Social Platform Update November 5, 2020

Part
01
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Part
01

Social Platform Update November 5, 2020, Part 1

Facebook, Instagram, and Snapchat all had at least three new updates to their platforms in the last two weeks, while Twitter had only one. With the ongoing US elections, social media platforms are improving and implementing measures around misinformation. The attached slides have been populated with the required information.

Summary of Findings

  • Facebook has publicly launched dark mode testing on its mobile app. The announcement was made by reverse engineering and app expert Jane Manchun Wong. This update has been in testing over the past few months on other Facebook-owned Apps, including Instagram, Facebook Lite, and Facebook desktop app.
  • Users can now play Facebook's new cloud-streamed games on the Android app and web. The new games were launched to improve the app's gaming options and to tap into the expanding gaming industry. It is also in partial fulfillment of the company's promise to "deliver unprecedented access to games across every screen."
  • Instagram is testing a new way to react to stories. In place of sending direct messages to the creator, the app intends to allow users to comment and respond to stories on the story frame. It is, however, unclear how Instagram plans to perfect this.
  • To combat misinformation on the ongoing US elections, Instagram has removed the "recent" tab from hashtag searches by users in the US. Tag searches usually appear under two headings, "top" and "recent." However, indefinitely, US users will be unable to access the "recent" tab.
  • Twitter has recently launched new prompts that will help combat misinformation on the US Presidential elections. They will be targeted at contents that are often discussed and can be easily misconstrued. The prompts will be made available in various languages in the US and pop up in similar searches.
  • Snapchat has launched a new feature, Snap Connect. Snap Connect is a collection of educational insights and advanced courses developed by experts on how to use the app for direct response campaigns. The new feature was launched as part of an expansion of Snap Focus, Snapchat's marketer education platform.
  • Due to popular demand by its creator community, Snapchat has launched a new feature to allow creators to display their subscriber count on their profiles. Creators can now easily access the option with only a toggle and can change this setting as often and when they want.
Part
02
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Part
02

Social Platform Update November 5, 2020, Part 2

In the last two weeks, TikTok and YouTube have made three new updates to their platforms, while LinkedIn and Spotify had only two updates each. Reddit had no new updates. Both TikTok and YouTube implemented measures to combat the spread of incorrect and harmful information during the US elections. LinkedIn and Spotify, however, focused on the integration and improvement of their app offerings. The attached slides have been populated with the required information.

Summary of Findings

  • TikTok is expanding its #LearnOnTikTok program, which was first launched in May, by introducing a new feature, Learn. The tool, which is still in testing, will be a feed that will substitute the current "following" and "for you" feed. Learn will be a dedicated feed where users can vertically scroll through the platform's educational video clips.
  • In anticipation of the US election, TikTok implemented measures to curb the spread of misinformation and political manipulation. Although most of TikTok's users are underaged and cannot vote, the new measures will exonerate the app from any allegations of spreading false messages.
  • YouTube has joined other social media platforms in implementing measures against misinformation regarding the US elections. The platform added new prompts and reminders to help users get accurate information on the election day as the counting is being done. Users will be able to access this information through a panel which will appear at the top of related search results.
  • YouTube has improved its video playback options to include captions and other features. With the new update, users will be able to switch viewing formats while watching and find specific parts of each video.
  • LinkedIn has launched a new resource hub to support underrepresented groups, including individuals and organizations. The resource hub includes guides, resources, and links to the platform's diversity and inclusion programs, platform functions, and best practices.
  • LinkedIn has added a range of new tools to provide job seekers with training and further exposure within the app. The dominant addition, LinkedIn Career Explorer, will suggest new career paths to users based on their skills. The tool will provide relevant cross matches across 36,000 career skills and 6,000 job titles. LinkedIn's dataset and insights will also improve marketing efforts through targeted ads.
  • Spotify has announced that the Apple Watch App now supports standalone streaming. The new feature has been in testing since September and has only been recently rolled out to the public. Users can now listen to music on the Spotify app from their Apple Watch through a Wi-Fi connection or cellular without being tethered to their mobile phones.
  • Spotify is testing a new feature to allow artists to determine how they want to make their music discoverable on the app. Artistes and labels will not be required to pay or have an upfront budget for this service.


Research Methodology

In answering this research, we began by searching third party websites with information on recent social media updates, including SocialMediaToday.com, TechCrunch, and The Verge. When adequate information on Reddit could not be gathered from these sources, we scanned the official website of the company for any press releases and blog posts within the last two weeks relevant to updates on the platform. However, this strategy proved abortive.
Finally, we intensified our research and focused on news articles and reports. After searching exhaustively, we concluded that no new features, content, and design/functionality updates were made on Reddit in the last two weeks.



Part
03
of three
Part
03

Social Platform Update November 5, 2020, Part 3

Make Movies Like the Movies, Amazon The Show Must Go On, and Nike Victory Swim are some recent social media efforts that have received high engagement and media attention in the US in the past two weeks.
Each of the campaigns gained hundreds of thousands of views, with media houses and blogs reporting on and endorsing them.

iPhone Make Movies Like the Movies

  • On the 26th of October, Apple released a 68-second ad for the recently revealed iPhone 12 Pro titled Make Movies Like the Movies. The iPhone 12 Pro has the best camera quality from Apple so far. The company describes it as the only camera that can shoot, edit, and playback in Dolby Vision.
  • The advert, directed by Kim Gehrig and Linus Sandgren, illustrates its content creation capabilities and functions and highlights the power of its camera. The device is enabled with filming, editing, and playback functionality.
  • The ad is targeted at up-and-coming content creators, encouraging them to opt for an iPhone 12 Pro in place of a more expensive professional video gear. With a little creativity and the iPhone 12 Pro, content creators can produce high-quality videos just like the movies.
  • In less than two weeks of being posted on YouTube, the video has surpassed 4 million views. The hashtags #iPhone12 and #iPhone12Pro have also been trending on all social media platforms since they were first unveiled by Apple.
  • The hashtag #iPhone12 has been used 340,650 times on Instagram, while the hashtag #iPhone12Pro has been used 151,423 times.
  • The ad, since its release, has attracted the attention of tech-savvy social media users and media houses. The release was reported by notable media blogs and websites, including Adweek, BestAdsOnTV, and The Apple Post.


Amazon The Show Must Go On

  • Amazon, on the 1st of November, released a new 2020 holiday ad ahead of Christmas. The ad, titled The Show Must Go On, is a 2-minute video featuring 17-year-old French ballet dancer Taïs Vinolo.
  • The advert, created by Lucky Generals and directed by music video director Melina Matsoukas, is a short story of a young ballet dancer who was able to overcome challenges posed by the advent of the pandemic to perform for her loved ones and community.
  • The Show Must Go On was first uploaded on YouTube and will begin to air on TV Stations and other digital channels in the US by the 8th of November.
  • The goal of the ad is to convey communal strength and illustrate holiday experiences while also creating a balance for families who have experienced difficulties this year. Amazon is also calling on its customers to shop ahead of the holiday season as it prepares for increased demand.
  • In less than five days of its release, the video has surpassed 116,000 views. The ad has received both condemnation and approval. Many viewers commended the advert for its emotional appeal, while others are unimpressed.


Nike Victory Swim

Sources
Sources

From Part 01