September 11th, 2020

This Week In Social Media

From Facebook ad limits, a new TikTok content feature and Instagram pushing Reels, Social Media was all about enhancements this week.

Reels in Navigation Bar 

Reels has slowly but steadily started to gain popularity on Instagram in 50 countries over the month of August, the platform is now testing a new way to boost the feature by incorporating it into the navigation bar at the bottom of the screen. The changes are said to reflect a change in consumer behaviour, especially in regards to cultural engagement. 

To test how consumers respond to the new integration, Instagram is playing around with a number of different layout options, swapping out the order and location of the shortcut functions. Look carefully below: 

Additionally, Instagram is also looking to implement an additional Reels trend report to analyse and get a grasp on cultural trends and topics of a generation. This could be a viable and educational content option for brands to tap into to understand what users currently converse about and respond to. 

Therefore, we believe it’s crucial for you to hop onto Reels ASAP. Not confident yet? We have some tips for you. 

  • Create a rough storyboard of the content you would like to capture and share 
  • Make a few practice Reels to get the look and feel for the feature
  • Showcase your product or service in a fun and snackable way
  • Get creative and original with music, text and filters, in line with your brand identity
  • Boost your Reels posts, as they stand out against static and conventional content, especially in a time where Instagram is trying to boost Reels 

Facebook Announces Paid Ad Limit 

Facebook announced new regulations on Thursday about limiting the amount of paid ads that a page can run simultaneously. The platform grouped advertisers into four tiers, defining how many ads each tier is allowed to run at the same time. To date, Facebook had almost limitless ad targeting options for users to take advantage of, however as it turned out in recent studies, it might not always be beneficial for the user. Ultimately, a higher ad volume does not equal higher performance measures. 

Facebook is implementing the change due to the following: “When an advertiser runs too many ads at once, each ad delivers less often. This means that fewer ads exit the learning phase, and more budget is spent before the delivery system can optimise performance.”

Through trial, error and analysis, Facebook determined that 4 out of 10 ads fail to exit said learning phase; a phase dedicated to understanding how to maximise the ad, and adapting it accordingly to align it with a brands campaign goals. By running too many ads at the same time, the ads cannot be analysed thoroughly enough and start to outbid one another, automatically compromising the performance of one another. 

The tiers are as following:

Tier 2

Small to Medium 

Pages that advertise at less than $100K as highest spending throughout the past 12 months.

Ad limit for Tier 1 = 250 ads

Tier 2

Medium to Large

Pages that advertise between $100K and $1M as highest spending thought the past 12 months. 

Ad limit for Tier 2 = 1,000 ads

Tier 3

Large 

Pages that advertise between $1M and $10M as highest spending thought the past 12 months. 

Ad limit for Tier 3 = 5,000 ads

Tier 4

Largest

Pages that advertise above $10M as highest spending thought the past 12 months. 

Ad limit for Tier 2 = 20,000 ads

The ad limit will be enforced starting February 2021, however, Facebook advises to implement these changes as soon as possible to help boost ad performance immediately. 

Tik Tok x Stitch 

TikTok launched Stitch, its newest editing feature, early this week. It enables users to repurpose and re-cut content from other users, to use as their own. TikTok’s drive behind the feature is reasoned as “ a way to reinterpret and add to another user’s content, building on their stories, tutorials, recipes, math lessons and more.”

Want to give it a go? Here’s how: 

  1. Find a video of another user that you want to Stitch, then tap “Send to”
  2. Send the video to “Stitch”
  3. Select a segment of the clip (up to 5 seconds) and trim it 
  4. Then record more content to add up to your stitched video 
  5. This way you can add another dimension of storytelling into your content creation
@tiktok

Now Introducing: STITCH! Make the ultimate collab with your fav creators 🎬

♬ original sound - tiktok

In line with privacy regulations, users can decide if Stitch is available for their own videos, as in if other users can gain access of their content. If you want to use Stitch but are not quite ready yet to give your content away, here’s how you can change your privacy settings: 

  1. Tap the “Me” at the bottom right corner 
  2. Open the three “expand” dots in the top right corner 
  3. Select “privacy”
  4. Then find the safety section and tap “What can Stitch with your videos”
  5. The default setting will be “Everyone”, but you can change it to only “Friends” or “No one”