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Instagram Shares New Tips on How to Maximize Your Reels Content Approach

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Instagram Shares New Tips on How to Maximize Your Reels Content Approach

If you haven’t got the message by now, Meta really wants you to use Reels, and provide it with more Reels content to feed into the ever-growing interest in short-form content.

Indeed, during its most recent earnings call, Meta noted that Reels now makes up more than 20% of the time that people spend on Instagram, while video overall accounts for 50% of the time that users spend on Facebook. Instagram chief Adam Mosseri has repeatedly noted that they’re working to consolidate all of Instagram’s video options around Reels, while all videos posted to the app are now eligible to be displayed in Reels feeds.

The TikTok effect has transformed the product roadmap of many social platforms, none more so than Meta, and the usage stats suggest that if you want to maximize your Facebook and IG performance, it’s worth, at the least, considering Reels in your platform marketing approach.

And if you are exploring your Reels options, this may help. Today, Instagram has published a new set of tips to help maximize your Reels performance, and provide more inspiration for your short-form video clips.

As per Instagram:

Since its introduction on Facebook and Instagram, Reels has grown to become a treasure trove of entertaining, imaginative and educational video content from around the world. Reels is the ideal place for brands to get discovered on the global stage, to express themselves with more creativity and fun, and can play a powerful role in crafting compelling narratives that drive excitement, engagement and awareness.”

Further underlining this, Instagram says that over 45% of accounts now interact with a Reel in the app at least once a week.

It’s difficult to overstate the influence that TikTok has had in this respect, which goes beyond just providing an alternative content option, and extends into habitual behavioral shifts – which means that users are now more naturally attuned to respond to short-form content, and are becoming increasingly responsive to such every day.

In other words, TikTok has changed the way that people engage with video content overall, so it’s not just that TikTok is popular in itself, it means that all apps need to align with this usage shift, or risk being left behind, because the more that people consumer short-form content, the more their attention spans are being inherently re-programmed to respond to this format. 

In line with this, Instagram has shared six key tips to help maximize your short-form video approach:

  • Nail the hook – Instagram says that, as with all video formats, brands should look to keep their objectives in mind, and highlight their brand within the first few seconds of your Reels clips. ‘If the intent is conversions, showcase your product or service in action.’
  • Get creative with transitions  Creativity is key in short-form video, and Instagram advises that brands should look to experiment with transitions to both entertain their viewers and show off their brand’s personality. There’s no prescriptive playbook here – creativity requires testing and development. But by considering different presentation styles, and watching content from other brands and creators, you can come up with more engaging, original ways to frame your clips.
  • Match the rhythm Music has been a key element in the rise of TikTok – as evidenced by the resurgence of classic hits from Fleetwood Mac, along with other hit songs driven by creative trends in the app. Instagram notes that over 80% of Reels are viewed with sound on, and synching your content to music can play a big role in maximizing your content performance. IG also suggests using auto-captions to enhance engagement.
  • Keep it on trend – A key part of Reels and TikTok engagement is aligning with the organic feel of the feed, which also involves being aware of the latest trends, and engaging in such, where relevant. ‘Create and encourage your audience to remix your Reels, or spark a conversation with them in the comments section. Try adding relevant hashtags to optimize exposure for your content’.
  • Explore collaborations – Of course, if you really want to tap into the creative power of reels, working with experienced and skilled creators can be a great way to boost your brand story, in ways that you likely wouldn’t have thought of on your own. ‘Collaborating with influencer voices drives more engagement, authenticity and awareness. Campaigns that include Branded Content ads saw +123% lift in awareness, +112% lift in association, and +67% lift in consideration and motivation, showing that creators can help boost brand impact.’ Top creators know what works. You can find relevant creators to work with via Meta’s Brand Collabs Manager tool.
  • Be authentic  Instagram’s last note is a little more generic, but the essence here is that authentic content works best in short-form video. ‘Create Reels that are true to you and that reflect your brand values’. That’s not highly directive, but the concept is that people are looking for real, unvarnished connection and content within Reels, in variance to past social media trends, which can then help them to connect with your brand ethos and approach.

Adding to this, Meta’s Will Yoder, who works in sports partnerships, has also provided some handy tips for brands looking to maximize their Instagram performance.

