This week's 'Skim: what Facebook's new war on "engagement bait" means for you; what name Amazon just trademarked, and why YouTube should be worried; Snapchat's the only app that teens would take if deserted on an island (which come in second and third?); Twitter's new business-friendly features make direct messaging more personal (and it ends year on a Wall Street high note, sorta); Snapchat lets brands and users make their own Lenses; AOL Instant Messenger's role in making social media what it is today; 2018 marketing predictions from LinkedIn's VP of marketing; and much more...

Skim to end the year strong!

1. Facebook announces clampdown on posts that beg for engagement

These days, it can sometimes feel like every other post on Facebook is something along the lines of "Tag a friend and say nothing" or "Tag a friend, and if they don't respond within ten minutes, they have to buy you Chick-fil-A." Well, the social network is now hoping to stop that nonsense.

Facebook is not playing along with those who are trying to game the platform's algorithm by publishing content that begs for users to engage. Facebook will punish that sort of "engagement bait," reducing an offender's reach unless they make up for their error by posting quality content.

Missing child reports, fundraisers, and travel tip requests, among others, will be omitted from the social network's new policing policy.

2. Recent Amazon trademark sounds a whole lot like YouTube

A new twist on the ongoing Amazon YouTube feud could be on the horizon in 2018: Amazon recently trademarked "AmazonTube," which the trademark application describes as "non-downloadable pre-recorded audio, visual and audiovisual works via wireless networks on a variety of topics of general interest."

That makes AmazonTube sound a whole lot like an on-demand video streaming network just like...YouTube.

Between Google's YouTube pulling its app from Amazon's Echo Show and FireTV devices, and Amazon's Prime Video app being unavailable on Google Chromecast, AmazonTube seems to be the next big arena where the two media giants square off.

3. Snapchat is still teens' favorite app, and things don't look as peachy for Facebook

Snapchat appears to be making gains among the highly coveted group of 13-18-year-olds that brands just can't afford to take off their radar. According to RBC Capital's latest social media survey, when asked to choose just one social media platform to be trapped with on a deserted island, 44% chose Snapchat. That's up from just 28% in 2016. Instagram and Facebook this year came in at 24% and 14%, respectively.

Fully 79% of teens surveyed claimed having a Snapchat account, whereas only 57% admit to being on Facebook. But Instagram claims 73%, so it's no wonder Facebook's constantly reimagining the platform with new features to copy Snapchat.

A surprise? Snapchat's most important feature to these young users is messaging, meaning the platform is also a threat to the ambitions of Facebook's Messenger and WhatsApp. Game on.

4. Twitter tweaks direct message features to make business more personal

Twitter's making another play to encourage more interaction between brands and consumers on the platform with its introduction of new features that ease communication between the two.

Businesses will now have nameable and editable welcome messages when creating Direct Message Cards as a part of campaigns to keep their messaging relevant to the campaign.

But what do users get in all this? They'll be able to see whether the messages they've sent have been read by a human customer service agent or a chatbot, thanks to the introduction of read receipts and typing indicators.

Can Twitter become the future of customer service on social media?

5. Ever wanted to create your own Snapchat Lens?

Snap Inc. wrapped up and delivered the gift of augmented reality dancing hotdogs just in time for Christmas. That's right, Snapchat's Lens Studio is now a tutorial-filled, free desktop app for everyone: Professionals and amateurs alike can dabble in 2D animations and bring them to life on Snapchat.

Lenses can be shared with the world via a Snapcode, which users can then scan to unlock access to the Lens. Lens Studio should enable more brand and individual users alike to personalize and diversify the Snapchat experience. Check out how it works:

6. Twitter ends the year high atop Wall Street

Enter your email address to continue reading

#SocialSkim: Facebook vs. 'Engagement Bait'; Amazon vs. YouTube: 11 Stories This Week

Don't worry...it's free!

Already a member? Sign in now.

Sign in with your preferred account, below.

Did you like this article?
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
  • Copy Link

  • Email

  • Twitter

  • Facebook

  • Pinterest

  • Linkedin


ABOUT THE AUTHOR

image of Christian Neri

Christian Neri is a digital marketing professional in the film & television industry, and a contributor to MarketingProfs. An American expat in Paris, he recently completed his MS in digital marketing at IÉSEG School of Management.

Instagram: @christianneri

Twitter: @christianneri