November Social Media Update

  
This month saw some unusual changes in the social media world, most hilariously an update that encourages you to get your feline friends in your social selfies.

Updates across platforms continue 2018’s theme of ‘cleaning up the internet’ with features that look to promote authentic communication, ensure account security and improve social advertisements.

Let’s jump in and see what November has in store:

There is no denying that live video is becoming increasingly popular. Unfortunately, the amount of less-than-high-quality live video on social media is prolific – in fact, it’s of apocalyptic proportions. We’re not here to judge, as the quality of video that comes from planning and preparation often isn’t an option with live video. This brings us to Facebook’s new feature – ‘Facebook Premiere’. The thought powerhouses at Facebook HQ clearly understand the predicament of live video popularity but the attention spans of viewers requiring quality looking content in order to engage with it. Facebook Premiere looks and feels like live video to viewers and has a limited time to actually view it, similar to live video in that it can be viewed ‘in the moment’. The main difference between Facebook Live and Facebook Premiere is that the content is pre-recorded, allowing for all the editing, preparation and planning to provide polished video content that engages – but this time, people jump on to watch because of the limited time. This could be the incentive users need to get on and watch videos, however the inability to ask questions/reply in live time may mean that Facebook Live maintains its popularity.

Facebook has another update this month, and this time they’re focusing on advertisers. 2018 could be described as the year that social media cleaned up its act, starting in February with one of the biggest algorithm changes we have seen in Facebook’s history (link: https://identity.marketing/2018/02/02/the-sky-isnt-falling/).

Facebook is now targeting advertisers who mislead or generally ‘annoy’ their users. They have categorised this into three easy to remember no-no’s:

  1. Advertisements that use engagement bait tactics. As a refresher, engagement bait is generally classified as content that asks users to ‘like and share’ such as ‘share if you love real estate! Ignore if you want bad house karma’. The reason these types of ads are getting the tough treatment is they are seen as an annoying ‘hack’ to the current Facebook algorithm, which favours posts that have authentic engagement.
  2. Advertisements that withhold information – Facebook is (finally) cracking down on click-bait. ads that lure clicks by alluding to more information within the link but are not clear on exactly what the link contains. An example of this is “you’ll never believe what this man did to his neighbour’s house!” without alluding to any other information. It essentially gets the better of people and they click on the link only to be left unsatisfied by the link’s content.
  3. Advertisements that use sensationalised language – the third and last of the targeted no-no ads is all about the misuse of sensationalist language. You’ll notice that we’ve emphasised the word misuse – why? Sensationalised language is a great marketing technique, it gets people excited and connects to the emotional part of their brain. What Facebook doesn’t want you doing is creating a post that says ‘MIND-BLOWING ways to use paint that YOU NEVER KNEW!!’ and then having it link to a post that talks about painting each room of a house. Essentially, Facebook is cutting the crap.

No one quite knows the exact penalties that will be inflicted upon these kinds of ads, but we suspect it will involve the ad being deleted, your other ads (even if they are within Facebook’s new guidelines) will get less reach and the cost of performance will increase – so best to avoid being on Facebook’s naughty list.

Next up, Instagram is cracking down on hackers by introducing optional two factor authentication. Two factor authentication which is sometimes known as 2FA is described as an additional ‘check’ to your account so you can be sure you’re the only one logging in. Previously, Instagram offered text message two factor authentication, however in some cases this can be subject to sim-jacking and is not the most robust form of account security. The new option requires an external authentication app. When possible, using two factor authentication is up there as one of the simplest, toughest basic security precautions you can take to protect any kind of account. Will you be using this function? Let us know in the comments.

LinkedIn is the latest in a line of popular social media platforms to alter their feed algorithm. However, it’s kind of gone in the opposite direction of the other platforms, by encouraging everything to be seen, rather than just what’s trending. Previously, LinkedIn’s algorithm had put the focus on ‘big players’ such as large companies and top content creators, leading to everyday users posting less updates as they were not being seen or engaged with. Users who see less and less engagement on their posts are inclined to post less, leading to a 1% situation within the platform. LinkedIn has solved this problem by updating its feed algorithm to generate more engagement on each users post. Since putting these algorithm changes into effect, LinkedIn reports that there is now a multifarious assortment of content being posted in feeds, and users are returning to regular posting. Try posting something on LinkedIn and see if your engagement has improved! Make sure you tag us for a follow – >link< (https://www.linkedin.com/company/identity-marketing/?originalSubdomain=au)

In more light-hearted, ever relevant, cat related news, Snapchat, or ‘SNAPCAT’ (yes, we went there) has updated their range of filters and now caters (pun totally intended) to its users’ love of their furry best pals – you can now stick a pair of glasses on your cat, or show off its pedigree by placing it in a virtual slice of bread. The lenses have been specifically created to work on feline features, so now not only can you be a cat on the internet, your cat can be a person. You can now selfie your rager of a Saturday night away, with matching cat-human lenses. Snapchat is onto something – people love their pets more than just about anything. We have many questions – will this update bring the crazy cat people to Snapchat, or will they stick to the ever popular, semi-plagiarised version of the app over on Instagram stories? More importantly – where’s the beautiful filter for our dogs?

That’s all for this month, let us know what updates you’ll be trying!