2. TikTok educates small businesses with tips about, well, TikTok

During National Small Business Week, TikTok launched a new workshop series to inspire SMBs on how to utilize the platform and make the best out of it for their businesses. 

Brands can enjoy the four-week TikTok TakeOff series with tips for businesses at every stage of their journey. The workshops will happen on Wednesdays throughout the month, starting May 10. You can sign up for the TikTok workshops here.

3. YouTube offer inspiration on video content trends

YouTube launched a new video series to inspire and educate brands on what type of content is trending on the platform and beyond.

“Today, we’re launching a new series where we surface trends that really pop, that our experts are seeing around the world on YouTube. Whether you’re looking for inspiration for your next video, general YouTube knowledge, or opportunities to get ahead of rising trends, here are some key trends and insights to chew on.” ~ YouTube

For example, YouTube covers trends within virtual humans, narrative horror, majorette dancing, wash day routines, and nail art. You can find out more about the YouTube video series here.

4. Reddit tips brands on effective ad campaigns

Also celebrating National Small Business Week, Reddit published an insightful overview on how small businesses can create cost-effective ad campaigns. The social network guides brands on repurposing their social copy from other platforms on Reddit.

There are 6 main tips that Reddit wants you to know about:

• Communicate your brand’s vision and value proposition 
• Don't be too formal
• Tweak copy to include humor or cultural references
• Use Reddit like an actual Redditor with callouts to specific subreddits, users, or themes 
• Experiment with longer headlines
• Strike a balance of copy and creative to reinforce your message

Get more inspiration and knowledge on effective Reddit ad campaigns here.

5. LinkedIn celebrate their 20th birthday

LinkedIn is turning 20 this May, which makes it the oldest remaining social media platform. To mark the occasion, LinkedIn published an infographic with the milestones they’ve achieved through the years and how they evolved into the network for professional communications as we know them for today.

You can find more insights about LinkedIn’s 20 years of milestones here.

Last update: April 25th.

1. Instagram lets brands use 5 links in their profile bio

Instagram announced a long-desired new feature for brands. Now, you can add up to 5 links in your brand’s profile bio and thus drive more traffic to your website, e-commerce shop, or other hubs.

Instagram also shared new updates for Reels that can help brands tap into trends, boost their engagement, and create appealing content.

With the new Reel updates, you can:

• Discover fresh and trending ideas for content
• Improve your editing experience by bringing together video clips, audio, stickers, and text
• Get a better understanding of your Reels’ performance with new insights on total and average watch time
• Recognize fans and send gifts to creators

Read more about Instagram’s Reel updates here.

2. Twitter moves on with “Verification for Organizations”

Twitter’s Verification for Organizations program is now available worldwide. This is a replacement for the previous verification process for business users.

“Any organization that purchases a subscription to Verified Organizations will receive a gold checkmark and square avatar if they are a business or non-profit, or a grey checkmark and circular avatar if they are a governmental or multilateral organization. Learn more about profile labels on Twitter and what they mean.

In addition, organizations can choose to affiliate any individual or entity associated with them. An affiliated account receives verification (denoted by either a blue, gold, or grey checkmark) as well as an affiliate badge, a small image of their parent company's profile picture, displayed next to their checkmark. Clicking or pressing this badge takes a user directly to the affiliated organization, making it a great driver of followers from your whole network on Twitter.” ~ Twitter

You can read more about Twitter’s Verification for organizations here.

We will keep an eye out for more news on the topic and keep you updated.

3. TikTok teaches brands about creator collaborations

TikTok shared an 11-page guide for building effective influencer marketing campaigns based on research within the TikTok Creator Marketplace. The guide provides tips on how to find the right influencers for your brand and develop successful campaigns with them.

“We wanted to better understand how and why videos like this are so successful. So we analyzed more than 300 top-performing videos from the Creator Marketplace, TikTok's official platform for brand-partner collaborations, looking for patterns among the videos with the highest engagement rates. Then we validated our findings with first-party research to make sure they aligned with user sentiments. (Which they did.)” ~ TikTok

TikTok’s four main tips in the Making Creator Marketing Easy guide are:

• Ditch the script
• Find a natural hook
• Be strategic with trends
• Pick the right community

4. LinkedIn reveals viral spam detection 

LinkedIn published a new technical overview of its attempt to stop viral spam on the platform. Along the way, LinkedIn has hinted on insights about successful content on LinkedIn and how to align with the feed algorithm.

“As soon as a piece of content surfaces, the existing ML classifiers act based on the immediate features that can be computed, such as author and content related features. If it is found to be spam or policy-violating, then we either take an automatic action or send it for human review to decide on the action to be taken. For the content that is still present on the platform, we monitor the engagement signals, temporal signals, and spam related signals to detect the potential for viral spam during the content lifecycle on the platform.” ~ LinkedIn

You can find the full overview of LinkedIn’s spam combat here.

5. Meta inspires with marketing webinar series for SMBs

Meta released a new series of webinars with tips on how to improve your advertising performance on Meta’s platforms. 

The webinars are based on Meta’s “Performance 5” framework and provide knowledge for SMBs on how to drive better campaign results with more efficient use of budgets.

Last update: April 11th.

1. Twitter published their code – oh, and Twitter Inc. no longer exists

Exciting times at Twitter! On March 31st, they revealed their algorithm recommendation code on GitHub and promised further transparency around their algorithms. This brings exciting insights for brands on how their content ranks on the social network.

