A new report from ProPublica and the New York Times found that dozens of large corporations — including Verizon, Amazon, Target, Goldman Sachs, and Facebook itself — were using Facebook’s targeted ads to only show job opportunities to younger people.
For those over a certain age, it’s like the ads didn’t even exist.
Verizon, according to the report, was looking to hire people in financial planning and analysis. So it took out an ad on Facebook — and targeted people between the ages of 25 and 36 years old.
Sorry, Baby Boomers and Gen X, looks like you’re out of luck. Good thing there’s a safety net out there that Paul Ryan would never dream of cutting … oh, I see.
As ProPublica notes, the Age Discrimination in Employment Act of 1967 prohibits bias against people 40 or older when hiring. There’s already been a class-action lawsuit filed in San Francisco against Facebook over the targeted ads.
Facebook acknowledged ProPublica had uncovered flaws in their ad system before — like the one that let advertisers target “Jew haters” — but defended itself over the age issue.
“We know we have more work to do — as previous investigations by ProPublica have shown,” wrote Rob Goldman, Facebook’s vice president of ads. “And we’re investing heavily in more people and better technology so that we constantly improve over time.”
“But in this case we disagree with ProPublica. Used responsibly, age-based targeting for employment purposes is an accepted industry practice and for good reason: it helps employers recruit and people of all ages find work.”
A quick reminder: When Mark Zuckerberg was 22, he stressed that “young people are just smarter,” and implied that people under 30 make better employees.
Yep, nothing to worry about here. Just major corporations shunning potential employees with kids, health problems, and all the other troublesome things that stop you from working long hours for very little money.
Here’s a fun quote from a 58-year-old social media marketing strategist who talked to ProPublica about looking for work.
“Once you reach your 50s, you may as well be dead,” he said. “I’ve gone into interviews, with my head of gray hair and my receding hairline, and they know I’m dead.”
Video Marketing Strategy: Is It A Hype Or A Hope?
As digital marketing evolves, we continue to see trends favoring video! In the present scenario, videos have turned out to be an excellent way to attract visitors and engage your community. Although the concept of video marketing isn’t something new, many ecommerce service providers featuring magento, shopify, woocommerce, etc. have been doing this for years, albeit with varying level of success. However, it still has plenty to offer to businesses, new and old, small or large.
According to several researches, 90% of consumers say that videos are helpful when deciding to make purchases online, and 64% of users say that they are more likely to buy a product online after watching a video.
Even after the concept being insanely popular, using video is still one of the most under-utilized ecommerce strategies. After all these years of experience in a digital marketing firm, I can assure you that 2018 is the time to take your ecommerce business to the next level. And of course, one cannot afford to ignore the power of incorporating video into the mix.
Video For eCommerce
Unlike photos, videos have an incredible ability to increase conversions by helping people to understand your product and provide them as much information as possible about the products you offer. Although, this can even be achieved by using copywriting, images and user reviews but I personally find videos as the most effective way to demonstrate a product on a large scale.
Apart from this, I would like to provide you certain reasons to choose video marketing for your ecommerce business.
- Google loves videos- Keeping everything else aside, Google displays a mix of results that comprises of video, image, news, maps and other mediums in addition to regular search results. Video marketing gives you an extra chance of ranking especially if none of your competitors is making use of the same. Additionally, Google favors and prioritizes sites with video ideally hosted by YouTube.
- Endless Clicks and Shares- Undoubtedly, video ads contribute to an improved customer engagement. One needs to make sure to pinpoint those areas where the engagement is seen. For example, time spent on the product pages. Consumers have this mentality to either watch videos than reading descriptions and this has nothing to do with laziness.
Over two-thirds of shoppers who play video on retail sites watch a video to at least 80% completion.
This means visitors have a valid reason to spend more time on your site, which lays a ground for future purchases. Besides, people are also more inclined to click on a video thumbnail than on something with no visual or multimedia element.
- Browse more- This is another as well as an interesting piece of evidence of how video marketing influences customer engagement. The process goes like as soon as a visitor encounters videos on product pages, he or she is more likely to continue browsing the site for more content, rather than bounce or exit from the website altogether.
- If a Picture is Worth 1,000 Words, than…- Video has the ability to convey an incredible amount of information very quickly. Perhaps, with video one can easily strike the emotional chord and indirectly tell customers how they should feel about an item.
Best Ecommerce Product Video Examples
There is no right way in particular to make a product video. Everything depends on a variety of factors such as your vertical, what expectations your customers have, etc. Down below I would like to mention few things though that are common to all the best product videos out there.
- Tell a story- Always remember, without appropriate context your video isn’t going to make any sense. It’s very easy to produce tons of product videos that show the item in a 360-degree spin. But there is no point in spending the money to produce such a video that can’t be used anywhere else. Henceforth, your video needs to be branded, put your product in the right context. Also, it needs to be shown in use, as a great example of your product — and why the customer can’t resist it.
- Short & sweet- Most of the video marketing strategies follow the 30-second rule- so that it can be easily shared on the social media. Of course, it’s hard to distill a message down in half a minute but the best product videos make it look like a cinch.
- Human-centric- An excellent video production is all about showing emotion and honesty — whether it shows actual people or is an animated video. In simple words, you want potential customers to walk away feeling that you have completely understood them and spoke to the core.
Here are a few product videos that you may love to rewatch.
