This week in social media news, new Pinterest research found the platform predicted 8 in 10 trends two years in a row, YouTube expands Super Chat and Super Stickers access to more markets, Facebook says it’s underreporting iOS web conversions by about 15 percent due to iOS updates, TikTok highlights the power of product recommendations on the app, Instagram debuts a new global campaign and more.

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New Pinterest Research Shows Trends On The Platform Grow Faster, Last Longer

Each year, Pinterest publishes what it calls a ‘not-yet-trending’ Pinterest Predicts report that outlines all the trends it anticipates will blow up in a given year. What it found after its last report is that 80 percent of the trends in its annual report continued to climb throughout the year and that trends sustain monthly growth longer than trends on the rest of the internet.

Why it matters: Pinterest partnered with Black Swan Data to compare how trends played out on Pinterest compared to other platforms. Pinterest trends, it turns out, grew much faster than trends spotted elsewhere on the internet; Pinterest trends increased about 56 percent in their first six months while trends on other platforms only grew about 38 percent in that same time.

The details: Pinterest says it predicted 8 in 10 trends two years in a row. Among the trends it accurately predicted would go big in 2021 include ‘athflow,’ ‘skinimalism,’ and ‘vibey lights.’

Another theme Pinterest predicted in 2021: the ‘Bland is Banned’ food trend. Last year, Pinterest spotted the jalapeño pepper jelly trend. Indexed searches for these recipes grew 30x over six months once the trend picked up momentum, according to Pinterest.

Dawn launched a trend package based on the ‘Bland is Banned’ trend and saw 24 percent more efficient CMPs than Pinterest’s benchmark for household good ads.

According to Black Swan Data’s findings, on Pinterest, trends sustain monthly growth more than 20 percent longer than trends on the rest of the internet. For example, indexed searches for ‘forest resort’ sustained growth for 13 months.

Plus, trends on Pinterest usually evolve beyond their original use case, according to the platform, which gives marketers a unique opportunity to highlight ways consumers can apply these trends in all areas of their lives.

Pinterest will reveal its 2022 predictions in a report launching on December 7.

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YouTube Expands Super Chat And Super Stickers Access To Streamers

During the latest video in its ‘Creator Insider’ YouTube series, YouTube announced that it’s expanding Super Chat and Super Stickers streamer donation options to users in additional markets.

Why it matters: The full rollout comes four years after YouTube first debuted Super Chat and almost two years after launching Super Stickers in 2019, a way for fans to donate to livestreamers via animated characters.

As competitors like TikTok and Facebook continue to beef up their monetization opportunities for creators, YouTube in July also launched its Super Thanks feature, an animated GIF fans can purchase to show their support for their favorite creators.

The details: With Super Stickers, fans can place stickers in comment streams. The creators then earn a percentage of the purchase price of each sticker.

In addition to expanding Super Chat and Super Stickers, YouTube is launching a new button in its mobile app that translates comments in-stream.

Lastly, YouTube is testing new filters on the ‘Uploads’ page to help users sort videos according to upload date and video popularity.

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Pinterest And Albertsons Cook Up Shoppable Recipe Pins

As part of a multi-year agreement between Pinterest and Albertsons, Pinterest users can connect their accounts and shop saved recipe pins on the Albertsons app.

Why it matters: According to Pinterest’s chief revenue officer Jon Kaplan:

“At 4:00 p.m. every day, the number one food search on Pinterest is what’s for dinner, and Albertsons Cos. is delivering inspiring and intuitive experiences that help our Pinners answer that question every day.”

The partnership follows Albertsons’ collaboration with DoorDash, which saw the creation of a Tetris-like game called ‘The Bag’ where users could score up to $40 off their Albertsons order.

The details: The new Albertsons integration on Pinterest will also recommend recipes to consumers based on past searches, saves and purchase history.

Additionally, Albertsons has tapped 20 of its associates to become Pinterest creators who will use the platform’s Idea Pins to create content around their areas of food expertise, including meat, wine and patisserie.

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Facebook Shares List Of Actions Businesses Can Take To Counter Impact Of iOS Updates

As part of an update and a best practices guide on navigating Apple’s privacy changes, Facebook said that in aggregate, it’s underreporting iOS web conversions by about 15 percent and that it’s heard from many marketers that the impact on their ad investment has been greater than they expected.

Why it matters: During its earnings call in July, Facebook said it expected increased headwinds from the recent iOS changes to have a bigger impact in Q3 compared to Q2.

Since that call, Facebook has expanded conversion modeling capabilities in its default attribution setting of 7-day click and launched improvements for 1-day click attribution to improve conversion reporting accuracy.

Earlier this month, Facebook expanded modeled reporting for Website Purchases Conversion Value, so businesses may see an uptick in reported conversion values and other associated metrics such as return on ad spend.

Other actions Facebook is taking to counter lost conversions include extending its ability to measure in-app conversions that SKAdNetwork can’t track and launching capabilities to allow advertisers to track web conversions even when they don’t own the top-level website.

The details: First up on the detailed list of actions Facebook suggests brands take in response to the iOS updates is allowing time before analyzing performance—a minimum of 72 hours.

Next, Facebook recommends analyzing reporting at the campaign level, not the creative. In addition, to optimize ad campaigns and decrease cost per action, businesses should consider adding the Conversions API to their existing marketing data setup.

Click here for Facebook’s full list of best practices.

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TikTok Highlights Commerce Benefits #TikTokMadeMeBuyIt Phenomenon Provides

As social media giants continue to enhance the in-app shopping experience, TikTok has shared an overview of what makes the digital word of mouth that spreads via TikTok so powerful for brand success.

Why it matters: Ecommerce is expected to grow 14 percent this year and one-third of people want commerce to be more entertaining. For brands, the beauty of TikTok is that users are seeing content they actually are interested in through its discovery-based ‘For You’ page. This type of content invites users to connect in the sharing or creation of content as opposed to advertising that prioritizes selling at consumers.v

The details: According to TikTok, the majority of users report feeling entertained when they use the platform and people say that ads on TikTok are the most fun and entertaining compared to the ads they see on competing platforms. This type of user engagement fuels the power of product recommendations on TikTok.

As TikTok notes:

“Community Commerce, on the other hand, encourages audiences to create entertaining, compelling content that just so happens to feature brands. That content is then shared with and enjoyed by those creators’ trusted communities. In essence, it’s the digitization of word-of-mouth marketing—and it empowers brands to form genuine connections with people in a way that drives awareness, favorability, and sales.”

On TikTok, users can go from discovery to action in mere seconds—from seeing a video about a product to then visiting the brand’s site. As the platform notes, all of this takes place within the TikTok app and happens so seamlessly that the user can return to scrolling their feed as soon as they’re done.

“In that sense, TikTok doesn’t push users along the marketing funnel so much as it guides them through a flywheel—a continuous loop of awareness, consideration, and conversion that happens in the TikTok environment,” said the platform.

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Pew Research: Over Half Of Twitter Users Regularly Get News From The Site

According to a Pew Research Center survey conducted between late July and early August, 48 percent of US adults say they get news from social media “often” or “sometimes,” a 5 percentage point decline compared with 2020.

Why it matters: Overall, the percentage of users of each platform who regularly get news there has remained relatively stable since last year. Yet as Pew found, Facebook and TikTok buck this trend; the number of Facebook users who say they regularly consume news on the site has declined 7 points since 2020. And on TikTok, the number of users who regularly get news from the app increased by 7 points.

