We’re barely a month into 2016 and already the social media platforms that we know all too well are changing at a rapid pace in an effort to keep up with their New Year marketing resolutions. Join us as we take a look back at what’s happened over the last few weeks and how it could affect your social media marketing campaigns.
The social media giant that is Facebook has recently made a few changes to its platform, including the ability for businesses to privately message individual accounts right out of the news feed. This will no doubt be very helpful to fast-acting businesses that are looking to quickly settle visible disputes or communicate private information out of the public eye.
In addition, Facebook also recently announced that the Lead Ads which launched in October will now be available on Desktop and Mobile. Lead Ads enable users to quickly input information within an ad, for instance by signing up to a newsletter or downloading an app. The single button on the ad will open a window within Facebook allowing users to convert quickly without leaving the platform or their position on the news feed. Facebook also launched the option of including up to 5 ‘tiles’ which the user can swipe through, to showcase different benefits or various similar products.
It’s now also easier to keep track of customer interactions, as Facebook recently introduced the ‘Comments’ tab into the Activity section of a page. It notifies the admin of any comments which haven’t been viewed or responded to with the useful ability to flag up comments which need following up. No more lost comments mean no more unresolved conversations which is incredibly important for any business.
Twitter announced last Tuesday that they would be changing their homepage to make it more visible to all visitors, whether they have an account or not. The move comes as Twitter is pushing to become more of a content hub than a private network, with everyone who accesses the site able to view real-time news stories and conversations as they happen. Although many are speculating over the platforms likely hidden agenda to increase ad revenue, the news feed is a very welcome change to a conversion-halting login screen.
— Twitter (@twitter) February 2, 2016
Twitter also recently announced that they will be making some major changes to the way content is selected and displayed to users. Content will now be ranked by relevance rather than most recent in an effort to display the news which users are most likely to want.
Another move in line with improving their content experience comes in the form of a partnership with live video platform Periscope. Twitter will be bringing the Periscope feeds; both live and replays, directly into the Twitter feeds of their users, starting with iOS users first and other platforms in the future.
Periscope broadcasts now come alive within Twitterhttps://t.co/R346R1lgZb
— Periscope (@periscopeco) January 12, 2016
Early this year, LinkedIn made a few changes to the thousands of groups within its user community. All groups will now be private with users and businesses having to gain permission to join the group to view any of the content and conversations going on inside. LinkedIn have said the measure has been taken as part of a strategy to reduce spam within the groups.
The groups had previously been used as a tool to identify audiences with common interests who could potentially be interested in an advertiser’s product or service. However, many companies abused the free entry ticket, resulting in a poor user experience and a decline in group numbers. Relevant companies can still join groups, providing the group admin gives permission and so there is still significant potential for this marketing channel, even if it will require more work than before.
LinkedIn have stated “Joining a LinkedIn group now requires either an invitation or approval of your request. Our data has shown that open groups have historically attracted a larger percentage of low-quality conversations. Members-only groups have created significantly more participation and conversations than others (up to five times more), indicating that members feel more confident contributing in these types of groups”.
Introduced in late December, growth-hungry Pinterest have now stepped up their push into the mobile commerce market with the reveal of new ‘price-drop notifications’ for products which have been pinned to a user’s board.
Users will now receive a push notification and an email whenever an item which they’ve pinned drops in price. It’s well worth noting this change if you’re a retailer who frequently has sales as updating an old pin rather than creating a new version could lead to a free promotional opportunity.
Pinterest have also recently unveiled a pioneering ‘visual-search tool’ which lets users search for pins which are similar to parts of another pin. Similar to the way Google’s image search works, a pin can be cropped to select a certain feature and then searched across the Pinterest network to find similar alternatives. This is a big step forward for the emerging social media platform – we can’t wait to see where they take this in the future.
Pretty nifty, huh?