SOCIAL MEDIA UPDATES
This page is updated regularly with relevant social media and digital marketing updates.
Suppose there is an announcement for Instagram, Facebook, TikTok, LinkedIn, and other channels that those in the ski industry can use to keep their digital marketing efficient and relevant to their audience. In that case, I’ll provide a quick review plus fast, actionable tips so you can keep your company up to date.
MY ADVICE? Bookmark this page and refer back to it, e.g., once a month. Then, scroll through the most recent posts to get the most recent updates. By grouping your updates, you can work more efficiently to keep your business channels up to speed.
OR join the JTM mailing list today to receive monthly emails packed with social media updates and what they mean for the ski industry. Direct to your inbox.
Instagram April 25th
Instagram brings in multiple links in bio
Finally! Another Instagram update that we’ve all been begging for! Currently being rolled out – so you might not see it! yet, – but you can now add up to 5 links from your bio.
What does this mean?
This is the perfect opportunity to highlight your key content or web pages. Think about where you want to drive traffic to, but here are some suggestions:
- FAQ page
- Sales page
- Email letter sign up
- Freebie or giveaway
- Other social media platforms – YouTube / TikTok etc.
You basically want to drive clicks to your highest-converting pages. And if you don’t know what pages they are, have a look at your website analytics, and perhaps it is time for an SEO audit to understand where people responding time on your website.
JEN’S TOP TIP: As with all social media, the best advice is to jump in and start using this new tool. Platforms reward users who embrace new tools. You are only going to begin to understand how they work for you when you start using them and see the response from your audience and users.
So go jump in, get linking, and see what pages your audience are funneling into.
Facebook (& Instagram): March 6th
Facebook doubles down on reels & video content
(and Instagram steps back!)
On he heels of Adam Mosseri, the head of Instagram confirmed that they swung too hard in favour of video content last year and are now returning to an algorithm promoting photos alongside video.
Facebook, has launched 90-second reels this week. Plus some other tools to help easier reel creation:
- Memory integration
- Grooves – to help sync video with music choices
What does this mean?
All this should help with easier and faster video and reel creation on Facebook. The ‘grooves’ should massively speed up the editing process and help Facebook reels look more professional.
JEN’S TOP TIP: From my experience with clients (in the snow sports industry), the video content that seems to do better on Facebook is the more simple, less edited reels. Basically, less polished and “professional” than the ones that succeed on Instagram. But ALWAYS test out your content and find what works for you and your audience. You have to create what they want to see and not what you want to create.
LinkedIn: March 6th
Collaborative articles are here!
Super interesting! An exciting new content format, there are some AI-driven prompts for content you should be writing about or discussing. Then it will invite certain individuals to collaborate on certain articles.
What does this mean?
Currently being rolled out – so you might not have access yet!
But I think it’s going to facilitate some great quality content and help forge some new connections as well as reinforce existing ones. A really clever approach to content creation from LinkedIn.
JEN’S TOP TIP: If you have this new feature and want to try it out, drop me a DM and we can look at creating some articles together!
LinkedIn: February 28th
Facebook is now allowing you to target your Instagram followers
LinkdIn have hit some big milestones recently and are reporting major increases in direct message (DM) conversations and connections.
They have also updated profiles making it easier for viewers to find your core content and also for business pages to highlight the causes they support or are involved with.
What does this mean?
Embracing its position in the social media world, LinkedIn has made much-needed updates to usability.
You can now pin more posts to the top of your profile to help users navigate to your top content. You can also now schedule natively within LinkedIn, helping manage content planning. You can also schedule newsletters, helping business pages coordinate their content more strategically.
TikTok : February 28th
TikTok stepping up the SEO game.
There is more evidence again that TikTok is becoming the new Google. Research is showing that Gen-Z turn to TikTok first to do product searches and find trending news and events.
JEN’S TOP TIP: Come find me on TikTok! It’s super friendly over here and a lot less daunting than you might think!
What does this mean?
Showing again that they are coming for big search engines like Google, we are turning more and more to TikTok not just for entertainment and discovery but also for intentional search.
This is a big shift in user behaviour and one we would be foolish to ignore.
