Key SMM events in October 2021 with commentary / ITech content

Contents:

• Facebook**, Instagram* and WhatsApp were down for a few hours
• Official advertising appeared in Telegram
• Facebook* found itself at the center of a scandal that has no end in sight
• Media reported on the State Duma's plans to control recommendation algorithms
• Instagram* allowed everyone to post links in stories. But some of them were blocked
• Instagram* allowed publishing posts from the desktop
• VKontakte launched Fresh Code - a grant project for mini-app developers
• YouTube added new viewer retention metrics to reports
• TikTok bloggers with a large number of subscribers are not always effective
• Instagram* abandoned the IGTV format
• Users will be able to influence the plot of TikTok videos
• In one line

• Facebook**, Instagram* and WhatsApp were down for several hours
• Official advertising appeared in Telegram
• The scandal around FB continues due to internal documents leaked to the media
• The State Duma wants to control the algorithms of social networks
• Instagram* allowed everyone to have links in stories, but for some reason banned them
• Instagram* now allows you to publish posts from a desktop
• "VKontakte" launches a new grant project for developers
• YouTube presented new metrics for analyzing engagement
• Popular TikTok bloggers lost in effectiveness Micro-influencers
• Instagram* has abandoned the IGTV format
• Users will be able to influence the plot of TikTok videos
• 10 more news items in one line

Facebook**, Instagram*, and WhatsApp were down for several hours

On October 4, 2021, Facebook and related platforms were unavailable to users worldwide for several hours. According to various sources, the outage lasted from 5 to 6 hours. A few days later, a second minor outage occurred. Facebook's official blog reported that the outage was caused by changes in the configuration of backbone routers.

Facebook shares fell by 5.22% amid a technical glitch. Fact-checking resource Snopes reports that the company lost approximately $79 million during the six-hour downtime. The losses are due to the suspension of user advertising campaigns, which negatively impacted the company's financial performance.

During the recent outage of popular messaging apps, Telegram attracted over 70 million new users. Pavel Durov, Telegram's founder, noted in his channel that he is proud of the team's handling of the unprecedented growth. Despite the issues, Telegram continued to function flawlessly for the vast majority of accounts. This demonstrates the high reliability and stability of the platform, which makes it attractive to new users.

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While users shared memes about social media outages, commercial brands analyzed the long-term losses. This incident demonstrated the need to diversify marketing channels beyond social media. In the event of further outages, losses may be less significant. Telegram may become a promising platform for business, especially if its capabilities for online commerce are expanded. This will allow brands to effectively interact with customers and minimize the risks associated with dependence on social media.

Official advertising has appeared in Telegram

Official advertising messages will soon be launched on the Telegram social network, announced the founder of the platform, Pavel Durov. He noted that most users are unlikely to notice these changes. Advertising will not be displayed in the list of chats, private messages or group conversations, which will preserve the familiar experience of using the application. This innovation is aimed at improving the monetization of the platform, without violating the privacy of users.

Advertising messages will be placed exclusively in large channels that already publish marketing posts. The user will be able to see the advertisement after viewing all new messages in the channel. Each advertisement will be marked as "sponsored messages", which will help users distinguish them from regular content. This approach allows for effective integration of advertising into the news feed without distracting attention from the main content.

Advertisements will be short texts without external links and images, limited to 160 characters. Users will be able to go only to the channel or the brand's chatbot. The content of the advertisements will depend on the channel's theme, and users' personal data will not be used for targeting.

Advertising on Telegram will initially be available only to large brands. The minimum budget for launching an advertising campaign is 2 million euros, of which 1 million euros will be a deposit. This deposit will not be returned unless the company's advertising spending for the year reaches 10 million euros. The minimum cost per thousand impressions (CPM) will be 2 euros. Thus, access to advertising on Telegram will be limited for small companies, which makes the platform attractive to large market players.

