Social Web Recap 07.08.17
A weekly annotated short summary of significant social web platform developments from the previous week, with links and carping marginalia as needed . . . Posted every Monday morning or thereabouts.
(This past week has seen few significant changes in the major social platforms. Perhaps staff are all on vacation, as I have been for the past two weeks in Europe. So if the report seems a bit attenuated, forgive me. I am sure they, and me, will be hard at it this week.)
Facebook Stories will be offered on Facebook’s desktop site, although it's only being tested in a limited release so far.
Of interest to advertisers, the Facebook Audience Network will now offer them greater control to set price targets for each ad placement through better forecasting of ad revenue and location-specific CPM targets.
The juggernaut is testing new functionality for its live streaming "the ability to go live— meaning start a live video broadcast— is appearing right within the Facebook camera screen."
And, finally, Facebook is looking to "encourage" publishers to create web pages that load more quickly in the News Feed (and spur publishers to use Instant Articles more.) The Verge reports that "Facebook says it will soon start punishing stories that load slowly by decreasing their reach, and prioritize stories that load quickly for users of Facebook’s mobile app."
Social Media Examiner reports that "Pinterest rolled out 'a small but very helpful new improvement' to its flagship app for iOS by adding the search toolbar and Lens Camera feature on the home feed" (Coming soon to Android?)
Another of those 'not-really-a-platform-update' piece, but given the popularity of GIFs on various social networks, the news is of interest: According to TechBrunch via The Verge, "GIF search engine Giphy will begin testing sponsored GIFs within integrated messaging apps." The sponsored ads will likely become available after testing on those messaging platforms with which Giphy already has relationships.
TechCrunch, which has been following closely the battle between Facebook, Instagram and Snapchat, finally finds something positive to say about a Snap Inc. move: "Snap Inc desperately needs ad revenue to redirect its sinking share price. So after a year of getting mercilessly copied by Facebook, Snapchat is returning the favor by launching its take on the Facebook ads Power Editor. This new Advanced Mode for its Snapchat Ads Manager lets big advertisers rapidly deploy complex ad campaigns with tons of creative variants."
Not a development per se, but it is interesting to note that 70.7% of US businesses are now using Instagram . . . almost double 2016's numbers. As well, video ads on the platform are growing with 25% of Instagram ads now single videos. And for those looking to ensure higher engagement with their Instagram posts, take note that "posts with location have 79% more engagement than those without."