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Instagram Turns on IG Live Badges by Default for Eligible Creators

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Instagram Turns on IG Live Badges by Default for Eligible Creators


After rolling them out to selected creators over the past year, Instagram has now announced that its live-stream Badges, which enable viewers to make donations to creators, will be enabled by default for all streams in all regions where they’re available.

As per Instagram:

“From today, if you’re eligible to use Badges, and they’re available in your country, they will now be automatically enabled for all lives so you can seamlessly begin monetizing.”

The update will see more creators eligible to generate money from their IG Live efforts, which could encourage them to broadcast more often, in order to generate more engagement, and revenue from their fans.

IG Live badges appear alongside comments when the commenter has paid to add ‘extra flair’ to their contribution. 

IG Live badges

Users are able to purchase badges during a live-stream by tapping the badges icon in the lower function bar, with prices ranging from $0.99 for one heart, to $4.99 for three.

Any revenue generated from badges applied in a stream goes back to the creator (minus any fees), providing a means to both offer direct financial support to your favorite streamers in the app, while also giving viewers a way to highlight their comments, which could then give the streamer more reason to acknowledge them and interact.

In order to get access to IG Live badges, creators need to be aged over 18, and have a Creator or Business account in the app. They also need to have over 10k followers, and they need to be compliant with the platform’s various partner monetization policies and community guidelines.

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IG Live badges are currently available to creators in the US, the UK, France, Spain, Italy, Germany, Japan, Australia, Turkey, Brazil and Mexico. And now, when creators in these regions go live, they’ll be switched on automatically – though you can also switch badges off if you’d prefer not to enact them on your broadcasts.

It’s the latest in Instagram’s expanding effort to provide more monetization potential to creators, in order to keep them posting more often, and keep their audiences coming back to the app. IG is now in a battle with every other platform to retain top talent, and as we’ve seen over time, eventually, big-name stars will shift to the platforms that offer them the biggest revenue potential, which could, eventually, be a key growth element for each app.

The issue came up once again this week, with Twitch stars threatening to leave the app unless it reforms its payment models, with YouTube and Meta now offering better incentives in their game-streaming programs. That’s the same issue that eventually saw the demise of Vine, which, given the success of TikTok, was clearly never about the app’s functionality or offering. Vine stars wanted more money for the audiences that they brought in with their content, which parent company Twitter couldn’t provide. Those creators eventually migrated to other platforms, and Vine died out, becoming a cautionary tale for other platforms.

Creator monetization has become a bigger battleground with the arrival of TikTok, with YouTube and Meta looking to utilize their scale and resources to muscle out their rising competitor. That’s subsequently raised the stakes for all platforms, and it’ll be interesting to see how sustainable the current creator payment programs are, and whether the big players do indeed end up winning out as a result.

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TikTok is still working on its monetization models, and both the incumbent leaders can offer more potential on this front. Will that reach a key tipping point for TikTok, or will it be able to continue evolving its tools in line with overall growth?

Clearly, Instagram is working to up its game to further squeeze TikTok on this front.  





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LinkedIn Announces the Retirement of its LinkedIn Lite App

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LinkedIn Announces the Retirement of its LinkedIn Lite App


LinkedIn has announced that it’s shutting down LinkedIn Lite, its pared-back version of the platform, designed for users in regions with more restricted connectivity and data access provisions.

Originally launched back in 2017 as a way to help “level the playing field for all members when it comes to accessibility”, LinkedIn Lite includes the basic functionality of LinkedIn, and is designed to load faster, while also using less data, handy for regions with more restrictive data plans.

But as LinkedIn continues to evolve, the Lite app gets further behind, with the full app’s more advanced functionalities – like video connection, full profile display features, Creator Mode, etc. – all getting more and more distant from the streamlined tool.

And with global connectivity evolving, LinkedIn now feels confident that it can move on without the scaled-back variation, which could also help boost in-app engagement and usage, and make LinkedIn a more significant presence in key markets.

Which, as you can see here, are growing. Now at 810 million total members, LinkedIn continues to gain momentum in developing regions, especially India (85m members, up from 60m in 2019), South Africa (+2m since 2019), the Philippines (+3m) and Nigeria (+1m)

LinkedIn Member Map

As with most social apps, India is a key focus, and LinkedIn says that Indian adoption of the full version of the app is now rising at 4x the global average, as mobile adoption continues to soar in the nation.

At the same time, retirement of the Lite app could also give LinkedIn’s team more opportunity to develop and maintain its new ‘InJobs’ app in China, with the full version of LinkedIn removed from China last October due to increasing regulatory pressure and scrutiny.

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At 56 million users, maintaining connection with China is key, and maybe that’s another factor in LinkedIn’s decision to step away from its scaled-down version.

Either way, the LinkedIn Lite app will be removed from Android app stores on 27th January 27th, before being deactivated completely March 15th.

LinkedIn says that it will transition Lite app users over to the full LinkedIn experience over the next few weeks.



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Twitter Shares New Insights into Rising Discussion Around the NFL Playoffs [Infographic]

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Twitter Shares New Insights into Rising Discussion Around the NFL Playoffs [Infographic]


Super Bowl LVI is just around the corner, which also means that we’ll soon see the biggest showcase of ad content of the year, highlighting new trends, creative activations and opportunities, which can sometimes re-shape advertising approaches from that moment forward.

And this year looks set to be particularly significant. As more people look towards a post-pandemic future, there’s a big opportunities for clever marketers to tap into this enthusiasm, and the various trends that come with it. That’ll likely see more innovative, integrated ad approaches, which will extend beyond the initial big game activations, and showcase new opportunities.

Twitter’s keen to cash in on that excitement. This week, Twitter’s published a new overview of user trends around the NFL playoffs, highlighting the huge boost in tweet activity heading into Super Bowl weekend.

As Twitter notes:

In the 2022 Divisional Round alone, we saw 27% more impressions on Tweets about the NFL, 58% more Tweets overall, and 42% more unique authors, compared with one year ago.”

It could be a key platform for boosting your tie-in efforts – and if you are considering the potential of Twitter ads for your campaigns, then these new stats might help.





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Twitter Shares New Insights into the Rising K-Pop Discussion in the App [Infographic]

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Twitter Shares New Insights into the Rising K-Pop Discussion in the App [Infographic]


Do you like K-pop?

Increasingly, the chances are that you do, given the massive growth of K-pop fandom around the world, with megabands like BTS and Blackpink building huge audiences, and each becoming cultural forces within themselves.

That fandom is most significantly present on Twitter, which has become a key hub for K-pop enthusiasts. K-pop tweeters are now so prominent that they even have the power to quash controversial hashtag movements, by banding together to flood the streams with K-pop-related tweets instead. 

It’s amazing to see, and today, Twitter has shared some new insights into the rising K-pop conversation, which got even bigger, once again, in 2021.

As explained by Twitter:

With a massive 7.8 billion global Tweets in 2021, #KpopTwitter once again showed its power by breaking its previous record of 6.7 billion Tweets in 2020. Registering a notable 16% increase in Tweet volume globally, #KpopTwitter conversations became more diverse and vibrant in 2021.”

So where, exactly, is K-pop discussion trending, and who are the big bands of note? Check out the below insights from Twitter – which also includes a list of rising K-pop stars if you want to get ahead of the curve.





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