The details: Nearly a third of Americans regularly get news on Facebook, followed by 22 percent on YouTube, 13 percent on Twitter and 11 percent on Instagram.

Twitter is used by 23 percent of US adults yet 55 percent get news on the site regularly. While YouTube is more widely used, it sees a smaller portion of its users—30 perfect—turning to the site for news.

Stark demographic differences also exist between the users who turn to each social media site for news. For example, white adults comprise a majority of the regular news consumers of Facebook and Reddit (60 percent and 54 percent, respectively), yet only 36 percent of Instagram news consumers are white. 

Both black and Hispanic adults each make up a sizable portion of Instagram’s regular news consumers (20 percent and 33 percent, respectively).

A majority of regular news consumers on LinkedIn (57 percent) have a four-year college degree or higher. Additionally, adults ages 18 to 29 are far more likely to regularly get news on both Snapchat and TikTok than other age groups.

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Snapchat’s Vice President Of US Ad Solutions On Getting The Most Out Of Advertising On The App

In a recent interview with Social Media Today, Snapchat’s vice president of US advertiser solutions Luke Kallis said that the Snap community opens the app 30 times a day on average and globally, the Snap generation carries over $4.4 trillion in purchasing power.

Why it matters: Though TikTok just hit 1 billion users worldwide, young audiences continue to use Snapchat for more intimate forms of engagement. According to the platform, Snapchat now reaches 75 percent of millennial and Gen Z users while its users spend over 30 minutes per day on the app, on average.

The details: From awareness and shares to clicks, visits, purchases and more, Snap offers a variety of goals and bidding options across the marketing funnel.

As Kallis told Social Media Today:

“We also believe that for advertisers of any size, seeking any objective, there is deep, long-term value in reaching our audience of 13-34 year-olds. This audience is passionate and engaged, and many are at the ages when they’re beginning to build brand loyalties as they go through major life milestones.”

One key to an effective marketing strategy on Snap, according to Kallis, is leveraging multiple ad products tied to a defined advertising goal. For example, Kallis says a great brand awareness booster is combining an AR Lens with Snap Ads and/or Commercials (video ads).

“This type of multi-product execution tends to achieve stronger overall results than any individual ad format in isolation,” said Kallis.

In addition, many brands are finding success running ‘always-on AR.’ When added to a Snap Ad campaign, AR reaches an incremental 31 percent of Snap’s audience who are using the camera.

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Warner Music And Twitch Partnership Will Launch Various Recording Artist Channels

As part of Warner Music Group and Twitch’s new partnership, the companies will launch multiple WMG recording artist channels and a standalone music space featuring music-centric programming.

Why it matters: As noted in the press release:

“The move empowers Warner Music’s talent to tap into Twitch’s unique creator-driven model, opening up additional income opportunities, as well as access to Twitch’s fan engagement tools to get to know their audiences better.”

The details: Among the artists that will be featured on WMG and Twitch’s new artist channels are Warner Records singer Bella Poarch and Saweetie plus Atlantic Records singer/producer Sueco.

The standalone WMG space will include original programming curated by IMGN as well as music discovery and regular appearances from top artists. Programming will include ‘The Drop,’ featuring hosts and audiences discussing the latest music news with special guests and performances; ‘Freestyle Throwdown,’ where Twitch rappers have to impress the panel while playing games; and ‘The One,’ where guest artists perform the song that inspired them to become a musician and take audience questions.

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TikTok Hits 1 Billion Active Monthly Users

TikTok now boasts 1 billion global users, the platform’s chief operating officer Vanessa Pappas announced in a video on TikTok’s official profile.

Why it matters: The news comes a day ahead of TikTok’s first-ever global summit for businesses, a virtual event where marketers can learn about TikTok’s full-funnel ad solutions, case studies from TikTok clients and what’s in store for TikTok’s future. Plus, TikTok creator David Ma will share how brands can embrace the platform and create must-watch videos.

The details: ByteDance-owned TikTok has had its fair share of ups and downs, from almost getting banned in the US to getting heat for its fatal, viral challenges. Nevertheless, it’s thriving and reportedly has experienced a 45 percent increase from July 2020. Comparatively, Facebook announced it reached 2.9 billion active monthly users.

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Facebook Invests $50 Million In Programs To Build The Metaverse

Facebook wants the time users spend online to be more meaningful, so it has announced the XR Programs and Research Fund, a two-year $50 million investment in programs and external research aimed at creating a set of virtual spaces where users can create and explore with people who aren’t in the same physical space as they are. This ‘metaverse,’ which Facebook dubs “the next computing platform” will be fully realized in the next 10-15 years, according to a blog post.

Why it matters: Facebook is emphasizing the ways it plans to build this metaverse “responsibly,” which includes anticipating risks and addressing issues around economic opportunity, privacy, safety and integrity and equity and inclusion. To do that, its $50 million fund will produce collaborations with industry partners, civil rights groups, governments, nonprofits and academic institutions.

The details: As outlined in Facebook’s blog:

“As we focus on helping to build the next computing platform, our work across augmented and virtual reality and consumer hardware will deepen that human connection regardless of physical distance and without being tied to devices.”

A few of the platform’s initial partners in building the metaverse include the Organization of American States, Africa No Filter and Women In Immersive Tech. Some of the global institutions that it’s working with to facilitate independent external research include Seoul National University, The University of Hong Kong and Howard University.

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Instagram Launches A New Global Ad Campaign

Instagram has rolled out a new global advertising campaign called ‘Yours To Make’ to highlight how users are using the app to explore their identity.

Why it matters: As the platform noted in its announcement of the campaign:

“For young people, identity isn’t defined, it’s something that’s constantly explored. Whether that means connecting more deeply with the people that matter to you, discovering and experimenting with new interests, or sharing your perspective, however a work in progress it may be.”

The details: Instagram’s latest campaign includes a 90-second spot that features creators and everyday users engaged in different activities such as discovering new products, trends and features via Instagram.

Those featured in the spot include hip-hop artist Topaz Jones, gymnast Morgan Hurd, Native American makeup artist Madrona Redhawk and digital creator Justin Yi.

With the tagline “Let’s see who we can be” encouraging people to stay true to themselves, the campaign is already live in the US and UK, and will launch in additional countries later this year.

This week in social media news, Facebook adds a handful of new messaging and lead generation tools across Facebook, Instagram and Whatsapp while Twitter tests a visual editor process that incorporates the same elements as its retired Fleets product. Also, Facebook integrates Vimeo Create into Business Suite, LinkedIn launches a $25 million creator program and more.

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Facebook Introduces Lead Generation On Instagram, Quote Request On Messenger And More

To help businesses focus on reaching more customers, Facebook has added new features and tools to Facebook, Instagram and WhatsApp including new messaging tools, a cost-effective ad bundle for small businesses, the expansion of Facebook Business Explore, Work Accounts that don’t require business users to have a personal account and more.

Why it matters: According to a 2020 Harris Poll, 75 percent of adults globally say they want to communicate with businesses via messaging the same way they communicate with friends and family. To help businesses act on this insight, Facebook says it’s investing in new technologies like automation to simplify how businesses manage their digital presence.

The details: Starting with improvements to business communications, Facebook says businesses can now choose all the messaging platforms where they’re available to chat and Facebook will default the chat app in their ad based on where a conversation is most likely to take place.

