The Figaro Digital Digest: 6th July 2018

by Figaro Digital

Looking for a break from the heatwave we’re having? Well, we have just the ticket. Get comfy in a shady spot and read up on the latest digital marketing news from the week with our round-up below.

Facebook Is Retiring Three Of Its Apps

Due to low user numbers, Facebook has announced it will be shutting down tbh after less than a year, as well fitness tracker Moves and contact tool Hello within the next 90 days. User data will also be deleted.

In a statement, the social platform said:

“We regularly review our apps to assess which ones people value most. Sometimes this means closing an app and its accompanying APIs. We know some people are still using these apps and will be disappointed — and we’d like to take this opportunity to thank them for their support. But we need to prioritize our work so we don’t spread ourselves too thin. And it’s only by trial and error that we’ll create great social experiences for people.”

Love Island Is Dominating UK Social

It was reported this week that Love Island has broken ITV2’s viewing figure record three times this series already, and on Monday it was the highest rating programme at 9pm across all digital channels with 2.9viewers.

The matchmaking programme is also taking the social media world by storm. A switch in focus from Snapchat to Instagram saw its audience nearly double in the first month, and utilising quizzes, soundbites and a ‘first look’ preview video of each night’s episode, the account has gone over 1.85m just five weeks into the series.

In fact, these first look videos are so successful that last year they averaged 1.6m views per day across all platforms. Kenny England, one of ITV’s senior digital producers, had said:

“It really was First Look that elevated the show and we’ve seen that more and more with Series Four. We have had conversations around whether there was any proof that it drove viewers, but this year our biggest show came off the back of our biggest First Look.

That’s not saying that it’s First Look that drives all the viewers, that’s still the story, but it’s getting the story out there in front of people in advance, so they know they need to sit and watch the show that night. We’ve seen a flurry of messages generated by people saying that they need to cancel their plans to stay in and watch an episode.

I knew we would hit a record off the back of the buzz from the reaction we got to one, and lo-and-behold we got something like 3.5 million viewers that night.”

Majority Of Older Brits Feel Advertisers Stereotype Them

According to UM, 68 per cent of British people aged 65 or older believe they’re stereotyped in ads. Twenty-six per cent are offended by the term ‘silver surfer’ and 56 per cent want to see more older people in ads. Furthermore, 33 per cent think perceptions of older people have got worse in the last three years.

Forty-four per cent of consumers said they believe older people don’t feature in ads much as they don’t appear attractive to audiences, whereas 66 per cent of over 65s thought society was trying to ‘sweep them under the rug’.


For more news updates, guides and opinion pieces, take a look at a few more of our articles.