Top Five: Who is social media's AR winner?

Twitter is using machine learning tools to identify and take action against automated accounts and it's working. In May 2018 Twitter identified more than 9.9 million potentially automated accounts per week. That’s up from 6.4 million in December 2017, and 3.2 million in September. The good news for marketers is that users will have a better Twitter experience and so engagement will grow.

Facebook has introduced two new features to give users more information about Facebook marketers. View Active Ads lets users see the ads a page is running even if they are not being shown to that individual. Also more information about Pages is being made available. Users can see recent name changes and the date the page was created. Coming soon are political ad labels. These features will allow people to judge the credibility of brands and companies on Facebook.

Now brands can add a soundtrack to Instagram stories to enhance the emotional appeal of the message. Available for both images and video stories is a library of thousands of songs, browsable by mood and genre and popularity. This new features is available on iOS only, but Android is coming soon.

Google Analytics has introduced a new video series on YouTube: Measure Matters. The series covers best practices on leveraging Google's suite of products, rounds up highlights from the larger measurement community, and reviews recent product updates. It's a must-watch for content marketers.

Just in time for Wimbledon, Snapchat has launched a new lens that lets users play tennis with seven-time women's singles champion Serena Williams. The game lens demonstrates how Snapchat is differentiating itself from Instagram and Facebook through more advanced AR offerings.