Social Media Update | Week of March 20, 2017

In this week’s ‘Skim: Apple launches Snapchat-inspired video editing app; LinkedIn announces big news for its Sales Navigator, adds new retargeting tools; Foursquare plots to conquer the world; YouTube is phasing out annotations; Instagram has a surprising influence on older users; and much more…

Check out this week’s summary!

1. Apple unveils video creation and sharing app

Apple may not be ready to take a full leap into social media, but what it unveiled last week could be called baby steps. The tech giant clips introduceda new social media-inspired video, photo and music editing app on iOS that shares quickly and easily on social media.

Why take inspiration from social media? Users will be able to add filters, bubbles, shapes, emoji, and even “full-screen posters with an animated background and customizable text.” Apple has also added what it calls “live titles,” animated captions, and titles based on what users say.

There will be a music library of tracks that users can choose to set their clips to, and the app will automatically suggest tags from people who are in your contacts or previously tagged in your iOS Photos app. The clips will be launched in April.

2. LinkedIn improves its lead generation tool, Sales Navigator

Finding prospects on LinkedIn just got a little easier for brands, with the social network announcing a new Enterprise Edition of its Sales Navigator, its lead generation solution. Enhancements include new customer relationship management integrations, with widgets for quick viewing of shared profiles in CRMs such as Salesforce and Microsoft Dynamics.

For companies already using the Professional or Team editions of Sales Navigator, a LinkedIn spokesperson described the new Enterprise Edition as an edition for successful sales organizations, as it now includes up to 50 InMails per month and TeamLink Extend , which allows anyone in your company to sign up to share their LinkedIn network with TeamLink so that all employees can contact each other to introduce themselves to prospects, even if they are not directly connected.

3. Others are trying, but Facebook dominates social video

Gary Vaynerchuk said his video feature is a brand’s best friendand now anew report of the social analysis company Quintly shows that Facebook not only dominates video for marketing campaigns, but also illustrates the trend of siled content becoming a thing of the past as social networks continue to integrate features copied from one another.

Among the brands studied that use video in their Facebook campaigns, 90% used native Facebook videos, while only 30% and 2% used YouTube and Vimeo respectively. Facebook’s native videos, those uploaded directly to the platform, also garnered 186% more engagement than other formats, and they were shared 4.6 times more than others.

4. Foursquare is quietly preparing to take over the world

You might think Foursquare is long gone from the social media space, but the company has other ideas. It recently announced Foursquare Analytics and in the process continued its transformation from a social media company to a location data center.

Foursquare Analytics is essentially an insights dashboard that lets businesses see their performance based on measurable, actual visits. With 50 million monthly users worldwide and 92% of consumer spending still occurring in the physical world, Foursquare says the real world lacks features such as cookies that make digital work and hardware-free configuration of l business means brands can start delivering timely offers to consumers in new ways.



Foursquare Analytics of Foursquare on Vimeo.

5. LinkedIn to drive advertising using email addresses and website visits

Although not deployed until November, we have heard of a new LinkedIn advertising targeting program which will bring the professional social network closer to the modern advertising companies of other platforms.

LinkedIn will restore the ability for marketers to retarget consumers who have visited their websites with ads on LinkedIn, as well as let them target consumers based on email addresses. These techniques are already being used by competitors such as Facebook, Google, Twitter and Pinterest, and will be part of LinkedIn’s new “Matched Audiences” program.

6. Older users are the most influenced by Instagram ads

It turns out that Instagram ads could be a surprisingly effective way to influence organizational decision makers who ultimately decide to buy or subscribe to your B2B products or services. A new report from Influence.co finds that users 65-74 and 45-54 are the most likely to search for products after seeing posts promoted on the platform.

While Instagram has certainly become a paying playground for brands, that might not be a bad thing, if the ROI is worth it.

7. YouTube will phase out annotations and focus on mobile-friendly features

You can use YouTube as part of your social media strategy to better showcase your products and all they can do, but you may be using the platform less effectively than you could. Google-owned social video network is phasing out one of its oldest features, annotations, in favor of new mobile-focused features, including end screens and maps.

Annotations allow users to place pop-up calls to action on a video’s screen, while Cards place an unobtrusive “information” symbol in the upper right corner of videos that encourages users to click relevant websites. End screens are placed at the end of a video and include several types of clickable overlay images that users can select to visit a website, subscribe to the channel, or watch another video.

Do you already use end screens and cards? If not, watch the video to see how to get started!

8. How much you can expect to pay for Instagram influencers

Influencers charge an average of $271 to share sponsored content on the platform, and while this cost varies widely by industry, it also correlates strongly with audience size.

Have you considered researching influencers in your field as part of your social media strategy? A recent report from Influence.co and a great recap from MarketingProfs dives into what you can expect to pay, whether a male or female influencer will cost you more, the average number of followers you can expect your targeted influencers to have depending on the niche, and much more.

9. Facebook makes text messages more visual with background colors

Facebook started letting Android users beautify text posts with background colors and larger text in December, and now it looks like the same feature is slowly coming deployment for iOS users.

This feature allows users to select a custom background color to place their text on to make the post more visual and engaging. If brands need to post something without an accompanying video, GIF, or other visual, they should definitely take note of this new way to improve what might otherwise be a boring, uninteresting post.

10. Musical.ly, the taking over social music app, rolls out new features

This may be the biggest achievement of the social media video rush, but also the one your brand has never even considered an opportunity. We introduced you to Musical.ly, which lets users set their own videos to their favorite songs, back in May. As a reminder, highly engaged users of the application spend an average of 13 minutes per day on the platform!

It’s worth noting that Musical.ly, which now claims 40 million monthly active users, continues to innovate and release new features, like its latest duet function. Additionally, the app’s user base has aged: while at the start of 2016, 90% of the app’s user base was in the 13-24 demo, by September that number had dropped to 60%. In other words, the door is opening more and more to branding opportunities. Keep an eye on this one, folks.

https://www.youtube.com/watch?v=VjrslqcEUOw

11. We will end with the massive threat from Germany on Facebook and Twitter

The fight against fake news and hate speech online intensified dramatically last week, when Germany’s parliament drafted legislation that could lead to fines for Facebook and Twitter.up to 50 million euros– if they do not remove the manifestly illegal content within 24 hours. This might lead one to believe that the timing of news that Twitter suspended more than 600,000 accounts accused of promoting terrorism in the second half of 2016 alone was no coincidence.

Germany’s parliament suggests that social media companies have long failed to address the problems of fake news and hate speech that live on their networks, but free speech advocates in the country are expected to push back against the new law. The German government’s decision comes after Chancellor Angela Merkel raised concerns that fake news and bots could influence the upcoming election.