The Social Explorer is back

13 November 2018

Industry Insights

5 things that happened in social media last week

Iceland’s Christmas advert

The one we can’t ignore. Last week it was revealed that Iceland’s Christmas television advert was banned for being ‘too political’. The advert saw the story of an orangutan and the destruction of its rainforest due to palm oil growers.

The ad, titled “Rang-tan”, originally created by Greenpeace, may have been banned from our television screens but its social media reaction has been incredible, with a quarter of a million shares on Facebook and over 12 million views, users are certainly helping to share the story. It has had more than 3 million views on YouTube alone and a huge response on Twitter with celebrities including James Cordon tweeting their support for the advert.

Earlier this year, Iceland announced they were pledging to remove palm oil from all its own-brand food, making it the first major UK supermarket to announce a change. Production of palm oil has resulted in the orangutan becoming critically endangered due to habitat loss.

It’s a huge story that needs to be told and Iceland are certainly doing just that but we do have to question whether it was deliberate? Either way, hats off to them for raising great awareness on a sensitive matter.

Facebook reducing the reach of low quality ads

Facebook has announced it’s clamping down on low quality ads by introducing penalties to advertisers to publish ‘low quality’ ads on its platform. This means your ads wont get a high reach or will be disapproved completely.

If you’re worried this update might effect your business, here’s a brief outline of what Facebook mean by ‘low quality’:

Avoid being ambiguous about your product or promotion

Avoid clickbait or engagement bait style posts or spammy approaches

Don’t direct people to unexpected content or bad experiences

Don’t withhold information

Don’t over-exaggerate in your copy, for example don’t over-promise in a caption and then don’t deliver on the final product/service

Since the algorithm change earlier in 2018, Facebook have been emphasising their focus on meaningful content to create connections between people and businesses, so this is another effort in ensuring content creates real feelings and connections among its users.

Young users are deleting Facebook from their phones

A recent survey of more than 3,400 U.S. Facebook users has recently revealed that almost half (44%) of users aged 18 to 29 have deleted the app from their phones in the past year. It also found that older users 65+ were most loyal to the platform.

The survey, conducted by Pew Research Center, was undertaken just after the Cambridge Analytica privacy scandal – suggesting that users have been put off after hearing about the data breach and other concerning actions including election meddling and campaigns that were misleading; users are now paying attention to the company’s troubles and using the service less in response.

While it may seem like a high percentage of younger users, the survey only measured the core Facebook app and didn’t measure Facebook-owned Instagram, WhatsApp and Messenger, all of which remain popular.

Will Twitter get rid of its ‘Like’ button?

Twitter’s CEO Jack Dorsey has revealed he doesn’t like the app’s Like button and has plans to eventually remove it from the platform.

It’s currently in the very early stages of being discussed but here’s what Twitter has to say.

“As we’ve been saying for a while, we are rethinking everything about the service to ensure we are incentivising healthy conversation, that includes the like button,” it wrote in a tweet that quoted the Telegraph’s report. “We are in the early stages of the work and have no plans to share right now.”

Users have expressed concern over this as it’s the main way of showing support to other users and they fear negative behaviour may become more apparent without the Like button.

Personally we think they should keep the Like button and concentrate on more useful updates like an edit function.

New ad formats for Pinterest

Pinterest has introduced a self-service ad format called Promoted Carousel. This offering will allow advertisers to add up to five images to an ad at one time (similar to a Facebook carousel).

“Promoted Carousel ads can be served in Pinterest’s home feed, Related Pin or search fields of the photo-sharing network” (Pinterest, 2018).

The ads are clickable back to the advertiser’s website and are aimed at helping brands achieve direct response KPIs on social by helping give consumers a better understanding of a brand and its products.

Image credit: Iceland, Social Media Today