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Is LinkedIn's trial of geotag filters evidence that the differences between social media channels are blurring?

Posted on Mon 9th Oct, 2017 in: Social Media by Katie Wadsworth

The announcement that LinkedIn is trialling geotag filters at conferences and events got us thinking about just how similar social media channels are becoming.

LinkedIn’s new video feature allows users to add Snapchat-style filters to videos they create within the LinkedIn app. The theory behind the location-based tags is that it will allow attendees to share their honest thoughts and reactions to work events in a more creative way.

This obviously poses an opportunity for conference and event organisers to publicise their handiwork, with reports from LinkedIn stating that video content is shared 20 times as much as any other type of content on the platform.

While the LinkedIn filters are limited to just a handful of events at the moment, there is the possibility that creative control may be opened up to a wider audience - much like Snapchat.

But LinkedIn’s latest feature is not the only example of one app copying features from a rival platform.

Last summer Instagram launched its own stories feature, which was essentially an update of the original Snapchat story. Facebook then followed suit and launched its own stories feature in spring this year. Instagram and Facebook are even trialling a cross-posting feature that will allow Instagram users to post their stories to both platforms simultaneously – although it’s worth nothing that businesses aren’t currently allowed to post stories on Facebook.

While the audiences for Facebook, Instagram, Snapchat and LinkedIn differ, the features on these sites are becoming increasingly similar. LinkedIn is still undeniably focused on the professional community, but as anyone on the networking site knows, many businesses still fall foul of posting the same content across all their platforms.

As social media channels continue to replicate one another’s features, this may lead to audiences becoming more selective in the number of platforms they engage with. After all, no one wants to be bombarded with the same content, in the same format, but just on a different platform.

So where does this leave businesses on social? Well, as any communications professional will tell you, it’s all about being selective.

Think about your audience, the message and the most impactful way of communicating it to them. For more tips about content creation, check out our guide on getting to grips with content planning.

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