Social Platform Newsletter 03-24
MARCH 2024 EDITION
social platform
newsletter
Social platforms are always evolving, and it can be hard to keep up with new features and updates. This monthly newsletter will help keep you in the loop so you can adjust your strategy and maximize your social presence. See below for what’s new this month!
HIGH LEVEL UPDATES TO NOTE:
Hootsuite’s 2024 social sizing requirements.
A comprehensive guide to optimal image sizes for various social media platforms, ensuring effective visual content.
Increase in generative AI tools.
Includes an overview of the current state and
increasing presence of AI within major social apps and questions whether this trend is beneficial.
To stay safe and secure on Instagram. Instagram will remind users to be cautious of scams. This is an upgrade to Instagram’s security features since the security checkup feature was added in 2021.
Instagram extending their existing approach to treating political content. Instagram will no longer be proactively recommending content about politics on recommendation surfaces across Instagram and Threads.
Instagram announces new messaging improvements. The platform introduced the ability to edit messages up to 15 minutes after sending, pin chats to the top of your inbox, toggle read receipts, upgrade your replies and personalize chats with more themes.
WHAT’S TRENDING
Social content creation with AI.
Increasing engagement with community experiences.
‘Network’ tab updates. LinkedIn has introduced new prompts and features, including dedicated “Grow” and “Catch-Up” feeds to enhance networking opportunities and streamline professional interactions on the platform.
New algorithm change. A new “suggested post” feature is being introduced to extend the reach of users’ best posts to targeted audiences for months or years, aiming to surface valuable content and professional knowledge beyond the newsfeed’s typical short lifespan.
Sponsoring organic posts. LinkedIn is expanding its thought leader ads to allow businesses to promote content from any user within the app, not just their employees.
WHAT’S TRENDING
Puzzle games.
New Reddit Pro.
The platform is introducing a free suite of tools for businesses to also establish and grow a meaningful organic presence on Reddit. Tools available include AI-powered insights, performance analytics, publishing tools, and a Pro dashboard.
TikTok
Enhanced Resources and Monetization tools including Creator Portal and Subscription.
- Creator Portal will provide creators of all levels with regularly updated resources, courses, articles, videos and insights for additional guidance on their TikTok journey.
- A Subscription will be available to all users to utilize exclusive benefits like Badges, Personalized Emojis, Exclusive Content and Community Communication and to form dynamic relationships with their community.
WHAT’S TRENDING
House Passes Bill That Could Ban TikTok.
Inaugural TikTok Live Fest 2023.
YouTube
YouTube rolls out new channel pages for creators on its TV app. As it continues to build its presence on TV apps, YouTube is updating creators’ channel designs on TV screens to offer a more immersive experience with easier access to action buttons like Subscribe.
WHAT’S TRENDING
Your Kid May Already Be Watching AI-Generated Videos on YouTube.
The great YouTube exodus is coming — leaving AI junk and MrBeast to reign supreme.
X
X’s new calling feature could open you up to scammers and stalkers. New voice calling feature raises privacy and security concerns due to potential IP address exposure, leading to risks of scams and stalking.
X Ad Updates. X ad updates have failed to revive the platform, facing challenges with user engagement, fake traffic, and advertiser trust.
WHAT’S TRENDING
A YouTube-like App Will be Made Available on Samsung TVs by X.
Usage Of Elon Musk’s X Dropped 30% In The Last Year, Study Suggests.
Pinterest launches first-ever streaming TV show with Tastemade. The launch of its first-ever streaming show, Deliciously Entertaining.
In Pinterest’s latest campaign, the P is for Performance. Pinterest launched an international, high-concept campaign to promote a full suite of products
for advertisers looking to convert users into buyers on the fast-growing, Gen Z-favored platform.
WHAT’S TRENDING
The Pinterest 2024 Wedding Report.
