Here's what's been going on in the world of social media over the last few weeks.
Facebook has warned investors that user and revenue growth will decelerate in 2017. Why? Because Zuckerberg considers that ad space is currently saturated and serving more ads would just irritate users. The loss may not be as high as one could predict: Facebook is likely to add more revenue streams through introducing advertiser friendly features on other platforms, Instagram in particular - another solution would be to increase advertising costs. Let’s keep an eye out and see what Facebook will choose to do.
All users going Live on Facebook can now invite their friends to join, a la Google Hangout. This is great news for brands who want to broadcast a panel discussion, for example – every speaker can join in remotely. Watch the video to see how it works.
No, Facebook does not plan to monetise Messenger. Sorry, not yet. During Facebook’s Q1 earnings call this month, CEO Zuckerberg said that the strategy is to create an environment where users are communicating with businesses as easily as they do with their friends. While it may seem a long way away, Facebook is undoubtedly planning to monetise Messenger in the long run, with business solutions and (probably) in-app advertising.
A month or so after rolling out Reactions in Messenger, they have now made their way to comments too. To add yours, simply hover over ‘Like’ in the comments and select the one you want. From Facebook’s perspective, the extra data generated by Reactions probably informs the plethora of algorithms which organise and highlight the top comments.
Facebook caught the spotlight in the second half of May, and for the wrong reasons. Leaked documents revealed internal policy for content moderation. In other words, what’s acceptable and what’s not on Facebook. According to the guidelines, live videos where people are attempting to self-harm shouldn’t be moderated. Same goes for most content featuring animal abuse. It’s not the first time Facebook’s ethics have been questioned, and after the fake news debacle, Zuckerberg knows that the reputation of its creation is going through a tough time.
Twitter is playing catch-up on the raging bot battle between Microsoft and Facebook. This month, Direct Message Cards was rolled out, prompting users to send brands a private message. In the example below, Patron Tequila have made good use of it as clicking on any of the answers would redirect users to a chatbot giving away personalised tequila cocktail recipes. This is just one application, but many other innovative ways of using it will pop up as more businesses try Direct Message Cards.
It’s no secret that investors are not exactly pleased with Twitter’s stock performance. Dorsey is often required to propose new ideas to grow revenue and turning Twitter into a co-op has been an option that has been deemed viable for some. Obviously, shareholders advised the board to oppose it, and oppose it they did.
This month Instagram Stories added Face Filters to its mix, the final major Snapchat feature missing from the platform. In a bid to become the one-stop shop for visual communication, an Instagram spokesperson has revealed that Face Filters have been designed to make them “simple and less wacky (than Snapchat’s)” in order to appeal to users beyond teens.
So far the range consists of a butterfly crown, nerd glasses and dog ears. Sound familiar..?
In last month’s round-up, we reported that Instagram forced Instagress to shut down. As it turns out, Instagram wasn’t content with shutting down just the one. Four more are now defunct and we wouldn’t be surprised it the list of victims continues to grow. This witch-hunt comes as Facebook has raged war on any fake activities on its suite of platforms.
Perhaps in response to Instagram’s Face Filter move, Snapchat has released a new set of creative tools. It now boasts the ability to “draw” with emoji, and a “magic eraser” that removes objects from your snaps. Once renowned for the short-lived nature of its communications, one of the most surprising new features is the option to send “limitless” snaps, which allows the recipient to view your photo for as long as they like.
Not for the first time Evian have sidestepped the medium, this time spurning TV in favour of Snapchat, digital and out-of-home media to launch their new “Oversized” campaign. The global campaign wants to “get consumers viewing the world through the eyes of a baby” and has opted for mediums which provide the most interactive experience for viewers. Evian will be launching its own Live Young Snapchat lens and filter, and hosting activations at events throughout the year.
In its ongoing bid to position itself as a camera company rather than an app, Snap have recently acquired a small drone company in Venice for under $1 million. There is speculation as to whether Snap is simply planning on marketing devices to mount phones to drones, or if the move is Snap’s first step to developing its own drones. In any case, GoPro investors might want to watch their backs…
LinkedIn has just brought in some pretty swish new app features to accommodate the increase in the number of users using LinkedIn on mobile to job search. Updates include a daily list of personally curated job matches and highlighting jobs which are aligned to your personal preferences. In addition, LinkedIn will be providing users with real-time feedback based on whether the job they’ve applied for is the right fit for them.
We’re keen to see how this one’s executed!
Pinterest has been playing footsie with advertisers for a while, and it’s working wonders as more and more are taking Pinterest seriously. Compared to other platforms, Pinterest is used as a planning tool where users pin items that they have the intention of buying at a later stage. Since the second half of 2016, the platform has introduced more than a dozen advertiser-friendly features and is reportedly planning to go public later this year.
After introducing click-to-play video ads last summer, Pinterest is adding the autoplay variety to people’s feeds, within search results and within the Related Pins galleries beneath individual pins. As with click-to-play, the ads will only appear within the Pinterest mobile app. Currently being trialled on several top brands, autoplay ads will be available to the rest of us later this year.
To help facilitate the popularity of its food-related content, Pinterest have announced several new additions to its platform. Updates include a refined recipe search function, an image-recognition powered Lens tool for recipes (currently only available in the US), and the addition of star ratings from reputable sites for each recipe in-stream.
We’re awaiting Google’s reaction to all these successful, innovative new search features…
As influencer marketing matures, everyone in the industry is talking about micro influencers – those with a smaller audience but bigger engagement. Marketers have tossed around that return on investment with big influencers is poor and smaller influencers are often easier to work with.
Have you ever been on Quora? It’s an excellent platform where users ask questions about anything, and get answers from people in the know. It’s been growing slowly but more than 300 advertisers, including Shopify, Hubspot and more, are running campaigns. As threads usually go into details, Quora is an interesting option for marketers willing to reach an engaged audience looking for informative content. The site reported 200 million monthly unique users last year.
Influencer marketing is a lot more complex than throwing money to someone with millions of followers. Jenna Colombini, who has worked with influencers on over 250 campaigns for Fortune 500 brands, shares her tips for marketers who feel uneasy with influencer marketing.