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WhatsApp Says Viral Message Forwarding Has Reduced 70% Since Implementation of New Restrictions

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After implementing new restrictions on how many times messages can be re-shared by users earlier this month, WhatsApp says that it’s seen a major reduction in the distribution of forwarded content, significantly reducing the spread of misinformation within the app.

As explained by WhatsApp (via Business Standard):

WhatsApp is committed to doing our part in tackling viral messages. Since putting into place the new limit, globally, there has been a 70% reduction in the number of highly forwarded messages sent on WhatsApp. This change is helping keep WhatsApp a place for personal and private conversations.”

WhatsApp initially limited message sharing last January, restricting forwarding to five times per message, before it implemented even more stringent measures on the same earlier this month, in response to concerns that COVID-19 misinformation campaigns were now being targeted to WhatsApp users specifically.

The new limits relate to ‘highly forwarded’ messages – as explained by WhatsApp:

Last year we introduced users to the concept of messages that have been forwarded many times. These messages are labeled with double arrows to indicate they did not originate from a close contact. In effect, these messages are less personal compared to typical messages sent on WhatsApp. We are now introducing a limit so that these messages can only be forwarded to one chat at a time.”

WhatsApp has huge reach, especially in developing regions, and its encryption systems make it more difficult to moderate what content is being shared, and with whom – and given the importance of timely, relevant messaging around COVID-19, the messaging app has sought to take these additional measures to address such. Which, as detailed by WhatsApp, are now having an impact.

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Various reports have singled out WhatsApp as a key source of coronavirus misinformation. Among the more recent WhatsApp misinformation campaigns, authorities have debunked a WhatsApp message which claims that “new communication regulations” will enable governments to record people’s phone calls, while another campaign shared a voice message which claimed that COVID-19 deaths are set to spike significantly, and many of the victims will be children.

Again, right now, the need to accurate information around how to respond the virus is crucial, so it’s good to see WhatsApp, and other platforms, working to limit the spread of such campaigns.

Socialmediatoday.com

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TikTok Partners with Zefr to Offer Increased Assurance on Safe Ad Placement

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TikTok Partners with Zefr to Offer Increased Assurance on Safe Ad Placement


TikTok has partnered with brand suitability platform Zefr on a new brand safety post-bid measurement solution for in-feed ads, which will enable advertisers to ensure that their TikTok promotions don’t appear alongside potentially offensive material.

As you can see here, using Zefr’s dashboard, which provides insights into each campaign by mapping it against the Global Alliance for Responsible Media (GARM) Suitability Risk categories, advertisers will now be able to ensure that their TikTok ads are not shown next to content that they don’t want to be associated with.

As explained by TikTok:

“This solution will provide advertisers with campaign insights into brand safety and brand suitability for their TikTok campaigns. These insights provide clients with third-party impartial reassurance that their investment is delivered next to content suitable for their brand, protecting brand reputation and mitigating risk.”

Zefr’s advanced ‘Cognition AI’ process utilizes audio, text, and frame-by-frame video analysis, along with scaled human review, to determine brand safety, and provide full assurance on potential ad placement.

With TikTok’s challenges and posts sometimes veering into dangerous territory, the option will help to reassure brands that their campaigns won’t end up being associated with potential harm, which could help TikTok secure even more ad spend.

Though it could be difficult to 100% guarantee success here. For example, the recent ‘Milk Crate Challenge’ on TikTok started off innocently enough, but eventually lead to increasingly risky and dangerous behaviors, which resulted in serious injuries to some participants. Other TikTok challenges could follow a similar evolution – though the additional assurance of Zefr’s systems will ideally help to catch these out before they become a potential brand risk, or at the least, as soon as they’re identified as a problem.

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It’s a good integration, and another key step in TikTok’s broader expansion of its ad tools.

The new TikTok Zefr integration is available to advertisers in the US, Canada, the UK, France, Germany, Italy, Poland and Spain.



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How to Elevate Your Social Media ROI [Infographic]

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How to Elevate Your Social Media ROI [Infographic]

Looking for ways to improve your social media marketing efforts in 2022?

As we head into the new year, it’s worth revising your business goals, and establishing a clear direction for your digital marketing process. Maybe you’re happy with the growth and interaction you’re seeing, and how that’s then leading to conversion, but over the past two years, in particular, there’s no doubt been some level of disruption to your marketing plans.

With that in mind, this infographic from the team at Click Dimensions could help. They’ve put together a simple overview of how to establish your social media marketing goals, including which metrics to focus on, how to increase engagement, and the importance of adapting as things progress.

It could help to spark some new thinking in your approach – check out the full infographic below.

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5 Essential Pinterest Metrics to Track [Infographic]

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5 Essential Pinterest Metrics to Track [Infographic]

Will Pinterest be part of your digital marketing approach in 2022?

More brands are now considering it, with Pinterest now up to 444 million active users, and becoming a key eCommerce hub for many amid the pandemic. Pinterest is also seeing an increase in male usage, expanding its target demographics, while its evolving shopping options, including AR displays and virtual try-on tools, are helping to advance the app’s utility, and make it a more essential companion for many consumers.

At the least, it may be worth checking in and seeing what brands in your niche are doing in the app.

And if you are looking to improve your Pin presence, then you need to be tracking the right metrics –which is where this new infographic listing from Giraffe Social Media comes in.

The graphic below outlines the key Pinterest metrics you need to track, in order to measure and improve your Pin performance. Worth noting in your approach.

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