Unless you’ve been hiding underneath a rock for the past week, you’ve probably seen ‘that’ photo on Instagram. The one that broke records, reaching 6.33 million likes in less than eight hours and becoming the most liked picture on the platform. Plenty of brands and celebrities jumped on the news that Beyoncé is pregnant with twins for their own social content (Ellen DeGeneres’ picture was our personal favourite), proving that reactive social media is still a key digital marketing tactic, but we’ve been keeping our beady eyes on the social landscape so that we can continue to deliver relevant campaigns using the latest features.
So, what else is going on in the world of social media?
Most people are familiar by now with Instagram Stories, which launched August 2016 to rival Snapchat’s feature of the same name, but have you noticed Instagram’s live video feature? Since mid-January, users have been able to create spur-of-the-moment videos, which disappear once the broadcast is over. People and brands have been embracing the throwaway content trend recently, loving it for the fact that it offers a snapshot of a moment; the content may not necessarily be quality, but it should be interesting, and the live element creates a sense of urgency. For brands in particular, it offers a behind-the-scenes look, which increases brand engagement and awareness.
Meanwhile, Facebook has been shaking up their own platform with some big changes, the biggest of which is that they’re developing a TV streaming app as a creative new way to get advertising in front of more people. Considering the popularity of Netflix, Amazon Prime, Hulu and other streaming apps, we’ll have to see how the world reacts to Facebook & chill!
Facebook has also made changes their prioritising of video content, with a focus now on longer videos… so long as the content is quality! Now basing the quality and success of a video on the percentage of time watched, rather than the seconds watched, Facebook will prioritise videos reaching a high percentage of engagement, even if they’re lengthy.
Finally, following Instagram’s success with Stories, Facebook is adopting the feature, having already run successful trials in Ireland. For those who use Facebook as a minute-by-minute account of their day (looking at you, mum!), this feature could be a game changer; but whether it will convince younger people to be more engaged on Facebook remains to be seen.
So what will that mean for Snapchat? The disappearing content app attracts a typically younger audience than Facebook, but with their rivals entering the disposable content market, will they need to up their game and start focusing on new ventures? The platform is about to go public, so it’ll be interesting to see how this will affect the platform.
And on a more light hearted note, children now have a safe social network of their own – in Lego Life! With the ability to create Lego avatars and share your own Lego creations via an Instagram-like interface, it certainly looks fun – so will other children’s brands follow suit?
It looks like 2017 is already shaping up to be an interesting year online, and we’re looking forward to diving straight into it!