Facebook* is at the center of a scandal with no end in sight

In the second half of September 2021, the Wall Street Journal published a series of articles called the Facebook Papers. These articles, questioning the corporation's activities, were based on internal Facebook documents. The insider who passed on these materials was Frances Hougen, a former product manager at the company. The publications reveal important information about Facebook's internal policies and cause a wide public outcry, raising questions about the transparency and accountability of large tech companies.

In this article, we take a detailed look at the allegations made against Facebook and the potential impact these allegations have on the company and its users. In this section, we briefly list the key allegations the platform has faced.

• Facebook* has whitelists of celebrity users. Content on regular accounts is reviewed by algorithms: they automatically remove posts that violate the rules. However, celebrity content is additionally reviewed manually by moderators. As a result, millions of people see offensive and illegal posts before the materials are blocked by FB employees.
• Instagram* causes depression in teenagers, and its negative impact is greater than that of other networks. Facebook** knows this from internal research, but continues to develop products for a young audience.
• After further changes to the Smart Feed in 2018, algorithms began recommending provocative posts over professional content. This leads to political polarization: parties are forced to behave more aggressively to appear in users' feeds.
• Facebook* moderation efforts are focused on the US and Western Europe, while content from developing countries is almost completely unchecked. Because of this, criminal organizations post pornographic and violent content with impunity, luring victims into human trafficking and drug trafficking. Facebook* moderation has also failed in the fight against anti-vaccinationists.

Facebook has denied numerous accusations, claiming that internal materials were taken out of context. At the same time, company representatives expressed their willingness to cooperate with authorities, including disclosing the platform's algorithms. In this article, we examine in detail how US authorities may attempt to regulate Big Tech corporations, including Facebook.

Media reports on the State Duma's plans to control recommendation algorithms

Deputies of the new State Duma note that social media recommendation algorithms generate artificial interest in products, influence public opinion, and increase the likelihood of social conflict. Therefore, it is proposed to require platforms to implement a feature allowing users to disable recommendation algorithms. This was reported by the Kommersant publication, citing a draft law that has become available for analysis.

According to the new document, platforms are required to publish rules for the use of recommendation systems. This document must provide a list of the data collected and its sources. Platforms such as VKontakte, YouTube, Facebook, as well as online cinemas and Yandex.Music may be subject to regulation. The bill has not yet been submitted to the State Duma.

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The measure in question is aimed at improving content safety for users. The focus is on combating the spread of fake news, as well as political and social messages. However, this initiative will also affect commercial accounts, which will negatively impact small businesses. Small businesses are unable to invest significant amounts in targeted advertising and rely on organic reach and recommendations. This initiative seems unnecessary, and it's worth noting that most of the proposals in the State Duma are still at the discussion stage.

Instagram* allowed links in stories for everyone. But blocked them for some

Instagram announced that starting October 28, all users will be able to add links to their stories. Previously, this required having at least 10,000 followers. Instagram CEO Adam Mosseri announced this on Twitter, noting that the new Link sticker is now available to all users worldwide. This update allows sharing links in stories, regardless of audience size, which will significantly simplify the process of promoting content and interacting with subscribers.

Some Instagram users have reported being banned from posting links in their stories. Additionally, others received warnings from the platform stating that further violations of the community guidelines could result in their ability to post links being blocked. However, account holders did not receive specific information about which guidelines were violated.

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This news item is missing important clarifications. The social network claims that links were disabled for users who repeatedly violated the rules. However, which rules were violated? How long will these restrictions last, or have the links been permanently removed? There is no official comment at this time. Many influencers are already starting to prepare for a decrease in the number of advertising integrations, which, in turn, will entail a decrease in income.

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A strange warning that appears during systematic failures raises serious concerns. One of the biggest issues is the lack of quality support from Instagram to resolve issues related to restrictions. This can negatively impact traffic driven to websites. Interestingly, some scheduling services still allow inserting links into stories using the outdated "swipe up" mechanism. In this situation, two possible scenarios exist: either Instagram lifts the restrictions, or users switch to third-party scheduling services to preserve traffic. It's important to monitor changes in Instagram's policies and adapt to the new conditions for effective promotion.