@jentsangmarketing It’s not ideal. He loves skiing but hates ski lessons. And living in a ski resort, ski lessons are our childcare solution in the school holidays. So what are we gonna do? Drop me your best tips in the comments & help a mother out! #skimum #skifail #holidayinspo2023 #skitok #skikid #skiboys #skitoddler #skiholiday ♬ original sound - Lips Unsealed
Metaverse : Facebook & Instagram February 13th
Metaverse announce paid verification
Similar to the Twiter blue tick, Facebook has announced bringing in a paid “subscribers only” service.
It’s interesting to see another social media platform moving towards this “pay to play” style of set up.
What does this mean?
Would you pay to be verified?
Metaverse is saying that it will improve the quality of information and service for those that have paid. They are also claiming it will improve the reach of content – let’s keep watching for this to be confirmed! Because if this is he case, then it will encourage people to pay for the subscription.
Facebook & Instagram Ads Update - 13th December
Facebook is now allowing you to target your Instagram followers
This is another big move with Instagram and Facebook combining their impact. It means that you can cross-target both audiences on Facebook and Instagram.
What does this mean?
This is a great move for the platforms and will hopefully have a positive impact on our ads strategy.
As with all the social media updates and platform changes, you need to test this new feature.
But it should improve your efficiency in ad campaigns and improve the target audiences that you are looking to appeal to.
LinkedIn SEO Updates - 6th December
LinkedIn improving search-ability tools
The platform is double-downing on the facts that we know already – that more and more people are using the search bar to find the topics and content they want.
Similar to how you would search on Google and other search engines.
With LinkedIn newsletters, you’ve now got SEO news titles that you can add. Plus, extra tags that you can add to help your content appear in more search results.
What does this mean?
The new tools will give you the ability to improve the keywords and phrases you are using in your content. TO help you get your brand or business in front of the right people i.e., your target clients.
Twitter - 8th November
Elon Musk – Need I say more?
Everything is changing – fast! Since Elon Musk took over at the end of October.
What does this mean?
Honestly, who knows?!
I’ve held off on commenting on this because the changes are so fluid. Also because most of my followers in the ski industry don’t use Twitter on a regular basis.
The main thing for now? Don’t impersonate Elon!
Instagram - 8th November
Product Tagging on Instagram
Instagram users now have the ability to tag YOUR products in their posts and reels!
What does this mean?
This is huge for user-generated content. If you are encouraging your audience to like and tag you in their content, they can now tag specific products in a reel, e.g., the ski sweater they are wearing.
If you work with influencers or mico-influencers then this is something you need to jump on and make sure they are tagging the specific products they are promoting in their content.
JEN’S TOP TIP: Instagram shops can only be set up for products, not services. So you cannot set up a shop for, e.g., a ski holiday or restaurant booking. I’m sure services will come to the socials soon, but not yet – watch this space!
Instagram - 24th October
Reels Collaborations come to Instagram
Collabs have finally come to Instagram reels. I love this because I love Instagram videos and reels. So it is brilliant to see now that we can cross over our content with another creator or brand. Doing collabs, either in reels, images or lives, is an amazing way to grow your audience, getting your name in front of a completely new, but related audience of viewers.
What does this mean?
We already know that video and reels content is a key content strategy for getting in front of new eyes and potential clients. This idea of collaboration is an extra tool to add to the video content toolbox to increase this reach.
If you’ve never done it before, perhaps now is the time to reach out to some accounts or partners and see if they fancy setting up a collaborative post. Drop me a message if you’d like to collab with me!
TikTok - 24th October
TikTok brings in all the new features.
PLUS welcoming in those +50 years users!
First up – new features.
TikTok has (in a storage role reversal!) brought in still images in a carousel format. Very similar to Instagram. The platform has been purely video content since its creation, so it will be interesting to see how still images perform here.
Next, TikTok is (finally!) bringing in “link in bio” option, like Instagram. It is again brilliant for businesses looking to drive their audience to their website or other landing pages.
Finally, TikTok has confirmed that users over the age of 50 have grown by over 100% year on year. Making this age group the fastest-growing demographic on TikTok.
What does this mean?
It’s interesting to see TikTok starting to copy other platforms when over the last 12 months, all we have seen is the other platforms reproducing pretty much everything TikTok had created.
So we wait to see how these new features perform.
The +50 year olds moving onto TikTok was to be expected, and you could argue that they are the largest growing demographic because all the younger age ranges are already there! But, the main point to take away is that if your client base is made up of 40, 50, and 60-year-olds, then you might need to look at making TikTok part of your content strategy.
