Social Media News for the Week of August 17

Twitter Character Limit

The private side of Twitter saw a big change this week, as the social media platform removed the 140-character limit from direct messages. While the public side of Twitter still carries the 140-character limit, users can now chat privately via Direct Messages without the character limitation. This functionality has rolled out across Android, iOS, twitter.com, TweetDeck, and Twitter for Mac and will continue to roll out worldwide over the coming weeks. To ensure you’re getting full Twitter functionality, be sure you’re using the latest version on your device. For dealerships, consider upping your Twitter presence and interacting with customers and potential shoppers via Direct Messages to answer questions and show the responsiveness of your customer service.

Google Hangouts 4.0 for Android

If you’re a Google Hangouts users, you’ll be happy to see the sleeker, faster look for Android. The new look also boasts improved speed, making even easier for users to reach the people they’re trying to get in touch with. Newest updates include items that respond to user touch in more intuitive ways, a brand-new Compose button that makes it easier to start a new group or conversation, a streamlined contacts list so users can find people quickly and easily, and simplified attachments to make sharing things like emojis and GIFs easy. Users get all these updates, and as an added bonus, Hangouts is faster and uses less battery than before. Smart dealerships will take advantage of Google Hangouts and post short videos, chat with customers, or even promote events to show off their marketing prowess.

Facebook High-Performing Ads in Audience Network

Facebook has expanded the ad types and formats available in the Audience Network, boasting better outcomes for those using the ads. The expansion includes native ads, which now represent over 80% of impressions in the Audience network, according to Facebook, and interstitials. Users can now bring autoplay video ads directly to their apps by upgrading to SDK for Android and iOS. Interstitial formats will include Dynamic Product Ads that display ads based on products that have been visited via website or app, Carousel Ads that showcase up to 5 images, and Click-to-Play Video. Dealerships can take advantage of these updates by targeting direct markets with relevant ads and measuring engagement on both desktop and mobile.

Over 10 Million Users on Periscope

A significant milestone, currently over 10 million users share and view live broadcasts on Periscope. According to the booming social giant, this equates to over 40 years of video watched per day—if the amount of time everyone spends were watching live broadcasts via iOS and Android were added up. Reflective of the way consumers receive and share information, this statistic is valuable for marketers and businesses looking to grow in today’s mobile world. For dealerships looking to connect with a mobile society, Periscope’s most recent milestone is an indication you’ll find success in sharing video, in focusing on mobile, and in creating relationships with your consumers.

Canva for Work

Many already knew about the accessible design features offered through Canva, and now the platform has launched <href=”#.wt6jag:4Zxa”>Canva for Work. With over a million photos, graphics, and fonts available to users in a drag-and-drop format, the company is looking to become a staple in the corporate world as well as with individuals. Features aimed at businesses include a brand kit for logo and color palette creation and the Team Stream which allows users to share designs with other team members. Sharable files and folders make working and customizing across teams a snap. Dealerships that are currently collecting old clipart can delve into the world of Canva to create beautiful, eye-catching event flyers, and they can even be shared across your online social networks.

Buffer for Video

Buffer recently announced the addition of Buffer for Video, an upgrade that correlates nicely with the recent surge in social media videos across multiple platforms. Video has increased on Facebook by 360%, and a staggering 82% of Twitter users confirm watching video content. It was only a matter of time before Buffer customers were given the opportunity to upload, share, and schedule video—from Buffer to all their social media networks. This newest capability allows users to upload video content once and then share everywhere. Users are able to schedule content to Facebook, Twitter, Pinterest, Google+, and LinkedIn simply by uploading their video content once on Buffer for Video. Dealerships looking to use video to grab shoppers’ attention can now save time by looking to Buffer for Video to share content across platforms.

Tip of the Week—Social Video 101

Have you ever wondered how to create a great video your viewers will want to watch? Have you thought about how to grab their attention and keep it while you share your dealership’s message? By using short videos to market your dealership, you’ll expand your reach and gain greater brand recognition. Video is simply that transformative.

The concept of using video to market your dealership can be overwhelming, but the key is to remember that no matter how small or large your dealership, there is a way to make video work for you. You’ve probably noticed the huge uptick in videos on your Facebook feed recently, and that’s because a majority of people on social media are looking to video to share and receive information. In fact, it’s predicted that 74% of all internet traffic will be video by 2017—which means that businesses wanting to get ahead need to be up-to-date and on trend when it comes to online marketing.

If you don’t know where to start or what to do, you’re not alone. Check out the tips below to help you gain traction and get rolling with video:

· You don’t need a recording studio. In fact, most phones can give you high-quality video output, especially if you’re doing a lot walk-around or a quick on-the-spot interview. For informal, short videos, don’t worry about high-tech equipment; instead focus on delivering a message that’s informative and helpful to your consumers.

· Plan your content and keep it short. Most consumers don’t have the attention span for a full-length movie, so be sure you get to the point and clearly let shoppers know what you’d like them to do. How can they get your great deal? Where can they contact you? Include a call to action, but leave out a long history of the dealership for this particular format.

· Tell a story. Instead of clobbering consumers with overt selling, tell a story instead. Let shoppers know what you can offer them by giving them a compelling narrative. Tell a story about a safety feature that saved the day or a memorable vacation when everyone piled into a particularly comfortable vehicle. There’s always a way to weave a story into your selling—and storytelling speaks to every consumer.

· Consider customer testimonials. Instead of you delivering a message to your audience every time, think about getting some of your best customers to offer their honest feedback about the service they’ve received at your dealership. Automotive is a great format for customer testimonials, and shoppers will enjoy seeing satisfied customers talk about their positive experiences.

· Be interesting. Think about the videos that capture your attention when you’re online. They’re the ones that do one of several things: they teach you something, make you laugh, answer a question, or offer you something. Give consumers a reason to watch your video, and they’ll tune in from beginning to end. Consider choosing a consumer question each day to answer. Or teach consumers about automotive maintenance. When you give shoppers something of value, they’ll come back for more.

· Keep it up. As you grow your online following, you’ll learn what your potential customers like and what they’re looking for in your videos. As you’re learning from the weekly social media updates, things are constantly changing, so it’s ok that your video strategy morphs and changes as you find your online niche. Just keep posting and reaching out to your potential customers, and you’ll win in the long run.

Video is a sweet spot in the social media realm that’s only expected to increase in the future. Just about every platform is boasting huge increases in video posting and interaction, and when you reach out to consumers in a way that’s relevant and appealing, your dealership will benefit. Don’t let the concept of social video overwhelm you; instead, embrace the powerful way it can increase your reach and connect you with your market.