Did you get this week’s news from the major social platforms? If not, SmartBrief has a roundup of the latest social media news, trends and updates.
Published: November 18, 2022
(Image credit: Merakist / Unsplash)
At SmartBrief, we don’t like to waste time. In our more than 250 free newsletters, we scour the web for news about your industry to help you work smarter. In that vein, we’ve started a Friday roundup of the top news stories about your favorite, and not-so-favorite (?) social media platforms. Here, you’ll learn about changes and new features on major social media platforms, as well as trends, how-tos, and business news.
The latest news on the use of social media platforms
LinkedIn adds brand safety features, marketing tools
DoubleVerify is offering brand safety and contextual tools for LinkedIn advertisers as part of an expanded partnership, it said. Adweek. 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 is allowing US users to buy products directly within the app through a TikTok Shop trial after launching the service in the UK and parts of Southeast Asia. Selected US companies have been invited to participate. More information via traffic lights i MediaPost.
Instagram is exploring a new ad placement feature
Starting November 11, brands can place ads on Instagram’s Explore tab homepage using the platform’s Marketing API, which also provides performance data and preview capabilities. The feature does not require updates to the current software. Learn more about Search engine magazine.
Quick shots
Tumblr takes a swipe at Twitter with the internet’s new major blue check mark, via Adweek
Report: Encrypted messaging may be in Twitter pipeline, via TechCrunch
YouTube allows questions and answers during live broadcasts through TechCrunch
TikTok adds demographic information to Audience Manager, via Social media today
Musk Says “Rock-Solid” Twitter Blue Will Return Nov. 29, via The Virgin
Trends, studies and practices
More brands pause Twitter advertising, but keep tweeting
More and more brands and ad agencies are pausing advertising on Twitter, and many are putting annual contract negotiations on hold amid fake brand accounts, brand safety issues and staff instability, buyers and advertisers say. ‘announcements, as reported. The Wall Street Journal. However, Ad Age, which also writes about brands’ concerns about fake Twitter accounts, quotes an unnamed agency ad buyer as he says organic Twitter activity remains strong: “Hardly anyone stops posting, right, which is fascinating, so organically, executives are still tweeting and brands are still posting from handles.”
Looking for a Twitter Plan B?
Although organic Twitter seems to be steady, social media users are still looking for alternatives. In this summary, ZDnet’s Steven Vaughan-Nichols takes a deep dive into four alternatives: Diaspora, Counter.Social, Tumblr, and Mastodon.
Dive into the details of Discord
Discord has grown in popularity since the start of the COVID-19 pandemic, with over 100 million monthly active users. Although it’s known as a community of gamers first, around 30% of users say they’re on the platform for other activities, such as an alternative to internal chat platforms (like Slack and Microsoft Teams), book clubs virtual and education. Science and technical reporter Anugraha Sundaravelu dives in Discord on the UK subway.
Is Mastodon viable for brands?
Marketers considering leveraging Mastodon’s growing ad-free social platform, which has reached more than 1.5 million monthly active users, must consider factors such as its operation on 4,600 servers that lack security controls branding and pose challenges for mass reach and require targeted marketing. strategies. Although 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 18-49 year olds, writes digital marketing executive Michelle Hummel. FranchiseWire. Look at some competitors’ posts 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 stick with the technology for more than two seconds, making the app’s engagement in augmented reality comparable to driving TV of high attention, research from Dentsu Media’s Attention Economics team has reported. Adweek. Brand recall via Snapchat AR Lenses was 1.3x higher than Dentsu’s benchmark, with the top performing content being personally relevant and using different brand elements.
Should you advertise on TikTok, Shorts or Reels?
TikTok has the highest share of short-form video budgets due to its exponential user growth rate and engagement, but demographics, ad formats, trust and brand safety are also are among the key considerations when reviewing TikTok, Instagram Reels, and YouTube Shorts. media buyers told Campaign US. Experts also note that some brands still refrain from advertising on TikTok because of its regulatory hurdles and its relationship with China.
Business news
Social media platforms beyond advertising
Twitter, TikTok and Instagram are exploring subscription-based options and creator partnerships to become less dependent on traditional advertising revenue. However, BeReal, a new kid on the block, is focusing on increasing market share and exposure without any ads. “We’re at a point in social media right now where apps are trying not to rely solely on ad revenue,” said Brendan Gahan, partner and chief social officer at Mekanism. Digiday has more.
Quick Hits:
Reddit catches Pinterest, Google executives to increase ad operations, through MediaPost
Omdia Says TikTok’s Global Ad Sales Will Outpace Meta, YouTube, Combined! — in 5 years, via MediaPost
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