Social Media Weekly #16



Facebook signals end to news feed reach for non-promoted posts

Facebook is set to trial yet another shake-up of its news feed which would see it expunge non-promoted media posts, a move which is already having a devastating impact on smaller publishers. While members will still receive notifications of posts made by friends, all non-promoted posts from commercial channels will be diverted to a secondary feed dumping ground, restricting users primary feed to just content posted by friends and adverts. The new system is being trialled in six countries initially but has already brought about a concurrent drop in people’s engagement with Facebook Pages.

Via The Drum

Facebook Lets Brands Dive Into People’s Posts

Facebook is experimenting with letting brands study people's posts and comments on the network in an effort to better inform their marketing. The beta test, an extension of Facebook's Audience Insights API marketing tech platform, isn't expected to be widely available until next year. Early ad partners, which include top agencies and media companies, are searching Facebook's vast history of public posts to see what topics, themes, brands and products are being discussed. Users' identities are withheld. The new insights tool could help marketers see the social network in a whole new dimension, and even give them a broader understanding of their businesses, with data that informs them about trends in the industry and the consumer mindset.

Via Ad Age

Do’s and Don’ts: Facebook Releases News Feed Publisher Guidelines

Facebook Tuesday unveiled its News Feed Publisher Guidelines, a set of best practices. Head of News Feed Adam Mosseri announced the release in a Newsroom post, writing, “We launched the Facebook Journalism Project to collaborate with the news industry in support of an informed community. A consistent piece of feedback we’ve heard from publishers as part of this effort is that they would like more insight into how News Feed works, in order to understand best practices for reaching their audiences. In response to this feedback, today we are releasing News Feed Publisher Guidelines, which include ‘do’s and don’ts’ to help publishers succeed on our platform.”

Via AdWeek

You Can Now Send And Receive Money On Messenger With PayPal

Back in 2015, Facebook Messenger introduced the ability for Facebook users to add their debit or credit card to Messenger in order to send each other money through the platform. Now, users can use PayPal as well, as Messenger partners with PayPal, adding the platform as a method of payment. The process to set up PayPal as a payment method is really simple, and echoes the way to do it for a debit/credit card. Simply tap the “+” button and select the "payments" option (it’s green). After setting the amount, and tapping “pay” you can choose PayPal instead of debit/credit cards. If you’ve already been using this feature, you can simply change your payment method and you’re done.


Facebook Takes On Pinterest By Testing New ‘Sets’ Feature

Being able to show the world what you are interested in, and to group your interests into categories, has always been a top characteristic of Pinterest. Boards have been Pinterest’s signature feature since forever, but now, Facebook wants bring its users something similar. The company is testing a new feature called “Sets” that allows you to group your interests into categories. Whether your specific interest is made up of  status updates, photos or videos, they can all now be grouped together in sets, and then shared as such. Facebook is also testing “Secret Sets” that are private to a certain group of friends – as the name suggests.


Instagram and Snapchat

Paid media increases across social with Snapchat and Instagram recording huge growth

Snapchat and Instagram have seen ad spend rise by 73% and 55% as new offline features brought added value to advertisers, according to a report by data science company, 4C Insights (4C). For Snapchat, features like Snap Map and geofilters have enabled advertisers to understand how consumers shop. Snapchat's AR feature already helped it march ahead of rivals Facebook and Apple for daily users. Whereas, Instagram Stories continued to attract brands, generating 220% year-on-year spend growth.

Via The Drum

Instagram Rolls Out Live Guests Option to All Users

After launching a test of their live guest option with a small group of users back in August, Instagram has now announced that the functionality will be rolled out to everyone from today. As explained by Instagram: “Live video helps you share in an authentic way, but sometimes it can be intimidating when you’re on your own. It’s easy to add a guest while you’re broadcasting. Simply tap the new icon on the bottom right and tap “Add” to invite anyone who’s currently watching. Once they join, you’ll see the screen split into two and your friend pop up right below you.”

Via Social Media Today + Instagram


Twitter Launches Video Website Card To Help Brands Increase Clicks And Retention

Brands that want to create a more “seamless user experience” for consumers now have a new creative format to work with. It’s called Video Website Card, and as Twitter explains in a recent announcement for the feature, it “combines the power of video with the ability to drive users back to a site to learn more or take action in the moment.” This is because – instead of just offering a traditional text link for users to follow – Video Website Card links directly with a website preview, allowing consumers to take action as soon as they click through. The Video Website Card consists of an auto-playing video, a headline that can be customised, and a destination URL with a large tap target, and is designed to work with various brand objectives. Whether that is video views, website clicks, or awareness, the Video Website Card can be paired with different ad types for maximum effect.



LinkedIn Rolls Out ‘Smart Replies’ Feature To Keep The Conversation Going

LinkedIn messaging now uses machine learning to show you suggestions for answers that are more relevant to the conversations you are having on the platform. The new smart replies will now give you at most three responses that are based on the message you received so that you can “shave a little time” from your daily routine. As LinkedIn explains in a recent blog post announcing the feature, “if an old friend asks if you’re available to catch up over coffee next week, you may see suggestions like “Yes I am,” or “Sure!” or “What time?” Smart replies will also be personalised soon so that you can respond in a more conversational manner.