6S Socialerts: Facebook Tackles Engagement Bait, Instagram Introduces Highlights and More

We understand the digital marketing world is busy and that things are always changing. To make your lives easier, we collect the top social media updates along with tips on how to add them to your strategy.

1) Beware engagement bait

There’s no room for sub-par content on Facebook. Moving forward, Facebook plans to penalize posts that use “engagement bait”. You know the type — “comment to enter”, “tag a friend”, and other tactics used to drive engagement on posts. Like the “click bait” restrictions, Facebook wants to limit spam content trying to cheat its algorithm.

This may seem unfair, but it benefits your audience and you (as a social media consumer and marketer). What’s a new year without opportunities for growth? This challenges you to create good content that provides value. Experiment with your copywriting and explore new posting features. For instance, if you’re looking for low hanging fruit, try out Facebook’s newest poll.
Facebook post engagement bait

2) Long live your Instagram Stories thanks to Highlights

Some marketers put a lot of work into their content, even if it only lives for 24 hours. Thankfully, Instagram has introduced Highlights. The update allows you to archive and sort past Stories into different categories. You can edit Highlights, add to them, and leverage high performing past content.

This update is like Snapchat’s “Memories”, but the update took off without gripe. Expect brands to invest more resources in their Stories since the can now live longer. We’ve already seen some impressive examples making use of title pages and video. The one caveat is Highlights must come from past Stories that ran for 24 hours. Highlights will need more planning from your team. List anything noteworthy you can leverage in the first quarter of 2018. This approach will help you identify the events, product launches and more ahead of time to Highlight.

Instagram Highlights

3) A hashtag is worth a thousand pictures

Instagram has been busy over the past month. If you didn’t notice, hashtag pages have a “follow” button allowing you to see the top posts on a topic in your feed. Instagram’s algorithm determines the top posts by their recency and quality.

This update helps brands in a few ways. When you follow a relevant hashtag, it’s easy for you to engage fast without searching. If people follow a hashtag you show up in, you increase your reach beyond your current community. The feature is new, but if popularity increases, it could be the next targeting method for Instagram ads. Do your research and choose your hashtags wisely.

4) Pinterest’s Taste Graph

It’s no secret that organic engagement is hard to achieve on Facebook and Instagram. So Pinterest, a content hub and link friendly, wants to give users a reason to reconsider it for marketing. Taste Graph, Pinterest’s insights tool gives you a unique look at your audience’s interests and favorite content.

Taste Graph is not available yet, but plans are to launch it in early 2018. We don’t recommend brands take part on every platform if it doesn’t benefit their brand. Yet, if Pinterest is relevant to your audience, the format fits your content and goals – it’s not a bad experiment. Sign up for early access.

There’s always a sense of renewal and hustle that comes with January. We’re all in for the new year, new rules, new trends, and new strategies. Let’s make this an innovative, responsible and agile 2018, everyone!

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