This week, YouTube announces it will no longer count paid ads in music-video viewing records; Facebook updates the values that inform Facebook Community Standards and is spotted testing a new “Chat” post type, study finds the majority of NFL fans watched the opening week games via streaming services and apps, and more.

YouTube Will Stop Counting  Paid Advertisements In One-Day Record Tallies 

The video-sharing company ends a controversial music-industry practice and announces it will no longer count views from paid advertisements in its one-day record tallies, Bloomberg reports

Why it matters: This means that starting now, music video creators will no longer have the ability to get their content to the top of YouTube’s charts using paid ads. 

The details: YouTube explained in a blog post that the company was adjusting its policy to “provide more transparency to the industry” and be more consistent. It is important to note that YouTube said it will not change past record holders.

Facebook Spotted Testing A New “Chat” Post Type

According to reverse engineering expert Jane Manchun Wong, Facebook is testing a new Facebook post type to connect users to private messenger chats. 

Why it matters: The initiative might provide new ways for brands to start discussions with their loyal followers, or alternately, it could make it easier for more conversations to go private. 

The details: The feature seems to be similar to Instagram’s “Join ‘Chat'” sticker, which was introduced for Stories in July. 

Facebook Updates Its Community Standards Values

The company announced the expansion of the values that serve as the basis for Facebook Community Standards

Why it matters: The update provides clearer outline of what is and isn’t allowed on Facebook. 

The details: “Our commitment to giving people voice remains paramount. We also focus on authenticity, safety, privacy and dignity in writing and enforcing our Community Standards. We’ve updated the preamble to our Community Standards to reflect these values and included it below to help people understand the environment we want to foster on Facebook,” the company said in a blog post.   

Study: More Than Half Of NFL Fans Watched Opening Week Games Via Streaming Or Apps

A recent study from Collins Media agency discovered that for the opening week of the NFL season, 58 percent of surveyed fans watched at least one game using a paid streaming service or app. 

Why it matters: According to the researchers, while consumers are adopting alternative ways of watching NFL games live, advertisers are challenged with the difficult task of reaching an audience scattered across multiple screens and services.

The details: Per the study, consumption of live NFL games remains high, however, the way in which fans watch NFL games is “fragmenting, underscoring why brands should be incorporating over-the-top (OTT) programmatic advertising into the marketing mix.”

Some of the top findings include: 

  • NFL Sunday Ticket dominated the pack of content providers with 20 percent market penetration 
  • Amazon Prime and Hulu are both commanding 18 percent market share, Sling TV at 15 percent and NFL Game Pass at 13 percent
  • 23 percent of respondents reported using smaller streaming services or apps, such as the NBC Sports app, Chromecast or other channels available through virtual private networks. 

Instagram’s “Clips” Is Replicating Key TikTok’s Features 

Reverse engineering expert Jane Manchun Wong discovered that the Instagram “Clips” prototype is cloning TikTok’s video editor.

Why it matters: TikTok is undoubtedly an up-and-comer in the world of social media, however, the company reportedly has a problem with user retention, as the majority of new users coming to TikTok leave within 30 days of downloading the app, then return to more established platforms, such as Facebook and Instagram. These new features might help boost Instagram’s attractiveness to younger content creators and give marketers an opportunity to reach even wider audiences on the platform, which, at the moment, has over a billion users.

The details: Wong noticed that Instagram has been working on a new Story Camera mode, called “Clips,” beginning in early July. 

“Just like TikTok, ‘Clips’ allows users to record segments of videos into a single video Story. Just like TikTok, users can overlay music on clips. Just like TikTok, users can adjust the speed and timer of each video clips,” Wong said in a blog post

Facebook Rolls Out New Tools For Public Figures

The company published a blog post announcing several new features for public figures, including multi-contributor “Stories.” 

Why it matters: The change should make it easier for multiple contributors to add to a single post or story during an event, helping with coordination for those who oversee the accounts. 

The details: Here is what Facebook is up to with the new tools for public figures:

  • Testing the ability for multiple public figures to contribute to the same Facebook Story during an event, as well as a new feature in News Feed to help people discover public figures to follow.
  • Adding more tools to make it easier for public figures to engage directly with their communities, including a new Fan Reply sticker for Facebook Stories.
  • Building out ways for public figures to make money and grow their businesses on Facebook, including more ways to sell directly to fans and expanding Facebook Stars.
  • Protecting public figures from abuse on the Facebook family platforms with new ways to help ensure interactions between people and public figures are safe and authentic.

Twitter Launches Drag And Drop To Reorder Attached Images

The social media company tweeted today about the official launch of a new way to reorder images in a Tweet.

Why it matters: The new option makes it easier for creators to present their visual content in the most appealing way and gives them more control over the presentation to help boost content performance.

The details: The process is simple and convenient–when a user attaches two or more images to a tweet, it’s now possible to just drag and rearrange them, instead of uploading images in a certain order.

Instagram Is Testing Shopping Posts As Ads

Instagram announced in a blog post that the company will be testing the ability for shopping businesses to run their existing shopping posts on the platform as ads in Instagram Ads Manager. 

Why it matters: Per Instagram, the ads will enable businesses to reach their target audience, as well as scale and showcase products through the shopping format.

The details: At the moment, the test is only available to select businesses. When shoppers tap on the ads, they are taken to a product description page within the app and can then purchase from the business’ mobile site.

