Pinterest Announces New Advertising Tools At Its Global Summit

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This week in social media news, Pinterest announces new tools for marketers, WhatsApp launches voice and video calling support for desktop, Google won’t replace third-party cookies with alternate identifiers, the TikTok app is coming to Samsung TVs in the US, Twitter says it’s testing new commerce features, Tiktok convenes a European safety advisory council and more.

Pinterest Announces New Advertising Features

During its first global ‘Pinterest Presents’ summit for marketers, Pinterest announced a few new tools, including a new video ad option and updates to its interactive trends tool.

Why it matters: The enhanced ad options come as the platform now sees nearly a billion video views everyday, and has 459 million monthly active users. Globally, both its men and Gen Z groups grew 40 percent year over year in 2020. In addition, Pinterest users say they’re 2.6 times more likely to buy something after viewing a brand’s video content on the platform.

The details: First, Pinterest’s ’Pinterest Premiere’ will enable marketers to align video ad targeting with either a specific demographic or a specific category.

Next, Pinterest updated its interactive trends tool with better insights into engagement behaviors. To improve the shopping experience, it’s working to create better catalog management tools, as well as better automated bidding and budgeting solutions. 

Lastly, Pinterest is expanding and reformatting its ‘Conversion Insights’ to allow managed advertisers to dig deeper into downstream conversions and better analyze Pinterest’s cross-channel impact. 

WhatsApp Rolls Out Voice And Video Calling Support For Desktop App

According to TechCrunch, WhatsApp has added support for one-on-one voice and video calling to its desktop app, and will expand the feature to include group voice and video calls “in the future.” 

Why it matters: As per TechCrunch, WhatsApp said it processed more than 1.4 billion calls on New Year’s Eve.

The details: WhatsApp notes that video calls work “seamlessly” for the portrait and landscape orientation, and that the desktop client is “set to be always on top so you never lose your video chats in a browser tab or stack of open windows,” according to TechCrunch. 

The update follows a number of new features WhatsApp launched recently, including opt-in biometric fingerprint, face or iris verification, ephemeral messages, videos, photos, as well as a new payment service in its largest market, India.

Google Won’t Replace Third-Party Cookies With Alternate Identifiers

Google announced that it will not replace third-party cookies with an equivalent level of tracking as the personalization they have provided for marketers has “led to an erosion of trust.” 

Why it matters: As per Google, 72 percent of people feel that almost all of what they do online is being tracked by advertisers, technology firms or other companies, and 81 percent say that the potential risks they face because of data collection exceed the benefits, according to a Pew Research Center study.

The details: Google explicitly notes that once it phases out third-party cookies for good, it won’t “build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products.”

Instead, its web products will be fueled by privacy-preserving APIs that block individual tracking while still providing results for advertisers and publishers.

Google’s latest tests on Federated Learning of Cohorts (FLoC) found a way to remove third-party cookies from the advertising equation and instead conceal users within large crowds of consumers with similar interests.

With its next release this month, Chrome plans to make FLoC-based cohorts available for public testing through origin trials and expects to start testing FLoC-based cohorts with marketers in Google Ads in Q2. In April, Chrome will offer the first iteration of new user controls and will expand on those controls in future releases.

TikTok To Release App For Samsung 2021 Smart TVs In US

Samsung has partnered with TikTok to bring the short-form video app to Samsung’s 2021 smart TVs in the US later this year.

Why it matters: The move may open up opportunities for in-app advertisers to reach a new cohort of consumers, particularly those who are more inclined to use TikTok on their TVs than on their mobile devices, with digital targeting capabilities.

It’s possible to view TikTok videos in other ways, for instance by using Apple Airplay, but the dedicated app will omit an extra step for users.

The details: Most Samsung smart TVs in the US will come equipped with a TikTok app in 2021. The Samsung-TikTok partnership was inked last year when the app launched on Samsung’s UK smart TVs. Two of Samsung’s models—the Sero and The Frame— can take full advantage of the social network app’s vertical layout. Both are designed to rotate out of the traditional horizontal orientation and into “portrait mode.” 

Twitter In Early Stages Of Developing New Commerce Features

According to Social Media Today, Twitter during its Analyst Day presentation said it’s in the early stages of testing new commerce options, including a Twitter card type that adds a ‘Shop’ call-to-action button and links to a transaction page.

Why it matters: With new features come new opportunities for Twitter to tap into the rising popularity of online shopping. These functions will help users discover and seamlessly buy products from brands they follow and engage with, and give brands another way to connect with Twitter users.

The details: Because the social platform is in the early stages of development, it’s uncertain what the final feature will look like or include. As per Social Media Today, the new tools will likely feature a Shop button on tweets and on-platform stores, among others. 

The rollout of said features has been delayed given Twitter’s focus on rebuilding its Mobile Application Promotion (MAP) system, which had significant issues identified in 2019.

TikTok Forms A European Safety Advisory Council 

TikTok convened a Safety Advisory Council in Europe with academics and civic leaders who will advise on the social platform’s content moderation policies and practices.

Why it matters: Having come under fire previously for data privacy concerns, TikTok is taking user safety seriously in key markets as it continues to grow in popularity. 

The details: Among the nine inaugural members of TikTok’s new safety council for Europe are: Alex Holmes, deputy chief executive of nonprofit the Diana Award and founder of peer-to-peer support program Anti-Bullying Ambassadors; Ethel Quayle, professor of forensic clinical psychology at the University of Edinburgh and director of COPINE; Ian Power, CEO of the Irish not-for-profit Community Creations; and Justine Atlan, lawyer and CEO of e-Enfance, the French NGO for young people’s safety online.

Disney Introduces Video Header Bidding Solution And First-Party Data Library

Disney has introduced an in-house video header bidding solution called Disney Real-Time Ad Exchange, or DRAX, that aims to give marketers increased control of and scale their campaigns. In addition, it has created a first-party data library called Disney Select to help advertisers improve customer segmentation.

Why it matters: Disney Advertising Sales anticipates a surge of over 80 percent in automated revenue, and expects programmatic sales to represent up to 50 percent of the company’s addressable and linear revenue by 2024. 

The details: DRAX will allow biddable deals to compete next to direct-sold and programmatic-guaranteed sales, provide always-on inventory access and give marketers more time to surface bids and respond accordingly.

With Disney Select, marketers can target audiences from Disney’s robust library of first-party data based on buyer behavior, household characteristics and psychographics.

Instagram Rolls Out New ‘Live Rooms’ Feature

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This week in social media news, Instagram debuts a new ‘Live Rooms’ feature and Pinterest rolls out a new ‘Pinterest Shop’ collection and fund to support small, female-owned businesses for International Women’s Day.

Instagram Rolls Out Live Rooms Feature For Live

Instagram has launched a new Live feature called Live Rooms, giving users the ability to go live on the platform with up to three people at a time.

Why it matters: The pandemic led to a surge in Instagram Live usage as an alternative to FaceTime. This new feature will allow creators to explore more creative avenues, such as hosting talk shows, jam sessions and tutorials. It will also give business-savvy users the ability to increase reach, grow ventures and earn more money when followers purchase badges, shop items or donate to fundraisers.

The details: To start a Live Room, users can add a title then tap the Rooms icon to add guests—either from a list of people requesting to be added or by searching for them. To prevent intruders, Instagram has made it so that users with revoked access or those that have been blocked by any of the active participants in the Live Room can’t join the session.

Pinterest Empowers Women Through New Pinterest Shop Collection, Fund

Pinterest is celebrating International Women’s Day on March 8 with a new Pinterest Shop collection comprising over 25 female-founded small businesses and products made by women. It also launched a fund to help female business owners succeed.

Why it matters: Research shows that women have been disproportionately impacted by the economic fallout from COVID. In December 2020, they accounted for 100 percent of US jobs lost.

The details: With women turning to Pinterest to navigate recent changes, search trends point to the need for support now more than ever. Pinterest says that searches for “support small business” increased 4.5 times, AND searches for “women supporting women” increased by twofold. 

