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Instagram Will Now Feed All Video Uploads into Reels, Adds New Creative Tools for Reels Content

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I know the logic behind this, and I understand why Meta would do it. But there is a whiff of desperation here, of trying to latch onto the TikTok horse as it bolts away, taking all of Instagram’s popularity with it.

Today, Meta has announced that virtually all video uploads will now become Reels, whether you want them to or not, while it’s also added a range of new creative tools for Reels as it doubles, and triples down on the short video format.

The main change is in bringing all video clips into the Reels feed.

As explained by Meta:

Since reels offer a more immersive and entertaining way to watch and create videos on Instagram, we’re bringing the full-screen experience to your video posts, too. In the coming weeks, new video posts shorter than 15 minutes will be shared as reels. Videos posted prior to this change will remain as videos and won’t become reels.”

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Yes, 15 minutes. That’s not exactly short form, which means that pretty much all uploaded videos in the app will now be fed into the Reels stream.

In some ways, that makes sense. Reels is the fastest growing content format in the app, and the broader popularity of TikTok has led to habitual changes in consumption behavior, which means that users are now instinctively more aligned to the format.

In that sense, Instagram should feed into it where it can – but still…

The broader concept would be that as more people watch Reels, more content can only be beneficial for engagement, while it should also mean more views on your clips, as they’ll be surfaced within that stream.

But it could also make Instagram less differentiated, less unique – and again, it does feel a little desperate from Zuck and Co.

Either way, it’s a new dawn for Instagram content, and it’ll be worth monitoring your stats, and considering how you can best lean into the latest Reels trends to maximize engagement.

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In addition to this, Instagram’s also adding a range of new creative tools for Reels clips

First off, Instagram’s adding some new Remix options, to providing more ways to collaborate within Reels clips:

  • Remix for photos: Photos are core to the Instagram experience. In the coming weeks, you will be able to remix public photos. This gives you limitless inspiration to create your own unique reel. 
  • Expanded Remix layouts: Choose between a green screen, horizontal or vertical split-screen, or picture-in-picture reaction view to add your own video commentary to existing reels.
  • Add your clip: Have a hot take? Rather than having your remix appear at the same time as the original reel, you can now add your clip after the original so it plays sequentially.
Instagram Reels update

Instagram’s also expanding access to its Reels templates option, which enables you to use existing, popular Reels formats as templates for your own clips, while it’s also adding a new Dual camera mode, so that you can capture content and your reaction at the same time, using your phone’s front and back cameras simultaneously.

Instagram Reels update

These additions also align with already established TikTok trends – so, pretty much, if you’re used to TikTok, you’ll already be prepared for these new creative options and tools.

Which is kind of the aim, but also kind of a concern. If Instagram remains solely focused on TikTok, then there’s no real originality in the app, and less of a unique value proposition.

Where’s the leadership that Meta once held as the main platform in the social media space?

It used to be that Facebook and Instagram were the apps that broke new trends, that showcased new tools, but since the introduction of Stories, it’s all been about replication, and defending its territory as best it can with rip-offs and copycat features.

Meta, in general, is more focused on the next stage, in the metaverse, and maybe then, it just needs to get its main apps through till it can transfer users into its next big phase, where it will take the reigns of leadership once again.

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But I’m not sure that Instagram users really want this, nor that it will help Meta maintain its leadership in the long run.

Either way, the stats will tell the tale. You or I may not like these replicant features, but if people use them, and IG engagement goes up, it’s Meta that will have the last laugh.  

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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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