By: Kelly Hutchinson
In an effort to share timely updates on social media announcements, changes and new features, our team will begin providing a summary of these updates twice a month. For our first installation, we are excited to share some news regarding Facebook, Twitter, Instagram and YouTube:
Facebook Rolls Out Messenger Day Globally
Facebook is now joining in on the 24-hour disappearing media phenomenon. Just like Snapchat and Instagram Stories, Facebook’s Messenger Day feature provides a messaging outlet for users to share customized videos and photos that expires.
This feature was tested in several countries the past couple of months and is now available through the Facebook Messenger app on both Android and iOS devices. However, as there is no Messenger app for Facebook Pages at this time (messages are shared and viewed through the Facebook Pages app) this feature is not available for business pages yet.
Stay tuned to see if and when Facebook adds this functionality to business Pages in 2017 in order to continue competing with Snapchat! More >>
Twitter Ramping Up Live Video Capabilities
In order to compete with YouTube and Facebook’s recent, and vocal, shift to being a video-first platform, Twitter is opening up its API to include live streaming video capabilities. Twitter has had live video capabilities in the past through Vine and Periscope, but had to redirect users to a separate app to use those capabilities.
If you are interested in utilizing live video capabilities on Twitter, check your profiles next week to see if the live video rollout goes into effect. More >>
Instagram Launches Ads in Stories
According to Instagram, more than 150 million Instagrammers use Instagram Stories every day, and recent research suggests 70% of Stories are actually viewed with sound on. Due to this strong adoption, Instagram has made moves to monetize that audience by providing businesses with an ad solution.
These new ads are full-screen, one card/media story format with targeting capabilities. Airbnb, one of the companies that partnered with Instagram to test these ads, saw a double digit point increase in total ad recall. These early success metrics show us that Instagram Ads in Stories could be a potential outlet for impactful awareness, perhaps tied to a women’s and children’s services campaign.
However, there are two major negatives to utilizing these ads at this early stage – the ad platform only allows for optimization of reach and currently does not allow you to build in a CTA that directs to a website. However, Instagram has confirmed that these functionalities are coming down the pipeline later this year. More >>
YouTube is Discontinuing Annotations
Yesterday, YouTube announced it is discontinuing Annotations on videos due to the capabilities not being available on mobile devices. Overall, annotation interactions have fallen by 70 percent, so YouTube is shifting its focus to Cards and End Screens to provide CTAs and encourage interaction with viewers.
This change will officially take effect on May 2nd, so if your video CTAs are through annotations remember to replace those with Cards and End Screens by that date! More >>