Matter Social Second: October 2021

By Hannah Osmani

Welcome to another edition of The Matter Social Second — keeping you informed about what’s trending in social media. This month, our social team shares the most important and impactful social media stories from October.

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Facebook Launches Reels for US Users

After being in testing mode since March, Facebook Reels have launched. These short-form videos are a similar format to those on Instagram and TikTok, but include the option to share directly into Facebook groups. Facebook is hoping that their focus on communities will help maximize usage and create focused engagement.

Instagram Retires IGTV

Instagram’s IGTV has merged with feed videos to create Instagram Video. This change brings a more streamlined Instagram experience where users can now find video content all in one place. With this change, IGTV Ads are now called Instagram In-Stream video ads.

Instagram Tests Story Likes

In what would add another engagement element, Instagram tests likes on stories. Instagram currently offers story reactions which are sent via DM to the creator. Likes would live at the bottom right corner next to the reply message box in place of the share arrow (which would be relocated). This means less story shares and yet another metric to track for brands,

Instagram Tests Select Story Viewers

We already know and love the “close friends” feature, which allows you to share a story with a select group of friends. However, the close friends list has limitations – you currently cannot edit the list per story. The new feature would allow you to edit the viewers by selecting/deselecting your specific list for each story you post.

Twitter for Professionals

Applications are open for businesses, professionals and creators! The Professional Profile will display business information at the top of the profile in addition to optional shop or newsletter links. The option is expected to expand even further within the next month.

Twitter Tests Ads in Tweet Replies

Twitter is in the testing stages of a new advertising feature: ads within threads. These ads would be placed within the first few replies of each tweet which is “right where the conversation is happening”

Instagram Pauses Launch of Instagram Kids

Instagram was in the works of launching a kid friendly app called Instagram Kids which would show age appropriate content to tween and teen users. The goal here was to improve teen safety on the platform, but after receiving backlash and concerns, the launch is on pause.

Need help ironing out more social-media best practices for your brand? Reach out below and our team will be in touch.