In addition, Pinterest has committed to matching donations from employees to nonprofits empowering women, like the National Domestic Workers Alliance and the Global Fund for Women.

Snapchat Says It Now Reaches 70 Percent Of 13 To 24-Year-Olds

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This week in social media news, Snapchat now reaches 70 percent of 13 to 24-year-olds, Twitter aims to double its total revenue by 2023, Pinterest gives users access to virtual fashion week content, a new Facebook study shows the growing importance of online groups, Twitter’s latest research shows the top trends driving conversations on the platform and more.

Snapchat Now Reaches 70 Percent Of 13-24 Year Olds

On its first investor day, Snapchat revealed to shareholders that 70 percent of its reach is 13-24 years old and 80 percent is above 18 years old.

Why it matters: New forthcoming ad offerings in high traffic areas like Snapchat’s Snap Map and Spotlight video platform will give brands a lucrative opportunity to reach the highly engaged ‘Snapchat Generation,’ which opens the app an average of 30 times a day.

The details: Snapchat’s chief business officer, Jeremi Gorman, told investors that Snap Map, its opt-in function that lets users share their location with friends on a map, currently has over 35 million businesses.

The company expects new ad products to contribute to a 50 percent increase in revenue year-over-year for the next few years.

Marketers should take advantage of the platform’s augmented reality lenses, as users said they’re 2.4 times more likely to convert when they use AR filters to try on products.

Twitter Aims To Double Total Revenue By 2023

Twitter plans to double its total annual revenue from $3.7 billion this year to $7.5 billion in 2023, the company announced on its Twitter Investor Relations account.

Why it matters: In Q4, Twitter reported reaching 192 million monetizable daily active (mDAUs) users–a bit shy of the 193.5 million it projected. It’s continuously adding new features including stories-like Fleets last year, and exploring new ones such as a subscription plan.

The details: Twitter anticipates reaching a minimum of 315 million mDAUs by Q4 2023, which would equate to a 20 percent increase from its 152 million mDAUs in Q4 2019.

Pinterest, Launchmetrics Debut Shoppable Fashion Week Initiatives

Pinterest has partnered with Launchmetrics to give Pinners exclusive access to images and videos from fall/winter 2021 virtual fashion shows and presenting designers.

Why it matters: Pinterest’s ‘Pinterest Predicts’ report found that searches for fashion-related terms like reworked clothes, soft outfits, cotton jumpsuits for women and custom hoodies surged in 2020.

The details: Starting February 14, Pinners can check the ‘Today Tab’ to discover New York Fashion Week content, including behind-the-scenes images from designers like Anna Sui and Alice+Olivia, as well as collection reviews and street style ideas. They can shop the looks directly from pins when clicking “shop similar.”

Snapchat Study Finds Increased Video Consumption Is Here To Stay

Snapchat and Omnicom Media Group conducted a two-part research study between July and October 2020 among 1,000 Gen Z and Millennials, which found that Snapchat videos drive longer and more frequent instances of higher immersion and that increased video consumption is here to stay.

Why it matters: The findings revealed that Snapchat video ads were eight percent more immersive than ads on other apps tested, and 36 percent more immersive than the overall ad industry benchmark. Respondents indicated a strong preference for watching videos on mobile that are five minutes or less.

The details: In part one of the study, 61 percent of respondents said they’re watching more videos on social media apps, 56 percent are watching more videos on streaming apps on a television and 52 percent are watching more videos on streaming apps on their phone. Over half say this increased viewing behavior will continue.

Part two of the study, which leveraged neuroscience measures to understand the emotional response to viewing social media videos, found that Snapchat videos were less likely to cause stress for younger generations than those on other social media platforms.

Videos on all three platforms tested drive attention and emotional response, but Snapchat Friend Stories had the strongest immersive index, perhaps due to the greater likelihood that stories there are viewed by real and close friends.

Facebook Study Highlights The Growing Impact Of Virtual Communities

The most important group that people worldwide belong to is a primarily online one, according to a new study conducted by Facebook and the Governance Lab. The companies interviewed leaders of 50 Facebook groups and 26 global academic and industry experts, and worked with YouGov to survey 15,000 internet users in 15 countries.

Why it matters: Despite the lack of physical proximity, online groups give their members a strong sense of community, and empower marginalized groups by cutting across traditional boundaries of race, class and other divisions.

The details: Every month, Facebook Groups are used by 1.8 billion people, more than half of which are members of five or more active groups. In the past month, there were 70 million people acting as admins and moderators of these groups.

According to the YouGov study, in 11 out of 15 countries studied, the largest proportion of respondents said that the most important group to which they belong to is virtual.

From the 50 interviews, Facebook and Governance Lab found that the flexibility and unmodified operations of online groups have created a new class of leaders. Additionally, the most successful Facebook Groups host deliberative and often contentious conversations about topics their members value, and therefore demand strong moderation.

Twitter Releases Report On Top Trends Shaping The Platform

Twitter’s latest report, ‘The Conversation: Twitter Trends’ gives brands a glimpse into the biggest trends driving conversations on the platform based on an analysis of billions of tweets from the last two years.

Why it matters: Twitter closed out 2020 with 192 million monetizable daily active users worldwide, up from 187 million in Q3.

The details: The trends driving Twitter conversations are personal and mental wellbeing, creator culture, spirituality and escapism, sustainability, technology and self-expression.

The pandemic inspired honest conversations about mental health and self-care, with mentions of mental health increasing by 74 percent and conversations around sleep as a form of self care growing by 43 percent.

Pandemic-induced unemployment coupled with the rise of the gig economy led to a 32 percent increase in conversation around entrepreneurialism and a 121 percent surge in mentions of “side hustle.”

In their search for meaning and comfort, users explored topics like astrology, embracing solitude, healing and paying it forward, leading to a 48 percent rise in conversation around spiritual energy and a 109 percent rise in conversations about tarot and psychics.

Users also considered their consumption habits, leading to a 53 percent increase in conversations around clean corporations and 29 percent increase in conversations around irresponsible packaging.

A demand for ease increased conversation around online shopping by 173 percent, and conversation around social/emotional dependence on tech by 96 percent.

A growing sense of awareness around social activism inspired a 33 percent rise in conversation about ethics and morals.

TikTok Introduces First Group Of Black Creators For New Incubator Program

After first announcing its three-month Black Creatives incubator program in January, TikTok has introduced the first 100 creators and emerging music artists selected for the initiative, which aims to nurture black creators on the platform via motivational town halls, community-building forums and educational events.

Why it matters: TikTok says it received more than 5,000 video applications in less than 24 hours after announcing the program, which it’s conducting in partnership with MACRO, a media company that represents voices of people of color.

The details: The program kicks off today with “a full day of educational programming” where the inaugural class will hear from Gabrielle Union on the importance of setting their goals and knowing their worth. Over the next three months, the creators will join the TikTok team at virtual events led by successful black business leaders, entrepreneurs and celebrities.

LinkedIn Debuts New Tools For Company Pages

LinkedIn has rolled out new tools to help companies strengthen the connection between their employees, customers, partners and brand supporters, including updates to the “My Company” tab, an analytics feature to measure the impact of employee advocacy programs, free Lead Gens for product pages and more.

Why it matters: The new community-building features are in response to user feedback regarding how difficult it has been to stay connected with colleagues and customers in this new virtual environment. LinkedIn also cites research from a Glint Employee report, which found that feeling disconnected was the highest risk factor to burnout for 41 percent of employees.

The details: First up, LinkedIn’s updates to the “My Company Tab” will enable page admins to curate organic content through a new “Recommend” tool and suggest trending articles for employees to reshare via a new “Content Suggestions” tool. Plus, a new analytics feature will help companies measure the reach of their employee advocacy program.

LinkedIn has also added Lead Gen Forms—which help companies boost high-quality leads through pre-filled forms populated with a LinkedIn member’s profile data—to product pages, for free.

