Welcome to our monthly social update. In these posts, our digital team will fill you in on what’s been happening in the world of social media over the past month:
Mid-April saw another step forward in social media’s mental health revolution. Instagram announced it will be trialling hidden ‘like’ totals, where only the person that posts a photo can see how many likes a post has. Interestingly, this idea was floated on Twitter by Kanye West late last year. So, whether you’re a fan of his or not, he appears to have his finger on the pulse of modern communications!
Thoughts quickly turned to what this might mean for a group of individuals who have turned Instagram success itself into a day job: influencers. At 3 Monkeys Zeno, we work with influencers on a daily basis, and being able to vet and quantify both their influence and engagement levels is key to deciding who we work with. Should this trial take full effect, it may lead to the devaluation of engagements as a metric – comments sections can already be disabled, so being able to hide like totals begins to hinder our ability to measure “success” in this way. On the other hand, having to look beyond the pure engagement numbers could lead to a more wholesome form of influencer marketing, where partnerships are sealed based on being a good fit for the brand.
In a world where young people are genuinely considered at risk if their “success” on social media is compromised, it can only be a good thing to give people the option of hiding likes totals. And perhaps changes like these will usher in a new age of influencer marketing – something that feels increasingly necessary as our trust in influencers dwindles.
The wait is finally over, and Twitter have finally made it possible for users to jazz up their retweets and quoted tweets with different forms of media. Although this seems to be a relatively simple update, Twitter said that it was actually quite difficult to design in a way wasn’t overwhelming when viewed in the timeline. The feature has been rolled out across Android, iOS, and Twitter’s mobile website.
Who doesn’t love playing around with Instagram Stories? The Quiz feature is the latest sticker to hit the platform, joining the already popular options such as Questions and Poll. Available to all iOS and Android users, the sticker can be found in the tray and allows brands and individuals to customise questions for their followers to respond to.
Facebook’s annual developer conference, F8, took place last week, and a key highlight was that the platform’s new design will have an emphasis on community elements – more specifically, Groups. The Facebook newsfeed is being reprioritised to focus more on Groups, which is why you’re likely to have noticed them popping up a lot more whilst scrolling. Will this mean that brands could have more opportunity to get closer to consumers through their specific passions and interests? Watch this space.