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.
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.
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.
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.
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.
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.
