Latest Social Media Updates - Edition 9

TikTok?

TikTok Introduces a New Tool for Enhanced Insights on Ad-driven Conversions

TikTok is enhancing its advertising tools with the launch of a new feature called Engaged View-through Attribution (EVTA). This measurement tool is designed to give advertisers deeper insights into how their ads drive conversions on the platform. EVTA considers a view of six seconds or longer on a video ad as an engaged view. It then tracks conversions that happen within a seven-day window after a user has watched an ad for at least six seconds without clicking on it.

This tool is significant for advertisers as it helps them understand the impact of these engaged views on conversions, moving beyond the traditional click-and-convert metric. The key benefits outlined by TikTok include:

A Broader Understanding of Ad Impact: EVTA allows advertisers to see the full influence of their ads on TikTok, tracking conversions that result from views, not just clicks.

Enhanced Campaign Performance: The tool sends high-quality signals to TikTok Ads Manager, optimising ad delivery to users more likely to take action, thereby boosting campaign performance.

Consistent Measurement Across Channels: By aligning its attribution methods with other platforms, TikTok enables advertisers to compare performance more accurately across different channels.

TikTok also suggests that combining EVTA with its Self-Attributing Network (SAN) offers a more comprehensive view of user conversions. This combined approach includes:

• Click-through and view-through conversions validated and reported by Mobile Measurement Partners (MMPs).
• Engaged view conversions measured by EVTA.
• Additional click-through conversions driven by TikTok ads not captured in MMP’s last-click attribution model.

A TikTok spokesperson emphasised the evolving nature of mobile advertising, where understanding the impact of various ad types and touch-points remains challenging for advertisers.?

They recommend turning on various attribution settings, including VTA (View-through Attribution), EVTA, and CTA (Click-through Attribution), and aligning the attribution windows in TikTok Ads Manager with MMP settings for a more accurate picture of ad performance.

This development marks TikTok's effort to provide advertisers with more nuanced tools to gauge the effectiveness of their ads, acknowledging the complex and diverse landscape of mobile advertising today.

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TikTok Enhances User Experience with New Conversational UI to Assist Algorithm Guidance

The rise of ChatGPT has influenced a shift towards more conversational user interfaces (UI) in various platforms, reflecting changing user habits and preferences. TikTok is embracing this trend with its new "Customise Feed" feature within the "For You" page settings.?

This tool allows users to provide direct, conversational input about their content preferences, like asking to see more posts from followed creators or requesting different content for a specific time.

Shared by Jonah Manzano, a screenshot of this feature shows a simple text field where users can input their preferences, a method more in line with the conversational style of ChatGPT.?

This approach aims to offer users a more intuitive way to tailor their feed without relying solely on traditional in-app engagement signals.

While this could improve user experience, it also raises questions about the effectiveness of such specificity. Users often have a gap between what they think they want and what they actually prefer. Meta’s experience with Facebook and Instagram highlights this issue.?

Despite users' requests for chronological timelines or fewer Reels from unknown profiles, when Meta has implemented such changes, user engagement has typically decreased.

This discrepancy suggests that social media trends, often driven by a vocal minority, may not always reflect the preferences of the majority. Research indicates that most social media users don't post content themselves, meaning in-app engagement doesn't necessarily represent broader user interests. Therefore, time spent reading content and more nuanced engagement metrics are becoming increasingly important for guiding social platform algorithms.

The introduction of TikTok's conversational guidance feature might not have a significant impact on the algorithm or user experience. While it allows users to feel more control over their content, TikTok likely understands that most users won't use this feature extensively, and thus, it might not heavily influence their algorithm.?

Nonetheless, this feature is another example of how platforms are adapting to the growing trend of conversational UI, especially on platforms like TikTok where younger generations are more engaged.

In summary, while TikTok's new feature aligns with the conversational UI trend, its actual impact on user experience and content algorithms may be limited at this stage.

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X (Twitter)?

Introducing Timestamp Links for Video Uploads by X

X has introduced a new feature for video uploads, enabling creators to add timestamp links to their videos, making it easier for viewers to navigate through longer content. This update allows uploaders to include timestamp listings in their posts. Viewers on iOS can tap these timestamps to jump directly to specific segments in the video. As of now, these clickable links are only active on iOS, but X plans to expand this feature to other platforms in the future.

