#SocialSkim: Facebook's Big Weak Spot, LinkedIn Launches Video

In this week's 'Skim: Young users may be set to abandon Facebook; LinkedIn officially launches video upload capabilities for all, and Reddit follows suit with a native video feature; why Snapchat might be on the way to transforming news, and Facebook's big plan to do the same; Facebook tweaks algorithm to punish fake videos, makes Safety Check a permanent feature; seven ways to build meaningful relationships with your customers on social; 24 hot apps and tools for social media marketers; and much more...

Skim for your weekly social media roundup!

1. Facebook has a cool problem, and it's Snapchat's gain

Facebook is apparently facing a group of tweens and teens who want nothing to do with the social network. New findings from eMarketer suggest Facebook will record a decline in users in an age group seen as key to winning over: those 12-17 years old. Snapchat, however, is expected to increase the number of users in that demographic, with double-digit growth in the next year.

Facebook can find some solace in Instagram, which will also grow with the youngsters, but overall the report is great news for Snapchat, a struggling social network that needs to convince Wall Street of its monetization potential, and which already boasts more users age 12-24 than Instagram.

2. LinkedIn rolls out video upload ability to all

After its limited release of a native video upload feature resulted in content shared 20 times more than any other type, LinkedIn has decided to roll out its new video feature to all users on the platform, including the iOS or Android mobile app.

The move, although late compared with that of other players, such as Facebook and Twitter, makes total sense for the professional social network, since video, and particularly live video, could do wonders for the company's education, brand pages, recruitment, and professional networking offerings.

LinkedIn is also supposedly working on company videos, event-style pages, and more. The goal? Video advertising dollars, of course.

3. NBC News Snapchat show hits homerun, could transform news for Millennials

CNN may have been first to launch a 24-hour news network, but NBC News and Snapchat might well be on their way to transforming, once again, the way we consume news. NBC News' brand new Snapchat Discover show, dubbed Stay Tuned, is the first daily news program on the app, and it reached over 29 million unique viewers.

The twice-daily show, which premiered last month with episodes that last between two and three minutes, attracted a very young audience: over 60% under the age of 25. Since NBC News made the figures public last week, CNN has announced it's ditching its Snapchat Discover magazine format and is instead opting for a daily news show as well. The battle for eyeballs rages on.

4. Zuckerberg confirms subscriptions for Instant Articles

While Snapchat focuses on new news shows from the big networks to transform the news industry, Facebook is taking a more text-centric approach. Mark Zuckerberg confirmed last week that the social network will begin testing a subscription service for publishers that post content via the platform's fast-loading Instant Articles feature.

Publishers will be able to have a paywall that blocks free reading for users after a certain number of articles each month, or use a freemium model that locks up articles. Users will be prompted to subscribe to read further, with payment processing occurring on the publisher's own website. For now, Facebook doesn't plan to take a cut of the revenue.

5. Reddit rolls out native video feature

Reddit continues to expand availability of its native video feature on desktop and mobile to more communities on the platform. Videos on Reddit can be up to 15 minutes long. Individual users and brands can trim their videos or convert MP4 videos into GIFs directly on the social network's mobile app.

The move makes the social network less reliant on third-party services, such as YouTube and Vimeo, and gives users more creative freedom and ease of use. It also probably means more ads.

Reddit's native video feature can transition into a preview window on the platform, meaning users can scroll comments and watch at the same time, providing a more engaging experience overall.

6. Facebook takes on video clickbait with algorithm tweak

Have you ever clicked on what you thought to be a video on Facebook, only to be redirected to a low-quality website? The company's taking steps to avoid just that, with a new tweak on its algorithm rolling out in the coming weeks that will demote posts that use fake video icons, and videos that include static images.

The change will affect only publishers that rely on these "deceptive" practices, and Facebook reminds all publishers that they can find a list of best-practices for a refresh on how to keep their reach high on the platform.