Next, to help small businesses find new customers, Facebook is giving businesses globally the ability to add a WhatsApp click-to-chat button to their Instagram profile. Starting soon, businesses will have the option of creating ads that link to WhatsApp directly from the Instagram app.

In addition, Facebook is testing a quote request feature on Messenger with select advertisers. This new product will enable businesses to select four to five questions to ask consumers prior to starting a conversation. Shoppers will then be able to request a quote from a business on Facebook by completing a short questionnaire on Messenger. And to help small businesses find and qualify leads directly within Instagram, Facebook is also testing paid and organic tools.

As for managing communications, Facebook is testing the ability for businesses to manage emails through Inbox and send remarketing emails from Facebook Business Suite, as well as introducing File Manager, a new feature that will let businesses create, manage and post content within the Facebook Business Suite.

In an effort to give business owners greater control, Facebook is also testing an option called Work Accounts. This will enable business users to log in and operate Business Manager without requiring a personal account. The company says it’s testing Work Accounts through the remainder of the year and expects to expand availability in 2022.

Facebook is also going to start allowing some small businesses to access a bundle that includes tools and benefits such as a Facebook ad coupon and free access to QuickBooks accounting software for three months or free access to Canva Pro for three months.

Lastly, Facebook will soon expand Facebook Business Explore to people in the US and internationally in Australia, Canada, Ireland, Malaysia, New Zealand and more countries.

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Twitter Tests New Visual Editor That Would Incorporate Fleets Tools

According to Social Media Today, Twitter may have done away with its Stories-like Fleets tool last month, but it’s now testing a new visual editor process that would allow users to utilize all of the Fleets features for their regular tweets.

Why it matters: As Twitter noted at the time of retiring Fleets, the company didn’t see an increase in the number of new people joining the conversation with Fleets as they hoped. However, as Social Media Today notes, Twitter chief executive officer Jack Dorsey said Fleets sparked more activity from a broader range of users.

The details: As uncovered by app researcher Alessandro Paluzzi, the visual editor feature in development would enable users to add stickers, text, crops and more to their uploaded videos and images, then attach them to their tweets. Paluzzi also found that the editor lets you upload a text-only visual with a colored background, similar to Instagram Stories.

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Facebook Integrates Vimeo Create Into Business Suite

Facebook has integrated Vimeo Create, Vimeo’s video creation platform, into Facebook Business Suite to help small businesses save on time and money with social media video production.

Why it matters: Vimeo, which is also integrated with TikTok and Pinterest, isn’t free but it offers businesses a 30-day trial of any one of four plans, which range from $7-$75 per month. Vimeo’s priciest package, $75 a month, includes unlimited live events and offers the ability to livestream to multiple destinations.

The details: Businesses that use Vimeo can access templates built and optimized for Facebook plus millions of stock photos, videos and commercially licensed music. 

Vimeo’s senior vice president of partnerships, Rich Bloom, offered three tips for getting the most out of Vimeo Create: capture your audience’s attention in the first few seconds of the video; repurpose creative assets to stay consistent across platforms, and track results and optimize video.

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LinkedIn Announces $25 Million Creator Accelerator Program

After gathering feedback from hundreds of creators worldwide, LinkedIn has announced a 10-week, incubator-style Creator Accelerator Program into which it’s investing $25 million to help creators build their audience.

Why it matters: Last month, LinkedIn nixed its Stories format, which offered creators no monetization opportunities, and said it was developing other short-form video content features for the platform. Its new creator program, open to US creators by application, seems to be filling that gap.

The details: LinkedIn’s creator program will offer up to 100 US-based accepted creators coaching, a built-in creator network, opportunities to be featured on LinkedIn channels and a $15,000 grant to help creators share content and amplify their voice. Applications for the program are open now through October 12.

To kick off the program, LinkedIn announced a few creator events, including an ‘INFused’ event which will feature black creators that share tools to connect and inspire audiences. Also coming up is an event hosted by LinkedIn’s community management team about tips creators need to know for growing their audience on LinkedIn. Later this month, LinkedIn will launch its Create Learning Week, which will include daily live sessions free to members about creating content on LinkedIn.

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Facebook API Change Aims To Account For Lost Data From Apple’s ATT Update

With the effects of Apple’s data tracking pop-ups still not fully realized, Facebook is adding more automated ad targeting to make up for any data lost due to Apple’s ATT update. As part of its latest API update, Facebook’s Targeting Expansion option will now be applied to most conversion-based campaigns by default.

Why it matters: As Facebook notes in its API update:

“To help advertisers find additional opportunities that weren’t originally available to them, when advertisers leverage Detailed Targeting and optimize for conversions, value or app events using the conversions objective they will be automatically included into Targeting Expansion. For more information please refer to the Detailed Targeting Expansion Help Center article.”

The details: If Facebook’s system finds better performance opportunities outside a brand’s defined audience, targeting expansion allows the platform to dynamically adjust that reflect. However, targeting expansion doesn’t apply to location, age or gender targeting options, and options are limited to the aforementioned three variables for audiences that include people under age 18 globally.

This week in social media news, Instagram rolls out ads in Instagram Shop tab to international markets, TikTok adds a new ‘Promote’ ad option to business profiles, YouTube opens a 6,000-seat live entertainment venue with Hollywood Park in Inglewood, California and more.

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Instagram Launches Ads In The Shop Tab Globally

Instagram is rolling out ads in the Instagram Shop tab, the platform’s fully dedicated shopping surface, to countries globally where the tab is available. The move comes after Instagram tested the new format, which includes single images and a carousel option, with select US advertisers including Fenty Beauty, Away and Clare paint.

Why it matters: The expansion is part of Instagram’s larger effort to invest more in its e-commerce business, though not everyone was happy about the addition of the Instagram Shop tab. When it was introduced last summer, it replaced Instagram’s “Activity” tab at the bottom navigation row, much to the chagrin of users who said the move made Instagram feel more commercially driven.

The details: During the testing phase of ads in Instagram Shop, the company said the format would include an auction-based model. The number of ads a user sees will depend on how they use the app and how many people are shopping in the Instagram tab. Since Instagram Shop is a mobile-only feature, ads will only appear on mobile as tiles that are labeled ‘Sponsored.’

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TikTok Adds New ‘Promote’ Ad Option For Business Profiles

TikTok has launched a new ‘Promote’ ad option that lets business accounts turn organic videos into an ad directly within the app.

Why it matters: The new feature will help brands drive one of three objectives—more video views, more website visits or more followers—that correspond to a specific call-to-action. One caveat is that the ad feature is available to public clips that don’t use copyright-protected music.

The details: Business profiles can access TikTok’s new Promote ad option in two ways–either by selecting the ‘Promote’ button in a video’s individual video settings or via ‘Settings and privacy’ > ‘Business suite’ where they’ll see the Promote button.

To set up a Promote ad, brands can choose the video they want to boost (TikTok suggests using your best-performing organic video) then choose a goal, duration and target audience for the campaign. After TikTok approves the promotion, you can get insights on the video’s performance.

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YouTube Debuts 6,000-Seat Live Entertainment Venue In Inglewood, California

In collaboration with Inglewood, California’s Hollywood Park, YouTube has opened YouTube Theater. At the 6,000-seat venue, which has live-streaming capabilities built into the infrastructure, YouTube says it plans to host live events like concerts, theater performances, esports competitions, conferences and more, with the first event slated for September.

