OGB's Weekly Social Snapshot w/c 01.08
Pinterest has now officially launched real-time analytics elements within Pin Analytics on mobile, which will provide more data on exactly how your Pins are performing at any given time.
It is alerting users to the upgrade in the mobile app. Real-time insights are also available in the web Analytics platform, but now, you’ll also be able to access much of the same data on the go, which is likely where many more people are looking to check in.
Pinterest does note that real-time insights are not available for audience metrics, like ‘Total Engaged Monthly Audience’ and age and gender filters. But you will be able to see overall data on response to your Pins, whenever you check in, which could be a helpful guide for your Pin strategy.
Instagram will begin asking some US users for race and ethnicity data in order to study how different groups experience the platform, the company says in a blog post published today.
A random assortment of Instagram users will get a pop-up in the app that leads to a survey asking for their race and ethnicity, hosted by the research group YouGov. Answering the questions is optional, and Instagram says responses “will not limit the experiences that you have on Instagram, including impacting your reach or how people engage with your content in any way.”
In 2020, Instagram created an equity team tasked with studying its algorithms for racial bias. Last fall, Meta, which owns Instagram and Facebook, said it was working on a way to measure “how people from marginalised communities experience Meta technologies.”
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TikTok has started testing offering a small collection of mini-games within its app, TechCrunch reports. There are nine games available as part of this initiative, which can be added to a video before it’s uploaded by using the “Add link” option and selecting “MiniGame.”
Viewers can play a linked game by tapping the link that appears underneath the account’s username while a video is playing. When playing a game, there’s the option to record gameplay and subsequently post it as a TikTok.
A TikTok spokesperson confirmed the pilot in a statement given to TechCrunch: “We’re always looking at ways to enrich our platform and regularly test new features and integrations that bring value to our community. Currently, we’re exploring bringing HTML5 games to TikTok through integrations with third-party game developers and studios.” TechCrunch reports that the test is designed to explore how TikTok’s users interact with and create content around, the games.
YouTube is trying to make it even easier for creators to turn their longer videos into Shorts formatted for the platform's TikTok competitor, by adding a new “Edit into a Short” tool to its iOS and Android app.
It’ll let creators select up to 60 seconds from one of their videos and bring the clip into the Shorts editor, right from the YouTube app on iOS or Android. From there, they can add things like text, filters, as well as additional videos shot with the Shorts camera or pulled from their photo library.
In an announcement post for the feature, YouTube says that the finished Short will link to the full video it was clipped from, which could help make Shorts an ideal promotional tool for the creator’s longer content — a key incentive for them to dive in while YouTube continues testing monetisation options for the feature.