You Tube - 20th October
YouTube shorts creators are reporting massive reach and views.
PLUS YouTube handles (@xxxx)
In the same way that Instagram was heavily pushing short-form video content last month, YouTube is really promoting this now as well.
Users are reporting extremely high reach – i.e., new eyes on your account and growth of new account followers. This is a great way to get your brand in front of potential clients.
YouTube handles are being rolled out over the next few weeks. If you already have an account, you will receive an email to tell you when you can create or claim your handle. However, if you are going to use YouTube in the future, claiming that handle now, so it is reserved for the future, could be a good strategic move.
What does this mean?
YouTube can often be forgotten when we talk about social media channels, but it shouldn’t be. If you are creating video content on any of the other platforms, it might be worth looking at working that content into YouTube.
Perhaps begin with cross-posting or repurposing your existing content before going all out on creating new content. Test it out, and figure out what your audience likes to see from you. Then double down on that and get creating!
Twitter 5th October
Twitter brings in the edit function.
Probably the most asked-for feature across all of the social media platforms!
Tweet editing! Spot a typo after the fact? No problem anymore – but only if you’re a Twitter blue subscriber! Is that enough to make you subscribe..?
What does this mean?
There is some concern over the integrity of this function. For example, if a post has a lot of engagement etc., the original poster could go in and change their post, making it seem like the followers engaged with a completely different piece of content.
There is some thought that there might be a time limit imposed on the edit window – like 30 mins after the post goes live.
I wait to see how this new feature progresses.
Twitter 5th October
Twitter becomes Instagram reels!
As they’ve been hinting at for a while, videos on Twitter have become a full-screen, immersive feed. Basically, videos now look like Instagram reels.
In a similar (ok, exactly the same!) way to Instagram, when you watch a video/reel, you will be within the immersive video stream and so will get taken straight to the next piece of video content.
Simply, you can scroll up and down through the video feed.
What does this mean?
As with any new feature, we wait to see how popular this proves with users. It’s no secret that all social platforms have been optimising for video content. However, Twitter is heavily reliant on fast-moving, witty captions and…well, words.
Test out the new feature, have fun with it. It’s likely that you will find a different style of video will work on Twitter to other platforms. For example, Instagram still favours polished videos, whereas TikTok is less so, more ‘rough and ready’. Facebook… well, who knows over there! I’m mid 30 day challenge/training on Facebook reels so I’ll update you with my findings soon!
LinkedIn 4th October
Link Stickers Now Available on Company Pages
Link stickers were already available from personal profiles but have now been rolled out on company pages as well. This is great, as you can now direct your audience straight to the call to action you want, without compromising your content’s reach.
JEN’S TOP TIP: As with any new feature, to really understand what it means for you and your company, you need to get out here and start using it.
- Test how it works for your images and videos.
- Test how your audience responds to it – do they click or not?
- Basically, is it valuable for your audience?
What does this mean?
These link stickers are available for image and vide content.
It means that LinkedIn is essentially helping us to direct traffic away from LinkedIn. But as well as helping us, they are now not penalising content with links in them, which was a concern previously.
Be aware you can only access this update via mobile right now. You won’t find it – yet! – from your desktop.
Twitter, TikTok, Instagram, LinkedIn and WhatsApp September 13th
All platforms embracing cross-posting and re-posting
- Twitter allows cross-posting to WhatsApp and LinkedIn
- Instagram testing feature to allow reposting of other users content (within Instagram), exactly as you can on TikTok or Twitter.
JEN’S TOP TIP: Resharing content from another content creator or business is becoming more and more popular. ALWAYS make sure you have consent from the original poster or creator before resharing, and ALWAYS credit that person in your post.
What does this mean?
The Twitter announcement can be effectively used to extend the reach and re-target your tweets to reach a new audience and people that aren’t on Twitter.
On Instagram, it is giving us another way to reshare and repurpose content across our channels. It could also be a really interesting way to support our networks and build up your communities online. e.g., sharing suppliers, partners content. So for example, if you a re a chalet holiday, you could effectively repost the ski schools, restaurants and bars that you work with and want to support.
