The recent release of Facebook Live on the desktop has opened a whole new dynamic to live video. People and businesses will be able to reach their audiences through additional platforms which will open many more doors and continue to shape social engagement. This Social Media Examiner article highlights some of the big changes to social media platforms in recent days. In addition to Facebook Live for desktops, Instagram has released some large figures that suggest 70% of its active users are follow business. Twitter has also seen some changes with its closing of the Dashboard which will be effective as of February 3, 2017.
What’s New This Week
Facebook Rolls Out Ability to Broadcast Live From Desktop: Facebook shared several new tools and improvements that “give publishers more control, customization, and flexibility over their broadcasts.” These updates include the ability to go live on a Facebook page through a web browser from a desktop, video metrics for public videos for profiles with 5,000 or more followers, comment pinning, and more. Social Media Examiner notes that the ability to go live from a desktop is currently limited to the Chrome browser and extends to Facebook groups as well.
Facebook also introduced a new Live Contributor role in pages, which allows admins to “designate specific individuals to go live on behalf of a Page” and “gives contributors the flexibility to stream great live content from a mobile device… whenever it happens.” This functionality eliminates the need to grant broadcasters admin access before they can go live on your Facebook page, which maintains “security and control” over your page.
Instagram Rolls Out Insights to Instagram Business Tools and Ads in Stories: Instagram announced that Instagram Stories now boasts more than 150 million daily users and with 70% of Instagram users following a business, “one-third of the most viewed stories are from businesses.”
Instagram also announced that “in the coming weeks,” Instagram Business Tools will include analytics such as reach, impressions, replies, and exits for individual stories. In addition, businesses will soon be able “to run immersive, full-screen ads in stories,” which will utilize Instagram’s targeting, reach, and measurement capabilities. Instagram is currently testing the new story ads with a limited number of global brands including Airbnb and ASOS.
Twitter Shuts Down Twitter Dashboard App: Twitter will shut down its business app, Twitter Dashboard, effective February 3, 2017. Twitter stated in a tweet that it “hope[s] to bring the best features from Dashboard to the broader Twitter community” in the future. Twitter launched this tool for the web and mobile last June. It was “designed to help businesses connect with their customers and community” and claimed to offer marketers and owners “a clear picture of what’s being said about their businesses, lets them schedule Tweets and offers insights about their Tweet performance.” All previously scheduled tweets will be posted as planned and can be monitored or updated from TweetDeck.