With more than 1 billion users on Facebook, and millions more active on sites such as YouTube and Twitter, it has become obvious that social media is an important platform for businesses.
Connecting with the huge variety of consumers already on these sites can open up significant opportunities for marketing and lead generation. Additionally, social media monitoring provides insight and understanding into how your industry, audience and competitors are reacting to market trends and products.
As well as giving businesses and consumers a platform to share their thoughts and participate in ongoing conversations, social media is also a channel through which many people access news stories and important information.
A recent study from Pew Research found that 64 per cent of adults are active on Facebook, and 30 per cent are using the site to receive news. This means that approximately half of the people using Facebook trust the site to deliver their news.
Similarly, 16 per cent of US adults are active on Twitter, with exactly half of those (8 per cent) accessing the news through tweets.
Not only are users reading news on social media, but they are also participating in the sharing and telling of stories. Half of all social network users have shared news stories on their own profiles and a further 46 per cent have discussed news on social media.
However, while social networking sites are a popular media through which to access news, Pew Research found that users on these sites spend significantly less time engaging with the news they read.
Readers who visit news stories directly through a provider’s website spend an average of 4 minutes and 36 seconds on each page. In comparison, those who arrive through a link on Facebook spend just 1 minute 41 seconds reading the page.
This shows that while news is being shared and read on social media sites, engagement is significantly greater when consumers go out of their way to access the stories.
Loren is an experienced marketing professional who translates data and insights using Isentia solutions into trends and research, bringing clients closer to the benefits of audience intelligence. Loren thrives on introducing the groundbreaking ways in which data and insights can help a brand or organisation, enabling them to exceed their strategic objectives and goals.
In the wake of the Facebook Cambridge Analytica scandal, there have been a myriad of changes impacting users of Facebook and Instagram content recently. These changes were made without any notice and were effective immediately which has impacted third-party apps worldwide.
Albeit the speed in which the changes have been made is likely to have been partly driven by the pressure to tighten data practices and potentially align certain timing as CEO Mark Zuckerberg prepares to testify before Congress next week to answer questions about the company’s privacy and data policies.From the perspective of everyday users accessing the content you know and love via the Facebook and Instagram apps will see little to no change. For developers like us on the other hand, the impacts are significant and are only a hint of what is yet to come.In case you missed it, the changes made have been many and impact all third-party apps, whether legitimate or not.
Given the changes have been quick, varied and came without prior notification, we’ve pulled together a quick summary of a few that left developers and other third-party content users of these content feeds frustrated:
Instagram have removed 17 ways of accessing content
This means something as simple as code to access recent posts of a public company, suddenly stopped working. Quick changes had to be made to use alternative methods.
Facebook & Instagram have removed access to many fields
Fields like how many followers a user has, or how many posts you have made, but many more have gone.
25x drop in Instagram content
The Instagram API restricted the flow of content by 25x, meaning that public posts previously being collected has been reduced significantly, requiring different approaches to be taken that are more efficient.
These are only a few of the changes that have happened with more expect in future. With CTO Mike Schroepfer commenting that they will lock down access, review previously allowed apps, and then hand out access to the apps that deserve it.
While this is promising from the perspective that Facebook is taking action to breath some confidence back into their data practices, it will still be interesting to see how they now start to crack down on third-party apps that are using and abusing content. With the advent of AI and machine learning, the content which appeared innocuous can now be exploited and abused in the wrong hands. That means Facebook is forcing all apps that have previously been approved for accessing Events, Groups and Pages, have to be reviewed again.
For the developers working on these changes behind the scenes, it's a difficult process but something we monitor constantly to ensure the client experience is supported, and uncompromised. While at times frustrating, it’s also fascinating to watch the complexities of today's interconnected environment play, shift and unfold.
Ian Young, Isentia Technical Architect
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Blog
No warning to Facebook & Instagram changes
In the wake of the Facebook Cambridge Analytica scandal, there have been a myriad of changes impacting users of Facebook and Instagram content recently. These changes were made without any notice and were effective immediately which has impacted third-party apps worldwide.
It’s been a whirlwind year trying to keep up with the various changes made by social media platforms – especially for professional communicators, developers, agencies, and brands.
At the same time as understanding and usage of the term ‘API’ has accelerated across offices worldwide, social media platforms have begun to restrict access to their application programming interfaces (APIs). With implications ranging from global politics to individual user privacy, that trend is showing no signs of stopping.
API changes have been introduced in order to reduce risks around data privacy, security concerns for users and stamping out improper use of user data.
