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S@O Weekly Roundup

Wither On The Vine

Oh, Vine. We hardly knew thee. The big social media news of the week came when Twitter announced it would be shutting down its short form video app, Vine, in the coming months. Twitter has been focusing more on its live streaming capabilities… along with everyone else, it seems. Catch up on live streaming updates and these top stories in this week’s Social Media Roundup:

  • Twitter to “close the loop” on Vine amid layoffs
  • 360-Degree videos and photos coming to Instant Articles
  • Influencers can now schedule their live broadcasts on Facebook
  • Instagram may be testing live functionality for Stories

Facebook

Facebook’s Trending Algorithm Still Needs Some Work
As Facebook continues to develop its “Trending” functionalities with a personalized news algorithm, the platform is still struggling with how to name trending topics, and avoid fake news. 44% of Americans now read news on the social network.
360-Degree Content Coming to Instant Articles
Publishers can now add 360-degree videos and photos to their Instant Articles content (when viewed within the app), with more interactive features to be unveiled in the coming months.
Publishers Turning to Facebook Celebrities for Content Distribution
In this digital age, publishers are always searching for the right distribution channels to ensure their content is reaching their target audience. Many publishers are now entering into agreements with Facebook celebrities, and paying per click to their website. The success of this tactic may continue to drive costs for influencer partnerships.
Source: Digiday
Verified Facebook Users Can Now Schedule Live Broadcasts
Facebook is taking the guessing game out of Live Broadcasting for fans of Facebook superstars. Now, verified users can pre-schedule broadcasts – say, of a major event or unveiling – and users can tune in ahead of time in the “pre-stream lobby” to have conversations while they wait.

Twitter

Twitter to Shut Down Vine
Amid news that Twitter will lay off 9% of their workforce, Twitter announced it would be shutting down its Vine app in the coming months. Since skyrocketing in popularity in 2013, the app has failed to stand up to competitors, with many top content creators abandoning the site for other platforms.
Twitter Handles May No Longer Count Toward Characters in Replies
Recently, Twitter updated its 140-character policies to no longer count photos and Twitter handles against your character count. Now, they’re testing removing @mentions from character counts as well. They are also testing the ability for users to retweet their own tweets.

Snapchat

Snapchat To Stop Sharing Ad Revenue with Discover Publishers

When Snapchat launched Discover in 2015, their model was to allow publishers to sell ads themselves, or sell ads through Snapchat and split the revenue. Now, Snapchat will revise their model to a more traditional, syndicated approach, offering partners a flat, upfront licensing fee and keeping ad revenue for the platform. Two dozen brands publish on the Discover section.
Snapchat & PBS Team Up for Interactive Documentaries
What does a documentary look like on Snapchat? Snapchat and PBS have teamed up to produce two 6-minute interactive documentaries. They will be published on the Discover section of the app and available for 24 hours each. The content aims to promote conversation around critical social issues.

Instagram

Instagram Stories comes to “Explore” Tab 

To encourage greater discovery of other users, Instagram has added its Stories feature to the Explore tab (which has become the most trafficked part of the app). For users, this means their Stories and accounts are now easier to find. Instagram shared that Stories already average 100MM daily viewers.
Source: Social Media TodayVentureBeatCNETMashable The Verge

Live Functionality Coming to Instagram Stories?

This week, a Russian news site published screen shots from an apparent test of Live functionalities on Instagram. The preview features a “Go Insta!” call to action and Live button. The platform has been alluding to live functionalities for more than a year.

Youtube

New “End Screens” Feature for Creators Drives Additional Views

To maximize user engagement and keep viewers tuned in, YouTube has announced a new feature called End Screens. The new feature places clickable thumbnails at the end of the video to prompt viewers to take actions, such as subscribing to channels or watching another video.

YouTube Star Beta Testing Live Streaming App

New live streaming apps are popping up weekly (in some cases, daily), all touting features that make them unique. But Kastr, now in beta, is co-created by a YouTube influencer and offers a strong line up of influential launch partners.
Source: Tubefilter

Pinterest

Pinterest Develops “Explore” Section for Publishers
Pinterest is concepting (and building) a new page for publishers and brands – much like Snapchat’s Discover – that will allow them to create videos and multimedia posts. It will capitalize on the success other platforms have seen with similar features, allow users to discover new content, and possibly serve as an additional revenue stream.
Source: Ad AgeEntrepreneur 

Compiled by our West Region and Social@Ogilvy West strategists including Cameron JoyeLaura GrahamKate Acker and Pam Franklin.

 
For more social insights, head to http://bit.ly/ogilvydo_social

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