7. Seven tips to build meaningful relationships with your customers on social media

It's easy to get so caught up in finding ways to promote your business that you forget about the "social" in "social media." When done right, social media can help your brand build meaningful connections and trust with customers, but your marketing team might need a nudge to achieve that.

Creating a community, showing (instead of broadcasting) how your product makes things easier, supporting a cause, ensuring things aren't always about business, and giving fans a behind-the-scenes look at your company are just some of the ways to do so, and Forbes has a list of advice and insights to help you along the way.

8. YouTube apparently doesn't want to fall behind on the news

With Snapchat starting to play host to major news networks like NBC News and CNN, YouTube doesn't want to go completely unnoticed. Sure, most news organizations already have YouTube channels, but now the Google-owned video network has launched a "Breaking News" section on users' homepages on both desktop and mobile devices.

The feed, which now joins other well-known algorithm-driven lists like "Recommended" and "Recently Uploaded," serves as a collection of news clips about worldwide events based on a user's location.

No news just yet on whether the list will become a permanent addition to users' feeds, but it's clear that the landscape is changing amid shifting consumer habits.

9. Facebook's Safety Check gets dedicated button, can now be accessed anytime

The safety-focused Facebook feature, often the target of criticism in crises, now has a permanent home on desktop and mobile.

Soon to be accessible for all users in the app's navigation menu, the feature will now display a feed of disasters with updates from friends who have been marked safe, as well as offers to help. An "around the world" section will show where Safety Check has been recently activated, and a new sharing option will let users tell their story.

The update could help Facebook avoid further criticism, much of which came when the social network decided to activate (or not) the feature during certain crises or natural disasters.

10. Feast your eyes on these 24 hot apps and tools for social media marketers

Trying to dig up ways to make your posts on social media more vibrant and engaging? Wishing you had a mobile messaging app for Twitter like you do Facebook? Or just need good 'ole inspiration for your copy?

From finding an app to help your brand use Instagram Stories, to the latest time-saving social media monitoring apps, your time is money. That's why we're sharing Social Media Examiner's need-to-know list of 24 hot tools and apps for your social media marketing team. Check them all out!

11. We'll wrap up with that time when nothing made the biggest impact on social media

But that might just work for one person: Taylor Swift. The music star took to social media last week by deleting every, single piece of content on her Instagram and Twitter accounts. With over 100 million Instagram followers and 85 million Twitter followers, it certainly caused a stir among the star's fans, but it's what came next that proved Swift's point.

Swift and her genius marketing team began repopulating her feeds with cryptic clips of a what appears to be a slithering snake, without text or context. Eventually, new posts revealed the upcoming release of new music from the singer, but the sudden disappearance of Swift's social media life and subsequent mystery of snake clips prompts the question of what content works best on social.

#SocialSkim: Facebook and Instagram Redesign, Amazon's Spark vs. Instagram and Pinterest

In this week's 'Skim: Facebook and Instagram aim for higher engagement with future redesign; everything your brand needs to know about Amazon's foray into social media with its Spark platform; LinkedIn's smart new share options, plus the big court battle it just lost; Apple doubles down on original shows in light of Facebook announcement; how to use LinkedIn Native Video; why your brand's paid social strategy is failing, and how to fix it; and much more...

Skim for the best tips, tricks, and important bits!

1. Facebook and Instagram improve readability with redesign

Facebook wants to improve the legibility and engagement in its app, and to do so it is rolling out an updated look that strips down the noise, adds more white to the background, makes profile pictures circular instead of square, and makes it easier for users to see where to click and comment.

Like Facebook, Instagram will also receive a facelift, including threaded comment reels that allow users to have sub conversations.

Facebook comments will take on Messenger's look, with bubbles replacing the existing thread look, and the platform's feedback and navigation buttons will be bigger and easier to recognize.

Check out the entire redesign to see what to expect, and what you might need to update!

2. Five things brands need to know about Amazon's Spark

As Amazon ventures into social media space with Spark, its Instagram-like feed of user-generated images and stories, there are several constraints and opportunities on that platform that brands and marketers should be aware of before diving in head first.

