When you use new features on social media, the platforms incentivise content that uses those features they’ve already dedicated resources to building. For instance, let’s say Instagram has built a new engagement sticker. It’s likely they dedicated a team, time and money to build out that new sticker, so when a piece of content is using that new sticker, Instagram is more likely to push it further to the top of the algorithm to promote their new feature.
That said, we like to encourage retailers to use new features and content types when they’re available. Here is a list of some of the newest features available to help boost your social media content marketing!
Replying with a GIF in Instagram Comments
Previously reserved for comments on Facebook, you can now select the “GIF” icon on the right of your comment box when replying to a comment on IG. Gifs help add motion, color and excitement to a previously black-on-white comment. We also often get asked if a retailer should reply to a comment that’s just an emoji, and responding with a GIF is a great way to do so.
Added Facebook Story Engagement Stickers
Facebook has been continuously adding new engagement stickers to Stories and Reels. The latest ones added here are “Top Fans”, and “Feelings”. A few of our favorites are the “Question” and “Poll” engagement stickers, where you can ask your audience to directly engage with your content. If you haven’t explored the stickers available in Stories, we highly encourage you to do so! They can make social media content marketing quite fun!
Achievements appear to be Instagram’s version of gamifying their app. This feature incentivizes you to use their different features and posting consistently on their app—giving you little serotonin boosts along the way (via achievement notifications). Here is what each of them mean.
TikTok Video Length
TikTok has been directly encouraging longer videos on their platform. Originally, this was a short-from video platform that got popular through videos of 60 seconds or less. However, TikTok has come out and said they’re not a social media platform but an entertainment platform. When I think of an entertainment platform, I think of Netflix, Youtube, and TV channels—all which lean into longer format videos. If TikTok is encouraging longer videos, it’s worth posting videos longer than 90 seconds, which also gives you a better chance at storytelling. Some ideas that may work for longer videos include:
- Weekly store tours
- Deep-dive explanations of products
- A day in the life of a small business owner
- Product gift-guides for different categories of your community (such as moms, friends, teachers, and dog lovers)
What I Want You To Take Away From This Blog:
- Use new features to gain momentum in the algorithm
- Use new engagement stickers to engage your followers
- Use trending audio and effects, the remix feature, and engagement stickers to earn achievements in Reels
Okay, over to you…
Which new feature will you try first? Let us know in the comments below!