ICYMI: Some of the Biggest Social Platform Changes in Q3

In Q3, we observed platform updates that will impact the way users interact and discover paid and organic social content. From new search and targeting functionalities, it's no secret that our favorite platforms are constantly evolving, for better or for worse.

In case you missed it — we’ve outlined the latest updates from the past few months across Threads, X, Linkedin, and more so you can adjust your social strategy accordingly.?

Here’s the scoop:??

Threads officially rolls out?

What changed: Meta launched Threads in July and it quickly became the fastest downloaded app within its first 24 hours of launch. It was also the fastest app to reach 100 million users , but lost more than half its active user base just as quickly.?

Threads offers a simple layout, reminiscent of X's basic functionality. Users can create posts with a 500-character limit and attach links, photos and videos up to five minutes long. They appear on the timeline where other users may like, repost and reply.?

What to do now: It’s safe to say that Threads is old news now and most aren’t knocking down the door to get on the platform these days. When it comes to evaluating whether Threads is worth it, just remember, consistency is key. Don’t join just for the sake of it. To be successful, brands need a consistent flow of quality content. If you don’t have the time and resources to support a presence, we recommend waiting until you do.

LinkedIn makes another algorithm change to help personalize feeds?

What changed: LinkedIn updated its algorithm to show users content from pages and people they are most likely to engage with. With this change, posts are generating more reach, especially on the second or third day after a post was published. Also, there’s greater emphasis on hashtag engagement so users can see more tailored content.?

What to do now: To ensure the content you’re publishing gets prioritized by the algorithm, include a healthy mix of relevant hashtags in your post content (think: 3-6 hashtags per post). And to confirm the content you’re seeing is relevant, make sure you’re following and engaging with users and pages of interest. As you engage with content you like, it’ll send signals to the algorithm to show you more of that content, improving your overall experience.?

New link previews change post design for X?

What changed: X changed the appearance of link previews on the platform. With this change, users can only see the header image of an autopopulated link preview. The new X link preview will still post the original link display in the tweet, but with the header image and the URL in the corner of the image.?

What to do now: This change puts more responsibility on brands to create compelling, scroll-stopping post copy now that headlines aren’t present to depict additional post information. Additionally, users need to make sure they publish assets that clearly show what the content is about – so consider shifting away from stock images with little context to templatized graphics, quote cards, video, etc.?

Reddit launches new targeting functionality?

What changed: Reddit is refining its Contextual Keyword Targeting ad process, with new keyword suggestions powered by machine learning — designed to help enhance the accuracy of ad targeting and deliver more relevant ads to users based on their interests, interactions and the communities they engage with on the platform.

For example, if you targeted the keyword “ice skating” for a campaign, Reddit will recommend additional keywords related to topics like “hockey” and “figure skating”. The update is ultimately intended to help advertisers enhance their reach.?

What to do now: While this functionality isn’t new to the advertising world, it’s a big step in the right direction for Reddit. There’s no doubt these new ad capabilities will attract businesses and better help them reach their intended audience, but it’s proven slow to start so far.?

TikTok debuts search ads?

What changed: TikTok rolled out a new search sponsored content option for advertisers. Now, when users search for videos, related sponsored content may appear alongside the organic search results. Instagram rolled out a similar update earlier this year, also offering advertisers the ability to actively target users searching for businesses, products and content.

What to do now: Advertisers should be very eager to test out this new functionality. With hyper-targeting in TikTok’s search results, brands have a new way to get in front of users already interested in their niche, seeking products or content very similar to those they might have to offer. This update presents an opportunity for advertisers to engage with a highly relevant and active TikTok audience.?

Looking ahead?

Personalization continues to be a strong theme quarter over quarter. Whether through interest-based targeting or updated algorithms, social media companies are looking for new ways to reach users with the content that matters to them most.?

As platforms evolve, one thing remains unchanged: keep your audience top of mind in any social campaign. If you aren't sure where to start, Highwire can help you meet your audience where they are, with content that’s relevant to them — regardless of platform uncertainty.