“On GitHub, you’ll find two new repositories (main repo, ml repo) containing the source code for many parts of Twitter, including our recommendations algorithm, which controls the Tweets you see on the For You timeline. For this release, we aimed for the highest possible degree of transparency, while excluding any code that would compromise user safety and privacy or the ability to protect our platform from bad actors, including undermining our efforts at combating child sexual exploitation and manipulation.” ~ Twitter

Another major change occurred to Twitter when on April 10, the company was merged into a new entity called X Corp.

“Twitter Inc. has been merged into X Corp. and no longer exists. X Corp. is a privately held corporation, incorporated in Nevada, and with its principal place of business in San Francisco, California.” ~ Twitter

You can read more on the Twitter merger here.

2. Instagram guides brands on DM usage

Instagram equipped brands with useful tips on how to use DMs to build personal relationships with customers and grow their business with Instagram messaging. On their new info page, Instagram shares what Instagram Direct is, practical tips on how and where to start their DM connection process, and case studies to get inspired by.

Learn more on how to maximize your Instagram presence via DMs here. 

3. LinkedIn is changing our feeds

LinkedIn revealed some product updates that will affect our feeds. Those changes and tweaks aim to engage LinkedIn users with topics they are more interested in.

The LinkedIn feed changes, in a nutshell, are:

1. Navigate your feed around what matters to you

2. Search, discover, and go deeper on topics you care most about – posts, newsletters, groups, events, and more

3. Unlock knowledge from the world’s professionals

4. Discover suggested posts to help you find interesting and relevant content

5. Control and give indications to what you like (or don’t like), so LinkedIn can continuously improve the user experience

You can read the full overview on the LinkedIn feed here.

4. TikTok advises brands to tap into communities

TikTok shared tips for brands on utilizing the power of communities on the social network. They believe that’s a great way to maximize your messaging and boost your brand awareness towards new audiences.

“Embrace communities and their subcultures—that’s where true inspiration lives. 76% of users say they like it when brands are a part of special interest groups on TikTok.” ~ TikTok

TikTok recommends brands take on a 3-step approach:

1. Find your communities
2. Develop your content strategy
3. Create content

The social network recommends using their Keyword Insights Tool to find your brand's relevant TikTok communities and then tailor your messages. 

You can find the full overview of how to utilize the power of TikTok communities here.

5. Meta gives tips on maximizing ad campaigns

Meta launched two new video series to help brands boost their ROI from Facebook and Instagram ads. The tips and guidance are based on the experiences of internal and external experts.

The first video series is called Performance talks where Meta and other marketing experts like True Classic’s Ben Yahalom, Pepper’s Jaclyn Fu and PMG’s Carly Carson talk about the latest trends and innovations in ad buying and digital marketing.

“In this series, we will hear from innovative businesses about their marketing priorities, the industry trends making an impact and the Meta tools they use to grow.” ~ Meta

The second video series is called Ask an Expert, which provides guidance on questions asked by the community on hot topics around Facebook and Instagram ads.

“Our new Ask An Expert series has the answers to these questions and more! In four episodes, our best-in-class in-house experts break down how to use Meta tools to help grow your business. To get started, find a question below, then watch the accompanying video to get an answer.” ~ Meta

Last update: March 28th.

1.Twitter announces changes in For You tab

Elon Musk shared that starting April 15, the only tweets displayed in the For You tab will be from Twitter Blue verified accounts. 

Voting in Twitter polls will also become an exclusive feature for Twitter Blue subscribers only. 

As announced earlier by Twitter, they are removing the legacy blue checkmarks starting from April 1 and focusing on the new Twitter Blue verification program.

2. Meta introduces new Meta Verified program in the US

It’s official! Meta announced its new Meta Verified program is now available for users in the US. They can subscribe for a blue checkmark on Facebook and Instagram for $11.99 monthly (Facebook only) on the web or $14.99 in-app. You need to sign up separately for each social network if you want to be verified.

The Meta Verified program gives you:

• A blue checkmark on Facebook or Instagram
• Proactive account protection from impersonation
• Dedicated account support from Meta’s team
• Exclusive stickers for Facebook and Instagram Stories and Facebook Reels
• 100 Stars a month to allocate to other creators on Facebook

Find out more and become Meta Verified here.

3. TikTok enables branded AR campaigns

TikTok added a new element to its Effects House AR creation tool to help brands make more engaging campaigns. It gives marketers new possibilities to use AR effects in their content and create more immersive experiences on TikTok.

“Branded Effects are custom effects sponsored by brands. They can be highly customized with branded elements and include features like calls-to-action and custom audience targeting to fit a brand’s specific campaign needs. To kick off Branded Effects in Effect House, brands can begin working with top effect creators who are already creating enormously popular effects on TikTok’s effect creation platform, Effect House.” ~TikTok

Find more on how to evolve your brand’s storytelling on TikTok with Branded Effects here.

4. Pinterest shares tips on effective Pin advertising

Pinterest published a guide with new Pin ad tips on how brands can attract, engage, and convert leads on the social network. It is based on feedback from over 120,000 Pinners and reveals that a multi-format approach across the different stages of the marketing funnel can be very effective on Pinterest.

