ICYMI: Some of the Biggest Social Platform Changes in Q3

Compared to our last update, which focused on things like algorithm changes and long-form content, in Q3, we saw a lot of small-scale updates (let’s call them tweaks) that might actually have more of an impact than you realize. Here's what we see as notable, and why.

Since we wrote this piece, the social media world has been flipped upside down due to Elon Musk’s takeover of Twitter. Brands are understandably unsettled by the uncertainty of what this leadership shift brings – particularly as it relates to brand safety around things like content standards, misinformation and hate speech. Not to mention, the recent Eli Lilly parody account disaster (caused by the Twitter Blue verification rollout) reinforces many of these worries. Our team is closely monitoring updates at Twitter and advising our clients on any necessary strategy shifts.?

LinkedIn rolls out “our featured commitments” section

What changed: LinkedIn quietly started to roll out a new section to company pages that allows them to feature up to five commitments (think: DEI, sustainability, work-life balance, etc.). Brands can link to certifications, articles, videos, and more to “prove” their efforts in the areas listed.?

What to do now: It looks like this capability is rolling out slowly (our Highwire page doesn’t have it yet), but once available it’s a great opportunity to communicate beyond job descriptions and attract talent with similar values. Your recruiting team will thank you. To see a visual of what this new section looks like, take a look at LinkedIn’s company page and scroll over to its about section.?

Advertisers can now push in-feed LinkedIn documents?

What changed: LinkedIn Advertising now offers Document Ads, a new format that lets users download documents directly from their newsfeeds. Now, advertisers have the ability to get a much higher volume of information (think: eBooks, case studies, white papers, infographics, etc.) in front of their target audiences, without users needing to leave the platform.?

What to do now: Consider a mixed-medium creative strategy in your next campaign to see if this type of longer-form content resonates with audiences. LinkedIn’s big selling point for the new feature is higher quality leads. By sharing a preview of your document, you can generate interest and hopefully convert more qualified individuals. You may also see a lower cost per engagement when you keep visitors on LinkedIn, versus driving them to your owned properties for lead capture.

New LinkedIn sticker looks to drive additional engagement?

What changed: LinkedIn rolled out the link sticker, a new feature aimed at driving more website traffic on mobile. The sticker can be added to images in users’ LinkedIn posts, allowing people and company pages to place it wherever they like in the frame, and in variable sizes.

What to do now: Consider incorporating this new functionality into your weekly calendar planning as another means to drive engagement and website traffic. Design for LinkedIn will need to be considered when testing out this new format (i.e. testing out this sticker versus using a branded button in the graphic).?

Native scheduling is coming to LinkedIn?

What changed: LinkedIn is finally working to launch in-platform scheduling capabilities for users and pages.?

What to do now: This is a big one for social media managers as first-party publishing generally offers a better and more accurate view of how content will look once live (compared to third-party options). On the other hand, some prefer the convenience of having all channels in one place – a benefit of third-party tools such as Sprout Social and Hootsuite. Up to you to decide what works better with your workflow.?

Twitter users now have the ability to unmention themselves?

What changed: Twitter users can now remove, or unlink their handles, from a Tweet or thread. In addition, other users won’t be able to mention you again once you’ve withdrawn from the conversation (saving your notifications). Social Media Today compares it to Facebook’s and Instagram’s ‘remove tag from photo’ feature.?

What to do now: This update is bound to be a time saver for community managers as brands can immediately remove mentions from posts at their discretion – a feature that’s particularly helpful when content is spam and/or irrelevant to the company.

YouTube opens up more ways for creators to make money?

What changed: YouTube announced new ways for creators to make more money on the platform via YouTube Shorts. This is, in part, a move to help compete against TikTok. YouTube will push ads on Shorts and offer creators 45% of the ad money earned from their content.?

What to do now: This update is big for companies that want to make short-form video content, but do not want to start a new account on TikTok or Instagram. Moreover, leveraging trending songs and sounds can help reach new audiences and humanize their brand. Consider repurposing existing video content on YouTube Shorts to expand engagement outside of Twitter, LinkedIn, and Facebook.?

Looking ahead?

In Q4 to date, we’ve seen platforms add some much-needed restrictions, like TikTok’s new age limit for live streaming and IG’s new blocking features. However, with the state of uncertainty surrounding Twitter, and the negative effects stemming from Elon Musk’s takeover of the platform (see: Twitter Blue verification rollout), there’s no predicting what’s next. It’s more important than ever for brands to proceed with caution and lean on their PR and social teams as we navigate these unchartered waters together.