The concept of adding timestamps was first previewed by X back in August, showcasing how users can incorporate time references within the text of their posts. To use this feature, uploaders simply need to insert time markers in the post text.?

X explains that on iOS, timestamps become clickable once the post is published if they are written in any of these formats:?

x:xx, xx:xx, x:xx:xx, or xx:xx:xx. The system then automatically creates links to those times in the video playback.

However, there are some limitations to this feature. Clickable timestamps are only visible in posts with a single video attached, and up to 50 timestamp references can be added per upload.?

This functionality is particularly useful for helping users navigate through longer video content. As X shifts its focus towards promoting long-form content, this feature could become an important aspect of content strategy for creators and marketers in 2024, facilitating better viewer engagement and content accessibility.

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Elon Musk Unveils 'Grok' AI Chatbot as a Competitor to ChatGPT

X is launching a new chatbot, "Grok," part of its X Premium+ subscription service. Priced at $16 a month, this service provides ad-free access and exclusive features like Grok, which is currently in limited testing. Grok is designed to be "anti-woke" according to Musk, aiming to offer less censored content on sensitive topics, differentiating it from chatbots like ChatGPT.

Grok sources its information from X's platform, aligning with Musk's criticism of other AI chatbots for their approach to content censorship. This development coincides with X restricting other generative AI projects from accessing its API, giving Grok exclusive access to X's vast data.

Despite X having a large user base, most of its content is generated by a minority, with 80% of users in "read-only" mode. Additionally, a significant portion of the content is sports-related, as 42% of X's users are sports fans. This could potentially bias Grok’s outputs towards Musk's perspectives, considering that active X users might align with his views.

Concerns arise around the reliability of X's fact-checking system, Community Notes, especially on divisive topics. While Grok is expected to add humour and sarcasm to its responses, the potential for offensive or harmful content exists.

Musk envisions Grok as a tool to spread "truth" beyond mainstream narratives, focusing on citizen journalism.?

However, given the potential biases in its source material and the limited scope of actively contributing users, the effectiveness of Grok as a reliable and unbiased news source is uncertain.

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Meta

Meta Teams Up with Amazon to Simplify Ad Conversions

Meta has introduced a new feature in partnership with Amazon, making it easier for U.S. shoppers to buy products directly from Facebook and Instagram ads. This feature allows users to link their accounts for quick purchases without leaving the apps.

Key Insights:

Maurice Rahmey of Disruptive Digital points out that this feature improves targeting using Amazon data, speeds up checkouts by linking accounts, and allows for personalised ad content based on Prime membership.

Users can click on ads to access an in-app shopping experience, using their linked Prime accounts for faster purchases.

For advertisers, this means better ad data from Amazon, more sales, and increased conversions.

Background and Impact

After facing revenue challenges due to Apple's privacy changes and a tough ad market, Meta is looking to boost its ad revenue. This collaboration with Amazon is part of that effort.

Amazon's Comments

A spokesperson highlighted that:?

The new shopping experience allows customers to seamlessly shop from Amazon ads within Facebook and Instagram, with a checkout process integrated into the social media platforms.

Users will have access to up-to-date product information, including pricing, Prime eligibility, estimated delivery times, and other details within the ads, enhancing the overall customer experience.

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Meta Introduces New Ad Features for Enhanced Lead Generation During the Holidays.?

Meta is rolling out a series of updates for lead-based campaigns, aimed at improving direct contact gathering for seasonal promotions. These updates include an expansion of lead objective ads, now directing users to WhatsApp chats, and further integrating direct messaging into advertising strategies. This feature extends the existing capabilities of Messenger and Instagram Direct, with select advertisers getting the option to incorporate a question-and-answer flow in Ads Manager.

In a move to incentivise ad engagement, advertisers can now offer coupons to users who interact with question-and-answer flows on Instagram Direct ads. This is part of Meta's broader strategy to align with the growing trend of users preferring direct messages over public social posts for interactions.