Gen Z & TikTok, sitting in a tree
Gen Z & TikTok, sitting in a tree
A romance marketers can’t stop binge watching
By: Kelsey Connors, Patricia Masi and Alicia Wiedemann
Move over Baby Boomers. 2024 will be the first time Gen Z—those born between 1997 and 2012—represents a larger portion of the U.S. workforce than their elders born between 1946 and 1964¹. And that’s a big deal for both employers and marketers, who now must prioritize a totally unique set of values, expectations and preferences.
In our recent webinar, Gen Z and the Rise of TikTok, we explored some of the most pressing implications—and the pivotal role TikTok plays in this new era of engagement.
Gen Z: Redefining the American Dream
First, let’s examine some common characteristics of a Gen Zer (also known as a Zoomer).
Digitally native – They’ve grown up in an environment where technology and the internet are ubiquitous—shaping their communication, learning and social interactions from an early age.
Resilient – Despite the global pandemics, political turmoil and environmental crises that marked their formative years, Gen Z has demonstrated an ability to harness technology for activism and community support.
Idealistic – They’re driven by a desire to create a better world for future generations, and have a deep-rooted belief in equality, justice and sustainability.
Working to live – Flipping the “work to live” mindset of previous generations on its head, Gen Z seeks a healthy balance between work and their personal lives, leaving more space for hobbies and passion projects.
Entrepreneurial – Also known as the DIY generation, Gen Z’s intrinsic relationship with technology translates to more jobs, projects or business endeavors outside of one’s primary source of income or main occupation—also known as the side hustle.
55%
of Gen Z have some kind of side hustle
Source: Young Side Hustles Survey
For a deeper dive into Gen Z,check out our recent report!
Gen Z’s Digital Playground: TikTok
Among all the social media platforms, TikTok reigns supreme with Gen Z. The generation represents 60% of TiKTok users and 80% use the app daily. It’s where they spend their time–and their money, with nearly 75% of Gen Zers having bought something after seeing it on TikTok².
So, what’s TikTok’s secret sauce?
Keep your attention – The platform keeps users engaged with a unique combination of personalized content, creative tools, community-driven challenges and interactive features.
Average time spent per day on social media platforms in the United States in 2023 (minutes)
Source: Statista
Bite-size video – Whereas other platforms host various types of content, TikTok has focused exclusively on perfecting the art of short-form video—and Gen Z loves them some bite-size video. From their advanced algorithm and creative tools to ease of discoverability and virality, TikTok just dominates here.
Empower experts to be influencers – With its educational content format and seamless monetization opportunities, droves of subject matter experts have planted their flag on TikTok to grow their personal brand and business.
Reimagine search – Gen Z is hungry for education, but doesn’t see why information can’t also be entertaining. That’s why many are now using TikTok as their de facto search engine, instead of Google.
Embrace community – Gen Z users are an actively engaged community on TiKTok. They’re heavily influenced by their like-minded peers, looking to them for input and trusting the feedback they receive.
Democratize information – Gen Z doesn’t trust traditional media nearly as much as older generations. Much to their parents’ surprise, many Zoomers rely on TikTok for news, health advice and finance tips.
Percentage of U.S. adults who regularly get news from TikTok, by age group
What’s a marketer to do with all this?
There’s a common thread that runs through all the data on Gen Z and TikTok: Authenticity. Any content that feels performative, pandering or fake doesn’t just miss the mark with Gen Z, it turns them off. They’re a discerning and loyal group who aren’t easy to win back once you’ve lost them. And they trust TikTok as their go-to source for realness on just about every topic—more than other social platforms and way more than mainstream media.
Brands that show up genuinely and transparently on the platform, warts and all, stand to connect best with this coveted cohort. For example: If you’re doing good for the planet and sustainability, that should be an integral part of your brand messaging. But, again, substance over style is the key. You better be able to back up everything you say with tangible evidence. When it comes to Gen Z and TikTok, fake news doesn’t fly.
