Platform Five: This week’s most important social media changes (edition 182)

Platform Five: This week’s most important social media changes (edition 182)

This week’s 5 most important social media changes

What’s changed in the last seven days? What does it mean?

Facebook is restricting its Facebook Live feature, YouTube is making things a little easier for advertisers and Instagram is testing a new sticker.

Let’s take a look at these changes in more detail.

Facebook announces new restrictions on its Facebook Live feature

In light of the Christchurch terror attacks being broadcasted in real-time through their Facebook Live feature, Facebook has announced a ‘one strike’ policy to reduce the risk of abuse.

Read about the new restrictions here.

YouTube announces ‘Discovery ads’

Earlier in the week, YouTube announced the release of ‘Discover ads’ which will allow marketers to include YouTube in advertising their social campaign, even if they do not have a video.

Read more about ‘Discovery Ads’ here.

Instagram is testing stickers with song lyrics

New Story Stickers are coming to Instagram. The latest test, a Lyrics sticker was first spotted back in April but it appears to be being rolled out for wider audience testing. The Lyrics sticker show lyrics being animated alongside the music video.

Learn more here.

YouTube is testing a Bumper Machine

YouTube’s latest tool is designed to make it easier for advertisers to create 6-second bumper ads. Its new Bumper Machine, which is currently in testing, allows users to upload longer ad formats and which will then be cut down into bumper ads using a series of machine learning.

Read more here.

Facebook made changes to video Newsfeed ranking

Facebook is encouraging the production of original content on the platform. To help this along, they’ve announced changes to the way the videos will be ranked in the Newsfeed. Videos will be more prioritised based on “loyalty and intent, video and view duration, and originality.”

Find out more here.

Follow us on Twitter for news of these social media and content marketing changes as they happen.

Platform Five: This week’s most important social media changes (edition 171)

Platform Five: This week’s most important social media changes (edition 171)

 

This week’s 5 most important social media changes

What’s changed in the last seven days? What does it mean?

Facebook announced ‘Facebook Showcase’, Snapchat has introduced educational courses for advertisers and Instagram is testing titles for live videos.

Let’s take a look at these changes in more detail.

Instagram is testing titles for Instagram Live

More and more, social media users are watching videos online without sound. This means that it’s more important than ever for videos to include subtitles which could be part of the thinking behind Instagram’s latest test. Users have spotted a new title option for Instagram Live videos which appears at the top of the screen when you start a stream.

Learn more here.

LinkedIn expanded the rollout of their trending news section

LinkedIn’s new trending news section ‘What People are Talking About’ showcases trending topics and content as they happen. After a successful testing period, LinkedIn has begun to roll the feature out to more users. The tool has the ability to help increase content focus and engagement on the platform.

Find out more here.

Snapchat launched a Snap ads education course

Snapchat is the place to go for advertisers who want to reach a younger demographic. If that’s your target market then Snapchat’s newly updated Explore education courses will be worth your time. They’re designed to give advertisers a complete overview of the platform, covering everything from formats to audience targeting to analytics.

Explore the courses for yourself here.

Facebook announced ‘Facebook Showcase’

While Facebook Watch isn’t quite the success they’d hoped it would be (yet), Facebook is moving forward with monetisation offerings. The newest of which is Facebook Showcase. According to Facebook “Showcase will give online video and TV ad buyers…opportunities to reach their target audiences with the highest quality videos on Facebook.”

Learn more here.

LinkedIn added new Salary Insights to job listings

Wage Insights are an expansion of Salary Insights which were rolled out by LinkedIn to some regions last year. They give “personalised insights about jobs where [users] could make more money than their current role.” While LinkedIn doesn’t know exactly what you earn, they can create estimates based on salary information for similar roles in the same location.

Find out more here.

Follow us on Twitter for news of these social media and content marketing changes as they happen.

 

Platform Five: This week’s most important social media changes (edition 159)

Platform Five: This week’s most important social media changes (edition 159)

This week’s 5 most important social media changes

What’s changed in the last seven days? What does it mean?

Instagram is testing new profile layouts and cracking down on fake followers, Snapchat’s launched native shopping, and LinkedIn has launched its own version of Stories.

