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Twitter has now introduced consumer video uploading, purchased video analytics provider/influencer broker Niche, launched live streaming app Periscope and rolled out auto-play video.

Twitter’s mobile focus means that more than 90% of video views on the network come from mobile devices. For another, he said, Twitter is a superior place for the interaction between creators and their fans.

Niche is another Twitter-owned avenue that can help creators make money. Niche acts as an intermediary between video producers and brands, and Singh said Niche has doubled the amount it’s paying creators since Twitter acquired the company in February. (A Twitter spokesperson clarified that the average deal is now double the previous total.)

In 2016, BuzzSumo analyzed more than 800 million Facebook posts. Based on their findings, posts with less than 50 characters “were more engaging than long posts.” According to another, more precise study by Jeff Bullas, posts with 80 characters or less receive 66 percent higher engagement:

Paid posts: 5 to 18 words Every Facebook ad needs three types of content: a Headline, Main Text, and a Description. After analyzing 37,259 Facebook ads, AdEspresso found that ads did best when the copy in each element was clear and concise. According to the data, the ideal length for a: Headline, the first text people read, is 5 words. Main Text, the snippet above your image or video, is 14 words. Description, the text that lives directly below your headline, is 18 words.

Videos: 30 to 60 seconds With video, one of the primary measures of success is how long people watch, also known as your video retention rate. In 2016, Kinetic Social tracked 2 billion social ad impressions and found that 44 percent of 30- to 60-second videos on Facebook were viewed to completion. Meanwhile, videos that ran under 30 seconds or over two minutes saw completion rates of 26 and 31 percent, respectively. A more recent poll, from 2018, showed that 33 percent of Facebook users preferred to watch shorter videos, from 30 to 50 seconds long.

Anthony Noto, COO of Twitter, and former Goldman Sachs banker, is leading the company

He's betting the company on a risky strategy: to turn the social network, famous for celebrity feuds, trolls and Donald Trump, into a destination for live video — from sports to financial news to political debates.

Noto, a Silicon Valley outsider known for his hard-charging style, has struggled to convince investors or Valley insiders that his plan can really fix the company.

updates involve changes to live video broadcasting, Facebook’s Watch Party and Creator Studio, and they include enhancements to tools, expanded feature sets and improved analytics, among other things.

The highlights include better ways to prep for and simulcast live broadcasts, ways to take better advantage of Watch Party events, new metrics to track video performance and a much-anticipated option to schedule Instagram/IGTV content for up to six months in advance.

Marketers are siphoning budgets from display campaigns on Twitter to its video ads, which when synchronised with TV media buys can lead to a 10 per cent lift in their return-on-investment from the legacy medium.

To propel its own video offering, Twitter is working on features such as demographic targeting and validation, gross rating point and target rating point as well as reporting.

We are focused on live premium content in all sports, news and politics as well as entertainment to bring together for our users what they are already talking about, what they already care about," added Bain.  The company will be hoping live streaming help lift its monthly active users. It’s been an ongoing problem for the social network and while it moved up slightly in the quarter, up to 310 million compared to 305 million in the previous one, growth has been fairly stagnant for the last year.

"Facebook is establishing itself as a destination for premium video content, and demonstrating a willingness to pay significant amounts of money for that content. Facebook can likely drive revenue growth to offset content costs, albeit at lower margins than what the company currently generates," analyst Brian Wieser wrote in a note to clients Wednesday. "However, because of measurement issues the company has faced in the past (and possibly a new one identified by a trade publication in Australia and replicated by us within the United States), we think the primary winner of Facebook's expansion in video will be third party measurement firms," he added.

Facebook apologized for overstating video viewership times in September last year. The company said a metric for average user time spent on videos was artificially inflated.

The firm's analyst cites Australian trade publication AdNews, which revealed last week "Facebook's claims to reach 1.7mm more 16-39 year-olds in Australia than exist in the country according to its census bureau."

Americans spent four hours and 43 minutes a day (!) watching live TV and shows on their DVRs in the third quarter of this year. That’s down from four hours and 46 minutes in Q3 2012.