  1. There is no ‘magic number’ for content volume or mix – Yoder says that Instagram’s algorithm is account-based, so it’s going to serve your content to individual accounts based on their behaviors. That means that some accounts (like the NBA) can post 20+ times per day and see great performance, while others will inevitably be more conservative – but either way, there’s no specific number of posts per day that you should be aiming for, given how the algorithm distributes content. ‘Always test and iterate to see what volume/mix works’.
  2. Pay attention to earnings calls – Each quarter, all of the major platforms outline their financial performance, which also includes key notes on strategy, and where they’re focused going forward. Yoder says that these priorities are where engineering resources go, and where they want to see more user time focused, and aligning with this can help to maximize your strategic success. ‘Just like hockey, to win skate where the puck/engineering resources are going’.
  3. Only you care about your grid – Yoder says that almost no one who interacts with your content is seeing it on your profile. ‘My advice is to focus exclusively on how people are interacting with your content in feed. Grid stunts are silly and hurt reach.’
  4. External forces drive more growth than content – Yoder notes that each year, the top growing NFL team accounts are those that make the Super Bowl. Yoder says that it’s these types of external influences that really boost engagement and activity, and that brands would be best served by focusing their strategy on capitalizing when they’re in these moments, as opposed to trying to find clever posting strategies and tricks.
  5. Nobody uses IG the same way – Yoder says that Instagram users are all different, with some focusing on Stories, and others exclusively linked to the main feed, or increasingly, Reels. ‘Don’t consider all of your followers the same, and don’t expect them to use the app the way you do. Experiment. Iterate. Test.’

These are some great tips for your IG strategy, both in terms of building your presence via Reels and maximizing your overall Instagram approach through variable content approaches.

And while TikTok is still the trending app of the moment, Instagram is still a leader in cultural influence. If you want to ensure you’re tapping into that, these tips will help to put you on the right track.



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Paris mayor to stop using ‘global sewer’ X

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Hidalgo called Twitter a 'vast global sewer'

Hidalgo called Twitter a ‘vast global sewer’ – Copyright POOL/AFP Leon Neal

Paris Mayor Anne Hidalgo said on Monday she was quitting Elon Musk’s social media platform X, formerly known as Twitter, which she described as a “global sewer” and a tool to disrupt democracy.

“I’ve made the decision to leave X,” Hidalgo said in an op-ed in French newspaper Le Monde. “X has in recent years become a weapon of mass destruction of our democracies”, she wrote.

The 64-year-old Socialist, who unsuccessfully stood for the presidency in 2022, joined Twitter as it was then known in 2009 and has been a frequent user of the platform.

She accused X of promoting “misinformation”, “anti-Semitism and racism.”

“The list of abuses is endless”, she added. “This media has become a vast global sewer.”

Since Musk took over Twitter in 2022, a number of high-profile figures said they were leaving the popular social platform, but there has been no mass exodus.

Several politicians including EU industry chief Thierry Breton have announced that they are opening accounts on competing networks in addition to maintaining their presence on X.

The City of Paris account will remain on X, the mayor’s office told AFP.

By contrast, some organisations have taken the plunge, including the US public radio network NPR, or the German anti-discrimination agency.

Hidalgo has regularly faced personal attacks on social media including Twitter, as well as sometimes criticism over the lack of cleanliness and security in Paris.

In the latest furore, she has faced stinging attacks over an October trip to the French Pacific territories of New Caledonia and French Polynesia that was not publicised at the time and that she extended with a two-week personal vacation.

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Meta Highlights Key Platform Manipulation Trends in Latest ‘Adversarial Threat Report’

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Meta Highlights Key Platform Manipulation Trends in Latest ‘Adversarial Threat Report’

While talk of a possible U.S.  ban of TikTok has been tempered of late, concerns still linger around the app, and the way that it could theoretically be used by the Chinese Government to implement varying forms of data tracking and messaging manipulation in Western regions.

The latter was highlighted again this week, when Meta released its latest “Adversarial Threat Report,” which includes an overview of Meta’s latest detections, as well as a broader summary of its efforts throughout the year.

And while the data shows that Russia and Iran remain the most common source regions for coordinated manipulation programs, China is third on that list, with Meta shutting down almost 5,000 Facebook profiles linked to a Chinese-based manipulation program in Q3 alone.

As explained by Meta:

“We removed 4,789 Facebook accounts for violating our policy against coordinated inauthentic behavior. This network originated in China and targeted the United States. The individuals behind this activity used basic fake accounts with profile pictures and names copied from elsewhere on the internet to post and befriend people from around the world. They posed as Americans to post the same content across different platforms. Some of these accounts used the same name and profile picture on Facebook and X (formerly Twitter). We removed this network before it was able to gain engagement from authentic communities on our apps.”

Meta says that this group aimed to sway discussion around both U.S. and China policy by both sharing news stories, and engaging with posts related to specific issues.

“They also posted links to news articles from mainstream US media and reshared Facebook posts by real people, likely in an attempt to appear more authentic. Some of the reshared content was political, while other covered topics like gaming, history, fashion models, and pets. Unusually, in mid-2023 a small portion of this network’s accounts changed names and profile pictures from posing as Americans to posing as being based in India when they suddenly began liking and commenting on posts by another China-origin network focused on India and Tibet.”

Meta further notes that it took down more Coordinated Inauthentic Behavior (CIB) groups from China than any other region in 2023, reflecting the rising trend of Chinese operators looking to infiltrate Western networks.  

“The latest operations typically posted content related to China’s interests in different regions worldwide. For example, many of them praised China, some of them defended its record on human rights in Tibet and Xinjiang, others attacked critics of the Chinese government around the world, and posted about China’s strategic rivalry with the U.S. in Africa and Central Asia.”

