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Analysing the Decline in Link-Sharing Referrals
In a Hootsuite experiment conducted in 2021, it was discovered that LinkedIn posts without external links achieved a reach six times higher than those with external links. This presents a notable challenge when the goal is to direct consumers to specific blog posts.
Furthermore, recent data from Meta's Widely Viewed Content Report Q2 indicates a substantial decline in views for Facebook posts with links, down by almost 50% in the last two years. This decline is attributed to the surge in short-form videos, which now accumulate over 200 billion views per day on Facebook and Instagram. According to the same report, content with links performs significantly worse than posts without, underscoring the changing landscape of user engagement on these platforms.
Similarly, projections from SimilarWeb and Axios highlight an 80% decline in Facebook referrals to news websites since September 2020, with X experiencing a reduction of approximately 60% within the same timeframe. These shifts have become more pronounced as platforms actively strive to modify user behaviors, such as optimizing short-form videos, to enhance overall engagement.
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PR Strategies Adaptation for Evolving User Priorities
Since focus is shifting to user retention and internal content, brands will need to start rethinking how to announce and promote PR, articles, and blogs with these social media platforms.
Elon Musk's Strategy to Encourage Long-Form Content
In a bid to encourage users to post more long-form content directly on X, Elon Musk has introduced a revised link preview format. X has started cutting headlines from link cards on the iOS app and web, potentially increasing user engagement.
The new link preview format is currently being tested with a small group of users, but it is expected to be rolled out to all users in the coming weeks.
The new format will apply to all links shared on X, including articles, blogs, videos, and other types of content.
Users will still be able to see the headline and description of a link by clicking on the link preview. However, the headline and description will no longer be displayed automatically.
Viral TikTok Meme Inspires Creative Typing Videos
In this edition of viral social media trends: TikTok users are recreating a scene from Bruce Almighty, wherein Jim Carrey’s character starts typing increasingly fast. What’s the 2023 update? It’s no-holds barred creativity as TikTokers video themselves typing on a variety of topics — from why dumping a bf is a good thing to being inspired to write an essay.
Creative Use of Hit Song on TikTok
Depending on the question or prompt, this sound clip from Katy Perry's song "Harleys in Hawaii" is used as a meme to either complete the U and I of a phrase or to say "you and I" or “you and eyeeeee”
Charging New Users for Tweeting and Retweeting
X, formerly Twitter, is set to implement a groundbreaking strategy by charging new users in New Zealand and the Philippines a modest $1 annual fee. This move is part of the company's efforts to combat bot activity, which they have aptly termed their "anti-bot program."
Starting today, we're testing a new program (Not A Bot) in New Zealand and the Philippines. New, unverified accounts will be required to sign up for a $1 annual subscription to be able to post & interact with other posts. Within this test, existing users are not affected.
This…
— Support (@Support) October 17, 2023
The concept of a paid subscription model was initially hinted at by X Corp. owner Elon Musk during a livestream in September, where he conversed with Israeli Prime Minister Benjamin Netanyahu. This initiative reflects Musk's long-standing commitment to addressing bot-related issues. Even before his acquisition of Twitter, he had been vocal about bots potentially inflating Twitter's daily active user count, notably as a tactic to avoid the $44 billion acquisition deal.
Meta's Threads App Introduces "Trending Topics"
Threads is on the verge of a significant update with the introduction of a new feature called "Trending Topics."
While there's no clear release date for this feature, leaks suggest it's actively in development. A screenshot of a work-in-progress version of the app shows a new tab called Trending Topics, which lists a number of popular topics, such as "iPhone 15," "Elon Musk," and "World Series."
This change would enable Meta to put Threads in a stronger competitive position with X, where the Trending Topics feature is well-liked.
Broadcast Channels on Facebook and Messenger Enhancing User Engagement Across the Facebook Family
In a move to deepen user engagement, Facebook and Messenger are set to launch broadcast channels. Here's what you need to know:
For Page Admins: Facebook Page administrators can initiate broadcast channels to connect more effectively with their followers.
Expanding to WhatsApp and Instagram: This feature is also making its way to WhatsApp and Instagram, broadening its reach.
Open for All: Everyone can join these channels, ensuring you stay updated with your favorite Pages and delve deeper into topics you're passionate about.
Stay tuned for our next Social Buzz Report!
1. Why is social media referral traffic to websites declining?
Platforms like Facebook and LinkedIn are prioritizing internal content and short-form video over external links to improve user engagement. Consequently, posts containing external links have seen significantly lower performance compared to those without them.
2. Why is X changing its link preview format?
X is removing headlines from link cards to encourage users to create and consume long-form content directly on the platform. This change aims to shift user behavior toward spending more time within the app.
3. What is X’s "anti-bot" program?
X is testing a program in the Philippines and New Zealand that requires new, unverified users to pay a $1 annual fee to post and interact with content. The goal is to combat bot activity and ensure authentic user participation.
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