"A full-funnel media strategy is the most effective way to keep your brand top of mind across the purchase journey. It lets you connect with customers not just when they’re in discovery mode, but also when they're ready to take action. When a customer sees ads on Pinterest from across the funnel—across awareness, consideration and conversion objectives—conversion rates are 3x higher.” ~ Pinterest

You can find more insights and tips in Pinterest’s Pin advertising guide.

5. LinkedIn starts new Podcast Academy

LinkedIn launched a new LinkedIn Podcast Academy. The academy is related to the LinkedIn Podcast Network, which is a collection of LinkedIn podcasts that was initiated last year.

“The LinkedIn Podcast Academy is a 6-month incubator pilot, which will connect emerging business podcasts with exclusive programming, coaching, tools and LinkedIn co-branding to expand and better reach their audience. This inaugural group of professional voices cover a wide range of topics in the professional arena: From leadership and entrepreneurship to human resources and technology.” ~ LinkedIn

Last update: March 14th.

1.TikTok wants to inspire copywriters

The social network added a tool that inspires marketers on how to finetune their ad copy. It’s in TikTok’s Creative Center under Keyword Insights and your copywriters can play with it to explore the keywords and phrases in TikTok ads that best fit your brand.

“Sometimes the biggest obstacle to making meaningful creative is finding the right words to use. Our new Keyword Insights tool helps you discover the top keywords that resonate with your audience and industry. Browse keywords that have appeared in real, successful ad campaigns. Then watch the ads themselves for ideas about how to incorporate those keywords into your script, ad text and overlays.” ~ TikTok

2. Twitter empowers marketers to do better video marketing

Twitter launched a new video marketing education course on how to make your ads unskippable on the social network. Eight videos, ~ 2 minutes each, and lots of inspiration. 

“Receiving a list of best practices is always helpful, but it can be tough to translate a list of do’s and don’ts into a high-performing video. Content can become watered down when every tip on the list is implemented in a single advertisement without proper care - losing its entertainment value and creative spark. That’s why this course was created for creatives, by creatives, and doesn’t just teach you what the best practices are, but how to use them to think about and approach your next piece of content.” ~ Twitter

If you feel like it’s time to up your game with Twitter, check out the courses here.

3. Facebook brings Messenger back into the main app

Facebook reached a milestone: 2 billion daily active users and counting. Let’s hear from them on future plans which revolve around artificial intelligence, messaging, creators, and monetization.

“Over the last nearly 20 years, people have come to Facebook for lots of things, including to see what’s going on with their friends, family and groups where meaningful connection happens. There has been a shift the last couple years with people coming to Facebook more to be entertained, discover something new or see what’s going on in the world. These new reasons are why we are investing in AI-powered discovery.” ~ Facebook

We’re all excited to experience all new AI opportunities Facebook plans to offer on relevant content whatever the format as well as creators that can be interesting to brands.

Read more here.

4. LinkedIn introduces collaborative articles

LinkedIn launched Collaborative Articles powered by AI, which will match your brand with a user with specific expertise and input to join the conversation.

“These articles begin as AI-powered conversation starters, developed with our editorial team. Then, using LinkedIn’s Skills Graph, we match each article with relevant member experts who can contribute their lessons, anecdotes, and advice based on their professional experience. And, that’s when the real magic happens: when professionals share real-life, specific advice by contributing their perspectives to the work questions we’re all facing every day. Because starting a conversation is harder than joining one, these collaborative articles make it easier for professionals to come together and add and improve ideas - which is how shared knowledge is created.” ~ Daniel Roth, LinkedIn

Are you ready to try this new LinkedIn magic? Learn more here.

5. Reddit may delight marketers with a new option for video lovers

Reddit is looking into joining the video marketing scene on social media with a new Watch feed in the app. It’d let users enjoy a never-ending stream of video posts.

“As we head into our 18th year, a lot has changed, but our core ethos hasn’t: Reddit remains the de facto space for online communities. In line with this, in 2023, the product and design improvements you’ll see from us will simplify and streamline how people discover, join, and contribute (post, vote, comment) to communities and bring new ways to engage in conversations and content.” ~ Reddit

Last update: February 28th.

1. Meta tests paid verification program

Meta launched a test of a paid verification program ‘Meta verified’ on Facebook and Instagram. It is a subscription-based offering for brands to get special authentication via a badge on the social networks. This program is said to build trust for brands among their audiences and provides more support from Meta.

The program seems like Meta’s answer to Twitter’s verification scheme. Meta is testing it out in New Zealand and Australia for starters.

If you want to learn more on how to get your brand verified on Instagram (the good old fashioned way) check out our blog.

2. Snapchat integrates ChatGPT

At their 2023 Investor Day, Snapchat surprised us with the news that they launched a new chatbot element for Snapchat+ subscribers called ‘My AI.’ It will integrate ChatGPT elements in the platform and offer AI-generated responses to queries.

Grab the popcorn and let’s see where this will take brands on their social media journeys.

3. TikTok adds data to Insights tools and Creative center

TikTok added 70,000 new insights to its TikTok Insights tools, which is an interactive app to help brands understand specific consumer trends and shifts. If you want to know more about TikTok’s Insight tools read more here.

TikTok also added insights to its Creative Center to highlight how popular specific products are in the app based on ad performance like impressions, view-through rate, comments, likes.

