Social media platforms are continually updating their algorithms, adding new features and changing their interfaces. It may be difficult to keep up with these changes and so the GRMC Social Media team has compiled a few notable items for the Humber community.
Prioritize posting shareable content under 90-seconds on Instagram: Instagram’s goal is to help people discover content they want to connect with friends over. In a recent Q&A, Adam Mosseri, Head of Instagram, said that number of shares per reach is more important than watch time, comment counts and other metrics in determining overall reach on the platform (Source: Social Media Today on Instagram share rates). At another event, Mosseri also shared that Reels over 90-seconds can hurt distribution (Source: AishaBeau on a recent Instagram presentation via Threads). If you are sharing Instagram Reels, keep it short and focus on creating valuable content that viewers may want to share.
Facebook and LinkedIn lean into vertical short-form video: On April 3, 2024, Facebook announced an upgrade that better integrates vertical video into the app (Source: Facebook news release on its updated video player). LinkedIn also launched a beta test for a full-screen, vertical feed featuring short-form videos to keep up with this popular way of consuming content (Source: Lindsay Gamble via LinkedIn).
Authenticity reigns supreme: After staying in touch with family and friends, the main reason people use social media is to be entertained and mentally unwind. In a 2024 Hootsuite Social Trends in Higher Education report, 53 per cent of consumers surveyed think brands should be more relatable on social media and 34 per cent of consumers say that content that is too focused on self-promotion negatively impacts how they view them. The takeaway? Focus on providing value to your audience, such as including a useful tip for students or incorporating humour in your content, rather than solely focusing on promoting a program, event and/or initiative.
If you have questions or want to discuss social media best practices and trends further, please contact Natalie Leung, Social Media Manager, at natalie.leung@humber.ca.
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