May 2022 Social Media Platform Updates
Thursday 2nd June 2022
by Beth Perrin
May 2022 Social Media Platform Updates
Thursday 2nd June 2022
May was another busy month for our favourite social media platforms, with plenty of updates and new features being released across Facebook, Twitter, Instagram and more. Check them all out below to see which ones might be useful for boosting your business presence or improving your experience as a casual user.
Facebook Removes Podcast Feature
In June last year, Facebook jumped aboard the ongoing social audio trend, adding Live Audio Rooms (similar to Spaces on Twitter) and a podcast feature which allowed podcasters to promote and share their most recent episodes on their Facebook page with an embedded miniplayer. However, at the start of May, Bloomberg reported that Facebook would now be removing these options, as a result of decreasing interest and a broader shift away from audio options. The platform is focusing on other initiatives instead, such as the Metaverse, Reels and Facebook Live.
Facebook is pulling out of podcasts and plans to remove them altogether from the social-media service starting June 3 https://t.co/WLEiakAtPK— Bloomberg (@business) May 2, 2022
Twitter launched a public test of its new Twitter Circle tool, which will enable users to share tweets with a custom group of up to 150 people in the app. It’s different from having a protected/private account, as with this type of account, all of your tweets are only seen by your followers rather than the general public, whereas Twitter Circle lets you choose a specific audience for each tweet - so you can decide if you want a piece of content to be seen by everyone or just a small group. It’s currently only available to a limited number of people globally.
Some Tweets are for everyone & others are just for people you’ve picked.— Twitter Safety (@TwitterSafety) May 3, 2022
We’re now testing Twitter Circle, which lets you add up to 150 people who can see your Tweets when you want to share with a smaller crowd.
Some of you can create your own Twitter Circle beginning today! pic.twitter.com/nLaTG8qctp
TikTok-Style Display on Instagram & Twitter
Both Instagram and Twitter have begun trialling full-screen scrollable feeds, which are very similar to the display style seen on TikTok. On Instagram, this update will be applied to the main home feed, whereas on Twitter, it will only appear on the Explore page, not the home feed. The Twitter version is primarily focused on video tweets, although regular text tweets are also integrated into this new layout. As for Instagram, the full-screen feed is evidently set up to prioritise Reels, so it’s unclear at this stage how photo posts will look when (or if!) this format eventually gets rolled out to all users. What do you think? Are you happy for TikTok features to be copied by other platforms, or would you prefer each social app to remain unique?
My Twitter is now TikTok 😯 pic.twitter.com/mOULom2Mi7— Matt Navarra (@MattNavarra) May 6, 2022
New Meta Business Messaging Tools
Meta announced some new options for businesses that use its range of messaging tools. Firstly, ads with the ‘Start WhatsApp Chat’ objective can now be built directly in the WhatsApp Business app instead of having to be created in Meta’s Ad Manager, making it much faster and simpler to get started with this ad format.
Secondly, WhatsApp messages are now merged into the Meta Business Suite inbox, which previously only showed messages from Messenger and Instagram DMs. This will help businesses centralise their communications and streamline the response process.
And finally, a “Get Quote” button is being tested on some businesses’ Instagram profiles, along with a matching sticker in Stories. This allows businesses to set up custom questions to ask customers prior to starting a conversation. Once they’ve filled out this short questionnaire, people are then able to quickly request a quote from a business.
TikTok unveiled a new program called TikTok Pulse, which the platform describes as “a contextual advertising solution” that lets advertisers showcase their brand next to the top content on the For You page. TikTok explained: “Pulse is designed to give brands the tools and controls to be a part of these everyday moments and trends that engage the community.” Advertisers will be able to choose from 12 categories to place their ads, such as beauty, fashion, cooking and gaming, meaning they can position their branding beside the most relevant content. Ads will only appear alongside verified content to ensure brand safety, and the program is currently only available to creators and publishers with at least 100k followers.
We're excited to introduce TikTok Pulse, a new contextual advertising solution that lets advertisers place their brand next to the top content in the For You Feed.— TikTok for Business (@TikTokBusiness) May 5, 2022
Learn how TikTok Pulse can help brands stay on the pulse of entertainment and culture: https://t.co/siY6JmJAkJ pic.twitter.com/i6gJIRTV72
Updated Reels Monetisation Options
Meta has upgraded its monetisation opportunities for Reels on both Facebook and Instagram, with more accurate Reels Play Bonus payouts and a new ‘Challenges’ feature to incentivise original content. Each creator in the program will be able to participate in a series of cumulative challenges each month, ‘unlocking’ the next one each time they complete one. For example, they might start out by earning $20 when 5 of their Reels reach 100 plays each, then continue to earn $100 when 20 of their Reels reach 500 plays each, and so on. Meta hopes that this will entice more users to get involved with Reels and will give people more exciting ways to make money from their creations.
Twitter Spaces Analytics
All hosts and co-hosts of Spaces on Twitter can now access full analytics for their broadcasts, including the total number of people that tuned in, the total speakers in each session, replay counts, duration and more. This will make it easier for users to plan future Spaces and make more informed decisions about what to discuss in their upcoming audio content, based on real data regarding engagement and reach rather than guesswork and assumptions.
learn more about your Space ✍️— Spaces (@TwitterSpaces) May 4, 2022
Hosts and co-hosts on iOS and Android will now have access to analytics like total live listeners, total replays, and speakers — take a look and let us know what you think! pic.twitter.com/OrCDKJXOhx
Friends Tab on TikTok
As platforms grow bigger and bigger, it can sometimes feel like they’ve forgotten about the ‘social’ part of social media, prioritising content shared by famous figures and those with large followings instead of friends and family members. However, in May, TikTok announced a new Friends tab in the app, which will highlight posts from followers that you follow back and accounts that you follow, differing from the current Discover tab which shows videos posted by people you don’t necessarily know. You can now also link your Facebook account to connect with your Facebook friends, creating a more interpersonal experience.