4. LinkedIn improves ad targeting and shares B2C tips

LinkedIn added new targeting options for their ads, enabling brands to reach the right audience based on their interests and maximize their LinkedIn ad spend.

“With 90K+ Product Pages, 6.1MM Service Pages, and interactions on Linkedin Pages increasing 48% year over year, we know brands and members are turning to LinkedIn to showcase their products and services, igniting interest and engaging with buying committees.” ~ LinkedIn 

LinkedIn also published a study in partnership with Nielsen that empowers B2C brands on how to improve their ad approaches and advises them to focus on aspiration, innovation and loyalty. Read more about LinkedIn’s study here.

5. Instagram introduces Broadcast Channels feature

Instagram is about to launch a new feature, ‘Instagram Broadcast Channels.’ It’s a so-called one-to-many messaging tool for creators that lets you directly engage with your followers at scale.

"Creators can use broadcast channels as a casual, quick way to keep followers up-to-date. They can use text, photo, video and voice notes to share their latest updates and behind-the-scenes moments and even create polls to crowdsource fan feedback. Only creators can send messages, while followers can react to content and vote in polls." ~ Instagram

Last update: February 14th.

1. Social data behind the Super Bowl revealed

It’s that time of year when marketers grab the popcorn to watch what their fellow marketers have been working on for the Super Bowl ads, not to mention how they are received in social media conversations online. 

“The brands that ran ads during Super Bowl LVII were collectively mentioned nearly 312,000 times during the game. That equates to 1,300 mentions of all the Super Bowl advertising brands per minute on Twitter during the game.” ~ Sandra Busch, Director of Editorial & Content, Brandwatch.

Are you ready for an in-depth recap of how brands and celebrities performed on social media during the Super Bowl this year? Check out our Super Bowl LVII in Numbers.

2. LinkedIn shares tips on B2B marketing KPIs

LinkedIn published an insightful guide on The 10 Most Common B2B Marketing KPIs and How to Use Them. It helps marketers identify the right KPIs and ways to measure and analyze them, thus improving their digital marketing strategy.

“The beauty of B2B marketing KPIs, when you're using the right ones, is that they provide a simple, focused way to gauge and course-correct campaign performance. But tracking the wrong KPIs can keep you from fixing problems and building upon successes in your campaign.” ~ Alexandra Rynne, Content Strategy Lead, LinkedIn 

You can find the LinkedIn B2B marketing KPIs guide here.

3. Pinterest launches refreshed Pinterest Academy

After showing steady increases in Q4 in both users and revenue, the social network revealed its revamped e-learning academy, where marketers can discover ideas and improve their knowledge on how to build a winning Pinterest strategy in an entertaining way. The Pinterest Academy covers everything you need to know on how to run successful and engaging campaigns on the social network.

“Whether you’re new to Pinterest ads or looking to boost your expertise, Pinterest Academy has it covered. From basics like ‘Why Pinterest?’ to modules like “Measurement solutions,” you’ll find instructions and tips for every step of the campaign process. Your target audience comes to Pinterest with intent to get something done. With Pinterest Academy, you’ll learn how to reach people at the right time with the right ad.” ~ Pinterest

4. Google introduces the AI wizard, Bard

In response to Chat GPT, Google launched the conversational AI service Bard that answers questions from across the web. After Microsoft shared that they are looking into integrating ChatGPT into Bing, it’s interesting to see how Google will respond to the AI challenge.

“Bard seeks to combine the breadth of the world’s knowledge with the power, intelligence and creativity of our large language models. It draws on information from the web to provide fresh, high-quality responses. Bard can be an outlet for creativity, and a launchpad for curiosity, helping you to explain new discoveries from NASA’s James Webb Space Telescope to a 9-year-old, or learn more about the best strikers in football right now, and then get drills to build your skills.” ~ Sundar Pichai, CEO of Google and Alphabet

5. Instagram advises on ad planning

Instagram is on a quest to inspire marketers in their advertising strategy with simple yet foundational tips. From planning to analyzing, the Instagram team is trying to guide you with insights on advertising.

For more inspiration check these tips on the best time to post on Instagram.

Last update: January 31st.

1. Twitter and TikTok both share their 2023 marketing calendars

The two social networks published 2023 Marketing Calendars to help marketers around the world mark the important holidays and events of the year and create great content around those.

You can find Twitter’s 2023 Marketing Calendar here.

“We’re moving more quickly than ever, and we’re still the place people turn to see and talk about what’s happening. A great example is the recent FIFA Men’s World Cup. We saw a whopping 147B impressions of event-related content on the platform, up nearly +30% from 2018. We also generated 7.1B views on World Cup video1, with everything from memes to nail-biter outcomes to history being made.” ~ Twitter

And you can discover TikTok’s 2023 Marketing Calendar here, filled with key celebrations and events happening within each quarter. The planner also offers some tips on how to use the holidays to strengthen your content strategy on TikTok.

2. Instagram is focusing on still photos (again)

Instagram is bringing back balance to our feeds. After video and Reels kind of took over in 2022, Instagram’s CEO Adam Mosseri noted in one of his Stories that this year photos will be getting more love and attention. The goal is to strike the right balance for Instagram users.

