The Scoop: 6.29.22
While we would be remiss not to mention the latest Supreme Court ruling, we also are at a loss for words. So, for this week, we’re jumping right into the latest in digital trends. ❤️
The Power and Need for Black Joy in Social Media
The impact and success of video on social media is undeniable. Brands and influencers who do it well can reach their target audiences and garner results. However, over the last couple of years, it’s been evident that content developed by Black creators has not gained traction across social channels. But right now, virtual claps go to YouTube, which is elevating its Black creators 👏🏾👏🏽👏🏼. The platform, often making headlines for its powerful algorithm driving mis- and disinformation, is finally making headlines for its focused efforts on raising and celebrating Black joy, through authentic storytelling and amplifying Black culture and its impact on the world through Black creatives. Over the next two years, YouTube is dedicating specific resources, such as a YouTube Strategic Partner and monetary grants, to help guide and build its Black creators’ brands. 🖤 Meta and Snapchat also have similar goals, with The Black Creator Program and The Black Accelerator Program.
Sources: YouTube, META, Social Media Today, Snap Inc.
Taking a Stand Against Digital Misinformation
While mis- and disinformation isn’t exclusive to the COVID-19 pandemic, or the internet, the last few years digital has exacerbated distrust, especially in vaccines, public health, and U.S. health institutions. The American Medical Association (AMA) announced it hopes to address “health-related disinformation spread by health professionals,” sharing actions that can be taken by the AMA, social media companies, publishers, state licensing bodies, credentialing boards, state and specialty health professional societies, and those who accredit continuing education. This is just one of many stands health leaders are taking against misinformation. The World Health Organization’s donors are supporting work to bring accurate health information to all corners of the world, from the help of village elders in Malawi to a radio broadcast into the rainforests of Ecuador.
Sources: American Medical Association, The Conversation, World Health Organization
How Not to Use Pixels
A recent report surfaced exploring how the online advertising industry and hospitals receive and distribute sensitive patient information. The issue received attention when The Markup tested the websites of Newsweek’s top 100 hospitals in America. According to the findings, Meta Pixel sent Facebook a packet of data whenever a person clicked a button to schedule a doctor’s appointment from 33 out of the 100 hospitals tested. Given the sensitivities of this data, former regulators, health data security experts and privacy advocates who reviewed the findings said this may be a HIPPA violation. As we know, laws prohibit covered entities such as hospitals from sharing personally identifiable health information with third parties such as Facebook, except when an individual has expressly consented in advance or under certain contracts. While the investigation continues to unfold, many hospitals are currently removing pixels from their patient portal and appointment booking pages.
Sources: The Markup, STAT, The Next Web, Fierce Healthcare
It’s Been a Busy Few Weeks for the Product Teams at Meta
The network announced several new features, and (some now public, oops!) internal documents suggest major Newsfeed updates are in the pipeline. Taking a page from TikTok’s book, Meta rolled out new ways for Instagram users to “remix” content into Reels. Of all time spent on Instagram, 20% happens on Reels, so it makes sense for Meta to double down on its investment with additional product features. The company also added the ability to create and post Reels via Creator Studio – social media managers rejoice! 😉 And that’s not all! Meta is continuing to work toward a shift to the metaverse, making its Meta Horizon Home VR environment more interactive. Soon, users will be able to invite their virtual friends to their virtual houses to play virtual games. 🤯As if that’s not enough, Facebook is changing its algorithm to respond to media consumption trends and better compete with emerging platforms. Now, you’re going to start to see content Meta thinks you’ll want to see based on your online behavior and its popularity – in other words, expect to see a lot more video content posted by people you aren’t directly connected/”Friends” with.
Sources: The Verge, Social Media Today, Oculus.com, Social Media Today
And in Other News…
Beyond the rainbow and glitter: here’s how brands should approach Pride all year round.
Move-to-earn: why the future of fitness is being dubbed the latest “ponzinomics” to hit the metaverse.
Contributing Writers and Editors: Carissa Dagleish, Ricki Kahn, Lauren Fernández Meihls, Amanda Oberstein, Jennie Szink and Bre Thomlison
Real Chemistry’s The Scoop is brought to you by an editorial collective, featuring industry updates and insights from subject matter experts across social media, digital and influencer activation teams.
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