Gravity Global

Further is now part of Gravity Global

Same team. Same culture. New possibilities.

Following a successful 12-month transition period, we’re pleased to announce Further has now rebranded to become Gravity Global – Performance Marketing, part of Gravity Global.

We’re still the same team with the same leadership, offering the same world-class digital marketing services, but now with the power of a global group behind us. This website is no longer receiving updates – for all of the latest news and insights please visit

Blog index

November Social Media Roundup

What’s been happening on social media in November?

November flew by, but that doesn’t mean there was any less social media news than usual. Facebook has hit headlines again (we’re not expecting that to stop any time soon), Instagram has caused a stir in the influencer community, and Twitter is culling users. Read on to find out more.


In an attempt to distinguish the company from its familiar app and website, Facebook has rebranded to FACEBOOK.

Example of Facebook branding

FACEBOOK launches new branding. Source.

The Facebook app and website will retain the deep blue, rounded branding, but the umbrella company will adopt the new design. The new branding will appear on all Facebook products, including Instagram and WhatsApp.

“People should know which companies make the products they use. We started being clearer about the products and services that are part of Facebook years ago.”

Antonio Lucio, Chief Marketing Officer, Facebook

As one of the biggest names in tech, this move could be seen as an attempt by Facebook to be more transparent about the apps they own. With Democrat candidate Elizabeth Warren waging war on ‘Big Tech’ such as Facebook and Amazon, this re-brand could be seen as the company’s move to unite all their products under the FACEBOOK brand, rather than being seen as a collection of separate apps that could be broken apart by regulators.


Twitter has announced its biggest ever removal of inactive accounts. This cull of inactive accounts will be undertaken with the aim of freeing up usernames on the platform and clearing the platform of bots. If users have been inactive for six months – i.e. no logins during this time, and fail to log in by 11 December, the account will be removed and the username will become available.

“As part of our commitment to serve the public conversation, we’re working to clean up inactive accounts to present more accurate, credible information people can trust across Twitter,” the firm said about the upcoming account removals. So, if you don’t use Twitter but don’t want to lose your account, make sure to log in soon.


If you haven’t heard about this Instagram news, where have you been? It’s the talk of the social media world!

Instagram has been testing the removal of likes. This is part of the wider goal of reducing stress and anxiety for young people using the platform. Mental health problems for young people are being exacerbated by social media use and by removing likes, Instagram hopes to take away the ‘competitive’ nature of who gets more likes on posts. Instagram has stated it is making the change to allow users to focus on content, rather than feedback.

“The idea is to try to depressurize Instagram, make it less of a competition, and give people more space to focus on connecting with the people they love and things that inspire them.”

Adam Mosseri, Chief Executive, Instagram

For most of us, this move could prove beneficial. However, content creators, small businesses and influencers are worried it will negatively impact them. Organic reach for content on Instagram often improves as the number of likes grows, encouraging further engagement from new and existing followers. Without users knowing if the content is already popular or not, they could stop feeling inclined to engage with the posts, if they see them at all.


Earlier this year, LinkedIn removed 21 million accounts. Reports have now come out that those accounts were fake, used for espionage and spying. A couple of weeks ago, the Microsoft-owned platform released a report revealing that 19.5 million fake accounts had been automatically tackled at the moment of registration by its AI systems. A further 2 million being “restricted” after creation.

Furthermore, the report showed that this year has seen the biggest-ever rise in government requests for LinkedIn users’ data. The figure rose from 247 in the previous reporting period to a record high of 362. Most of these requests were from the US government, as ‘National Security’ orders.

It seems as though issues with bots, improper usage, and data concerns are plaguing the social industry and main platforms. But big tech shows no sign of slowing down, with new features and policies aiming to crack down on these issues being introduced regularly.

If there’s something you’ve enjoyed watching unfold in the world of social this month, make sure to comment below. We’d love to hear about it.


Leave a comment

* Required. Your email address will not be published.


Get in touch

Let’s make it happen. Drop us a message to find out how far we can take your business.

Your details will be stored only to allow direct response to your enquiry; they will not be distributed to any other party, or used for marketing purposes


47-49 Colegate
+44(0)1603 878240


69 Wilson Street
+44(0)1603 878240


Clock Barn
Little Baldon, Oxford
OX44 9PU
+44(0)1603 878240

Latest insights