“I think we were overfocused on video in 2022 and pushed ranking too far, and basically showed too many videos and not enough photos. We’ve since balanced, so things like how often someone likes photos versus videos, and how often someone comments on photos versus videos, are roughly equal, which is a good sign that things are balanced.” ~ Adam Mosseri, Instagram

3. Pinterest tips brands on each stage of the purchase funnel

The social network shared insights and tips and tricks on how a brand to become a super star at pin marketing on each step of the customer journey. From awareness through consideration and conversion - each step reveals a marketing opportunity for brands on Pinterest.

“A full-funnel media strategy is most effective for maximizing results on Pinterest. The proof? When a customer sees ads across the funnel—awareness, consideration and conversion—conversion rates are 3x higher than when ads are seen for just one objective.” ~ Pinterest

4. LinkedIn wants you to know how profitable it is to market on – you guessed it – LinkedIn

LinkedIn’s parent company Microsoft shared that the social network showed great performance on quarter-on-quarter level. And the team behind it is trying to equip marketeers with insights on how to boost their engagement and ad performance.

“At LinkedIn, we’re excited to keep playing a role in your growth. LinkedIn Marketing Solutions surpassed $5 billion in revenue for the first time in July of 2022, and eMarketer projects that by 2024, LinkedIn will capture nearly 50% of all display ad spending and 25% of all digital ad spending.” ~ Alexandra Rynne, Content Strategy Lead at LinkedIn

You can find more insights and LinkedIn’s infographic here.

5. Meta launches new certification for businesses

Meta now offers a new Meta Certified Company program for businesses. It will help mainly digital marketing agencies showcase their marketing expertise on Facebook and Instagram.

“A Meta Certified Company is a company or organization that is recognized for their advanced expertise on the Meta Platform. For the first time, we’re offering Certification at the Organizational level, awarded to companies who achieve a threshold of individual Meta Blueprint certifications in specific focus areas.” ~ Meta

You can find out more about the LinkedIn certification program here.

Last update: January 17th.

1. Twitter introduces new timeline

Twitter rolled out its new swipeable timeline option, which enables users to switch between the main algorithm-based feed and a chronological one. 

The social network also shared plans on updated bookmarks UI, which you can find here.

2. Meta shuts down its Creator Studio

Meta is about to shut down its Creator Studio and move it to the Business Suite platform instead. The latter contains various management tools and features like analytics, messaging, and advertising.

3. YouTube updates its analytics 

YouTube introduced new analytics and display options with a focus on Shorts. Among the novelties will be data on subscriber growth, new subscriber recognition options, Shorts thumbnails, insights on content type, etc.

Shorts is a short video format (up to 60 seconds) introduced by YouTube, where you can share trends, ideas, casual daily life stories, and more.

4. Instagram gets a UI update

Instagram will introduce a couple of changes in February in their app layout and navigation. The main tweak is that the Shop tab will be removed from the main navigation menu, and the shortcut for creating content will again be placed in the center.

“You’ll still be able to set up and run your shop on Instagram as we continue to invest in shopping experiences that provide the most value for people and businesses across feed, stories, reels, ads and more.” ~ Instagram

5. Twitter launches Verification for Organizations

Twitter invited businesses to sign up for ‘Verification for Organizations,’ which will soon replace the current verification process for business users. You can apply now and get on the waitlist by adding your business’s Twitter handle and contact details.

Last update: January 3rd.

1. Instagram reveals its 2023 priorities

Instagram’s CEO Adam Mosseri shared the key focus points of the social network, which are to:

• Inspire people to be creative
• Help people discover things they love
• Spark connections between people

After reaching the 2 billion users milestone in 2023, this is what the Instagram team will focus on for brands and communities.

2. TikTok launches What’s Next Report 2023

TikTok published its third annual trend forecast to help brands shape their marketing strategies and meet consumers’ needs in 2023.

"2022 was the year people realized they didn't have to live their lives as they always have done - with different points of view and ideas transcending cultures on TikTok. Next year we're going to see more of this - as our communities get more confident and inspire positive change together. Against the backdrop of the increasing cost of living and its associated challenges, our What's Next report indicates people will be seeking new ways to achieve success, happiness and wellbeing - and TikTok will be a tool to help them find it." ~ Sofia Hernandez, Global Head of Business Marketing for TikTok

The three major trend forces on TikTok in 2023 are expected to be:

• Actionable entertainment
• Making space for joy
• Community-built ideals

You can find the full global 'What's Next' report here.

3. Snapchat publishes a new Gen Z consumers study

Snapchat created a new study in partnership with Omnicom Media Group on how brand messaging on social media affects Gen Z’s purchase decisions.

“Context matters for this generation and how brands show up – through messaging and media selection. If brands nail these two concepts, they’re already winning. Don’t worry, it’s not a complete redrawing of the plan, but rather a meaningful adjustment in your planning process that will help you move the needle among Gen Z.” ~ Snapchat

The key study finding is that Gen Z consumers tend to stay loyal to brands that speak about social issues and social change.

You can read more insights from Snapchat’s study here.

4. Reddit creates new Reddit for Business website

Reddit launched a new Reddit for Business website to guide brands in their marketing efforts. The resourceful website helps marketers with tips, inspiration, and case studies on how to develop and adjust their advertising strategy on Reddit to meet their audience’s needs.

“90% of users trust Reddit to learn about new products and brands. For context, that’s higher than Google, Amazon, Twitter, Instagram, and Snapchat. The communities’ trust turns into action. Redditors tend to be more informed consumers, more valuable buyers, and they go hard for their favorite brands. They’re also more likely to recommend the products they love - which never hurts.” ~ Reddit

You can find the new Reddit for Business website here.

