This week: Facebook aims to optimize for video, and updates its algorithm to do it; LinkedIn opens up about how it markets itself on the platform; Snapchat files for IPO despite apparent Instagram threat; Facebook video might come to a TV screen near you; Twitter to roll out anti-abuse tools; Slack's new product launch; and much more...
Skim to stay in the know!
1. Facebook's latest algorithm change, and what it means for you
New changes in Facebook's algorithm make video an even higher priority for the social network, and emphasize timely and accurate updates. The first change, rolled out last week, encourages brands and users to create more compelling video content by including the "percentage completed" (or viewed by users) as a factor in ranking those videos.
And to combat fake news, the social network's guiding algorithm now also includes signals that identify and rank authentic content, and introduces a new way to predict and rank when posts might be more relevant to users. Minimal impact is expected for publishers, but it sounds like it's time to get on your video game!
2. How LinkedIn markets on LinkedIn, and why you should take notice
Taking a glance at how the professional network markets itself on its own platform might hold the key to your brand enhancing and optimizing its own marketing efforts. A handy infographic assembled by Column Five based on a LinkedIn guide (registration required). Here are a few hints at best-practices:
- Content with statistics received 37% higher click-through rates and 162% more impressions than those without stats.
- Use dynamic macros to send personalized messages to prospects.
- Address your audience directly, not indirectly, to achieve higher engagement rates.
Check out the full infographic for much more!
3. Attack of the clone: Instagram Stories takes a bite out of Snapchat
Feedback from dozens of analytics companies, social media celebrities, and talent management companies suggests engagement is down on Snapchat ever since Facebook-owned Instagram introduced a replica of Snapchat's Stories feature in August 2016.
Most reports of viewership declines on Snapchat Stories range from 15% to 40%, with the same sources noting enormous engagement increases on Instagram.
Snapchat also hit its lowest number of downloads after Instagram Stories launched, falling to its lowest ranking all year on the app stores at #11.
All that could spell trouble for...
4. Snapchat's IPO
...and parent company, Snap, which filed its IPO on Thursday. The social network company was possibly in a hurry to maintain its value even as Instagram apparently steals its viewers, and settled on the New York Stock Exchange to file its massive initial public offering.
The company hopes for valuation of up to $25 billion. The filing included never-seen-before new data and metrics about the app (because it's remained behind private doors). The data revealed big revenue growth, but significant losses as well; and, while its advertising business is growing, the numbers also indicated that the app itself is struggling to grow.
5. Facebook video could soon come to a television near you
The social giant is reportedly working on an app for the likes of set-top boxes like Apple TV—a move that could bring Facebook video into your living room.
As the social giant continues to prioritize video, it makes sense that it would try to expand viewing possibilities, particularly with its network of 1.79 billion monthly active users worldwide. It's certainly not an audience to laugh at.
6. Twitter to roll out new abuse-fighting features soon
The struggling social network reached out to users directly back in December to crowdsource what important changes it could make on the platform, and requests to suppress harassment and abuse notably came out on top.
Now, without providing much of any detail, the company suggested that changes to mute/block and stop repeat offenders from creating new accounts would be taken very soon. A more detailed announcement is set to come in a matter of days, so check back next week!
This week, we'll tackle long overdue fixes to mute/block and stopping repeat offenders from creating new accounts.
— Ed Ho (@mrdonut) January 31, 2017
7. Messaging company Slack launches new product to power big business
The four-year-old messaging platform, used by companies as a sort of internal social network for employees to message, collaborate, organize, and share files, is launching a new product aimed at massive companies like IBM and PayPal.