Social Media Roundup: July 26, 2016

Twitter Raises the Limit on Videos to 140 Seconds

“Video is becoming increasingly central to the real-time conversations happening on Twitter – video Tweets on Twitter have increased by over 50% since the beginning of 2016,” writes Jeremy Rishel, Twitter’s head of product development for creators. (Marketers take note!) As a result, the #3 social media platform has increased allowable video length, which can now be 140 seconds, up significantly from 30 seconds. In addition, Twitter’s Vine video-loop platform is experimenting with a “watch more” button on its 6-second shots that will allow for posting 140-second videos there as well. Twitter also announced improvements to how it “surfaces” related videos to make it more attractive to video tweeters.

Facebook Announces New Ad Products and Features

At the Cannes Lions International Festival of Creativity in June, Facebook announced new advertising-related products and features, including the beta-test of its new Audience Insights API, which provides information about advertisers’ target audiences, including demographics, lifestyle and interests, and online purchase information for use in custom Facebook marketing. Updates to the Canvas and Slideshow ad products also were announced, as well as the launch of the Facebook Creative Hub, which aims to simplify the creation of ads and provide tips on best practices, show the range of ad formats available, and publish ad specs for both Facebook and Instagram. David Cohen, writing in Adweek, explains further.

Outstanding Growth for Instagram

Instagram reached half a billion monthly users in June, with 300 million people active daily. It’s now the second most popular social media platform after Facebook, its parent company. (Instagram passed Twitter way back in December 2014). Average session time on Instagram is a juicy 21 minutes, and users share more than 95 million photos and videos every day. It’s still growing fast, too: the newest 100 million users joined Instagram in the past 9 months. Facebook’s purchase of Instagram for $1 billion in April 2012 provoked widespread skepticism at the time, but has definitely delivered big results. Perhaps it can deliver some good results for your brand as well. Andrew Hutchinson, writing on Social Media Today, provides more details.

Using Snapchat to Grow Your Brand with the Younger Set

Take a look at this infographic showing why you should use Snapchat (100 million active daily users!) for brand marketing, and how to do it. Snapchat tactics that have been successful for marketers include access to live events, exclusive content, and contests, promotions, and perks, notes Alex D’Amore on Social Media Explorer. Snapchat is unique: it’s a real-time service, which demands regular maintenance and close attention. But its popularity with key younger demographics make it an attractive target for marketers seeking to engage with that audience.

Daniel Lieberman helps companies, organizations, and individuals use the Internet to communicate, market, and brand themselves using the most up-to-date tools and techniques. Based in Shelburne Falls, Mass., he also is the founder and CEO of Spelt Gourmet, the home of creative wheat-free cooking. Contact him at 413-489-1818 or daniel@danieljlieberman.com.