Let’s take a look at these changes in more detail.

Instagram is testing new profile layouts

Instagram is testing a new profile layout that is supposed to help users “better express themselves and more easily connect with people they care about.” Profile pictures, bios, and profile names have all be shuffled around as part of the new layout. Instagram hopes the changes will make profiles “easier and cleaner to use.”

Read more here.

Snapchat’s dedicated shopping channel launches in time for Black Friday

Black Friday’s one of the biggest shopping days of the year, and even Snapchat is getting in on the action with a dedicated shopping channel created especially for the day. Shopify will take care of the actual buying process by users will be able to make purchases without even leaving the app.

Find out more here.

Facebook’s careers updates benefit businesses & job seekers

Facebook has developed three new tools to help connect businesses with job seekers, and to help job seekers build their networks and digital skills in analytics and content marketing. Job ads can now be shared to brands’ Groups and Pages, and the Mentorship tool now links business mentors with mentees based on shared goals.

Learn more here.

LinkedIn introduces Stories

LinkedIn is beginning to target younger generations by introducing a Stories feature for students at US universities. “Student Voices” lets students post photos and videos temporarily to their campus’s feed and permanently to their own profiles, as a means of building their personal brands. Only available in the US at the moment, time will tell whether this feature will be launched in Australia.

Read more here.

Instagram cracks down on fake followers

Instagram’s poised to stifle fake likes and followers, and has reportedly updated its AI to crack down on paid-for followers, likes and comments. The changes, designed to ‘protect our community from inauthentic activity’, promise to restore trust in Instagram, and increase value-for-money for businesses who engage influencers.

Find out more here.

Follow us on Twitter for news of these social media and content marketing changes as they happen.

Platform Five: This week’s most important social media changes (edition 157)

Platform Five: This week’s most important social media changes (edition 157)

This week’s 5 most important social media changes

What’s changed in the last seven days? What does it mean?

Facebook Messenger introduces the ability to delete messages after they’ve been sent, Facebook is beginning to roll out 1:1 images for link ads and Instagram is trying to incorporate IGTV with the rest of the Instagram app.

Let’s take a look at these changes in more detail.

Facebook announced Instagram and Advanced Page analytics beta

A major announcement came from Facebook this week that will help marketers everywhere measure the impact that Instagram accounts and Facebook pages have on their bottom lines. Two new additions have been introduced to analytics, Instagram Account analytics and Advanced Page analytics which will help marketers answer questions like “how do these numbers actually relate to revenue?”

Learn more here.

IGTV videos can now be added to Instagram Stories

Instagram announced this week that all users will have the ability to share their IGTV videos directly to their Story. The feature works in a similar way to reposting Stories that they’re mentioned in and has previously only been available to business accounts. This change is a part of a broader effort to bridge the gap between IGTV and the rest of the Instagram app.

Read more here.

The ability to delete messages in Facebook Messenger is coming

Better late than never, Facebook has announced that they will be bringing their ‘unsend’ feature to Facebook Messenger. There’s a catch though, messages will only be able to be deleted in the 10 minutes after it has been sent. The feature will be useful if you’ve “accidentally send the wrong photo, incorrect information or messaged the wrong thread.”

Find out more here.

Facebook rolls out 1:1 image link ads

With the majority of users accessing Facebook through a mobile app, it makes sense for Facebook to be introducing 1:1 image previews for link ads. The advantages to a 1:1 link image over a 1:1.91 image is that it’ll take up more screen space and that ads will look less out of place when they appear in Instagram feeds.

Learn more here.

Facebook is expanding the ‘Breaking News’ tag to more countries

The Breaking News tag was introduced to help fill the gap left by the removal of the trending news section on Facebook. Australia has had the Breaking News Facebook tag for a while but now Facebook is expanding the test to include France, Germany, Mexico, Spain and the UK.

Read more here.

Follow us on Twitter for news of these social media and content marketing changes as they happen.

Platform Five: This week’s most important social media changes (edition 155)

Platform Five: This week’s most important social media changes (edition 155)

This week’s 5 most important social media changes

What’s changed in the last seven days? What does it mean?

