SOCIAL
Instagram Adds New Branded Content Options, Including Branded Content Tags in Reels
With Instagram putting more emphasis on Reels as it seeks to combat the rise of TikTok, a key area where Instagram can best its rival is in monetization, and offering more lucrative brand partnership options and processes, in order to help users make money from their clips.
Instagram has a more advanced systems in place for such, and furthering this, today, Instagram is adding new Branded Content Tags for both Reels and Live to expand its revenue options for creators.
The new tags will mean that creators can formulate more deals with brands, and generate revenue immediately from their Reels content. And if more of them can make more money on Reels, and Instagram can get them similar levels of exposure, maybe that will be enough to stop them straying to TikTok in the first place.
In addition to this, Instagram’s also adding a new process which will enable brands and creators to work collaboratively on Instagram content creation, as opposed to brands having to promote a pre-existing post.
As explained by Instagram:
“Until today, Branded Content ads could only be created by promoting the existing posts from creators. Instagram is now launching a new workflow where advertisers can create Branded Content ads without the need for creators to post organically on Instagram first. Now brands have more flexibility with fewer constraints when they want to run Branded Content ads.”
The process enables advertisers to post from a Creators’ account – which could be problematic, but creators will maintain the capability to both approve and pause any ads published from their handle.
The process will work like this:
- Advertisers sends request for Ad Creation Access
- Creator accepts Ad Creation Access. Notification sent to the advertiser upon acceptance
- Creator receives notification of the created ad for their approval
That makes it a more collaborative, hands-on effort, and the added exclusivity could lead to bigger promotions and partnerships.
Instagram’s also changing its rules around Branded Content in Stories and Branded Content posts which include product tags.
For Stories, Instagram says that Branded Content ads in Stories will now be able to include tappable elements:
“…such as @mentions, location and hashtags. We want brands to have access to organic Stories’ creative that is native and authentic to the Stories experience.”
Brands will now also be able to promote branded content posts with product tags.
“Until today, branded content posts from creators that included product tags were not able to be promoted. Now brands can get more value out of this content that makes it easy for people to shop directly from creators that inspire them.”
The new tools provide more opportunities for influencer collaborations, which, as noted, could help give Instagram a leg-up over TikTok in terms of facilitating revenue generation for its stars.
TikTok is working on the same – it’s building its eCommerce tools, which have been a big part of its success in China, while TikTok also has its own Creator Marketplace to facilitate brand collaborations.
But Instagram, which generated around $3 billion in revenue last quarter, is in a better position with its ad tools and processes. Facebook’s more mature advertising and revenue stream means that it can offer more value for creators to generate money from their efforts, and while TikTok is reportedly on track to reach a billion users in 2021, if its biggest influencers can make money on Reels instead, that could become a problem, if TikTok fails to move fast enough.
Which, in itself, will be a challenge. TikTok is still embroiled in an ongoing negotiation over its potential sale to a US company, and the longer that drags on, the harder it is for TikTok to solidify its revenue streams, and clarify its processes for creators.
It’s still developing its various tools in this respect, but TikTok will be hoping for some clarity around its situation soon, which will then enable it to keep building – as Instagram continues to stack its offers to lure TikTok stars across.
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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