Platform Five: This week’s most important social media changes
What’s changed in the last seven days? What does it mean?
The social media changes from the major platforms came in thick and fast this week (although that isn’t anything new).
Google had an especially busy week as did the ever evolving Facebook.
Let’s jump in.
Google has updated its advertising platform to allow brands to further custom-target their audience(s) by using their own data. Previously brands were restricted to a more generalised set of pre-defined audience characteristics by Google, but this update means brands can be much more precise, reaching target audiences with better efficiency.
Until now brands have not be able to include original captions when embedding Instagram photos into their website or blog posts. This update changes things, making it much easier for brands to contextualise their Instagram images, enabling better story-telling.
Facebook is rumoured to be nearing the release of a new app allowing Facebook users to communicate without using their real names. This is an interesting move from Facebook after their recent troubles with their exclusive real name policy.
User experience continues to be a big focus for Google. This latest rumour suggests brands may be rewarded with improved search results for providing users with a better mobile experience.
Snapchat announced this week that they will be introducing ads to the platform in the near future, starting with its Stories feature. Story images sit in the home screen, as opposed to being sent direct to a user, and can be revisited as many times as the user wants within 24 hours. The introduction of ads may encourage more brands to consider the platform, providing it is in line with the rest of their social media channel and content strategy strategy.
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