Welcome back to a new year, hello 2024! We are only one month in and already the social media world is ripe with changes and updates across all major platforms. In the news this month, Instagram, X and LinkedIn. Let’s dive into our social media news update!
Instagram Now Allowing Cancellation of In-progress Story Uploads
First up in our social media news update, Instagram heard our pleas! Cancelling in-progress story uploads is finally a reality, saving us all from accidental typos and questionable selfies. No more frantic deletion sprees after hitting “Share” – this update lets you hit the brakes before your story goes live. See an example here as shared by Ahmed Ghanem.
Whether you forget a tag, fumble a caption, or have second thoughts, the new cancel button lets you ditch the dud and start fresh. It’s a win for social media managers and casual users alike, reducing stress and ensuring only your best foot (or rather, story) steps forward.
So ditch the delete-after-post panic and update your app! Embrace the freedom to create (and maybe un-create) with confidence. Remember, screenshots are your friend for undecided masterpieces, and experimentation is key to finding your story groove. Don’t be shy, hit that cancel button – it’s there for a reason.
X (Twitter) Testing Dedicated Video Tab
In other social media news, X is embarking on a significant shift towards a “video-first” platform. This strategic initiative manifests in the testing of a dedicated video tab within the app, marking a pivotal departure from its text-driven roots. Example here shared by X News Daily.
The motivation for this evolution stems from X’s internal research, which revealed a remarkable tenfold increase in user engagement for video-accompanied tweets compared to those solely relying on text. Recognizing the power of video to resonate with its user base, X is prioritizing its discoverability and accessibility within the platform.
The video tab envisions a curated feed of compelling video content, meticulously tailored to individual user preferences and past viewing habits. This approach seeks to alleviate the discoverability challenges that often plague video platforms, ensuring users find content that is tailored to their specific interests and keeps them invested.
Beyond enhancing user experience, the video tab experiment serves as a testament to X’s broader strategic ambitions. It represents a direct challenge to TikTok’s dominance in the short-form video market.
The ultimate success of X’s foray into the “video-first” domain remains to be seen. However, the introduction of this dedicated tab undeniably marks a defining moment for the platform.
LinkedIn Removing Lookalike Audience Targeting Option
LinkedIn is phasing out its Lookalike Audience feature, effective February 29th, 2024. This move marks a significant shift for the platform, previously reliant on the technology to identify users similar to existing customer lists.
As per LinkedIn:
“On February 29, 2024, LinkedIn’s lookalike audiences will be discontinued. This means that new lookalike audiences can’t be created and existing lookalike audiences can’t be edited. Existing lookalike audience data will no longer refresh, and a lookalike audience will become a static lookalike audience. Any active campaigns using lookalike audiences will continue to deliver using the static audience.”
While the departure of Lookalike Audiences might leave some advertisers initially disoriented, it presents an opportunity to embrace a more nuanced and bespoke approach to audience targeting.
The motivation behind this decision remains undisclosed by LinkedIn, although speculation regarding data privacy concerns and evolving user preferences circulates within the marketing sphere.
However, marketers need not fret, as a diverse array of alternative targeting options emerges in the wake of this change. Leveraging a combination of Job Title & Company, Skill & Industry, Group, Interest, and Website Retargeting can effectively hone in on highly relevant user segments. The key lies in personalization, utilizing rich audience data to craft campaigns that resonate deeply with LinkedIn’s engaged professional community.
While the absence of Lookalike Audiences might initially feel like a setback, it’s crucial to view it as an opportunity to refine targeting strategies and embrace a more tailored approach. By understanding your audience’s specific needs and leveraging LinkedIn’s diverse targeting tools, you can craft campaigns that deliver exceptional results. Remember, the future of audience targeting lies in bespoke solutions, and with a proactive approach, marketers can capitalize on this exciting evolution within the LinkedIn ecosystem.
That’s a wrap for this month, we’ll be back in Feb, with more social media news for you. In the meantime feel free to explore our insights for the latest expert tips to improve your social media marketing game.