5. LinkedIn introduces big ideas for 2023

Tomer Cohen, LinkedIn’s Chief Product Officer, set the tone for 2023 by sharing five important product updates we can look forward to from LinkedIn:

• #BigIdeas2023 – predictions for the year ahead
• Connecting professionals in an accessible way
• Exploring new career opportunities with personalized job collections
• A new way to do business purchases
• Scheduling future posts and getting insights about their performance

Last update: December 16th.

It’s that time of year when we look back at what’s happened in the social media marketing arena and prepare for what’s next in 2023. 

Here are some must-read reports and trends every social media manager should be aware of.

1. TikTok’s #YearOnTikTok report

TikTok published an overview of the app’s 2022 top clips, creators, and trends. The report equips social media managers with inspiration and insights about the best-performing content during the past year in various niches and categories.

"We’re honored to celebrate our global community who shaped this year's trends, shared new ideas, learned from one another, and turned their passions into careers and livelihoods throughout 2022. It's been truly inspiring to see over a billion people around the world show their creativity and come together to experience joy and find a sense of belonging on TikTok," said Vanessa Pappas, Chief Operating Officer, TikTok

You can find the full Year on TikTok report here.

2. Google’s “Year in Search” overview

Google released their Year in Search mini-site full to the brim with 2022’s key interests and trends among the community. It allows marketers to explore the year’s top search terms by topics and consider those for their future strategies.

“Wordle” was the top trending search globally, as guessing five-letter words every day became a way of life. On Assistant, one of the top asks on mobile this year was to “tell me a fun fact.” We saw pop culture continue to leave its mark as we searched for “how to become a fighter pilot” thanks to “Top Gun: Maverick,” and how to learn new languages, specifically Minion, High Valyrian and Klingon. Most of us also couldn’t seem to get songs from hit TV shows out of our head, with Ali Sethi’s "Pasoori" becoming the top global Hum to Search song.” ~ Google

3. YouTube’s “2022’s top trending videos & creators in the US”

YouTube shared their listing of top trending videos and creators of the past year to inspire brands and celebrate the community’s take on 2022.

“In 2022, you paid tribute to the loss of a legend, led a top creator to new subscriber heights and set a face revealrecord1. You also vibed out to a Puerto Rican superstar and drove a new class of short-form comedians to widespread success.” ~ YouTube

You can find the YouTube listings here.

4. Instagram’s “The 2023 Instagram trend report”

Instagram revealed their trend predictions for next year, highlighting anticipated key shifts among Gen Z users in 2023. The 22-page report explores insights in five trend areas:

• Recycle, Reuse, Reconstruct 
• Taking Action 
• Climate and Expressive Beauty 
• Alt Takes On The Metaverse 
• The Financial Renaissance

“From the financial renaissance to increased political participation, we’ve brought together the key issues and leading creators that will drive and shape culture in the new year. While this edition of the Trend Report covers topics like fashion, beauty, web3, dating, and more, at the heart of it all is community and connection.” ~ Instagram

5. Brandwatch’s 2023 Digital Marketing Trends 

We put together an unskippable report to help marketers navigate the digital marketing scene in 2023. It reveals next year’s biggest digital marketing trends, backed up with examples from real brands and tips on making the most of 2023.

You can — and definitely should — read the 2023 Digital Trends Report here.

Last update: October 17th.

1. TikTok inspires brands on Halloween

TikTok released an overview with ideas for Halloween in 2022, focusing on how creators build experiences on the platform rather than promoting features.

The platform also started hosting a new creator-led series on Halloween.

"Over at @myhealthydish, you can catch My Nguyen’s 21 Days of Pumpkin series, where she’s testing out recipes perfect for Halloween and beyond. For treat-worthy costume inspiration, Angelica Torres @candylover89official is serving all the looks, from the always-classic Mask look to a creepy spider.” - TikTok

TikTok also shared hashtags that are recommended for Halloween:

• #TikTokHalloween
• #HalloweenLooks
• #HalloweenDecor
• #Halloween
• #DiaDeLosMuertos

You can find TikTok overview on Halloween here.

2. Facebook tests collaborative options for Reels

Facebook continues to develop Reels, and according to Social Media Today it's testing a new feature that will enable users to invite co-authors for their Reel clips.

3. YouTube initiates @handles for channels

The social network launched @handles for channels which will enable brands to drive more traffic to their profile and promote their channel on YouTube.

“Handles are a new unique identifier (example @youtubecreators) & ALL YouTube channels will have one. Your unique @handle will help people find & interact with you & your YouTube channel. And because handles are unique (unlike channel names), it’s easy to confirm if you’re engaging with the right person or not.” -YouTube.

4. TikTok launches new add tools and performance insights

At its second annual event TikTok World, the social network announced new promotional tools that will help brands create new opportunities in the app. Among the new features were the Showtimes functionality for movie studios, a new campaign objective called Focused View, and many more.

Find out more about the announcements here.

5. Pinterest offers new insights and updated conversions API

The social network announced an update to its Pinterest trends tool that will provide marketers with more data on the latest trends and opportunities. They also launched a new API for conversions to help retailers get more shopping data.

