Looking to keep up to date with the latest social media news, but you have little time? We have you covered! This week (episode 114), we discuss all this and many other things:
- The co-founders of Instagram leave their post on Facebook, causing a shock in the sector. We cover what this critical change means for the social giant.
- Vertical video is gaining momentum and the time has come for companies to engage in this trend. Vertical video is quickly becoming the preferred method of consuming online content.
- Facebook launches a new powerful advertising format – Stories Ads. Stories are a great way to reach your customers on social media and this ad format is an exciting opportunity for businesses around the world.
- Facebook will now allow Facebook pages to join groups as a page. This exciting announcement offers businesses a new way to connect to their Facebook community in 2018 and beyond.
Join more than 20,000 weekly listeners for the Buffer podcast Latest news on social media marketing, updates, stories, thoughts and recommendations.
Let's take a closer look!
Kevin Systrom and Mike Krieger, co-founders of Instagram. Photo: Instagram Press
Instagram co-founders quit, vertical video is gaining ground, Facebook is launching Stories stories, and more! [complete podcast transcript]
What follows is a slightly modified transcript of the conversation between Hailley Griffis and Brian Peters.
- Part I: The co-founders of Instagram resign their positions on Facebook
- Part II: Vertical video is gaining popularity and popularity among brands.
- Part III: Facebook launches the powerful new format of Stories Ads for Pages
- . Part IV: Facebook will now allow Pages to join Facebook groups
Hailley : Hello everyone! I'm Hailley Griffis and here's The Science of Social Media, a Buffer podcast. Your weekly sandbox for stories on social networks, ideas, experiences and learnings.
Brian : Welcome to episode 114, I'm calling Brian Peters and this week we are analyzing what is probably the biggest social media outlet. history of the year. The co-founders of Instagram are resigning and we have a glimpse of the future of the social giant.
Brian : As always, welcome to the show.
Part I: The co-founders of Instagram leave Facebook
Hailley : I guess there's no better place to start than with the One of the biggest reports on social networks of the year.  The founders of Instagram, Kevin Systrom and Mike Krieger, leave Facebook.
Now, there is some speculation about what has actually happened, but according to Bloomberg, this is partly due to growing tensions with CEO Mark Zuckerberg
Hailley As many of you may remember, Systrom and Krieger have been in the business since Facebook's 2012 Facebook buyout for $ 1 billion.
being an incredible investment for Facebook with Instagram, now valued at over $ 100 billion.
Systrom announced that it was planning to take some time to explore again its phrase "curiosity and creativity". And to build new things, they need to take a step back, that they understand what inspires us and that they fit what the world needs.
Hailley : Of course, Zuckerberg congratulated the founders of Instagram in a statement and wished them "I wish all the best possible and I can not wait to see what they will build by the after. "
This raises however some questions as to the true reason for the departure of the founders and the future of Instagram.
Facebook continues to face a ton of criticism. For much of the last two years, critics have accused Facebook of being negligent about user data and not preventing foreign interference.
Brian : These problems began to weigh heavily on Facebook's activities and stock. Facebook shares fell about 2.2% after the news announcement on September 24th.
This news certainly raises questions about what is going on there. Many publications, such as the New York Times and Bloomberg, speculate that Instagram's co-founders were unhappy with Zuckerberg's direction.
To say that this goes against their original vision of society.
Hailley : I see it perfectly.
As a public company, Facebook has its shareholders to take into account, which means that revenue generation is often a top priority for product decisions.  I think that Systrom and Kreiger turned more to the organic "community" of things than to income generation. What is neither necessarily good nor bad in both cases is perhaps a natural end for Facebook.
Brian : Okay, Hailley. It's a little like what we've experienced here at Buffer in recent years, even though we ended up on the side of the biological spectrum community.
But it's worth noting that, from a product and business perspective, Instagram continues to be a major opportunity.
In fact, Instagram is poised to provide Facebook with $ 20 billion in revenue by 2020, about a quarter of Facebook's total revenue.
Hailley : Instagram continues to attract a younger clientele.
And they also spend a lot of time on the platform, with users averaging about 53 minutes a day.
In addition, Instagram has many shopping features around the world. feed, Stories, and explore making it an excellent platform for e-commerce brands.
Brian : All-in-all, and I could be alone here, but I think the departures of Systrom and Krieger create a unique opportunity for Instagram in motion
The decisions they will make as to the question of who to hire to replace and where to buy the product in the coming months will be critical to the long-term viability and success of Instagram.
I do not know you
Hailley : As always, we'll keep you up to date with all the most important and up-to-date news on social media science.
II: Vertical video gains popularity and popularity among brands
Brian : If you do a quick online search for "vertical video", you'll quickly discover hundreds of blog posts – even entire websites – inviting you to stop filming vertically.
It's no secret that people love to hate vertical video.
But for businesses, it's time to reconsider your decision because vertical is the new default setting.
19659007] Hailley : The reason the video is vertical If you go anywhere and this is the new default , it's because smartphones are the basis of the trend and as more content is created and consumed on mobile devices, we will see an increasing amount of vertical video.
It's not hard to imagine a day when The majority of the time spent browsing, reading and shopping online is done on our phones.
Brian : For the creators, the vertical is a convincing new narrative format that can help you to be fully accepted by marketers, leaving you with a great opportunity to start today.
Facebook, Instagram, Twitter and YouTube all support vertical video and studies show that it produces more engagement and converts better than traditional landscape video.
Hailley : This year again, Instagram reported that more than 40% of its users declared themselves more interested in a brand or product after seeing it in an Instagram story.
But more important than ever Vertical video can convert customers and boost sales, which is obviously important is that vertical video helps brands appear authentic on social media in feeds containing information about their friends and family. And just to elaborate on that further. Think about the types of videos that ordinary people create. Does he create highly produced landscape videos or does he shoot with his phone in vertical mode?
