This month we have updates from LinkedIn, Snapchat and TikTok. Surprise, surprise there is another update from Twitter surrounding the new Twitter Blue feature. No doubt there will be another update in December, so buckle up!
LinkedIn Launches Native Post Scheduling in the App
Some users have reported being able to access LinkedIn’s native post scheduling tool, which has been testing internally over the past few months. The process is pretty straightforward – you tap on the clock icon to access the scheduling options, then enter a date and time for when you want your post to go live in the app (up to 90 days in advance). You then tap ‘Next’ and ‘Schedule’ and that’s it, the post is all ready to go, all within the LinkedIn app.
You can also view and manage your scheduled posts in the app, providing a simple way to maintain your LinkedIn presence on the go. Unfortunately, it’s only available on Android and Desktop at present, but LinkedIn are hoping to roll it out to all users soon.
How this helps you plan LinkedIn content effectively
It’s possible to schedule posts through third-party social media management platforms, but certain post types like carousels aren’t supported. This update is a welcome one for social media managers, marketers or anyone who manages a brand’s LinkedIn presence. (Hallelujah!!) Not only does it help content planning, native content scheduling is free and quicker than using a third-party platform.
Elon Musk’s tweet suggests yet another change to your blue tick
Yet another Twitter update from Mr Musk, there have been so many updates to the Twitter Blue checkmark since my last blog, that I’m starting to get whiplash! This update is Twitter’s answer to paid verification’s early issues, where some brands were plagued by parody accounts spreading misinformation under the guise of a paid-for blue tick. My personal favourite was when Eli Lilly became the first Big Pharma to fall victim to the fake Twitter handles that were cropping up under the new Twitter Blue paid accounts. A user pretending to be the Indianapolis pharmaceutical company tweeted out a message, saying: “We are excited to announced insulin is free now.” I can only begin to imagine the chaos and panic that would have washed over their marketing and PR teams.
The latest is that the new Twitter Blue will relaunch on 2 December with three check marks: grey for government officials, gold for companies, and blue for individuals, whether notable people or otherwise. Accounts need to be active for 90 days before being able to subscribe to Twitter Blue. According to Musk, Twitter will manually authenticate these before the check mark activates. But after giving 65% of his staff the boot, this could take a while.
Takeaway for brands
Musk has already delayed the new Twitter Blue once, so take the new launch date with a pinch of salt. It seems all three types of verification are paid features – meaning if brands want a gold tick, they’ll need to subscribe. But existing verified brands could still keep their ‘legacy’ blue check mark as a marker of authentication.
For a full run down of FAQ’s you can check out the latest from Twitter https://help.twitter.com/en/using-twitter/twitter-blue#tbbefore-difference
Snapchat’s report says AR is key to helping your customers make faster purchase decisions
With AR set to become a much bigger focus over the next few years, it’s important for all brands to consider the potential for their marketing and promotional efforts, with 3D digital initiatives set to change the game in many ways, as usage behaviours evolve. To provide some more context on this, Snapchat recently partnered with Breakthrough Research to conduct a study into how consumers view AR, and how likely it is that AR experiences will influence their shopping process.
The report uses data from 7,500 respondents across the US, UK and Germany. It covers shopping journeys within the beauty, entertainment, fashion retail, and travel verticals. Over half of beauty consumers in all three countries said AR helps to make quicker purchase decisions. (If Tatti Lashes had an AR shopping feature, they could take all my money).
The response data shows that consumers are excited about the possibilities, with AR able to help consumers make faster decisions, and likely purchase more as a result.
AR experience provides more context when shopping online, which can be a big help in reassuring shoppers or just by adding context that drives value in the process.
Actionable advice for marketers based on this report
AR technology has evolved from a fun filter to a powerful tool that brands are using to create an impact and incentivise purchases. Which is why brands need to be taking it seriously, and with the coming shift towards AR-enabled glasses, and engaging with 3D virtual objects, in both the metaverse and in AR experiences. It makes sense for brands to at least begin to align their processes with this shift, where possible.
TikTok’s expanding a major shopping tool that lets your customers make in-app purchases
After trialling with select merchants, TikTok recently launched its ecommerce tool TikTok Shop in the US, which lets users buy products directly in-app. TikTok Shop was previously only available in the UK and seven Southeast Asian markets.
Merchant Shops live on TikTok profiles in a separate tab. Users can browse product catalogues, view pricing and product info, and make a purchase through the app.
Shops are compatible with ecommerce platforms Shopify, BigCommerce, Square Online, and Ecwid. TikTok Shop’s US branch will reportedly only support US-based merchants.
Benefits of setting up shop on TikTok
More young users are increasingly flocking to TikTok to discover new purchases or find their next restaurant outing, TikTok Shops make it that much easier to buy without ever leaving the app. 39% of purchases are influenced by TikTok videos, TikTok is where the latest shopping trends live, and they are having a massive influence on conversion. Another benefit of setting up shop on TikTok is that the platform has 689 million monthly active users so you can creatively and effectively reach huge, engaged audiences.
