Thanks to the ever-changing culture of technology, social media platforms are in a constant race to provide greater value to users, and in turn, investors. These virtual spaces must stay up to date with their features because of the industry’s cutthroat competition. So, why do these changes matter to marketers?
The best way to ensure your social media marketing strategy remains relevant is constantly incorporating and taking advantage of the latest updates. Below, we recap the most significant social media updates from Q4 that you should keep in mind for your 2022 marketing strategy.
1. Twitter
Growth of Spaces
Within the past few months, Twitter has worked on numerous updates that drastically improve user experience. One of their main changes is the full integration of Twitter Spaces. We first saw Spaces on our timelines in May 2021, but Q4 saw the explosion of the audio content. This chat room will be extremely promising to digital marketers for two main reasons:
- The platform pushes Twitter Spaces, and you don’t have to follow a user to listen to their Space.
- Audio content allows listeners to connect with content creators and brands more personally.
Super Follows
Step aside, Patreon! Twitter is now the latest platform to offer paid subscriptions for its users. Now, content creators have the option to turn on the Super Followers feature, where they offer exclusive tweets in exchange for a monthly fee. Unfortunately, not everyone is eligible for this account type – only those 18+, with 10,000+ followers, and who have tweeted at least 25 times in the last 30 days.
2. Instagram
Replacing the “Swipe Up” Feature with Link Stickers
Instagram recently made waves in the social sphere when they removed the “Swipe Up” feature on Stories, which redirected users to an external link. Unlike before, users don’t need 10,000+ followers to put links in their stories. Instead, links now appear for anyone, and they come in the form of a sticker. Creators can also customize their link stickers in various styles and sizes while enjoying the freedom to place them wherever they want on the content.
3. TikTok
Pinned Videos
At the end of 2021, TikTok completed the test phase of pinned videos and fully integrated the feature into their platform. Pinned posts have been available on other social media platforms for a while, so TikTok is catching up with this feature. This update will allow users to showcase their best content and provide a glimpse into their profile for users checking out their page. Putting a spotlight on your best work is an effective way of building an audience and maximizing engagement.
Creator Marketplace API
The video platform has launched a TikTok Creator Marketplace application programming interface (API). This feature allows certain marketing companies to access first-party data about audience demographics, best-performing videos, real-time campaign reporting, and more via the TikTok Creator Marketplace (the app’s in-house influencer marketing platform). The data can later be pulled into their own platforms, providing valuable insights for influencer marketing initiatives.
4. Pinterest
Profiles in Results
In an effort to highlight their creators, Pinterest has added a Profiles section in the search results. This change will improve creator discovery and showcase relevant creators to specific search terms. This is just the latest update in Pinterest’s ongoing initiative to focus on creators, and we’re likely to see more changes like this in 2022.
Fernanda O’Neill, our Pinterest expert and Social Media Strategist at Zero Gravity Marketing, offers a pro tip for Pinterest creators trying to get more recognition, “Ensure your bio description includes keywords that will help you get discovered in your niche.”
5. Facebook
Even More Reels
With the increasing popularity of TikTok, Facebook is continuing its efforts to compete via Instagram’s Reels feature. The social media company has integrated new Reels content that brings the short-form videos to Facebook user feeds. This new placement also offers users the opportunity to create and share Reels directly within the News Feed and Facebook Groups. If a Facebook account is connected to an Instagram account, the user can seamlessly post to both at once.
6. Snapchat
Scan Shopping
Initially released in 2019, Snapchat’s Scan tool allowed users to discover music, try face lenses, and even solve math problems just by pointing their smartphone cameras. In 2021, the platform moved the Scan button to a more central location in hopes of prompting more users to utilize it. This change is in preparation for Snapchat’s upcoming shift into eCommerce via a new shopping experience. Using the Scan feature, Snap users will be able to shop via pictures taken in the app, as well as pre-captured images and those stored in their Memories.
7. YouTube
Subscription Collections
YouTube is trial-testing a new feature on the Subscriptions feed: Collections. This tool will sort subscriptions into different groups, starting with favorites. Viewers can create their own groups of subscriptions, and we’re likely to see the evolution of this feature more in 2022. YouTube has yet to confirm what’s in store for Collections, but we can assume that, as a creator, getting into users’ favorites will be highly beneficial.
New Creator Features
Good news for advertisers and YouTube content creators: The video-sharing platform has rolled out several new tools aimed at helping users gain viewer insights and have greater control over their video chapters and ads. These include:
- Evergreen Video Insights – Creators now have access to insights for evergreen videos (i.e., those that have been popular for an extended period).
- Trending Hashtags – New “Trending Hashtags” in the mobile explore section increase content discoverability by displaying hashtags that are seeing increased growth among users.
- AdSense Blocking Controls – These new features allow advertisers to choose which specific ads or ad types they don’t want to show up on their channels.
8. LinkedIn
Newsletters
LinkedIn, the home of professional social media, is following in other platforms’ footsteps and adding more tools for content creators. Their latest update is the newsletter, where users can publish articles and send them to their followers.
To start creating articles, turn on Creator Mode, click “Write an Article,” and LinkedIn will prompt you to begin your newsletter. You can publish these daily, weekly, bimonthly, or monthly. Creating a newsletter creates an opportunity for you to showcase your abilities on the timeline and appear in others’ notifications.
The End of LinkedIn Stories
Stories have been a major success on Instagram and Snapchat, but that doesn’t mean the feature is suitable for every platform (or user base). However, that didn’t stop a variety of social media sites from jumping on the bandwagon, including LinkedIn. Unfortunately, the LinkedIn Stories feature didn’t resonate with the professional networking app’s users, so the company shut it down at the beginning of Q4 in 2021 – just one year after it was initially introduced.
Stay In-the-Know with All Things Social Media
With more people and businesses joining the social media conversation daily, it’s essential for platforms to stay relevant by providing more convenience through updates and additional features. These upgrades create better experiences for users, marketers, and brands.
Need help keeping up with all the changes in the social media world? Reach out to Zero Gravity Marketing to work with our team of experts!
