Weekly Social Wrap-Up is our weekly update on the latest changes and trends happening in the social media world. Today, we look at Facebook and Instagram’s new features on their platform, (another) new messenger app from Google, and Facebook’s overestimation in their video metrics.

Facebook Rolls Out Dynamic Ads For Brick and Mortar Retailers
Facebook introduced new ways advertisers can run campaigns that achieve in-store results through dynamic ads for retail. Facebook says dynamic ads are a proven way to drive online and mobile sales with more relevant product ads. By extending the power of dynamic ads to brick-and-mortar retailers, brands will now be able to customise creative for every store location based on local product availability, pricing or promotions. It’ll be widely available to eligible clients in the coming weeks.
Instagram Rolls Out “Save Draft” Feature
You can now save your posts as a draft before posting them. Just upload a photo or video as you normally would, add the effects, filters, and caption, then tap the back arrow in the top left. You’ll be able to select Save Draft at the bottom of the screen. Drafts will be saved in your Library, where you can return to continue editing and share it later.
Google Releases New Messenger App: Google Allo
The tech giant is set to unveil Google Allo, a smart messaging app that will incorporate artificial intelligence and provide marketers with a new way to reach consumers. It comes with features such as stickers, incognito mode, and a few other quirks where Google tries to set itself apart from the other messengers. Allo is rolling out on both Android and iOS and will be available worldwide in the next few days.

Facebook Overestimates Key Video Metric For Two Years
Facebook has admitted overestimating the average time users spend watching video on its platform by only counting users that watched at least three seconds. This has resulted in an over inflation of figures by between 60% and 80%.
Once again we’re seeing Facebook (as well as YouTube’s Director) giving support to small business owners who may not have the capabilities and skills to create content and ads. We love good, highly relevant content for our consumers, and now these small businesses will be able to connect with their users with ease.

Is Facebook overestimating its video metric a big deal? An estimated 85% of new digital ad spending goes to Facebook and Google due to their impressive metrics. Yet, now it seems that this spend was allocated based on incorrect data. We’re seeing the industry now calling for third-party measurement across all social platforms so that we may have added data transparency in the future.

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