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Instagram Tests New ‘Add Topics’ Option in the Reels Upload Process

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Instagram's Chief Explains the Latest Changes in the App Following User Backlash

Instagram is trying out another way to refine its Reels recommendations, with some users now able to add topics to their Reels uploads, in order to better categorize their clips.

As you can see in this image, posted by user Jacki Pitkow (and shared by Matt Navarra), the new ‘Topics’ option aims to help you reach other users ‘who share your interests’.

That could provide another way for Instagram to showcase your content to a more engaged, interested audience, which could help to boost your Reels performance, and help you connect with more people who are interested in your brand/content.

It could also help Instagram refine its Reels recommendation systems, which is a key focus for the app at present.

Instagram, of course, really wants you to watch more Reels, which is why you’re constantly seeing Reels inserted into every element of the app.

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I mean, it has scaled this back a little bit, after users got annoyed by its initial Reels flood. But even so, with Reels already taking up 20% of all time spent in the app, and rising, Instagram is very keen to show users more Reels content, based increasingly on AI recommendations, as a means to maximize engagement and fend off competition for attention from TikTok.

But as Instagram Chief Adam Mosseri notes, it hasn’t worked out its recommendations engine just yet:

“When you discover something in your feed that you didn’t follow before, there should be a high bar — you should be delighted to see it. And I don’t think that’s happening enough right now.”

‘Delighted’ is indeed a high bar, especially for an app like Instagram, which, thus far, has required explicit user input to define their home feed. Now, Instagram’s trying to go the TikTok route, but whether it can actually do it will come down to two key questions:

  1. Can Instagram actually create an algorithmic recommendations system that’s on par with TikTok, which is increasingly good at identifying user interests, and re-aligning its ‘For You’ around them in real time?
  2. Do Instagram users actually want that?

The first comes down to how well IG can identify objects and elements in each video, then align them to user interests. TikTok’s system is very good at entity detection, which, really, is the secret sauce of the app.

But the second is likely a bigger challenge – while people might end up spending more time watching Reels, because Instagram is wedging them into every gap and free space that it can find in the app, that doesn’t necessarily mean that they’re enjoying them.

There are likely two camps here – one would be the people who refuse to download TikTok, and who like Reels because, to them, it’s a fresh, fast take on video trends. The other would be people who do use TikTok, and who largely don’t like seeing Instagram become more and more like the short-form video app.

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The Venn diagram of these groups will likely define Instagram’s success either way, though it does make sense that, if it can get its recommendations right, that could help facilitate more Reels take-up.

Which is why it’s looking for more markers, more indicators, more signals that it can use to refine its recommendation algorithms to make Reels the most compelling TikTok alternative that it can be.

While at the same time, you can bet that Meta’s army of lobbyists are bending ears in Washington, calling for more regulatory action to be taken against the Chinese-owned app.

On balance, I don’t think that Instagram can catch TikTok in this respect – but if TikTok were suddenly out of the picture, it could become the best alternative to take its place



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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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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.

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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.

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Catering to specific audience boosts your business, says accountant turned coach

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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.” 

“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.

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“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.

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Instagram Tests Live-Stream Games to Enhance Engagement

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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.

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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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