The Loop #1: Social Media News
27 November 2017
Welcome to the first edition of our new weekly feature: a carefully crafted roundup of the latest news, views and musings from the world of social media and digital marketing, designed to keep you in the loop.
This week Snapchat introduces filters that recognise pets and food, Facebook launches collaborative stories, and Twitter trials new ‘Talking About’ feature.
Snapchat rolls out new filters that recognise pets and food
Snapchat has updated its object-recognition software to recognise objects such as pets, food and sports equipment – as well as objects at locations such as concerts or museums. The feature sounds similar to the app’s location-based geofilters, but instead of using location data, the object-recognition patent recognises what’s in your snaps and triggers contextually-aware graphics.
Snapchat will be hoping to integrate the feature with its ad platform, allowing brands to offer coupons and rewards to customers when they take a snap of their products. For example, a coffee shop could serve customers a coupon when they take a picture of their coffee, or a restaurant could display its menu when users visit.
Twitter’s new ‘Talking About’ feature may replace retweets and replies
Twitter is experimenting with a new feature to replace both the retweet and replies totals into one cumulative total. The metric will show how many people are “talking about” popular tweets, and will appear under embedded tweets when the content appears on 3rd party sites around the web. The experiment is part of Twitter’s wider project to simplify its engagement information and make it more relatable to new users and people viewing the content outside of the platform, who may not be as familiar with its features.
Pinterest introduces ‘Secret Santa’ feature
Pinterest has introduced a new ‘Secret Santa’ feature to help users find the ideal gift for picky friends and family. The tool helps users find their loved ones on the platform and then uses its API to make “gift idea boards” based on what they have been saving. The idea boards will include Pins of trending gift ideas, as well as input from five major brands: Coca-Cola, Amazon, Bath & Beyond, CVS and Universal Pictures.
For those not on Pinterest, users can choose different ‘gift personas’ that most closely “resembles the person they want to give to.”
Mobile made up 64% of shopping visits on Black Friday
Consumers are increasingly moving towards the small screen, to not only research products but also shop. According to Salesforce, mobile made up 64 percent of shopping visits at the weekend, up from 54 percent in 2016. For actual sales, mobile made up 43 percent of orders compared to 33 percent last year.
Retailers also sent nearly three billion emails on Black Friday alone, along with 82 million SMS and push notifications.
In case you missed it: Facebook introduces collaborative stories
Last week Facebook launched a collaborative stories feature for groups and events, which allows users to contribute to a Facebook Story visible to the rest of the members. The feature acts as a sort of private hashtag moderated by the admins, where multiple people can add content but only those involved can see it. The stories can be used at events such as parties, weddings and meetups, giving users the chance to ‘experience an event from every angle.’