Social in Short

Social in Short: February 2020

Each month, our team of social experts digs through the trenches of the internet to find the biggest, best and most important news coming out of the social platforms we and our clients use daily.

Byte, a six-second video app, launches

Six-second videos are back thanks to Vine co-founder Dom Hofmann. Byte debuted at number two on the iTunes store, allowing users to share six-second looped videos. Byte’s predecessor Vine was shut down in 2016 when creators left the platform for networks like Instagram, YouTube and Snapchat to earn revenue.

Our take: We’re interested to see what happens to the next generation of Vine. With TikTok quickly adopting monetization models, Byte will need to hop on the pay train right out of the gate if they want to succeed. Maybe they can get it figured out in time for Halloween.

TikTok tests adding links on profiles

The platform is looking to allow users to add a link to a website within their profile. TikTok is also testing shopping links within videos.

Our take: While URL fields are standard on other networks, TikTok has shied away from them in the past. This addition could encourage brands and influencers to join the platform, knowing they can drive traffic to campaigns and offers. Being able to take something like Chipotle’s #GuacDance challenge and link directly to a coupon for free guacamole can connect online engagement and offline activity, making the platform a more viable tool to traditional marketers.

Pinterest adds Verified Merchant program

The program, which is currently accepting applications, will allow merchants to become verified. A badge will appear in product pins and in your profile so users can feel confident making a purchase from these companies. Per Pinterest research, 83% of Pinners have made a purchase based on content from brands on the site.

Our take: Verification on social media continues to be a priority for brands. By adding this option in a crowded market of images from blogs, websites and less-trustworthy areas, brands can stand out amongst the crowd and capitalize on the third largest platform in the US.

Twitter adds tool to avoid misleading voters

Users can report tweets that intend to suppress voters or mislead them.

Our take: The announcement is aligned with Twitter’s stance on banning political ads. As we get closer to the 2020 election, we expect to see other platforms make a stance against voter suppression as well.

Facebook adds auto-translate option for ads

Brands can now optimize their Facebook, Instagram and Messenger ads for a variety of languages through Dynamic Language Optimization. For those with local catalogs, they can target multiple languages in multiple countries.

Our take: For global ads, this is a game changer. We haven’t seen tests to tell how good the translation is, but if it works, this could save brands hours of time translating each individual ad. It’s worth noting that translation will not apply to text within images or videos, though.

Other updates of note

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