This week, Facebook is making a whole range of changes to ads and Ads Manager, Messenger received an update and Twitter is testing a range of new features to help encourage engagement on the platform.

Let’s take a look at these changes in more detail.

Facebook introduces new restrictions on ‘low-quality’ ads

Facebook has announced a new set of restrictions for brands that publish ‘low-quality’ ads. Low-quality ads are classed as those that include clickbait or direct people to ‘unexpected content’. Publishers who use these kinds of ads will have new penalties imposed on them.

Learn more here.

Messenger receives a makeover

Research conducted on behalf of Facebook found that simplicity was the most important attribute for messaging app users. Facebook has taken these findings on board for version four of Messenger. The old messenger had 9 tabs, making it difficult to navigate but Messenger 4 has just three: chat, people and discover

Find out more about Messenger 4 here.

Twitter’s testing new features to increase engagement

A few weeks ago, Twitter asked for feedback on their potential new reply formats that aimed to increase engagement on the platform. Now, they’re testing a few more features that will hopefully achieve the same result.

Read about the new features here.

Facebook tests video polls within ads

Live video polls were rolled out on a wider scale this month and are now testing the feature in video ads. For now, it’s only available to a select group of advertisers and there’s no news on when it might be rolled out more widely.

Learn more here.

Facebook announces new retention optimisation options for app marketers

According to Facebook, only 10-12% of users stay active for more than seven days after downloading an app. To help app marketers better reach users that are more likely to be engaged with their app, Facebook is introducing a new retention optimisation option to Ads Manager.

Find out more here.

Follow us on Twitter for news of these social media and content marketing changes as they happen.

What You Need To Know When Starting Social Media Accounts

What You Need To Know When Starting Social Media Accounts

Currently, 60% of individuals use the internet more than 5 times a day, with 91% saying that Facebook was their preferred social media platform. These statistics show that the online community is a vital area companies should be taking advantage of to reach consumers.

Why should your business use social media?

Social media’s main purpose is to connect people. When businesses use social media, not only are they able to connect with their audience, their audience is able to grow.

In the Yellow Social Media Report 2018, over 50% of consumers highlighted saying that they are more likely to trust a brand if their social media is up to date, engaging and interact regularly with their customers through various online platforms.

Not only will businesses be able to grow their platform, they will also be able to monitor their competitors. It is important for brands to be aware of what their competitors are offering and working towards. If businesses are not silently following their competitors, it would be easy for brands to become unaware of what they are really competing against and potentially fall out of the competition.

What to consider before starting social media accounts

For a business to optimise online spaces, it is important that they begin with a clear and concise image of how their brand is going to look on each platform, and how to play to each platform’s strengths.

Each platform appeals to a different audience through its algorithms, features, usability and overall attraction. Businesses should consider the demographic they are trying to target and then decide which platforms will be beneficial for reaching their desired audience. In saying this, businesses should not fall into the trap of using only one platform. Although each platform has a particular demographic, this is only a majority of the individuals who use the platform. The smaller portion should not be ignored.

Once you have decided which platforms you want to use to enhance your business, you should begin to understand the basics of each platform’s algorithm. It is one thing to post on social media, but it is another thing to post effectively. For platforms such as Facebook, who work to make family and friend posts priority rather than business posts, it would be useless to post ‘normally’. These factors must be taken into account in order for posts to be seen and recognised.

When businesses first post content there will be a certain element of educated guesses as to when the best time to post is and the alike. This is one of the vital reasons why businesses need to be vigilant at monitoring their analytics. The important information that businesses that should be tracked are:

  • Optimal day and time to post
  • Reach
  • Engagement
  • Impressions
  • New users/viewers
  • Audience sources

This information will give businesses an overall view of their audience, how well their content is performing and what content has received the most traction.

How to make online audiences take advantage of offline opportunities

With all this information, how does a brand make their followers interact with their brand offline in terms of sales and creating profit?
The top three reasons why consumers follow brands on social media are:

  • Discounts
  • Give-aways
  • Product information

Social media should be used as an extension of an offline brand. It should be used to compliment and reach a wider audience, but not take away from their offline aspect. Brands and businesses should not be afraid to post information about their offline space in their online space as this will create a cohesive relationship between their social media following and their physical business.

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