Streamlining is on every platform’s mind, with recent updates on Facebook, Twitter, and LinkedIn focusing on helping audiences use every function of the apps more smoothly. Facebook is launching a process to help advertisers convert their static imagery into more engaging, video-like ads. Facebook also put a new two-step page authorization process in place to ensure pages are being run by correctly authorized admins. Twitter updated the Lite version of their app to allow for more reach across an additional 21 countries and LinkedIn is relaunching Groups within the flagship app to help users connect. Learn more below about these backend app updates!

Facebook Launches New Process for Video Ad Creation

  • Last week, Facebook launched a new process which enables advertisers to convert their static images into more engaging video-like ads. The new option allows brands to create animated ads without the workload of regular video creation, helping brands who don’t have the bandwidth for high-quality video creation. With more details to come about the actual process of how a brand would start this process, Facebook’s Creative Shop offers a specialized process to get started. Based on the announcement, there will be four different options for this new process: Basic Motion (adding only one or two elements), Brand in Motion (Bringing the elements of the logo or brand to promote brand awareness), Benefit in Motion (Showcasing a product benefit, like a special offer or discount, to life through motion), and Demo in Motion (Focusing motion of demonstrating how the app, website, or feature works).
  • What it means for brands: With video content becoming an even larger factor in ads across all social media platforms, this process could be a helpful option for healthcare brands looking to implement video-style creative into their social campaigns without the heavy lift of developing video content. With all four options created for specific optimizations in mind, healthcare brands can elevate their campaigns with the strategic creative process they are given with the help of the Creative Shop. Stay tuned to see how this process unfolds.

Additional Resources: Social Media Today, Adweek

(Facebook)

Facebook Adds New Authorization for Pages

  • With many discussions of security and what constitutes real or fake news, Facebook implemented new requirements for page publishing for people who manage a page with a large audience in the US. Moving forward, people who manage these pages will be asked to complete a two-factor authentication and confirm their primary country location. If a page manager needs to go through the authorization, they will receive a notice at the top of their news feed. Facebook notes enforcement will follow later in August and if people do not complete the process, they will not be able to post on their page.
  • What this means for brands: The first major part implication of this authorization is that if a brand’s page is selected to undergo this process (i.e. the page has a large audience in the US), the people posting on their Facebook page would need to become authorized or they will not have access to post at all. Facebook confirmed that the enforcement for the brands will be implemented later this month so keep your eyes peeled for the notification and be ready to authorize your country of location. It should only take “a few minutes”.

Additional Resources: CNET, Digital Journal

(via Facebook)

Twitter Lite Expands to 21 Additional Countries

  • After last year’s release, Twitter announced that Twitter Lite is now available in 21 additional countries, including: Argentina, Turkey, India, and Ukraine. Twitter Lite was a result of people around the world not being able to use the regular app because of slow mobile networks, expensive data plans, or the lack of space on mobile devices. Twitter’s answer was to create an app that uses less data by enabling a “Data Saver” mode and that was built for 2G and 3G networks but still has some useful features from the original app, like bookmarking, push notifications, night mode, and threads. The lite app is now available in a total of 45 countries.
  • What it means for brands: As social media continues to keep people connected across the world, different data plans or slower internet connection can keep people from using social networking apps. This new version of Twitter Lite allows Twitter content to reach even more people. Whether a healthcare brand is trying to raise disease awareness in a wider range of countries, or specifically targeting a congress in Argentina, having the possibility of more people on and using the app is a definite plus. It is important to keep in mind that if a brand is targeting in countries using the data saving mode, videos and photos will not load automatically, making compelling copy even more important.

Additional Resources: TechCrunch, Social Media Today

(via Twitter)

LinkedIn to Relaunch Groups in Flagship App

  • After pulling the standalone Groups app in February, LinkedIn will soon be relaunching LinkedIn groups with a range of new features and focus on making the option more integrated into the original app. LinkedIn’s Groups Director of Product, Matali Pattnaik, states that the group experience is fully rebuilt with the goal of making groups easier to access and discover. Group notifications were rolled out earlier this year to test effectiveness and has shown to be an effective way for members to stay up-to-date with their respective groups. Additionally, groups will now highlight conversations taking place within a group in the main LinkedIn feed of members, similar to the feature on Facebook.
  • What this means for brands: Whether it is being a partner to an advocacy group or creating a disease awareness page that focuses on professionals, LinkedIn groups can have an impact on a healthcare brand. In the past, groups on LinkedIn were spammed with group e-mail blasts, which have since been discontinued, and users who wanted to promote themselves or their products. LinkedIn has quelled those two pain points by discontinuing the group email blast option, as well as allowing admins to approve and remove group members on the app. If groups on LinkedIn groups can become as integrated into the platform as they are on Facebook, it would be another opportunity for exposure and reach on the platform.

Additional Resources: Adweek, Social Media Today

(via Social Media Today)