Additionally, a new feature for LinkedIn Stories will give pages and page admins a way to add a destination URL to their Story right from the Story frame to maximize engagement and conversion.

In the coming months, LinkedIn Elevate customers will gain access to employee verification for free on all pages with more than 10 employees.

YouTube Adds New 24 Hour Comparison Tool In Analytics

YouTube has added a new feature to creators’ channel analytics that reveals how their video performed in the first 24 hours after publishing.

Why it matters: Though a video’s performance in the first 24 hours isn’t indicative of its future performance, YouTube says it added the feature because the first 24 hours is typically when creators want to compare their video performance.  

The details: Creators can find the new feature under channel analytics in advanced mode, then click “compare to” to see the “first 24 hours video performance.” There, a scatter plot compares several videos across the same time period, and lets you choose what metrics to compare against.

Snapchat Research Shows Length Isn’t A Predictor Of Ad Efficiency

According to the findings of a joint study by Snapchat, Magna and the IPG Media Lab, six-second Snapchat ads convinced more consumers to consider buying the products featured in commercials compared to 15-second ads.

Why it matters: Snapchat notes that 15-second ads are valuable for increasing awareness, but specifically for ads that market new products. Overall, Snapchat was shown to be more effective at improving awareness and purchase intent than the online video platforms tested.

The details: Leveraging a digital lab-based experimental design, Magna surveyed over 7,700 participants from a panel representative on both PC and mobile devices, with their media habits assigned to either Snapchat, a video aggregator or a full-episode player.

Magna controlled the ads served to participants, who were asked to complete an online survey measuring awareness, brand perception and purchase intent.

They found that regardless of length, full-screen vertical ads on Snapchat drove more than twice the lift in awareness than other platforms tested.

Six-second ads on the platform were also more persuasive than 15-second ads for both younger and older generations, with participants considering the shorter ads “immersive and innovative.” Younger participants were less likely to feel that 15-second ads were “innovative” or “offer new info.”

Snapchat gauged the incrementality it could offer by developing creative custom for the platform rather than cutting down from longer-length assets. It found that cut-downs and customized creative performed similarly, and upon reviewing persuasion across all ads tested, the delta was consistent for the two separate creative executions.

Snapchat’s Generation Global Report Reveals Users’ $4.4 Trillion Spending Power

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This week in social media news, Snapchat publishes new research on its users’ spending power, TikTok and UFC strike a multi-year partnership, LinkedIn offers free job posts and ads to speed up the vaccine roll-out, Twitter launches a full live test of its audio DM feature, Facebook launches a new site dedicated to helping app marketers respond to Apple’s new IDFA changes and more.

Snapchat’s Generation Global Report Highlight Gen Z’s $4.4 Trillion Spending Power

Snapchat’s latest research reveals global insights on its user demographics, values, spending habits, usage of augmented reality and views on brands, highlighting the ways marketers can engage the Gen Z audience, which Snap says holds $4.4 trillion in global spending power.

Why it matters: The top reason Snapchatters say they use the platform is to connect with friends and family, with 70 percent reporting that they’re spending more time with their families due to the pandemic.

The details: According to Snap’s findings, its users are willing to outspend non-Snapchatters on common purchases across every retail and service category—52 percent more on a new cell phone, 50 percent more on a specialty drink, 50 percent more on shampoo and 25 percent more on a music service.

Brands that create compelling narratives and interactive experiences can build strong connections with the cohort, as half of them enjoy learning the backstory of products they buy. Additionally, Snap users are three times more likely than non-Snapchatters to say they’re using augmented reality (AR) to try on products more than they did one year ago.

Fifty-three percent of users believe they have the power to make social changes and contribute to activist movements using social platforms, and half say they’re less likely to buy from a brand that chooses to promote the opposite side of social issues that matter to them.

Three out of four view themselves as inclusive—in the US alone, Snap users are over twice as likely to be black, and almost three times more likely to be Hispanic or Latinx than older generations.

Snapchatters are authentic and value the ability to form their own opinions, with 70 percent of Snap users saying they want their online image to represent the “real me.”

TikTok And UFC Strike Multi-Year Partnership

TikTok and UFC announced a multi-year partnership to deliver exclusive weekly livestreams featuring pre-and post-fight access, behind-the-scenes footage and engagement with UFC athletes.

Why it matters: UFC has 6.3 million TikTok followers, making it the third most-followed sports league since joining the platform in October 2019.

The details: The partnership will kick off on February 20 with a livestream from Blaydes vs. Lewis at UFC Apex in Las Vegas. Throughout the year, users will have access to hundreds of pieces of content via UFC’s TikTok channels, including UFC, UFC Russia, UFC Brasil and UFC Europe.

LinkedIn Offers Healthcare Companies And Nonprofits Free Job Listings, Ads

In an ongoing effort to accelerate vaccine distribution, LinkedIn said it will let healthcare companies post jobs for free, and offer free ads to select nonprofits that are recruiting volunteers to distribute the vaccine.

Why it matters: LinkedIn first announced its support to help full critical healthcare roles get in April when it enabled sectors such as hospitals and nonprofits to post new critical jobs for free for three months. In addition, it pledged to bring similar healthcare roles front and center on the LinkedIn homepage and jobs homepage.

The details: Now through May 15, healthcare organizations, pharmacies and governments with hiring needs in direct support of the vaccine can post jobs for free on LinkedIn. Members will be notified of these jobs through push notifications, real-time alerts, in the LinkedIn feed and in job search.

Additionally, LinkedIn is offering free ads to select nonprofits and disaster response organizations that are recruiting at least one thousand volunteers to help distribute vaccines through June 30. Organizations that distribute critical information about the vaccine, such as the UN Verified Initiative, World Health Organization and The Ad Council, will also have access to free ads.

Twitter Debuts Test Of Voice Message Direct Message Feature

Twitter is rolling out a test of its voice clips within direct messages to users in Japan, India and Brazil, reports Social Media Today.

Why it matters: The latest experiment is an extension of a feature that enables iOS users to record and tweet with audio, which Twitter rolled out last June. Enabling audio within DMs could work to enhance the experience for vision-impaired users, or simply mimic a voice-enabled texting experience to encourage users to spend more time on the app.

The details: As per Social Media Today, voice recordings in DMs are currently only available on iOS, and must be capped at 140 seconds long.

Facebook Launches New Site To Help App Advertisers Navigate IDFA Changes

Facebook has rolled out a new site where app marketers can access resources and information to help them monetize their app and respond to changes to Apple’s Identifier For Advertisers (IDFA), which are anticipated to arrive in early spring.

Why it matters: Apple’s IDFA updates will enable users to withhold their IDFA data, which will significantly hinder the way game and app companies target audiences. Apple will enforce the change for all third-party data sources and data-sharing agreements. However, Apple can still use data per their terms of service.

The details: Facebook’s new site includes gaming app monetization guides that will be updated frequently, a Blueprint Course on monetizing with Audience Network, case studies on how other app developers grew their app and tips on integrating bidding in your app business.

TikTok Kicks Off Its Second Virtual ‘Fashion Month’ 

After giving TikTok users access to runway shows and luxury fashion in September of last year, the platform is kicking off its second Fashion Month, which aims to celebrate inclusivity and diversity in fashion. Together with IMG, TikTok’s official editorial partner, TikTok will host a series of live streams featuring shows and moments with popular fashion creators.

Why it matters: With in-person fashion shows canceled due to the pandemic, designers and brands have a major opportunity to promote their collections through TikTok’s live streams and hashtags during fashion month, including #TikTokFashionMonth, #Upcycling, #OnTheRunway and #StyleHacks.

The details: TikTok has seven live streams slated for February and March, including a ‘Get Ready with Me’ makeover session with Tan France, a Balmain runway show and a finale party during which users can shop looks modeled by creators and athletes.

TikTok will feature premium editorial content across the IMG network throughout global fashion weeks from New York to London and Milan to Paris.

