Social Buzz - Out with the old, in with the new (Apr 2024)
Here’s everything you need to know to stay ahead of the social media curve and dominate your strategy.
NEWS
Brands can now chat directly with clients on LinkedIn…
Previously available only to select users in 2023, LinkedIn has announced a wider rollout of its chat functionality. This means all brands can now directly have two-way conversations with their clients through their LinkedIn page, enhancing engagement and lead generation.
Source: LinkedIn
…and there’s more! Short-form video content — on LinkedIn?
You may have to make big changes to your LinkedIn strategy — the platform is experimenting with a dedicated video tab where users can view short-form video content. Though most likely, this may be limited to career-related content.
This can be another way to boost engagement and discovery through content like product explainers, career development, or employee Day In The Life videos.
This feature is still in its early testing phase, so we’ll have to wait and see.
Source: LinkedIn is experimenting with a TikTok-like video feed in its app
Everyone, meet Telegram Business
Users can now turn their accounts into business accounts. Business owners can pay a monthly fee to display their opening hours and location, label chats by colour, customise start pages, and utilise common chat features such as chatbot support and quick replies.
With this major move, Telegram is taking on Meta’s messaging giants, WhatsApp and Messenger. Some key differences? Its subscription-based model and set-up convenience are perfect for small businesses and solopreneurs who don’t have a dedicated Facebook page or business mobile number.
This is also part of the platform’s bigger push for profitability. With over 900 million users, the app's founder has announced they expect to turn a profit by 2025. One way they hope to achieve this is through subscriptions to Telegram Premium, a service offering extra features for a monthly fee.
Source: Telegram
Singapore’s preferred retail platform in 2024
Social media will be Singaporeans’ go-to shopping channel this year, as reported by Hubspot. As 85% of Singapore’s population is on social media, we can expect them to bypass third-party sites and brand websites, in favour of buying directly from brands’ social media.
Among these platforms, Instagram reigns supreme, offering the highest return on investment (ROI) for social commerce campaigns.
Other takeaways from the report include:
Pay attention to community. Marketers in Singapore believe fostering active online communities is key to success. This includes encouraging user-generated content and improving customer experience to build trust and brand loyalty
It’s time to have funny, short-form videos: Among the most popular formats used by marketers, short-form videos had the most ROI. Under this, the top content types are funny content, interactive content (polls/games), and relatable content, meaning brands have to lean into authentic, less-edited content to earn trust and credibility.
AI is the new game changer. Social media marketers view AI as a game-changer, with many already using it to create content. Many use generative AI for repurposing content, copywriting, and content ideas, allowing them to effectively scale up content creation faster.
Say goodbye to some Facebook metrics
On 14 March and 19 April, Facebook removed several page-level engagement metrics from their API and their native reporting to remove metrics that are not widely used. Some notable ones that were deprecated were page-level Comments, Shares, and Other Positive Feedback.
What does this mean and who does this affect? Simply put, marketers will no longer be able to access these metrics whether in the native platform or via third-party tools. While this will not affect the day-to-day of a regular Facebook user, it may affect how third-party tools compute for various KPIS at the Page-level.
