Social Media in 2018: Looking Back


January 8, 2019

Aqua Socia Media Look Back 2018

Keeping up with all the changes happening in today’s social organic and paid media world can be hard. Aqua’s digital team pulled some “in-case you missed it” changes that may have impacted your overall social media presence in 2018 and still may be impacting your 2019 social media presence.


Facebook Algorithm Change

January 2018

Adam Mosseri, Head of News Feed, explained that Facebook’s algorithm would “prioritize posts from friends and family over public content.”

This algorithm hit brands the hardest. The change would place posts from friends and family over brand posts and news. Organic post reach for brands immediately decreased.

Aqua’s digital team experimented with different post types to find the types of posts that would get the most reach and avoided the hit to organic reach by sticking to the following strategy:

  • Create engaging posts that encourage conversation but stay away from “engagement bait” posts
  • Keep sales-like posts out of the newsfeed
  • Live videos get the most organic reach


Facebook Event Ticket Purchasing

May 2018

Facebook’s partnership with Eventbrite started in 2017 in beta, but was open to all accounts in 2018. According to a blog posted by Eventbrite, Facebook reports events that allow for the tickets to be purchased through Facebook events have seen a 20% increase in ticket sales and double the free registrations compared to those that didn’t.


Instagram launches IGTV

June 2018

Move over YouTube, Instagram launched IGTV in June 2018. IGTV allows users to generate and watch long-form video. Instagram strived to make it simple and built it for how users actually use their phones, so videos are full screen and vertical. Unlike on Instagram’s platform, where videos are limited to one minute, IGTV videos can be as long as an hour. Learn more about how to start your IGTV channel at: and learn more about video requirements at:


Instagram Stories

March 2018 – September 2018

2018 has been a big year for Instagram, not only with the launch of IGTV, but the changes that have been made to improve the user experience and to help make products and services sold by businesses pages more easily accessible to consumers.

Instagram added additional features to stories, users can:

  • Add music to Instagram stories
  • Instagram Story Q & A
  • You can now share Instagram Stories that your brand has been tagged in
  • Shopping Tags

Instagram is making it easier for brands to connect with their potential customers. From easily sharing tagged stories to one-touch product links, Instagram has become one of the most valuable social media platforms for all brands and businesses.

Aqua is constantly researching and testing new features for businesses on all platforms. We’re excited to see what 2019 brings and how the user experience will improve.


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