Social Platform Update September 10, 2020

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Social Platform Update September 10, 2020, Part 1

Details about the changes that have been made to Facebook, Instagram, Twitter, and Snapchat between August 22, 2020–September 10, 2020 have been provided in slide 2-9 of the attached slide presentation.

Summary of Findings

  • Facebook has made six changes, while Instagram, Twitter, and Snapchat have made three, four, and one, respectively.
  • Some changes made by Facebook include the launch of its shop tab, custom backgrounds for Messenger Rooms, additional ways to export photos and videos, the viewing of Instagram stories on the platform, personalization tools for Facebook Watch, and the launch of Facebook Campus.
  • On the other hand, Instagram launched a dedicated tab for Reels, an Instagram version of the TikTok-like functionality, for India. Additionally, the platform added a "suggested Reels" section of the functionality, a monthly Reels trend insights feature, and location variation tests for its new Reels and shop tab features.
  • Twitter added search prompt features for the US voting and the world suicide prevention information guides, officially launched its quote tweet count feature, and added a tweet example feature to selected trends on the platform.
  • Snapchat has only made one change on its platform during the review period, reported by Tubefilter Inc, which includes the expansion of a series of features, previously reserved for verified users, to all its users, including personalized public profiles, except the gold star. An exhaustive search through the company's press releases and various online publishers, including Social Media Today, TechCrunch, and The Verge yielded no results. We, therefore, concluded that there were no new features, content, or design / functionality updates launched by the company during the review period.
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Part
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Social Platform Update September 10, 2020, Part 2

Details about the changes that have been made to TikTok, YouTube, LinkedIn, Spotify, and Reddit between August 22, 2020–September 10, 2020 have been provided in slide 10-14 of the attached slide presentation.

Summary of Findings

  • TikTok and Spotify have made two changes while YouTube, LinkedIn, and Reddit have each made one change on their platforms during the review period.
  • TikTok's changes include a new integration feature with Teespring and a new feature called Stitch, while Spotify's changes include a virtual event feature test and an exclusive League of the Legends esport podcast.
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Social Platform Update September 10, 2020, Part 3

Two examples of noteworthy social media efforts of companies or brands between August 22, 2020 – September 10, 2020, are 'One Story Away' by Netflix and Northwestern Mutual's client stories. The details of these campaigns are provided below.

Netflix "One Story Away"

  • "One story away", created by AKQA, is a Netflix campaign that is aimed to run in 27 markets and celebrates "the power of storytelling." The campaign features the company's series and films and highlights how these evoke different emotions and perspectives, as well as how they bring people together. The campaign is now running across different channels: TV, radio, print, social media, and out-of-home.
  • According to Netflix's VP of Brand Eric Pallotta, the words 'one story away' "perfectly encapsulate the passion for storytelling that lies at the heart of what Netflix — and the creators we work with all over the world — are trying to bring to our members."
  • The campaign was launched globally, including the US, on September 10, 2020. Even though it is too soon for the company to provide early results of the campaign, this global effort has been covered by several news outlets, including Campaign US, Deadline, Adweek, Ads of the World, and SmartBrief, among others, which is why it has been considered 'noteworthy.'
  • A red 'progress bar' is used in a YouTube spot as a visual link "between series like When They See Us and The Crown and films like Marriage Story and Roma." The selection of titles is the result of nearly a year of work on the campaign.
  • The Facebook ad in the US has had over 7 thousand likes and over 2 thousand comments in only one day, since its launch on September 10.

Northwestern Mutual "Client Stories"

  • On September 8, 2020, Northwestern Mutual launched its new campaign which features ads "featuring poignant and powerful stories of real client experiences during the COVID-19 pandemic." The campaign launched across different channels, including TV, digital, and social media.
  • According to Lee Hurley, the chief marketing officer of Northwestern Mutual, the campaign "showcases inspirational stories of resilience — told through the voice of our clients who are overcoming challenges brought on by the pandemic."
  • The campaign was developed by Mrs. and Mr. and includes the stories of Ryan Jordan, Melvin Gonzalez, and Dr. Dawne Collier. These stories help to demonstrate "how partnering with an advisor and having a financial plan can make a meaningful difference."
  • Since its launch, the campaign has received over 24 thousand, over 5 thousand, and over 3 thousand views in each of the three stories posted on YouTube.
  • Melvin Gonzalez's story on Facebook has had over 100 reactions, and on Instagram, it has had over one thousand reproductions.

Research Strategy

We were only able to provide one social media effort done by a company in the finance industry. For the other example, we had to expand the scope to include other industries outside finance and technology as we concluded that between August 22, 2020, and September 10, 2020, there have been no noteworthy social media campaigns, events, brand activation, and initiatives from companies in both industries based in the US.

Sources
Sources