The Bulletin August 2022

This month Instagram backpedals and switches to a classic tactic: imitation, as TikTok takes the lead in all things social media. Google and LinkedIn build on creating better platforms for users and the focus on Video is stronger than ever. Let’s dive in!

Another month and another confirmation that TikTok is taking over, at least in the social media world. According to the latest data from Pew Research, TikTok is now a top social media platform for teens, while Facebook and Instagram slip out of relevance. YouTube still leads the way among teens, with 95% of all teens regularly using the app. But TikTok is now clearly in second place and climbing. It comes as no surprise. Since the rise of TikTok, Meta has scrambled to keep up, with the push of Reels and Stories on Instagram as an example of Meta trying to appeal to the younger audience. As TikTok’s influence grows it will be interesting to see what steps Meta takes, especially as their Metaverse unfolds.

The head of Instagram, Adam Mosseri recently announced the reversal of recent changes to the app. This month Instagram received some heavy backlash due to the test of a full-screen TikTok-like home feed, as well as the focus on recommended posts and Reels. Now Mosseri admitted to reporter Casey Newton that Instagram will phase out the full-screen feed and reduce the number of recommended posts that users see as they work on improving their algorithms. Users expressed frustration at the transition of Instagram as a place where you could see photos of friends and family, to a glorified ad-space. Though the reduced recommended posts may fix this, it is not permanent, as Mosseri believes the future of the app is focused on video. Meta’s own stats show that, at least financially, this is true.

Google also announced some updates, affecting its Search algorithms. Google’s main aim is to highlight more valuable search results against low quality web pages that have been designed for SERP ranking rather than people. As always, Google wants to help users get the most relevant results, which are not usually provided by aggregator sites or sites focused purely on Search rankings. Google says the new tactics will put more emphasis on content quality and depth. This could change broader SEO practice as the usual processes like using keywords and using exact search terms in your headers, may become less relevant. Find out more at Social Media Today.

If it looks familiar that’s because it is: meet Instagram’s BeReal function. The BeReal app sends out a prompt to users at a random time each day, asking them to share a front and back camera selfie of what they’re up to at that time. It has gained significant momentum throughout 2022 with over 10 million total downloads and counting. So it’s no surprise that other social platforms are jumping on this wagon and Instagram’s new function will enable users to capture content and their reaction at the same time, with both cameras. Like BeReal they are also testing a location function which could prove problematic if it allows a location to be shared publicly. BeReal’s whole idea was to create immediacy in the social media world, to reject fake and sculpted social media personas. As Instagram has recently shifted to a less personalised and more recommended feed, it begs the question where they think this function will fit in. Only time will tell if they take off with it.

TikTok is taking the next steps forward in its eCommerce plans with the introduction of new Shopping Ads, which will provide more ways for brands to promote their products on the app. This tactic is not completely new, as it has proven successful in China. According to TikTok, “Shopping Ads is a simpler, smarter, and more advanced ad solution that helps brands meet shoppers wherever they are.” They hope to include new formats: Video Shopping Ads, Catalogue Listing Ads, and LIVE Shopping Ads. Though according to data from Meta, live commerce doesn’t have a lot of uptake in Western countries, TikTok remains confident that they can help creators generate direct revenue from their TikTok efforts. TikTok’s own data suggests that users are interested in more in-stream buying options. All we know is we’re excited to see what opportunities this holds for businesses. Is this another way TikTok will surge past the other social platforms?

It’s clear that Instagram is putting more energy into video at the moment, with their head Adam Mosseri repeatedly saying that video engagement is growing, and that their focus is on video to better serve their users. But new data from HypeAuditor shows us what this actually looks like. The HypeAuditor team analysed 77.6 million Instagram posts last month to measure the latest engagement trends, based on format. They found that images are still the most common types of posts, at 42%, and carousels came in second. However, despite being the third most popular post option, Reels see the most reach. The data shows that currently Reels are the best option for maximising engagement, even though most users are not posting Reels yet. This could present an opportunity to get more attention with your Reels on Instagram, as there is less competition.

LinkedIn has announced some new updates to help users discover and engage better with the app. These include the new ‘Discover’ feed, a ‘Meet the team’ section on job listings, and a ‘Celebrations’ tab to better organise notifications. Firstly the Discover feed appears similar to TikTok’s ‘For You’ feed but for professional updates based on your interests. It will highlight newsletters, videos, events and more from suggested brands and companies, which could be interesting, like on TikTok, or frustrating as it has been on Instagram. The proposed ‘Meet the Team’ section would help applicants get a better feel for the team and workplace they are applying to. It will also show mutual connections between the applicant and the hiring team, “to help facilitate a productive conversation.” Finally, the ‘Celebrations’ display is aimed at helping users stay in touch with connections based on key moments like job milestones, work anniversaries, etc. Currently in the testing stages it’ll be interesting to see how LinkedIn users take to these changes and whether they help the app build on its growing engagement levels.