First, though anyone can review content on Spark, only Prime members can comment and post—a feature that keeps the feed product-focused. Users interact and share the love with smiles instead of other platforms' likes or hearts, and influencers are referred to as "enthusiasts.".

The most important bits to know? For now, brands can't create public profiles and post on their own, but they can indeed promote their products and services via enthusiasts, and products can be tagged and purchased by consumers all within Amazon's mobile app.

Need inspiration for how your company could join in on the fun? We've got you covered.

3. LinkedIn introduces new, smarter share options

Three new features have arrived on LinkedIn that make sharing on the social network a much more comprehensive experience.

Users or brands that publish articles as part of their strategy on the professional network are now able to share drafts with specific connections prior to publishing, and all users now have the ability to disable comments on their posts or articles.

Driving engagement and conversation on the platform also became easier via a new public option that makes users' posts, videos, and articles now visible—via a URLs shared online—to guests and members who aren't logged into their accounts.

4. Social media have a new competitor to watch in 2018: Apple

Apple's prepared to take a $1 billion stab at original content (as is Facebook), hoping to eat up some of Netflix and Amazon's market share. An Apple rep says its goal is to produce content on par with HBO's Game of Thrones.

Although the consumer-technology giant has already launched forays into original programming on Apple Music, it could add as many as 10 new TV shows in 2018.

Apple's sum isn't unheard of. Facebook is also making a significant investment in original shows, and Amazon plans to invest $4.5 billion in 2017. Netflix? $6 billion.

We'll see whether Facebook's seemingly unparalleled reach can translate into a piece of the original-content pie, and whether Apple's sleek reputation can raise it to the top of the charts.

5. How to use LinkedIn native video

LinkedIn finally began rolling out a native video feature on its platform this summer, but how can your company use the new tool to increase video views and engagement on the platform?

There's a handy guide takes you step by step through the process of uploading and sharing native video via the LinkedIn mobile app, from why your brand should without a doubt opt for LinkedIn native video over YouTube or Vimeo links, to pro tips of content ideas and best practices and tools to help make your videos as appealing and engaging as possible.

Social Media Examiner's got just what you need!

6. Snap Inc. acquires location-measurement company

With its acquisition of data firm Placed, Snapchat's parent company is betting big—to the tune of $135 million—on location measurement. Placed helps companies correlate online activity with real-world purchases and store visits.

Evidently, Snapchat's main interest lies in helping brands buy into its advertising offer, which the company says can help marketers understand how ads on the platform lead to conversions.

The all cash acquisition comes after Snap Inc. reported a loss of $443 million in the second quarter, and disappointing results that showed the addition of "only" 7 million daily active users in the same timeframe.

7. LinkedIn loses court ruling, ability to stop scrapers from using public data

LinkedIn lost a big court battle that pitted the professional social network against third-party scraper hiQ Labs, a company that specializes in predicting when employees will leave their jobs and providing that information to employers.

hiQ uses publicly available information on users' LinkedIn profiles to make such predictions, and last week's US court ruling sided with the data organization, which argued that public data should be equally accessible to all members of the public.

Users can still protect themselves, however, by hiding public access to their profile within the platform's privacy settings.

8. Why your paid social is failing, and how to fix it

Thinking of pursuing a paid social strategy? Already have one, but wondering why it's not working out? Social's different from your PPC advertising because your customers talk back immediately (not necessarily in a good way), and that means your brand's approach should differ as well.

A MarketingProfs article shows how social media's ability to curate incredibly specific custom audiences, paired with tracking sentiment across social platforms with the right tools, can give your brand the boost it needs and help its paid social strategy succeed.

With a breakdown of what steps to take before, during, and after a campaign—from understanding your audience demographics to optimizing ads on the fly mid-campaign—these best-practices are sure to give you a leg up.

9. Twitter has a new king of likes, and it's a former president

Following the Charlottesville white-supremacist rally and attack last week, Barack Obama made Twitter history with a post in which he cited Nelson Mandela. The post garnered more than 3.3 million likes—the most for a single post in the social media network's history—with its accompanying photo of the former president beside babies of different races.

