3 Big Social Media Updates You Need to Know
Written by Rachel Richards
The way we use social media platforms is changing, and this has a major impact on marketers.
In 2019, Facebook CEO Mark Zuckerberg said it best: “Private messaging, ephemeral stories, and small groups are by far the fastest growing areas of online communication.”
Rather than broadcasting content to a large audience, people now want to connect with their inner circles while keeping their personal information safe. Social networks are responding to this shift with massive updates to match.
Let’s explore the latest social media news and how your business can adapt to these changes.
FACEBOOK ANNOUNCES END TO 20% TEXT RULE ON SOCIAL ADS
Image Source: Facebook for Business
Advertisers everywhere will be excited to learn that Facebook has removed the rule that prioritizes image ads with 20% text or less.
Initially, this restriction existed to create a more seamless experience on the feed. A few years ago, text-heavy Facebook Ads looked jarring alongside the array of photos from real people.
At one point, images that broke this guideline were outright rejected. But, in 2016, Facebook relaxed the rules a little bit, instead giving preferential placement for ad campaigns that kept image text under 20%. Now, the restrictions are gone altogether, and have been replaced with a recommendation to keep text “short, clear, and concise in order to get your message across effectively.”
WHY THIS MATTERS
This shift marks an evolution in Facebook’s advertising experience. A variety of ad formats have launched beyond the feed, such as Stories Ads, Messenger Ads, and Facebook Shops.
Marketers now have more freedom to get creative and focus on goal-driven strategies that align with their brands. Storytelling and audience targeting are much more refined, connecting with consumers at the right stage in the buyer’s journey.
CROSS-PLATFORM MESSAGING ARRIVES ON INSTAGRAM
Facebook is rolling out another major update, allowing you to chat with friends across Instagram and Facebook Messenger.
They’re sweetening the deal for users who make the switch with features like chat colours, emoji reactions, watching videos together, “Vanish Mode” for erasing messages, and “Selfie Stickers” for photos. Facebook and Instagram have underscored privacy and safety with increased controls on who can reach your inbox.
Despite Facebook’s antitrust investigations in the U.S. and E.U., this move will capture even more market share for the company. Only time will tell when Facebook will integrate WhatsApp into the cross-platform messaging experience.
Image Source: Instagram
WHY THIS MATTERS
As Zuckerberg alluded in 2019, Facebook is turning its strategy toward one-on-one communication.
With smart retargeting capabilities and Stories placements, the advertising features on Facebook’s chat platforms continue to get more robust and powerful. Brands will become an integral part of these intimate social media experiences, so long as user needs and privacy are prioritized.
LINKEDIN AND PINTEREST LAUNCH STORIES
When Instagram swept up Snapchat’s Stories feature in 2016, it was a game-changer for the social media platform. With 400 million daily users, Instagram Stories have become the go-to place for self-expression, spontaneous content, and community engagement.
Image Source: LinkedIn
Now, LinkedIn and Pinterest are finally jumping on the Stories bandwagon. How will their experiences differ? LinkedIn Stories focus on encouraging professional conversations with features like Question of the Day and Localized Stickers. In true Pinterest fashion, Story Pins can be saved to boards and can be discovered after 24 hours.
Image Source: Pinterest
WHY THIS MATTERS
Again, Zuckerberg was right about ephemeral content becoming more and more important. Especially during the pandemic, Stories provide a path for everyday connection and entertainment.
Although business features may be limited at this time, brands need to take note about LinkedIn and Pinterest Stories. They’re not just like any other video advertising format. Here, sequential storytelling will win consumers over, hooking viewers with quick-hit and compelling content. User-generated content also performs extremely well on Stories, as it aligns with the raw and real perspectives that audiences have come to expect.
PUT OUR SOCIAL MEDIA INSIGHTS TO WORK
With the internet evolving faster than ever before, it’s vital for your brand to adapt with a forward-thinking approach to social media. We combine data-driven insights and storytelling to connect you with those who matter most. Contact us today to get started.