What’s New in Social Media: August 2016
It's difficult to stay up to speed when the social media landscape is constantly shifting and shaping - we get it! That's why we provide our partners with a This Week in Social Media (TWISM) e-newsletter. We highlight the biggest changes in social media weekly and share these updates and insights with our partners and internal teams. We’ve compiled the best of the best TWISMs (so you don't have to!) and share with you in What's New in Social Media: August 2016 Edition.
- Facebook Advertisers Can Create Custom Audiences Based on Time Spent on Websites: Facebook has added time spent on websites to the list of criteria for creating custom audiences. The feature includes the option to narrow down the audience based on percentile of time spent on a website, number of days in the past, and other advanced rules.
- Facebook Debuts App Event Optimization, Extends Dynamic Ads, Canvas to Apps: Facebook announced the debut of a new products, App Event Optimization. This product allows developers to focus on the users who are more likely to engage within the app and take valuable actions, which helps developers maximize long-term value. The company also announced dynamic app installs and Canvas for mobile app install ads will launch over the next few weeks.
- Facebook Live Goes Full-Screen, Adds Video-Only Mode, Extends Sessions to Four Hours: Facebook Live has gone full-screen, in both portrait and landscape modes on iOS and portrait mode on Android. The video-only mode allows broadcasters and viewers who want to focus on the videos to temporarily hide Reactions and comments. Live sessions are also now able to run for up to four hours.
- Facebook now lets broadcasters restrict their Live audiences by age, location, gender: Facebook has quietly added a new options for some broadcasters to restrict who can tune into a Live broadcast, which the company announce in a blog post published on its developer site. The audience restricts option is only available to people who post their Live streams to Facebook using the social network's API, e.g. media companies, professional creators, and brand using software to send the stream that's shot using fancy cameras or game-and-screen casting tools, a Facebook spokesperson confirmed. Broadcasters will be able to limit their Live audiences by location, time zone, age and gender.
- Instagram is Inspiring Marketers to Make Square-Shaped Videos for Facebook: Facebook is urging brands to create similar creative for Facebook and Instagram. Updated creative guidelines recommend swapping out the 16:9 ratios traditionally used with 1:1 ratios in the shape of a square that are redesigned for mobile. When specifically looking at view-through rates for the first 10 seconds of a video, 1:1 videos outperform 16:9 clips by 54 percent. And people are 67% more likely to watch the full length of a square-oriented video than they are to watch a horizontal one.
- Twitter begins application process for verified accounts: Twitter rolled out an online application process for those seeking the check mark next to their username. This process will give individuals and organizations the chance to join the social network's nearly 187,000 verified accounts. The application will be available worldwide later this week.
- Twitter makes a game-changing move: Twitter struck deals with Major League Baseball and the National Hockey League to live-stream their content, which is a potential game-changer for those brands that usually advertise during these televised games. Brands can save significantly when advertising on digital compared to advertising on traditional broadcast networks.
- Introducing Snapchat Memories: Memories is a new way to save Snaps and Stories on Snapchat. It's a personal collection of your favorite moments that lives below the Camera screen. You can use Memories to create new Stories from Snaps you've taken, or even combine different Stories into a longer narrative. Memories will be rolling out over the next month or so - and will be a big change to the platform.
- Snapchat is Slashing Its Ad Prices For Brands, Sources Say: Pricing has been a persistent gripe from advertisers around Snapchat. Now, with a new ad platform that allows for more experimentation, prices are starting to look more reasonable, according to sources. “Snapchat is about to go gangbusters and scale to a billion in revenue so quickly with this API. They are getting rid of high minimums so brands can experiment in ways they haven’t been able to yet,” said an agency executive.