The platform has finally revealed how its algorithm works. The posts that show
up in your feed are based on three main factors. So, there are also three
secondary factors that contribute to the algorithm.
Hey, this is Chia from Brand24. Welcome to the #SocialRecap - our rundown of all the latest
highlights and trends from social media and digital marketing news. So, let's
start with Instagram. The platform has finally revealed how its algorithm works.
The posts that show up in your feed are based on three main factors. First: your
predicted level of interest which takes your past interactions with other posts
into consideration. Second: how fresh the post is giving priority to newer ones.
And third: how close you are to the user that posted. So, the algorithm will show
you more content from users whose posts you've commented on from those who have
mentioned you, as well as from users who've ever tagged you in any of their
own posts. So, there are also three secondary factors that contribute to the
algorithm. These include how many accounts you
follow, how often you use Instagram and how much time you spend there. So, if you
follow a bunch of accounts the algorithm will show you posts from a large
selection of people, so you don't just see posts from the same five users all
the time. And how much time usually spent on Instagram will tell the algorithm how
deep it needs to dig into its inventory to show you the best stuff. You'll just
see a few of the top posts if you only spend a couple minutes at a time on Insta.
But if you stay longer you'll find a deeper selection of posts that the
algorithm essentially curates for you. So, the good thing is that Instagram doesn't
hide any posts so if you stay on the platform long enough you will eventually
see every single post from every single user in your feet. And now, according to
recent records from Alexa, the top three most popular websites in the US are
Google, YouTube and Reddit. Which has even pushed Facebook down to number four. Plus,
Reddit beat out every other website for the length of time spent on site per
session along with the number of daily pageviews per visit. Users spend on
average about 15 minutes per visit on Reddit, 7 minutes on Google and 8
minutes on YouTube. Facebook, despite recently getting dethroned by Reddit,
had the second highest attention span among its users with 10 minutes per
visit. So, Reddit recently had a little facelift which has no doubt improved its
user experience encouraging people to visit more often and just spend more
time on the site. But Facebook's data security leak has likely affected
its popularity among users impacting the social media giant to more than its
willing to let on. And, as if this wasn't enough it looks like teens are starting
to leave Facebook four other social media platforms. According to the latest
survey from the Pew Center of Research 95% of teens in the US
have access to a smartphone which is more than the number with access to a
laptop or computer. This makes visually powered sites like
YouTube, Instagram, Snapchat even more appealing than Facebook at least to this
newer generation of mobile natives. So, a recent survey among teens ages 13 to 17
revealed that approximately 85% are on YouTube, 72 on Instagram, 69 on
Snapchat, and just 51 % on Facebook. So, just a couple years ago 75% of teens were on
Facebook making this a significant drop among younger users over just a few
years. So now Facebook is still implementing a series of changes in
response to its data security leak. One of them includes getting rid of trending
topics. This highly criticized feature was a pain in the neck to the platform
since he was accused of showing by us and helping distribute fake news.
Trending topics will be replaced with two new features: Breaking News and Today
In. So, Breaking News will be available for 80 select publishers in North and South
America, India, Australia and Europe. And it will let these publishers label
stories as Breaking News. So, the feature Today In will connect users to
Breaking News in their cities and notify them of important updates from local
officials and organizations. Meanwhile, without focusing on teens Pinterest is
actually growing at an astounding rate faster than both Twitter and Snapchat. So,
even though Twitter and Snap still have a lot more active users, at least for now,
Pinterest has already gained 50 million new users in September while Snap added
25 million and Twitter 9 million since last year. So, it looks like Pinterest
will hit 250 million monthly active users any day now.
it still has a long way to go before catching up to Twitter and SnapChat in terms of
audience size. However the platform has recently come out with a number of brand
friendly features. And considering the way that users use the platform to
visually bookmark products of interest and this will be really attractive to
brands who are eager to promote their products to a highly targeted audience
who are pretty much ready to buy. And a big announcement from Snapchat
is that it's building its own developer platform which means they're
gathering up to grow their brand beyond the app. SnapKit will let developers
bring the augmented reality camera outside of snap making it more
accessible to a wider audience, not just teens. Snd once it's ready users will
also have the option to login with Snapchat across external apps. Engaging
developers with its API was a key step for Facebook years ago that helped them
make them what they are today. And by giving developers the capacity to extend
its augmented reality capabilities outside of its own app Snapchat may be
able to increase its share of the AR lens market even further. So now, what's
the next step once a platform has established a sizable audience? Usually
it'll start to test different ways it can tap into its ad potential. Google
has decided that it's time to explore audio ads within streaming music
services like Spotify. The apps will be supported by DoubleClick - a programmatic
ad platform. So, brands that use DoubleClick will be able to buy
streaming audio ad space on Spotify, SoundCloud and soon even Pandora. So,
audio ads are becoming increasingly popular and for a good reason.
Technology like Google Home forsees the future disruption of SEO with audio
search making the audio space more and more important from various aspects. Just
last year audio ads generated 1.6 billion which is 39% increase
from the previous year. And Pandora recently acquired an ad tech company
called AdsWizz that created its own programmatic ad platform for a 130
million dollars in stock. And last but not least Facebook Messenger and
Instagram are releasing new camera features to celebrate Pride Month and
they will be available to users throughout the year. Just search for fbpride
(no spaces) on Facebook and look for stickers, text and all kinds of other
effects in the camera. They'll be on Facebook Messenger and
Instagram. Users will be able to take a picture, add some new effects and then
upload them directly to their feed or stories all year round. So, that's it for
this episode of the #SocialRecap. Don't miss out on the latest trends and
highlights from social media and digital marketing news. Subscribe to the #SocialRecap
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tuning in and I'll see you next time.
Bye!