New Year: New Features across social
There have been multiple changes on social platforms since start of the year so let’s take a look at how this might impact how we communicate.
The world of social media is frequently evolving, with constant updates and changes keeping us perpetually on our toes. As marketers, we need to ensure that our clients messaging stays prominent and that creative adapts with these platforms. We have put together a brief piece on recent changes we have seen in social media and what it means for our clients.
Tiktok has taken a leaf from Instagram Live’s playbook, launching a new Q&A feature that allows creators to directly respond to their audience’s questions. Users can give their answers in the form of text or video. Creators can run this feature as a livestream, or with simple videos. Tiktok are running this as a beta, with only a few selected creators able to use the function.
This feature will have the most value for brands with known personalities, such as Apple with Tim Cook, or Xbox with Major Nelson. For example, following Apple’s recent iPhone 12 announcement, a personality from the brand could have hosted a livestream using the Q&A feature where they answered any further questions from general consumers.
Looking forward, this function may be useful for companies during product launches, with the text function providing real time feedback on questions surrounding the new product. However, the success of the function will rely on its userbase, and it is too early to see how receptive users will be to the feature. However, given the prominence and increasing userbase we have seen for TikTok in the last 12 months, our opinion is that this will quickly become a prominent feature.
LinkedIn has now officially launched the capacity to add ‘swipe up’ links to your LinkedIn Stories.
This new feature allows you to add a ‘swipe up’ link to your LinkedIn Stories, which enables users to send their connections to a URL of their choosing. Users can then access the URL by swiping up on the story, very similar to how it works in stories features on other platforms. This feature is currently aimed at businesses primarily and is only available to LinkedIn pages and individuals that have more than 5k connections.
Similar to LinkedIn, Pinterest have recently developed their story feature and they are now testing the implementation of a new story panel at the top of users’ feeds, or a panel. The function is currently known as ‘Story Pins’. Story Pins look like the story function on other social platforms. However, they are not exactly the same as other platforms’ ephemeral stories; Story Pins live within a Pin and remain indefinitely, rather than disappearing after 24 hours.
YouTube has launched hashtag pages to all users on their video sharing platform. This feature allows users to better discover content using hashtags, either by clicking on a hashtag on a video or by searching for specific hashtags. Each hashtag will have a dedicated landing page showing the ‘best’ (top performing) videos at the top of each topic/hashtag’s landing page.
For creators and brands the landing pages can function as a good research tool, helping to identify and discover popular hashtags as well as to align brands with likeminded interests. One drawback to the hashtag page is that it is designed to keep the best performing videos at the top, which means that this can be a mix of old and new content. This means that the results are quite different to something like a hashtag search on Instagram or Twitter, where the most recent, or most relevant, content gets displayed at the top. As a result, hashtag landing pages might be difficult to use for the discovery of newly published videos.
For more information and to discuss your brand on social email email@example.com to get in touch for a virtual coffee.
Olivia Bagander and Oliver Wood