and 518,000 engagements)

The creative agency was The Refinery, and the media agency was in-house. The ad’s description says,

“All of us will die. There is no hope.” The school turned into a bloody battleground and our friends into worst enemies. Who will make it out alive?”

7. Sally’s Seashells (Extended) | Big Game Commercial 2022“ by Squarespace (1:07 long, 21.6 million views, and 67,600 engagements)

The media agency was in-house. The ad’s description says,

“See everything that Sally sells in this extended cut of our 2022 Big Game commercial. Starring Zendaya as Sally and narrated by andré 3000.”

Most Important Lesson That Marketers Can Apply In 2023

Looking back at YouTube’s lists of top trending videos, top Shorts, and top ads for 2022, there is a meta-lesson that marketers can learn: one size does not fit all.

Different metrics matter when measuring different types of video, and different types of ads are better for different marketing objectives.

Or, as the British say, “There are horses for courses.”

Now, that’s a lesson that all of us can apply in 2023, and beyond.

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