SOCIAL
Facebook Unveils its New Music Video Approach, Which Could Provide a Boost for Facebook Watch
After announcing its new program for hosting exclusive music video clips earlier this month, Facebook has today unveiled it’s new ‘Music Video Playlists‘ within Facebook Watch, which will increase the focus on Facebook-exclusive releases, coordinated in partnership with music labels.
As explained by Facebook:
“Today, we’re adding a new way for people to come together around music by bringing official music videos to Facebook in the US. Starting this weekend, you’ll be able to discover, watch and share music videos from today’s top artists to up-and-coming bands and classics across various music genres on Facebook.”
The new process will essentially enable publishers to maintain control over the video clips of their artists when posted to Facebook, including associated monetization. That will then give Facebook more capacity to arrange deals for such, which could lead to more musicians making Facebook a bigger focus for their releases.
And already, Facebook has a range of exclusives planned:
“In the coming weeks, we’re excited for global music video premieres happening on Facebook, including exclusive music video content from J. Balvin, Karol G, Sebastian Yatra, Alejandro Fernandez and Calibre 50. Fans can also expect the premiere of the official music video for a new track from Lele Pons on Facebook first, who will be going live in advance to connect with fans and build excitement.”
The initiative may not seem like a major deal to general consumers, but for publishers, and Facebook, it could be massive.
Music videos make up a significant portion of YouTube viewership – seven of the top 10 most viewed YouTube videos of all time are music clips from popular artists, while YouTube even developed YouTube Music to tap into the popularity of music videos on its service. But while there are clearly big benefits for YouTube in hosting music clips, publishers have questioned whether’s they’re being fairly compensated for the usage of their artists’ content on the platform, given their significance to YouTube’s overall performance.
Many in music publishing have openly called for a better deal – and with this new, more centralized model, Facebook may able to offer them exactly that.
Facebook has larger audience reach, and it could, potentially, offer publishers a much bigger share of ad revenue generated by their content, in order to get more viewers across. More exclusives on Facebook equals more viewers for Facebook Watch – and if a lot of artists end up posting their clips to Facebook only, that could end up being a big deal.
Facebook says that it’s been working with partners in India and Thailand to “build the foundation of a music video experience on Facebook”, which it’s now expanding to the US through new partnerships with Sony Music Group, Universal Music Group, Warner Music Group, Merlin, BMG, Kobalt “and many others”.
And Facebook Watch, specifically, is the focus:
“We’re also launching a new destination for Music in Facebook Watch where you can explore music videos by genre, artist or mood, as well as themed playlists like “Hip Hop MVPs,” “Trailblazers of Pop” and “Epic Dance Videos.” You’ll also find timely playlists like “Popular This Week” and “New This Week.””
Again, if Facebook can get more people coming over to check out exclusive music clips, it can use that attention to promote other Watch shows, and build its audience. It’s not the music clips themselves that Facebook is looking to monetize, its Watch more broadly, which will enable it to provide better deas to publishers for such moving forward,
It may not seem like a big shift, as you’ve always been able to watch music clips on Facebook. But exclusives could be important, and could provide a new boost for Watch usage.
It’ll be worth noting the view counts on these exclusives, and also, whether the same clips appear on YouTube after release.
SOCIAL
Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
SOCIAL
Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
SOCIAL
Instagram Tests Live-Stream Games to Enhance Engagement
Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.
As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.
That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.
Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.
That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.
Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.
Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.
We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.
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