“The Pinterest API for Conversions is a new secure and reliable way for advertisers to connect their data to Pinterest, allowing for better targeting and measurement. Through this tagless, server-to-server solution, advertisers gain continued performance visibility, while allowing for optimization on Pinterest ad campaigns.” - Pinterest

Last update: October 4th.

1. Instagram helps brands with Reel tips

Instagram published a guide on how businesses can unleash the power of Reels and boost their marketing strategies, especially this holiday season.

The social network released an overview with tips on Reels promotion and community building as part of a series of how-to guides.

You can read the full guide here.

2. Twitter introduces new video elements

Twitter is trying to improve the video experience on the social network by launching two new features.

Expanded video to full screen:

“Once the video has been launched in full screen mode, we’ve made video discovery easier as well. Just scroll up to start browsing more engaging video content. If you want to exit the viewer and go back to the original Tweet, click the back arrow in the top left corner.” ~ Twitter

New video carousel in the Explore tab:

“With our new video carousel, you can now easily find more videos you like alongside Tweets and Trends that might interest you. Just open the Explore tab to discover some of the most popular videos being shared on Twitter.” ~ Twitter

3. TikTok publishes a brand strategy guide

Is your brand looking for ways to improve its strategy on TikTok? The social network releases a new guide with tips on how to be more effective and achieve better marketing results on TikTok.

You can find the TikTok guide here.

4. Meta enhances cross-app switching and tools

Meta is trying to facilitate the process of switching between profiles and accounts across their platforms. They are trying a new profile-switching interface that will show you the number of notifications on each of the channels.

Meta is also rolling out a new account registration and login that will enable you to easily create new accounts across Facebook and Instagram.

“People new to our products can create a Facebook or Instagram account, and then use that account to sign up for additional ones. And people who have both a Facebook and an Instagram account can now easily use login information from one app to access the other, as long as their accounts are in the same Accounts Center.” ~ Meta

5. Reddit shares new research on key engagement trends

Reddit interviewed over 2000 social media users and published a new research report that examines the way the platform tackles community engagement and the role Reddit plays in it.

“Reddit users welcome brands into their communities. In fact, redditors want brands to actively participate in their communities and interact with them directly, offering brands the opportunity to cross the bridge from “outside advertiser,” to “members of the Reddit community,” and make more meaningful connections with their audience.” ~ Reddit

You can download the full Reddit report here.

Last update: September 20th.

1. Meta presents a new Measurement 360 framework

Meta published a guide called ‘Measurement 360’ to help marketers reconsider and strengthen their strategies regarding campaign measurement and align those with the new trends. The guide can inspire you on how to shape, monitor, and adjust your brand’s customer journey across social media.

“Measurement 360 is a measurement framework that helps advertisers utilize multiple best-in-class measurement solutions in tandem to track all components of a marketing strategy. Each tool is intentionally selected to address a specific need, providing both flexibility and transparency. Through Measurement 360, marketers can gain a holistic view of the customer journey in an agile, privacy-safe way and figure out if (and how) their strategies are actually working.” ~ Meta

You can find the full report by Meta and Deloitte here.

2. TikTok introduces TikTok Now

TikTok launched a new feature called TikTok Now that encourages users to engage with their friends with a selfie photo or a video at a random time every day. To do that, you need to use both your front and back camera, which looks similar to the BeReal feature.

“Making possible deeper connection and entertainment in a fun format, TikTok Now invites you and your friends to capture what you’re doing in the moment using your device’s front and back camera. You’ll receive a daily prompt to capture a 10-second video or a static photo to easily share what you’re up to.” ~ TikTok

3. Twitter releases new strategy guide for businesses and professionals

There is a new guide from Twitter with great tips and statistics on how to improve your strategy on the social network. In the guide you can find insights to prove whether Twitter is the right platform for your business, how-tos on optimizing your presence, creative tweet ideas, tips on ad formats, and handy checklists.

4. Reddit gives tips for the holiday season

Reddit published a new holiday marketing guide with insights and ides on how to maximize your efforts on the platform. You can find the full guide here.

5. Snapchat reveals the power of AR

Snapchat published a new report in partnership with Ipsos, presenting findings from a survey among 25K people across 16 markets on how consumers and brands view AR.

“When it comes to Augmented Reality and its full potential, brands are missing out by only seeing the tip of the iceberg.” ~ Snap

You can download the full Augmentality Shift report here.

Last update: September 7th.

1. Meta shares how their video distribution algorithms work

Meta published an overview explaining how its video ranking algorithms work. The key factors that the social network takes into consideration are:

Originality

This factor is related to Meta’s desire to enable the original creators’ work on social media. Original content is unique content your brand has created and posted directly on your channel instead of re-posting from another source.

Capture and retain attention

Meta values your video's engagement, which requires relevant storytelling that attracts and keeps the audience interested.

“Retention is one of the indicators of how well the content was received by the audience - a slow and gradual decline in the audience retention graph can show that the topic and structure of the video match well with what your audience wants to see, while an early drop off may mean that the content isn’t what the viewer expected.” ~ Meta

Loyalty and intent

“When people regularly come back to view an account’s videos, we take it as a strong, positive signal for distribution. This is especially true when we see that people actively search for your content or seek it out on video-first destinations like Facebook Watch or directly on your account.” ~ Meta

Engagement

“We prioritize content that sparks conversations and meaningful interactions between real people. To do this, we increase distribution for videos that inspire friend-to-friend or person-to-person interactions.” ~ Meta

You can read the full Meta overview here.