Instagram* now allows posting from desktop

The social network is pleased to announce a new feature. An official tweet states that users will be able to post videos and photos from a desktop browser in just one minute. This will significantly simplify the process of sharing content and make it more accessible to users.

A new button is already available in the web version of the service.

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Instagram has been actively updating recently, and the ability to edit posts directly from the desktop is expected in the future. This popular mobile social network is gradually losing its exclusivity and moving to the web. This update will be especially useful for SMM specialists, as it will simplify the process of making edits at client requests and improve workflows. The ability to edit content from a computer opens up new horizons for effective account management and audience engagement.

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For many Instagram users, this new feature has been long-awaited. The social network has long gone beyond simply viewing images on mobile devices. SMM specialists find it much more convenient to manage content from a computer. Many content planners already offer the ability to publish posts from a PC, and there is also Creator Studio from Facebook, which I actively use. Therefore, it is not yet clear to me how the new direct publishing feature to Instagram will simplify my workflow.

VKontakte launched Fresh Code - a grant project for mini-app developers

The program will last two months. In December, the best mini-app developers will be able to receive grants of 150,000 rubles. To participate, you must create a mini-app in one of the following themes: entertainment, home environment, education, or sports. Afterward, you must publish your project in the VKontakte catalog and apply for a grant by filling out the appropriate form. Participate and get the opportunity to implement your ideas, receiving support for further development.

Applications will be accepted until December 10. The selection of the best developers will allow them to take part in a pitching with potential investors who will provide expert and financial support to successful projects. The creators of the most promising projects will receive an invitation to a joint accelerator from VKontakte and the Mesto entrepreneurship community, which will open up additional opportunities for the development of their ideas and businesses.

YouTube has added new viewer retention metrics to its reports

Audience retention information was introduced last year. This data helps analyze how long viewers stay on a video and at what point they decide to leave. By analyzing these metrics, you can optimize content to increase engagement and retention.

The developers have updated the statistics, adding a new line for comparing the average channel retention rate with the results of a specific video. In the future, they plan to introduce a feature that allows you to compare channel performance with the metrics of other channels similar to a specific author's account. This was announced by representatives of the social network on the YouTube channel Creator Insider. These changes will help creators better understand their audience and optimize content to increase engagement.

YouTube has introduced new metrics such as "intro," "highlights," "spikes," and "divs." These metrics will help better understand viewer engagement at specific points in a video, allowing content creators to optimize their content to increase audience interest and retention. Using these metrics can significantly improve video quality and audience engagement.

New reports provide information about video episodes and analyze which ones are most effective in attracting user attention.

YouTube has been testing an automatic episode creation feature, and it is possible that this feature will soon be available to all channels. This could significantly simplify the content organization process for creators, allowing them to structure their videos more efficiently. The introduction of automated episodes could be an important step in the platform's development, providing users with new opportunities to interact with content.

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Comparing audience retention on similar channels is an important metric for analyzing content effectiveness. My YouTube manager reported that the average watch time on my channel is 15 minutes, while on similar channels with the same video length, this figure is only 7.5 minutes. It is recommended to compare with channels that target a similar audience, taking into account characteristics such as the gender and age of viewers. This will help you better understand your strengths and areas for improvement, as well as tailor your content to your target audience.

Engagement across video elements is an important metric for analyzing content effectiveness. It allows you to optimally place ads and evaluate the quality of the content at specific moments. Measuring engagement at the beginning of the video is key. If viewers leave the video after 30 seconds, this may indicate that the topic is uninteresting or the intro is poorly executed. To retain viewers' attention, it's important to immediately highlight the benefit they will receive by staying with the video. This will help establish a connection and increase the likelihood of further viewing.

TikTok bloggers with a large number of followers are not always effective

Researchers at RealEyes analyzed the advertising effectiveness of 12 TikTok bloggers, dividing them into four groups based on the number of followers: up to 1 million, up to 10 million, up to 50 million, and over 50 million. The results of the study showed how different follower numbers affect the effectiveness of TikTok advertising campaigns.

