We’ve compiled all the latest happenings in the world of social media into our June roundup – so you can get instantly up to speed. So, here’s the DL on social, if that’s still a thing…?
Instagram’s Social Media Roundup Summer 2019
Instagram has finally given advertisers a feature to make story adverts interactive, polls are an extension of the interactive stickers previously only available to organic posts. The rollout was launched in March 2019 to all advertisers – as a means to allow brands to interact with users more effectively and build stronger relationships. Early tests have shown that engagement with paid stories increased by 20% with the use of story polls and average cost per views were seen to decrease overall. Instagram has yet to announce if other organic features will be rolled out to advertisers, including the platforms new quiz sticker rolled out in April 2019 to users.
Hiding Post Likes
Yes, you heard that right – and we are SHOOK, Instagram is currently testing hiding post like counts from both followers and profiles. This was announced at Facebook’s F8 conference to counteract the mental health implications associated with social media use. A noble act on Instagram’s behalf, however, it’s not yet clear how Instagram plans to roll this out or the impact it will have on Influencers who are dependent on post likes as a measurement of engagement/popularity of their content.
As Instagram continues its quest to be a force for good, the platform has introduced a donate sticker. The sticker allows users to choose a charity of their choice and 100% of the money raised goes directly to them. At present this feature is only available to personal profiles in the US and Instagram has yet to announce if this will be rolled out worldwide.
Instagram has responded to the growth of influencers on the platform by creating a standalone profile for them. The new feature called Creator Studio will allow influencers to get access to exclusive features and in-depth analytics, both on mobile and desktop for the first time. New reporting metrics will also be available that include; engagement, follower demographics and follow/unfollow data. Additionally, influencers will have better filtering options for DM’s, however, the new feature will not support Instagram’s API or 3rd party reporting tools and is only available to influencers with over 10,000 followers.
Influencer Shopping Tags
As the platform continues to upend the retail industry with its abundance of shopping features, another has launched in the form of Influencer Shopper Tags. This new feature finally allows marketers the ability to connect the dots when it comes to influencers, providing a direct link between paid partnerships and sales. The feature available to all “public figures, creators, athletes, publishers and artists” was rolled out in May 2019 and seamlessly allows users to click and buy directly within the Instagram app if an influencer has tagged the product in their post/story.
The last of the recent Instagram updates saw the platform totally redesign the explore feature – the place users discover new content on the platform. The redesign was part UX update part strategy on Instagram’s behalf – the redesign now puts shopping and IGTV at the center of the platform’s ecosystem. With content curated under key themes the user is interested in, for example; travel, food or design. This is part of a wider push by the platform to serve more relevant content to users, the algorithm was also recently updated so that users who used more relevant hashtags to the posts they posted would see better organic engagement and reach.
Facebook’s Social Media Roundup Summer 2019
Facebook Algorithm Update
To the bane of publishers and brands alike, the platform has once again culled organic reach by tweaking the platform to favor posts published by close friends of users. The algorithmidentifies this from signals i.e. interactions with other users, to push content into the News Feed. This means for publishers and brands more ‘Pay to Play’ strategies will be needed to get content seen.
Facebook’s Clear History Feature
One of the biggest updates in recent years will directly impact advertisers who rely on features such as Custom and Lookalike Audiences as a form of targeting. The feature which is delayed until Autumn 2019 will allow users to clear data held on them by Facebook; but will only affect Facebook Pixel data. This means the data obtained by Facebook’s Pixel – which is inserted into websites and apps will effectively be rendered useless if a user “Clears Cookies” much like a web browser’s “Clear History” feature. At present Facebook’s Pixel is used for creating remarketing campaigns and for finding audiences similar to those who visited an advertiser’s website.
Facebook Launches Eventbrite Integration
Facebook has now made it easier for SMEs to sell tickets for events by partnering with Eventbrite to launch a new integration that allows users to purchase tickets directly within the Facebook platform. Currently only available to US pages, it allows SMEs to create tickets while setting up page events within the platform. The new feature also contains a dedicated dashboard and tools that allow hosts to directly contact attendees.
Facebook Updates Reporting Metrics
To be more transparent for advertisers, Facebook’s Ads Manager has launched two new reporting metrics; Unique 10-Second Video Views and Ad Relevance Diagnostics. Unique 10-Second Video Views is a metric that estimates the number of individual people who watched at least 10-seconds of a video advert, while this data is not aggregated it gives advertisers some clarity on video consumption. The second big update came in the form of Facebook removing its relevance score reporting for advertisers – a metric previously used to report creative/messaging and targeting alignment. This has been replaced with Ad Relevance Diagnostics which ranks adverts for 3 benchmarks against similar advertisers competing for the same audience; Quality, Engagement and Conversion ranking. With the metric reporting, each of the three diagnostic ranking factors as a % i.e. top 10%, bottom 20% or average. Facebook’s goal with this new metric is to give advertisers greater levels of clarity and understanding when it comes to performance across Facebook’s advert network
So that’s it for our Social Media Roundup for early Summer. If you’re interested in running social advertising or expanding your brands social following why not reach out to us at firstname.lastname@example.org or follow us on LinkedIn for future updates.