Social in Short

Social in Short: June 2022

Instagram introduces greater flexibility to the grid and continues to prioritize Reels to compete with TikTok.

Instagram adds option to pin posts on profile

As explained by Instagram, “You can now pin up to three posts (photos or Reels) to remain at the top of your profile grid, giving creators more flexibility to express themselves on their profiles.” Over the last few months, Instagram has been testing the pin feature, as well as an option (not yet available) for users to rearrange previous posts in their grid in any order they choose. These tests and recent updates are a sign of Instagram’s intention to give users more control over their profile display.

What it means for brands: This update provides brands with more ways to showcase priority elements of their profiles for new or returning viewers to their grid. This update will likely add another consideration for future in-feed posts with opportunities to create content with pinning in mind.

Instagram algorithm prioritizes Reels

It’s no secret that Instagram will prioritize its latest passion project in order to encourage brands and creators to adopt video, and that is exactly what we are seeing with Reels. Since 2019, the average engagement rate has been steadily decreasing for traditional formats—carousels, images, and standard videos. However, those who have adopted Reels into their social strategies are reaping the benefits of greater engagement.

What it means for brands: If you haven’t already, it’s a great time to start integrating Reels into your Instagram strategy. Not sure where to start? Instagram has shared tips for maximizing your approach to Reels.

Twitter tests shopping reminders for product drops 

The new feature, called Product Drops, allows brands to tease items before they go on sale, and customers can opt in for in-app notifications. Twitter is jumping on the e-commerce trend that has been successful for other platforms, like Instagram, which has an entire tab dedicated to shopping. Shoppers already discuss highly anticipated releases on Twitter, and the introduction of Product Drops leans into this behavior and allows brands to engage consumers where they’re already discussing a product. 

What it means for brands: Now there’s one more channel to support brands’ ecommerce efforts. Use Twitter’s new feature to help build a robust social shopping portfolio.

Other updates of note

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