Trick or treat in the spirit of Halloween? You are definitely in a treat with a wrap up of this October’s social media updates. The festive spirits definitely did not affect the social media giant’s progress in rolling out updates like the never-ending flow of candy in a child’s pumpkin bucket yesterday. We have once again wrapped up a month’s worth of updates from the different social channels and filtered out what is the most relevant for your businesses. First up, we have Facebook with a focus on their advertising updates followed by LinkedIn, Twitter, Instagram before finishing off with Whatsapp. Ready? Let’s get started!


  1. Message Objectives for Facebook Ads

When creating ads with Facebook, the first step is to choose its objective. This helps both Facebook and you identify what your ad goals are to optimise ad delivery for the best results. With the new update, advertisers can now choose “messages” to promote conversations and interaction with customers to drive conversion. These ads can be supplemented with the standard visual formats or photos or videos. An interesting new objective, we would say. Have you tried it? If so, how has it worked out for you?

Read more: Facebook – Introducing the Messages Objective for Facebook Ads

  1. Upping The Advertising Transparency Game for Political Agendas

We have all been saying how important it is for Facebook to be transparent with their advertisements and they have certainly listened. This was further heightened with the recent news of the Russian-bought ads that were attempting to meddle with the United States’ election. With the new and enhanced documentation process, companies will now be able to disclose if they are running advertisements that are related to a campaign or election and, verify their organisation and location. Not only that, after being verified, these advertisers will also need to include a “paid for by” disclosure which upon clicking by users, pull up their details and an explanation as to why they are viewing the ad. Ensure that you have done the necessary steps to declare and disclose your ads. This is because Facebook is also intending to complement the system with machine learning tools that will support the system by picking out unverified entities and getting them to take the necessary measures. This ensures that ads remain transparent, without misleading viewers.

Read more: Facebook – Update on Our Advertising Transparency and Authenticity Efforts

  1. Group Admins Can Now Increase Work Efficiency With New Updates 

Group community updates – Facebook

For Facebook group admins, it is a usual move to welcome new members by crafting a short post and tagging them individually. This, however, can get tedious especially when you have multiple new members. But, with Facebook’s new feature, admins can do away with the manual work as the interface automatically tags these new members, making the onboarding process fuss-free.

Another related feature is the new quicker identification and understanding of members based on badges that reflect their status. Members can also click on each other’s name to pull up a brief description of their public information. Facebook hopes that by doing so, it can bridge people with commonalities together by promoting messaging or friend request.

Admins can now also have an easier time managing the group with insight tools that suggest best scheduling slots for posting based on past post engagements. And in the event of members behave inappropriately on group chats, admins can now easily switch off their commenting rights or boot them with a single click, to maintain the space’s relevance and positivity.

Read more: Facebook – New Features for Groups to Build Communities

  1. Web-based Newsfeed VR 3D posts

Before we even know it, virtual reality has slowly been incorporated into our lives and can now be enjoyed through Facebook’s VR newsfeed function. I may think that YouTube could potentially face some competition, now that the video sharing platform is not the only one that provides VR functionalities. The days of searching “golden retriever puppies VR mode” on YouTube may be over and enjoyed directly through Facebook.

It will be interesting to see how companies take this new update into stride and perhaps create more of such content to be consumed, rather than that of the mainstream 2D content! Here’s an example from the British Museum which Oculus Product Manager, Marcus Mo quoted during their Oculus Connect conference. With the partnership, the British Museum created a browser-based VR tour of its museum.

Facebook is also intending to encourage users and developers to create VR objects and share them through the social networking site. This way, interesting content will be continuously be produced and shared beyond limitations of owning an Oculus headset.

What will you create today? Share with us in the comments down below!

Read more: Marketing Land – Facebook tests web-based VR within News Feed posts

  1. No Escaping From Ads With Messenger’s Instant Games Monetisation plans

Instant Games Monetisation – Facebook

Looks like there’s no way of escaping from ads on Facebook-owned platform, Messenger. However, this also means that developers are now able to monetise their hard work and invest more resources into their products with a 70% income from the ads explained later. Its mechanism is based on audience network’s demand for Facebook to convey in-game ads such as in Blackstorm’s Everwing and FRVR’s Basketball FRVR.

The update will be rolled out starting with a small subset of games, allowing Facebook to test and understand how developers can integrate ads into their products in the best way possible, without destroying the gaming experience. Facebook will also be releasing more developer tools for measurement and ad optimisation. There are 2 ways in which developers can go about gaining their revenue – standard ads or reward video ads whereby, for example,  users watch ads in exchange for more tokens or playing time.

Read more: Messenger: Monetization for Developers Coming to Instant Games on Messenger


Snapchat-like Geofilters

Video Geofilter – LinkedIn

LinkedIn has jumped on the bandwagon to provide geofilters similar to that of Instagram and Snapchat for events. Attendees can now add these filters to the videos that they take with the mobile app before uploading them. The feature is of course only available if the event has the feature enabled. Something cool and different about LinkedIn’s geofilter tag is that they look like conference tags, with user’s profile photo shown and indicates if the person an event speaker. This could be a really fun element to spruce things up in the professional networking platform. The filters are, as of now, controlled by the networking platform but there are plans to allow companies personalise their own. We are excited to see how this works out for companies and how it helps increases online engagement among event attendees.

Read more: Mashable – LinkedIn is rolling out Snapchat-style geofilters for events and conferences


Video Website Card Ad Format Uses Video To Push Link Clicks

Video Link Format Update – LinkedIn

Twitter’s new video ad format has been tested to receive a 2x higher click-through rate as compared to it’s older counterpart. From the newsfeed, the ad looks similar to a usual promoted video post and below it is a link preview or customised link preview followed by the top level domain of the link. The new ad works in a way that upon clicking on the video or ad link, users will be redirected to a new page with the video playing at the top and the web content under. Scrolling up pauses and hides the video while scrolling back resumes from the point. With every new ad format, almost all advertisers will come running towards it to test out and experiment how it can be optimised for their own advertising needs.

Read more: Marketing Land – Twitter’s new Video Website Card ad format uses video to push link clicks


Redesigned Call-To-Action Bar

Redesigned CTA button – LinkedIn

Since 2015 when Instagram rolled out clickable ads, the redesign helps advertisers blend yet highlight their ads into viewers’ feed. This redesign was intended to help people more aware of direct-response options. The redesign involves the bar’s background to morph from white to the ad’s main color. This helps with better coordination with the ad and grab the user’s attention. This makes the whole feed more natural and helps Instagram incorporate more ads into feeds without overloading the interface and annoying users.

Read more: Marketing Land – Instagram redesigns call-to-action bar to dynamically mirror ads


  1. “Opps, I did it again”

Sent a mistake text? You now have 7 minutes to delete your messages, once it passes, the message will go down in history. However, this will only work if all parties have the updated version of the app. And once deleted, it will be reflected as “this message was deleted” rather than a clean removal.

Read more: Whatsapp – Deleting messages

  1. Live location tracking

Why stop at just sharing location? Whatsapp definitely did not. They have just rolled out a new feature that allows users to share their location live through chats. Users get to control who and how long for your location is shared manually or with their inbuilt timer. Now, friends and family can know where each other are and ensure their safety.

Read more: Whatsapp – Share your live location

And…that is it for the month of October! We hope that you have found the information useful for your marketing strategies. Stay tuned for the next round of monthly social media wrap-ups! 👋🏻

Psst! Did you check out September’s update as well? Do not miss your chance, head over here now.