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What’s New in Social Media: July 2016

Mackenzie Davidson

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!) to share with you in What's New in Social Media: July 2016 Edition.

  1. Twitter Now Lets Advertisers Target Users Who Tweet Emojis: Twitter wants to make emojis the new keyword. The platform has launched a new way for advertisers to target users that have tweeted with a certain emoji or engaged with tweets that included a certain emoji. Emojis have become a way for people and brands to express feelings, and over 110 billion emojis have been used in tweets since 2014. Source: AdWeek
     
  2. Six seconds? 30 Seconds? Try 140 Seconds for Twitter, Vine Videos: Twitter announced it will lengthen video capabilities on the platform from 30 seconds to 140 seconds, while Vine is planning to increase video length from 6 seconds to 140 seconds for a small group of creators. In tandem, Twitter will be introducing a way to make these videos easier to discover, soon offering "a new, full-screen viewing experience." Source: AdWeek
     
  3. Instagram's algorithmic feed will officially roll out over the next month: Instagram claims people miss 70% of the posts in their reverse chronological feeds. The algorithmic feed goal is to improve showing people the photos and videos they'd be most interested in seeing each time they open the app- versus needing to scroll through their feeds to sift them out. Source: MarketingLand
     
  4. Snapchat to Grow 27% This Year, Surpassing Rivals: 2016 will be a big year for Snapchat, with its user base growing by double digits and pulling ahead of Twitter and Pinterest in the US for the first time. eMarketer's data predicts that this gap will only continue to widen through the year 2020. Many believe that their success is due to consumers' desire for more intimate one-to-one communication, as opposed to broadcast style messages. Source: eMarketer
     
  5. Snapchat Launches a Colossal Expansion of Its Advertising, Ushering in a New Era for the App: Snapchat has announced the launch of Snapchat Partners, its long-anticipated advertising API. This means that, for the first time, ads will be sold by third parties and will be divided by two kinds of collaborators: Ads Partners (who will develop software to Snapchat advertisers, enabling buying, optimizing and analyzing of campaigns) and Creative Partners (who have an expertise in social content and experience with Snapchat's vertical-video format). The API inventory will be sold via an auction-based system, meaning that marketers can expect API videos and newly-launched Snap Ads Between Stories to be less expensive. Source: AdWeek
     
  6. Media Companies' Reach Per Facebook Post Plummeting in 2016 (Study): Media companies' reach per Facebook post has been plummeting in 2016. Social media optimization platform SocialFlow analyzed the Facebook pages of about 3,000 media companies that use its platform from January through May, and it found that reach per post for those pages decreased 42 percent. This happened following the change of Facebook's News Feed algorithm in February; combined reach of posts by those pages had actually peaked in January. To make up for lost reach, these companies have been steadily increasing their post counts month-to-month. That strategy has since proved unsuccessful. Source: AdWeek
     
  7. Facebook Is Changing Its News Feed Algorithm to Focus Less on Publishers' Content. Will Emphasize Posts From Family and Friends: The social network is starting to de-emphasize news in favor of posts from friends and family. This week, Facebook said it plans to make a number of changes to its news feed algorithm to help users see more posts relevant to their personal lives. Source: AdWeek
     
  8. Digital Videos are Creating 13 Times More Facebook Chatter Than They Were Last Year: Digital videos are creating 13.2 times the amount of chatter on Facebook, and users are sharing and creating three times the number of videos this year compared to last. There are 100 million hours of Facebook video watched daily, and younger men are driving these video conversations. The Facebook IQ team learned that when people talk about digital video on Facebook, that they are also talking about cameras, smartphones and TV--which leads to another strong point of social media: second-screen viewing. Source: AdWeek
     
  9. Microsoft is buying LinkedIn for $26.2 billion: The deal for Microsoft to buy the professional network social media giant should close this year. They are essentially buying the company org chart for the entire world and may look to use AI to build intelligent HR and business products. "For Microsoft, a big part of the deal is about being at the center of the business worker’s world." Source: redcode
     
  10. Pinterest launches Shopping Bag, Buyable Pins for Desktop: Pinterest announced it will be rolling out the shopping bag feature and buyable pins in the coming weeks. With the new "shopping bag," you can add any buyable pin to the bag, similar to an e-commerce site, on Andriod and desktop with iOS coming soon. Pinterest has partnered with 20,000 merchants to bring over 10 million unique products to the platform. The social brand is also rolling out a new search feature that allows shoppers to filter options to find popular products, sale items and shipping deals. Source: AdWeek
     
  11. Tumblr Joins Twitter and Facebook with Live Video Rollout: Yahoo’s microblogging platform Tumblr is to be a surprise adopter of live video streaming as of June. But instead of competing with other social networks as another location for creating live video, Tumblr has chosen to be the venue and home for live video. The platform will enable live video through YouNow, Kanvas, Upclose and YouTube. Source: TechCrunch
     
  12. YouTube Adding Live Streaming to Its Mobile App: YouTube will finally allow users to live stream from its mobile app, after announcing the feature at VidCon in Anaheim on June 23. Mobile live streaming will have the same features regular videos have, and will allegedly be faster and more reliable than any other live streaming available. Source: AdWeek

What do you think about all these changes? Tweet me your thoughts or questions at @MdavidsonL or learn more from our entire social media team here.

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