Social Round-up: Facebook Instant Articles, Twitter Customer Service and Snapchat e-commerce

In the news this week, Facebook instant articles available to all publishers from the 18th April, two #socialCS updates for Twitter, Ads to hit Facebook's Messenger app and...

In the news this week, Facebook instant articles available to all publishers from the 18th April, two #socialCS updates for Twitter, Ads to hit Facebook’s Messenger app and Snapchat looking to join the e-commerce market, enjoy!

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Facebook instant articles available to all publishers 

This is essentially a big optimisation of the way we interact with articles posted and shared on Facebook. We’ve all at some point got impatient with the little loading bar which is desperately trying to direct us to a landing page: Facebook’s instant articles will eradicate this wretched waiting completely, not just for the consumer’s benefit but for marketers also.

Kiss Metrics reported that, “according to surveys done by Akamai and, nearly half of web users expect a site to load in 2 seconds or less, and they tend to abandon a site that isn’t loaded within 3 seconds”. The Instant article offering may well be a big hit with publishers, especially as this will no doubt help to increase traffic and site referrals.


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Twitter improves its social customer service features

Twitter announced on its advertising blog last Thursday that it was releasing two new social customer service features to optimise what seems to be an increasing area of focus. Taken from Twitter’s post, they explain that:

“Many of our advertisers tell us that over 80% of their inbound social customer service requests happen on Twitter” cost per resolution that is ⅙ the cost of a call centre interaction. And this leads to increased brand loyalty and sales: recent research shows that when a customer Tweets a question or complaint to an airline and receives a response, they’re willing to pay on average $9 more for their next purchase from that airline”.

Twitter looks set to continue to strengthen its social customer service offerings with a call-to-action Direct Message button and a Customer Feedback option (see our more detailed post about Twitter’s social customer service updates here.)

In summary, the direct message button allows businesses to deep link a direct message option which, when clicked, leads to a direct message, making the process a sharing confidential information even quicker. The Customer Feedback feature has two industry standard question formats: Net Promoter ScoreSM (NPS®) and Customer Satisfaction (CSAT) which will allow companies to better track feedback.

We’ll be discussing Twitter and Facebook’s social customer service developments at the Social Customer Service Summit in London on 13/14 April. Tickets are available online now.

Gif search on Twitter

The Gif is nothing new to social media, but its use does seem to be gaining popularity especially with the likes of Facebook’s Messenger and Skype introducing Gif keyboards and search engines into our chat feeds.

Now Twitter has finally upped it’s Gif game by introducing a new Gif search that will be rolled out in the coming weeks.  Last year on Twitter over 100 million Gifs were shared. With the introduction of Gif search, we wouldn’t be surprised if this number rose this year.

Giphy and Riffsy will apparently be responsible for providing Twitter with “real-time GIFs as they happen, helping to power Twitter’s live commentary and conversation”. Surely, from a content marketing perspective, this is good news.

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Advertisements set to hit Messenger app this year

Although Mark Zuckerberg has said “I don’t personally think ads are the right way to monetize messaging,” he looks set to go against this. A leaked document that was obtained by TechCrunch revealed that Facebook intends to launch advertisements on messenger this year. With messenger hitting 800 million users it seems it was only a matter of time before Facebook looked to monetise the app.

The document noted that Facebook has created a URL short link ( to enable users to immediately begin a chat with a business. In addition to this, Businesses will not have the green light to push their ads into people’s message feed unless users instigate a chat beforehand, which will no doubt relieve most users.

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Snapchat to enter the e-commerce market

Joanna Coles, a member of the board of directors at Snapchat, revealed at this year’s re/code event that Snapchat’s channel Sweet which is co-developed with Hearst, the media company, will at some point in the futuremorph into an e-commerce platform so you will be able to buy from it.”

Although this won’t happen until the technology allows it. Snapchat has slowly made moves to become a big player in the social networking market with the role out of branded channels, deep linking URLs and now its impending attack on the e-commerce market.

Late last year Snapchat announced to the Financial Times that it was getting a whopping 6 billion video views a day, so it would be no surprise to see businesses flock to the network when its plans come to fruition. Watch this space.

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