RealEyes analyzed three video integrations for each group. During the study, the company assessed the level of attention in the first seconds, as well as its retention throughout the entire advertisement. The potential of video in conveying a brand message through emotional engagement was also tested.

Research shows that bloggers with a small number of followers are able to attract audience attention more effectively than their more famous colleagues. Advertising effectiveness increases when product packaging is shown for 25–50% of the video. However, viewers' emotional response decreases significantly if the video exceeds 40 seconds. This highlights the importance of creating short and concise content to achieve maximum audience impact.

The data presented in this document is consistent with the findings outlined in our guide to influencer marketing on the Skillbox Media platform.

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Photo: Renat Yanbekov's VKontakte profile

The study's authors present figures that are hard to disagree with. However, this news shouldn't be taken too literally. Influencer marketing strategies can vary. One common practice is to engage a large number of mid-level influencers alongside a few top ones. This approach is practical, as it allows for budget savings and reaching diverse audience segments. The right combination of influencers can significantly increase the effectiveness of an advertising campaign and improve its return on investment.

TikTok has changed the game for large and medium-sized bloggers, giving them equal chances to attract an audience. The platform's algorithms allow both large and small accounts to gain millions of views, regardless of their follower count. However, the quality of audience engagement can vary, and both medium and large bloggers sometimes perform poorly. This creates risks for advertisers, who cannot be sure of the success of their campaign. Therefore, relying solely on so-called "medium" bloggers is not recommended, as the effectiveness of their content can be unpredictable.

Small and medium-sized bloggers are often perceived as more genuine and authentic because they post promotional materials less frequently. However, it's important to remember the significant reach opportunities that large bloggers can provide. Collaborating with popular influencers can significantly increase your brand's visibility and attract new audiences. A balanced approach to working with influencers of various sizes will help effectively combine authenticity and broad reach, which in turn can lead to growth of your online presence and increased sales.

Instagram* has abandoned the IGTV format

Previously, videos in the Instagram feed had a maximum length of one minute. A separate format, IGTV, was introduced for longer videos. IGTV videos were displayed in a special tab located outside the main feed, allowing users to more easily discover and view longer content.

The popular social network's app has been updated, and now the length of videos in the main feed has been increased to 60 minutes, The Verge reports. Instagram has not provided any comment on the abandonment of the IGTV format, which is raising concerns among users. The innovation could change the way content is created and audience engagement is achieved, giving creators more opportunities to publish long-form videos.

Sophie Hutchings, co-founder of the educational platform EMBRK, notes that IGTV has faced monetization challenges, preventing it from competing with YouTube. In addition, the IGTV format as an "app within an app" turned out to be inconvenient for users, which also negatively impacted its popularity.

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Instagram CEO Adam Mosseri stated that the platform will focus on new content formats, not just photos. However, Instagram has failed to compete with YouTube for user attention. The social network likely doesn't intend to completely abandon video formats, planning to refine them in the future. However, at the moment, users are not showing interest in watching long videos on mobile devices.

Users will be able to influence the plot of TikTok videos

The social network TikTok announced a number of new business tools at the first official TikTok Summit & Awards. These tools are designed to support and optimize business processes on the platform, allowing companies to more effectively engage with their audience and increase sales. The new functionality includes improved analytics tools, advertising and marketing capabilities, and content creation resources. These innovations will help businesses adapt to dynamic market conditions and maximize TikTok's potential for growth and development.

TikTok Creator Marketplace has launched—an innovative platform that connects brands and content creators. Brands can effectively collaborate with creators, finding suitable partners to promote their products and services. Additionally, businesses gain access to a Customized Instant Page—a new landing page that opens instantly after clicking the CTA button. This page loads 11 times faster than standard mobile pages, significantly improving the user experience and increasing conversions. TikTok Creator Marketplace and Customized Instant Page open up new opportunities for marketing and audience engagement.

