Yeah g’day we’re hot into another week of Life Online™️ so it’s time for this week’s round of Social Select [crowd cheers]

Alright settle down folks, this week we’re looking at ad-blockers replacing ads with more ads, how reactions make people feel, the spankin’ new iOS 10 and the powerful force that is iMessage, and how brands are getting a little help from their friends, Twitter and Instagram.

Let’s get stuck into it.

Fudging Facebook

In what’s probably the biggest social overestimation of the decade, Facebook has admitted that it’s fudged its video metrics for the last two years.The company disclosed in a post in their Advertising Help section that metrics for ‘average time a user watched a video’ had been inflated over the last couple of years because the algorithm was only counting views that lasted more than three seconds.

This is a huge blunder for the social media powerhouse, especially considering they’ve been proudly tooting their own horn about their social video stats for the last few years.

This directly affects things like performance measuring, which in turn affects the amount marketers, advertisers, and brands spend on social video content. It’s a bit of a Big Deal, and really reiterates the need for a third-party company to double-check the metrics before sending data to agencies and brands.

Facebook have assured advert management users that an improved, more accurate metric is now in place. Still no independent company to cross-check their results though…

Everyone @ Facebook. (via Bloomberg)

How consumers react to Reactions

Facebook’s Reactions feature launched with much fanfare back in February — but despite people clamouring for the a dislike for years, it’s taken a little time for users to get on board. Social media analtyics platform Quintly has released a report on reactions, and their usage.

Quintly’s Three Big Outtakes:

Videos receive more new Facebook Reactions
All Reactions grew by more than 15% (and the Sad reaction by 48%)
Reactions still only account for 5.8% of interactions
Why so sad?

You can access the full report below:

AdBlocker blocks ads, but may start replacing them with “acceptable ads”

Usually the reason why one uses ad-blocking software is to block ads. It’s pretty self-explanatory, really. But now Adblock Plus — undoubtedly the biggest, most-used ad blocker out there — is going to start replacing the blocked ads with…ads.

The exchange allows Adblock Plus users to drag and drop ads from the provided list — a ‘whitelist’ collection that have made it through the Acceptable Ads filtering — to replace the previously-blocked ads. After the adorable CatBlock prank of April Fools 2012, it’s clear that the company has the capacity to replace blocked ads with something else.

What does this mean? Well it’ll give marketers an in to the previously-unreachable demographic of people that use ad-blockers, and allow smaller websites — who can easily create ads that can pass through into the whitelist of Acceptable Ads — a wider reach.

Will it annoy the hell out of some punters that just do not want to see advertising at all? Probably.


iOS 10 — The iMessage Gamechanger

The new iOS is out, and it’s got a whole bunch of shiny new features. It’s the biggest update since bread loaves upgraded to sliced bread. The most important part — well to us anyway — is that iMessage is swiftly turning into a browser, and a purchasing platform.

Consumers will now be able to make purchases within the iMessage app — at the moment, sticker packs seem to be most popular. However, this has the potential to give consumers the ability to interact with bots within the iMessage app, to purchase items, or to share purchases with their contacts. There are already a few bots on iMessage overseas, where users can send money to each other, or make a booking at local restaurants.

Having a marketplace within messages allows for a really streamlined consumer-to-customer transition, and makes the exposure of new apps from brands more easily accessible.

Let the games begin.

via 9to5Mac

#hashtags #are #important

You’ve gotta use them wisely to get the best out of hashtags, but they’re worth your while if your brand wants to get in on the conversation.

Ethan from Bukwild shared some tips about how to get the most out of using hashtags with branded content, including these gems:

- RESEARCH. Don’t just use hashtags with all guns blazing. Make sure you’re contributing to a conversation that is beneficial, and not one that is really, really weird (and probably off-brand)
- Same goes for double meanings. A lemon party is not a citrus-based celebration. (do not google this. just, don’t.)
- Don’t use hashtags for sarcasm, they’re not a carrier for tone.
- Don’t use hashtags instead of actual copy. That just doesn’t add to the conversation.
- #Dont #Go #Overboard #With #Hashtags
- Be smart with hashtags — capitalise every word in a tag so it makes sense and is easier to read. Remember its #NotTodaySatan not #nottodaysatan

Channel Update

Sharing rich media content has suddenly got a hell of a lot easier on Twitter, with a bunch of updates that basically mean that images, polls, videos and gifs do not contribute to the 140 character limit, as well as handles in direct replies not adding to the character count either, and the ability for users to quote-tweet and retweet themselves . So. Many. Updates.

“”Provides Support””

Twitter has also updated the customer support feature, so brands are able to privately chat with customers on the platform without following each other. Brands can also link to support from their bio, and can receive a ‘provides support’ tag on brands in the search tab. A Facebookesque ‘most responsive’ lets consumers know when the brand is active on the platform — and when to anticipate a response.

Dat response window

The Twitter-owned live-stream video platform Periscope has launched itself straight into iOS10, by jumping onboard the iMessage game. Users will now be able to share live video through the messaging app via Periscope. They’ve even made custom stickers to react to video and text!


Do you remember Facebook’s app, Rooms? Yeah, nah - we don’t either. There are whispers that Facey-B might be bringing back this forgotten gem, as a part of a Messenger update to rival iMessage. One keen eye found a clue about Rooms in Messenger’s code, and since then speculation exploded.

Instead of being a standalone app — because that didn’t work out — Rooms will be integrated into Messenger, and users with a particular interest can chat in a public forum about it. Pretty much like a chatroom. Actually, are we in 2005 again?

A logo hidden in the code (via TechCrunch)

Facebook have announced Live Video for laptops and desktops, expanding the feature from mobile device-only. After a demand from vloggers, journalists, and an assortment of other live-streaming types, the feature is now available and supports peripheral, and in-built cameras. No more propping up your phone to record yourself at your computer!

Seriously how did your phone stay still for 35min, Alex? (editors note: I have a selfie stick, like every good human does)


The image-sharing kings are tweaking a few advertising-based things on the platform over the next month, including Call-To-Action buttons in comments, and on posts that are engaged with, or hovered over for more than five seconds.

For videos, Instagram will now take users to a destination URL as soon as a video is unmuted — driving traffic to an external page while still viewing the video on Instagram. This gives a better video retention rate to advertisers, while adding traffic to brand sites, and potential sales as users explore the destination URL. It’s a win-win-win-win-win.

They’re also giving users the ability to save drafts to craft your food porn to perfection.

Bonus Round: (Insert X) is probably now an Apple patent

Apple has patents on some pretty… interesting things. Like Hill, and Pot
They’ve now got a patent on Bag— which looks pretty self-explanatory, really. At first we thought this was an elaborate prank, but these incredibly ambiguous notes in the patent filing say otherwise:

“Bags are often used for containing items. For example, retail bags may be used to contain items purchased at a retail store.”
“The bag may be formed of a container and a handle.”
“Those skilled in the art will readily appreciate that the detailed description given herein with respect to these figures is for explanatory purposes only and should not be construed as limiting.”
“The phraseology or terminology used herein is for the purpose of description and not limitation, such that the terminology or phraseology of the present specification is to be interpreted by the skilled artisan.”


And the UN is teaming up with filmmakers across the world, to create 360 documentaries for Virtual Reality headsets. The project, UNVR, is an app where users can explore stunning landscapes, and learn about countries that are otherwise drowned out by Western storylines and news.

Check out Clouds Over Sidra below, which is the video at the heart of The Sidra Project — launched at the Toronto Film Festival this year.

SocialSelect is a weekly aggregation of the things that matter from the scariest parts of the internet, brought to you by Marcel Sydney.

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