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What's New in Social Media: October 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: October 2016 Edition. 

  • Twitter Users Can Now Add 'View on Periscope' Links to Web Profiles: Twitter users now have the option to add links to their Periscope profiles to their Twitter profiles on the web. When a user goes live on Periscope, the "View on Periscope" text will change to "LIVE on Periscope," allowing other Twitter users to watch their live broadcasts. 
  • Periscope will now feature sponsored live video broadcasts: Twitter is opening up its live video app Periscope to more advertising. Through Twitter's amplify program, brand partners can now sponsor a series of Periscope broadcasts and create branded video highlights which can feature pre-roll ads. The update is a big step from Twitter to make money off its live video app and to encourage more creators and advertisers to use it. 
  • Facebook Has a New Ad Product Tailor-Made for Travel Brands: Facebook has developed new Dynamic Ads for Travel, designed specifically to help hospitality and other travel brands retarget consumers browsing apps and other websites for travel inspiration. The new ads are rolling out a new destination catalog this week, which is designed to help brands who would like to display images of destinations in their ads. For example, a travel site can target consumers researching trips to Paris with photos of the Eiffel Tour, or an airline can target consumers with destination photos relevant to their searches, rather than images of a plane. Hotels can also retarget consumers with ads that show real-time rates and availability for the specific hotels they've viewed.
  • Facebook Beefing Up Canvas: Facebook has announced new features for its Canvas Ads, staring with “brand-oriented marketing objectives.” Canvas was initially only available for website clicks and conversions, and has now been expanded to further objectives, including brand awareness and video views. The platform has also offered previews of new Canvas updates, including 360-video, templates and the ability to link to other Canvas ads. 
  • Snapchat Introduces Spectacles Sunglasses with Video Cameras; Changes Name to Snap Inc.: Snapchat has developed sunglasses with an integrated video camera that make it easy to create memories. The glasses include one of the world's smallest wireless video cameras, capable of "taking a day's worth of Snaps on a single charge." They connect directly to Snapchat via Bluetooth or Wi-Fi to transfer Memories directly into the app in its brand new circular video format. Circular video plays full screen on any device, in any orientation and captures a 115-degree field of view. 
  • Twitter Officially Begins Rolling Out Exceptions to 140-Character Limit: With Twitter's new update, photos, videos, GIFs, polls, and Quote Tweets no longer count toward your 140 characters. @Names in replies will also no longer use up valuable characters. 
  • One Year After Allowing Ads, Instagram Now Has More Than Half a Million Active Advertisers: In addition to advertisers, Instagram seems to be pulling in more businesses than ever, claiming that over 1.5 million Instagram users have switched their accounts over to business profiles. 
  • Facebook Overestimated Key Video Metric for Two Years: According to recent sources, Facebook vastly overestimated average viewing time for video ads on its platform by between 60% and 80% for two years. Facebook’s new metric, “Average Watch Time,” will reflect video views of any duration. The platform's previous metrics only counted video views of more than 3 seconds, which inflated the average.
  • New Snapchat Targeting Options: Snap Audience Match, Snapchat Lifestyle Categories, Lookalikes: Looking to boost its advertisers' ad targeting efforts, Snapchat has launched three new features: Snap Audience Match, Snapchat Lifestyle Categories and Lookalikes. Snap Audience Match allows brands to anonymously match data from existing lists of email addresses and mobile device IDs with the app's own pool of consumer data. Snapchat Lifestyle Categories enables brands to target ads to users who view certain types of videos. Lookalikes allows advertisers to target Snapchat users with similar characteristics to their existing customers. 
  • Facebook Adds 2 Global Ad-Targeting Features: Two new features have been added to aid advertisers seeking to target new countries. Its lookalike audience tool now contains a feature that enables brands to target users in new countries with similar characteristics to users in the countries they are already targeting. Facebook also announced that those with the goal of website conversions or mobile app installs can now use its extended location targeting capabilities by selection regions or trade zones, and Facebook will deliver ads to those regions, optimizing delivery to countries with the greatest returns. 

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

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