Backslash Week 14 – News of the Week

We share our knowledge of online marketing, digitalization and entrepreneurship with you – read about the latest trends of the digital world, webdesign and SEA strategies or even get tips and suggestions for your social media presence.

Week 14 has ended and a lot of interesting things happened throughout this period. We’ve got some fascinating news for you. First, we cover the topic of Twitter’s newest feature called ’Unmention’. Later on, we mention that BeReal, a new social app, could be a big hit in 2022. Google has also just launched new text search and visual options, so we summarized the key points. Moreover, Nextdoor is continuously  updating its ads platform to help local communities. Lastly, we provide a few insights on how and why Instagram has permanently removed in-stream video ad placements on its app.

Be sure to read on.


Twitter has published an early live test of its new ‚unmention‘ feature, which will allow users to withdraw themselves from discussions if they no longer feel comfortable being involved, after working on it for the better part of a year.


When you untag yourself from a discussion, your username will be removed from the initial tweet and replies; users will no longer be able to reference you within the same reply chain; and you will no longer be alerted about exchange updates. Your username will still display in text form in the first tweets in which you participated, but you will no longer be a part of the conversation after unmention is enabled.


It might be a useful alternative for avoiding the dreaded Twitter pile-on caused by a misguided tweet, or just to silence topics that are bothering you. It’s essentially the same as the ‚Remove tag from photo‘ option for chats, in that it allows users to separate themselves from any direct association with certain Tweet topics, allowing them to better manage their in-app experience.


The feature was previously announced by Twitter in June of last year as part of an initial preview of upcoming tweet controls, which included tools to avoid unwanted @mentions and, if necessary, to prevent anyone from mentioning you for a day at a time. Furthermore, this could help users avoid widespread criticism and attacks on the app, as well as the psychological anguish that can accompany them. Unmentioning, or removing yourself from a discussion, is another way to keep your sanity when tweeting.


Twitter has also now added the ability to mute phrases and persons, allowing you to limit who can respond to your tweets, as well as notifications for potentially objectionable comments. These features will work together to improve the Twitter experience, which has long been a source of worry for the service.


BeReal is a social sharing app that focuses on true, honest connection, providing an un-edited picture of social sharing and allowing users to step away from the highly curated feeds of other applications. The concept is that everyone simultaneously gets contacted every day at a different time to capture and share a Photo in 2 Minutes. A new and unique approach to learn more about who your friends are in their everyday lives.


BeReal explains it this way:


“BeReal is the simplest photo-sharing app to share once a day your real life in photo with friends. Every day at a different time, everyone captures a photo within 2 minutes. Capture and post in time to discover what your Friends are up to.”


Users are asked to post an image of what they’re up to once a day, and they have two minutes to respond. The software uses the front and backward cameras to snap images, allowing you to see not only what the person is doing but also where they are, and the time constraint limits your ability to arrange and edit shots, keeping things, well, real.


BeReal is currently ranked fourth in terms of downloads in the US, the UK, and France, behind only Instagram, Snapchat, and Pinterest, according to further data from (previously App Annie).


In France, BeReal is highly skewed toward Gen Z, with over 80% of its iPhone users aged 16-24 as of February 2022, and Gen Z being 180 percent more likely to use the app. BeReal, which is based in France, has gained traction among French users, who account for 30% of all downloads in the past. However, the app is gaining traction outside of its native market, with the US, Spain, France, the United Kingdom, Denmark, and Mexico contributing to Q1 2022 QoQ increase.


It might be the next major app fad, and Meta will undoubtedly be looking at its core features and evaluating how to incorporate them into its own apps, with a particular focus on Instagram and younger users, as previously said.


With a new ‚multisearch‘ option that allows users to mix visual and text characteristics to extend their Search results, Google hopes to make it easier to locate exactly what you’re looking for in visual search queries.


Searchers will be able to add extra parameters to visual search queries using Google’s new multisearch capability, which is driven by the company’s growing AI and machine learning technologies, in order to further refine their results and focus on exactly what they’re looking for.


According to Google:


“With multisearch, you can ask a question about an object in front of you or refine your search by color, brand or a visual attribute.”


That might open up a whole new approach to improving your shopping search results by including visual clues. With over a billion people buying on Google every day, the platform is still a crucial facilitator of eCommerce discovery, which it’s seeking to improve with more browsable search results for fashion and apparel purchasing inquiries.