Why it matters: With the state of in-person events in limbo due to the Delta variant, YouTube Theater could play a part in shaping the next generation of hybrid or digital-only events. In addition to built-in live-streaming capabilities that let performers livestream their events to YouTuber viewers worldwide, the theater includes a large-scale digital YouTube icon outside the venue and a digital wall inside. According to YouTube, both utilize motion-sensor technology so fans can interact with the screens, and the screen can be programmed with content related to events.

The details: YouTube Theater is part of the platform’s 10-year partnership with Hollywood Park, a 300-acre sports and entertainment destination.

As per YouTube:

“In the future, they hope to use it to celebrate YouTube creators, extending content from the platform into the real world to help creators grow their businesses, and as a place to bring our company events to life.”

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Emarketer: Pinterest US Shoppers Grew 30.5% In 2020 To 12 Million Total

According to eMarketer’s latest forecast, the number of US social buyers on Pinterest grew 30.5 percent in 2020 to a total of 12 million. The firm expects the figure to grow another 16.5 percent to reach 13.9. million by the end of 2021.

Why it matters: Pinterest has introduced a variety of social commerce tools in recent years, including Buyable Pins in 2015 which evolved into Product Pins in 2018, leading users directly from a post to a retailer’s checkout page. More recently, it launched Idea Pins, a replica of Instagram Stories that enables creators to create brand-sponsored content.

The details: Emarketer projects Pinterest buyers will reach 15.1 million in 2022 and 16 million by 2023, the latter figure which would represent 15.7 percent of US social buyers.

This week in social media news, Snapchat releases a new ‘Trends’ resource center around popular moments and keywords, YouTube explores the rise of aesthetics, Facebook releases the first in a series of reports that give an overview of the most widely viewed content in News Feed, Pinterest launches an inclusive hair pattern search filter, Facebook tests ‘Facebook Reels’ in the US and more.

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Snapchat Releases ‘Trends’ Resource Center Highlighting Popular Keywords

For the first time, Snapchat is giving marketers a glimpse of the topics and moments most relevant to its community of 293 million daily active users with Snapchat Trends—a new tab under its Resources section that highlights the most popular keywords shared with the Snapchat community via public Snaps Stories and My Stories that have been viewed by a large group, in addition to a searchable database of terms.

Why it matters: Snapchat Trends offers marketers a new source of information about users of the platform and how they can be incorporated into marketing strategies. Using a consumer packaged goods brand as an example, Snapchat says that within the last few months they’ve seen a marked increase in the volume of conversation around seasonal summer flavors like strawberry, watermelon and rhubarb, which could serve as inspiration for new product flavors.

The details: Snapchat Trends will share insights around trending topics, keywords and more. For example, Snapchat said it recently saw a 100 percent increase in mentions of the phrase “third-wheeling” and that mentions of the term “streaming” reliably surge every Friday.

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YouTube Releases ‘The Rise Of Aesthetics’ Report

In its latest report, ‘The Rise of Aesthetics’ YouTube explores the origin of “aesthetics” given the use of the term surged on the platform during the pandemic. Using the ‘cottagecore’ trend as a point of entry, YouTube breaks down the history of aesthetics, which, as social media strategist Amanda Brennan notes, offered people during the pandemic, “a way to [escape] the pandemic with pre-Internet, romanticized imagery.” 

Why it matters: YouTube is positioned to help users create and explore variations of ‘aesthetic’ trends through its algorithm of endless tutorials, discussions, music and quizzes. Marketers offering products or services in line with a given aesthetic now have YouTube’s analysis of key aesthetics to assist in determining who to target and when.

The details: YouTube defines “aesthetics” as the thematic expression of visual and musical tastes as a representation of self. In the report, the platform explores how aesthetics are enabling users to express themselves through five key genres: ‘cottagecore,’ ‘Y2K,’ ‘dreamcore,’ ‘bardcore,’ ‘dark academia’ and ‘royaltycore’—each of which surpassed 5 million annual views on YouTube in 2020 to 2021.

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Facebook Releases First ‘Widely Viewed Content Report’

Facebook has released its inaugural ‘The Widely Viewed Content Report,’ the first in a series of reports that will provide an overview of the most widely viewed content in News Feed, starting with domains, links, Pages and posts in the US.

Why it matters: Facebook’s insights tool CrowdTangle was built to assist users in grasping the type of content that gets the most likes, comments and reshares. Facebook’s release of this data, along with such reports as the Community Standards Enforcement Report, is in support of its efforts to increase transparency and accountability. Facebook notes that despite what the report discloses about the most-viewed content, it still comprises a minuscule amount of what users actually see on the platform. Consequently, in order to portray a thorough picture of what users see, Facebook will release quarterly Widely Viewed Content Reports in the US first, with international data incorporated soon. 

The details: According to the report, fewer than 13 percent of content views were on posts with links, and the most-viewed news domains account for only 0.31 percent of all content views in News Feed, with mainstream media views dominating.

The report also sheds light on the kinds of posts and Pages that are actually the most widely viewed, with many of the most-viewed Pages focused on sharing content about pets, cooking, family and relatable viral content. Facebook will update the report quarterly in its Transparency Center and release it along with each quarterly Community Standards Enforcement Report.

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Facebook Launches ‘Facebook Reels’ To Compete With TikTok 

Facebook has just announced its newest feature, ‘Facebook Reels,’ offering users the ability to create and share TikTok-like content.

Why it matters: The new feature comes months after TikTok achieved a milestone for social apps that, until this year, only Facebook (and its assembly of apps) had achieved—3 billion downloads worldwide. In order for Facebook to retain its 2.85 billion monthly active users and keep its younger users satisfied, it must follow in TikTok’s footsteps. 

The details: With Facebook Reels, US users are able to create and share short-form video content directly within their News Feed or within Facebook Groups. The feature was first tested in Canada, Mexico and India. 

Facebook will also be testing a new feature that allows US-based Instagram creators the option to have Instagram Reels recommended on Facebook. Opting in will display Instagram Reels in the Reels section in users’ News Feed on Facebook. 

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Pinterest Launches Inclusive Hair Pattern Search Filter

Pinterest has rolled out a new hair pattern search filter with black, brown and Latinx pinners in mind that will allow them to refine hair searches by six different hair patterns: protective, coily, curly, wavy, straight and shaved/bald.

Why it matters: In the past month alone, Pinterest says there were over 120 million searches for hair and over 5 billion Pins created related to hair on Pinterest. The platform has also observed that top hair searches on Pinterest are personalized—for example, “natural hair twists protective” (15x) and “best haircuts for thick wavy hair” (13x).

The details: Over the coming weeks, through Pinterest’s computer vision-powered object detection, pinners can narrow searches such as “summer hairstyles” by choosing one of six hair patterns. Pinterest says it has detected a hair pattern in over 500 million images on the platform.

The new hair pattern search builds on Pinterest’s skin tone ranges launched in 2018 which allows pinners to refine their beauty-related searches based on a set of skin tone ranges.

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Twitter Introduces Search Endpoints

Along with the second version of its new API, Twitter is launching new Spaces endpoints so developers can create tools, apps and services that help people get more out of Spaces. The company said it plans to launch API support for Spaces in phases, with discovery as its first focus area and tools for Hosts as its second.

Why it matters: From its conversations with its developer community, Twitter has gleaned that the first API functionality it should build is one that helps people discover interesting Spaces and set reminders. Twitter also heard that developers would like data to help Spaces Hosts understand the performance of their Spaces.

The details: All developers using Twitter’s new API v2 can look up live or scheduled Spaces using criteria like Spaces ID, user ID or keyword. With Spaces lookup, developers can also understand the public metadata and metrics associated with an active Space, according to Twitter.

