JANUARY 27, 2019
Despite being known as the go-to platform for news and a hotbed for trending topics, Twitter has faced challenges with abusive content over the past few years, making social media mangers wary of community management on the platform.
Twitter has been testing new interfaces to counter these issues while still delivering a “free market” user experience, and Twitter’s director of product management Sara Heider spoke with Tech Crunch about the latest beta test. The main takeaways? Conversation threads will be overhauled, changing the way brands and users interact. In the photos provided, they look more like Facebook comments in the beta test, which hopefully means brands have more options to “hide” or remove offensive content. Additionally, the heart button used to favorite” tweets will be removed, drastically altering engagement behaviors and metrics. Lastly, Twitter is prepared to make changes to the platform during major events like the Academy Awards or NBA Finals to better accommodate users “live tweeting” an event.
According to a new study by influencer marketing software Klear, both influencers and brands embraced Instagram Stories last year. Over one third of paid (think #ad tagged) content from influencers was via the Story vs. on the feed, and there are pros and cons to the growth of Stories being used as an advertising channel. For marketers and brands, Stories can be a useful medium for telling a story through multiple frames, as well as the “Swipe Up” function to directly drive web traffic. For Influencers, Stories are a no-brainer because the #paid content doesn’t interfere with his or her feed aesthetic and drives additional traffic to the profile. However, Stories do disappear after 24 hours, so brands need to work with influencers to increase the longevity of a Story by posting a series over a few days or weeks, or creating a Story Highlight to live on the profile permanently.
Are you tired of hearing about Stories? They may be all the rage on Instagram, but Facebook users are adapting to the 24-hour content phenomenon more slowly. That may change in 2019, however, with Facebook’s new event Stories feature. Events are a key Facebook function, with the ability to spread quickly throughout a community and utilized by users from all age ranges to keep up with what is going on in their circle. Facebook will now begin testing a way “to share the events you’re interested in and coordinate to meet up with friends IRL” on mobile, which basically means users will get event details faster and be able to start a group chat with friends also interested in or going to the event. This new feature represents a great opportunity for brands hoping to increase event attendance in 2019.
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