Likes...We Bid You Adieu!


In recent months, it’s been reported that Instagram has begun testing phases in Australia that hide the number of likes on a post. This is an innovative change for Instagram because both on the business side and the personal side of the popular image-based app, likes on posts have dropped dramatically, yet story views have continually increased. 

There are two reasons for this: Instagram’s general engagement is floundering, and they are aiming to ensure that users don’t jump ship to another social platform, or Instagram is consciously moving away from the act of “liking” posts and moving into supporting other forms of post engagement. 

In a recent meeting with a client, we discussed the tediousness of heart-ing or double-tapping a post in order to like it. Nowadays, users are more averse to the physical action of liking a post, but we’ve noticed through our client’s posts that their engagement was still increasing. How so? This is because we tracked engagement through the client’s impressions and the views on their posts, not via physical likes. This is the future of social media. 

A user may just be scrolling through their phone on Instagram, but that view actually counts as an impression. Because of this, we’ve seen story views increase, impressions grow, and subsequent metrics rise all while likes seem to decline.
This change is exciting because we’re able to show our clients how their numbers are continuing to improve as we move away from the vanity metrics of likes. Likes are simply fake criteria that have the power to make a brand look good, but don’t produce genuine business. 

Social media is dynamic, not static. It’s constantly changing and adapting, and since Melangé is always ahead of the game, our strategies will consistently shift in order to optimize and produce the best results for our clients.

How's That Snapchat Stock Looking?

Facebook just launched its answer to Snapchat stories. Of course, as we all know, Facebook owns Instagram and Instagram has been offering stories to users for a while, but this new feature is entirely contained in Facebook.

This week, I was having a meeting with an influencer and talking about Snapchat in comparison with what some other platforms are doing and what seems to make Snapchat the most unique is its face filters. However, after previewing some of the face filters that are going to be available through Facebook’s stories a few months ago, my question is: how is that Snapchat stock going?

As we know, Facebook is the dominant beast in the social media world, just like Google is the dominant beast in the search and web world. Due to Facebook’s ability to constantly - and quickly - innovate and see what’s creeping up on them, they know what they have to change in order to keep up with what users want. Will Facebook stories finally be what kills Snapchat? Will this Facebook update make Snapchat less relevant? My guess is yes, absolutely, though I’m sure there are many who will disagree with me. What this latest Facebook innovation is going to do is stop the flow of people jumping ship from Facebook to Snapchat or Instagram to Snapchat.

The uniqueness of Snapchat is gone. Facebook now has secret conversations and stories so you can have a conversation with someone that will disappear in 5 seconds, 10 minutes, or 24 hours. Everything unique that Snapchat brought to the table is now being exploited by Facebook, and I personally feel that the face filters on Facebook are 10 times better than Snapchat’s in both terms of texture and use.

Snapchat just became less relevant, and it’s going to be very interesting to watch what happens as time progresses.

Do you have any questions about the ever-changing world social media or social strategy? Don’t hesitate to reach out to us with any and all of your needs!

The future of Instagram advertising?

Did you see it? Two days ago Instagram did a sponsored post for Tiffany and Company that had a new feature, multiple images. It works very similar to how Facebook shows you "suggested pages" and "pages you make like" on their mobile app. You have to swipe left to see more.

It does grab your attention and we are sure it increases engagement for the advertiser. Unfortunately their ad program is only available to major brands but like all small businesses we are hopefull to get our fair share of the instagram audience.