It has partnered with the coordinator of Paris Fashion Week, La Fédération de la Haute Couture et de la Mode (FHCM), to spotlight emerging designers and brands.

Additionally, Tiktok is working with the British Fashion Council to help support emerging designers via mentoring and masterclasses as part of their NEWGEN program.

Twitch Sees Over 2 Billion Hours Watched In January

In January, Twitch surpassed the 2 billion hours watched threshold, and Facebook Gaming exceeded 439 million hours watched, according to StreamElements and Rainmaker.gg’s ‘State of the Stream’ January 2021 report.

Why it matters: The huge boost means that Twitch and Facebook each increased over 117 percent in hours watched year-over-year.  

The details: StreamElements notes that for the first time in a long time, all of Twitch’s top 10 games experienced significant growth, particularly Rust—which saw a 1,226 percent boost in month-over-month hours watched. Still in first place for hours watched is Twitch’s ‘Just Chatting.’ Twitch’s Music category entered the top 20 with more than 24 million hours watched in January, compared to 4.6 million last year—a 428 percent YoY growth.  

TikTok Shares Insight On Top 2020 Categories In ‘What’s Next’ Report

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This week in social media news, TikTok publishes its What’s Next 2020 trends report for 19 global markets, Pinterest announces its first marketing summit, Instagram says it won’t promote reposted TikToks, Pinterest reaches 459 million monthly actives, Instagram debuts a ‘Recently Deleted’ feature and more.

TikTok Publishes Its 2020 Trend Report For 19 Markets 

TikTok published its ‘What’s Next’ trend report for 19 global markets, including the US, UK, Korea, France and more. The reports are based on TikTok’s performance from January to November, and highlight the content categories that grew the most in 2020.

Why it matters: TikTok’s trends recap is part of the app’s larger effort to help brands reach its 1 billion user base and get the most return on their ad investments. It recently announced three forthcoming ecommerce integrations, including affiliate links for creators, the ability for brands to showcase product catalogs and live-streamed shopping within the app.

The details: The findings of the report are based on nearly a year’s worth of performance, as well as the biggest hashtags related to the top categories on the platform.

Among the most popular content categories on TikTok in 2020 globally were: diary/vlog, comedy, video games, movie and TV, pets, romance, cartoon and animation, cooking, sports and outfit.

The content categories that saw the highest growth last year were: news and events, music, photography, sports news, environment protection, livestock and poultry, education, interview and experiment, home and garden, and camping.

In the US, the home and garden topic grew 156 percent, camping increased 113 percent, video gaming grew 104 percent and cooking grew by 57 percent.

Pinterest Announces ‘Pinterest Presents’ Advertising Summit

Pinterest is set to host its first-ever summit for marketers, ‘Pinterest Presents,’ on March 3. Marketers from the US, the UK, Germany, France, Canada and Australia can tune in on March 3 to hear from local speakers from their respective regions.

Why it matters: The pandemic accelerated Pinterest’s growth, as evidenced by its Q4 update which shows it added 17 million additional monthly actives and grew its revenue by 76 percent year-over-year.

The details: As per Pinterest: “Pinterest is going to share your audience’s plan for 2021. Make sure you’re part of them. We’ll share Pinterest’s plans, too, like a different vision for the future of the internet and online advertising from our co-founder & CEO Ben Silbermann . . .”

Speakers for Pinterest’s US summit will include five members from the platform’s leadership team, as well as Tilting the Lens founder and CEO Sinéad Burke and vice president, global brand engagement and design, American Express, Walter Frye.

Instagram Says It Won’t Promote Repurposed TikTok Videos

Many users have been reposting their TikTok on Instagram’s TikTok clone, Reels. In a new post featuring Reels best practices, Instagram is discouraging that behavior, noting that “these types of reels won’t be recommended as often to people who don’t yet follow you.”

Why it matters: Instagram confirmed to The Verge that it has updated its algorithm to downrank posts such as reposted TikTok videos, saying:

“We’re building on what we’ve learned from Explore to recommend fun and entertaining videos in places like the Reels tab, and personalize the experience. We are getting better at using ranking signals that help us predict whether people will find a reel entertaining and whether we should recommend it.”

The details: In its new list of Reels do’s and don’ts, Instagram suggests not posting a Reel that: is blurry due to low-resolution, is visibly recycled from other apps (i.e. contains logos or watermarks), is uploaded with a border around it, or has the majority of the image covered by text.

It says that these kinds of Reels will be shown the way they always have been to their followers, such as on their profile or in feed, but that they won’t be recommended as often to new followers.

Pinterest Debuts New iOS Widget, ‘Interests’

After a strong Q4, Pinterest has launched a new widget option for iOS called “Interests,” which enables users to receive their favorite Pinterest content daily based on their preferred cadence.

Why it matters: According to Pinterest, since launching the iOS widget in October, more than 2 million users worldwide have added the widget to their home screen.  

The details: The widget aims to make it easier for Pinners to regularly access the content they love most.

Pinterest Adds 17 More Million Users In Q4, Reaching 459 Million Actives

According to its latest performance report, Pinterest welcomed 17 million additional users in Q4, taking its total user base to 459 million monthly actives.

Why it matters: Pinterest was able to maintain its growth from Q3, during which time it reached 442 monthly actives. In 2020 overall, Pinterest added 124 million additional users.

The details: In the US, Pinterest’s monthly usage grew 11 percent year-over-year (YoY); globally, it grew 46 percent.

In Q4, Pinterest generated $706 million in revenue, a 76 percent increase YoY, primarily driven by an “earlier and sustained holiday season and product improvements that helped advertisers scale budgets and achieve more conversions.” 

Said improvements include Pinterest’s new Story Pins and product tagging features.

Instagram Debuts ‘Recently Deleted’ Feature

Instagram has announced a new feature called ‘Recently Deleted’ that lets users review and restore deleted content in the app.

Why it matters: Instagram says people have been asking for the feature, and that it will help users restore content that hackers might have deleted when they gain access to an account.

The details: To access the new feature, users can go to their Settings then to Account, where they’ll see the Recently Deleted folder. Instagram will first verify they’re the rightful account holder when permanently deleting or restoring content.

When users delete photos, videos, Reels, Stories and IGTV videos, the content is removed from their account immediately and moved to the ‘Recently Deleted’ folder.

Deleted Stories that aren’t in their archive will remain in the folder for up to 24 hours, but everything else will be automatically deleted 30 days later.

Facebook Is Testing A Feature That Would Promote Instagram Reels On Facebook Watch

Facebook is building on a feature it has been testing that would enable users to share their Instagram Reels to Facebook Watch, reports Social Media Today.

Why it matters: In December, Facebook started testing a new option that would let Reels creators share their clips to the Facebook News Feed and to Facebook Watch. Now, it seems a more official version of that test is underway with a select group of users on Instagram.

The details: As seen in this post from Varun Banur, Facebook is prompting users to share their Reels clips to Facebook, noting that their content will be shown as recommended content on Facebook to anyone based on what’s relevant to them. The prompt also notes that the user doesn’t need a Facebook account to access the feature.

Facebook Launches A Series Of Initiatives For Black History Month

As part of its ongoing commitment to uphold black voice and businesses, Facebook is launching a docuseries called “Written By” on its company page to promote conversations about black history and a miniseries showcasing emerging black musicians.

Why it matters: In June, Facebook committed $200 million to support black-owned businesses and organizations as part of its broader $1.1 billion investment in black and diverse suppliers in the US. 

Facebook says that over the years it has invested $25 million in support of black content partnerships.

It has also allocated $10 million over two years to fund the Black Gaming Creator Program, which helps black gamers apply for partnerships status and exclusive benefits such as mentorship and training on the platform.

The details: Facebook’s “Written By” docuseries will feature stories by director and cinematographer Bradford Young.

Facebook is also launching a new four-episode miniseries to highlight emerging and veteran black musical artists, viewable on Messenger’s Watch Together.