Lastly, we’re all intently watching what develops from the recent House bill that would lead to a nationwide ban of TikTok if its China-based owner doesn’t sell within six months. There will be a ton to unpack between now and then.
We could talk about this stuff all day.
Check out our recent webinar with the Marketing Club of New York.
Hit us up at say@heysummerfriday.com to chat about how we can weaponize this research to help your brand better connect with Gen Z.
¹Glassdoor, 2024 Workplace Trends (2023)
²Her Campus Media, TiKTok survey (2023)
Social Platform Newsletter 02-24
FEBRUARY 2024 EDITION
social platform
newsletter
Social platforms are always evolving, and it can be hard to keep up with new features and updates. This monthly newsletter will help keep you in the loop so you can adjust your strategy and maximize your social presence. See below for what’s new this month!
HIGH LEVEL UPDATES TO NOTE:
Pew Research Center’s survey on social media use.
The Pew Research Center showed YouTube and Facebook as the most widely used online platforms among U.S. adults, with TikTok also experiencing user growth.
Sprout: Social’s 2024 Content Benchmarks Report.
Spotlights how brand content performed in 2023 across industries and networks, along with consumers’ preferred content formats for the year ahead.
Paid Media
Paid media insights are provided by Summer Friday’s media partner, Stirista.
Strong data can help brands sell to a high value audience.
Brands can create a more authentic transaction for customers by using data to drive meaningful experiences, helping to reduce waste.
Master the Instagram algorithm.
Use these tips to make sure your content is optimized for Instagram:
Reels: Video should be 30 sec or less and at a 9×16 orientation.
Stories: The algorithm for stores is based on DMs, profile clicks, and if the user finished your story in its entirety.
Feed: Posts are shown to those who engage with you most.
Explore: Are other users quickly finding/liking/commenting/sharing this post? Is it recent and timely? Which users have liked this post?
Overall: Make sure you:
- Post frequently and consistently
- Test your content
- Double down on Reels
Threads
‘Trending Topics’ feature coming soon.
Threads hopes to incorporate trending topics and allow users to filter search results chronologically, helping increase engagement and signups.
Refining the “For You” page experience.
The platform is working to show higher quality, more relevant content in order to maximize the user experience.
WHAT’S TRENDING
Threads rises to 130 million monthly active users.
Stricter message settings for teens.
Young users will be limited in their viewing of potentially sensitive content. Default Messenger settings for those under 16 will only receive messages from friends or people connected through phone contacts.
Labeling AI-generated images.
Meta is working on common technical standards for identifying AI content. The company plans to label images that users post when they detect the use of AI to generate audio and video.
WHAT’S TRENDING
Facebook at 20: Four ways the app changed the world.
New sponsored posts.
The new feature will allow company pages to promote articles with a call-to-action (CTA) button, such as “Unlock Article,” which requires user sign-up to access the full content.
New tools for job seekers.
Tools include job preference highlights and AI application assistant tools.
Say goodbye to Creator Mode.
LinkedIn is discontinuing Creator Mode, which allowed users to associate topical hashtags with their profiles and access dedicated tools.
WHAT’S TRENDING
2023 B2B Marketing Benchmark Report.
Reddit partners with Tealium.
This relationship with the industry-leading customer data platform will give advertisers performance-focused measurement solutions to accurately measure campaign performance and enhance results.
YouTube
Podcasters can now upload their RSS feed to YouTube.
RSS is what podcasts use to distribute across a wide range of platforms easily. YouTube will now automatically take audio podcasts and create videos with show art as the static image.
WHAT’S TRENDING
YouTube’s newest numbers emphasize its growing entertainment role.
YouTube TV says it has more than 8 million subscribers.
X
New subscription model.
The $200 per month Verified Organizations Basic plan is geared toward small businesses, allowing them to access some premium features at a lower cost than the $1,000 Full Access plan.
WHAT’S TRENDING
Elon Musk still plans to turn X into a PayPal dupe.
X removes NFT profile pictures: what does this mean for crypto art?