Google, too, has repeatedly removed large clusters of YouTube accounts of Chinese origin that had been seeking to build audiences in the app, in order to then seed pro-China sentiment.

The largest coordinated group identified by Google is an operation known as “Dragonbridge” which has long been the biggest originator of manipulative efforts across its apps.

As you can see in this chart, Google removed more than 50,000 instances of Dragonbridge activity across YouTube, Blogger and AdSense in 2022 alone, underlining the persistent efforts of Chinese groups to sway Western audiences.

So these groups, whether they’re associated with the CCP or not, are already looking to infiltrate Western-based networks. Which underlines the potential threat of TikTok in the same respect, given that it’s controlled by a Chinese owner, and therefore likely more directly accessible to these operators.

That’s partly why TikTok is already banned on government-owned devices in most regions, and why cybersecurity experts continue to sound the alarm about the app, because if the above figures reflect the level of activity that non-Chinese platforms are already seeing, you can only imagine that, as TikTok’s influence grows, it too will be high on the list of distribution for the same material.

And we don’t have the same level of transparency into TikTok’s enforcement efforts, nor do we have a clear understanding of parent company ByteDance’s links to the CCP.

Which is why the threat of a possible TikTok ban remains, and will linger for some time yet, and could still spill over if there’s a shift in U.S./China relations.

One other point of note from Meta’s Adversarial Threat Report is its summary of AI usage for such activity, and how it’s changing over time.

X owner Elon Musk has repeatedly pointed to the rise of generative AI as a key vector for increased bot activity, because spammers will be able to create more complex, harder to detect bot accounts through such tools. That’s why X is pushing towards payment models as a means to counter bot profile mass production.

And while Meta does agree that AI tools will enable threat actors to create larger volumes of convincing content, it also says that it hasn’t seen evidence “that it will upend our industry’s efforts to counter covert influence operations” at this stage.

Meta also makes this interesting point:

“For sophisticated threat actors, content generation hasn’t been a primary challenge. They rather struggle with building and engaging authentic audiences they seek to influence. This is why we have focused on identifying adversarial behaviors and tactics used to drive engagement among real people. Disrupting these behaviors early helps to ensure that misleading AI content does not play a role in covert influence operations. Generative AI is also unlikely to change this dynamic.”

So it’s not just content that they need, but interesting, engaging material, and because generative AI is based on everything that’s come before, it’s not necessarily built to establish new trends, which would then help these bot accounts build an audience.

These are some interesting notes on the current threat landscape, and how coordinated groups are still looking to use digital platforms to spread their messaging. Which will likely never stop, but it is worth noting where these groups originate from, and what that means for related discussion.

You can read Meta’s Q3 “Adversarial Threat Report” here.



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US judge halts pending TikTok ban in Montana

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TikTok use has continued to grow apace despite a growing number of countries banning the app from government devices

TikTok use has continued to grow apace despite a growing number of countries banning the app from government devices. — © POOL/AFP Liam McBurney

A federal judge on Thursday temporarily blocked a ban on TikTok set to come into effect next year in Montana, saying the popular video sharing app was likely to win its pending legal challenge.

US District Court Judge Donald Molloy placed the injunction on the ban until the case, originally filed by TikTok in May, has been ruled on its merits.

Molloy deemed it likely TikTok and its users will win, since it appeared the Montana law not only violates free speech rights but runs counter to the fact that foreign policy matters are the exclusive domain of the federal government.

“The current record leaves little doubt that Montana’s legislature and attorney general were more interested in targeting China’s ostensible role in TikTok than they with protecting Montana consumers,” Molloy said in the ruling.

The app is owned by Chinese firm ByteDance and has been accused by a wide swathe of US politicians of being under Beijing’s tutelage, something the company furiously denies.

Montana’s law says the TikTok ban will become void if the app is acquired by a company incorporated in a country not designated by the United States as a foreign adversary.

TikTok had argued that the unprecedented ban violates constitutionally protected right to free speech.

The prohibition signed into law by Republican Governor Greg Gianforte is seen as a legal test for a national ban of the Chinese-owned platform, something lawmakers in Washington are increasingly calling for.

Montana’s ban would be the first to come into effect in the United States – Copyright AFP Kirill KUDRYAVTSEV

The ban would make it a violation each time “a user accesses TikTok, is offered the ability to access TikTok, or is offered the ability to download TikTok.”

Each violation is punishable by a $10,000 fine every day it takes place.

Under the law, Apple and Google will have to remove TikTok from their app stores.

State political leaders have “trampled on the free speech of hundreds of thousands of Montanans who use the app to express themselves, gather information, and run their small business in the name of anti-Chinese sentiment,” ACLU Montana policy director Keegan Medrano said after the bill was signed.

The law is yet another skirmish in duels between TikTok and many western governments, with the app already banned on government devices in the United States, Canada and several countries in Europe.

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