This Week in Social (November 16 - December 5)
This Week in Social is a weekly digest of some of the biggest stories in social media marketing news. These stories are the show notes for the Brave Ad World Podcast. Each story is discussed at a deeper level on the podcast.
Google+ Rolls Out Redesign (Read more at Mashable)
The relaunch of Google+ is here following an announcement that the network would be shifting directions earlier this year. The update focuses on Communities and Collections as the platform works to reorganize around interests. Communities is a feature that allows people to organize around groups with shared interests. While Collections allow users to create topic-based sections with people they can share content to, similar to Pinterest boards. The revamp is a major simplification to the Google+ platform
Google+ has essentially become an amped up collection of forums where people with any interest will be able to connect and collect content. It’s like a cross between Reddit and Pinterest, and that is a bit more of an interesting concept than the original Google+, which failed to gain traction. The updated Google+’s ambitions appear to be smaller and more niche in its ambitions. That could be good for Google+ to build up a small but passionate user base and grow from there.
Instagram Testing Multi-Account Support (Read more at Android Police)
Instagram is in the process of testing multiple account support with select Android users. Testers are presented with an “add account” option within the app. From there they can add accounts to an account selector that will allow them to switch between different accounts.
For day-to-day community managers, this would be incredible as Instagram has a very limited API that offers no seamless solution to easily publish to the platform from a social media management service. They have to use their phones and log-in manually. It’s not a major issue, but over time it can grow cumbersome.
This makes a lot of sense and will not be a major feature for the average user, but it will be helpful for marketers if it’s fully rolled out.
LinkedIn Updates Mobile App (Read more at Venturebeat)
LinkedIn’s mobile app got a major update this week that makes it feel a lot more like a social network. The focus is on the feed that includes updates from people in your network as well as what is being shared on LinkedIn. The content here is focused on news you’re going to care about, not work anniversaries. The feed is algorithmically-driven, which means it delivers content based on what you engage with, meaning it will deliver content more in line with your tests over time and use.
The app also includes a My Network section with suggested people you might know along with updates on connected friends’ activities, similar to LinkedIn’s Connected app. The Me section aggregates your activity, who has viewed your profile, endorsements and so on. Messages also got an update to make things appear more like Facebook Messenger and feel more conversational.
LinkedIn’s update was very much needed. The network’s value has been called into question as of late in popular culture with people being annoyed by emails and notificaitons, which the network has cut back on. But the app needed some help. It’d been passed by other social networks. And now, it’s placing its focus on content. Unfortunately, so is everyone else with Snapchat Discover, Twitter Moments and Facebook Instant Articles. Still, this was a move to maintain relevance, and the app appears to be checking the right boxes.
Snapchat Introduces Deep Linking (Read more at Venturebeat)
Snapchat will soon allow publishers to share deep links on the platform. The links shared to Snapchat will open specific content within publisher’s apps.
This is a significant move because it opens up the potential for Snapchat to become more of an acquisition channel. Previously, the closed nature of Snapchat meant users would be there and stay there. Now, publishers can use content and entice them to their owned apps where they have a bit more control over the experience. It also paves the way for publishers to measure their efforts on the platform a bit more to see what content is driving visitation to their apps and what content people are looking at.
Facebook Testing Live Video for All Users (Read more at Facebook Newsroom)
Facebook’s live video feature that allows users to stream live videos has been limited to celebrities, public figures and journalists until now.
The social network is testing that same feature with a small group of everyday users in the U.S. The feature allows those users to stream live video with their Facebook friends. Those friends can subscribe to be notified the next time the person their connected to streams. Streamers simply need to tap the live video icon within a status update, optionally add a description and choose who they want to share with. Streamed videos are then saved to a user’s timeline.
Along with testing live video, Facebook has launched collages on iOS with Android support to come. Collages work by allowing users to group photos and videos taken together on a user’s phone.
From there, users can edit their collages by adding, removing and re-arranging photos and then share that collection with friends.
Facebook continues to create more tools for users to create and share media on the platform. Following an update to Notes that makes long-form content more beautiful to read, Facebook’s allowing users the ability to stream and curate beautiful collages for their friends.
This is a bit of an answer to Periscope and Meerkat’s live-streaming features, and there’s little reason Facebook shouldn’t do it. But because this is live, it could lead to a decline in expected quality in video content, which could in turn drive viewership down across the board for video. That remains to be seen, however, and this is probably a good move.
News Quick Hits
- Snapchat has started selling lenses, in addition to the seven that are free on a day-to-day basis, for 99 cents. Snapchat will offer 30 paid lenses every day that users will be able to use whenever they want after paying. In addition to selling lenses, Snapchat has also rolled out official accounts to help users identify accounts that have been verified as being those of celebrities or high-profile users. (Read more at TechCrunch)
- Facebook and Google have come to an agreement that allows Google to index Facebook’s mobile app and display some Facebook content in Google search results. The results will work on mobile as deep links, meaning when users tap to open them, their Facebook mobile apps will be opened. Google will be limited to indexing public content. (Read more at The Wall Street Journal)
- Facebook is testing an updated donate button with 37 nonprofit pages. The button allows users to save their payment information and donate within the social network. Previously, nonprofits had to drive potential donors to their websites to donate, which led to low conversion rates. (Read more at San Jose Mercury New)
- Facebook has launched new ad targeting capabilities that allow advertisers to target users who are likely to be more receptive to holiday shopping messages. (Read more at SocialTimes)
- Facebook has launched new ad targeting capabilities that allow advertisers to target users who are likely to be more receptive to holiday shopping messaging. (Read more at SocialTimes)
- Facebook Messenger has gotten a new plug-in that allows businesses to add a messenger box to their webpages. From there, customers can send messages to business’ Facebook inboxes. (Read more at The Next Web)
- Google is testing a new mobile app ad unit called Trial Run ads that allow users to stream one-minute demos of the apps prior to downloading them. The units could be used by users to experience an app prior to committing to a download, leading to potentially higher conversion rates or lower ones if the app isn’t what people expect. (Read more at AdWeek)
- Facebook is testing a feature that allows bands to sell concert tickets through event pages via a ‘Buy Tickets’ button. The launch is limited to a few venues, artists and promoters. (Read more at Buzzfeed)