The network is also debuting We The Culture, a creative community started by a team of black Facebook employees. The page’s goal is to partner with black creators and spark community.

On Facebook and Instagram, the hashtag #ShareBlackStories and virtual workshops will celebrate black innovation.

TikTok And NFL To Livestream Virtual Tailgate Party

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This week in social media news, TikTok and the NFL are hosting a virtual tailgate party for the 55th Super Bowl, Snapchat shares insights on users’ game-day behavior, YouTube generates $6.9 billion in ad revenue in Q4, TikTok and WPP announce an advertising partnership, Pinterest announces new social impact initiatives led by its new head of social impact and philanthropy, Facebook tests new brand safety controls and more.

TikTok And NFL Team Up For Virtual Super Bowl Pregame Event

TikTok and the NFL are livestreaming a two-hour, virtual pregame experience on Super Bowl day. Hosted by Steve Harvey and MJ Acosta, the ’TikTok Tailgate’ will treat users in the US and Canada to game day cooking tutorials, interviews with creators and NFL guests and live musical performances. TikTok has also teamed with several consumer-packaged-goods brands who are launching dance challenges to engage fans leading up to the Super Bowl.

Why it matters: In September 2019, the NFL and TikTok secured a partnership that has seen both brands launch NFL-themed hashtag challenges and campaigns aimed at attracting the platform’s millennials.


The details: TikTok’s virtual tailgate will start at 2:30 p.m. ET on February 7, featuring appearances from Rebel Wilson, Trace McSorley, the Washington Post’s Dave Jorgenson and an array of TikTok creators who will share their best game day recipes, who they think will win the Super Bowl and tips on how to have a fun touchdown party.

The event will end with a live concert from Miley Cyrus, who will be performing from Tampa in front of 7,500 “vaccinated health care heroes” that the NFL invited to attend the game.

TikTok is encouraging users to show how they’re celebrating Super Bowl from home using the hashtag #TikTokTailgate. As part of TikTok’s Super Bowl activation, users can gift free packs of M&M’s to friends and family, virtually attend a Verizon-sponsored after-party with performances from Alicia Keys, enter Mountain Dew’s ‘Major Melon’ campaign challenge to win a million dollars, and other game day-inspired dance challenges from brands including Ocean Spray, Gillette, Doritos, Cheetos, Pepsi and TurboTax.

Snapchat Shares Insights On Users’ Super Bowl Behavior

Snapchat published new research that shows how brands can engage Snapchatters during the Super Bowl, as 61 percent of them plan on turning into the show, according to Snapchat.

Why it matters: Sixty-one percent of Snapchatters will be using the app on game day, and plan on sharing the most snaps throughout the game, after a big play or a bad call, and during the halftime show. This presents a huge opportunity for brands to create opportunities for users to share their team spirit and react to buzz-worthy commercials. During last year’s game, 68 percent of Snapchatters used the app to share videos, images and reactions from the game as they were watching live.


The details: Gen Z Snapchatters are 1.4 times more likely than non-Snapchatters who use other social platforms to share their thoughts and reactions during Super Bowl’s big moments. 

In addition, 54 percent of Snapchatters report that they view the ads before the big game, and 64 percent agree that brands make game day more fun with ads that make them laugh (51 percent), highlight causes they care about (18 percent) and connect them with their families (17 percent).

Instagram Tests A Vertical Stories Feed Similar To TikTok

Instagram is testing a new feature that would let users browse Stories via a TikTok-like, vertical feed, the company confirmed to TechCrunch.

Why it matters: The news comes after Instagram’s head, Adam Mosseri, acknowledged that he’s not happy with Reels yet, and that the company may consolidate its video formats Reels and IGTV. The shift to a vertical Stories scrolling experience signals the platform’s move toward an algorithm that favors video content over static content, much like TikTok.

The details: As seen in this tweet from a mobile developer named Alessandro Paluzzi, the feature would include an interface with the text, “Now you can swipe up and down to browse stories,” atop a label, “Vertical Stories.”

Instagram confirmed to TechCrunch that the feature is being developed but not available to the public yet.

YouTube Ad Revenue Surges To Nearly $7 Billion In Q4 

According to Alphabet’s quarterly results, YouTube generated $6.9 billion in ad revenue in Q4 2020, a sign that the pandemic-induced slump is over.

Why it matters: That’s a 46 percent increase from the $4.7 billion that YouTube amassed in ad revenue during the same period in 2019.


The details: YouTube ads accounted for nearly 15 percent of Google’s $46 billion ad revenue for Q4. YouTube also more than doubled the number of active advertisers using TrueView For Action in the first six months of 2020.

Chief financial officer Ruth Porat attributed the strong performance to “Search and YouTube.” Chief executive Sundar Pichai noted that more than half a million YouTube channels had live-streamed in 2020. Pichai also said that videos in YouTube’s TikTok competitor, Shorts, are receiving 3.5 billion daily views.

TikTok And WPP Announce Advertising Partnership

TikTok and WPP announced a partnership that will give WPP clients early access to the platform’s advertising products in development and network of creators. In addition, the two will co-create a training and accreditation program for WPP agencies, giving them priority access to content tailored to media and creative disciplines.

Why it matters: With this new partnership, WPP clients will have a leg up on the countless brands looking to reach Gen Z and millennial users on TikTok, which is on track to hit 1.2 billion active users in 2021.

The details: According to TikTok’s news release, the partnership will ensure “WPP and its clients remain at the forefront of innovation as TikTok further develops its suite of products for brands.” That includes partnering on marketing API integrations and next-gen formats like augmented reality offerings.

The partnership will also give WPP deeper insights on TikTok’s creators and early access to these creators for their campaigns.

In addition to the training and accreditation program they’ll co-develop, TikTok and WPP will continue working on complete integration with third-party verification with WPP’s buying arm GroupM. The companies also have plans to conduct market research to guide brands on best TikTok practices.

Pinterest Launches New Social Impact And Philanthropy Initiatives

Pinterest is launching new social impact efforts focused on expanding emotional wellbeing and place-based giving. The company’s new head of social impact and philanthropy, Ari Simon, will lead the new initiatives.

Why it matters: Simon—who prior to Pinterest was vice president, chief program and strategy officer at The Kresge Foundation for seven years—said: “Our approach to Social Impact and Philanthropy is guided by the belief that this work doesn’t stand separate from our identity as a company, but is rather core to our brand, our identity, and our long-term vision for impact.”

The details: Pinterest’s new social impact efforts include expanding employee volunteerism to grant employees five volunteer days off to support civil and community engagement activities each year; matching funds to eligible nonprofits, dollar by dollar, up to $1,000 per employee; and expanding its philanthropy program to provide 250,000 shares of stock, currently valued at $17 million, in grants to raise awareness of emotional wellbeing.

Pinterest’s philanthropy program will also include a place-based community giving portfolio, as well as a reserve for “responsive grantmaking” to address urgent challenges like COVID-19 and support for companies fighting racial and other inequities.

Facebook Tests New Advertiser Topic Exclusion Controls

Facebook is building and testing new controls that let advertisers define how Facebook shows their ads in the News Feed, the company said in a blog post.

Why it matters: Facebook’s move to bolster its brand safety measures comes after advertisers temporarily paused their spending in a show of support for #StopHateForProfit, a boycott against the platform’s inaction toward hate speech.

The details: An example of Facebook’s new brand safety controls is a children’s toy company choosing a topic like Crime and Tragedy for the kind of content that it doesn’t want appearing next to its ads.

Facebook says the development and testing of the new feature will take much of 2021,  and will start with a small group of advertisers.

Pinterest Debuts ‘Following Streams’ To Help Increase Story Pins Engagement

After launching Story Pins in September, Pinterest has created a place called ‘following streams’ for Pinners to see new Story Pins from the creators they follow at the top of the home feed.

