Innovation and authenticity are reoccurring themes across social media platforms this month. Instagram takes initiative by creating a new anti-bullying tool, and Facebook updates its algorithm to demote misleading health claims. Pinterest expands its capabilities, increasing its marketing value for businesses, while LinkedIn keeps updating its campaign manager platform with the addition of three new features.
Instagram Implements Anti-Bullying Tool
- Instagram is adding a new feature that could potentially limit the impact of bullying on the platform. A warning powered by AI was added to the comment section that will alert users before posting if it determines that their comment would be considered offensive. Though this feature provides a warning, it does not automatically stop the user from leaving the comment. This warning, however, aims to encourage users to rethink their potentially negative comments and allows them to reflect before posting by asking, “Are you sure you want to post this?” The platform also added a new restriction feature as “the middle ground between blocking and doing nothing.” When a person is “restricted,” only the owner of the account and the restricted user can see their comments. The user will not know that they have been restricted unless they search to see if their comments are visible by looking on another user’s account. Also, the restricted user will now know if the account owner is online or has read their direct messages. This feature has been tested in only a few select countries but will be available to all in the coming months.
- What this means for brands: This new feature can help transform the tone of the comments section for brand pages by calling attention to potentially offensive behavior and work to limit the number of negative comments. For healthcare brands, this can help reduce negative discussions among users in the comment section. The reduction in unfavorable threads could lead to a shift toward addressing customers’ needs and complaints via email, direct message or phone instead of in the comments section. Hopefully, this feature will encourage users to become less critical and to communicate with brands in other, more productive ways besides commenting on social media posts.
Facebook Updates Algorithm to Indicate Misleading Health Claims
- Facebook added two algorithm updates to its News Feed to reduce posts with (1) misleading health information and (2) the promotion of products with sensational health claims (e.g., promoting a medication or treatment that claims to cure a medical problem). With this update, when Facebook detects a misleading ad for a health-related product (e.g., promoting a miracle cure, such as pills promising instant weight loss), the ad will be placed lower in a user’s News Feed. Facebook previously faced challenges with clickbait posts that drove audiences to spam offerings. The company has since worked to address these issues by identifying keyword phrases commonly used in these posts.
- What this means for brands: Healthcare pages will need to be both strategic and creative when choosing to post copy to ensure it is not misleading and that it includes fair balance, but also gets to the point of the post or advertisement so the ad does not get flagged or caught in this new filter. For audiences, seeing fewer misleading posts and less promotion of products with sensational health claims as a result of this new filtering feature could potentially increase the perceived trustworthiness of the posts that are allowed to remain in the News Feed.
(via Facebook Newsroom)
Pinterest Updates Video Tools Feature
- Pinterest rolled out both new and improved video tools, including a new uploader, a video tab, video analytics and pin scheduler. The updated video uploader allows brands to upload videos directly to their page in a more seamless process. The video tab allows brands to display all of their videos in a single, organized space. The video analytics tool gives users insight into lifetime views and the performance of their video over time, and the pin scheduler allows brands to schedule their video content in advance.
- What this means for brands: These new tools offer new opportunities for brands to reach relevant audiences within the platform with content that is more likely to resonate with users, while also measuring its success (or lack thereof and where to optimize). Since last year, searches for “inspirational videos” have jumped 31%. Brands that can leverage this theme or content have an opportunity to share videos to generate more exposure and engagement.
(via Pinterest Newsroom)
LinkedIn Adds New Features to Campaign Manager
- LinkedIn announced three new additions to its campaign manager: brand awareness, website conversions, and job applicant. This rollout has already had tremendous success, with a 67% higher rate of customer satisfaction compared with the previous version of the campaign manager. The new brand awareness feature offers advertisers “top of the funnel” ads to give them increased exposure opportunities. For the updated website conversions feature, advertisers can now create campaigns that are “optimized for specific actions on a website.” These include event registration, downloads and purchases. The job applicant feature will allow LinkedIn Talent Solutions customers to advertise via LinkedIn or on their own website.
- What this means for brands: The brand awareness feature offers a new opportunity for healthcare brands to reach existing employees, while reaching key stakeholder audiences (e.g., patients, stockholders, potential applicants and prospective partners) outside their immediate company network. Website leads will now help healthcare brands capture and drive meaningful leads. Brands can now choose job applicant as their ad objective, therefore having the potential for more views, clicks on the job ad and applicants. With more than 4 million healthcare professionals on LinkedIn, these updates make it easier for healthcare brands to maximize their recruitment efforts.
(via Marketing Land)
Bonus Feature: Apple Plans to Unveil Disability-Themed Emojis
On World Emoji Day (July 17), Apple announced it will add disability-themed emojis to users’ iPhones. Apple said the goal of this update is to “bring diversity to the keyboard.” The new emojis include a prosthetic arm, prosthetic leg, wheelchairs and guide dogs, which Apple plans to release by the end of this year. Though the use of emojis is not appropriate for all brands or product messaging, for some healthcare brands, this is an opportunity to represent patients more accurately and help them feel more included within online conversations.
Additional Resources: CNN Business
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