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Talk Social: 20 June, 2017

Instagram trials new brand sponsorship disclosure

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In a move aimed at ending the blurred lines of influencers and celebs being paid for social posts, Instagram is testing a new format to instantly identify sponsored content.

Immediately below the user’s name, where a location would traditionally sit, will be a tagline that says ‘Paid partnership with’ and the brand name.

Right now, Instagram is testing this tagline with a small group of users and it is likely to be some time before it filters down to influencers and micro-influencers working in the UK.

Last month, Instagram warned users with large followings that it wanted to see more transparency and disclosure around the area of sponsored content.

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Social networks aim to take over your lock screen

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Social networks with news feeds are working hard to push content to mobile phone lock screens in order to hook users before they even open their devices.

In what looks like becoming the next area of personalisation, algorithms and AI are being used by the likes of Facebook, twitter LinkedIn, Instagram and more to read an individual’s interests, history and tastes to deliver the right alerts.

And the nature of the messages is changing too. Developers are creating more eye-catching notifications using text formatting, bigger images, video and infographics, in order to deliver content people will engage with.

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Facebook’s moving tribute to the GIF

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The GIF is 30 years old and Facebook is celebrating by opening up the use of GIFs everywhere across its platform.

Users can now post in replies to comments and also use GIFs as cover photos.

Facebook has also revealed just how popular the GIF is in 2017. Nearly 25,000 are sent on Facebook every minute and usage on Messenger has tripled in the past year.

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Facebook to start charging for news?

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Staying with Facebook, it is now in talks with leading publishers to develop a paid for model of accessing journalistic content.

With the social network now a clear go to for news stories and analysis of events, publishers want to re-establish the direct connection that content is not free.

The rise in fake news has also sharpened the appetite for a sustainable digital model that would support quality reporting.

The current model being discussed is believed to be a metered model, with 10 articles available free each month, and each subsequent article carrying a charge.

How that is levied, who gets what cut of the money and other detail is still being hammered out.

But it’s clear that Facebook – and the news media – desperately want this deal to be done.

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YouTube drops half minute ads

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One of the most infuriating features of YouTube is the 30-second ad that plays with no option to skip.

Advertisers pay a premium to be featured in this way, however, YouTube data shows that only 15 to 20 per cent of skippable ads are watched to completion, meaning users disengage.

The video sharing social network and search engine has now taken the step of removing these 30-second non-skippable adverts from its offering. Although it will still offer 15 and 20 second versions.

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