What’s New in Social: Videos, Views and Viral Ads

social media


It’s crucial for property management professionals to find innovative ways to connect with prospects and generate business, and social media is a powerful tool to help. For this reason, Property Management Insider has created a weekly series to keep readers up-to-date on the latest trends and updates in social media.

Here’s what’s new in social:

Twitter Introduces New Timeline

With the sheer volume of tweets that appear on Twitter in a given day, it’s easy to completely miss the ones you are most interested in. The social network is responding to this issue by introducing a new way of sorting content, showing the information that is most relevant to them first instead of listing all tweets in chronological order. The company has kept their algorithm for determining which tweets are the “best” under wraps, but stated that factors like interests, what tweets and accounts users typically engage with, and events going on in their network will be taken into account. Right now, the new timeline is strictly opt-in and can be updated in your settings. If you’re sick of spending hours sifting through your timeline to stay updated on your network, use this new feature to catch the highlights and find the best content for your property management business.

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Instagram Releases Video Ad Views

In comparison with other social networks, Instagram has been notoriously slow to release analytics for businesses. Now, the company is helping businesses measure the success of video ads by displaying view counts, not just likes. Instagram has explained that views are the best measure of viewer intent for videos and that factors like recall, brand awareness and sales are all significantly influenced by every part of a video view. This is important to remember across all platforms, including Facebook and Twitter. If you’re measuring success solely on the number of likes you receive for videos, you may want to rethink your strategy.

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Facebook Adds Video Captions

Most of us have been there—you’re sitting in public scrolling through your Facebook News Feed, and all of a sudden a loud, unsolicited video ad pops up. This can get annoying very quickly, and Facebook wants to ensure this won’t happen anymore. Now, video ads will be silenced by default, and captions will automatically be generated in their place. A Facebook user can then click on the ad if they want to hear sound, and advertisers can see what percentage of viewers do so with a new add-on. The company has predicted a 12% jump in video views as a result, and customers and businesses alike stand to benefit.


Twitter Announces First View

In an effort to compete with Facebook, Twitter has introduced a new ad model that helps marketers get more eyes on their paid content. Now with First View, promoted tweets will load on the first screen for 24 hours after the ad is released to maximize its reach. The company is introducing this feature in the United States first, and plans to expand it to other countries in the upcoming months. If you have been hesitant to advertise your company via Twitter in the past, now may be the time to leverage the reach of ads to attract new prospects.

Taking advantage of social media helps property management professionals reach more prospects and improve their multifamily businesses. How are you integrating the latest social trends into your apartment marketing efforts? Stay tuned for more updates on What’s New in Social!


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Leah is a contributing editor of Property Management Insider. She is also a Social Media Specialist at RealPage Inc., a leading provider of property management software solutions for the multifamily, commercial, single-family and vacation rental housing industries. Her background includes social media, digital marketing and international marketing. Prior to joining RealPage, she managed social media strategy for a start up in the Dallas-Fort Worth area and for the Texas A&M Center for International Business Studies. Leah is a graduate of Texas A&M University with a Bachelor’s degree in Marketing.

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