As AR glasses and other visual tools grow more common, visual search criteria may become even more important. As consumers become more acclimated to using visual references and being able to capture visuals using their glasses, the ability to incorporate those same aspects into search may become a much more important discovery feature.


It’ll be interesting to watch how Google plans to stay ahead of the curve while simultaneously providing instant utility in refining search queries and capitalizing on the expanding popularity of online shopping.


For English language searches in the United States, Multisearch is now accessible as a beta feature in the Google app.


If you’re trying to access local markets, this could be of interest — today, Nextdoor announced the expansion of its self-serve ad platform, which will allow more small businesses to contact its audience with in-app promotions.


Nextdoor explains it this way:


“Nextdoor Ads is an easy-to-use expansion of Nextdoor’s proprietary self-serve campaign management platform, designed to help small and medium-sized businesses (SMBs) advertise on Nextdoor. By providing a guided experience for creating and managing effective ads on Nextdoor, Nextdoor Ads empowers SMBs to build stronger brands with local audiences, turn neighbors into customers, and grow their business through advertising on the neighborhood network.”


Nextdoor is a community-building app that brings people together to welcome newcomers, share recommendations, and keep up with local news. Where neighbors can support local businesses and receive information from public agencies.


For a long time, Nextdoor has given a variety of ad options, but this new framework is designed to make life simpler than ever for businesses to log in, create, and launch a Nextdoor ad campaign, with streamlined creation and performance analytics, all in one location.


According to Nextdoor, about one-third of all US homes use the app, and the majority of its users are more eager to support local businesses. While Nextdoor does not have the same global reach as Facebook or Instagram, it does have a sizable audience of localized, engaged communities. And, as Nextdoor points out, it has witnessed a rebirth as a result of the pandemic, as more individuals have sought to connect with and help others in their neighborhood.


It’s worth thinking about, or at the very least checking out the Nextdoor app to see what’s being spoken about.


Instagram has taken another little step forward in its evolution, informing commercial partners that in-stream video ad placement is no longer a possibility in the app. Advertisers can no longer utilize Instagram in-stream spots, but they may employ Reels placement as a replacement for video advertising on Instagram, according to Meta.


After all, when Instagram announced the broader merging of its video capabilities in October, it also retired the IGTV brand, so it’s certainly no surprise to see in-stream video promotion fade out as well. However, the development is significant because it further combines all of Instagram’s video services into a more condensed, scrollable stream by moving away from disruptive, in-playback commercials.


Instagram is presently developing a new full-screen feed format that combines static posts, videos, Stories, and Reels into a single stream of material. When a Story emerges as you scroll, the frame indications along the bottom of the UI will demarcate it, and video posts will play as you swipe by, similar to TikTok’s presentation approach.


The proposal is in line with Instagram CEO Adam Mosseri’s comments from December, in which he stated that the platform’s elements would be consolidated as a top priority in 2022. He asserted that they would „double down on their video focus“ and „concentrate all of their video formats around Reels.“


With TikTok effectively changing the game on consuming habits, Instagram is now striving to catch up, and this new, integrated feed model would undoubtedly bring it more in line with modern user behaviors.


Hutchinson, A. (2022, April 7). Twitter launches initial test of new ‚unmention‘ option, enabling users to remove themselves from Chats. Social Media Today. Retrieved April 12, 2022, from

Hutchinson, A. (2022, April 11). Rising social app bereal is gaining momentum, with downloads up 315% This year. Social Media Today. Retrieved April 12, 2022, from

Hutchinson, A. (2022, April 7). Google adds new visual and text search options to enhance product discovery. Social Media Today. Retrieved April 12, 2022, from

Hutchinson, A. (2022, April 7). Nextdoor launches updated ads platform to help SMBS connect with local communities. Social Media Today. Retrieved April 12, 2022, from

Hutchinson, A. (2022, April 6). Instagram’s removed in-stream video ad placements from its advertising options. Social Media Today. Retrieved April 12, 2022, from

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Backslash Week 14 – News of the Week

We share our knowledge of online marketing, digitalization and entrepreneurship with you – read about the latest trends of the digital world, webdesign and SEA strategies or even get tips and suggestions for your social media presence.

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