Obama's tweet garnered more likes than pop star Ariana Grande's tweet following the deadly terrorist attack at her concert in the United Kingdom. Grande's tweet, in which she expressed her shock, had more than 1.7 million likes at the time of this writing.

View image on Twitter

 Follow

Barack Obama 

✔@BarackObama

"No one is born hating another person because of the color of his skin or his background or his religion..."

8:06 PM - Aug 12, 2017

•  67,35167,351 Replies
 
•  1,683,4141,683,414 Retweets
 
•  4,512,6324,512,632 likes

Twitter Ads info and privacy

10. We'll wrap with social media's power to unite in the wake of Charlottesville

Last week's horrific protests and subsequent car attack on a crowd of counter protesters during the Charlottesville Unite the Right rally by white nationalists, supremacists, and neo-Nazis, resulted in a show of camaraderie and resilience for violence victim Heather Heyer on social media.

Heyer was killed when a car rammed into the crowd of counter-protesters, and a GoFundMe campaign subsequently spread like wildfire across social networks, leading to over $200 million being raised for Heyer's family in the attack's aftermath.

#SocialSkim: Facebook Launches Original Shows, Social Media Claims 3 Billion Users

In this week's 'Skim: social media speeds past 3 billion users (and other stats you need to know); how Facebook's new platform for original video could change it forever; LinkedIn expands partners program with new capabilities, and what it could mean for your company or brand; YouTube dives into mobile messaging with new features; Google prepares to launch Snapchat Discover competitor; Snapchat's powerful new tool for marketers; the latest social media trends for B2B marketers; and much more...

Skim for all the highlights you need!

1. Social media hits 3 billion users, shows no sign of slowing

There are now 3 billion of us on social media. That's according to the latest stats from We Are Social and Hootsuite, and indications are there's no slowing down: One million people, on average, joined social media every day in the second quarter of 2017.

It's also clear from the reports that mobile is the future, with 2.78 of those 3 billion social media users already accessing social platforms on their mobile devices.

Even more impressive? Facebook absolutely dominates the list of top platforms, with Facebook, WhatsApp, Messenger, and Instagram rounding out four of the top 10 social networks in terms of number of active users.

2. Facebook launches Watch, a platform for original shows

Welcome to Watch on Facebook. Launched to a limited number of US users last week on mobile, desktop, and Facebook's TV apps, Watch already boasts more than 30 original shows from publishers.

Facebook's working to find the perfect mix for social video to make video viewing more social than ever: personalized recommendations, the ability to add shows to a personal watchlist, and a feature that links Facebook groups to shows so viewers can connect with each other and the creators.

With original content from the likes of A+E and National Geographic, the social network hopes the 55/45 split of ad revenue in favor of publishers will attract more brands to produce content.

YouTube, Netflix, watch out.

3. LinkedIn expands Marketing Partner program

LinkedIn made 19 new partner additions to its Marketing Partner program, aiming to provide companies more options to drive ROI via the platform.

Spanning in expertise from marketing analytics to audience management and media buying, the three new partner categories aim to help digital marketers gain performance insights, target their audiences more effectively, and find the right campaign management experts to help take full advantage of LinkedIn.

With the new names including Marketo, Hootsuite, and Microsoft Dynamics on the list, it's an announcement that marketers will want to take seriously if they hope to optimize performance and ROI on LinkedIn.

Check out what the update has to offer.

4. YouTube gets more social, enables video sharing and messaging within app

Google's YouTube just made it much easier for users to get social. From videos to messages, the video network has built up the sharing aspects of its mobile app to include the ability for users to send videos to their friends and initiate a chat—all within a new "Share" tab of the app.

The features, originally tested with some users in Canada and Latin America, have now rolled out globally, essentially turning YouTube into a mobile messaging platform much like Instagram and Snapchat. Users can share and chat with a group as large as 30.

The change seems to be an effort by the company to claim some of the social chatter surrounding content on its platform back from other social networks.