Comcast, the country’s biggest pay TV provider, said 70 percent of its subscribers watch stuff on demand, and that TV shows account for 40 percent of its usage. (If you factor in pay-TV channels like HBO, the number jumps up to 60 percent.) So once you do factor in on-demand usage, you see a different story. Nielsen said that there has been a small increase in the number of people watching live TV, and a significant increase in the number of “timeshifted” TV watchers — people watching on either DVRs or VOD.

while Comcast, Nielsen and some of the TV networks are trying to figure out how to change this, right now timeshifted TV is much less valuable for them than live TV. (Hence the warm reception for Twitter’s “we’ll bring our viewers to live TV” pitch.)

Starting today, users will be able to add music stickers to their Facebook Stories. You can search for songs, pick out the part you want to share, and add the sticker with the artist and song name. It works exactly the same way as it does on Instagram Stories, which introduced the feature in June.

Facebook is also expanding Lip Sync Live, its TikTok competitor (RIP Musical.ly), to Pages, so creators and artists can “connect with their fans.” It’ll most likely be useful for artists in promoting their singles, as Jess Glynne recently did. Lip Sync Live is also adding onscreen lyrics, creating a more karaoke-like experience.

post with more engagement is likely going to rank higher on your Instagram feed. The types of engagement that the Instagram algorithm considers can include likes, comments, video views, shares (via direct message), saves, story views, and live video views.

An Instagram spokesperson told Business Insider that ranking of Instagram posts will not be a popularity contest. Posts with less engagement but which are more relevant to you can still appear right at the top of your feed.

This implies that content from your “best friends” likely ranks higher on your feed.

Three main factors determine what you see in your Instagram feed:Interest: How much Instagram predicts you’ll care about a post, with higher ranking for what matters to you, determined by past behavior on similar content and potentially machine vision analyzing the actual content of the post.Recency: How recently the post was shared, with prioritization for timely posts over weeks-old ones.Relationship: How close you are to the person who shared it, with higher ranking for people you’ve interacted with a lot in the past on Instagram, such as by commenting on their posts or being tagged together in photos.

eyond those core factors, three additional signals that influence rankings are:Frequency: How often you open Instagram, as it will try to show you the best posts since your last visit.Following: If you follow a lot of people, Instagram will be picking from a wider breadth of authors so you might see less of any specific person.Usage: How long you spend on Instagram determines if you’re just seeing the best posts during short sessions, or it’s digging deeper into its catalog if you spend more total time browsing.

Instagram is not at this time considering an option to see the old reverse chronological feed because it doesn’t want to add more complexity (users might forget what feed they’re set to), but it is listening to users who dislike the algorithm.Instagram does not hide posts in the feed, and you’ll see everything posted by everyone you follow if you keep scrolling.Feed ranking does not favor the photo or video format universally, but people’s feeds are tuned based on what kind of content they engage with, so if you never stop to watch videos you might see fewer of them.Instagram’s feed doesn’t favor users who use Stories, Live, or other special features of the app.Instagram doesn’t downrank users for posting too frequently or for other specific behaviors, but it might swap in other content in between someone’s if they rapid-fire separate posts.Instagram doesn’t give extra feed presence to personal accounts or business accounts, so switching won’t help your reach.Shadowbanning is not a real thing, and Instagram says it doesn’t hide people’s content for posting too many hashtags or taking other actions.

what are some of the things you can A/B test with your influencer marketing campaigns? All the same things you test in your other channels…

xperiment with different types of content and track which resonates best with their audience for your goal. For example, images may drive better social engagement, while videos are better for leads and signups. Alternately, you may find certain content performs better on some channels over others.

Don’t forget all the types of content you have at your disposal – podcasts, live stream videos, tweets, Instagram Stories, webinars, long-form blog posts, short-form blog posts, and much, much more.

Facebook will focus on improving visual features in Messenger. In his post, Marcus says “people will expect a super fast and intuitive camera, video, images, GIFs, and stickers with almost every conversation.”

Messenger bet big on bots in 2017. Last year the company worked with small businesses and global brands to create more than 200,000 bots for Messenger. Marcus writes, “Look for investment in rich messaging experiences not only from global brands, but small businesses who need to be creative and nimble to stay competitive.” Since many of these bots provide very rudimentary features, we would expect to see improvements in overall user experience this year. We also expect larger brands to follow the lead of brands like Apple Music and Lego in creating marketing solutions made for the Messenger platform. 

Expect to see more businesses transitioning at least some of their customer service resources to Messenger. A recent study, commissioned by Facebook found that “56 percent of people surveyed would rather message a business than call customer service, and 67 percent expect to message businesses even more over the next two years.”