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Instagram Tests New ‘Live Producer’ Tool to Facilitate More Professional Looking IG Live Streams

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Instagram’s looking to help live-stream creators maximize their opportunities with a new Live Producer tool, which will enable in-app broadcasters to stream from a desktop PC, and via various third-party streaming platforms.

As you can see in this example, Live Producer will enable creators to use a stream ‘key’ – a line of program code – to connect into the Instagram Live back-end. That will then enable you to run your content capture through the streaming provider of your choice, with initial support for OBS, Streamyard and Streamlabs, which will then feed into your IG broadcast.

The process will facilitate more professional-looking and customized IG Live streams, with support for multiple cameras, external microphones, graphic overlays, and more.

Though it’s not available to everyone just yet.

As Instagram told TechCrunch, it’s currently only available to a small pool of beta users.

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“We are always working on ways to make Instagram Live a meaningful place for shared experiences. We’re now testing a way to allow broadcasters to go Live using streaming software with a small group of partners.”

But it could be a valuable addition, particularly as social apps look to push live shopping as a new opportunity, following the lead of Chinese social apps, where live commerce has become a $300 billion industry.

Indeed, the Chinese version of TikTok, called ‘Douyin’, generated $119 billion worth of product sales via live broadcasts in 2021, a 7x increase year-over-year, while the number of its users engaging with eCommerce live-streams exceeded 384 million, close to half of the platform’s user base.

More recently, the Chinese Government has sought to reign in the sector, and the high prices that influencers are now charging brands for live-stream exposure, which has slowed down its overall growth. But many western social platforms are now also eyeing live commerce as a key opportunity, both to help creators generate more income, and to bring in more direct revenue for themselves.

In some ways, the Chinese example also serves as a cautionary tale, with Chinese regulators additionally seeking to limit the amount that people can spend within streams, and improve age verification for viewers. Those updates are mostly focused on live-stream donation tools, and the obsession that viewers have with streaming celebrities, but they extend to shopping too – while they also highlight the distinct difference between Asian markets and the rest of the world, where live-streaming hasn’t caught on in the same way.

The question, then, is will it ever become a thing, and will people in other regions actually warm to live-stream commerce like they have in China?

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On evidence, you would have to say probably not – but then again, there are some streamers who are generating big money from their broadcasts on Twitch and YouTube. 

Even if these trends take hold just a little, that could still open up significant opportunities for various apps.

Which is where tools like this could come in handy, while they’ll also enable streamers to establish more professional set-ups for their IG Live broadcasts, which could help them build their following in the app.

We’ll keep you updated on any progress.

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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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