Platform 5: This week’s most important social media changes

twitter buying periscope

This week’s most important social media changes including Twitter buying Periscope

Let’s take a look at what’s changed in the last seven days and what it means

This week’s social media changes should act as a reminder of the force of video in the content marketing space, with Twitter buying Periscope (video app), and new app Stre.am predicted to make waves. Facebook launches Topic Data for advertisers, and LinkedIn simplifies subscription plans for premium members.

1.       Facebook launches Topic Data

Facebook have taken a giant step towards helping advertisers understand their audience by launching Topic Data in the US and UK with partners DataShift. “Topic data shows marketers what audiences are saying on Facebook about events, brands, subjects and activities, all in a way that keeps personal information private,” Facebook explains. Although this data is already somewhat available, “the sample size was often too small to be significant and determining demographics was nearly impossible.” It’s believed Topic Data is combined to disguise personal Facebook identities.

Read more about Facebook Topic Data. 

2.       Twitter introduces Partner Audiences

Twitter launched a new ad-targeting feature allowing advertisers using Twitter’s Marketing Platform Partners to target ads “to users who have shown powerful signals of intent off of Twitter,” says Twitter. An automotive brand can connect with audiences that are looking for a new car. Advertisers can choose from 1000 partner audiences in the Twitter Ads UI under a new section of campaigns called ‘behaviours’. Partner audiences can be used in conjunction with look-alike targeting.

Read more about Twitter’s Partner Audiences

3.       Twitter buying Periscope

Twitter purchased live stream video app Periscope, a direct competitor of popular app Meerkat. Periscope has not yet been launched to the public and is in BETA testing stages. The move stronger aligns Twitter to favouring video content.

Read more about Twitter purchasing Periscope.

4.       New app Stre.am challenges video market

New live video streaming app, Stre.am, is expected to intensify the competitiveness of the social video landscape. The app allows users to stream video directly from their iOS or Android device and share in real time across Twitter, Facebook, Google+, as well as email, and text message. This mounts pressure on similar app Meercat (where streams are shared only via Twitter) and Twitter’s newly purchased Periscope. Watch this space.

Read more about Stre.am.

5.       LinkedIn simplifies premium products, and tweaks features

Linkedin have made small feature changes to the platform, as well as simplifying premium subscription plans from over 12 options to 4. Premium subscription products are now aligned with a single economic outcome, ranging in value from $30-$60 monthly for job seekers and professionals, to $120 monthly for recruiters. Feature changes include being able to choose where you would like media to appear, a Keep in Touch box, and a direct SlideShare link from a users’ profile.

Read more about LinkedIn’s premium product changes and feature changes.

Check back next week for an update on the key changes in the social media space. Head on over to the Thinking Section for past posts.


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