How to tap into existing social media communities for effective influencer marketing
Luke McCarthy
November 12, 2024
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Each month, we round up the latest changes across major social media platforms to keep you at the forefront of these developments. October has brought new tools, features, and insights across Facebook, Instagram, TikTok, X (formerly Twitter), LinkedIn, Snapchat, and Pinterest.
From TikTok’s expanded subscription offering to Instagram’s focus on carousel posts, each update offers fresh opportunities for enhancing content and engagement strategies. Let’s dive into what’s new and explore how you can use these changes to your advantage.
Meta recently shared insights on growing an audience on Threads, recommending regular posting, audience engagement, trend participation, and format experimentation.
For marketers, this confirms the importance of a steady posting schedule, leveraging emerging trends, and a diverse content mix. Creators can implement these tips by aligning content strategies to consistent posting and exploring varied content formats, especially during trend peaks, to increase visibility and engagement.
Adam Mosseri, Head of Instagram, revealed that carousel posts often achieve more reach due to higher interaction rates, as more media in a single post encourages repeat engagement. This is valuable for marketers and creators focused on boosting reach. Incorporating carousels with varied media (images, short videos, etc.) can optimise engagement by prompting viewers to swipe through content, increasing exposure.
Instagram is testing notes that inform users why their Reels are performing well, such as “Strong hook kept people watching.” For marketers, this insight into engagement mechanics offers an opportunity to refine creative strategies by focusing on captivating introductions and compelling hooks. Creators should experiment with opening lines and visual elements that capture attention within the first few seconds to optimise retention rates.
Instagram has launched Profile Cards, acting as digital business cards with a QR code for instant profile access. For creators and brands, this feature simplifies networking, making it easier to share profiles at events or online without manual searches. Incorporating Profile Cards into brand partnerships or creator campaigns can help enhance discoverability and streamline connections.
Instagram has added a “Best Practices” section to its Professional Dashboard, offering tips and insights for content creation. This new feature allows marketers to gain a quick understanding of platform recommendations for content optimisation. Creators can leverage these guidelines to align their strategies with platform algorithms, enhancing content quality and effectiveness.
TikTok’s partnership with the World Health Organization (WHO) to combat medical misinformation underscores the platform’s commitment to accurate information. Marketers in healthcare, wellness, and related sectors should ensure their content aligns with credible sources to maintain trustworthiness. Creators in these fields can use this partnership as an opportunity to engage audiences by producing informed, evidence-based content, establishing their credibility on health matters.
TikTok is expanding its subscription offering to creators in additional regions, including the US, UK, and Japan. This opens revenue channels for creators, particularly those with dedicated audiences. For marketers, this feature signifies the potential of subscription-based content as a strategy for premium content delivery. Brands collaborating with creators may consider developing exclusive, behind-the-scenes content for subscribed followers to foster loyalty.
TikTok Music will cease operations at the end of November, following its earlier introduction as Resso. This change might impact creators and marketers who rely on TikTok’s music resources for content creation. Staying adaptable with alternative sound sources or licensed music libraries will allow creators to maintain engaging, soundtrack-rich content without interruption.
X is rolling out Radar, a real-time trend analysis tool for Premium+ users, enabling marketers to monitor trending topics and emerging conversations. Marketers can leverage Radar to engage audiences in real-time on relevant topics, boosting interaction rates and increasing visibility. Creators with Premium+ access should consider using this tool to stay ahead of trends, allowing them to create timely content that resonates with current conversations.
X announced adjustments to the block feature, restricting only account interactions but not visibility of public posts. This update affects both creators and brands by impacting control over audience interactions. For marketers, it’s essential to monitor audience sentiment and potential engagement risks more closely, given that content visibility remains unrestricted. Creators might need to adjust their engagement strategy to handle wider visibility, especially on contentious topics.
LinkedIn recently addressed a bug causing sudden drops in connection and follower counts, now resolved. For brands and creators, this reaffirms the importance of monitoring metrics accurately and communicating any anomalies with followers transparently. Affected creators can update their audiences and encourage re-engagement, restoring connection counts and reactivating interactions.
Snapchat’s addition of Sponsored Snaps and Promoted Places offers new advertising slots, enabling location-based audience targeting. For marketers, these new spots are ideal for geo-targeted campaigns, especially for events, retail locations, and physical stores. By integrating Snap Map ads into campaigns, brands can increase foot traffic and local engagement effectively.
Pinterest’s Halloween Trends Report indicates heightened interest in ‘it girl Halloween costumes’ and ‘90s Halloween decorations’. This report allows marketers and creators to align Halloween-themed content with trending searches and aesthetics. Leveraging these specific trends can boost reach and engagement, especially for brands in fashion, decor, and lifestyle sectors looking to connect with Pinterest’s festive audience.
As we wrap up October’s social media updates, it’s clear that platforms are enhancing tools for engagement, trend-tracking, and creator monetisation. Whether you’re looking to increase reach with Instagram’s carousel insights, leverage TikTok’s subscription options, or refine content strategies using LinkedIn and X’s latest features, this month’s updates provide new avenues to connect and engage more effectively.
Staying on top of these changes empowers both brands and creators to adapt their strategies, ensuring they’re poised to resonate with audiences in an ever-shifting digital landscape.
