The digital landscape changes frequently, particularly social media trends and algorithms. The past month has seen significant revisions made across online platforms, including the installation of Google’s first core update of 2022, as well as Microsoft’s decision to finally retire Internet Explorer.
Social media users may be unaware of the smaller, more regular updates rolled-out across platforms, especially those who access through desktop. Apps on mobile devices are likely to ask for an update to be made, but again it’s not always clear what fixes, or changes, are being introduced.
So, what are the latest changes?
The most noticeable change for Twitter is the introduction of in-app communities, also known as ‘Super Follower Only Spaces’. These are available to selected accounts that offer subscriptions to users and are designed to offer a new way for brands to monetise through the platform.
Communities provide brands with a new opportunity to increase engagement with their most engaged followers by providing exclusive content. Some of the content shared within the spaces can be seen by ‘regular’ users, however, to engage, access or join the conversation, they would need to become a ‘Super Follower’.
As the popularity of TikTok continues to grow, Instagram’s latest updates are subtly directing users to share more video content in a bid to capitalise on changing user behaviours. While Instagram has launched several updates, the most significant are alterations in how content will be displayed.
Since its launch, Instagram has favoured a 1:1 aspect ratio, sharing content in square formats to fit within a grid aesthetic created for user profiles. The new update, however, will share content in a 9:16 vertical aspect (like TikTok), by default, to offer users a full-screen display.
The square format can still be selected, however users must use a resize button to do so. Any static imagery shared that does not fit the new aspect ratio will be cropped to improve the quality and suit the platform, while videos will be given a blurred border to fit the new style.
The latest Instagram algorithm assesses content in the following ways:
Another recent feature update enables grid pinning for three posts on a profile (suitable for both static and video content), stories running for up to 60 seconds in a single capture (rather than in 15 second increments) and several changes to Reels, including an extension from 60 seconds to 90 seconds and the ability to import audio.
Meta has also announced changes to its Facebook platform, including several updates for business pages that aim to encourage further consumer engagement. The first introduction is a feature that enables pages to send promotional messages to customers who ‘opt-in’ – examples given include product news, promotions and discounts.
The second is ad creation for the WhatsApp business app, designed to make it easier for communication to occur. Additional features will enable businesses to connect with their audiences through WhatsApp more frequently.
While many of these changes may not seem immediately significant to your page or profile, they could still play a part in the ongoing success of your content. The new features are designed to work alongside new algorithms, which means pages or profiles that implement the necessary changes will see their content perform better than those who stand still.
None of the platforms recommend altering existing content to better suit the new features, as the algorithms do account for a few different factors when assessing relevancy and popularity, but it is suggested that all new content should be created to best suit the features and ensure the best possible results.
These features are likely to develop further but, depending on their success, could also be removed as quickly as they arrived. We’ve already heard discussions around more changes that could be introduced later this year, such as alterations to how users interact with Instagram stories. While features are not currently live, being aware of key changes is essential to ensuring your content and engagement are optimised
For a free social media audit, or to speak to our team about optimising your platforms, call 01926 776900, email info@provapr.co.uk, or slide into our DMs.