Social in Short

Social in Short: November 2020

Each month, our team of social experts dig 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.

Twitter Launches Disappearing Tweets, Called Fleets

Following tests in Brazil, Italy, India, and South Korea, Twitter rolled out its newest feature worldwide this month. Like the name suggests, the newest form of Tweets are… fleeting. Similar to many other social platforms, Twitter’s latest update includes content that is featured on a user’s page for 24 hours. Before jumping to adopt Twitter’s newest feature, keep in mind that they have slowed down their rollout due to stability issues. Similarly, this month Facebook also released vanishing messages in Messages and WhatsApp.

What it means for brands: Platforms continue to expand their features, allowing for more flexibility in the way brands can share messages with consumers and followers.

YouTube Inserts Ads into Non-Monetized Content

Previously, YouTube only placed ads on content from creators who had enabled ads. The latest announcement from YouTube states, “Starting today, we’ll begin slowly rolling out ads on … videos from channels not in YPP (YouTube Partner Program). This means as a creator that’s not in YPP, you may see ads on some of your videos.”

What it means for brands: The good news for brands is there will be more options for ad space coming soon to YouTube. However, while many consumers are used to ads in their content, many creators opted to turn down significant ad revenue to keep their content ad-free. This latest change will take that liberty away from creators.

Snapchat Adds New Features to Promote App Downloads

In a release titled Momentum for Mobile Apps, Snapchat outlined their new features for app-based brands (like Uber and DraftKings) to promote those brands and drive app downloads. These new features create greater integration between Snapchat and brand apps—by allowing users to share experiences from brand apps to their Snapchat feed (like users sharing a song they’re listening to on Spotify to their Instagram Story) and also by allowing app brands to optimize their Lens campaigns for app downloads, using their newly added “Install Now” CTA.

What it means for brands: App-based brands tend to focus on downloads and new user acquisitions, so Snapchat’s increased focus on app-based brands could help make Snapchat a more critical tool for discovery and connection for consumers.

Is TikTok Banned in the US? Not Yet

Despite the Executive Order from President Trump for the Chinese-based app to sell to a US-based company or end operations in the US back in August, TikTok remains in operation. Late last month, TikTok received an extension on the finalization of their sale to Oracle/Walmart, so they now have until November 27th to get the sale approved by the US Government.

What it means for brands: TikTok’s future remains uncertain, but that is not discouraging users from enjoying the app. Back in September, the app saw a major surge in US-based app downloads over fear of the app being removed from app stores.

Other updates of note

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