A couple of social media giants, Facebook and YouTube, have made big announcements in the last few days.
Facebook rolled out their job postings for companies in the United States and Canada. While you may have been posting your openings on your company’s page all along, this change offers businesses a dedicated page to post their openings in a setting more like traditional job boards.
Facebook acknowledges this move is a direct hit at LinkedIn, although perhaps not in the way you think. Rather than trying to take all the job postings away from LinkedIn, Facebook is instead targeting the unemployed and underemployed and includes an extra focus on skilled laborers.
On the paid advertising side of social media, YouTube announced plans to do away with the 30 second unskippable ad by the end of the year. YouTube says they are focused on making their platform more user-friendly and that includes eliminating the ‘long form’ 30 second videos. YouTube found users were opening other tabs or leaving the page altogether when the 30 second ads played so they decided to do away with that option altogether. The Google/Alphabet-owned video platform does plan to keep the 20 second unskippable ads as well as the six second unskippable bumper ads they introduced last year.
As an advertiser, the focus has been and should remain creating content that can pull a viewer in in the five seconds before the ‘Skip this ad’ box appears, even if you are paying for a longer, unskippable ad. Strong, compelling content that can keep a viewer even after they’re given the opportunity to skip is content that is more likely to convert.