Welcome to our monthly social update. Here, our digital team will fill you in on what’s been happening in the world of social media over the past month.
Instagram has announced that it will be expanding its hidden likes test globally including accounts in the UK. This follows the test in several countries including Australia and the US. Instagram has said feedback has been “positive”, but as it is such a fundamental change to the platform (that has understandably caused a lot of controversy) more testing is required on a global scale.
In the likely event that the feature is rolled out permanently, it’s going to be more important than ever for brands to create engaging content that resonates with their audience – so that people still hit the like button, even when no-one else can see it.
The likes ban is also going to have a large impact on the work that brands do with influencers. Now that those once essential likes just aren’t going to be as important, there will likely be a rise in performance base metrics such as conversions and ROI. It will be essential for influencers that brands choose to work with really connect with their audience – so micro-influencers with a smaller, more engaged following are likely to benefit from this change to the platform.
Brands and influencers will still be able to be able to see their own insights (including reach, likes, and views) so can still report on analytics, but it will certainly be interesting to see the impact the change has on engagement levels.
WhatsApp takes one more step toward monetisation
WhatsApp business app users in Brazil, Germany, India, Indonesia, Mexico, the U.K. and the U.S will now be able to utilise product catalogues, which the Facebook-owned company says will help sellers provide more details on the items they’re selling. Previously, businesses could only send product photos one at a time, but now customers will be able to see their favourite products right within the WhatsApp Business platform.
A Twitter Saga
Twitter announced at the end of November that they would be removing inactive ad accounts that hadn’t signed in for more than six months, thus deleting tweets and making handles available again. However, people spoke up and made a valuable point about accounts of deceased users. Many remain important to relatives and friends, so wouldn’t want to see them deleted. Twitter listened and has now postponed the cull until they know what to do about deceased accounts.
What’s Reels? Well it’s a video-music remix feature on the platform that’s set to fight back against Chinese social rival TikTok. You can make 15-second video clips set to music and share them as Stories and even go viral on a new Top Reels section of Explore. Just like TikTok, you can soundtrack clips from a huge catalogue of music, or borrow the audio from anyone else’s video to create a remix of their meme or joke.