Although the summer is winding down, social updates are ramping up! LinkedIn launched an insights hub that provides marketers with relevant data and expanded its live stream option. YouTube is removing the ability to send direct messages, and Twitter is adding larger carousel ad images. Read on to learn more about these social updates.
LinkedIn Launches Insights
- LinkedIn is host to over 645 million members and 30 million global businesses. The abundance of activity on the platform has created a wealth of data that marketers can use to their advantage. To assist them, LinkedIn launched a new “Insights and Research” hub within its pre-established “Success Hub for Marketers.” On this new hub, users can access people, industry and advertising insights. The “People Insights” section provides information on audience demographics, highlights resonating topics, and showcases the most engaged content. Within “Industry Insights,” users can discover trends, research and data across a wide range of industries from financial services to healthcare. The “Advertising Insights” section helps users understand the LinkedIn advertising landscape so they can best optimize their content.
- What it means for brands: This new hub will provide brands with up-to-date insights relating to their audiences, industries and LinkedIn’s advertising strategy. LinkedIn is quickly becoming a hot platform for healthcare brands to be on. For those newer to the platform, the “Insights and Research” hub will be a great starting point in creating an approach to LinkedIn advertising. For brands that have included LinkedIn in their content strategies for some time, the hub will provide a deeper look into who they are connecting with and how. Healthcare brands of all sizes and experience levels will benefit from the insights gleaned on this hub.
(via Search Engine Journal)
LinkedIn is Looking to Expand its Live Feature
- Earlier this year, LinkedIn launched a “LinkedIn Live” option to select users. It is now expanding this offering by publishing a tips and tricks guide on how to make the most of the live streaming option. Unlike live streaming on other social platforms, LinkedIn Live is hosted through a third party, which is intended to create a more professional video experience. It is important to note that, while it is expanding, LinkedIn Live is not available to most users. Company pages must connect with their LinkedIn representatives or apply to the LinkedIn Live beta program for access.
- What it means for brands: LinkedIn users are 20 times more likely to share a video than any other form of content on the platform. In addition to garnering engagement, live videos allow brands to interact with audiences, promote unique features of a product, showcase what makes them unique and much more. For healthcare companies, live video allows the audience to feel more connected to the brand whether that be by live streaming from a medical conference, sharing news of drug approvals, or showcasing a spokesperson for unbranded campaigns. Real- time video invites audiences to engage with the event as opposed to simply watching it.
(via Social Media Today)
YouTube to Remove Direct Messaging
- YouTube will remove its direct messaging feature effective September 18. The platform believes that this feature no longer fits within its priority parameters. Within the last two years, YouTube has placed a heavy emphasis on public conversations with updates to comments, posts and stories. Therefore, the shift from private to public conversations is a clear next step for the platform’s focus. While users will no longer be able to share videos and comments privately, they will continue to be able to share video on YouTube outside of the platform by clicking the “Share” button and choosing where to post it.
- What it means for brands: While this update will likely not have a significant impact on brands, it does provide a variety of new opportunities. Without the option for viewers to communicate privately within direct messages, they may be more apt to post a public comment on a video, allowing brands to gain a better understanding of viewers’ perceptions of their company or product. This update is also indicative of YouTube’s switch to newer features such as YouTube Stories. While healthcare brands are likely to have YouTube comments turned off, there is the opportunity to create short-form video content and post it on their YouTube story as on Facebook or Instagram. Video content and stories have both enjoyed recent popularity, so a combination of the two could be the key to a successful content strategy.
(via Social Media Today)
Twitter Tests New Carousel Ad Format
- Twitter is looking to expand its carousel ad capabilities for additional campaign types beyond its current app installs offering and, with it, a new look. The new format includes a larger image panel and a swipeable carousel stream. The new layout places a greater emphasis on an ad’s creative assets, with the intention of creating the best experience for scrollers and a higher value for marketers. Twitter will monitor the results of the new layout and assess its next steps before providing additional roll-out information.
- What it means for brands: The old saying “bigger is better” is true in the case of this update! Visuals are the best bet for grabbing the attention of social media scrollers. A larger image is more likely to catch users’ eyes and, therefore, provide an opportunity for them to engage with the content. For healthcare brands, using pictures of real patients in carousel ads can add a personal and relatable touch for audiences. The swipeable feature also allows brands to share more and audiences to learn more by experiencing more content in one place.
(via Social Media Today)