2. Twitter reveals the most effective Twitter ad combinations

Twitter shared inspiring material on utilizing best practices for advertising on the platform via successful ad combinations in your campaigns.

The social network analyzed over 350 brands studies containing around 7,000 uniquely promoted Twitter Ads and separated the results into three main goals:

Building brand awareness

Boosting purchase intent

Increasing brand favorability

Find the full Twitter overview here.

3. TikTok guides small businesses on how to start on the platform

TikTok initiated a new video series to help brands have a stellar kickoff on the social network. The video tutorials share tips and tricks on how to create:

• TikTok video in 7 steps 
• TikTok Business Account
• TikTok Ads Manager account

You can see the rest of the TikTok video series here. 

If you want to learn more about how to get to TikTok check out our detailed guide.

4. YouTube releases a guide on YouTube Shorts

The social network published a new 31-page guide on how to utilize YouTube Shorts for your brand. The overview covers topics such as:

• Creating video clips
• Editing content
• Making sense of the analytics
• Trends and tips 
• …and more

You can find the YouTube Shorts guide here.

5. LinkedIn is improving their post search

LinkedIn revealed how they are improving their search and discovery elements and more on creating a broader experience and discovery.

“Post search saw strong organic growth in 2020, with a 35% year-over-year increase in user engagement. As we watched content continue to grow and diversify on the platform, the Flagship Search team saw an opportunity to improve the Post search tech stack’s agility, with a strategic priority to enable members to create, find, share, and have productive conversations around high-quality content on LinkedIn.”~ Amol Chandla, Software Engineer at LinkedIn

You can find more information on this here.

Updated on August 24th, 2022

1.TikTok are introducing new shopping ads

TikTok have launched new Shopping Ads for brands to promote their products on instream. The feature offers three new formats:

• Video Shopping Ads
• Catalog Listing Ads
• LIVE Shopping Ads

“Shopping Ads is a simpler, smarter, and more advanced ad solution that helps brands meet shoppers wherever they are in the purchase journey, sparking demand and boosting sales. It’s a three-in-one solution with new formats to adopt and combine: Video Shopping Ads, Catalog Listing Ads, and LIVE Shopping Ads.” ~ TikTok

2. LinkedIn is testing new features to boost engagement

New updates are coming from LinkedIn aiming to empower the discovery and engagement in the app. 

Here are some of the highlights:

• New ways to discover conversations that matter and engage with those
• Meet the team section on the ‘job details’ page
• New post format to share your knowledge (carrousels might be on the way)
• Easy reminders to celebrate a colleague’s milestone or birthday
• Support for your groups so they feel safe and trusted

3. Instagram is educating us on their shops and product tags

Instagram published a 10-page guide on how to set up your shop and use product tags in the app. 

The guide can help you:

• Set up a product catalog
• Untap the power of Instagram for ecommerce via different features
• Utilize tips on how to use product tagging and other opportunities

4. Meta launches new Reel features

Meta introduced new Reel features to both Instagram and Facebook to enhance the user experience.

Here is what’s new in a nutshell:‘

• Add Yours’ sticker feature
• Creator Studio Insights
• Stars on Reels—a way to monetize as a creator
• Remix in sequence
• Crossposting from Instagram to Facebook
• Auto-created Reels for Facebook

5. Instagram reveals user home feeds’ algorithm

Instagram posted a new overview of the ways they decide whether a piece of content will be qualified for ‘Suggested Posts’ or the ‘Home feed’. The social network is trying to offer similar content that the user has consumed or related to the accounts he engages with.Learn more insights here.

Updated on August 9th, 2022

1.TikTok showcases how to skyrocket their results

Do you speak TikTok? Whether you are getting ready for your holiday campaign or just getting started with the media company — here’s a tutorial for all marketers. 

TikTok aimed to educate its audience by sharing valuable marketing tips and advice in a new video overview. Take your time to enjoy this new inspirational tutorial by train enthusiast and TikTok star Francis Bourgeois.

2. Instagram shares tips on influencer marketing

Wanted: powerful influencers! Isn’t this a common marketing challenge? Instagram tackled this by releasing an instructional guide on how brands can create meaningful partnerships with influencers. You can read the Instagram tips here.

3. LinkedIn launches new B2B community: LinkedIn Collective

Calling all B2B brands - LinkedIn has a great new source of inspiration for you - LinkedIn Collective. This community will be an excellent spot for all B2B marketers to share ideas and knowledge while interacting between themselves and LinkedIn’s editorial team.

“The Collective will offer groundbreaking thought leadership and content resources informed by LinkedIn data and insights, our team of experts, and leaders across the B2B marketing industry. With the Collective, we want to showcase what it looks like to build a content brand on LinkedIn, proper.” ~ LinkedIn

4. Meta opens new Advertise Success Center

Are you ready with your holiday ads? Meta created a special mini-site to help brands best leverage the opportunities their advertising model provides on Facebook and Instagram. The center offers a wide range of tips and resources to help brands up their game.

5. Twitter is testing tweet editing for Twitter Blue

Big awaited news! Twitter is testing tweet editing. This is a dream coming true for all brands, and creators and it seems to be an exclusive feature for Twitter Blue.