Why it matters: Unlike ephemeral stories on other photo-sharing apps, Pinterest’s Story Pins are permanent; they’re also saveable. For Pinners, this new stream of discoverable Story Pins means they can save more ideas, and for creators, it means a more engaged audience.

The details: Pinners can find new creators and content through this new immersive stream, as well as through Pinterest’s new “Discover creators” icon. The ‘following streams’ feature will be available on iOS and Android starting today.

Instagram Tests A Change To Reduce Feed Posts Being Shared To Stories

Instagram is testing a change with a select group of users that stops them from sharing their feed posts to their Stories, as spotted by social media expert Matt Navarra.

Why it matters: This new test could be Instagram’s way of encouraging users to create separate content for each function within the app, which includes Stories, Reels and IGTV.

The details: According to Navarra’s screenshot, Instagram is testing the change after it heard from its community that they want to see fewer feed posts in Stories.

Live Streaming Viewership Doubles Year-Over-Year

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This week in social media news, Streamlabs and Stream Hatchet’s Q4 live streaming industry report finds viewers watched 12 billion more hours of content in 2020 than 2019, Twitter debuts a corporate brand refresh, Pinterest creates a row for Story Pins atop its home screen, LinkedIn lets users control who can see and comment on their individual posts and Instagram head Adam Mosseri says he’s not happy with Reels yet and is looking for ways to consolidate its video formats, and more.

Viewers Watch 12 Billion More Hours Of Content In 2020 Than 2019

According to Streamlabs and Stream Hatchet’s Q4 live streaming industry report, live streaming viewership doubled year-over-year, fueled by surges across YouTube Gaming, Facebook Gaming and Twitch.

Why it matters: In 2019, viewers watched 15.63 hours across Twitch, YouTube, Facebook and Mixer combined. That figure rose to 27.89 billion hours watched in 2020—a 78.44 percent increase—suggesting that the industry is sustaining the momentum it gained earlier in the year amid lockdowns.

The details: In Q4, viewership across all platforms reached 8.26 billion hours YoY, nearly double the 4.16 billion hours watched in Q4 2019. Quarter-over-quarter, hours watched grew 14.2 percent from 7.23 billion hours in Q3 2020.

Streamers broadcasted 916 million hours of content across all platforms in 2020, a 45.4 percent increase from 629 million hours streamed in 2019.

Twitch continues to lead the pack in streaming. In Q4, it set yet another record for most hours watched in a quarter with 5.44 billion hours, a 14.76 percent increase from 4.64 billion hours in Q3. In 2020 overall, Twitch viewers watched 18.41 billion hours of content—a 67.36 percent increase from 11 billion hours in 2019. Twitch now accounts for 65.8 percent of the market share for hours watched, a 2.2 percent increase from Q3. Twitch streamers broadcasted 761 million hours of content in 2020, up 76.2 percent from 2019.

Representing 23.3 percent of the market share for hours watched, YouTube Gaming viewers watched a total of 6.19 billion hours of content—a 96.5 percent increase from 3.15 billion hours watched in 2019. In Q4 alone, viewers watched 1.92 billion hours on YouTube Gaming, compared to the 1.68 billion hours watched in Q3. YouTube Gaming streamers broadcasted 54.9 million hours of content in 2020, indicating no material gain compared with the 55.4 million hours broadcasted in 2019.

On Facebook Gaming, hours watched in 2020 was nearly three times as much as the number in 2019—3.1 billion hours vs. 1.09 billion hours. Here, streamers broadcasted 33.5 million hours of content—a whopping 186 percent increase compared to the 11.7 minion hours broadcast in 2019.

Twitch’s ‘Just Chatting’ category was the most popular live stream category at 682 million hours watched, followed by the 2020 League of Legends World Championship at 485 million hours watched.

Pinterest Adds Row Of Story Pins To Top Of Its Home Screen

Pinterest has created a distinct row for Story Pins at the top of its home screen, similar to the interface of Instagram and Facebook.

Why it matters: Pinterest introduced Story Pins in beta in September. The publishing option, which isn’t ephemeral, gives creators a way to share more engaging stories with videos, voiceover and image and text overlay. The Story Pins can be saved to boards for later, and are distributed across home feed, search results and Pinterest’s ‘Today’ tab.

The details: According to The Verge, Pinterest’s updated interface will appear today on iOS and Android. Pinterest will suggest Story Pins from creators you aren’t following, a move that will encourage creators to create more stories, and increase engagement.

Twitter Debuts Corporate Brand Refresh

Twitter’s chief marketing officer Leslie Berland took to Twitter to announce the company’s new look, which includes a new typeface and slightly updated bird logo.

Why it matters: The new design won’t affect Twitter’s app or website, and its logo will remain the same except for some added design flare, reports AdAge. It will, however, appear in videos and posters, presentations, GIFs and banners, according to Berland.

The details: Berland tweeted: “We felt the brand expression we launched 5 years ago didn’t fully reflect the complexity, fluidity and power of the conversations today. So the team embarked on a unique challenge: to build a creative system for an iconic brand that’s complex and imperfect, by design.”

LinkedIn Gives Users Control Over Who Can See And Comment On Posts

LinkedIn has announced an update that lets users restrict who can see and comment on their individual posts.

Why it matters: Up until now, a user’s individual posts were visible to all their connections and followers unless they changed the visibility settings. With this new update, users can choose which audience sees their post. The options include: anyone, Twitter, LinkedIn connections only, group members and events.

The details: In addition to giving users visibility options for posts, LinkedIn has, for the first time, introduced a feature enabling users to restrict comments on public posts. When creating a post, they can choose who’s allowed to comment, including anyone, connections only, or no one.

Head Of Instagram Says He’s Not Happy With Reels Yet

During an interview with The Verge’s Decoder podcast, the head of Instagram, Adam Mosseri, said that although Instagram’s Reels is growing in terms of how much users are sharing and consuming they “have a long way to go” and “have to be honest that TikTok is ahead.”

Why it matters: Even despite the obstacles TikTok has faced in keeping its US operations afloat due to scrutiny from the government, it has fared better than Reels, which launched in August 2020. But the jury is still out—according to a study, nine in ten TikTok users who have used Reels said that it’s basically the same as TikTok, and 61 percent said they’ll be using Instagram more as a result.

The details: Mosseri told The Verge:

“I think we have to get better at building more powerful and creative tools that aren’t necessarily a meme or a sort of moment in a package but give people who are more creative than us and make content for a living the ability to make something that’s going to pop.”

Mosseri also said that most users don’t know the difference between in-feed Instagram videos and IGTV videos, adding: “That’s probably too nuanced a distinction to resonate with anybody, so we’re looking about how we can — not just with IGTV, but across all of Instagram — simplify and consolidate ideas, because last year we placed a lot of new bets.”

Instagram Launches Professional Dashboard To Help Creators Drive Business Goals

Instagram has introduced a central hub called Professional Dashboard, where business and creator accounts can track the performance of their content as well as access professional tools and education information curated by Instagram.

Why it matters: Instagram says that since launching products that help businesses and creators succeed, including badges, Instagram Shop, checkout and branded content, it has consolidated the tools into one area which has been visited by 82 million accounts.  

The details: Using the new dashboard, creators can access three key features. First, they can track insights and trends based on their account performance. Next, they can find tools to help build their business and check monetization status and eligibility. Lastly, they can access educational resources including tips, tricks, guidance and inspiration.

Pinterest Debuts Augmented Reality Try-On Feature For Eyeshadows

Pinterest has launched another AR try-on feature, this time for eyeshadow products from brands including Lancome, YSL, Urban Decay and NYX Cosmetics. In addition, it will soon expand its product tagging beta to more advertisers, as well as enable creators to make shoppable story pins.

Why it matters: Pinterest first launched its AR-powered Try-on feature in January last year starting with lipsticks after it heard from Pinners who wanted a way to try on new looks for “happier purchases they won’t want to return while mobile shopping.’ Pinners are five times more likely to show purchase intent on try on-enabled Pins than standard pins, according to Pinterest.