I would guess this last one. So, brands that can make their content look like real user content are the ones that will succeed.
The secret weapon of vertical video is to give the impression that it comes from a friend, even if it comes from a brand.
Hailley : The vertical format of the first stories is incredibly versatile. For example, Netflix has designed a mobile-only story format for movie trailers.
It looks like the button you see on Instagram to start a story, but offers a new way to browse movie trailers.
And by the way, if you want to see this Netflix example or know how your business can succeed with vertical video, we've just launched a brand new four-part email series. Check our blog for more details.
Brian : The series is super good. Anyway, what can be intimidating for many of us is actually to change to create vertical content first, and adapt it through your social channels.
Although it's been years since the video was first. Many companies around the world are afraid of the format: the skills required to produce or edit a video are hard to come by and require significant investment.
Hailley : Your first steps in the video might even be less frightening.
Since vertical video is native to mobile devices and most of the vertical content in the first place is already filmed on a smartphone, the expectation of your audience is much different than that of your audience .
In fact, The Guardian has invested heavily in Instagram and discovered that data analysis was not worth producing "heavily produced" videos with scripts, studios or professional editing.
Brian : Instead, they discovered that quick explanations and even static graphics were more popular and that it was therefore more likely that a viewer would stay up to date. the end.
News UK has similar results, claiming that the vertical video had "multiplied by six the number of interactions". and he plans to experiment them for other purposes, such as advertising items to buy.
Hailley : If you're eager to jump into this vertical video trend, the key is to remind yourself that watching vertical videos is essential. almost synonymous with being on the move, which means that your viewers may be interrupted by their surroundings, their notifications or simply by the fact that their arms get tired.
The duration of attention is getting shorter and shorter, especially when you are struggling with the user. Friends, filling their screen
Brian : The tired arm is real!
But what this means for a video, is to arrive quickly at the goal and give the hook almost to the front of the viewer – bite-si Thanks to the instant content, it means that they plan to continue in your feed and end up seeing more of your content than in a 5-minute exploder.
Mercedes Benz has excellent examples for finding the right balance between content and length. , where he managed to reach more than 2.6 million people through short ads containing a lot of information, quickly, using the new format
Hailley : Again, you can check all this and more on our blog now on our blog!
Part III: Facebook launches the new format Stories Announcements for Pages
Well, some quick but important updates on the Facebook front before you leave.
First, Facebook has officially announced that it is broadcasting Facebook Stories ads to advertisers around the world
More than 300 million people are now using Facebook Stories every day and, as tradition dictates with Facebook, they now offer businesses a way to reach this large audience. [1 9659021]
Brian : Ads everywhere!
But you know they're working
A survey of Ipsos revealed that 62% of those surveyed had become more interested. in a brand or product after seeing it in a story.
And Facebook states that "brands testing Facebook Stories ads are already seeing results."
Hailley : We've experimented a bit with the Stories ads as Well, is it? not?
Brian : We have one and I must admit that they work very well.At the present time, we generate traffic to many buffer pages for less than 0.15 dollar per click, which is rather impressive.
Hailley : Many brands see similar results, Digiday found that the booking service saw ads Facebook Stories and Instagram Stories perform better than ads in the Facebook news feed and in the Instagram feed.
In fact, the results for Hopper have been so good that companies have quoted "ad design for the Stories format and then adapting them to other formats ".
Brian : The Facebook Stories ads were broadcast globally from the recording of this show.
To start using Stories ads, go to Facebook Ads Manager. and create your ad, then, when it will be to select "Locations", the option to include stories on Facebook will display.
We will be doing a lot of testing in the next few weeks, so stay tuned!
Part IV: Facebook Will Now Allow Pages to Join Facebook Groups
Hailley : Finally, and I found this one really cool, Facebook will now allow Pages to join Facebook groups.
Image: Social media today
A Facebook spokesperson reportedly reportedly told social media today While they had heard many companies say that a "more intimate setting" could make sense for branding.
Facebook had previously launched the possibility for Pages to create Facebook groups so that they could interact with their communities, but they are now testing the possibility for Pages to also join existing Facebook groups.
Brian : As usual, the new option was spotted by Mari Smith and shared by Matt Navarra and could be another way for companies to offset some of their losses in the organic scope of Facebook because of the change of the platform algorithm.
now, the "Allow pages to request joining as members of the group are enabled by default, too, unless a group administrator has chosen not to let the pages join, the pages included in the test group should be able to join most groups.
Hailley : Of course, it's not necessarily a game changer, and it probably will not bring back most of the referral traffic that you've probably lost as a result of the changes from the Facebook algorithm.
But that's another interesting consideration for businesses. and marketers, and another learning opportunity to draw more attention to your business on social media.
Brian : Thank you very much for familiarizing yourself with the science of social media.
Contact me or Hailley, we're always listening to you on social media using the hashtag #bufferpodcast. You can also greet us at any time and [email protected]
Hailley : Congratulations to you all, the more than 20 000 people who attend our show every week. You make this pleasure and that's the reason we do what we do, thanks! And thank you for talking to your friends, family, and colleagues.
Many good shows coming in the next few weeks.
Until next Monday, everyone!
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About the Science of Social Media podcast
The Science of Social Media is your weekly sandbox for stories, ideas, experiences and inspirations on the media social. Every Monday (and sometimes more), we share the most advanced social media marketing tactics of brands and influencers from all sectors. If you're a social media team consisting of a single owner, business executive, marketer or just interested in social media marketing, you're sure to find something useful in each episode. We hope you'll join our more than 20,000 weekly iTunes listeners and switch your social media channels!
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