Facebook September 7th
Facebook reveals their video algorithm
Facebook has confirmed this week what gets your content and videos seen the most by your audience and potential followers. Ranked as follows:
- Originality – i.e. don’t just repurpose or cross-post videos from TikTok or Instagram. Post them organically on Facebook.
- Capture & hook – get your audience’s attention at the start of your video. Make sure your opening seconds are on point.
- Loyalty & Intent – your audience searching out your content and coming back for more.
- Engagement – the likes, comments etc on your reels and posts
What does this mean?
That you need to not get sucked-in by vanity metrics – likes, comments, and shares. Yes, these things are important, but they are 4th behind creating fresh, original, valuable content REGULARLY.
Yes, it’s the classic advice again: showing up consistently on your Facebook page is the most important thing you can do to engage and build your Facebook audience.
Check out this silly video I created and posted ONLY on my Facebook page. It has just 6 likes BUT has actually been seen by over 1200 people!
If you are struggling to show up regularly, try this free content planner with daily prompts and ideas for what you can talk about with your audience. Created specifically for the ski industry.
Instagram September 1st
Reel Transitions
This is a great new update, making vertical videos & reels even easier to create within the Instagram app.
You always want to try to create your video within the platform as much as possible for a couple of reasons:
- The platform will approve of you using the in-app tools to create your content
- Videos created within the app often feel more organic, i.e. user friendly or familiar – to your audience.
What does this mean?
This in-app update is going to help us create better, more professional-looking video content. But the real bonus is that it is quicker and more efficient than trying to create transitions like this in other tools or apps.
With this example, you can also see that you can easily string together several photos with transitions to create a fun-looking video.
Check out why vertical video is so important for your social media and digital marketing here!
Instagram August 30th
Location Tagging Becomes Even More Important
Quite an exciting update for the ski industry and travel-related businesses today.
On Instagram, we’ve always had the option to have a location in a hashtag or a pin drop so you could check into the location. But what we are actually seeing now is that you can click on one of these locations and it takes you to a map where you can then search for other businesses and services in the area.
This is really exciting for travel businesses because if people for example on holiday in Tignes, they could clock on the map and find all the local businesses in the area.
BUT only if you’ve been posting regularly and recently.
What does this mean?
This is another really exciting way small businesses can get themselves in front of new and bigger audiences.
It’s a great way for us to use Instagram and that search function for people who might not actually be staying with you or buying from you right now but once they’re in your resort and then near to your location geographically.
Jens top tips
- Make sure that you have got your location in your Instagram bio
- Make sure that you are tagging your posts with your location
- Check what locations are the most popular on Instagram for example I’m based in Le Plagne. There is La plagne but there is also Paradiski, La Plagne French Alps etc. My strategy suggestion would be to cover a selection of them because even the smaller ones, it’s important to be present on them if they are relevant to your location.
So again the thing with social media is always to get out there and test it and see what works for you and your business.
This functionality is also being tested on TikTok, so we expect to see geographic tagging and location searches become even more important on TikTok in the coming months.
LinkedIn August 28th
Pinned Comments
LinkedIn has just launched the ability for you to pin the most important comment on your posts. This will feel very familiar as you’ve been able to do this for a while on Facebook, Twitter, Instagram and, more recently Instagram.
What does this mean?
Pinning top comments or thoughtful responses on your LinkedIn posts is a great way to keep the conversation going. You can:
- Highlight that a certain person has interacted with you
- Pin thought-provoking comments to encourage more engagement
- Pin controversial comments to encourage lively debate
As with all social media, my top tip is to get out there and test it out to see how pinning posts affects your social media strategy.
Check out my pinned post example here – and if you want to listen to The Ski Podcast episode 99, where I get to talk with Iain Martin about all things La Plagne, you can listen here!
Instagram 6th August
Dual Camera
Instagram have launched a dual camera mode for creating reels. So you can film content and also record your reaction to the content at the same time.
For those of you that use the App BeReal, you might recognise this feature.
What does this mean?
This is a pretty neat update, and it is going to be a quick, easy way you can create some video content, with your face on it, but only as a small feature of the reel.
I can imagine this working really well with travel imagery, skiing and snowboarding sharing reels.
It’s also a great option for those of you who don’t enjoy showing your face on camera. You can use the smaller screen to show up, but much smaller, less pressure.
Facebook 30th July
Facebook Feed – Overhaul
Facebook have announced their biggest change in a long time.
