Ready for this week’s Spark Social Report by Spark Growth? Snapchat launched an advertiser program called “Global Partner Solutions” and LinkedIn added a “Swipe up” feature to LinkedIn Stories. Keep scrolling to read more!
Snapchat
Late last week, Snapchat announced its latest partnership initiative called Global Partners Solution. Global Partners Solution is a refined version of the platform’s former ad partner program. Snapchat notes that the program “connects industry-leading companies with advertisers to help them connect with the Snapchat community in exciting and innovative ways”. The goal is to offer comprehensive advertising solutions for brands, as the partners they are connected with can help them strategically manage and navigate the platforms’ ad technologies.
The program, which is launching this month, features two partner categories: Strategic Partners and Certified Partners. Strategic Partners develop technology that will provide advertisers with advanced buying solutions that improve ad performance, and this option is ideal for marketers who seek Snapchat-specific guidance. Certified Partners provide advertising expertise to brands, helping them achieve more effective ad execution and optimization. The infographic below further outlines the details of each type of partnership. Those who participate in the program will also be able to use a custom Snapchat badge that can be shared on web pages or promotional materials.
Additionally, Snapchat appears to be working on an Events feature. The update was first spotted last year by reverse engineering expert Jane Manchun Wong. Now, the website Patent Drop has released a patent summary for Snapchat’s feature. The Events feature will allow users to create an event invite and apply it as an overlay on their content. After specifying the event’s details, users can then send the invite to their friends. Similar to Facebook Event pages, those who receive the invite can then join the event in the app and chat to other attending invitees. Events can also be shown on Snap Maps and will include the avatars of those who are attending. Additionally, photos and videos that are taken during the event will be automatically added to the event’s group chat. Though there is no word on when this feature will be released, Events on Snapchat may help users organize anything from informal hangouts to formal events on the platform.
Facebook’s Workplace has announced a number of new updates that are aimed at helping users navigate lockdowns and remote work structures. First, Safety Centre is a hub that has evolved from its previous version called Safety Check. This will provide increased functionality that will help organizations manage communications, check on employee safety, and even issue relevant COVID-19 Travel Advisories to employees.
Second, Live video improvements have been made to the platform. Workplace users can now run live video streams that feature multiple presenters. This can help companies share information more easily by bringing together a larger number of voices into a singular broadcast.
These updates will ultimately help to streamline the virtual work structure for businesses.
Today, Workplace (@WorkplacefromFB) is announcing a series of feature updates to help businesses, as many continue to grapple with hybrid working and COVID-19 lockdowns; highlights include:
1) Safety Center, an evolution of Safety Check
2) Live Video improvements— Alexandru Voica 💀 (@alexvoica) January 12, 2021
For those who use LinkedIn Stories, this might be exciting news for you! LinkedIn has now added a swipe up feature for Stories. Eligible users can include web links into their Stories using the feature, which directs viewers to additional content. However, this feature is only available for LinkedIn Pages, as well as to members who have at least 5,000 connections or followers and who have set the Follow button as the primary action on their profile. The swipe up feature is a great way to promote content in Stories, which do not otherwise have the ability to include hyperlinks.
LinkedIn is also continuing to support job seekers during the pandemic by helping them identify relevant work opportunities in the job market. The platform stated that it will be changing its Emerging Jobs Report—which is an annual report that identifies trends over a period of five years—to instead focus on where current opportunities lie. The updated report, “Jobs on the Rise,” features 15 of the fastest-growing job trends from 2020, as well as the skills needed for these jobs. Additionally, each title on the list links to relevant courses and open job listings. This resource may be effective for those who are struggling to find work, looking to change careers, or who have lost their job due to the pandemic. Access the full Jobs on the Rise list here.
TikTok
TikTok has announced some new enhancements to its privacy settings to better protect its younger users.
First, the default privacy setting for all registered accounts that are ages 13-15 will be private. On private accounts, only people who the user has approved as a follower can view that account’s videos. TikTok described its motivations behind the update: “We want our younger users to be able to make informed choices about what and with whom they choose to share . . . . By engaging them early in their privacy journey, we can enable them to make more deliberate decisions about their online privacy.”
Other updates include tightened options on who can comment on videos created by those who are aged 13-15. The “Everyone” comment setting has been removed, leaving only the “Friends” or “No One” option for these users. Next, Duet and Stitch settings have been changed and are now only available to users 16 and above. For those aged 16-17, the default setting for these two options will be set to “Friends.” Additionally, videos can only be downloaded if they have been created by users 16 and over. Other users have the option to decide if they want to allow downloads of their videos, and for users aged 16-17, the default setting will be changed to “Off” unless they enable it. The default for the Setting “Suggest your account to others” is “Off” for users aged 13-15.
Lastly, TikTok has partnered with Common Sense Networks, a media company dedicated to curating safe and age-appropriate media experiences for kids and families. This partnership will further allow TikTok to improve TikTok for Younger Users, the limited app experience for users under 13. TikTok for Younger Users is currently only available in the U.S.
YouTube
YouTube has made changes to how hashtags can be discovered on the platform. Formerly, users who searched for or clicked on a hashtag would be directed to both videos using the hashtag and other related content. Now, users who search for a specific hashtag will see a new dedicated page to it, only showing videos that contain the hashtag in it. Hashtag usage insights are also viewable on this page (e.g. how many videos are including the hashtag). Similar to platforms like Facebook and Instagram, users can also find these pages by clicking on any automatically linked hashtag on YouTube.
YouTube has also announced the first set of participants in the #YouTubeBlack Voices initiative! The platform will be highlighting and working with 132 creators and artists from all over the world, which are referred to as the “Class of 2021.” YouTube is planning to work closely with these creators to help them grow on the platform. This includes providing partner support, seed funding for the development of their channels, and customized training, workshop, and networking programs. Visit the website here to learn which creators are included in the Class of 2021!
Last week, WhatsApp made some updates to its privacy policy. Since then, however, the platform has received an outpouring of negative customer feedback citing safety concerns over how user data will be shared with Facebook. Many are now switching to other social media apps, such as Signal and Telegram.
However, various Facebook executives have made statements in response to the backlash, stating the update does not mean that users’ personal WhatsApp info will be shared with Facebook. To further clarify and resolve matters, WhatsApp published a blog post in its FAQ section that more clearly defines the update and addresses user concerns. You can view the full clarification in the infographic below. Furthermore, WhatsApp users should rest assured that their privacy and safety have not been compromised with these updates.
Thanks for tuning in to this week’s Spark Social Report! Don’t forget to check back in next Friday for more social media updates. You can also follow Spark Growth on LinkedIn to keep up with more digital marketing news!
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