5. Facebook begins testing Stories for desktop, live video from Facebook Camera

Facebook plans to expand its Snapchat-esque Stories from its mobile app to desktop, and also wants to mimic Instagram's Live Stories, letting users go live with video or audio directly from Facebook's Camera within its mobile app.

The new Web Stories feature has a selection of Stories appearing in the top right corner of a small percentage of its global users' Facebook desktop interfaces, and the social network already says that it hopes to roll the feature out more widely.

Some users report also seeing the option to go live with video or audio as a part of their story, rather than as a post to their timelines.

Facebook is clearly conducting a lot of tests to find just the right combination to drive user engagement.

6. Google wants in on the Snapchat game, and it's got a platform to do it

Google isn't about to let Snapchat, Facebook, and Instagram get away with a popular new format like Stories without a challenge.

The search giant is reportedly working on a new product, dubbed "Stamp", a visual publication format that mimics Snapchat's Discover feature and presents a swipeable slideshow of text, photos, and videos.

The catch? Stamp will likely surface in Google search results, giving the company a massive leg up in terms of traffic and the ability to monetize should the feature succeed.

7. YouTube gives creators new tools to earn cash, beefs up guidelines for monetization

In an update to the video platform's Video Manager set to roll out for all users in the next few weeks, YouTube is helping creators see exactly which pieces of content are earning money, and providing a way for them to file an appeal for videos that aren't.

The changes to the website's guidelines and Video Manager functions come after a public backlash from some brands after their ads accompanied inappropriate video content on the platform. As a result, YouTube beefed up the software it uses to detect objectionable content, and is now appealing to video creators that are concerned their content might be inappropriately flagged, and demonetized.

If you're a creator, you can expect a notification inside YouTube's Creator Studio when the features become available for you.

8. Snapchat unveils powerful new tool for advertisers

Snapchat's taking its advertising game to the big leagues with an all-new Advanced Mode in its ad manager that lets agencies and companies set up automated, large-scale campaigns with the ability to quickly apply defined target audiences.

Snap Inc., which rolled out the Snapchat updates following a new measurement partnership with several groups, including Nielsen and MMA, also added features that automate campaign naming and new ways to format how campaign results are viewed.

9. Tips for targeting older demographics on social media

For many B2B marketers, sometimes your target audience doesn't quite match up with the young, Snapchat-yielding hipster Millennial that spends Saturdays at microbreweries. Targeting older demographics with more purchasing power or influence in a company may take reevaluating which social media platforms you use and what your messaging should be.

Based on stats gathered by the Pew Research Center, Business News Daily highlighted some of the major players from Facebook to Pinterest, and why one platform might be advantageous over another. Older generations might use Facebook more to share articles than selfies, for example, while Pinterest serves as a top platform to match your brand with a particular community's interests.

Check out the full insights to make sure your social media team is maximizing its lead generation opportunities!

10. B2B vs. B2C: social media marketing trends

Though they've traditionally employed different approaches to social media marketing, B2B and B2C companies' strategies might be converging. LinkedIn used to be the preferred platform for B2B marketers, but Facebook has made big strides to reverse that, according to stats from Social Media Examiner and marketing technology company Grazitti.

But which group of marketers uses more live video? What about blogs? Check out the recap for the latest trends and tips.

11. We'll wrap with LinkedIn's new Tinder-like matchmaking service for professionals

OK, it's not exactly Tinder, but the idea remains the same. The business oriented social platform is looking to swipe the feature that made matchmaking app Tinder such a success, and turn it into another reason for users to spend more time on the LinkedIn app. That's right: the company is preparing a swipe right or left feature to let young professionals find industry mentors who can help them climb the corporate ladder.

The feature, now only available to a hand-selected group of mentors in San Francisco and Australia, lets the experienced professionals decide who within or outside their networks can reach out for mentorship—for example, by limiting it to those in their geographical area, or those who went to their alma mater.

LinkedIn is certainly wading into new waters with this one. Hopefully, we won't end up with a LinkedIn for Lovers.