Have you caught this week’s news from the main social platforms? If not, SmartBrief provides a summary of the latest news, trends, and updates from social media.
Published: November 18, 2022
At SmartBrief, we don’t waste time. In our 250+ free newsletters, we scour the web for news about your industry so you can work smarter. With that in mind, we’ve launched a Friday round-up of the top news about your favorite – and not-so-favorite(?) – social media platforms. Below you can learn more about the changes and new features of the major social media platforms, as well as trends, guides and business news.
Latest information on the use of social media platforms
LinkedIn adds brand safety features and marketing tools
DoubleVerify is offering brand safety and contextual tools for LinkedIn advertisers as part of an expanded partnership, Adweek reports. In other LinkedIn news, the platform is also introducing revenue attribution reporting, multiple ad formats, and search engine optimization for newsletters and articles, reports The Drum.
TikTok tests social shopping among US users
TikTok will allow US users to buy products directly in the app via a TikTok Shop trial after the service launches in the UK and parts of Southeast Asia. Selected US companies were invited to participate. Learn more about Semafor and MediaPost.
Instagram explores new ad placement feature
Starting November 11, brands will be able to place ads on Instagram’s Explore tab home page through the platform’s Marketing API, which also provides performance data and preview capabilities. The feature does not require any updates to the current software. Find out more in Search Engine Journal.
- Tumblr attacks Twitter with the new internet important blue tick via Adweek
- Report: Encrypted messages may be in Twitter’s pipeline via TechCrunch
- YouTube enables Q&As during live streams via TechCrunch
- TikTok adds demographic insights to Audience Manager via Social Media Today
- Musk says of The Verge that Twitter Blue will return “solid as a rock” on November 29th
Trends, studies & how-tos
More and more brands are pausing Twitter ads but still tweeting
More brands and ad agencies are pausing Twitter advertising and many are shelving annual contract negotiations due to fake brand accounts, brand safety concerns and staff instability, say ad buyers and advertisers, The Wall Street Journal reports. However, Ad Age, which also writes about brands’ concerns about fake Twitter accounts, quotes an unnamed agency advertising buyer as saying that organic Twitter activity remains strong: “Almost nobody is listening post, right, which is fascinating how executives still tweet and brands still post from handles.”
Looking for a Twitter Plan B?
While organic Twitter appears to be stable, social media users are still looking for alternatives. In this round-up, ZDnet’s Steven Vaughan-Nichols dives deep into four alternatives: Diaspora, Counter.Social, Tumblr, and Mastodon.
Dive into Discord details
Discord’s popularity has skyrocketed since the start of the COVID-19 pandemic, boasting more than 100 million monthly active users. While initially known as a community for gamers, around 30% of users say they use the platform for other activities such as gaming. B. as an alternative to internal chat platforms (like Slack and Microsoft Teams), virtual book clubs and education. Science and technology reporter Anugraha Sundaravelu dives into Discord on the UK Metro.
Is Mastodon suitable for brands?
Marketers considering tapping into the growing ad-free social platform Mastodon, which has reached more than 1.5 million monthly active users, must consider factors such as operating on 4,600 servers that lack brand safety controls and pose challenges for mass reach and specific marketing require strategies. While there are no promoted paid posts, media reporters join servers that focus on their beats. PRWeek has more.
Steps to get started on TikTok – if it’s worth it
TikTok marketing can be a powerful way to reach people between the ages of 18 and 49, writes Michelle Hummel, head of digital marketing, on FranchiseWire. Check out some competitor entries before you start, then record a 15-second video and experiment with the Effects tool, Hummel suggests.
Snapchat AR lens engagement comparable to TV
More than 80% of consumers who engage with Snapchat’s augmented reality lenses stay with the technology for more than two seconds, making the app’s AR engagement comparable to attention-grabbing television, according to a study by the Attention Economy team at Dentsu Media as reported by Adweek. Brand recall via Snapchat AR Lenses was 1.3x higher than Dentsu’s benchmark, with the top-performing content being personally relevant and utilizing distinct brand elements.
Should you advertise on TikTok, Shorts or Reels?
TikTok has the highest percentage of short video budgets due to its exponential growth rate and user engagement, but demographics, ad formats, trust and brand safety are also among the top considerations when reviewing TikTok, Instagram Reels and YouTube Shorts, media buyers told Campaign USA . Experts also point out that some brands are still avoiding TikTok advertising due to the regulatory hurdles and the relationship with China.
Social media platforms looking beyond advertising
Twitter, TikTok, and Instagram are exploring subscription-based options and partnerships with creators to become less dependent on traditional ad revenue. However, the new-kid-on-the-block BeReal is focused on increasing market share and exposure without ads. “We’re currently in the social arena, where apps are trying to move beyond relying solely on ad revenue,” said Brendan Gahan, partner and chief social officer at Mekanism. Digiday has more.
- Reddit Promotes Pinterest, Google Managers To Boost Ad Operations, Via MediaPost
- Omdia Says Global Ad Sales Will Outperform TikTok Meta And YouTube — Combined! — in 5 years, via MediaPost
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