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YouTube Releases Features That Help More Users Search And Find Content More Easily 

YouTube has responded to its community’s requests with new features that make searching for select content easier, including the ability to jump to a specific chapter in a video and automatically translated captions, titles and descriptions when content in the local language isn’t available. 

Why it matters: With these new features, YouTube is encouraging people from different backgrounds to use its platform and to spend more time on the platform by simplifying their experience.

The details: YouTube has released a number of new features that make searching for content easier. For example, users can now view a time-stamped image that details the various topics covered in the video. The new feature also allows users to jump to a specific chapter. 

YouTube will also be releasing the ability to preview a snippet of a video on the mobile app—something desktop users have been enjoying. Additionally, a new feature will display foreign language search results with automatically translated captions, titles and descriptions where relevant content in the local language isn’t available. 

Lastly, YouTube has begun testing a new feature in India and Indonesia that complements search results with links from Google Search, a feature that may expand to other countries pending analysis of performance.

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Facebook Business Releases Its 2021 Creative Forecast 

In its 2021 Creative Forecast, Facebook has assessed key creative trends for the future based on an analysis of key 2020 cultural shifts, examples from standout brands and creative springboards that can assist marketers in their own campaigns.

Why it matters: Harnessing the five ‘ascendant behaviors’ witnessed in the last year or so will provide brands with the insights necessary to meet customers’ expectations and evolve with their changing needs.

The details: Facebook’s Creative Shop assessed 100 high-performing creative campaigns that were selected based on several factors, the most notable of which being business impact. The study pinpointed five ‘ascendant behaviors’ that are likely to continue shaping creative, including building inclusivity, creative edutainment, selling with ideas and more.

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LinkedIn Publishes New Brand Building Playbook

In LinkedIn’s new brand building guide, the platform offers advice on developing and optimizing for a memorable brand image that connects with customers. The 33-page guide provides the basics of brand building, balancing short and long-term strategies and case studies on brands like Lenovo, Callaway and more who have found success on LinkedIn.

Why it matters: As LinkedIn research shows, 95 percent of buyers are “out-of-market” future buyers and over time, those buyers gradually come in-market when they need to make a purchase. By this point, it’s important that brands have built up enough mental availability that these buyers would consider, or pre-select, your brand.

The details: According to LinkedIn, emotional messaging is key to capturing the 95 percent of buyers who are out of market when they’re in-market. LinkedIn suggests priming customers with repeated, memorable exposure to your brand. Then once the buyers come in-market, leverage rational messaging to capitalize on your brand strength to achieve short-term results.

To help grow your community on LinkedIn, the platform suggests organic methods, namely via Stories, Pages, LinkedIn Live and Events, while also boosting content through paid ads. Brands can then use LinkedIn’s Reach Optimization to bolster ad performance as well as use its A/B testing, brand lift testing and forecasting tools to measure.

Using LinkedIn to build awareness about their new program offerings, upGrad leveraged a mix of organic content and sponsored posts, embraced always-on content marketing and monitored campaign KPIs to find their sweet spot. The result: a 56 percent increase in unique visitors to their LinkedIn page, an 87 percent increase in organic following in just 60 days and 2.3x lift in brand mentions on LinkedIn.

Read LinkedIn’s full playbook here.

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Facebook Launches Open Beta Of ‘Horizon Workrooms’

Facebook has released the open beta version of Horizon Workrooms, its “flagship collaboration experience,” allowing users to come together to work in one virtual room.

Why it matters: ‘Horizon Workrooms’ brings Facebook one step closer to its goal of launching humanity into the metaverse. Because of continuing uncertainties involving the pandemic, the new virtual space will allow for at least temporary solutions to some of the hurdles around working remotely.

The details: Facebook’s ‘Horizon Workrooms’ is a virtual meeting space that compiles some of the platform’s newest technologies into one experience, such as a mixed-reality desk, keyboard tracking and hand tracking. Users can meet in virtual reality (VR) as avatars, or dial into the virtual room from a computer. 

Horizon Workrooms is available for free downloads on Oculus Quest 2 and wherever Quest 2 is supported, offering users the connective tools necessary to work remotely with minimal hurdles.

This week in social media news, TikTok shares tips on how to get the most out of its creative solutions, Facebook releases a study on effective video approaches with Analytics Partners and The Lab, YouTube announces new updates for YouTube Studio and more.

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TikTok Releases A ‘Creative Solutions’ How-To Guide 

TikTok has released its latest creative guide to provide background, best practices and tips for brands seeking to fully utilize its creative solutions.

Why it matters: Brands in pursuit of building a successful presence on TikTok must understand what works with the community and its unique characteristics, while aligning creative campaigns with organic trends. 

The details: According to TikTok’s guide, capitalizing on trends, making sound a priority, communicating with the community and expressing with authenticity (especially) are some of the primary ways in which creators establish a successful presence on the platform. The guide advises on everything from messaging, budgeting and how to best utilize TikTok’s resources like its Creative Center, Creator Marketplace and Video Editor, among others.

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Facebook Releases New Insights About Critical Components Of Effective Videos

Facebook commissioned Analytics Partners and The Lab to release a “social online video effectiveness report” that addresses new trends in the realm of video, how it is the pre-eminent medium for brands reaching new customers and what that means for marketers.

Why it matters: With video content’s domination over other mediums in the current arena of marketing and customer engagement, brands seeking to keep up must adopt new strategies and tactics as outlined in the new report.

The details: The report addresses the rising long-term return on investment (ROI) potential of video content with copy quality and creative—e.g., content, communication, engagement—which is driving improved performance significantly more than elements like scheduling, targeting and duration. 

Additionally, The Lab created a new measurement scorecard to rate performances of in-video elements. Best practices on the seven most important ones advise that online video creative should: (1) be built for mobile, (2) disregard sound as a necessity, (3) showcase the product or service, (4) include one primary message, (5) spotlight the message at the start of the video, (6) get to the point quickly and (7) include movement or fast edits at the start of the video to draw in attention. 

The full guide includes several more recommendations, case studies and specifics on each aspect of successful video creative.

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YouTube Issues New Updates For YouTube Studio

YouTube has announced the release of several new updates for YouTube Studio including dark mode on desktop, hashtag autocomplete suggestions and more.

Why it matters: The additions, while not necessarily monumental or game-changing, aim to provide more insight and management options and can improve creators’ usage of the app.

The details: Among the updates are dark mode on desktop, a highly requested feature. Additionally, the new mobile and desktop ‘Hashtag Autocomplete Suggestions’ option within the video upload process will show the number of videos that have used each hashtag in their description or title, in addition to channels that are associated with each tag. 

Coinciding with the rise of Shorts, Youtube’s new ‘Mentions’ tab in the comments inbox will help creators track their mentions across the app on desktop and keep comments and mentions separate from each other. 

Lastly, starting next week, Youtube will be launching its updated-in-real-time channel and video insights on mobile, which transforms the app into something more akin to its desktop counterpart.

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Instagram Adds New ‘Audio’ Search Tab 

Instagram’s search tab now accommodates a new audio search, making it more convenient for users to tap into music trends that are available for use within the app.

Why it matters: The update comes as Instagram attempts to quell the TikTok resettlement by maximizing Reels usage and promoting it, and related tools, to a level competitive enough to take on the music- and video-based app that boasts 130 million active users as of June 2021.

