The start of a new year brings new changes on the social media front! The importance of privacy and truth take center stage as social platforms dive into the new decade. Facebook has taken steps to update its privacy checkup tool and is cracking down on manipulated media. Twitter is extending its promoted trend spotlight option, and privacy concerns around TikTok continue to swirl. Read on for additional information.

Facebook Updates Privacy Checkup Tool

  • When Facebook launched Privacy Checkup in 2014, it included only three areas – who could see your posts, what information was on your profile, and third-party apps. Now, the updated Privacy Checkup includes eight areas split into four sections – who can see what you share, how to keep your account secure, how people can find you, and your data settings. The purpose of Privacy Checkup is not to limit the data collected from your profile, but rather to serve as an overview of the information you’re sharing. However, users can access wider privacy shortcuts such as Ad Preferences in the same drop-down menu as Privacy Checkup.
  • What it means for brands: This update may prompt users to take a second look at their profiles and re-evaluate the content they’re openly sharing. Updates made in the data settings section may limit access to certain information that brands use for key audience targeting. This update may also prompt an additional conversation surrounding privacy settings when it comes to targeted ads. Healthcare brands will need to have a clear understanding of their audiences in order to develop relevant messaging, and all brands should be prepared to address transparency around their targeting practices.

Additional Resources: Wired, Social Media Today


Facebook Cracks Down on Manipulated Media

  • Facebook is getting real about deep fakes – artificially manipulated videos that distort reality, typically faces. According to the platform, millions of photos and videos are shared each day. While the majority are truthful, some images/videos are created specifically to mislead the public. To combat this, Facebook has dedicated its efforts toward investigating AI-generated content and fake accounts, partnering with academic, government and industry experts to expose the creators of these misleading efforts. Facebook also announced it will remove the manipulated media if it has been edited beyond adjustments for clarity or quality or is a product of AI and machine learning that merges, superimposes or replaces content onto a video. Facebook’s announcement comes at the same time that Snapchat and TikTok announced they are working on new deep fake type features.
  • What it means for brands: A strong creative asset could be the difference between a user scrolling past your post or not. But to what extent are some willing to go to ensure their message is heard? With this update, the line has been clearly drawn. Brands connect with audiences through engaging creative that clearly tells a story, not by manipulating the truth. For healthcare brands, a continued focus on truthful storytelling is key, letting the message speak for itself. A patient testimonial or stand-out graphic can be effective on its own, without additional enhancing. While using new technology and techniques can lead to innovative offerings, it is important to use them in a way that best represents the brand.

Additional Resources: Social Media Today, Tech Crunch

(via TechCrunch)

Twitter Extends Promoted Trend Spotlight Option

  • Twitter announced it will officially launch its Promoted Trend Spotlight ad option in 15 markets worldwide after testing it in select countries since July 2018. Ads in the Promoted Trend Spotlight area appear at the top of the Explore page for the first two visits per person, per day. After the first two visits, the ad moves to the standard Promoted Trend placement, and organic content resumes its spot at the top of the page. The placement supports static images as well as six-second GIFs and videos.
  • What it means for brands: It’s been reported that people spend 26% more time looking at the Promoted Trend Spotlight section compared to the standard Promoted Trend area. The prolonged engagement time led to a 113% increase in ad recall and 18% higher brand consideration. This is great news for new brands looking to make a splash on Twitter, or established brands wishing to share an important message with audiences. For healthcare brands, this is a great opportunity to stand out from the conversation on a key awareness day or to introduce a new campaign. The Explore page is a popular destination for Twitter users, so running an ad in this highly coveted placement increases the likelihood that audiences will connect with your brand and take the desired action of your message.

 Additional Resources: Marketing Land, Social Media Today

(via Social Media Today)

U.S. Military Bans Members from TikTok

  • The U.S. Department of Defense recently instructed all military personnel to remove TikTok from government-issued devices. The popular app, which has been downloaded more than 1.5 billion times worldwide, belongs to Chinese parent company ByteDance. Under China’s cybersecurity laws, all Chinese-owned companies must comply with any and all requests for user data. While TikTok has reported that it does not store American data in China, concerns still exist, particularly because the app is able to identify users’ locations.
  • What this means for brands: The jury is still out on whether TikTok will become the next big advertising platform. While some brands have already capitalized on its popularity, branded messaging on the platform is still in early stages. Concerns surrounding data and privacy standards may make other brands hesitant to jump on board. For healthcare companies, this could be an additional point to consider when deciding if the platform is the right fit for long-term social media goals.

Additional Resources: New York Times, Slate

(via Slate)

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