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Twitter Acquires Chroma Labs, the Team Behind Stories Editing App ‘Chroma Stories’

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We could soon have a whole new range of visual tools for Twitter

The company has this week announced its acquisition of Chroma Labs, the team behind the Chroma Stories app, which provides a range of stylistic frames and filter options for your Stories content.

Chroma Stories

As per Chroma Labs:

“When we founded Chroma Labs in 2018, we set out to build a company to inspire creativity and help people tell their visual stories. During the past year, we’ve enabled creators and businesses around the world to create millions of stories with the Chroma Stories app. We’re proud of this work, and look forward to continuing our mission at a larger scale – with one of the most important services in the world.”

To be clear, Chroma Stories is not a platform in itself, but a supplementary app which enables users to create better-looking Stories that they can then post to Instagram, Facebook and Snapchat. 

The company was founded by former Instagram product lead John Barnett, who, among other projects, invented Instagram’s popular ‘Boomerang’ video looping tool. That inside knowledge has enabled Chroma to build highly effective visual additions and features, which are perfectly aligned with rising Stories use.

Chroma App

So what will Twitter be looking to do with the app?

As noted by Twitter product lead Kayvon Beykpour:

What ‘more creative ways to express themselves’ means, exactly, is anyone’s guess, but it could mean that Twitter is looking at its own variation of Stories, or that it will be adding more visual options to enhance your tweet presentation in the near future.

With respect to Twitter Stories, that could definitely be a possibility. Twitter is now one of the only platforms without a Stories option, and with its renewed focus on context, and maximizing user engagement, you would think that a Twitter Stories tool, if done right, could hold significant appeal.

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Twitter’s already the home for real-time updates, and a Stories feed could add to this – while it could also provide what Twitter’s ‘Moments’ tool was never quite able to, albeit in a different way.

Moments was Twitter’s mobile-focused, vertically presented, quick catch-up tool, which Twitter originally pitched as “the best of what’s happening on Twitter in an instant”.

Twitter moments

These days, Twitter’s bigger push is on increasing personal relevance – so what if, instead of “the best of what’s happening” across all of Twitter, you got a Stories feed instead, which would essentially be a feed of what’s happening among the people and profiles that you’ve chosen to follow.

Twitter could even look to add the tab into the bottom function bar, replacing where Moments once was. Given the popularity of Stories on other platforms, that could work.

It’s not definitively where Twitter is headed, but it makes sense that Twitter would at least look at its options on this front.

Outside of this, Twitter could be looking to simply improve on its current – somewhat limited – visual options. 

As an example, last September, Twitter provided users with the capacity to rearrange their attached tweet images via a simple drag and drop process.

You couldn’t do this before. So, on Snapchat, for comparison, you can take a photo of your face, cut out a section of it, re-paste it a million times over into the frame and create a unique collage, which you can then add filters to, morph into something different via AR tools, and upload in different formats, all within the app. In Twitter, you can now re-arrange images.

Yeah, it probably does need an upgrade on this front.

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Either way, with the Chroma crew joining Twitter’s Conversations division, you can expect some significant visual enhancements for your tweets, which could be a major change for the app.

It’ll take some time, but it’ll be interesting to see what they come up with. 

Socialmediatoday.com

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LinkedIn Adds New Features for Company Pages, Including Post Templates and Link Stickers

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LinkedIn has outlined its latest batch of updates for Company Pages, most of which had already been previewed in some capacity, but are now being rolled out on a broader basis.

First off, LinkedIn’s making its new post templates available to all company pages.

LinkedIn post templates

As you can see in these examples, LinkedIn’s post templates, as they sound, provide a range of visual enhancements for your LinkedIn updates, which could help to make them stand out in feeds.

LinkedIn originally launched post templates for individual users last month, but now, it’s making them available for Company Page updates as well.

As per LinkedIn:

Create engaging, actionable LinkedIn content easier than ever with customizable templates, available directly in the LinkedIn app, with no third-party tools required.”

I mean, I don’t know that these types of posts really fit with LinkedIn’s professional approach. But then again, as many have noted, LinkedIn is increasingly becoming more like Facebook anyway, with more personal posts and updates that are less focused on professional aspects.

And that seems to be working – LinkedIn’s parent company Microsoft keeps reporting ‘record levels of engagement’ in the app every quarter, so maybe this is actually a good, valuable addition.

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We’ll see how people feel about it when every other LinkedIn ‘thinkfluencer’ is posting using these templates. You can access post templates in the mobile app by tapping the ‘use template’ option in the post composer menu.

As an addition to this, LinkedIn’s also making its new link stickers available for Company Pages too, which could help to drive more direct response to your updates.

LinkedIn link sticker

On another front, LinkedIn will also now enable all Company Pages to pin comments beneath their brand posts.

LinkedIn Pinned Comments

The rollout for this feature also started last month, with some users seeing the option to pin comments in the app.

That could be a good way to spark more focused engagement, and highlight top fans, while you could also use this to simply boost interactions by pinning the comment with the most engagement at the top of the reply chain.  

As a reminder, LinkedIn Company Pages can also pin an update for similar purpose.

Finally, LinkedIn has also added a new Our featured commitments’ section for Company Pages, where brands will be able to showcase their most important values.

“Increasingly in today’s market, job seekers are evaluating potential employers based on their values. They’re interested in knowing where companies stand on issues that are important to them, such as DEI, work-life balance, sustainability, etc. To provide greater insight and connections, LinkedIn is enabling employers to highlight these commitments on their LinkedIn company page to define their talent brand and values.” 

Brands will be able to include up to five commitments in their featured commitments section, while you’ll also be able to host content that demonstrates the same, all of which will be displayed in a sub-panel in the ‘About’ section of your Page.

These are some potentially handy updates, with the link stickers and pinned comments standing out as likely the most valuable additions for LinkedIn page managers.

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Post templates I’m not as sold on, especially for brands – but then again, there may be ways to use these templates to improve the presentation of your posts, and maybe, that’ll increase overall engagement.

You can read about all of LinkedIn’s latest company page updates here.

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