This Week in Social and Digital (Week of December 12)
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.
Facebook Reports More Measurement Discrepancies (Read more at The Wall Street Journal)
Facebook seems to be doing what it can to create doubt in its reporting metrics. It has shared for the third time since September new discrepancies in its calculations for brand content performance.
This latest discrepancy misreported likes and shares for web links through its API. The number of likes, shares and comments links received through Facebook’s Graph API were inconsistent with those of Facebook’s mobile app.
It also misallocated reaction numbers to Facebook Live videos. In the category of “reactions on post,” only one reaction was reported per user even though users can generate multiple reactions. Those extra reactions were allocated to a different category called “reactions on shares,” which is related to re-shared video content.
Finally, Facebook shared that it will change how it measures expected ad campaign reach by relying less on sampling and extrapolating, which may lead to a 10% change in audience sizes for advertisers.
This announcement comes after two previous reports from Facebook that video view metrics had been inflated and stats related to instant articles were incorrect.
Without question, these reports are disconcerting to advertisers who are directing more and more dollars to Facebook and its properties every year. These numbers are important for measuring and evaluating content effectiveness and informing overall creative. While this news will likely not affect advertisers’ plans for Facebook moving forward, it will put Facebook under greater scrutiny, which should absolutely be the case.
Instagram Live Becomes Available to All Users (Read more at AdWeek)
Instagram is the latest platform to allow users to live stream content thanks to an update to its app. Users can go live by opening up an Instagram Story, swiping left and selecting live mode. After a user is done going live that content is no longer viewable, which is a difference from Facebook, which archives live videos for later viewing.
Live has been a huge priority for Instagram parent-company Facebook, which has invested TV ad dollars in promoting the feature, so this move is interesting in that it could cannibalize usage of Facebook Live for some users. Still, Instagram Live offers something different and that’s ephemerality.
Users can go live on Instagram without worrying about the content being archived for later. This is a bit of a shift for Instagram which started with Instagram Stories. Instead of being about polish and the perfect framing of photos, it’s embracing off-the-cuff, authentic moment sharing on Instagram and live video, which can be raw and unedited, fits into that shift.
Snapchat Adds Four New Features (Read more at Mashable)
Never stagnant and always changing things up, Snapchat has rolled out several new updates for users.
The first, and biggest, is the launch of groups, which allow up to 16 people to message each other. Users within groups can also easily switch to private message one member of the group and then jump right back into the group chat, which offers the stickers and filters users have come to expect from Snapchat.
Snapchat’s also jumping into Shazam’s territory with the launch a feature that allows users to hold the camera icon to identify a song being played.
The third feature gives users access to Scissors, which let them cut out part of a message and turn it into a sticker stored to the user’s account.
Lastly, Snapchat has launched Paintbrush, which allows users to edit photos to a greater degree than previously possible. The feature is only available for Snaps in Memories or photos imported from the camera roll.
Most of these features are updates to what users have already gotten used to on the platform, but groups is a big one. Users are turning to other platforms like Messenger to private message groups of friends, so this is one rare move in which Snapchat is playing a bit of catch up with competitors. Dedicated Snapchat users will certainly embrace the feature as a way to more efficiently use the platform and not go elsewhere.
Twitter Adds Periscope Streaming to Core App (Read more at Engadget)
Twitter has just added Periscope streaming capabilities to its core app, meaning users can just start streaming video from a tweet. Users who are watching a stream on Twitter can like and comment without the Periscope app.
Twitter’s been adding Periscope features more and more over the past year, and this move comes when the live video space is heating up with one new player after the next, the latest new player being Instagram. Now, for the time being, Periscope and Twitter will remain as separate apps, but Periscope’s functionality makes a ton of sense for Twitter which allows people to connect with what’s going on here and now. It made sense to allow users to go live on Twitter.
Twitter’s in desperate need of finding itself, and on paper it should really own live video. Unfortunately for it, it doesn’t, but this could be a start to regain lost ground.
Facebook Looking to Fund Entertainment Content (Read more at Mashable)
Facebook may soon add content creation to its resume. After a recent launch of a dedicated video tab on its platform, Facebook has shared that its exploring “funding some seed video content, including original and licensed scripted, unscripted, and sports content, that takes advantage of mobile and the social interaction unique to Facebook.” The goal of the effort is to show what’s possible on Facebook as well as learn from it. But it also probably has something to do with the fact that all of Facebook’s competitors from Snapchat to YouTube to Twitter are making partnerships to create original programming of their own.
The expansion into video across the social landscape has been seismic. They platforms are continuing to compete with each other, but it’s not a long-shot to assume that TV as a competitor is on their radar. Their content models are starting to resemble that of Netflix with content from a variety of partners, while investing in original and exclusive content to draw more users in.
Facebook Launching Massive Update to Messenger’s Camera (Read more at TechCrunch)
Facebook is rolling out a significant update to its Messenger camera with a slew of new filters, selfie lenses, holiday-themed masks, Prisma-style edits, art and more. Part of prepping for the launch involved developing a huge portfolio of art that was vetted and reviewed by people from various cultural backgrounds.
The art is meant to be used to communicate common phrases people want to communicate. Beyond the introduction of art, the camera is now easier to access. A user simply needs to do is pull down from anywhere in the Messenger’s app inbox to open it. This allows users to shoot a photo and then select the friend or groups of friends they’d like to send it to.
