Social Platform Updates and Changes 7/8
Platform Updates and Changes
Week of 7/8
Instagram Rolling Out New! Instagram adds 'Share to...' button on Stories for sharing them in other apps
Dazn has started exploring ways to expand more beyond live content into original documentaries, as well as offering more free access to live streams to attract more subscribers.
Globally it has created six original content documentaries, four of which focus on the intense work regimes boxers go through in the eight weeks leading up to a fight, to drum up interest and engagement.
This means using ancillary content around live events on social to drive viewers to the platform. In the U.S., where it owns a number of rights to fights, it does this with undercards through its relationships with the fight promoters. Leveraging streamed select matches on Facebook and YouTube for free.
The maximum average engagement rate year to date for this selection of branded accounts was 1.54% on April 15, 2019. The minimum engagement rate was 0.8% on June 23, 2019.
Where we see the change really start to take place is in early May. Since the beginning of May, average engagements have declined over time precipitously and now hover around 0.9%, a decrease from earlier this year of 1.1%* Influencers seeing this a s well. There has been no reported API changes from FB Developers.
Instagram is expanding their inventory to include promoted IGs within the explore tab on the platform. The Explore tab is where customized custom is aggregated (based on user interaction) for users to discover and connect with creators and content- very similar a Pinterest board. Users are spending more time within the feed and story interface of the platform - but IG hopes to make “Explore” a different type of experience (from seeing content from followers)
This will be rolled out to all advertisers within the next few months with a placement option update in Ads Manager.
Facebook is rolling out a new option which enables Pages to publish updates targeted to their top Page fans specifically.
With the decline in organic reach over the past few years, this actually may be a more effective tool for businesses to connect with fans that are more likely to engage, and could lead to stronger community management. You can find your Top Fans by turning on your Top Fans badge in the Facebook setting (only allowed for pages for more than 10K followers)
Everyone’s heard about how popular TikTok is becoming, but industry experts are speculating if the app will actually become profitable. The app is based around lip-syncing, “home movie” style short clips - a slightly similar interface to Twitter’s Vine, which shut down in 2016.