Markestic Monthly | 2021-11
The article was written by Markestic
2nd November 2021
Facebook had some big news this week, and they also launched and announced a lot of updates for their platforms. Besides that, most of the Internet giants are gearing up for Christmas and Black Friday, trying to help the advertisers and reach many more customers than ever before. Let’s dive deeper into this months’ findings!
Every news starts with a short summary with the key points, however, if you are willing to dive deeper into a certain topic, you can always find an additional link for further reference.
1. PINTEREST’S REDESIGN IS INSPIRED BY TIKTOK
Pinterest is working hard to keep up with the trends and catch the users attention. In a recent update, they introduced a new look, including a vertical video feed, where users can browse or watch Idea Pins – with the interaction buttons on the right side, and swiping up and down available, this looks like a Pinterestified TikTok edition. However, Pinterest users have more possibilities to organize their saved pins. They are also introducing “Takes” – another nod to TikTok and its Duets feature – with it, creators are able to reply to another Idea Pin, and the response is linked back to the original. It can be extremely useful to DIY projects, recipes, costume ideas, etc., where users can show their own results or variation.
2. FACEBOOK INTRODUCES META: A SOCIAL TECHNOLOGY COMPANY
In a recent announcement, Facebook announced Meta, it’s new name for the parent company owning Facebook, Instagram, Messenger and WhatsApp – their goal is to create a metaverse that helps people to connect, find communities and grow businesses – now the Facebook “about us” page is available at meta.com as well. While the company’s mission and financials doesn’t change, with this move, they put a higher focus on social commerce and showcase their development goals in the future.
3. CHANGES TO PRE-CAMPAIGN ESTIMATES ON FACEBOOK
Meta for Business
When setting up a new campaign, so far Facebook has tried to come up with an estimate of the possible audience, taking into account the different targeting settings. In order to emphasize that this number is only an estimate, from now on they will showcase a possible range – e.g. instead of 100,000, it will show 100,000-200,000. This update won’t affect campaign delivery at all.
4. FACEBOOK CHANGES ITS USER COUNTING METHOD
Meta for Business
Previously, if a user had an Instagram and a Facebook account with the same email address, but they weren’t connected within the apps, it was still counted as a single user. From now on, only connected accounts will be counted as one – this may cause a sudden unexpected boost in campaign estimates and reach, not accompanied by a growth in CTR.
5. REELS ARE INTRODUCED ON FACEBOOK
Instagram’s TikTok-like vertical content type, Reels has been launched on the Facebook app in the US as well. Reels are short-formed, entertaining vertical video formats, sometimes consisting of audio background. On Facebook, they can appear in the News Feed and Groups as well. The connection between Instagram Reels and Facebook Reels is currently being tested. Reels also provides a library of audio, video effects and tools to make the video more engaging and entertaining.
6. FACEBOOK GROUP’S UPDATE FOR CREATING STRONGER COMMUNITIES
Search Engine Journal
Facebook has launched some updates to Facebook Groups in order to have a stronger community building function: groups will now feature custom emojis, welcome messages, subgroups, community chats, recurring events and many other things! An update is also in progress, where the group admin’s post will be featured like an official announcement posted by the Group, just like a post on a Facebook Page.
7. INSTAGRAM ADDS COLLABORATION & MUSIC ENGAGEMENT TOOLS
Social Media Today
Instagram has added a collaboration tool for its feed posts and reels – mostly targeting friends, since from now on, these collaborative posts will appear on both users’ feeds, both of them will have the opportunity to look at likes counts, reach, etc. This is most likely an answer to TikTok’s duet feature (IG Reels also has a “Tag a friend” option). In another move to keep up with its biggest competitor, new sound effects have also been introduced on IG Reels.
8. INSTAGRAM ADDS MORE DEMOGRAPHIC INSIGHTS FOR BUSINESSES
Social Media Today
Businesses on Instagram now have more insights about the users that interact with their content – previously demographics was available only about the followers of a page. Now it’s about every account that you reach – hence the new sections called Accounts Reached and Accounts Engaged. The summary includes top cities, top countries, top age ranges and gender – and it shows the followers and non-followers in different colors, making it easier to spot the differences. The Accounts Reached and Accounts Engaged sections feature the same demographic insights.
9. TIKTOK SET TO BECOME THE TOP SOCIAL MEDIA PLATFORM IN 2022
The headline isn’t surprising for anyone who’s been following the news lately: TikTok users spend the most time on the app (compared to other social media platforms), and it was the most downloaded application for months. Though there are still some big giants with more users, TikTok’s steady growth shows that in 2022, it will be the top social media platform.
10. INSTAGRAM TO HOLD LIVE-STREAM SHOPPING SESSIONS FOR THE HOLIDAYS
In the last two months of the year, leading up to the busiest retail season of the year including Black Friday and Christmas, Instagram plans to hold live-streamed shopping events, including many brands and creators – the streams will include product launches and influencer recommendations. On Fridays in November (5th, 12th, 19th), they will host the #BuyBlack events featuring brands from talented black creators , and in December, on the 5-15th, they will host the Holiday Pop-up LIVE series. Instagram also offers holiday discounts for Instagram: 20% off the first shopping and free delivery.
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