As users are shooting they can add different masks and filters as well as pull in the aforementioned art to add some personalization to the photos. Facebook will also offer art suggestions and even generate stylized filters based off of the text you’ve typed.
The new camera is pretty impressive as Facebook’s moved from copying Snapchat to one-upping the competitor in at least a couple areas. Facebook wants to use its filters and overlays to help users express intent. It’s erring on the side of practicality over the side of fun, which Snapchat is known for.
Facebook’s done all of this while still keeping the texting aspect of Facebook Messenger simple and straightforward. After all, it wants to evolve but do so without alienating its 1 billion active users.
Facebook Launches Effort to Fight Fake News (Read more at AdAge)
Under mounting pressure to take on fake news proliferated through its platform, Facebook is making some changes. These are initial efforts and deemed “early experiments” by Facebook, but they are being launched in an effort to prevent the spread of hoaxes and any news that may be false or even misleading.
The most critical feature starts with users flagging content. Users have been able to report posts for some time, but now “fake news” is an option for reporting something. If a post has been reported enough times, it goes into a review process undertaken by third-party fact-checking organizations that are part of Poynter’s International Fact Checking Network. If all the organizations agree that the news is in fact fake, a red label will display on the post marking it as “disputed” with a link that shows why that is the case. Those posts will be disabled from becoming ads on Facebook, as well.
Beyond that, Facebook’s updating its algorithm to rank posts that people have read and have shown a propensity not to share. Facebook views that as a signal that it may be misleading. Lastly, Facebook is removing “disputed” sites from its ad network and is working to take a deeper look at its publisher sites to enforce these policies.
Many believe this move is too little too late, while others argue that this isn’t going far enough because it may not move fast enough for an especially viral story. The ability for this effort to scale is a big question here.
It also remains to be seen what effect this could have as some dismiss third-party fact-checking organizations as having an agenda, so this may fall on deaf ears. Still, the problem is serious, and deeming this an “early experiment” means more efforts should be on the way.
News Quick Hits
- Facebook is bringing a slimmed-down version of its Moments mobile app to desktop via the left-hand navigation column. The desktop version only allows users to view shared albums. They still have to use the mobile app to add photos, like, comment and create slideshows. (Read more at SocialTimes)
- Facebook launched live 360 video, kicking off with National Geographic going live from its Mars Desert Research Station in Utah. Before there was live video and there was 360 video. This is the first time the two have come together on Facebook, which could be useful for content like concerts. (Read more at Facebook Newsroom)
- Facebook is looking to hire a head for its Global News Partnerships team. The role is asking for an “experienced news editor” who would “be a public-facing voice of Facebook and its role in the news ecosystem.” The search for a hire comes at a time when Facebook is under intense scrutiny for its role in the spread of fake and inaccurate news. (Read more at Mashable)
- Bleacher Report will be joining the NFL, MTV and other publishers in creating exclusive content for Snapchat Discover. Beyond that Snapchat has created a deal with Turner Broadcasting, which will collaborate with Snapchat in creating scripted and reality based programming for Snapchat To take the content partnerships even further, Snapchat has also added Mitú, an English-language Hispanic American youth content platform. (Read more at SocialTimes)
- Flipboard has launched a new ad format called Promoted Roundup. The ad unit features a main image that can be tapped to open up a full story along with other, related stories that can be scrolled though horizontally, like a carousel. Sony is testing the feature to promote its branded camera website and highlight different camera equipment and techniques. It could be an elegant way to promote branded content in a place where users are engaged in reading long-form content without requiring them to leave the platform. (Read more at AdWeek)
- Facebook’s Events app is now available for Android after launching for iOS in October. Events gives users a dedicated experience to manage Facebook Event invitations, track upcoming ones and receive recommendations for other events. (Read more at SocialTimes)
- Instagram is now allowing users to privately save posts to view later by tapping a bookmark icon underneath a photo or video that serves as a save button. From there users can go into the “saved” menu in their profiles to view later. Up until this point screenshots were the best way to hold onto user posts for later viewing. (Read more at Mashable)
- Instagram announced that it now has 600 million monthly active users. This comes six months after reaching 500 million. (Read more on Instagram’s Blog)
- Facebook is testing its chat assistant M, and the latest test is a feature that uses AI to provide specific actions or suggestions to users. So, if a friend asks your location, it will let you immediately share your location. Other suggestions like ride hailing and event reminders will be rolled in as well. (Read more at BuzzFeed News)
- Facebook is notifying Pages and verified profiles who upload Snapcodes as their profile pictures that they need to change their photos to something else as it violates Facebook’s “branded content” policy. Snapcodes serve as a QR-code link to Snapchat profiles. (Read more at Mashable)
- Twitch has launched a new category called “IRL” (In Real Life) that encourages users to share content from their every day lives, beyond Twitch’s core video game content. According to Twitch, its users have been looking for content creators to share their “everyday lives, thoughts and opinions with their communities.” (Read more at Mashable)
- Yahoo announced that it had a second major security breach affecting more than 1 billion user accounts. The news comes at a time when Verizon is moving to acquire Yahoo. That deal may be affected by this news. The news hurts an already diminished reputation for Yahoo, which suffered another attack earlier this year. (Read more at AdAge)
- Amazon is expanding Prime Video as a standalone offering unbundled from the rest of Amazon Prime. The goal is to make Prime Video go global with a price of $5.99 per month, which is less than Netflix and may appeal to markets in which Netflix is too expensive. (Read more at AdAge)