Social Web Recap 21.05.18
My weekly annotated summary of significant social web platform developments from the previous week, with links and carping marginalia as needed . . . Posted every Monday morning or thereabouts.
Love the Numbers
It's hard to know whether to feel sorry for Snapchat or not. A survey released last week by YouGov Brand Index identifies a substantial decline in positive sentiment towards the app among its core demographic — 18 to 34 year olds. As researcher Paul Hiebert comments. "Since Snapchat began rolling out its controversial redesign late last year, the app’s Impression score — which asks consumers if they have an overall positive or negative impression of a specific brand — has tumbled . . . Indeed, the 73% decrease has essentially wiped out all the positive consumer sentiment Snapchat has gradually built since the beginning of 2016."
YouTube is adding a new music streaming service. YouTube says it will offer "official songs, albums, thousands of playlists and artist radio plus YouTube’s tremendous catalog of remixes, live performances, covers and music videos that you can’t find anywhere else - all simply organized and personalized." YouTube Music — with a redesigned mobile app and brand new desktop player designed for music — will be rolled out on May 22nd.
Messenger is providing an easier way to report unpleasant conversations on mobile. You tap the troublesome person's name and scroll to 'Something’s Wrong', then select from several categories such as harassment, hate speech, or pretending to be someone else. "You can also choose to ignore or block the person you are reporting. After completing your report, you’ll receive a confirmation that it was successfully submitted for review."
Another discovery of what-might-soon-be from the intrepid Jane Manchun Wong, who spends a lot of time diving deeply into Instagram's code. She found "Code buried in Instagram’s Android app (that) reveals a 'Usage Insights' feature that will show users their 'time spent'." This is good news for people who'd like to measure how troubled they should be about how much of their day they spend on Instagram.
Instagram now lets users share posts "both from their own account and from public accounts they follow — directly to their story as a sticker . . . Any post that you share to your story still will include the original poster’s username, along with a link back to the original post."
In the ongoing effort to restrict trolling behaviours, Twitter has introduced new behavioral signals into how tweets are presented. Among the new signals they're using, most of which you can't see, are for example "if an account has not confirmed their email address, if the same person signs up for multiple accounts simultaneously, accounts that repeatedly Tweet and mention accounts that don’t follow them, or behavior that might indicate a coordinated attack." They will also be looking at "how accounts are connected to those that violate our rules and how they interact with each other."
Two ideas come out of this story by Ilyse Lieffreing at Digiday — Snapchat seems to have hit something of a home run, okay may be double, with its Snap Ad to augmented reality (launched last November) — "a form of a Snap ad where people swipe up on a video or image to trigger a related branded lens" — and the fact that it was the first augmented reality ad that you could buy 'programatically' (real-time algorithmic sale and purchase of advertising) . A hundred brands have already run them.
Facebook announced a bunch of changes to its 'Stories' that will delight marketers and advertisers, including testing (in the U.S., Mexico and Brazil) "5- to 15-second video ads users can skip, and while there’s no click-through or call to action now, Facebook plans to add that in the coming months. Advertisers can easily extend their Instagram Stories ads to this new surface, or have Facebook automatically reformat their News Feed ads with color-matched borders and text at the bottom. Facebook also plans to give businesses more metrics on their Stories performance to convince them the feature is worth their ad dollars."
Apparently Facebook is working on "a new dedicated platform designed to make it easier for companies to find influencers whose message best dovetails with their brand", including search, suggested creators, and saved lists