They are changing the home fee to an algorithmic feed. They have confirmed that 50% of what you will now see will be recommended content based on your interestes – and predominantly reels (video). Moving away from friends and followers content. All of this content will go into a separate tap called ‘feeds’.
What does this mean?
If you want to grow on Facebook moving forward, you really need to be driving traffic with video content and producing reels. This is not coming as a surprise, and hopefully you are experimenting with video content already, but if you need help, I have a video/reels content creation package that might be just for you. Prices start at 150€ per month.
Jen's Top Tip
- Don’t be put off by the name Reels – they are just video!
- And if you struggle to get video content, then string together a load of images to make a ‘slideshow’ of still images into a video i.e., a reel!
REMEMBER: posting an imperfect reel will not hurt your business. NEVER posting a reel 100% will hurt your business.
Want More Information Like This?
Instagram 22nd July
Instagram Reels – Overhaul
There are multiple updates this week from Instagram for reels, continuing the push from Instagram for video/reel content.
- All video content will now be uploaded as a reel. This is to keep things cleaner and easier to use.
- Reel templates are becoming even easier to use. Currently being rolled out, but you should soon receive the option to scroll through reel templates to give you an inspiration boost if you are struggling for ideas.
Jen's Top Tip
Instagram is heavily pushing reel content and it is still one of the best strategic growth tools on the platform. If you are struggling to create video content, templates are the way to go. You can create professional content in minutes. Check out my earlier update on how to use templates.
REMEMBER: posting an imperfect reel will not hurt your business. NEVER posting a reel 100% will hurt your business.
What does this mean?
It means that Instagram re doubling down on the importance of video content on the platform. If you aren’t already creating it, you need to get started.
Watch the reel from the head of Instagram – Adam Mosseri – to sum up the changes for you!
Instagram 20th July
Instagram Image Sizes Change
Instagram has always been known for promoting square images, but this is officially changing. Moving from the now out-of-date 1080x1080piximage size, you now need to make sure your post is formatted in a rectangle size 1080×1320 pix.
You will also notice that your wall images are now being displayed as rectangles, not squares. This means that you need to pay attention to any graphics with words or images that you don’t want to be cropped off the cover – have a look at the example here for what I mean.
Jen's Top Tip
When you are taking photos on your mobile for social media use, set your camera size to 16:9.This means your images are instantly Instagram-size optimised – for posts and reels.
If you are creating graphics on a tool like Canva, you can put the gridlines on the image, so you always maintain the correct space margins on your posts.
What does this mean?
Although Instagram is committed to pushing video reel content, there is a definite resurgence in the popularity of images and multi-photo “dumps”.
This is great for ski businesses because we can quickly snap a selection of beautiful mountain shots and share either a single image or a carousel of images. Knowing that you have formatted them in the right size means you can profit from maximum support from the Instagram algorithm to push and promote your content.
Instagram 12th July
Auto-publish your Instagram reels now via 3rd party platforms.
This is the reels feature that we’ve (ok, I’ve!) been waiting for! You can now schedule reels for auto-publishing via platforms like AgoraPulse, Later and Metricool.
There are still areas being rolled out and improved on this, but it is a huge step forward for creators and small businesses.
Jen's Top Tip
For now, auto-publishing doesn’t include using audio from Instagram, but only original audio. But this isn’t a problem, but look at it as an encouragement to create and use your own original audio – which the Instagram algorithm prefers anyway!
You can also only choose an image from within your reel as the cover, so either add your preferred cover image to the start of the reel as e.g., 0.1second still. Then you can select it from the reel as the cover you want.
What does this mean?
This is brilliant news for busy small businesses as we can now create reel/video content and set it to schedule and the desired time.
I haven’t had time to create a reel about this myself yet – oh, the irony! But check out the YouTube video from Later.
LinkedIn 17th June
Add your company website link to the top of your personal profile
Optimising your bio on all social platforms is essential to always funnel traffic back to your site, and now with this LinkedIn update, you can always be promoting your business and site.
What does this mean?
This is great news for ski & alpine businesses, although your clients might be most active on platforms like Instagram and Facebook, it is still a way to dive valuable traffic to your site and to promote yourself to prospective clients and partners within you LinkedIn network.