The details: Users can try the eyeshadow experience from the iOS or Android app by clicking the Lens camera in search. Pinterest says Pinners can also filter product results by color, price range and brand, and save to a board for later.

In the coming months, Pinterest will open its product tagging feature in scene images to more retailers after finding that 70 percent of Pinners are more likely to show shopping intent on products tagged in scene images than on standalone product pins.

Pinterest will also launch product tagging to creators to tag in-stock products in their personal story pins.

Pinterest Test Stories Panel Atop User Feeds

Pinterest has been testing a panel of ‘Story Pins’ on top of user feeds with some users since early January, according to Social Media Today.

Why it matters: Unlike ephemeral Stories on other apps, Pinterest’s Story Pins live within a pin and don’t disappear after 24 hours. Their purpose is to add more content to regular pins.

The details: Pinterest confirmed to Social Media Today:

“We’re continuously testing new ways for creators to reach communities of people looking for ideas to try and for Pinners to discover and follow other people who share their passions and interests.”

Snapchat Shares Insights On Their Users’ Sports Watching Behavior

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This week in social media news, Snapchat shares new data on how its users engage with sports events on the platform.

Snapchat Provides Insight Into Users’ Sports Watching Behaviors

With the future of live sports events up in the air, Snapchat has shared research on how its users’ interactions with sports content have changed.

Why it matters: Snapchat says that on average, 17 percent of Snapchatters globally say they’ve started watching or following different sports/teams given the pandemic-induced cancellations and postponements of matches.

The details: On overage, more than 70 percent of Snapchat users use the app while watching sports, reports Snap. While on their phone during the game, these users are most likely to spend time on social/communication and photo apps, call or text friends/family and play games.

Sixty-one percent of sports fans on Snapchat watch friends’ stories on Snapchat while watching sports, and 38 percent watch highlights and other sports content within Discover while watching sports. In addition, 48 percent of users send direct snaps/chats to friends and family while watching sports.

Snapchatters are also watching games on multiple screens, especially in the US, the Netherlands and France.

App Annie: Time Spent On Mobile Surpasses Time Spent Watching Live Television

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This week in social media news, App Annie releases its State of Mobile 2021 report, TikTok announces an incubator program for its black creatives, Facebook shares new research on shifts in consumer shopping behavior worldwide, LinkedIn launches a new swipe-up link feature to Stories, Facebook Workplace updates its employee safety and live video features and more.

App Annie: Consumers Spent $143 Billion On Mobile Apps In 2020

According to App Annie’s State of Mobile 2021 report, US consumers spent $143 billion on mobile apps in 2020—a 20 percent year-over-year (YOY) increase—and eight percent more time on mobile than watching live television each day.

Why it matters: The surge in mobile adoption provides a massive opportunity for marketers to reach consumers as they continue to crave shared experiences during lockdowns. In 2020 alone, advertisers spent $240 billion on mobile ads, a figure set to top $290 billion this year.

The details: App Annie notes that in the US, Gen Z, millennials and Gen X/Baby Boomers spent 16 percent, 18 percent and 30 percent more time YoY, respectively, in their most-used apps.

In terms of top apps from the year, TikTok reigned supreme with time spent on the app growing 70 percent in the US and 80 percent in the UK. This year, App Annie anticipates TikTok will hit 1.2 billion active users.

In addition, time spent in streaming apps surged by 40 percent in 2020, with Youtube seeing up to six times higher time spent per user than Netflix.

Global downloads of Pinterest and Instagram grew 50 percent and 20 percent YoY, respectively, leading the way for social commerce and live shopping to become a $2 trillion market globally by 2024.

As far as games, casual games dominated downloads, with core gamers generating 66 percent of spend and 55 percent of time spent on mobile games.

TikTok Launches Black Creatives Incubator Program

Today, TikTok announced its new ‘TikTok for Black Creatives,’ a new three-month incubator program that aims to nurture and develop 100 black creators and music artists through grants.

Why it matters: Ever since black creators on TikTok accused the app of censoring Black Lives Matter content in June, TikTok has pledged to promote its black users. It has since committed to donating $3 million to nonprofits that help black communities and an additional $1 million toward eradicating racial injustice.

The details: TikTok is giving black creators the chance to apply for the program, which will award a select number with funds toward educational resources, production equipment and other creative content development tools. The grant for the initiative was created in partnership with MACRO, a multimedia platform that champions diversity.

Facebook Publishes New Research On Consumer Shopping Behavior 

As part of its new ‘Perspectives’ series, Facebook has published a new report on the major shifts in consumer shopping behavior across the world in 2021, during which growth in essential categories is expected to skyrocket while nonessential categories contract.

Why it matters: During COVID-19, consumers have realized that their shopping habits mean more to them than ever before for a variety of reasons including safety, security and convenience.

The details: Facebook found that safety and reliability are the new standards for in-store shopping, with 71 percent of respondents noting it’s very important that a retailer create a safe shopping environment, and 68 percent saying it’s critical for retailers to always have products they’re invested in buying in stock.

Convenience, customization and delivery capabilities are also influencing consumers’ shopping habits, with more than two-thirds saying all are very important.

Consumers also still care about what companies care about, with 56 percent saying it’s very important that brands they buy from support the same values they believe in.

LinkedIn Adds Swipe-Up Link Feature To Stories

LinkedIn just launched a new feature that lets members with at least 5,00 connections or followers and Company Pages add a swipe-up link to their Stories.

Why it matters: The move is in line with that of a key feature on Instagram and Snapchat that lets brands with 10,000 or more followers add swipe-up links to promote products and editorial content.

The details: As per social media expert Matt Navarra, LinkedIn’s new swipe-up feature lets you preview and edit your link before posting, and will display a ‘See more’ prompt to viewers. Users will also be able to see how the Stories performed in their insights.

Facebook Workplace Updates Safety Check And Live Video Features

Facebook Workplace is updating its Safety Check and Live Video features to help businesses bridge the distance between colleagues amid hybrid work environments induced by COVID-19.

Why it matters: Facebook Workplace usage has surged as the pandemic forced companies to shift to remote work. In May, the company said that its Workplace platform alone has 5 million paid users, up from 3 million in October 2019.

The details: As per a tweet from Facebook technology communications manager, EMEA, Alexandru Voica, Facebook Workplace is rolling out a new iteration of Safety Check called Safety Center. The goal here is to provide increased functionality and a new user experience to help businesses check on employee safety and manage communications during incidents, as well as issue travel advisories to employees during the pandemic.

Facebook Workplace has also updated its Live Video feature to let employees go live with multiple presenters.

Voica says the updates “preview Workplace’s broader 2021 product strategy, which aims to expand Workplace’s reach in connecting communities.”

Youtube Debuts New Dedicated Pages For Hashtag Searches

YouTube rolled out a new feature that gives anyone who searches for a specific hashtag on YouTube access to a dedicated page that only contains videos with the hashtag.

Why it matters: Up until now, when users searched for a hashtag or clicked on a hashtag, YouTube displayed a combination of content using the hashtag in the video, in addition to other related videos.

The details: Available on mobile and desktop, YouTube’s new hashtag page sorts hashtag-specific videos to keep the best videos at the top. Users can also navigate these dedicated hashtag pages by clicking any automatically linked hashtag they see on YouTube.

Facebook Shares Games Marketing Insights For 2021

After surpassing 1 billion hours for the first time in Q3 2020, Facebook Gaming has published the findings of a survey it conducted in July 2020 across four key markets—the US, UK, South Korea and Germany—that highlights the importance of connecting with new gamers in the new year.

Why it matters: According to the report, 70 percent of people reported spending more time on mobile devices. That behavior seems to have stuck, as those who started playing after the crisis are still playing today. Respondents said that the main reason for the increase was they had more free time (41 percent).  

The details: Facebook found that since March, there are 28 million new gamers in the US, 8.6 million in the UK, 9.4 million in South Korea and 6.5 million in Germany.

