Social Media Audit, Aug. 10

Part
01
of three
Part
01

Social Media Audit, Pt. 1

An audit was conducted on Facebook, Instagram, Twitter, and Snapchat which revealed updates to each platform during the past two weeks. Some of the biggest updates that were written about at length included Instagram Reels, Music Videos for Facebook, and licensed music for Snapchat Stories. There were not enough updates for Instagram and Twitter. Facebook and Snapchat had at least three updates to their platform in the past two weeks. These points are summarized below but a more in-depth analysis can be found in the attached link.

Summary

  • Facebook officially launched music videos on their Facebook Watch platform, directly competing with YouTube. They did this through partnerships with large music companies such as Sony Music, Universal Music Group, and Warner Music Group.
  • After rejections by Apple's App Store, Facebook was finally able to release a standalone app to watch gaming live streams. Facebook planned to include mini-games in the app but had to remove them because of Apple's demands.
  • Instagram Reels was released on August 5th, directly competing with viral video and music app TikTok. This comes as the US Congress scrutinizes Facebook's practices of copying its competitors.
  • Twitter released labels to help identify state-sponsored media accounts. Labels were also made for important government officials such as ambassadors, foreign ministers, diplomatic leaders, and spokespeople.
  • Snapchat released a new feature that adds music to snaps, which seems to copy a core feature of TikTok. Snap is partnering with Warner Music Group, Universal Music Group, Merlin, and others to release this new feature.

Research Strategy

To find information about each social media platform, the research team looked at official company blogs and news centers first. We did it this way for us to get the most up-to-date and accurate information about changes to their platforms. After looking at their blogs, we then ventured off to looking at reputable third party sites that continuously break news about social media companies including Social Media Today, The Verge, TechCrunch, and Forbes. We also searched for app store update logs when we needed more information about updates to their platform.
Part
02
of three
Part
02

Social Media Audit, Pt. 2

An audit was conducted on TikTok, YouTube, Linkedin, Spotify, and Reddit which revealed updates to each platform during the past 2 weeks. Some of the biggest updates that were written about at length included TikTok's updated policies and Spotify's Group Sessions. There was no information found on Reddit but minor updates to their app are summarized below. Also, there were not enough updates for TikTok, LinkedIn, and Spotify. YouTube was the only platform on the list that had at least three updates to their platform. A more in-depth analysis of the other social media platforms can be found in the attached link.

Summary

  • TikTok updated its Community Guidelines on the 5th of August in preparation for the upcoming US presidential elections. These new policies prohibit deepfakes and broaden partnerships with fact-checkers such as Politifact and Lead Stories.
  • YouTube released a collection of over a hundred movies for children titled "Summer of Movies" for their YouTube Kids app. These movies were done by studios such as BBC Studios, Disney, and Nickelodeon. These movies are set to last until August 31.
  • LinkedIn updated the algorithm behind its job-matching software. Based on their new Qualified Applicant (QA) AI model, this system looks at hirer history and matches applicants based on that history.
  • Spotify released Group Sessions, which is a new feature that lets multiple remote Premium users control a music queue. Each session will allow for one host and up to four guests.
  • Reddit's latest update to their platform was on July 15 when they added image galleries. Since then, minor updates were made to their apps that were not platform-wide changes. These updates include allowing RPAN moderators to end live broadcasts by tapping the overflow menu and more notification controls.

Research Strategy

To find information about each social media platform, the research team looked at official company blogs and news centers first. We did it this way for us to get the most up-to-date and accurate information about changes to their platforms. After looking at their blogs, we then ventured off to looking at reputable third party sites that continuously break news about social media companies including Social Media Today, The Verge, TechCrunch, and Forbes. We also searched for app store update logs when we needed more information about updates to their respective platforms. This was the case for Reddit, where we could only find minor app updates in the past week. We were unable to find anything noteworthy in the past two weeks that Reddit changed on or added to their platform.

Part
03
of three
Part
03

Social Media Audit: Noteworthy Efforts

Some of the most recent social media marketing campaigns that have received high engagement from the public include the promotion of Anheuser-Busch International Beer Fest and Bagel Bites' "Pizza on a bagel — we can all agree with that" campaign. The fest gathered over 1,500 live viewers and was heavily promoted on Twitter and Facebook by Anheuser-Busch and Budweiser. Bagel Bites focused more on a YouTube and social media video ads. Their YouTube videos has each gathered almost 100,000 views since their launch on August 3, 2020.

Anheuser-Busch International Beer Fest

  • In the beginning of August, Anheuser-Busch announced that it was committed to carrying on this year's international beer festival on August 7, 2020.
  • The festival was conducted via a live stream on several channels, including YouTube Live, Twitter, and Facebook.
  • The event featured several well-known celebrities like Priyanka Chopra, Jason Derulo, Prince Joyce, and Jeff Mauro.
  • Anheuser-Busch mainly used their Twitter and Facebook accounts to advertise the event. They also posted several videos and announcements 1-2 days before the event on their Budweiser Twitter page.
  • One of the videos gather over 1.2 million views while another gathered over 17,700 views.
  • The event was also promoted by some of its celebrities. For instance, a post by Prince Royce gathered over 25,500 likes
  • AB InBev also partnered with the alcohol delivery platform Drizly, which created several social media posts, gave special promo codes and posted in-app banners to incite its users to participate in the event and order some of Anheuser-Busch's products.
  • On YouTube, the event was viewed only by about 1,500 people live but it has gathered over 4 million views across all social media platforms since August 7.

Bagel Bites First Campaign in Two Decades

  • Bagel Bites, a Kraft Heinz brand, released 4 15-second videos on August 3 to promote their product. The brand had last released an ad campaign in the beginning of 2000.
  • The ad campaign was created by the award-winning agency, Johannes Leonardo, which is known for helping companies like Gap and Volkswagen refocus their marketing strategy to boost their sales.
  • The campaign uses popular online arguments to get people talking and engaged with the campaign while increasing the popularity of the Bagel Bites products.
  • The arguments are depicted in a humourous way without taking sides in order to promote the start of a conversation.
  • The video ads were also promoted by posting pictures of other popular online disputes and showing that the Bagel Bites' pizza bagels can always be considered common ground.
  • The new ad campaign will run until the end of fall, appearing on TV, Facebook, Twitter, Snapchat, and Reddit, as well as on out-of-home and pre-roll ads.
  • While their ad posts on their social media channels (Facebook, Instagram, and Twitter) have not generated a lot of buzz, each of the 4 videos has had over 100,000 views since they were posted on August 3.
Sources
Sources

From Part 01
From Part 02