The details: A TikTok-like display of the Reels that have used samples of a specific song appears once users tap on the track they have searched for. The audio can be saved for future use while users get inspiration for how they can implement the audio into their own creations.

Interestingly, the update launches on the same day that YouTube has released its new ad campaign that promotes the exact same feature within its own TikTok-like competitor, Shorts.

As these features become more and more similar across platforms, the trend of non-TikTok apps incorporating TikTok-like features will continue as long as TikTok continues to capture younger audiences.

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YouTube Introduces New Shorts Ad Campaign 

Youtube has launched a new global video ad campaign that seeks to boost Shorts usage by getting creators to embrace “the shorter side of YouTube.” YouTube’s campaign showcases how users can create their own take on popular music trends.

Why it matters: With music videos being one of the most popular uploads on the platform, YouTube is enlisting new talent and tools in order to compete with TikTok. And given the massive popularity of music videos on YouTube, it’s not as much of a stretch to assume that the new feature will be a significant opportunity for YouTube to maintain creators and engage viewers.

The details: The new campaign highlights the TikTok-like features of Shorts with musicians such as The Weeknd and Camila Cabello. With the new update, users can add their own take when viewing a music video by simply tapping the ‘Shorts’ button. 

Considering that YouTube is tracking 15 billion daily views of Shorts clips—a more than 100 percent increase over usage in April 2021—the new campaign is likely to capture the attention of those who’ve caught onto TikTok compilation videos on YouTube and those that are aware of cash payment for top-performing Shorts. Whether all of these features and incentives will prevent creators and viewers from venturing over to TikTok remains to be seen, especially given that the two platforms still seem to be serving different purposes and users.

This week in social media news, TikTok tests stories and inks a partnership with Publicis Groupe, Instagram highlights top creative in a new section under its Professional Dashboard, Facebook advertisers shift to Amazon after Apple updates and more.

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TikTok Pilots Stories As Twitter Terminates Fleets

TikTok has launched a pilot of TikTok Stories, as spotted by social media expert Matt Navarra and reported by TechCrunch. During the pilot, TikTok plans to gather insight before deciding whether it will expand it to all users.

Why it matters: The new feature allows TikTok users who don’t post regularly a more streamlined approach to begin engaging with the platform, an approach they’re likely familiar with if they’ve used a similar feature on Instagram, Facebook, Snapchat, Pinterest or Twitter’s newly axed Fleets. The option also allows regular users to engage with the community in a more laid-back fashion without having to be on LIVE. For brands, Stories allows for expanded opportunities to advertise.

The details: TikTok Stories resembles its counterparts on platforms like Instagram and Snapchat, for example in duration, the ability to record or upload and more; though it differs in one key respect – users’ ability to comment publicly. Users can view the number of people who have viewed a TikTok Story and whether they’re following those viewers. They can also tap a button via the new navigation bar on the left side of their screen before adding text, stickers, sounds or effects.

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TikTok Announces Partnership With Publicis Groupe To Expand Access To Commerce Tools

TikTok is expanding its reach into commerce through a global partnership with Publicis Groupe. The partnership will provide Publicis clients with access to TikTok’s commerce tools and give TikTok more opportunities to help brands and creators maximize potential on the platform.

Why it matters: According to a press release, brands utilizing TikTok to engage with potential consumers will benefit from “unique learning opportunities, insights, and strategic counsel centered around driving product discovery and purchase intent….” The move is a part of TikTok’s ongoing monetization strategy as it attempts to keep creators happy (and paid) and struggles to find ways to monetize short-form video – an admittedly difficult task.

The details: Through the partnership, Publicis will reveal TikTok’s new commerce products, capabilities and creative solutions to an array of markets and clients. Additionally, in Publicis’ multi-week “Community Commerce Sprint’ program, a dedicated TikTok team will provide cross-functional support and coach brands on how to create and develop impactful commerce campaigns ahead of the holidays. 

TikTok will also gain new insights into consumer behavior through these campaigns, further bolstering its analytics offerings and monetization strategy and the ability to refine its commerce tools.

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Instagram Highlights Top Examples Of Creative Via Professional Dashboard

Instagram is helping brands improve their presence on the platform by featuring examples of exceptional organic and promoted posts under a new section on the Professional Dashboard of business profiles.

Why it matters: The addition provides brands and creators with fresh ideas on how to expand their profitability on the commerce side of Instagram. Access to this selection of hand-picked posts and ads by Instagram’s creative team will also help businesses in developing their own vision and understand how to promote their own campaigns.

The details: To those who have Business and Creator accounts, Instagram’s Professional Dashboard now features the new “See How Other Businesses Connect With People” and, “See How Other Businesses Are Growing” sections. 

In its ongoing efforts to help businesses of all sizes, these new options enhance Instagram’s Professional Dashboard tool by imploring users of the Dashboard to take note of what makes a “top” post or ad stand out, what about it captures the business’ voice and vision and how those elements can be applied elsewhere.

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Advertisers Shift To Amazon After Apple Privacy Shift

Ever since Apple rolled out its iPhone privacy changes in June, Facebook advertising has become less effective as brands seek alternatives such as Amazon, according to Bloomberg.

Why it matters: Amazon holds 10.7 percent of the US digital ad market. However, with iPhone’s privacy update, the retail giant stands to take hold of a larger share of the ad market as the inability to track internet activity has left Facebook with less to offer businesses advertising through its platform.

The details: With consumers bypassing Google to search for products directly on Amazon, and with Facebook’s effectiveness having dwindled, brands are beginning to recognize the value in advertising on Amazon to its 153 million US Prime members. 

The new phenomenon is in its early stages, meaning nothing can be said for certain about its future, though there are several examples of companies shifting significant portions of their Facebook ad budgets into Amazon or keeping Facebook marketing budgets flat while increasing their presence on Amazon. There still remain hurdles to advertising on the world’s largest online marketplace, such as the fear of losing a direct connection with consumers. Still, advertising represents one of Amazon’s fastest-growing and most profitable resources.

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Instagram Tests Ads In The Shop Tab

Instagram has launched the ability for brands with product listings to promote them as sponsored posts on the Shop tab front page. The platform says its goal is to “make shopping a habitual response in the app.”

Why it matters: Instagram is endeavoring to make its app more ecommerce-centric with an array of new tools and features, including its newest promotional addition, which allows for more exposure for brands and a more streamlined shopping experience for users.

The details: With this new update, users can tap a sponsored post, which will direct the user to the Product Details section for more details and images, with the possibility of exploring more of a brand’s products and website. Instagram’s new Shop tab ads will be tested with select US advertisers including Away, Clairepaint and Donny Davy, before it makes the feature available to all brands.

This week in social media news, LinkedIn’s new guide offers tips boosting your long-term brand marketing strategy, Snapchat launches a new section for self-serve scientific campaign experimentation called Campaign Lab, major brands reimagine their iconic ad campaigns with creators under TikTok’s Re:Make program, Facebook posts $29 billion in revenue in Q2, LinkedIn exceeds $10 billion in annual revenue for the first time and more.

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LinkedIn Launches Guide To Balancing Long And Short-Term Brand Marketing

According to a new LinkedIn guide, marketers previously invested about 45 percent of budget into brand marketing; today, the recommended split is 60/40 in favor of the brand. In its new guide, ‘Brand to Demand: Harmonizing Long-term Brand Strategy with Short-term Activation Tactics,’ LinkedIn offers tips on balancing long-term marketing investment with short-term demand objectives.