In the US and UK, new gamers were more likely to play video games on a PC or gaming console. New gamers also skewed significantly toward core game genres.

Regarding ads, new players are open to alternative monetization models like in-app purchases, whereas existing players prefer ad-supported models. Both cohorts prefer to see gameplay and character/story elements represented in ads.

TikTok Streamed A Virtual Ratatouille-Inspired Musical And Benefit

TikTok streamed an encore presentation of a creator-inspired virtual musical and benefit based on Ratatouille after the premiere virtual benefit it streamed on January 1 garnered $1 million for the Actors Fund.

Why it matters: In August, TikTok theater creatives’ content inspired the creation of a new account entitled @ratatouillemusical. The account made a video calling for community submissions to help bring the fictional musical to life. To date, the #RatatouilleMusical tag has 227 million views.

The details: The January 1st premiere of Ratatouille: The TikTok Musical was a virtual benefit performance for The Actors Fund featuring 10 songs sourced from TikTok and musical stars. Throughout, viewers were able to donate to the Actors Fund via an in-app donation sticker. TikTok offered an encore presentation of the musical on January 10.

Parler App Gets Axed By Amazon, Apple and Google

Amazon, App and Google have all removed Parler following complaints that the platform was being used to plan and coordinate the storming of the US capitol by President Trump supporters.

Why it matters: According to BuzzFeed News, Apple removed Parler from its app store after it received numerous accusations that the Parler app was used to plan, coordinate and facilitate the illegal activities in Washington DC, adding that “The app also appears to continue to be used to plan and facilitate yet further illegal and dangerous activities.”


The details: On Sunday night, Amazon removed Parler from its cloud hosting service, a move that shut down Parler’s website and app until it can find a new hosting provider. Amazon Web Services said that in recent weeks it reported 98 examples of posts promoting violence on Parler that it didn’t effectively identify and remove.

Snapchat Relaunches Its Advertising Partner Program

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This week in social media news, Snapchat relaunches its advertising partner program, Facebook will launch its smart glasses soon, Instagram shares best practices around creating Reels content, Facebook rolls out new updates for Pages, Instagram tests a new design for Stories desktop, Google tests a short-form video carousel on queries and more.

Snapchat Relaunches Its Global Partner Solutions Program

Snapchat has revamped its advertising partner program, which will feature two kinds of partnerships—strategic partners and certified partners.

Why it matters: Snap’s initial program launched in 2016 and was divided into two partners: ad partners and creative partners. The update comes as many brands look to tap into the network’s Gen Z user base and plethora of augmented reality (AR) tools.

The details: As per Snap, strategic partners develop “specialized technology using the Snapchat Marketing API” to help marketers streamline their ad buying process and provide Snapchat-specific tips on reaching goals.

Certified partners “provide brands with advertising expertise” to help enhance execution, optimization and analysis of ad campaigns.

Facebook To Soon Debut Its Smart Glasses Sans Augmented Reality

According to Bloomberg, Facebook’s smart glasses will arrive “sooner than later” this year, but won’t include augmented reality (AR) technology that enables people to overlay digital objects onto their real-world view.

Why it matters: Facebook announced plans for its AR glasses in 2017, and has since been increasing investment in hardware development. The network’s virtual reality (VR), AR and hardware teams account for more than 6,000 employees, reports Bloomberg.

The details: Hardware chief Andrew Bosworth says that although the glasses don’t include AR, “they are certainly connected glasses.” Developed in partnership with Ray-Ban and Luxottica Group SpA, the smart glasses will hook up to a device and “enhance presence.”


Instagram Shares Do’s Of Creating Strong Reels Content

On its @creators page, Instagram has shared some best practices around creating engaging Reels, it’s TikTok-like feature that launched in August of last year.

Why it matters: Instagram has been ramping up efforts to increase Reels usage. In November, the platform added a dedicated Reels tab and has recently told creators that the sweet spot is posting four to seven Reels per week.

The details: To create standout Reels content, Instagram suggests sharing original and authentic content that has a storyline. It says to use the Reels music library and audio tools and stay relevant with cultural moments. Additionally, it recommends including a surprising or humorous factor, having a fun surprise or twist and following its community guidelines.

As for Reels don’ts, Instagram says to not add music that isn’t in the Instagram music library and not use dated references.

Facebook Debuts Redesigned Pages Experience

Facebook has redesigned Pages to make it easier for public figures and creators to build community and reach their business goals. The updates include a simpler layout, dedicated News Feed, the elimination of page likes, new management features and more.

Why it matters: This marks the first time Facebook is bringing its News Feed to Pages, a move that will enable Pages to find and join conversations, follow trends and engage with fans.

The details: First on Facebook’s list of new Pages updates is an easier way to switch between a personal profile and public Page. The network has also added a new text-based Q&A format, removed likes to focus on followers and added the ability to assign different levels of access to admins.

In addition, Facebook says it has “improved our ability to detect activity that isn’t allowed on our platform including hate speech, violent, sexual or spammy content and impersonation.”

Instagram Tests New Carousel Look For Stories On Desktop

Instagram is testing a new design for the desktop version of Stories that would make them appear in a carousel rather than a single tile that fills the entire page, according to Engadget.

Why it matters: The move comes as many people prepare for another COVID-19 lockdown, a time when Instagram Stories usage tends to skyrocket. According to Instagram, over 500 million accounts use Stories every day.

The details: A spokesperson confirmed the Stories layout in testing to Engadget. The navigation of desktop Stories would remain the same, but the carousel view would make it easier to keep track of where you are in your queue.

Google Feature In Testing Compiles Short-Form Videos From Instagram, TikTok

Google is testing a new feature that aggregates short-form videos from Instagram and TikTok in their own dedicated carousel on the Google app for searches on mobile devices.

Why it matters: According to TechCrunch, the new feature is an expansion of Google’s initial “Short Videos” carousel test within Google Discover in early 2020, which gathered videos from Google social platforms like Tangi, Trell and YouTube.

The details: Upon clicking Google’s latest video carousel in testing, users are directed to the web version of the social platform rather than the native mobile app—regardless of whether it’s downloaded on their phone—as a way to keep users on Google for longer.

TikTok Under Scrutiny For Its Underage User Data Tracking

A 12-year-old girl and TikTok user from London is bringing a damages claim against six firms responsible for TikTok for “loss of control of personal data.”

Why it matters: For now, TikTok has dodged a ban in the US, but the app still remains under scrutiny for its handling of user data here and abroad. Though TikTok has taken steps to limit younger users’ experience, users self-report their birth date upon registration. The consequences of this new legal proceeding could prove costly to TikTok given more than a third of the app’s daily users in the US are under 14 years old.

The details: As per Sky News UK, the firms have “misused the claimant’s private information and processed the claimant’s personal data” in breach of EU and UK data protection laws, according to a High Court ruling.

Facebook’s Small Advertisers Say The Network’s Automated Ad Systems Are Hurting Their Business

According to Bloomberg, small advertisers using Facebook are losing business over the network’s inflexible ad system’s account blocking tools and poor customer service.

Why it matters: Facebook has become an increasingly important tool for small businesses looking to grow their online presence. The network says that more than 160 million brands use Facebook, Instagram, Messenger or WhatsApp every month to reach customers.

The details: One digital marketer told Bloomberg that after his Facebook account abruptly stopped working, a $3,000-per-day ad campaign he had set up for a client before his account was locked continued to run—despite the fact that he could no longer manage it. After trying to confirm his identity using Facebook’s automated systems, he received an error message.

Another ad buyer reported a similar experience, noting that it took Facebook 26 hours to unlock his account, during which he spent around $200 in ads without his usual level of management.

Facebook’s lack of robust customer service systems for small advertisers is contributing to the issue. Despite having 10 million advertisers, the company only has an automated chat feature, which is only available to those who have an active Facebook account, which excludes outside specialists who were hired to set up ads for brands.