Social Web Recap 26.03.18
(My 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. )
CHART OF THE WEEK
I don't spend time worrying about brands getting better at selling us stuff on social, but this chart and other data reported by Sprout Social give a good idea of how we interact on mobile with products and services — 50% of millennials use the internet to research products before purchasing while 7 in 10 Gen Xers are more likely to make purchases from brands they follow on social. And the most heart warming number: 46% or people will unfollow a brand on social for posting too many promotional messages!
Video makers prefer YouTube to other social platforms as the place to post their creations and build viewers. But Facebook is making it more attractive—it hopes—to use its platform as a hub by launching a subscription feature to help video makers make a few bucks from followers. Recode's Kurt Wagner reports that "Beginning in mid-April, the company will roll out what amounts to a digital tip jar, where fans can send creators money each month in exchange for things like exclusive content, or a badge to put on their profile to show they’re a supporter." This is just one of three or four tools Facebook is testing to brighten video makers' prospects of success on their platform.
The 2017-2018 trend for livestreaming is infecting a number of major social platforms. So as not to lose a step on other livestream options, YouTube is adding the ability to livestream directly from desktop webcams. YouTube's ambition is to encourage "more beauty vloggers and product reviewers" to transmit live in addition to posting videos on their site.
The increasingly popular cloud-based team collaboration service doesn't say much about the fact that bosses can, if they like, get access to their employees' Slack direct messages. 'Plus' paying customers could previously export 'compliance reports', which included DM content. However, Jack Morse at Mashable reports that "In an update buried on a help page, Slack says that as of April 20, 2018, it's doing away with compliance exports. Good news for the privacy-inclined, right? Not exactly. That's because the associated power to read private messages isn't going anywhere." Troubling don't you think?
Pinterest is ostensibly a place "where people discover new ideas and find inspiration to do the things they love" and then post the images on 'boards'. But it has also steadily become a place for posting images of coveted products . . . and for businesses to make those products readily available for purchase. Not surprisingly then Pinterest has been slowly rolling out something called 'Shopping Ads' which "automatically create promoted pins from an existing product feed for a retailer. That means it’s basically one less thing for retailers to worry about as they add more and more content to the service."
Thankfully, Instagram is taking a step back from its unpopular algorithmic feed by introducing a 'New Posts' button that "lets you choose when you want to refresh, rather than it happening automatically." Other changes made last week will also "ensure that newer posts are more likely to appear first in feed." Any complaints? Doubtful.
A couple of months ago, Instagram introduced the ability to follow hashtags. It has now announced that you can add hashtag and profile links in your bio, which "become live links that lead to a hashtag page or another profile." (The link explains the details on how to add # or @ and what happens when you do.)
Doubling down on SnapMap, its mapping update introduced last year, Snapchat has added "a new feature called Map Explore which will let you thumb through Snap Map updates in a more methodical way, so that you can see where your friends are and where they’re traveling."