As we continue to celebrate community and creativity, we're bringing a Friends Tab to more people over the coming weeks, which will allow you to easily find and enjoy content from people you're connected with, so you can choose even more ways to be entertained on TikTok. pic.twitter.com/GdVpPbxio6— TikTokComms (@TikTokComms) May 5, 2022
Duplicate Content Ban on Twitter
In line with its ongoing efforts to reduce the amount of spam and duplicate content on its platform, Twitter released a set of new rules and policies which clarify what is now classed as a violation. ‘Copypasta’, or content that gets deliberately, directly and excessively copied in order to amplify a specific message, will now be downranked in Twitter’s algorithm and will have its reach severely limited. Extreme violations, such as using automation, bots or multiple accounts to post repetitive content, will result in removal or even permanent suspension from Twitter.
We’ve been continuously working to combat spammy &— Twitter Safety (@TwitterSafety) May 10, 2022
duplicative content on Twitter at scale and our new Copypasta and Duplicate Content policy clarifies what constitutes a violation along with what happens when it is violated. https://t.co/qA7uhMlgRD https://t.co/W9IyKRXFcQ
YouTube Clips Option
YouTube’s Clips option was first tested last January, but this month, the platform announced that all creators will soon be able to access it. The tool enables users to select and share small portions of videos or live streams (up to 60 seconds in length), which they can then share onto other platforms. This could be a helpful way for YouTubers to generate more interest in their content, by sharing small snippets and highlights to intrigue viewers and get people interested - especially with short-form being the most popular video format right now.
Super-Follow-Only Twitter Spaces
Twitter creators who offer paid subscriptions, aka Super Follows, can now offer subscriber-only Spaces, which will help them grow their in-app communities and build a sense of proximity between them and their most dedicated fans. These Spaces will use a different colour for the link in the feed to make it clear that they are separate from regular broadcasts, with a note at the top saying it’s for ‘Super Followers only’. Users who aren’t paying subscribers will still be able to see these Spaces if someone else retweets them onto their feed, but they’ll need to sign up as a Super Follower to get access.
introducing Super Follows Spaces 🤝 a new way to get even more connected with your Super Followers— Super Follows (@SuperFollows) May 17, 2022
rolling out now to all Super Follows creators pic.twitter.com/sX2fuGfiX8
Credit Trend Originators on TikTok
TikTok is often criticised for its amplification of trends without credit to the originators, particularly when dances and challenges started by small accounts suddenly gain popularity after being ‘copied’ by famous TikTokers with larger audiences. That’s why the app recently rolled out some creator credit tools which will give users the ability to directly tag, mention, and credit a video in their description. Prompts are also being added throughout the posting process to remind people to credit the makers of previous videos, along with an educational pop-up that encourages and explains the importance of crediting.
Snapchat eBay Integration
Snapchatters can now easily share eBay listings with their friends using the Snapchat Camera on Android and iOS, thanks to a new integration between the two platforms. This means users can show their followers which items they’re currently browsing, or even access a bit of free advertising by sharing what they’re selling. All you have to do is open the eBay app and select the listing you want to share, tap the Share icon and then choose the Snapchat option to jump to the Snapchat Camera, which will automatically add the new eBay link sticker.
Recurring Notifications on Messenger
Messenger users can now opt in to receive automatic notifications from brands and businesses. Explaining the decision to add this feature, Meta said: “After people purchased their product or got the help they needed, the conversation ended and businesses couldn't provide important updates to people who’d like to hear from them”, so these new notifications will help to “drive re-engagement and keep the conversation going”. They can be sent daily, weekly or monthly, enabling brands to reach customers at any moment in their journey, and can include product alerts, discount codes, loyalty rewards, behind-the-scenes news and more. Will your business try out this update, or will you stick with real person-to-person messaging instead of automation?
Want to send promotions and more through automated messaging? Starting today you can with Messenger’s new Recurring Notifications capability. Learn more about how to send messages that drive re-engagement.https://t.co/teLouYkHMd pic.twitter.com/KOKeieXswV— Meta for Developers (@MetaforDevs) May 20, 2022
TikTok WooCommerce Partnership
TikTok has expanded its eCommerce opportunities by announcing a new integration with WooCommerce. Up until now, only Shopify merchants have been able to connect their storefronts with their TikTok accounts, but now, sellers who use WooCommerce (a flexible, open-source commerce solution built on WordPress) can also join the fun and reach TikTok’s global customer base. Brands can sync their store catalogues, install the most advanced TikTok Pixel for campaign performance tracking, and create ads to target their audiences in minutes.
TikTok is officially integrated with @WooCommerce, which makes converting content into sales easier than hitting 'send tweet.' 👉 📱— TikTok for Business (@TikTokBusiness) May 25, 2022
Learn more about this exciting partnership and download the plugin here: https://t.co/AOpcVdb26x pic.twitter.com/5fHRiVaPLB
Shared Snapchat Stories
Much like Instagram’s Collab feature, Snapchat has introduced Shared Stories, a tool which allows users to “build community around the content they love to Snap.” Snapchatters can now create a Story and invite friends to view and contribute to it by adding their own extra content - and those who have joined the group can add their own friends as well. The Shared Story will then be viewable by the followers of everyone involved in the creation process, providing greater exposure potential and the chance to make new connections via mutual friends.
Did you benefit from any social media updates throughout May? Whether you’re an individual user who has discovered some fun new features to try with your friends, or a brand marketer looking for a better way to distribute content and gain more fans, we’d love to hear your thoughts. Find us on Twitter @3sixfivepro and let us know!
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