This week’s social media news is all about turf wars: LinkedIn’s adding Snapchattish geofilters, Facebook Messenger is losing users to Snapchat and Instagram, and Google is boldly going where literally every other social channel has gone before.
Coming Soon: LinkedIn Geofilters
LinkedIn wants to make it easier for conference and event attendees to post their location statuses. Mashable reports that the filters are part of the professional network’s new video features, making it easy to record and share. Filters can also resemble conference badges, and signify whether the person in the video is a speaker.
It’s a clear copycat of Snapchat but the use case actually makes sense, especially for conference attendees whose primary goal is to network. And with video fast becoming one of the most popular mediums on social, LinkedIn offers a quick and easy way for its users to create engaging, branded content. The core of Snapchat’s user base isn’t the conference-attending kind, so there shouldn’t be a ton of competition for audiences.
Messenger’s User Hurdles
If there’s one constant in social media, it’s change. And while Messenger currently enjoys the #1 spot in chat apps with more than 125 million users, it’s losing a key demographic: users aged 18-24. Those users are engaging less with Messenger and more with Snapchat and Instagram and, according to AdWeek, could lead to losing numbers for Facebook by the year 2021.
Facebook doesn’t lose much from users who migrate to Instagram, but Snapchat could begin to siphon the social network’s valuable data trove. Solutions include finding ways to mimic the features and functionalities of the social channels teens love most, and offering seamless integrations with other Facebook platforms similar to Instagram. Retaining younger users as they age is tough, but if anyone can do it, it’s Facebook.
Google Takes on Mobile Media
How is it that one of the world’s most powerful tech companies still struggles to find its footing in social? Engadget reports that Google is enlisting publishers to help provide content for “Stamp,” a slideshow format that mimics Snapchat’s Discovery tab (and Instagram’s Stories, a twin of Discovery).
With media companies like Time, Conde Nast, and Vox signed on, Google stands to make some serious ad revenue. But why attempt to dominate a format two other platforms already control? Google doesn’t have the best track record when it comes to launching Googly versions of existing social tools, so only time will tell if this investment yields dividends.
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