Here at Digital Advocacy Institute, we often talk about the rapid-fire nature of social media. From new platforms to new advertising options, the landscape never stops changing. This past week was no different.
Instagram got a makeover.
Twitter announced longer tweets.
What changes really matter to your organization? How do they affect your digital community? Consider the following:
- Instagram Analytics: Instagram made two big announcements last week - a new logo and the promise of analytics. While the rainbow motif certainly looks pretty, analytics look much better. Among other features, these "Insights" give you demographic and location information of your audience. Plus, you'll finally be able to see the number of impressions and reach. Instagram has traditionally been a very analytics-light platform, offering only the bare bones metrics of likes, followers, and tags. Insights, however, changes that completely - with these new features, you can actually see your advocacy ROI on your Instagram content.
- Snapchat Algorithm: Whether your advocacy organization uses Snapchat or not, it never hurts to keep an eye on this growing giant. In Snapchat's current iteration, users view all their snaps in chronological order - but an upcoming change means Snapchat curates the content users see. This algorithm shift demonstrates the value and importance of compelling content. If you spend the money on Snapchat ads or spend the time creating a Snap Story, make sure the content engages your users.
- Twitter Characters: Your tweet dreams have finally come true - a report from Bloomberg says Twitter will soon stop counting links and photos in the 140 character limit. Why do you care? Tweets with images get retweeted twice as often and see higher engagement. It may have been hard to find room for compelling images before, but soon you won't have anything standing in your way. More images can lead to higher engagement and more advocate interactions.
I'm excited to see how these changes play out in the digital advocacy space. Will they affect your strategy or goals for 2016? Tell us in the comments! And, for more insight on managing a changing online advocacy community, visit the Digital Advocacy Institute.