You can now add clickable pop-up elements to your videos with the Pop-Out Showcase feature. New tools for analyzing advertising performance have also been introduced, which can be found in the social network's press release. These updates will help users improve content engagement and optimize advertising campaigns.

Development of the Story Selection tool, which will allow viewers to choose their own video plots, is in the final stages. TikTok Shopping will be introduced as part of the TikTok platform, allowing users to create product cards and upload their own product catalogs. In addition, it is planned to introduce lead forms that will ensure quick communication with clients, improving interaction between brands and audiences.

A TikTok producer and author of the book "TikTok Without Dancing" shares effective strategies for creating content on the platform. In his book, he reveals the secrets of successful promotion, focusing on originality and creativity. Exploring various formats, including informational and entertaining videos, the author offers readers practical tips for attracting an audience and increasing engagement. TikTok is becoming not only a platform for dancing but also a powerful tool for business and self-expression. "TikTok Without Dancing" will be a useful guide for anyone seeking to master the art of creating viral content and achieve success on this popular platform.

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TikTok is once again taking a leading position in the advertising technology industry. This is due to effective management, which facilitates the implementation of significant innovations. The platform regularly offers tools useful for both marketers and users. Each innovation demonstrates attentiveness to audience needs, which undoubtedly has a positive impact on its development. TikTok continues to strengthen its position, remaining relevant and in demand in the world of digital marketing.

User-driven content management technology has long been available, but was previously used in limited ways, primarily in marketing campaigns. For example, cinemas conducted experiments in which viewers were asked to choose the ending of a film using their smartphones. Major brands also implemented interactive videos on their websites, creating a game-like experience where users could influence the course of the story. With the development of technology and increasing interest in personalized content, this practice is becoming increasingly relevant and in demand.

In the context of virtual and augmented reality, a clear trend is emerging: these technologies are transforming from one-time entertainment and localized promotional tools into a new standard of multimedia interaction. Mark Zuckerberg is actively investing in this area, developing the first virtual social network and the Facebook Spaces ecosystem. This demonstrates that VR and AR are becoming an integral part of digital life, opening up new horizons for communication, entertainment, and business.

Story Selection technology will change the approach to content creation for large brands. Previously, they had to develop similar solutions independently using their own engines. Now, with the advent of TikTok, a standardized engine is available, the operation of which will be simple and intuitive. To do this, simply write a script, add lines, and select video options. This innovation will usher in a new era in advertising, ensuring significantly higher levels of user engagement. Instagram is expected to try to adapt this feature, but TikTok is setting new standards.

In one line

Twitter has introduced the ability to delete followers. This feature allows users to manage their follower list more efficiently. You can now get rid of unwanted followers, improving the quality of your feed and protecting your privacy. Twitter follower management has become more convenient, allowing you to focus on interacting with those you truly care about. Using this new option, you can maintain a healthy atmosphere in your account and avoid unwanted interactions.

This option can be activated using a special button without adding the user to the blacklist. This feature is available only in the web version of the social network.

Bailiffs will collect a fine from Facebook.

The company complied with the orders of the Russian authorities and removed the prohibited content. However, this did not relieve it of the fine. The social network was unable to pay its financial obligations on time, and now the fine will be collected forcibly.

Mail.ru Group has changed its name to VK. This decision is due to the company's refocusing on the development of social networks and instant messengers. The renaming emphasizes the strategic focus on creating an ecosystem of services and products under the VK brand, which includes social networks, video services, and messaging apps. This move will help improve brand awareness and strengthen the company's position in the digital services market. VK strives to become the leading platform for user communication and interaction in Russia and abroad.

The company believes that the previous name did not reflect its connection with its products. Therefore, the decision was made to rebrand to more accurately represent its activities and improve brand perception in the market. The new approach will allow for better communication with customers and highlight the uniqueness of the product offering.

Instagram has suspended development of the Instagram Kids app. This decision was prompted by concerns about children's online safety and their impact on social media. The platform strives to create a safer environment for users, especially for younger audiences. The shutdown of the Instagram Kids project will allow the company to focus on improving existing features and providing reliable tools for parents to protect children from potential risks in the online space.

