New social media features and updates to know this week
Including Instagram, X and Reddit and more.
Social media pros are discovering new ways to hyperfocus on engagement and user data through updated social tools, including a test run of lockable Reels on Instagram, thumbs-up and thumbs-down “Like” options on X, and new business profile features for Reddit Pro.
Let’s dive into the latest updates and see how they can inform and improve your social media strategy, targeting and engagement.
Instagram is testing a new feature as a part of its Reels that not only adds exclusivity, but also targets specific users and allows for further engagement.
Instagram announced it launched the first official use of lockable Reels, which users will need a code to access. This was first done in collaboration with singer The Weeknd, who trialed the tool to advertise his new film, Social Media Today reported.
Instagram said of the update:
“The new hidden reels feature lets you unlock exclusive content with a password. Instagram is testing this new feature as a way to let creators build excitement and buzz around exclusive content, and to help people connect over shared interests and entertaining content in a new, IYKYK, way.”
This tool could be used by brands in numerous ways, including providing exclusive content to top fans or customers, or as noted by Social Media Today, a way to offer discounts to loyal followers and draw them in to specific content or events.
For PR pros, the feature could be used to gain insights about specific followers and their interests as well as engagement behaviors or demographics. What do users accessing lockable Reels have in common? How can you shift focus toward their interests? But also, who isn’t participating and why? What does this say about our brand’s content strategy?
X
It’s a small change, but it’s still having an impact. X recently updated its “Like” tools. Some users are seeing a thumbs-up and thumbs-down feature on the platform while others are just seeing a thumbs-up, a variance from its original option to “heart” a comment or image.
For mobile users, the change will only be reflected for those that have updated iOS software, according to X.
PR pros know that more informed engagement tools mean a more strategic approach to social campaigns, trends and branding. The feature can then help brands narrow their messaging efforts and develop successful campaigns.
Reddit Pro has launched a new tool that will help businesses generate profile bios and descriptions when they sign up for the platform in order to make the process simpler and more intuitive.
From Reddit on May 8:
“With our improved set-up process, populating a profile bio just takes two steps. All businesses have to do is provide their official website and choose one of several suggested descriptions.”
The updates additionally include allowing businesses to share posts that mention them or their business community to their own page and in cross-posts, including those that show up on the Reddit Pro Trends Tab.
The goal of the new feature is to “build presence and credibility with greater ease,” according to a statement from Jim Squires, EVP of business marketing and growth at Reddit said in a statement from the company.
Reddit also announced it is seeking solutions to crack down on the presence of AI-bots after an experiment last month showed how AI bots can influence – and be indistinguishable – from humans on the app, which prioritizes anonymity.
From CEO Steve Huffman:
“To keep Reddit human and to meet evolving regulatory requirements, we are going to need a little more information. Specifically, we will need to know whether you are a human, and in some locations, if you are an adult. But we never want to know your name or who you are. The way we will do this is by working with various third-party services that can provide us with the essential information and nothing else.”
Meta
Advertisers using Meta can now track how well an ad is performing and choose to improve that ad or campaign using AI-based recommendations from the platform.
Meta launched the new tool using a numbered system of 0-100 to show advertisers how weak or strong their current efforts are.
The feature is a part of the company’s Opportunity Score metric under the Ads Manager tool and allows better insights into performance analytics.
Those who integrated the AI-based recommendations saw a 5% decrease in cost per result, according to Meta.
The social platform additionally added new features to its Edits video platform, including more filters, framing, timing, text options and shareable settings to enhance the quality of each video.
TikTok
TikTok users going live to promote a brand or product can now get direct messages during that stream to generate more leads, Social Media Today reported.
Creators using the Live Stream feature can now accept DMs, which potential customers will be alerted to, during that feed.
This can be found under the menu section of the app called “Live Setup for Client Acquisition,” according to the news outlet.
Once activated, customers can see that a creator is accepting messages..
YouTube
YouTube is aiming to connect creators with brands and agencies with a new AI-generated search option.
The feature works by allowing brands to enter search terms or keywords and receive content creators who may be a fit for your organization’s need.
From there, brands can connect with a creator and discuss if the partnership would be the right fit for both parties.
Threads
Some users on Threads may have noticed posts with blackout bars over text. This isn’t a mistake, but rather, the social app’s way to boost engagement, Social Media Today reported.
Like Reddit, you can now share a post and choose words that you want to blackout, say, to avoid spoilers or keep your audience in suspense.
Threads has also curated more personalized content with “For You” suggestions as well as “Interested in” pages.
The settings can help develop customized content while feeding greater engagement for a specific audience.
Snapchat
Snapchat recently rolled out a series of updates for advertisers to better engage users through visual messaging and targeted ads.
From the announcement:
- “First Snap: First Snap is a first-impression, single-day takeover offering that delivers a Snap in the Chat Feed, that then can open to a full-screen video asset, and be followed up by a CTA from the brand.
- “Web & App Auction Ads: We are beginning to deliver targeted ads to people via the ads auction. Snapchatters will get highly relevant Sponsored Snaps, and any advertisers will be able to create them, if using the following Goal-Based Bids:
- “Sponsored Snaps from Creators: Advertisers can now send a Sponsored Snap directly from a creator’s handle to Snapchatters in the Chat Feed.”
LinkedIn is attempting to match jobseekers to their dream roles through its latest AI-powered job search tool.
From the announcement:
“While traditional job search tools are bounded by predefined filters and keywords, AI Job Search more closely mirrors a discussion with a career advisor or a trusted colleague.”
With a few keywords, LinkedIn users no longer have to search through the overwhelming amount of job posts and instead, can be matched with the available roles that have their preferred salaries, job description, location and work hours.
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.
