What’s New in Social Media: April 2017 Edition

Friday, April 28, 2017 Chelsea Hover

It's difficult to stay up to speed when the social media landscape is constantly shifting and shaping – we get it! That's why we provide our partners with a This Week in Social Media (TWISM) e-newsletter. We highlight the biggest changes in social media weekly and share these updates and insights with our partners and internal teams. We’ve compiled the best of the best TWISM posts to share with you in What's New in Social Media: April 2017 Edition. 

  • Facebook Messenger Makes Chatbots Easier to Find and Use with New Discover Tab, Chat Extensions: “There are more than 100,000 chatbots on Facebook Messenger, but most people using the social network's messaging service every month are likely unaware. That's about to change.” Facebook Messenger is adding a section for people to discover bots and non-bot business profiles as the platform positions itself as the main social communications hub between people and businesses.
  • In-stream Video Ads Just Launched on Twitter: The platform is now incorporating in-stream video advertising options in the United States for its Amplify partners after successful experiments. A Nielsen Brand Effect study found that respondents who saw video ads on Twitter were 50 percent more likely to be aware of the advertiser's brand and had 18 percent higher purchase intent that those not exposed to video ads.
  • The Cold War Between Facebook and Snapchat Heats Up: At this month’s F8 conference, Facebook announced new Camera functionality features that directly compete with Snapchat's. The demo of the new Camera features "looked like beefed-up iterations of Snapchat, complete with the center capture button and adorable face filters, just more of them – many, many more." Additionally, Facebook countered Snapchat's new 3-D World Lenses with their own 3-D AR Camera features, but just with more of them, along with added custom features and easy-to-understand functionality.
  • Snapchat Can Now Track Foot Traffic for Its Advertisers: “Snapchat is rolling out a new feature called ‘Snap to Store,’ which will allow advertisers to track and analyze foot traffic into their stores as a result of the platform usage.” When a user visits a brick-and-mortar business, uses a geofilter, and shares that snap to their friends or Stories, the app’s tool will track the friends who have seen the snap to determine if they visit the business in the next week. “It also analyzes whether friends who did not see the snap still visit that business within a week.”
  • Here Are the Changes Facebook Introduced for Video Metrics in Page Insights: “Facebook [has announced] a host of updates to its video metrics in page insights.” Updates included adding aggregate minutes viewed, simplifying aggregate video views, making it easier to analyze metrics across a date range, enabling comparisons between current video metrics and historical benchmarks, and making it possible to sort top videos by minutes viewed or by views.
  • Twitter Is Expanding Its Video Measurement Partnerships to Help Marketers Gauge Ad Performance: “Twitter announced it’s now partnering with Moat and Integral Ad Science and will soon expand its existing partnerships with Nielsen and comScore, potentially giving the social media platform more credibility as it continues to compete with YouTube and Facebook for ad dollars in the digital video space…. The partnerships will help marketers better understand whether people are indeed seeing their ads.”
  • Pinterest Doesn’t Want You to See It as a Social Network: In an attempt to rebrand the platform, Pinterest is launching a campaign aimed at repositioning itself as a visual search engine. The advertising push comes on the heels of recent updates to other platforms, including Google's recently added shoppable photos in image searches and Instagram collections.
  • Tumblr Wants You to 'Hang Out and Watch Stuff' on Its New App, Cabana: Tumblr quietly announced on Tuesday, April 18, that it was launching a new app called Cabana. This app will allow users to watch YouTube videos together with a group of friends in real time, enabling them to share and chat about new videos they find as they find them. Leveraging the trend of co-watching, Tumblr hopes that the app will enable the brand to have a role in the new era of video chatting.
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