New tools for monitoring teen activity will be integrated into the platform, as well as a reminder to take breaks from using the app. These changes are aimed at improving control over the time spent in the app and promoting healthy use of digital technologies.

Instagram is testing the likes feature in stories. This new feature will allow users to express their emotions towards the content they see in stories. Likes in Instagram stories can increase audience engagement and improve interaction with the content. The platform's developers hope that this feature will become popular and help users interact more actively with each other. Testing is taking place on a limited group of users, and there is no exact date yet for when the feature will be available to everyone. It is important to stay tuned to not miss the opportunity to take advantage of new tools to increase activity on Instagram.

According to leaks, the function of the like button is planned to be implemented at the bottom of the Instagram story screen. This update has the potential to significantly change how users interact with content, allowing them to express their preferences more conveniently and quickly. The new "Like" button is expected to improve audience engagement and make viewing stories more interactive.

VK has unveiled a new platform, "VK Video," which brings together all video content on its website. This initiative aims to simplify user access to video files and improve interaction with content. The platform offers a wide selection of videos, including original programs, films, and user-generated videos, allowing everyone to find something to suit their tastes. Users can now easily search, view, and share videos, making "VK Video" an important step in the development of the platform's video service. The new system also includes recommendation features, helping users discover new content based on their interests.

The company has updated its video showcase, unifying various video formats and standardizing the viewing process across all devices. The platform's developers noted that these changes will improve the user experience and provide more convenient access to content. Now users will be able to enjoy high-quality video on any screen, which contributes to increased engagement and user satisfaction.

TikTok announced new features that will improve live stream management on the platform. These updates are aimed at empowering users, allowing them to more effectively engage with their audience. New tools will help streamers manage content, control interaction with viewers, and improve the quality of live broadcasts. TikTok continues to evolve, offering unique solutions for creating engaging content and improving the user experience during live broadcasts.

Creators have the ability to disable comments from individual users for a certain period or for the entire broadcast. This helps create a comfortable atmosphere for communication and minimize negative interactions during the broadcast.

Instagram strives to retain younger users, as their interests and preferences continue to evolve. The platform recognizes that to remain relevant, it must adapt to new trends and audience demands. In recent years, the popularity of alternative social networks has grown, prompting Instagram to introduce new features and improve the user experience. A key step in this direction has been a focus on content that appeals to young people, including short videos and interactive elements. Instagram continues to work to be attractive and relevant to a young audience, creating a space where users can share their creativity and find inspiration.

According to internal social network documents, as reported by The New York Times, this year the majority of Instagram's marketing budget was allocated to retaining the teenage audience. This underscores the importance of this user group for the platform and the company's desire to maintain their interest and engagement.

In the US, Facebook has launched a new "Audio" section. This feature allows users to listen to various audio files and podcasts directly in the app. The "Audio" section has become an important part of the platform, helping to expand content management and audience engagement capabilities. Users can now not only share text posts and images, but also create and publish audio content. This innovation allows brands and creators to attract more attention to their projects and strengthens the usability of Facebook as a media platform.

A new service has been launched in the mobile app for US users, providing access to podcasts, short audio clips, and the Live Audio Rooms feature. This feature functions similarly to the Clubhouse platform, enabling live communication and interaction with the audience.

TikTok announced the launch of a collection of NFT tokens. This new initiative will allow users and content creators to interact with unique digital assets. TikTok's NFT collection opens up new opportunities for creative monetization and expands the boundaries of digital art. Users will be able to not only purchase but also exchange these unique tokens, adding additional value to content on the platform. The introduction of NFT tokens also highlights TikTok's commitment to being at the forefront of digital technology and innovation, attracting the attention of both collectors and art enthusiasts.

The tokens include six culturally significant videos from popular artists such as rapper Lil Nas X, singer Grimes, and other renowned creators featured on the platform. These videos reflect the diversity of modern musical trends and their influence on culture.