Social Platform Update September 24, 2020

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Social Platform Update September 24, 2020, Part 1

An audit was conducted on Facebook, Instagram, Twitter, and Snapchat, and the slides have been populated with the results. Facebook, Instagram, and Twitter all had new changes effected in the last two weeks, while Snapchat made no changes to its social media platform in the past two weeks. The required information can also be found in the attached slide presentation.

Summary of Findings

  • Facebook will no longer restrict ad images that include more than 20% text. Previously, the app had a text overlay tool to detect images that contained 20% text as they have found that images with lesser text content have more impact. Facebook will be reaching out to advertisers directly to inform them of the update.
  • Instagram has launched a new update to Reels. Reels previously had a maximum time limit of 15 seconds. However, Instagram has raised this limit to 30 seconds. Users can now extend the timer by 10 seconds while recording clips. Instagram made these changes based on user feedback and will continue to update its editing and deletion options.
  • Automated captions have now been made available for IGTV uploads. When users upload IGTV videos, they can choose to use Auto-Generated Captions by enabling it in the caption settings. The caption will be generated from the content of the video, therefore, the accuracy of the caption will be dependent on the "clarity of the audio."
  • Twitter is testing audio messaging with users in Brazil. Users who currently have access to this feature can record and send audio clips (similar to Whatsapp's Voice Notes) of not more than 140 seconds using direct message. Audio messaging can be enabled using the record button next to the message composer. There are indications that Twitter may launch the feature for all users soon.
  • Earlier this week, Twitter launched a new push to encourage users to vote in the upcoming US Presidential election. Users in the US will see a prominent timeline prompt when they use the app. This will serve as a reminder of the coming election. The app also features new tools and resources to assist the public with voter registration.
  • After reviewing Snapchat's official website and other industry reports, including Social Media Today, The Verge, TechRadar, Forbes, and TechCrunch, we found that Snapchat has made no new changes to its app in the last two weeks.
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Part
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Social Platform Update September 24, 2020, Part 2

An audit was conducted on Tiktok, YouTube, LinkedIn, Spotify, and Reddit, and the slides have been populated with the results. All five social platforms had at least one change or new development each in the last two weeks. The required information can also be found in the attached slide presentation.

Summary of Findings

  • YouTube has launched a new product, Shorts, in India. This new feature, similar to TikTok, will allow users to create 15-second video clips and share them. With Shorts, users can also discover and watch videos from other users. Some of its features are multi-segment recording options, variable speed controls, and hands-free recording. YouTube has also revealed that it plans to improve Shorts' features and make it available in more countries.
  • LinkedIn has launched a new look and will be making LinkedIn stories available to all users. LinkedIn stories, which has been in testing in Brazil, the Netherlands, Australia, UAE, and France over the last five months, will now be available globally. The app's new look also appears brighter, with less of the color blue.
  • LinkedIn's new update comes with new features that blend with the total outlook of the app. One of these new features is video chat, users can now communicate using video chat on LinkedIn. It will also integrate other apps such as Zoom, BlueJeans, and Microsoft Teams.
  • Spotify has added a new feature, Polls, to make podcasts interactive. This tool, which will be in beta testing with only a few podcasts, will allow listeners to engage with them and answer questions asked by the host while the podcast is ongoing. When listeners participate in Polls, they can see answers provided by other listeners anonymously. This new tool will also provide the host with new information on their audience and what they want.
  • Reddit has launched three new ad tiers, which are expanded, standard, and limited inventory. These inventory types were launched because the app recognizes that "no two advertisers are the same," and therefore wants to provide more options to meet their individual needs. Advertisers will also be able to choose where their Reddit ads appear.
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Social Platform Update September 10, 2020, Part 3

Sony's announcement of PS5's release date and price and Kraft's #PumpkinSpiceKMC are some of the most recent social media efforts that have received high engagement in the US in the past two weeks. The release date of PS5 has been a trending topic on social media, with millions participating in the discussion.

Sony PS5


Kraft #PumpkinSpiceKMC

  • Kraft recently launched a new product, Kraft Macaroni and Cheese (KMC). To promote its new release, Kraft is encouraging fans in the US to participate in its challenge to receive free boxes of KMC.
  • KMC is a limited edition product and is exclusive to fans who participate in the challenge on Twitter. 1000 people who tweet the topic, tag @kraftmacncheese, and use the hashtags #PumpkinSpiceKMC and #Sweepstakes will receive a free box each.
  • The campaign hashtag, which launched on the 24th of September, was tweeted almost 3,000 times the same day it launched. The brand's official announcement on Twitter has garnered over 2,000 comments in less than two days, with over 16,000 people participating in the accompanying poll.
  • Kraft's #PumpkinSpiceKMC campaign, which first began in Canada, was a success as over 30,000 Canadians signed up to try the product within the first two days.
  • Kraft believes that the new product will help maintain its relevance in the market while communicating with its fans through the right channels.


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
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