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Talk Social: 26th October, 2021 – Facebook name change and Pinterest redesign

Facebook plans to change its name as part of a company rebrand

Facebook is going to change its company name later this month in order to reflect its intentions to build the metaverse.

Similar to how Google rebranded its parent company Alphabet in 2015, the main social media app will remain named Facebook. The holding company which owns the app, as well as Instagram, WhatsApp, Oculus and other services, is to be renamed. What name it is to become is still a closely guarded secret.

Google’s rebranding move reflected its determination to break into new fields such as self-driving cars. Likewise, this move from Facebook reflects their own growth strategy of building the metaverse.

The Verge reported that the rebranding announcement could take place at the company’s annual product conference, Connect, on 28 October, when more details about the metaverse are set to be unveiled.

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Pinterest unveils new redesign with a focus on video, collaboration and shopping

Pinterest has had a makeover. The new redesign promises a completely new look and feel that will spotlight video content, facilitate more collaboration between users, and enable easier shopping experiences.

The new redesign includes several new features, including separate “Browse” and “Watch”  home feed experiences. The “Browse” tab is similar to the traditional Pinterest feed, while the “Watch” is a completely new addition. This consists of a full-screen, TikTok-esque stream of videos that users can scroll through and engage with.

Another new feature designed to encourage more user collaboration is the “Take” tool that allows Pinners to respond to a creator’s Pin with one of their own.

Perhaps the most interesting update for brands is that Idea Pins are now more shoppable. The Pins have now been integrated with AR Try-On, the platform’s augmented reality beauty feature that lets users virtually sample lipstick products without leaving the app.

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Twitter testing new ad formats and placement options

Bruce Falck, Twitter’s product lead, announced via tweet that the company will begin showing ads on mobile devices inside conversation threads. At the same time, the company has also been experimenting with multiple link carousel ads.

If you are part of the new ad placement test, you can expect to begin to see ads after the first third and eighth reply to a tweet. Conversation threads are arguably one of the most valuable spaces on the Twitter platform as this is where conversations take place, making it an enticing opportunity for brands.

Also new in Twitter ads is the addition of multi-destinations option for carousel ads. Now each card within a carousel ad can have its own individual destination URL, objective or call-to-action. In beta testing, Twitter saw a click-through rate 20 per cent higher across all objectives, compared to ads with just one asset.

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Instagram adds more tools to support branded content partnerships

Instagram’s testing some new creator monetisation options, ahead of the Christmas shopping push, with a view to helping influencers manage brand partnerships and maximise their earning potential.

This includes a new ‘Partnerships’ messaging folder within Instagram DMs, which will be a dedicated space for influencers to keep track of sponsored content opportunities and communications.

Of more interest to brands is the new digital storefront option that will provide a new way for individual influencers to promote sponsored products to their audience. Influencers will now be able to create their own shops of products that they endorse, potentially providing more exposure and revenue for brands.

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Snap launches global creative studio for augmented reality content

Snap, Snapchat’s parent company, has announced the launch of a global creative studio called Arcadia to help brands develop augmented reality (AR) advertising and experiences. Already it has partnered with several brands to bring their AR vision to life, including Verizon, WWE, Shake Shack and P&G Beauty.

Arcadia will function as a division of Snap and have the creative freedom to operate independently and help brands create AR experiences, not just for Snapchat but for other social media platforms as well.

This launch is the latest example of Snap investing in its AR ecosystem that includes expanded developer tools, the AR-focussed Lens Studio, and the upcoming AR-capable Spectacles.

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