Looking back at 2017, we realise that the world has changed drastically for social media marketers. The pressure from individuals and regulatory bodies has forced social media platform owners to accept that they are responsible for the spreading of fake news like wildfire. Cyber bullying is another core issue that the social media should be held accountable for.
And, above all that, these platform owners tried to find new ways to stay profitable and to keep the balance between private users’ and businesses’ interactions. Thus, it comes as no surprise that we have seen many changes in the way social media platforms work and the rules they impose on their users.
Let us take a look at the most significant changes and how they impact social media marketing:
- Twitter Doubles the Number of Characters Per Tweet
Tweets have traditionally forced users to say what they want to share in just 140 characters, spaces and links included. For some time now, there has been a pressure on the platform to be more generous and increase this number.
“Ask and ye shall receive” thought the owners of Twitter and they decided to double the character count. Now you have 280 characters to share your thoughts, jokes and promotions. This means more hashtags for your tweets and more relevant keywords for prospects to find your messages and follow through with the CTA.
- Social Ecommerce
The number one rule for every kind of online interaction between people and businesses is convenience. People are in a hurry and impatient. If they cannot solve a problem or satisfy a need quickly and efficiently, they will move on; the moment is lost and so is the sale.
In order to make these interactions as seamless as possible, the social media now allows people to make purchases directly from within the platform. This is extremely beneficial both for individuals and for businesses. Once the moment of interest has been created, people can act on it and make the purchase without having to leave their social media page and go to a website.
- LinkedIn Launched Its Own Native Video Platform
In an era where video is the king of content, LinkedIn was stubbornly refusing to allow its users this form of expression. But there comes a time when you have to go with the flow or lose advertising revenues. And this is why LinkedIn now allows users to share videos, both on the desktop browser and the mobile app.
For desktop, users can only upload a pre-recorded video. On the mobile app, users can opt to upload a video from the camera roll or record one. Right now live streaming is not possible, but we expect that this will change in the near future.
- Chatbots for Messenger
Your business can now answer enquiries on Facebook™ messenger 24 hours a day, 7 days a week. No, you don’t have to spend your life stuck to your mobile phone, but you can activate a chatbot instead.
Chatbots are a form of artificial intelligence. They are currently advanced enough to understand written and spoken words, pick up keywords, and give accurate and relevant answers. This means that your clients do not have to wait until you are doing your daily round of social media platforms to answer messages. The reply will come instantly, and will be as helpful as if you wrote it.
- “Paid Partnership With” Tag on Instagram
The problem of paid sponsorships has reached the attention of the Federal Trade Commission in the US. Last year, the FTC started sending letters to celebrities and notifying them that they have to disclose whether they are paid for the photos and videos in which they endorse a product. Instagram now makes it easier for brands and influencers to be transparent and to cross-promote each other.
The “paid partnership with” tag allows both businesses and their endorsers to add a hashtag which specifies exactly what or whom they promote. This is not just a way of being honest and complying with the law, but also a way of driving more traffic to your Instagram posts.