This week in social media news, Twitter’s latest research shows the top trends driving conversations on the platform, YouTube adds a new ‘first 24 hours video performance’ feature, Snapchat’s latest study reveals that length isn’t a predictor of ad efficiency and much more.

Twitter Releases Report On Top Trends Shaping The Platform

Twitter’s latest report, ‘The Conversation: Twitter Trends’ gives brands a glimpse into the biggest trends driving conversations on the platform based on an analysis of billions of tweets from the last two years.

Why it matters: Twitter closed out 2020 with 192 million monetizable daily active users worldwide, up from 187 million in Q3.

The details: The trends driving Twitter conversations are personal and mental wellbeing, creator culture, spirituality and escapism, sustainability, technology and self-expression.

The pandemic inspired honest conversations about mental health and self-care, with mentions of mental health increasing by 74 percent and conversations around sleep as a form of self care growing by 43 percent.

Pandemic-induced unemployment coupled with the rise of the gig economy led to a 32 percent increase in conversation around entrepreneurialism and a 121 percent surge in mentions of “side hustle.”

In their search for meaning and comfort, users explored topics like astrology, embracing solitude, healing and paying it forward, leading to a 48 percent rise in conversation around spiritual energy and a 109 percent rise in conversations about tarot and psychics.

Users also considered their consumption habits, leading to a 53 percent increase in conversations around clean corporations and 29 percent increase in conversations around irresponsible packaging.

A demand for ease increased conversation around online shopping by 173 percent, and conversation around social/emotional dependence on tech by 96 percent.

A growing sense of awareness around social activism inspired a 33 percent rise in conversation about ethics and morals.

TikTok Introduces First Group Of Black Creators For New Incubator Program

After first announcing its three-month Black Creatives incubator program in January, TikTok has introduced the first 100 creators and emerging music artists selected for the initiative, which aims to nurture black creators on the platform via motivational town halls, community-building forums and educational events.

Why it matters: TikTok says it received more than 5,000 video applications in less than 24 hours after announcing the program, which it’s conducting in partnership with MACRO, a media company that represents voices of people of color.

The details: The program kicks off today with “a full day of educational programming” where the inaugural class will hear from Gabrielle Union on the importance of setting their goals and knowing their worth. Over the next three months, the creators will join the TikTok team at virtual events led by successful black business leaders, entrepreneurs and celebrities.

LinkedIn Debuts New Tools For Company Pages

LinkedIn has rolled out new tools to help companies strengthen the connection between their employees, customers, partners and brand supporters, including updates to the “My Company” tab, an analytics feature to measure the impact of employee advocacy programs, free Lead Gens for product pages and more.

Why it matters: The new community-building features are in response to user feedback regarding how difficult it has been to stay connected with colleagues and customers in this new virtual environment. LinkedIn also cites research from a Glint Employee report, which found that feeling disconnected was the highest risk factor to burnout for 41 percent of employees.

The details: First up, LinkedIn’s updates to the “My Company Tab” will enable page admins to curate organic content through a new “Recommend” tool and suggest trending articles for employees to reshare via a new “Content Suggestions” tool. Plus, a new analytics feature will help companies measure the reach of their employee advocacy program.

LinkedIn has also added Lead Gen Forms—which help companies boost high-quality leads through pre-filled forms populated with a LinkedIn member’s profile data—to product pages, for free.

Additionally, a new feature for LinkedIn Stories will give pages and page admins a way to add a destination URL to their Story right from the Story frame to maximize engagement and conversion.

In the coming months, LinkedIn Elevate customers will gain access to employee verification for free on all pages with more than 10 employees.

YouTube Adds New 24 Hour Comparison Tool In Analytics

YouTube has added a new feature to creators’ channel analytics that reveals how their video performed in the first 24 hours after publishing.

Why it matters: Though a video’s performance in the first 24 hours isn’t indicative of its future performance, YouTube says it added the feature because the first 24 hours is typically when creators want to compare their video performance.  

The details: Creators can find the new feature under channel analytics in advanced mode, then click “compare to” to see the “first 24 hours video performance.” There, a scatter plot compares several videos across the same time period, and lets you choose what metrics to compare against.

Snapchat Research Shows Length Isn’t A Predictor Of Ad Efficiency

According to the findings of a joint study by Snapchat, Magna and the IPG Media Lab, six-second Snapchat ads convinced more consumers to consider buying the products featured in commercials compared to 15-second ads.

Why it matters: Snapchat notes that 15-second ads are valuable for increasing awareness, but specifically for ads that market new products. Overall, Snapchat was shown to be more effective at improving awareness and purchase intent than the online video platforms tested.

The details: Leveraging a digital lab-based experimental design, Magna surveyed over 7,700 participants from a panel representative on both PC and mobile devices, with their media habits assigned to either Snapchat, a video aggregator or a full-episode player.

Magna controlled the ads served to participants, who were asked to complete an online survey measuring awareness, brand perception and purchase intent.

They found that regardless of length, full-screen vertical ads on Snapchat drove more than twice the lift in awareness than other platforms tested.

Six-second ads on the platform were also more persuasive than 15-second ads for both younger and older generations, with participants considering the shorter ads “immersive and innovative.” Younger participants were less likely to feel that 15-second ads were “innovative” or “offer new info.”

Snapchat gauged the incrementality it could offer by developing creative custom for the platform rather than cutting down from longer-length assets. It found that cut-downs and customized creative performed similarly, and upon reviewing persuasion across all ads tested, the delta was consistent for the two separate creative executions.