For most, December brings Christmas cheer, hot cocoa and an abundance of delectable treats. What it also offers businesses is a time to reflect, and evaluate what has changed. Let’s take a moment to reflect on 2018, and see what your startup can use to your advantage.

2018 in Review


Everyone’s go-to platform saw a lot of big changes!

Facebook Attribution Released
Designed to give advertisers a more holistic view of the customer journey, Facebook now offers Facebook Attribution, a new measurement tool for those using Facebook Business. The tool allows you to measure the impact of your ads across Facebook, Instagram, Audience Network and Messenger.

Business Page Overhaul
The social giant made a huge overhaul to their business pages, adopting a mobile design intended to benefit local businesses. With a more prominent call-to-action button and new sections, businesses are now better able to communicate their services and offerings on their Pages.

Instant Experiences
This year, Facebook rebranded it’s Canvas ads to Instant Experience. Users can now enjoy a full-screen, post-click experience across Facebook and Instagram where they can watch videos, swipe through carousels, complete forms and quickly view products. Designed for speed, and a full media experience, this change is built for digital conversions.

Facebook Stories Ads
With the massive success of Instagram Stories, your business can now take advantage of Facebook Stories Ads. This new format allows your business to merge seamlessly with customers natural browsing experience.


2018 was a major year for the beloved imagery app. From an increase is shopping functionality, to a crackdown on fake engagement, Instagram is a channel to keep your eye on.

Cracking down on “Inauthentic Activity”
If you have ever purchased followers, likes or comments, your IG account is about to get a major overhaul. On their blog, the company announced that “we will begin removing inauthentic likes, follows and comments from accounts that use third-party apps to boost their popularity.” Accounts that are engaging in this activity will receive an in-app message alerting them that their inauthentic activity given to their account from others has been removed, and ask them to change their password to secure the account.

IGTV Preview in Stories
IGTV is a stand-alone app and new feature to Instagram that allows users to upload up to an hour of video. Now, users are able to share previews of their favourite IGTV videos to their Instagram Stories, with links that will take them to the full video.

New Shopping Features for Customers
Instagram has upped the ante on their shoppable posts allowing customers to “save” products to their “Shopping Collection.” (Hello Pinterest lovers!) This means customers can now create a virtual “wishlist” that lives on Instagram that takes them right to your product when they are ready to purchase.


In the battle against fake news, Twitter has done an overhaul of their rules and saw huge changes in the network’s functionality.

Multiple Identical Tweets No Longer Allowed
In an attempt to crack down on spam, Twitter announced that coordinated actions across multiple accounts will now be limited. Whether tweets are published at the same time or queued for future publication, the platform no longer supports this behaviour. Instead, users are encouraged to Retweet their tweet across their multiple accounts.   NOTE: Bulk, aggressive, or very high-volume automated Retweeting is not permitted under the Automation Rules, and may be subject to enforcement actions

Cracking Down on Fake Engagement
Liking and Retweeting across multiple accounts that have the same authorized app is not permitted. This means you can no longer use your multiple accounts to bolster themselves to create fake engagement. Twitter wants tweet engagement to come from external accounts in order to create a legitimate community.

Posting Multiple Tweets on a Trending Topic
Just like posting the same tweet across multiple accounts, posting multiple updates to a single trending or popular topic with “an intent to subvert or manipulate the topic, or to artificially inflate the prominence of a hashtag is never allowed,” (Roth, 2018). What this means, is that once again, Twitter will not tolerate fake engagement on any topic or hashtag. It has to be organic folks!  


LinkedIn was no stranger to change this year! With a new user interface and tons of functionality enhancements, this social network took on 2018 with ferocity.

The User Interface (UI)
This year, LinkedIn got a facelift in a major way with a complete overhaul of their UI. From a new Facebook-esk home page to a more clean newsfeed, LinkedIn has vastly streamlined their design.

Updating the Job Search
The job search has taken an overhaul with LinkedIn’s new job search functionality. Users can now scroll through job details, save jobs that interest them, and see all of the important information right at the top of the page. This allows users to see pertinent information with ease, allowing them to quickly decide if the job is right for them. Remote Jobseekers can now search more efficiently by selecting “remote jobs” as their location.

Voice Messaging on LinkedIn
Looking for a faster way to get your messaging done? LinkedIn now offers voice messaging! Now you can hold the record button, say your message, and continue on. This is great for people trying to build a more personal connection, or for the multi-tasker trying to save some time.

2018 Wrap Up

The big trend for 2018 was the reduction of fake engagement and news. Each channel has done their part to try to reduce the noise, and give users a more genuine and relevant experience.

How can your company benefit? By staying on top of new features and trends, your business can capitalize early, and grow your brand. Social media is rapidly evolving to create a more authentic experience, and brands that can harness this mentality, and execute will win the day.

How Can Ello Help? Our team’s focus is on bringing the most relevant and current social content to your customers.

Tired of wearing too many hats? Contact us.

Blog References:

Facebook Pages: Updated for Mobile, Better for Business, https://www.facebook.com/business/news/pages-updates

Facebook Attribution: A Measurement Tool for Today’s Digital Advertising Landscape, https://www.facebook.com/business/news/facebook-attribution-a-measurement-tool-for-todays-digital-advertising-landscape

2018 Facebook Updates Impacting Your Business, https://www.cpcstrategy.com/blog/2018/10/facebook-updates/

Instant Experience, https://www.facebook.com/business/m/one-sheeters/instant-experience

Reducing Inauthentic Activity on Instagram, https://business.instagram.com/blog/reducing-inauthentic-activity-on-instagram/

Top Instagram Updates You Need to Know in 2018 – November Edition, https://adespresso.com/blog/instagram-updates-you-need-to-make/

The Ultimate Guide to Instagram’s IGTV, https://blog.snappa.com/instagram-igtv/

Automation and the use of multiple accounts, https://blog.twitter.com/developer/en_us/topics/tips/2018/automation-and-the-use-of-multiple-accounts.html

A Fresh Twitter Updates for Social Media Marketers This 2018, https://thenextscoop.com/fresh-twitter-updates-2018/

Introducing the New LinkedIn User Interface [UI Makeover] 2018 UPDATE, https://topdogsocialmedia.com/introducing-the-new-linkedin-user-interface-ui-makeover/

Updates to Jobs Search Make It Even Easier to Find the Right Job on LinkedIn, https://blog.linkedin.com/2018/august/22/updates-to-jobs-search-make-it-easier-than-ever-to-find-the-right-job

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