Another innovative update is the testing of a new "Instant Form" ad format. This format allows users to simultaneously submit their information to multiple businesses, facilitating user convenience and expanding discovery opportunities for smaller businesses. However, this also introduces the possibility of businesses paying for listings in these ad showcases, potentially affecting which businesses are displayed.

Meta is experimenting with features that might be more controversial, such as allowing businesses to make phone calls to potential customers through Facebook. This feature, displaying the business information during the call, might not appeal to all demographics, particularly younger ones who are less inclined towards phone calls. On a more advanced front, Meta is testing full campaign automation for lead generation. This involves using AI to manage all aspects of a campaign, including targeting, creative decisions, placements, and budget.

Additionally, Meta is exploring the generation of instant forms for Facebook ads using content from advertisers' websites. These updates, reflecting a shift towards more integrated and automated advertising strategies, could significantly impact the effectiveness of lead generation campaigns on Meta's platforms. While some of these features are still in the testing phase, they indicate a growing reliance on AI and enhanced user engagement methods in advertising.

Read more about Meta’s latest lead generation campaign updates here.

Meta's New Subscription Service Limits Ad-Running Abilities in Its Platform

Meta's new ad-free subscription service for users in the European Union comes with a notable detail that might be overlooked: while the €9.99 per month fee removes ads from the subscriber's feed, it also imposes limitations on their ability to run or boost ads. This applies to both personal and business-related content, particularly affecting those with linked Pages in the app.

Meta ads expert, Jon Loomer highlights that these conditions are explicitly stated in Meta's terms. Subscribers to this service will find several ad-related options unavailable, as these require using personal information for ads. This includes running and boosting posts for both Instagram accounts and Facebook profiles, as well as for Facebook Pages linked to an Instagram account that’s subscribed. Moreover, participating in partnership ads and monetizing with Ads on Reels and In-stream ads are also restricted.

However, it's not a complete ad blackout. Users can still run ads for a linked Facebook Page they manage, provided they don’t have an associated Instagram account signed up for the ad-free option. Meta’s rationale behind these restrictions is tied to the usage of personal data for ads. Opting out of data sharing to avoid personalised ads also means foregoing the ability to run certain ads.

Meta's strategy seems to be a response to the latest E.U. regulations on data permissions and usage. By offering an ad-free option, Meta aims to maintain its existing business model while complying with new laws. Users can opt out of personalised ads but at a cost. The company anticipates that most people will not choose the subscription, allowing Meta to continue its usual ad-based revenue model while also providing a compliant opt-out option.

Subscribers to the ad-free service still have some advertising capabilities. They can boost posts or run ads for a Facebook Page, as long as the Page isn't linked to a subscribed Instagram account. This might require unlinking the Instagram account if one wishes to run ads. While this could be a nuisance for some users, it appears to be a deliberate aspect of Meta's strategy to dissuade users from opting for the ad-free package. In essence, while Meta offers an ad-free choice, it seems more inclined to continue its traditional ad-supported model.

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Instagram?

Instagram Introduces Feature Allowing All Users to Download Public Reels

Instagram has recently expanded the ability for all users to download publicly posted Reels, a feature initially introduced to U.S. users in June. This new option, found in the Reels "Share" display, allows users to download any Reel if the creator has permitted downloads.?

By default, publicly posted Reels are set to be downloadable, but creators have the option to disable this if they prefer to limit the distribution of their content.

This feature, however, has implications for content sharing across platforms. It potentially makes it easier for accounts focused on generating quick shares and likes to repost Instagram content on TikTok.?

Despite these Reels retaining Instagram's branding, the actual impact might be limited as TikTok's algorithm tends to reduce the reach of posts with prominent branding, likely including the Instagram logo.?

This is part of TikTok's push for original content, but it still opens the door for increased sharing of Instagram content on their platform.

Beyond the concerns about cross-platform sharing, this feature also offers a legitimate way for users to save and share their favorite Reels in new and engaging ways. While not a groundbreaking change, it does provide more flexibility for users and could enhance the visibility and reach of Reels creators.