Most of the changes can be categorised as:
How often and how much data can be requested (rate limit reductions); and
Type of data available (restrictions on user-identifiable data)
Generally, these are positive changes for the whole ecosystem. Users can be reassured at an individual level that there are more controls in place and consideration given to matters of privacy and the prevention of misuse. Facebook’s ‘Here Together’ video, released in the aftermath of the Cambridge Analytica data breach, reflects some of this desired messaging and the drives for these changes.
The latest changes have come from Instagram and more are set to be introduced on 11 Dec 2018.
Here's how the changes impact the three types of Instagram analysis:
Owned media (for your brands’ own Instagram accounts): Better data on your owned Instagram profiles, but they need to be Instagram business profiles and you have to authenticate to access this data.
Public accounts (for other brands or influencer’s channels): This use case no longer exists for Instagram - there is no longer any data available for public Instagram accounts you don't own.
Listening: Public hashtag listening on Instagram is no longer supported. Brands will need to move to brand mentions, photo tags and related hashtags.
These may not be the last of the changes, but they are necessary growing pains to regain user trust and provide higher quality authentic engagements. For small businesses and influencers these changes are fairly straightforward - however for those looking to manage communications or marketing strategies they present new challenges in order to stay informed.
These changes apply across the board so all API users will need to jump the same hoops and prove that both privacy measures are met and use of data is acceptable. If you’re interested, you can learn more about the official changes from Instagram read on here.
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Blog
More changes to social media API’s, the latest from Instagram
It’s been a whirlwind year trying to keep up with the various changes made by social media platforms – especially for professional communicators, developers, agencies, and brands.
Many organisations know stakeholder engagement matters, but turning that knowledge into an approach that consistently works is another story. At the recent webinar How to Master Your Stakeholder Strategy, leaders from Meridian Energy, the Victorian Department of Families, Fairness and Housing, and Isentia shared lessons from the field on what meaningful engagement really looks like.
Know who your stakeholders are
Stakeholders aren’t just on the periphery. As Mandy Griffiths from the Victorian Department of Families, Fairness and Housing explained, they are “the people who really have a great influence on whether the things that you’re working on or decisions you’re making are successful or not.” Internal stakeholders can be just as critical as external ones, especially in large organisations. Choosing terminology that reflects value and honesty helps too: her team prefers “critical friends” because it signals both importance and the possibility of differing views.
Build trust with evidence
Phil Clarke from Meridian Energy described how evidence can guide engagement strategies. By surveying 500 stakeholders mid-way through a two-year project, his team gained clear insights into what drives trust. This evidence-led approach, he says, “gives teams effectively a cheat sheet for what they need to do to build trust among their stakeholders.” Starting with data rather than assumptions helps teams focus their efforts where it matters most.
Learn through listening
Complex situations, like the pandemic, show why humility and iterative learning are essential. Mandy recalled that asking communities directly about their needs often revealed challenges her team hadn’t anticipated. “So many times we went in thinking we knew what the biggest pain points were, and it turned out to be something else entirely,” she said. Taking the time to listen ensures effort is spent on the right priorities.
Measure, adapt, and personalise
Measurement underpins high-performing strategies. Ngaire Crawford from Isentia stressed that “late teams don’t guess, they measure,” from establishing baselines to tracking engagement and adapting based on what the data shows. Effective strategies also go beyond simple demographics, grouping stakeholders by motivations, concerns, influence networks, and communication preferences. Closing the feedback loop is crucial: “Stakeholders who feel heard are the ones that are most likely to become advocates,” Ngaire explained.
Key takeaways
Treat stakeholders as central, not peripheral.
Use evidence to understand trust and guide decisions.
Listen first, act later, assumptions can mislead.
Measure and adapt continuously.
Personalise engagement based on motivations, not just demographics.
The common thread from the webinar: engagement works best when it’s informed, iterative, and genuinely centred on the people involved.
Watch the full webinar here, or contact our team to see how Isentia’s SRM solutions can help you achieve your stakeholder goals.
Building stakeholder strategies that work in the real world
Many organisations know stakeholder engagement matters, but turning that knowledge into an approach that consistently works is another story. At the recent webinar How to Master Your Stakeholder Strategy, leaders from Meridian Energy, the Victorian Department of Families, Fairness and Housing, and Isentia shared lessons from the field on what meaningful engagement really looks like. […]
During reputational crises, many brands find themselves pressed into strategies that are entirely reactive. However, a better understanding of a brand's audience and stakeholders – how they communicate and what they value – would empower brands and the teams running their messaging to respond more authentically, helping comms land in the right way at the right time. With AI content taking over audience news and social feeds, brand leadership must invest in creating a framework that actually measures authenticity.
