media update’s Aisling McCarthy takes a look at what’s making the headline in social news – and why it matters.

1. Instagram launches ‘type-mode’

What is it? On Thursday, 1 February, Instagram launched its newest feature called ‘type mode’. This feature allows Instagram users to add pages to their stories that feature text only. No need for photos or videos.

Why does it matter? Because it’s a strange move for a company that describes itself as a ‘photo sharing’ application. However, it’s one of many moves that is seeing Instagram become more and more like its parent company, Facebook.


The style of bold, white text on a brightly coloured background was originally seen on Facebook’s main newsfeed, as well as in Messenger and Facebook Stories.

A day after the ‘type mode’ launched, the Facebook-owned app added another feature, taking inspiration from Facebook Messenger and WhatsApp. An activity status in direct messages has been rolled out. This will allow people to see the last time you were online and when you are using the app.

With each app trying to offer more features, and copying features from competitors, it looks like all our social apps are going to be exactly the same. This presents an opportunity for a breakout app to launch, offering users an experience they can’t find on other social platforms.

2. NBC Universal and BuzzFeed launch “Playfull”

What is it? NBCU and BuzzFeed have created a new millennial parenting channel, called ‘Playfull’. The channel, launched on Tuesday, 6 February, will be broadcast on Facebook, similar to BuzzFeed’s verticals Tasty and Nifty.


Looking ahead, NBC Universal will be exploring ways to expand ‘Playfull’ beyond Facebook, including content partnerships with NBCU networks and other media brands.

In a DigiDay article, NBCU said they have already been in contact with Snapchat and has started talking to them about how to incorporate ‘Playfull’ into their content slate.

Why does it matter? More and more publishers are looking for new ways to create content. Similar to TicToc by Bloomberg, ‘Playfull’ sees a big media owner invest in content created specifically for social channels. Since BuzzFeed’s content is useful and shareable, the Facebook upgrades shouldn’t really affect their viewership.

The real question is how do platforms like BuzzFeed afford to keep running when news doesn’t make any money? In previous years, BuzzFeed was considered a rapidly growing digital superstar. But in 2017, it missed its revenue growth targets by a significant amount. It also retrenched over 100 people, including editorial staff in its United Kingdom offices.

BuzzFeed News editor Ben Smith has been in discussions with billionaire philanthropist Laurene Powell Jobs about investing in the company. Powell Jobs has already funded numerous media companies, with investments in The Atlantic, Axios, ProPublcia, and podcast startup, Gimlet Media.

BuzzFeed wouldn’t be the first brand to decide that having a news operation is more trouble than it’s worth. Time Warner sold off its publishing arm in 2013, which consisted of news magazines like Time, Fortune, and Sports Illustrated.

3. Snap Inc. stocks soar

What is it? Snap Inc. beat their expected earnings and revenue on Tuesday, 6 February, surprising Wall Street investors who had modest expectations for the camera company.
It also saw an increase in user growth after a year of slowed growth.

Why does it matter? Snapchat had a tough first year as a public company, missing growth expectations as it was competing with Facebook and Instagram.
Their success, released on Tuesday, is reviving investor confidence in the company. So expect to see lots more from Snapchat in the coming months.

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Interested in what other social platforms have recently brought to the table? Read more in our article, Social media news you missed: Instagram GIFs, WhatsApp Business, Snapchat for publishers

*Main image courtesty of Freepik.com