Why it matters: The pandemic has forced marketers to be nimble and quickly shift their messaging, as LinkedIn shows 96 percent of marketers wait no longer than three months before attempting to measure the impact of their brand campaigns. Yet research from Binet and Field found that marketers should allow their campaigns to run for more than six months before seeing an impact.

The details: First up, LinkedIn suggests considering two heuristics when improving your brand’s future position — the availability heuristic and affect heuristic. The former points to how readily available a brand is in a consumer’s mind when they’re ready to move. The latter states that if a consumer likes a brand, their views of the brand’s solutions and benefits will be positively impacted.

Next, LinkedIn found that 69 percent of marketers don’t believe that broad targeting is more effective than hyper-targeting. The key takeaway here is to balance narrowly focused and broader targeting for branding efforts.

In addition, LinkedIn’s research highlights the importance of balancing the usage of rational and emotional ads to build growth over time. It found that marketers are 2x more likely to produce rational ads vs. emotional ads, regardless of objective.

Lastly, brands should execute brand and demand strategies in conjunction as LinkedIn’s research also found audiences exposed to both brand and acquisition messages on LinkedIn are 6x more likely to convert.

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Snapchat Rolls Out New Campaign Lab To Enable Self-Serve Scientific Experimentation

Snapchat has announced a new section within Ads Manager called Campaign Lab, where advertisers can set up and act on scientific campaign experimentation in a self-serve way. 

Why it matters: Snap first launched Split Tests in Ads Manager in 2020 to help advertisers run scientific experiments on their marketing campaigns. Now, with Campaign Lab, advertisers will get access to actions, insights and learning agendas to inform their campaign strategy.

The details: Advertisers can access Campaign Lab in their Ads Manager navigation bar. In the Experiments tab, they can create new Split Tests and get customized recommendations in the Learning Center. Campaign Lab will also include detailed reports and show scheduled, ongoing and previously run split tests all in one place.

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Facebook Adds 30 Million More Daily Active Users In Q2 To 1.91 Billion

According to Facebook’s second-quarter earnings results, the company brought in $29 billion, a new record high, and 30 million additional daily active users (DAUs) — taking it to 1.91 billion on average.

Why it matters: Though Facebook added a considerable number of new users in the Asia Pacific region in Q2, DAUs stalled in the US and declined in Europe.

The details: Facebook’s ad revenue reached $28 billion, namely 98 percent of its overall $29 billion revenue. The company said ad revenue growth was driven by a 47 percent year-over-year increase in the average price per ad and a 6 percent increase in the number of ads delivered.

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TikTok’s New Re:Make Program Reimagines Past Iconic Ad Campaigns With Creators

TikTok has launched a new program called Re:Make that involves brands such as Skittles, Snickers and Old Spice resurrecting their previous popular advertising campaigns with help from TikTok creators.

Why it matters: TikTok is encouraging users to join the Re:Make challenge by creating renditions of their favorite ads under the #TikTokReMake hashtag, which will provide brands with ideas on how to enhance their own ads and understand where influencers fit in the mix.

The details: As part of TikTok’s Re:Make program, Mars partnered with creator @rosssmith and his grandmother to recreate Snickers’ 2010 ‘You’re not you when you’re hungry’ Super Bowl ad featuring Betty White.

Mars’ Skittles teamed up with creator/animator @maddiwinter and science creator @nickuhas to recreate its ‘Touch’ campaign.

Lastly, Old Spice reimagined its ‘The man your man could smell like’ ad — which has garnered 37 Cannes Lion since its 2010 release — by partnering with @munyachawawa and @niall.gray, who were tasked with incorporating UK references and British humor.

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Snapchat Debuts New ‘Open Your Snapchat’ Global Advertising Campaign

Snapchat is launching a new global ad campaign called ‘Open Your Snapchat’ to encourage users and advertisers to take advantage of its augmented reality (AR) features, reports Social Media Today. 

The campaign will extend to out-of-home and digital placements, which will include Snapcodes leading to custom creative and AR Lenses specific to major cities in the US, UK and Mexico, and eventually India.

Why it matters: According to Snap, about 200 million users engage with AR daily on the app while AR creators have made over 1.5 million AR Lenses.

The details: Snap’s new campaign will highlight its AR features via blanket billboards, buses, websites and more. Custom AR-driven experiences will appear in the following major cities: Atlanta, Charlotte, Chicago, Denver, Detroit, London, Los Angeles, Mexico City, Minneapolis, Mumbai, New York City, Philadelphia, Phoenix, Orlando and Tampa.

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LinkedIn Surpasses $10 Billion In Annual Revenue For The First Time

According to parent company Microsoft’s fiscal fourth-quarter earnings report, LinkedIn has exceeded $10 billion in annual revenue for the first time. LinkedIn’s revenue grew 46 percent for the quarter to nearly $3 billion.

Why it matters: As per Microsoft chief executive officer Satya Nadella:

“In the past five years since our acquisition, revenue has nearly tripled and growth has accelerated.LinkedIn has become a leader across multiple secular growth areas spanning B2B advertising, professional hiring, corporate learning and sales intelligence.”

The details: LinkedIn’s quarterly ad revenue surpassed $1 billion for the first time in the recent quarter, representing a 97 percent increase.

In addition, LinkedIn now boasts 774 million members, and user sessions were up 30 percent in the quarter compared with a year ago.

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Pinterest Reports Losing 24 Million Users In Q2 

According to Pinterest’s Q2 2021 Letter to Shareholders, despite reporting revenue growth of 125 percent YoY to $613 million, and monthly active user (MAU) growth of 9 percent YoY, the social media platform lost roughly 24 million users in the last three months.

Why it matters: As COVID-related restrictions ease and people spend more time outside of the house, Pinterest is no longer experiencing the “disproportionate” benefits it enjoyed during pandemic lockdowns. In essence, it couldn’t keep up with last year’s atypical growth.

The details: Pinterest reports that fewer MAUs ventured to Pinterest during Q2 than expected. Nevertheless, it maintains 454 million users after hitting 367 million in Q1 2020 and 416 million in Q2 2020, with MAUs on the mobile app having grown in the US and internationally YoY. International MAUs increased by 13 percent YoY while US MAUs decreased by 5 percent YoY. 

While Pinterest may not have as many users as projected, overall the users that remain continue to show their value as purchases made through the app and overall engagement remain solid.

Additionally, Pinterest said the number of Idea Pins — introduced in Q2 in 22 markets — created daily has grown by more than 7x since the beginning of 2021, and daily impressions from Idea Pins have grown more than 10x in the same period. 

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Facebook Restricts Ad Targeting Of Users Under 18

Facebook decided to prohibit advertisers from targeting users under 18 years of age based on their interests or activity on other apps or sites. Starting sometime this month, advertisers can target users under 18 only based on their age, gender and location. The change applies globally to Facebook, Messenger and Instagram, and includes more protections for young users than just ad targeting restrictions.

Why it matters: Because young people may not be prepared or knowledgeable enough to make decisions on how to avoid targeted ads based on their interests or activities — for example through ad setting controls or use of third party tracking blockers — Facebook has taken it upon itself to err on the side of caution and limit how advertisers reach younger demographics.

This new stance is a welcome reprieve after the backlash Facebook received over its Instagram platform solely for children under 13 – something other platforms have already created, for example, Facebook’s Messenger Kids and Alphabet Inc.’s YouTube Kids. 

