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Digital Marketing

Social innovations to watch out for | December 2021

Social media will never stop evolving, and every month welcomes brand-new updates across all of the most popular platforms. Whether it’s for your brand or your clients, your business will benefit from keeping in the loop with the latest updates.

1. New multi-format ad placements for Snapchat

Snapchat has announced its new multi-format ad placements to help maximise reach and engagement across its ad space. This new delivery feature will enable advertisers to incorporate multiple video ad formats within a single ad set.

As explained by Snapchat themselves:

“Multi-Format delivery will offer brands buying on Snap the opportunity to purchase multiple advertising formats in one cohesive ad set, optimizing towards clients central goal or objective. The product launch will include all of Snap’s video ad formats including Snap Ads, Story Ads, Collection Ads and Commercials and will feature Snap’s camera offerings (augmented reality) by Q2 of 2022.”

This multi-format will help maximise ad response, by enabling better-automated placement through the different formats being used now within a single ad set helping to streamline management.

2. Youtube live-stream shopping

Youtube has recently outlined plans to bring an ‘organic live shopping experience’ to its platform. This comes after many of our favourites such as TikTok, Instagram and Facebook had implemented similar ecommerce features to their platform helping maximise their ecommerce potential.



As explained by Youtube :

“As the shift to e-commerce continues, the video will play an increasingly important role. Consumers want the convenience of researching and reviewing products online at home, but with the trusted guidance of an in-store experience. That’s where YouTube’s creators come in. They’ve committed considerable time and effort into building authentic connections with fans, and as a result, deliver trusted brand and product recommendations to their audience. In this instalment of our Innovation series, our shopping team discusses how we’re integrating live shopping directly into YouTube.”

YouTube is also looking to get in with a series of upcoming shopping live-streams for the holidays that will enable viewers to interact with influencers and celebrities in real-time, while also facilitating direct shopping in-app.”

To kick start this new eCommerce feature Youtube has launched a ‘Holiday Stream and Shop’ where you can find many well-known creators hosting shoppable live streams. A temporary landing page has currently been set up for these live streams under 

3. Tiktok launches new ‘Creative Exchange'

Tiktok has announced its new way to help facilitate brand and creator partnerships, with the launch of “TikTok Creative Exchange”. This feature will allow brands to pitch a campaign brief to creators who can then respond and arrange partnerships.

The idea behind this feature is for TikTok to be a ‘one-stop shop’, making the entire creative production ‘simple and seamless’. They want to equip advertisers with a suite of tools to help speed up the creative process of high-performing content, which can be seen from their many guides and feature implementations across the year.

This new platform will provide marketers with instant access to a selection of the best TikTok creative partners in the industry, and enable seamless collaboration, through TikTok’s network of creative experts tailoring content to help improve ad performance.

4. Instagram tests new ‘Take a break’ feature

Instagram is currently within the testing stage of its new ‘Take a break’ feature. This will allow its users to set reminders to take time away from the app after a chosen period of time of either 10, 20 or 30 minutes. Once this reminder appears it will prompt the users to close the app and then be provided with expert-backed tips on what you can do during your ‘break’. 


5. Facebook launches ‘Creative App Platform’

Facebook has announced a new ‘Creative App Platform’ for Facebook Stories, which will allow developers to create and promote story related apps direct within the stories ecosystem.


As said by Facebook:

“We worked to understand how Sharing to Stories could further support the unique needs of our creative app partners. We found that app discovery is a key issue – in a competitive and rapidly expanding market, it is expensive and difficult for our partners to reach the people that continue to find joy from their apps. In response, we’ve built the Creative App Platform – a new concept that allows people to discover creative apps directly in Facebook Stories.”

App developers participating in the program will be able to get their tools listed within the Stories composer flow, allowing users to access more creative apps for their stories without having to find them off-platform. The creative platform is only in its early stages with it currently being in limited beta, however, Facebook is looking for potential partners to join and test this new feature.

Interested in how one (or more!) of these social innovations could help your brand reach more people on social media? Bring Cake into the mix and send us a message.

Headshot of agency staff member

Liberty Mason

Junior Ecommerce Account Executive

Chris Thomas


Chris Thomas

CEO & Founder

Chris has been at the forefront of eCommerce and a pioneer of online retailing since the early 00s. A 5-time Drapers Award winner, Chris has extensive experience in developing fashion brands online.

Chris founded Cake in 2016. Based in Birmingham, with offices nationwide, Cake specialises in helping fashion brands understand their market online and then helps to develop appropriate strategical direction to achieve their plan, all backed by his 20 years of operating in the retail market.