Social Platform Update October 22, 2020

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Social Platform Update October 22, 2020, Part 1

Facebook, Twitter, Instagram, and Snapchat all had at least three new updates to their platforms in the last two weeks. Facebook's new updates focused on expansion and rebranding efforts. Twitter's new updates are to combat misinformation and categorize tweets according to their relevant topics. The attached slides have been populated with the required information.

Summary of Findings

  • Messenger now has a new-look and additional features. The new logo has a color gradient tone, which reflects a "shift to the future of messaging." Facebook also launched new custom backgrounds for chats, with themes like love and tie-dye.
  • Facebook has expanded its relationship/love finding app, Facebook Dating to Europe. The expansion comes one year after the app's initial launch in the US. Since the feature launched, it has made over 1.5 billion matches in 20 countries.
  • Instagram intends to allow businesses to set minimum age requirements for branded content to protect both brands and users. This new feature, unlike the previous update, will allow brands to set age requirements for individual posts and not only for the entire profile.
  • Instagram will be rolling out new Badges to creators on Instagram Live. Badges will create a new earning stream for content creators and a way to attract attention for users. The feature has been in testing with selected creators for months and will now be available globally.
  • In tackling the spread of fake news, Twitter recently added a new warning prompt to alert users when their tweets are misinformed. When users attempt to share or quote a tweet that is in dispute, they will get a notification and be sent a link to more information.
  • Users can make their tweets easily discoverable by choosing to share topic listings when they tweet, send a direct message, or interact outside the app. This way, users can follow topics they are interested in and would like to explore.
  • Snapchat users can now add song clips to their snaps using the music notes icon. This new update will only be available to iOS device users globally.
  • Snapchat has launched Local Lenses, a collaborative AR experience that will enable users to virtually paint over shops and streets. The contributions of each user can be seen by other users who visit the site.



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Part
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Social Platform Update October 22, 2020, Part 2

In the last two weeks, TikTok and YouTube have made three new updates to their platforms. Both apps released updates to moderate the spread of QAnon-related content, which is considered harmful to society. LinkedIn's only update was focused on developing its newly launched Events. Spotify had two new updates, while Reddit had none. The attached slides have been populated with the required information.

Summary of Findings

  • TikTok earlier this week announced a new notification system for content removals. The new system will offer more clarity on the reason for the removal of content and the policy violated. The user will be notified in-app with a message, including a link to the community guidelines.
  • TikTok has partnered with OpenSlate, a brand safety platform, to create a Brand Safety Solution for TikTok. The solution will filter posts that appear next to branded content to ensure that they are not questionable.
  • YouTube has announced new updates for its music TV app. The update will allow users with smart TVs to access liked songs and saved playlists in their libraries. Users can choose this option in the YouTube Music tab of the TV app.
  • YouTube is looking to provide direct shopping options on its platform so that viewers can shop from abundant videos, which will become a catalog of items. The company also wants to provide an integrated shopping platform through a partnership with Shopify.
  • LinkedIn's Events, which was launched globally in May 2020, now has new features, including discovery tools, promotion options, and data capture processes. The platform, which is considered a success as it complements LinkedIn's existing tools, has hosted over 200,000 events with 10 million attendees since it launched.
  • Spotify creators can now incorporate music tracks into spoken-word audio commentary. This will give listeners a radio-like experience and the opportunity to create a music-filled podcast by integrating Spotify's Anchor. This way, they can listen to entire tracks on podcasts rather than just short samples.
  • Spotify recently released an iOS 14 widget, which allows users to access recently played items with a tap. This means quick access to recently played artists, albums, and podcasts. The widget is currently available in both medium and small sizes.

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.

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Part
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Social Platform Update October 22, 2020, Part 3

#DIEHARDISBACK and #MakeADogsDay are two of the recent social media efforts that have received high engagement and media attention in the US in the past two weeks. #MakeADogsDay was one of the top 10 trending tweets in the US on the 22nd of October, while Advance Auto Parts' $2million ad featuring Bruce Willis has met both criticism and commendation.

#DIEHARDISBACK

  • Advance Auto Parts, on the 18th of October, launched a campaign for its newly released Die Hard Batteries. The ad for the campaign uploaded on YouTube is a 2-minute short film based on Die Hard, a 1988 action movie.
  • The ad features the main characters from the movie: John McClane played by Bruce Willis, Argyle the limo driver played by De’voreaux White, and bad guy Theo played by Clarence Gilyard Jr. It involves the lead character, John McClane, choosing to replace his faulty car battery with Advance Auto Parts' Die Hard battery.
  • The ad has since then garnered media attention, with bloggers referring to it as "epic" and "nostalgic." In less than five days, the video has gained 767,395 views on YouTube.
  • Advance Auto Parts also uploaded the ad on its Instagram page. The video got over 53,000 views compared to the 43,600 followers on the account.
  • The campaign has its dedicated hashtag, #DIEHARDISBACK, which has been a hit on Twitter. The video's release on Twitter gained 345,000 views on an account with only 39,500 followers. It also earned 64,600 views on TikTok.
  • A few bloggers have criticized the ad saying that they expected a comeback film and not a comeback ad. Many had assumed that the teaser was for a new movie and felt disappointed when they realized it was for a promotion.


#MakeADogsDay

  • National Make A Dog's Day is an initiative of Subaru, an automobile manufacturing company. The initiative can be described as the company's CSR effort to help shelter pets, especially Underdogs.
  • Make A Dog's Day is celebrated on the 22nd of October every year. This year's celebration marks the second as the initiative began in 2019. In the last five years, the campaign has helped over 230,000 pets in need across the US by providing them with the required care and finding new homes for them.
  • Every October, Subaru partners with rescue groups and over 600 animal shelters to help difficult-to-adopt dogs find new homes. Dog owners are also encouraged to do something special for their dogs on the said date.
  • The campaign featured a series of content posted on Twitter and YouTube to encourage more people to adopt underdogs. As part of the campaign, virtual adoption events were also hosted by 600 Subaru retailers across the US.
  • The event garnered media attention with reports by media houses, including PRNewswire and AdWeek. According to Trends24, #MakeADogsDay was also on the list of Top 10 tweets in the US on the 22nd with over 13,000 tweets.


Research Strategy

The research team had to expand the scope of this project to include other industries outside finance and technology. This is because there have been no noteworthy social media campaigns, events, brand activation, and initiatives from companies in the finance and technology industries based in the US in the past two weeks.


Sources
Sources