Throughout May, Twitter and Instagram focused on testing new platform features, rolling out a ‘Who Can Reply’ setting and an option to pin desired comments to the top of posts, respectively, while Facebook released a timely expanded version of the existing Messenger’s video calling function. Learn more about the latest updates in the industry roundup below!

May Highlights: What Mattered Most this Month in Digital Marketing & Other Industry News

Social Media

Facebook’s 50-person Zoom Alternative, Messenger Rooms, is Now Available

Facebook announced the introduction of its new video chat product ‘Messenger Rooms’. The expanded version of the existing Facebook Messenger’s video calling function lets users create a room to host video calls with up to 50 people without a time limit. The timely launch of this new feature is making it easier to spend quality time with friends, loved ones and people who share similar interests while social distancing is still highly encouraged.

Instagram to Test New Revenue Streams, Including Badges and IGTV Ads

Instagram is experimenting with new tools, including badges and advertising within IGTV, in support of video creators and their efforts to profit off the platform. Viewers can support their favorite creators by purchasing ‘badges’ that will appear next to the user’s name throughout the live video as they comment, which helps them stand out. The IGTV ad placements Instagram is testing will initially appear when people click to watch IGTV videos from the previews in their feed.

Twitter to Let Users Choose Who Can Reply to Tweets

Twitter officially began testing a ‘Who Can Reply’ setting, that allows users to choose who can contribute to a conversation. “Unwanted replies make it hard to have meaningful conversations,” Twitter’s Director of Product Management, Suzanne Xie, stated in an official announcement. This new feature may be beneficial for brands seeking to engage in conversation with specific users, by targeting distinguished guests based on interests. Additionally, Twitter is making it easier to read all conversations around a Tweet with a new layout for replies and more accessible Retweets with comments.

Pinterest Upgrades Pinboard Tools as US User Growth Slows

After reporting a lack of  user growth, Pinterest upgraded its platform by adding several features to its digital pinboards to help people better organize their photo collections. With the new “board notes” feature, users can now add more detailed information to their pinboards, such as writing to-do lists or shopping reminders. Pinterest users can also pin photos as notes in a project and add calendar dates to track personal project timelines.

TikTok Analytics Tool Aims to Help Marketers Evaluate Campaigns

Media analytics firm Conviva introduced TikTok Analytics to help social marketers track their campaigns on the popular viral video app. As more brands commit to the TikTok trend, cross-platform measurement becomes more important to compare the social video app with more established rivals. TikTok Analytics allows brands to add TikTok posts to cross-platform marketing campaigns, compare analytics to other social media platforms, and track both audience growth and post volume.

Instagram to Let Users Pin Comments to the Top of Posts

In an effort to discourage cyberbullying, Instagram announced that the platform is testing a new feature that will allow users to pin their favorite comments to the top of posts. This allows users to pin a positive comment to the top of a post and bury any negativity. Along with combating bullying, this new tool can be an effective marketing tactic for brands as well. As enabling pinned comments have shown success on other platforms such as YouTube, this new feature has the potential to add a whole other level of engagement to Instagram posts.

Industry News

Amazon Targets Fall for Prime Day as it Tries to Return to Pre-Pandemic Operations

Amid the global pandemic, the long-awaited annual Amazon Prime Day promotion may be delayed until September. The event was already pushed off to at least August, costing the company $100 million. As the e-commerce giant inches toward a return to normal operations, pushing back the date further will allow the company to process orders more quickly in its warehouses and create room for more inventory.

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