Who says product videos need to be serious? No, absolutely not! The above video combines the brand’s humor with its niche product line without a single word in just 30 seconds.
Quite entertaining, isn’t it? But entertainment isn’t the only reason why this video turns out to be the best among all. Moreover, it showcases both the brand spirit as well as what a consumer can expect to get in the box and from the opening experience again in 30 seconds.
Underestimating the power of transparency and relatability is foolishness. Remember, you know your audience pretty well. I personally love the way they presented the founder giving a personal story behind why he started the company and speaking directly to people to like him, or parents of kids like he used to be.
Another attention-grabbing thing in line. The video explains that with products, it is essential to show the item in action. This video captures the journey –– in under 40 seconds.
How do you stand out from your competitor’s? If it’s with a customer-focus, then the video is a great way to tell that story. Here, Marucci takes a jab at competitors who release new models of product every year. Instead, the spokesperson goes into detail on why this new model took years of customer feedback, research and new technological advances to turn it into a reality.
And there you have it- your video strategy can differ widely, in terms of both cost and complexity. In the end, you need to determine how video can add value to your customers’ experience and decide on your approach.
Living a Day without Social Media Can Leave You Frazzled
Uplifting Your Business Prospects with Social Media
The journey from the verb,“being social” to the noun, “social media” has come a long way; probably made its debut with the uprise of Facebook. While some use social media to promote business prospects and strengthening communities, others use it to speak their mind, or should we say glorifying their “status.” Both scenarios are extreme; one encourages the blending of business minds, the other seems rather pointless. How many would be interested to know if you’re having the blues, or if your dog is having a bad day!
Mediums, like Facebook and Twitter have become larger-than-life social platforms, and are geared to keep you on the edge all day. It’s not uncommon to find people making a beeline to their workstations to get a peek at the number of posts they’ve got, or what their competitor’s status reads for the day. Everybody in the social media space wants to outwit the other by bagging the maximum hits they can get for absolutely no reason whatsoever. However, there are also good Samaritans who use the “likes” feature to lend a helping hand to someone who comes with a cause and could do with a little extra help.
When Hurricane Katrina, Hurricane Sandy, and several other natural and unnatural disasters devoured nations, it was social media that rose like a phoenix to connect people. It was reassuring to know that your loved ones are still breathing and safe, or unfortunately, they didn’t make it in time – everybody looks for closure. It’s insane to keep yourself in the dark without having a clue about the whereabouts of somebody you care about.
Bridging barriers with LinkedIn
It’s amazing how a social media like LinkedIn has taken the concept of job applications a notch higher for all the right reasons. Here’s a platform that unveils everything about a prospective candidate or employer at the get-go. You want to keep abreast of the business or person before you take the plunge into the professional arena. Knowing your employer/employee is definitely a win-win situation. You know exactly what you’re in for, rather than it blowing up in your face.
Who doesn’t want to land themselves a decent job from the comfort of their home? Thank heavens for social media platforms! You can browse from a million and more jobs dressed in your pajamas, and curled up under the blanket; all you need is a laptop and a dependable internet connection. It’s doable and easy on your pocket as well. How? You’re saving BIG – gas, prints, papers, and you’re not putting your body through undue pressure.
LinkedIn makes it possible to hunt for jobs in your niche, learn about the company and staff, roles and responsibilities, pay and perks, and much more! It’s a great way to learn about businesses and the kind of jobs trending. You don’t have to settle for something you’re not comfortable with unless you’re up for the challenge. Rather than going with random job portals that almost always spam you with jobs that don’t interest you, it’s good to follow through with LinkedIn, which is a more reliable source.
What’s trending on Twitter?
The next giant standing tall like a colossus is Twitter Inc. Twitter made it possible for the common man to get up, close, and personal with just about anyone worth knowing in the industry. You get instant updates on anything newsworthy or socially appealing. There are diverse socially active groups and individuals who might teach you a thing or two – could be anything like finding a reliable dog-whisperer to how to come to terms with the Boston Marathon bombings.
Social media has greatly impacted how people do business today, and the means in which they interact with the masses. However, it’s also getting people to stay hooked to their devices, rather than going up to somebody in person and striking a conversation. The human factor appears to have taken a backseat in an attempt to keep the social media up and running.
The need of the hour
Looking back, it’s difficult to tell if one outweighs the other. Given the circumstances we live in, and having to toggle between work and home, it’s not always feasible to meet people at the most convenient hours. This is reason enough for most of us to binge on Facebook, Twitter, and any other social media at our convenience, without necessarily having to worry about a time or place. You’re always connected irrespective of your whereabouts, and with those you wish to stay in touch with. Nobody feels obligated to “follow” or “like” someone, unless they really want to.
It wouldn’t be easy to function without spending at least an hour on Facebook or Twitter for many of us, would it now?
Learn essential digital marketing skills withthis best-selling online course
Any business owner who wants to be successful — and news flash, that’s all of them — needs to have a solid digital marketing strategy in place. We use the internet more than ever, meaning companies have a vast number of ways to reach audiences.
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You’ll learn to build profitable campaigns, from writing copy that will increase search engine traffic, to developing data-driven approaches with Google Analytics that’ll get you noticed by any employer. These are invaluable skills to pick up, no matter what your current role is — because the ability to use techniques to effectively sell more products or services is tremendously valuable to any company.
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