The Week in Social #275

We spend the week reading the best things we can get our eyeballs on and on Fridays we share them here with you as The Week in Social.

Read anything good that we missed? Share it with us on Twitter or give us your thoughts at @UnionMetrics

On content marketing and engagement

UGC (or user-generated content) is a great way to add some variety to your content marketing while cementing your relationship with fans, followers and customers who feel more invested when they’re contributing directly to your brand. But where to start with UGC? Aaron Agius tackles this for the Content Marketing Institute’s blog, asking User-Generated Content: Where Does It Fit in Your Content Marketing Strategy?

Looking for a why in social media engagement? Then you’ll enjoy this read on The Psychology Behind Social Media Engagement from Melonie Dodaro for Social Media Today.

On all things Instagram

Marketing Dive breaks down a new report on influencers from L2, written by Cara Salpini70% of brands use Instagram influencers. The big takeaway? Brands aren’t really using their partnerships with influencers to their full potential and influencers tend to get higher engagement rates. Why?

“This may be in part because the vast majority of brands (90%) say they don’t feature influencer content on their own accounts — something L2 says can ‘greatly broaden the reach of influencer content with virtually no additional effort.’

‘Brands that saw the highest engagement rates on their own social media accounts all had strong influencer strategies, indicating that influencers may have a halo effect on brand account engagement as well,’ the report states.”

Here’s a handy how-to for Instagram if your brand is plagued by unpleasant trolling: How To Block Unwanted Comments On Instagram from Paul Monckton for Forbes.

On Facebook videos

If you’re not sure how to interpret the metrics around your Facebook videos, this Marketing Land piece from Sweta Patel is a great place to start: 5 metrics to measure the success of Facebook videos

While we’re on the subject, how’s the “future of television” aka Facebook Watch going? So far, Facebook’s Watch videos are being viewed an average of 23 seconds reports Sahil Patel for Digiday.

The latest platform updates

Last but never least, we round up all the latest platform updates we came across this week and put them in one handy place for you:

As always, thank you for reading and have a great weekend!

Image source: The Found Animals Foundation.