The details: Youth advocates have succeeded in convincing Facebook to take a precautionary stance on the issue of youth ad targeting. New Instagram users under 16 will automatically have their accounts set to private, with the option to switch to public, in order to prevent contact from predators. Pavni Diwanji, Facebook’s head of youth products, said that Facebook is also using artificial intelligence (AI) to improve age verification and removal of underage accounts. 

This week in social media news, Twitter reports a 74 increase in year-over-year revenue in Q2, YouTube adds new sales lift measurement for connected TV ads, Snapchat posts record revenue and user growth for Q2, Pinterest launches shoppable Idea Pins and TikTok adds a new tool that lets creators schedule, manage and promote LIVE videos.

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Twitter Posts 74% Increase In Revenue Year-Over-Year For Q2

Citing a “broad increase in advertiser demand,” Twitter reported total revenue of nearly $1.2 billion—a 74 percent increase in YoY revenue for Q2 and the fastest growth the platform has experienced since 2014. In addition, Twitter saw an 11 percent jump in monetizable daily active users (MDAUs), from 206 million in Q1 to 206.2 million in Q2. 

Why it matters: Coupled with the world’s return to normal, Twitter introduced several new offerings and features in Q2 that helped boost its performance, including its first subscription service, its Spaces audio chat feature and its Tip Jar feature.

The details: In Q1, Twitter’s revenue grew by 28 percent; in Q2, that number came in at 74 percent. In its shareholder letter, Twitter said the impact from Apple’s iOS 14.5 updates was lower than anticipated.

Twitter’s ad revenue was up 87 percent year-over-year to 1.05 billion. It also showed a $65.6 million profit, following a $1.38 billion loss in Q2 2020.

As for Q3 revenue, Twitter anticipates bringing in $1.22 billion to $1.30 billion. It also expects headcount and total expenses to increase by at least 30 percent throughout all of 2021, however, it noted that revenue will outpace expenses.

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YouTube Adds New Connected TV, Audio Ad Updates

As ad spend rebounds, YouTube is introducing new CTV contextual signals in Display & Video 360, as well as new sales lift measurement for CTV ads. Plus, it’s adding new dynamic production capabilities to help marketers create tailored audio ads quickly and at scale.

Why it matters: YouTube says that many marketers have requested new techniques inspired by traditional TV advertising that will assure them their ads are being displayed in safe and relevant contexts.

The details: First up, YouTube’s new CTV contextual signals will enable advertisers to pick inventory by genre, length or livestream content. For example, if you wanted to associate your ad message to the Olympics, you’d select CTV live inventory under the “Sports” genre using Display & Video 360. Then, you could confirm that your ads are served against content that’s suitable for your brand.

Next, YouTube is adding sales lift measurement for CTV ads using Nielsen Catalina Solutions in the US to help advertisers quantify how their CTV ad impressions led to offline sales. This feature will include metrics like percentage sales lift, total incremental sales and return on ad spend, which advertisers can view in the Display & Video 360 interface.

Lastly, YouTube is enhancing its Audio Mixer solution with a new dynamic production tool that enables brands to use several segmentation rules, including location, schedule or audience to create personalized, relevant ads from a single audio creative.

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Snapchat Records Highest Revenue And User Growth Numbers Since 2018

For its Q2 earnings results, Snapchat reported $982 million in revenue and 293 million global active users, the highest growth it has seen in four years.

Why it matters: Snapchat chief executive officer Evan Spiegel credited the strong Q2 results to the company’s investments in new products and augmented reality (AR) technologies, which has resulted in more than 200 million users that engage with AR every day on average on Snap. In addition, there are over 200,000 creators building AR Lenses on Snapchat via its “Lens Studio” tool.

Spiegel added that the company’s Snap Original Shows reach more than 30 million unique users in the US. Snap also added 177 new international Discover channels in Q1, according to Spiegel.

The details: Snap’s daily active users increased 23 percent to 293 million during Q2, beating its prior record of 22 percent growth. Revenue for the quarter surged 116 percent to $982 million, outperforming Snap’s previous record 66 percent growth.

Snap expects Q3 revenue to reach from $1.07 billion and $1.09 billion, and daily active users to grow 21 percent to 301 million.

Snap’s TikTok-like feature “Spotlight” saw 49 percent quarter-over-quarter growth, with the average content submissions tripling compared to the prior quarter.

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Instagram Expands Reels Length Limit From 30 Seconds To 60 Seconds

Instagram will now let users record Reels of up to 60 seconds long, an increase from 30 seconds. The update comes after Reels’ first update last September when it extended the limit from 15 to 30 seconds.

Why it matters: Instagram launched Reels last August with the intention of recreating the TikTok experience for its users. This new video length limit update comes just as TikTok expanded its length limit for users from one to three minutes.

The details: Instagram is ramping up its video features to keep up with TikTok, Instagram head Adam Mosseri confirmed recently. Soon, Instagram will show users recommended videos from other accounts that they don’t already follow, a move that mimics TikTok’s “For You” feed.

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Pinterest Launches Shoppable Idea Pins, Paid Partnership Labels

Pinterest is launching an Idea Pins product tagging tool to all business accounts in the US and UK and a new paid partnership label in beta to help creators disclose brand sponsorship.

Why it matters: Pinterest research shows that 89 percent of Pinners are more likely to show shopping intent on products tagged in Idea Pins than on standalone Product Pins.

The details: In addition to giving creators a new product tagging capability in their Idea Pins, Pinterest will let creators earn commissions through affiliate links. Plus, select creators in the US, UK, Canada and several other international markets will now be able to disclose their paid partnerships via a new disclosure label.

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TikTok Launches New LIVE Events Tool For Creators

TikTok has recently launched a new tool called LIVE Events in select markets that will let creators schedule, manage and promote live videos. In addition, TikTok is adding a new Go LIVE Together feature, discovery tools, a LIVE Q&A suite of tools, improved keyword filters and ways for hosts to manage viewers’ activity.

Why it matters: TikTok’s new live tools build on the platform’s already robust creator offerings. Its current TikTok Live Stream Program lets creators earn money in the form of TikTok’s virtual Coins, Gifts and Diamonds from fans aged 18 or older.

TikTok’s new LIVE Events tool will help creators promote their livestreams and connect with users ahead of time and thereby earn even more for their live content.

The details: Creators can access TikTok’s new LIVE Events tool at the top right corner of their profile page, then fill out basic details such as the event name, start time and a description. TikTok will then review it before the scheduled event listing goes public.

Once the event is scheduled, influencers can share it though in-app messages and promote it with a LIVE countdown sticker on TikTok or outside of TikTok. TikTok will display how many people have signed up for the event.

The LIVE Events tool is now available in the US, Canada, Australia and New Zealand as TikTok tests it in other global markets.

In addition to TikTok’s new Go LIVE Together features, TikTok will soon share live videos in the For You and Following pages. TikTok said that the top live categories on the platform are Chat (Q&A), Gaming, Talents, Fashion and Daily Life.

To help viewers keep up with the livestream chat while tuning in, TikTok has also enabled a new feature called Picture-in-Picture that lets users continue watching live videos across their device on iOS and Android.

Additionally, creators can designate another person to manage their livestream before it begins. Then, during the live stream, both the host and the designated user can mute and block users to ensure the stream remains welcoming. Plus, hosts will have the ability to turn off comments or add up to 200 terms into the keyword filter to limit certain comments during the live chat. These words can be added throughout the livestream by hosts and the person helping them.