Social in Short

Social in Short: October 2021

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.

Instagram introduces ‘Collabs’

In an effort to increase influencer content, Instagram announced the launch of “Collabs.” The new tool lets brands and creators co-sign posts and Reels, sharing to both accounts and allowing both to view organic metrics. 

What it means for brands: 68% of those surveyed by Influencer Marketing Hub in 2021 said they consider Instagram “important” for their influencer marketing campaigns, and we’d have to agree. We can’t wait to test out Collabs with our clients this fall. It’s a great tool to ensure brands are seeing the full range of organic metrics from their influencer partners, while also allowing the content to get shared simultaneously across both pages.

Twitter launches Professional Profiles

Twitter has opened up Professional Profiles to all businesses and creators on the platform. Those who apply are able to add an “About” module that displays business information on their profile, as well as “Shop” and “Newsletter” modules. Professional profiles will also be the first to access new shopping tools as they are released. 

What it means for brands: If it seems like this is old news, it’s because it is. Facebook, Instagram, Pinterest and LinkedIn have had separate profiles for businesses for years. By Twitter finally introducing this separation, it allows businesses to validate their purpose on the platform outside of a verified mark. We’re most interested to see how the shop module expands with new tools in the coming months. 

TikTok shopping expands, including LIVE shopping

TikTok continues to add new partners for TikTok Shopping, allowing brands to create storefronts within the app. Additional features include updated product links, collection ads and a new LIVE shopping feature that helps brands connect with users in real time. 

What it means for brands: Ecommerce continues to be a huge focus at TikTok, and for good reason. The #TikTokMadeMeBuyIt hashtag has 4.6B views—that’s billion with a B. 🤯  TikTok users are 1.7x more likely to buy products, so additional shopping features will continue to entice brands to join the platform as we head into the holiday season.

Other updates of note

Looking for previous issues of Social in Short?