At Social Media Week LA 2016 there was a lot of discussion about how brands can look to market effectively on newer platforms such as Snapchat. It was generally agreed that brands should focus on utility, rather than message amplification. Offer the user something than improves their existing communication on the channel, rather than try to interrupt it. At the same time all social media channels are continuing to add features to their platforms that improve their effectiveness for marketers. Here are some examples:
- Snapchat Updates Stories and Discover Pages: “The Discover page now features a Pinterest-style mason grid of tiles, while the Stories page now combines the two rows of static Discover channels and Live Stories into one scrollable row of non-friend content.” TechCrunch reports that this recent update makes “professionally made and community-curated content just as attractive as what friends share on the app” and “should make building the channels more lucrative for publishers.”
- Twitter Introduces Twitter Insiders: Twitter introduced Twitter Insiders, “a one-stop solution for recruitment, design and collection of live research – and its goal is to make consumer and market research more timely and accessible.” According to Twitter’s company blog, this new program is comprised of “a network of more than 12,000 Twitter users that participate in research studies… [and] act as an anonymous virtual panel from across the US and the UK, inspiring businesses to make a more customer-centric decision.” Twitter gives agencies and brands the option to work directly with Twitter Insiders or “design studies with the help of C Space, a team of consultants who specialize in fostering collaboration between companies and their customers.”
- Facebook Rolls Out Video in Comments Worldwide: Facebook announced that “videos in comments are now available worldwide! You can upload them as replies to posts by people and pages, as well as within groups and events. It’s supported on desktop web, iOS and Android.” This feature can be accessed by clicking the camera button in the comment field.
- Twitter Makes Embedding Twitter Timelines Easier: In March 2016, Twitter “upgraded the embedded timeline to a modern new design that beautifully showcases Tweets across your desktop and mobile sites.” This past week, Twitter announced that it’s “made it easier than ever to add these rich, responsive Tweet displays directly to your website or CMS.” Rather than needing to create timeline widgets for their accounts, users can customize an embeddable timeline display on Twitter Publish and simply copy and paste the code into their website.
- Facebook Rolls Out Support for 360 Photos on the News Feed: “For the first time, you can now easily share 360 photos on Facebook. Simply take a panorama with your phone or capture a 360-degree photo using a 360 photo app or 360 camera, and then post it on Facebook as you would a normal photo. From there, [Facebook will] convert it to an immersive 360 photo that people can explore, similar to how people experience 360 videos on Facebook.” Support for 360 photos is now available worldwide on the web and the latest versions of the Facebook app for iOS and Android.
- LinkedIn Introduces Premium Insights: LinkedIn Premium subscribers now have access to Premium Insights, a new feature that provides “unique and timely data about the companies that interest you – their growth as well as hiring trends by function.” According to LinkedIn’s official company blog, these new company insights are currently only available with Business Plus, Sales Navigator, and select Talent Solutions subscriptions.
- Tumblr Adds GIF Button to Messaging: Tumblr rolled out a new GIF button that’s “especially useful for starting conversations, ending conversations and as word alternatives in the middle of conversations.” Simply open a conversation in Tumblr’s messaging feature and click on the GIF button to add an image to your conversation.