Prashant Saxena, VP of Revenue and Insights, for Isentia (SEA region) in his research paper on "Authenticity in the age of AI" has identified cues or signals that audiences subconsciously look for when identifying if a social post is written by a human or virtual influencer. Understanding these cues gives brands and PR leaders a much needed manual or playbook that guides them with the content audiences expect to consume. These equip us with a practical roadmap with clear implications for AI governance and digital literacy amidst the workplace and audiences.
Why is authenticity in crisis?
There is a trust gap, as audiences show declining faith in brands and their leadership. Some of these factors are highly polarised, such as differing responses to CEOs and their part in society. But the most universal, and nascent, challenge to brand trust appears to be the rollout of AI. Businesses are now under the microscope, with changes to business models, substandard service and inauthentic communications all likely to be blamed on leadership teams haphazardly implementing AI solutions.
Astronomer's former CEO Andy Byron and the controversy at the Coldplay concert has added to this decline in trust and all the more underscores an authenticity crisis. Post the controversy, there was a fake apology statement that was circulated on X and other social media platforms. The company had to release a statement saying that the apology was in fact fake and was concocted by someone who wanted to satisfy audience sentiments. This is very telling in that, audiences will always be more attracted to content that conforms with their views and would accept anything at face value without having the need to fact check.
This underpins the need for brands to be as authentic as possible when it comes to responding to crisis.
Cues in action
Audiences are more alert than ever to signals of what feels genuine online. These subtle markers, from factual accuracy and cultural relevance to tone, consistency, and timing, influence whether people trust a brand’s message, engage with it, or scroll past.
Our analysis of leadership posts on social platforms reveals a pattern. The more authenticity cues a post displayed, the higher the engagement it received. It’s not about relying on one signal but about layering multiple ones together. Posts that showed identity, accuracy, emotional expression, and consistency outperformed those that didn’t. For brands, this insight offers a practical takeaway. Every post can be tested against these cues. The closer the content aligns with them, the more likely it is to spark meaningful engagement. When conversations are filtered through these markers, the most valuable audience feedback comes into focus, the kind that helps brands adjust strategies and connect more deeply with people.
Looking at how tech leaders post on LinkedIn shows just how powerful authenticity cues can be. Piotr Skalski’s celebration of hitting 30,000 GitHub stars combined identity, visuals, community validation, and more - and it drew the highest engagement. Tay Bannerman’s post leaned on accuracy, cultural insight, and emotion, earning slightly less traction, while Oliver Molander’s take on ChatGPT carried fewer cues overall and saw the lowest engagement of the three. This comparison highlights how posts with a richer mix of cues tend to resonate more, while those with fewer signals struggle to spark the same response.
Authenticity isn’t one-dimensional. It’s built from many layers, and brands that balance the scale and efficiency of AI with recognisable human signals will stand out. Those who manage both can achieve more by building trust, relevance, and long-term human connection. Ching Yee Wong, VP of Communications, APEC at Marriott International said, "AI can enhance planning and recommendations, but the human element remains central to the experience. Technology supports efficiency, while cultural sensitivity and personal care must remain human-driven."
How the launch of Chat GPT-5 did not conform with audience expectations
The GPT-5 launch was not the best. The expectations were so high, that audiences knew it was bound to disappoint. Why was it not up to mark? The online vocal users of a brand are the spokespeople that the brand did not choose. These audiences are loyal users of the product and in exchange, they expect that the brand provide them with what they need. The monetary aspect becomes irrelevant if the brand delivers.
When OpenAI launched GPT-5, many long-time users felt let down. The decision to merge earlier models into one version was seen by some as a cost-cutting move, and the disappointment was loudest among the platform’s most loyal audience. Running these reactions through our authenticity cues showed a clear gap in cultural relevance. The release didn’t reflect the expectations or norms of its most vocal users. That’s an important lesson for brands and leaders - audiences want to feel heard. The best way to achieve that is by analysing online conversations through these cues, which can reveal what people truly expect and guide how to respond.
Interested in learning how Isentia can help? Fill in your details below to get access to our latest Authenticity Report and read more about our cues designed to measure brand authenticity.
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Blog
How to rebuild brand trust through authentic communication
Learn the major cues or signals that help PR leaders and brands measure authenticity, to deal with reputation risks and rebuild trust.
