02/04/2018 - Monday Matters
To kick-off this April right, we are back with your social media rundown. From Giphy’s return to all-new Animojis, we have it all. So, what are you waiting for? Let’s get started!
This is no April Fool’s prank folks, GIFs are back and even better! Following the controversy earlier last month, the animated stickers we grew to love have found their way back to Instagram stories. While Snapchat has provided no indication of rekindling their relationship with Giphy, Instagram remained in close contact with the animated sticker providers during the investigation period to ensure that preventative measures were put in place. In their statement regarding changes made to the database, Giphy states that “after fixing the bug in our content moderation filters and confirming that the sticker was successfully detected, we re-moderated our entire sticker library 4x. We have also added another level of GIPHY moderation before each sticker is approved into the library.” It should be smooth sailing from here on out!
Rejoice! This update will help brands spice up static stories and create their desired online “personality”. We can finally say goodbye to picking the right emojis and captions – again.
Due to their lack of popularity, users often scroll through their Facebook feeds oblivious to the existence of stories. Facebook is planning to change our perceptions of stories one step at a time. To kickstart this change, the channel has added in new sticker options, allowing users to add weather and location, as well as tag friends. According to sources, Facebook also plans to incorporate polls into stories. Although the aforementioned are not necessarily new features, they will benefit brands that want to amplify stories engagement and distribution.
It is reported that the stories bar on the News Feed is usually found empty; this could work one of two ways. If Facebook does nothing to change this, employing resources to create engaging stories will have little to no advantage. However, that is not the plan. It may be worthy considering Facebook stories has a chance to attain first-mover advantage. With less noise and competition, brands are more likely to get their message across clearly and creatively. It’s first come, first served!
Apple has recently released the latest iOS 11.3; and they’ve got a treat in store for us! The update consists of several bug fixes and battery updates, allowing users to know overall capacity and when it’s time to change their batteries. iOS 11.3 also comes with all new features, including new Animojis — a dragon, bear, lion and skull! Apple is also introducing customer support conversations to Messages. Users can communicate with brands to place an order, make a reservation, or make an inquiry; this feature has already been tested by brands like Discover, Hilton, Lowe’s and Wells Fargo. This feature has only rolled out in the U.S. as beta for now, but is worth keeping an eye out for.
When available, business chats will bring brands and their customers closer than ever. Catering to Apple users may also increase reach to a wider audience that did not previously engage with your brand.
Following its initial testing in November 2016, Instagram has launched its shopping feature for business accounts to eight new countries: Canada, Brazil, the United Kingdom, Germany, France, Italy, Spain and Australia. Besides making marketers’ lives easier, this update will make previously used third parties such as Like2Buy and LikeToKnowIt obsolete. Now, businesses can place price and link tags that pop up when an image is tapped, as well as a “Shop Now” button ; once this button is pressed users will be directed to the product page on the brand’s own online store. These images can even be viewed by users who don’t follow the brand. Say hello to the easiest shopping spree you’ll ever go on!
Studies show that half of Instagram’s daily users follow an active shopping account. This update caters to those users and accounts by creating a seamless customer experience. It may also incentivise other brands to create e-commerce stores and a more prominent online presence. All in all, this feature is a win-win for both businesses that want to sell and customers that want to buy.
With LinkedIn users 20x more likely to share dynamic content on the platform than a static post, the channel has introduced Sponsored Videos and Company Page Videos. LinkedIn Video ads will autoplay on mute and can be linked to the platform’s various ad tools, such as call to action buttons. Advertisers from GE, Philips and Audi Canada have contributed to testing this feature and report positive results in terms of boosting quality engagement. Sponsored videos will better cater to LinkedIn members, who “spend almost 3x more time watching video ads compared to time spent with static Sponsored content.” (LinkedIn Blog: March 29, 2018) Advertisers will also have access to ads insights regarding the types of professionals watching, engaging, and converting via video ads. In addition to sponsored videos, LinkedIn has also rolled out a company page video, giving brands the ability to create and showcase immersive dynamic content. This feature also proved successful through testing with users: “Company Page video is 5x more likely than other types of content to start a conversation among members.” (LinkedIn Blog: March 29, 2018)
This is what we’ve been waiting for! Videos have finally made their way to LinkedIn, a channel famous for its formal and professional feel. Marketers can now break out of the boundaries previously set around their content and create engaging and compelling experiences in their communities.
We can safely say that April is set to be an interesting month for marketers. We look forward to seeing how these updates are brought to life and differentiated. Thank you for joining us on our weekly adventure; till we meet again!