Instagram's chief, Adam Mosseri, has announced that the option to download public Reels is now available to all users, marking another step in Instagram's ongoing evolution and adaptation in the social media landscape.

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Instagram to Discontinue Its Guides Feature in the Coming Month

Instagram has announced that it will be discontinuing its "Guides" feature next month, marking a notable change for users who have integrated this tool into their Instagram strategy. Introduced in 2020, Instagram Guides were designed to allow creators and brands to present themed content and more in-depth material in an engaging and interactive format.?

This feature enabled the sharing of explainers and image collections with accompanying short text descriptions, and these Guides could also be shared via Stories to enhance engagement.

However, despite the initial potential, Instagram Guides have not gained the popularity expected. As a result, Instagram has decided to end support for this feature. From December 15th, all existing Guides on profiles will be converted into Collections, which serve as a more basic alternative.?

This decision seems to be driven by user engagement metrics indicating a lack of interest in the expanded, brochure-type content that Guides offered, a format more commonly associated with platforms like Pinterest.

For those who currently use Guides in their Instagram presence, it's important to take action before the feature is retired. This includes downloading any valuable Guides content or transitioning it into the Collections format, ensuring that the information and creative effort invested in these Guides don't go to waste with the upcoming change.

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Instagram Introduces Feature to Exclusively Share Reels and Feed Posts with 'Close Friends’

Instagram has officially announced that all users can now share feed posts and Reels with a select group of individuals on their "Close Friends" list. This feature, initially trialed with selected users in September, offers an additional layer of privacy and intimacy, allowing users to change their feed updates' audience to a more personal circle.

The "Close Friends" feature was first introduced for Stories in 2018, allowing users to create a list of up to 100 people for more private sharing, as opposed to public posting. Instagram has gradually expanded the feature to include Notes and Reels, providing users with more options for engaging with a smaller, more controlled group. However, not all users previously had the ability to share these formats with their private groups.

Now, Instagram confirms that the ability to post to "Close Friends" in Reels is available to all users. This update reflects Instagram's broader strategy of encouraging more private and intimate group sharing, in response to the trend of users moving away from public posting within the app. Instagram chief Adam Mosseri noted this shift last year, observing an increase in Story posts and direct messages compared to public feed posts.

This change is also influenced by the growing presence of AI-recommended content in user feeds, which tends to leave less space for updates from personal connections. With both Facebook and Instagram experiencing increased engagement from video content, it's logical for these platforms to adapt and cater to this evolving user behavior.

The new "Close Friends" options represent Instagram's ongoing efforts to facilitate more private group interactions, aligning with the broader social media trend. It will be interesting to see how Instagram users respond to these updates and whether there will be a significant shift towards more private group postings.

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YouTube

YouTube Accelerates the Rollout of Shorts Ads

YouTube is advancing the rollout of its Shorts ads, moving from beta to general availability for more advertisers. For the first time, marketers have the option to select Shorts as a video format and integrate them with in-stream and in-feed ads. Although the feature is not yet available for all accounts, Google plans to extend it to all advertisers in the coming months.

PPC consultant Kristian Maltzahn shared his excitement about the Shorts format on LinkedIn, noting its growing popularity and the changing demands of consumers, as seen with similar formats on TikTok and Instagram Reels. He believes that YouTube's decision to initially limit advertising on Shorts was to prevent overwhelming users with ads in a new format. The gradual introduction of more exclusive advertising on Shorts indicates its rapid rise in popularity.

To check if the YouTube Shorts ad format is available, advertisers can go to the 'Create Campaign' section in their YouTube Ads account, select 'Video' under the Efficient Reach section without a goal's guidance, and see if the feature is available.

Google Ads plans to expand this feature to more video campaign formats soon. A Google spokesperson explained that Shorts ads rolled out in 2022, and this year they announced new Shorts for awareness ads solutions, including the beta inclusion of Shorts in Video reach campaigns and the pilot of YouTube Select Run of Shorts lineups.

Now, Shorts in Video reach campaigns are generally available to all advertisers, while YouTube Select Run of Shorts lineups are still in limited pilots. With these developments, YouTube encourages advertisers to utilise the solutions that best fit their goals across various formats.