This is a good way to get some extra clicks and traffic to your website from LinkedIn, with customizable anchor text you can use as a call-to-action. Although the links will presumably be nofollowed, a nofollowed link can be valuable, as long as it drives relevant traffic.
Jen's Top Tip
How to get it. First, make sure you have Creator Mode turned on. Then:
- Go to your profile.
- Click on the edit icon (pencil) of your introduction.
- Scroll down to the Website section.
- Add your URL
- Don’t forget to customise the text to engage more clicks
- Click Save.
Instagram 8th June
Pin Your Top 3 Posts
This is great news for ski & alpine businesses, expecilly if you’re trying to promote a specific service or product – especially if it is TIME sensitive, then now you can pin your most important content to the top of your Instagram feed.
This is another great way of how you can use your Instagram page as a sales funnel to drive your audience to your website.
What does this mean?
- Make it easy for your audience to find your most important info
- Highlight your most popular content
- Drive your audience to sales channels
Jen's Top Tip
As with anything on social media, the best way to learn is to jump in and start testing! I’d recommend:
- Trying different posts – video / image/ carousel / reel etc.
- Different themes – sales / educational / inspirational etc.
But the main thing is to get started! And test what works for you and your business.
Instagram 31st May
Instagram Reels just got easier!
If you know you need to be creating video content, but struggle with ideas or putting together the content, then this is the one for you. If you see a reel you like the look of – music and image or video transitions fit with your brand and messaging, then look for the “Use Template” option, tap on it and then you are given the format to add your content to. Instagram will pull it together into a Reel in seconds and away you go! Have a look at this great explanation from Social Jo.
What does this mean?
You can use images and video content from your phone quickly and easily to create smoother, more professional looking reels.
Jen's Top Tip
When scrolling through reels, save favourite videos. Create your personalised inspiration library for when you’re working on your own content.
Facebook - 10th May
Facebook have announced some page updates, which will be heading our way soon. The main one that will affect tourism and ski industry business is the removal of reviews.
User generated reviews and feedback are what we call SOCIAL PROOF. They provide essential reassurance to potential buyers of your product or service. Proof that your ski holiday / chalet / equipment actually exists; is legitimate and worth spending money on.
It is a powerful tool for a business to use to build trust with their audience and convert readers into clients. Social Proof also creates FOMO (Fear Of Missing Out), which might sound like flimsy slang – but it is actually a proven psychological condition whereby people see others enjoying e.g. a ski holiday and they then also want to experience that feeling and be part of the success.
You should be incorporating Social Proof into all your marketing channels, web pages etc.
What does this mean?
If you have been collecting reviews on Facebook, you need to make sure they are saved for repurposing elsewhere before it’s too late.
If you don’t save them soon, when Facebook updates their page layout, you will loose all your reviews – potential years work of hard-earned Social Proof.
This will then mean that new visitors to your Facebook page will not see this social proof, thus not experiencing FOMO or the reassurance and trust provided by other’s reviews and enjoyment of your services.
Jen's Top Tips
- Head to your Facebook page and go to reviews.
- Screen shot each review – make sure to include as much info on it as possible – the persons name, date they left the feedback, any comments from you and/or others etc.
- Collate together in a central file e.g. a Google Doc.
- Look to repurpose this social proof into your other marketing channels e.g.:
- As images on Instagram, Facebook etc
- As video posts or Reels and on TikTok
- Look to centralise feedback on a new platform that suits your business e.g. Google reviews, or Feefo, Trip Advisor etc.
Instagram - 3rd May
Instagram are testing out a more “immersive experience” i.e., trying out larger image sizes. These will be pushed as priority content.
What does this mean?
Whilst it has been an option to create content taking up more screen space, now larger images will be pushed to more people via the Instagram algorithm.
Basically, think of the shape of a typical phone screen – i.e. a long rectangle. You want to start creating images that will fill this screen.
This is actually great for hospitality and the ski and alpine industry which is heavily reliant on imagery to “sell” an aspirational holiday or idea.
Jen's Top Tip
This format is still being rolled out. However, I’d recommend getting on board with this before the official roll-out! Why? It’s just good practice.
- If you are creating reels or Instagram stories, then this is the size and format of image you want to be working with
- Typical square Instagram image size: 1080 x 1080 pix
- New size: 920 x 1690 pix
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Hope it helps.