Social Changes for Autumn 2014
In the new digital world things change on a daily basis. As various social platforms are increasingly competing for more committed followers, tweaks are made to enhance the user experience and ultimately drive traffic (and in many cases, advertising revenue) to them.
1.31 billion active global users
Ad manager for mobile
Facebook has rolled out a mobile app called 'Ad Manager'. The app allows on-the-go marketers to pause or resume campaigns, view insights, edit budgets and schedules and respond to alerts thus enabling them to react and refine their campaign.
Facebook are trailing a A new ‘buy’ button which can be deployed on Newsfeed/Sidebar ads and Page Posts, and it allows users to make simple, one click purchases without leaving the Facebook site. The feature is forecasted to increase conversion rates.
Facebook has discontinued its messaging service within the mobile Facebook app. Users are now forced to download Facebook Messenger to use mobile instant messaging services.
Newsfeed ad hiding
When a Facebook user asks to ‘hide’ a Newsfeed ad they are now prompted to answer why. This feature will help users find the content they want and help marketers reach people interested in their content.
Double ad placements
Ads can now be placed to fans and non-fans twice. Previously, ads were limited to a single placement.
Facebook takes on Snapchat
Facebook Messenger has been running tests on two new features: the ability to send self-destructing messages and the ability allow text overlay and doodling over images.
200 million active global users
Until recently Instagram was an ad-free service. It’s difficult for Instagram to monetise its service by introducing ads because, by nature, it’s an aesthetic experience. Ugly ads have the potential to ruin that. Ads are not yet available to the public but in anticipation Instagram has released a suite of analytics tools. Instagram ad partners will be able to view post analytics, campaign analytics and have the capability to remotely collaborate on posts.
Instagram recently released its own ephemeral messaging app called Bolt. A clear shot at Snapchat, the app allows users to quickly and easily share photographs with friends. Like Snapchat, the pictures self destruct after being viewed and the platform is designed to facilitate visual conversation.
Instagram recently released Hyperlapse, a camera app allowing users to take time lapse videos. The app uses advanced stabilisation technology that gives even handheld time lapses a smooth, cinematic look.
271 million active global users
Twitter has begun testing its first e-commerce product, a ‘buy’ button. The ad will be displayed in-feed, and transactions can be completed with just a few clicks without even having to leave Twitter.
There have been reports of Twitter users seeing ‘tweet favourited by [person you follow]’. This has sparked rumours that Twitter may be moving to a timeline format, much like Facebook – and Twitter has not ruled that out. In fact, the CFO has made comments about the introduction of an algorithmic timeline, much like Facebook, that will display trending content at the top of the timeline rather than displaying everything chronologically.
In mid-August, Twitter launched a beta test of promoted video content. The company claims that uploaded native video content to Twitter gets significantly more engagement than linked content. Promoted video builds upon the platform’s amplify offering.
Here's to all the changes today, and the many, many more to come tomorrow...