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In Other News: Instagram Scraps IGTV, Twitter Protects Users From Intense Conversations and Facebook Changes How It Counts Users For Ad Measurement

October 13, 2021 Paff Evara Facebook, In other news, Insights, Instagram, Paid Media, Social Media, Twitter  

After another week working in social, we bring you more news about changes that our favourite social media platforms are making. This week Instagram, Twitter and Facebook have caught our attention!

 

Instagram is killing IGTV (Sort of)

 

Instagram is acknowledging that their first big move into video content did not pan out the way they had planned. On 5 October 2021, Instagram announced that they are combining IGTV and feed videos into one format labelled ‘Instagram Video’. As part of this, they are also introducing a new video tab on the app (to replace the IGTV tab) and to make it easier for users to discover new video content.

 

What does this mean?

 

This means that Instagram feed videos can now be up to 60 minutes long. The new feature will also offer a more consistent way for creators to get paid, therefore, encouraging more creators to make videos for Instagram. 

Twitter will now help users avoid intense conversations.

 

Twitter is now testing a new feature that will let users know if they are about to engage in a conversation that could get ‘heated’ or ‘intense’.

 

What does this mean?

This update will help users navigate Twitter and allow them to avoid conversations that may impact them negatively. With this feature, Twitter aims to make their platform a better place, supporting healthy conversation and encouraging care and respect amongst users. The update will notify users and encourage them to look out for others through the below:

 

  • Remember the human: Communicating with respect makes Twitter better
  • Facts matter: Checking the facts help everyone
  • Diverse perspectives have value: Discovering new perspectives can strengthen your own.

(Source: Twitter)

Facebook is changing how it counts users for ads measurement.

 

Facebook is updating how it counts users for ads measurement across Facebook and Instagram. From the 12 October 2021, Facebook began rolling out a change that means that if a user doesn’t have their Facebook and Instagram accounts linked in the Account Centre, those accounts will be seen as 2 different people for ad planning and measurement.

Previously, Facebook counted a user only once if they believed the accounts were owned by the same person. For example, if someone used the same email for their Facebook and Instagram accounts, or logged onto the sites from the same device. (Source: Facebook)

Why?

  • This is the first step from Facebook in separating the two apps, making it appear more independent.
  • The update aligns with the demand for offering people more control over how their information is used for ads and is consistent with evolving advertising, privacy and regulatory environments.

What does this mean?

For advertisers, this means changes in campaign planning estimates and performance reporting for unique metrics. Facebook has said that advertisers will see increases in pre-campaign estimates, such as estimated audience size. But for most campaigns, the company believes that the changes will not have a substantial impact on reported campaign reach. (Source: Facebook)

Do you need help reaching the right people through Facebook Ads? Then contact me at [email protected]!

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In Other News: Facebook Introduces Cross-App Group Chats, Twitter Releases Professional Profiles, and TikTok Opens an NFT Collection

October 6, 2021 Marius Platt Facebook, In other news, Insights, Instagram, Social Media, TikTok, Twitter  

Another weekly digital round-up is here! This week we’re diving into Facebook and their cross-app group chats, Twitter’s professional profiles and TikTok’s own NFT’s.

 

Facebook introduces Cross-App Group Chats

Facebook has announced a multitude of new features for their messenger and Instagram direct messaging platforms including group chats across the apps, group typing indicators that are intended to boost engagement, and polls in Instagram direct messages.

 

It’s not a major change in reality, as the option to chat between Facebook messenger and Instagram direct messages has been available since September 2020. However, it’s an indication that Facebook will eventually proceed to include Whatsapp in these plans, too. When they implement this, it will fully encrypt all Instagram and Facebook messenger messages. It can then be assumed that this is the hurdle they are currently trying to cross. 

 

Twitter Releases Professional Profiles

Twitter has now opened up the option for all businesses to apply for a professional profile. This will allow them to display their business information on their page as well as to include a shop or newsletter section. This move only further cements the fact that most (all if not all) social platforms are moving towards becoming an e-commerce platform. 

 

As we can see, social media platforms look to provide more ways for brands to sell their products in-stream. As such, it’s no surprise that Twitter will look to allow brands to sell their products in feed. It will be interesting to see how this pans out in reality!

 

The ability to add business details to a profile could and should help how easily potential customers can find them. However, there may be a negative to switching to a professional profile. When Instagram introduced their business features, there was a notable drop off in reach from professional profiles as opposed to the ‘regular’ profiles. It’s entirely possible that Twitter, too, will limit their professional profiles reach to encourage paid ads. 

 

TikTok Releases NFT Collection

 

NFT’s (unique, one-of-a-kind, items) have been the hottest buzzword in the digital space for months now, so it’s unsurprising that they are one of the hottest brands TikTok wants to get involved with. They’ve launched a collection of ‘TikTok Top Moments’, which will enable people to own a piece of their history. 

 

TikTok explains that “TikTok Top Moments features a selection of six culturally-significant TikTok videos from some of the most beloved creators on the platform. These featured creators, renowned for their cultural impact, have partnered with prominent NFT artists on one-of-one and limited edition NFTs that will include real-world redeemable value provided by the creator.” (TIkTok)

 

Whilst we can’t see these TikTok top moments as NFT’s breaking the Internet, it’ll be very interesting to see where they go with NFT’s and what other platforms do going forward too!

For more information on how to use Twitter’s Professional Profiles to your business advantage, pop us an email at [email protected].

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