Alisa Harada, marketing manager at REVOLVE, one of the select brands that will be testing the new feature, said, “We’re incredibly excited to amplify our shopping presence on Instagram by running our organic shopping posts as ads. It’s important for us to test new methods and evolve our digital marketing strategy as we continue to learn about our consumers’ behavior and shopping habits through new products that Instagram is offering.” 

Telegram Fixes “Unsent” Photos And Videos Bug 

Telegram has reportedly removed a bug that allowed users to recover photos and videos “unsent” by other people.

Why it matters: Within Telegram, it is possible for users to “unsend sent messages from other people’s inboxes. For example, when a message is sent by mistake. 

However, TechCrunch reported that security researcher, Dhiraj Mishra, who found the issue, said even though Telegram was removing the messages from a user’s device, any sent photos or video were still stored on the user’s phone, which is a privacy violation. 

The details: Mishra also discovered that other messaging apps such as WhatsApp, had the same “unsend feature, but those apps deleted both message and content when tested. He said the Telegram for Android app would permanently store photos and videos in the device’s internal storage.

A spokesperson for Telegram confirmed to TechCrunch that the bug fix took effect on September 5th.

WhatsApp Might Soon Allow In-App Flight Purchases 

Artificial Intelligence (AI) developments might soon allow WhatsApp users to book flights within the app. 

Why it matters: The chatbot automation can be used in WhatsApp through airline apps, making it convenient and, therefore, encouraging for consumers to buy plane tickets. 

Per The Points Guy UK, the initiative may include information to book a flight, dates and number of passengers. 

The details: Certain providers, like KLM, Malaysia Airlines and Etihad have already introduced features in the app that were previously only available on a desktop or phone. And KLM has been using WhatsApp as a means of communication with its customers since 2017. 

Facebook To Be Investigated Again

New York’s Attorney General Letitia James announced she will lead a multi-state investigation against Facebook over possible antitrust violations.

Why it matters: The investigation will examine whether Facebook used its market dominance to illegally force competitors out of the market, and/or drive up ad prices.

The details: James tweeted: “BREAKING: I’m launching an investigation into Facebook to determine whether their actions endangered consumer data, reduced the quality of consumers’ choices, or increased the price of advertising.

The largest social media platform in the world must follow the law.”  

Snapchat Users Can Now Share Music Content On Spotify 

Snapchat announced that the company will allow its users to share their favorite music and podcasts with friends on the platform. 

Why it matters: Expanded social sharing options might help to bring millions more users to the app and provide more creative opportunities. 

The details: Staring today, Snapchat users can send a song, playlist, artist profile or podcast directly to their friends on Snapchat or share to Snapchat Story. 

Step-by-step instructions can be found here

Telegram Publishes Code For Its Blockchain 

Telegram finally published the code for running a blockchain, which is scheduled for launch in October. 

Why it matters: The information provided by Telegram allows developers and community members interested in the blockchain to get familiar with a full node, a validator node and the blockchain explorer.  

The details: According to Mitja Goroshevsky, CTO of TON Labs at Telegram, there are currently 100 nodes maintained by the social media company itself on the testnet. “Source code for a full node that can access testnet, create and validate blocks has been released. Lite client was released several months ago. TON Labs will release Public Beta of its developer tools suite on Monday,” Goroshevsky told CoinDesk.

Facebook And Instagram Downloads Are Declining

According to a Bank of America analysis, mobile app downloads of Facebook and Instagram are down a combined 13 percent YoY, CNBC reports

Why it matters: The BofA data signifies a shift in download trends for both apps, suggesting that the popularity of both is declining or remaining flat at best. 

The details: According to the report, the combined download numbers for Faecbook are decreasing three percent in Q3 2019, in comparison to last quarter. 

Instagram numbers are slightly steadier than Facebook’s–down nine percent YoY, compared to 15 percent in the third quarter. Per the report, Instagram numbers are still tracking down more than during the same time during the third quarter in 2018. Compared to last quarter, Instagram app downloads are tracking up four percent. 

Twitch Released An Apple TV App Public Beta

Twitch is coming to Apple TV. The live game streaming service company announced the release of an Apple TV app public beta test, which is available through TestFlight. 

Why it matters: The beta will give creators an opportunity to test the service before it goes live.

The details: To install a beta, the users need to follow five simple steps: 

  • Install TestFlight on an iOS device and Apple TV where you can sign in to the same App Store account.
  • Tap the public link on your iOS device.
  • Tap Accept for the app you want to test.
  • Open TestFlight on Apple TV. You must be signed in to the same App Store account you used on your iOS device.
  • Install the app you want to test.

Facebook Is Testing Two New Ad Features

According to Marketing Land, the social media giant is currently testing in-app checkout for Facebook ads, and a new ad unit for Instagram. 

Why it matters: Facebook’s goal with the new ad features is to develop a more efficient e-commerce process across all its apps, at the same time creating a more convenient online buying experiences for businesses and advertisers already on its platform, Marketing Land reports

The details: The two new ad features are a native in-app checkout for dynamic ads, which, if launched, will make it possible for users to discover a product via a dynamic ad and purchase the product from the ad within the app; and organic shopping posts on Instagram ads, which would allow advertisers to turn organic shopping posts into ads via the Facebook Ads Manager. 

“These new ads are based on the ways people currently like to discover and purchase products on Facebook and Instagram so the ad design and experience will be familiar,” a Facebook spokesperson told Marketing Land

Editor’s Note: Our weekly social media news post is updated daily. This installment will be updated until Friday, September 13th. Have a news tip? We’re looking for changes to and news surrounding social media platforms as they relate to marketing. Let us know at