18th Aug 2017, by Helen Stirling

Heinz edible Instagram, Facebook updates and more - Weekly Social Media News - Insight

I didn’t know I wanted it, but now it’s all I’ve ever wanted!

Heinz has been in our homes for years and now it’s storming onto our social media. Taking food porn to the next level, by offering to deliver the delicious meals that you see on your Instagram. Heinz commissioned a creative agency in Brazil to come up with a new way to promote their condiments, which led to them answering the fundamental question, why only ‘like’ the food when you can ‘eat it’.

And while every other company works on making their images more and more appealing, Heinz made sure that its real-life followers could get their hands on the creations. The campaign, named ‘Irresistible Posts’, had brilliant execution, through geolocation targeting they created promoted stories on Instagram around lunch time on multiple days showing users incredible burgers created by Chef Santi Roig and offering the actual thing for delivery!

Now this is a campaign I can get behind, my only hope is that word spreads and more companies start to offer this ingenious promotion, and more importantly start offering it in the UK!

The death of clickbait?

Facebook has vowed to clear up users’ news feeds by removing clickbait and it’s targeting one of the most annoying pieces of content on our news feeds, fake videos.

Clickbait has become Facebook’s biggest enemy as of late. For Facebook, the safeguarding and the integrity of information shared on its News Feed is extremely important and fake videos take away from that. Today, the company is rolling out two new updates that will be able to limit the spread of fake videos and video images (these are videos that are actually only static images, but used to increase engagement) – well known clickbait strategies.

When people click on an image which features a play button, they will expect a video to start playing, yet it is really a spam way of getting users to go on to their website. They also share videos that only show a static image, with a link to click to so that users think that it’s their browsers that’s stopping them from viewing the videos.

Facebook has combatted this by reducing the reach for pages that use these fake video techniques. Repeated use of these techniques could lead to the page being removed entirely. This obviously won’t affect pages that do not use click baiting techniques. But what it will do is clear up the news feeds of users, removing articles and videos that users do not want to see on their feeds. Hopefully giving Facebook users a better experience while using the platform.

Facebook marketplace expands its reach

When it was launched back in October, Facebook’s Marketplace feature was available in seven countries around the world - Australia, Canada, Chile, Mexico, New Zealand, the U.K. and the United States. Since then over 18 million items have been posted in America alone and now Facebook is expanding to Europe. Launching in 17 new countries: Austria, Belgium, the Czech Republic, Denmark, Finland, France, Germany, Hungary, Ireland, Italy, Luxembourg, Netherlands, Norway, Portugal, Spain, Sweden and Switzerland.

The Facebook Marketplace VP has explained in a blog post that the expansion of the marketplace will bring users together and will allow them to find a single destination to discover, buy and sell their goods within local communities.

The Marketplace did have some initial start-up issues, mainly illegal listings. Users started to use the marketplace to search for drugs, animals and other illegal items. This originally stopped the global roll out, but with the technical problems, which allowed illegal items to be listed, now all fixed, the feature will be rolling out normally.

Expanding the Marketplace feature will boost the ads revenue for the company, again adding to the many new ways Facebook has used features to boost its income.

Instagram includes comment threads

Instagram is following in the footsteps of its bigger brother Facebook with the launch of its usability improvement – comment threads. Back in July, Instagram introduced the ability to reply to users’ stories and in June rolled out a version of comment threads on Android.

Now, every time users hit reply and comment it will be nested under the original comment. This news may not be a ground-breaking change to the platform and will have minimal effects on users’ everyday experiences on the app. However, it could reduce the number of bots that mass comment on account photos, and it will allow improvements to comment moderation, especially for users with high engagement and large followings.

In an official announcement, Instagram explained that these updates will be rolled out for IOS and Android globally in the coming weeks, so look out for it!

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