Connect with us

SOCIAL

Instagram’s Testing Likes on Stories, Providing Another Engagement Option

Published

on

What would a Like button add to the Instagram Stories experience?

Right now, you can respond to a Story with a quick emoji response, which is then sent to the creator via DM, while you can also type in a direct response message that’s also delivered to their inbox. You can also engage with Stories by sharing, forwarding, etc.

But a like button could add another element, and by the looks of it, we may be close to finding out just how beneficial likes on Stories could be.

As you can see in this example, shared by app researcher Alessandro Paluzzi, Instagram appears to be close to launching a live test of likes on Stories, providing an easy, quick way to engage with a Stories post, without having to clog up the creator’s inbox with reactions.

The new Stories like button, at least at this stage of the experiment, would appear alongside the message field at the bottom of the Stories display.

That would mean that the current Stories forwarding option, signified by the Direct paper plane icon, would be shifted to the function menu instead, and that format looks pretty effective, and as noted, fairly close to a test launch, given its development.

But then again, Instagram has been working on this for some time – here’s another screenshot of the option in testing which Paluzzi posted last November.

Instagram Stories reactions

It seems that Instagram has scaled it back a little, with only likes now available in the latest test, as opposed to all of the various Reactions options.

That’s likely because of how they would be displayed on the Stories frame, with Instagram noting that creators would be able to see their like counts ‘in the same place as Story viewers’. Maybe, adding all reaction types just took up too much room in the display, which is why it’s moved to only likes – but then that also raises the question as to what value likes would actually bring, and whether it’s worth adding them at all in the process.

Advertisement

As you may recall, Instagram removed public Like counts on feed posts back in 2019, before finally enabling users to choose whether they display likes or not, instead of totally eliminating the option. The impetus for this change was that Instagram wanted to reduce the pressure around public posting, and competing for likes, and by giving users the capacity to remove that element if they wish, that, theoretically at least, can help to lessen some of that comparison among peers, and stop users from deleting posts that don’t reach a certain like level.

Which suggests that likes on Instagram may not be overly beneficial – but then again, they do serve a ranking purpose, and they are important for the users receiving that engagement.

The main difference in this new application is that Stories like counts would not be public, it would just be between you and the creator, so it’s not the same thing – but it is interesting to note that Instagram’s looking to remove likes on one hand, and add them on another.

Maybe that conflict is why Instagram hasn’t launched a live test of the option as yet, but again, it could also provide a direct measure to help Instagram improve Stories ranking, by giving content from the creators that you like most higher priority, while it also does add an extra interactive element.

And really, anything that gets rid of these messages is probably a good thing.

Instagram Stories reaction via DM

Like, what do you do with that? Send a heart back? A thumbs up?

It feels like Reactions are not really designed for this type of response, which is why this update makes sense. Though for brands, it is worth noting that the removal of the sharing option from the bottom of the frame could result in fewer re-shares, while Stories likes would add another metric to track, and keep tabs on as a performance metric.

Overall, it seems to make sense – we’ve asked Instagram for an update on the test, and we’ll update this post if/when we hear back.

Socialmediatoday.com

Advertisement
Advertisement

SOCIAL

Meta Will Shut Down its Newsletter Platform Early Next Year

Published

on

Meta's Reallocating Resources Away from Bulletin and its News Tab, Which Could See Publishers Lose Out

In news that will surprise no-one, Meta has today confirmed that it’s shutting down its ‘Bulletin’ newsletter platform, just 18 months after its initial launch.

Another sign of Meta’s fleeting interest in the latest trends, the company launched Bulletin in April 2021, as part of an effort to take a piece of the growing newsletter market, with platforms like Substack seeing massive growth in facilitating direct connection between writers and their audiences. Twitter also acquired newsletter platform Revue, and it had seemed, at the time, that newsletters could offer a new, supplementary income stream for creators, aligned with social apps.

In addition to this, Meta also saw an opportunity to provide a platform for local publications that had been shut down due to the pandemic. With ad dollars from local businesses drying up, due to lockdown measures, many smaller publications had to shut down, and Meta viewed this as a chance to make Facebook an even more critical element of community engagement, by providing a direct pathway for independent journalists to serve their audiences through the app.

As part of its initial push, Meta allocated $5 million in funding for local publications to convert to Bulletin instead.

And it sort of worked. Bulletin, at last at one stage, supported over 115 publications, with more than half of the creators on the platform reaching over 1,000 subscribers.

But this year, amid tougher market conditions, Meta lost interest.

The company has been gradually scaling back its investment in news and original content in recent months. Back in July, The Wall Street Journal reported that Meta had reallocated resources from both its Facebook News tab and Bulletin, in order to ‘heighten their focus on building a more robust Creator economy’

Advertisement

In other words, Reels – Meta’s main investment focus for the future of the Creator Economy is short-form video content, which drives more views, more engagement, and is the big trend that Meta’s chasing right now.

As a result, Meta says that it will shut down Bulletin by early next year.

As per Meta:

“Bulletin has allowed us to learn about the relationship between Creators and their audiences and how to better support them in building their community on Facebook. While this off-platform product itself is ending, we remain committed to supporting these and other Creators’ success and growth on our platform.”

So long as they create Reels, I guess.

Again, the decision here is no surprise, but it does serve as another reminder that Meta chases whatever trends it can, and it has no real, long-term commitment on any of its new pushes.

Video is the thing, as it has been several times before, and Meta will keep pushing that till audiences lose interest. Then it’ll be something else that Meta’s pitching to brands, publishers, users, etc.

Logically, Meta follows the latest trends in order to maximize the benefit of such within its tools. But it is worth noting that, when it does lose interest, it tends to move on entirely, leaving anyone who’s invested in its last whim out in the cold.

Advertisement

Overall, Bulletin isn’t huge, and it won’t impact a heap of writers and publishers, as such. But even so, for those that have invested in the platform, in good faith, it’s a bitter pill, and while they will now be able to move on to other platforms as well, it’s good to remind yourself that Meta chases trends, and moves on quick.

‘Don’t build on rented land’. ‘Don’t put all of your eggs in one basket’. Don’t trust social platforms to keep supporting that feature or platform that you’ve come to rely on.

The closure of Bulletin may seem like a side note to many, but it’s an important reminder that you need to diversify your strategy to avoid such impacts.

Source link

Continue Reading

DON'T MISS ANY IMPORTANT NEWS!
Subscribe To our Newsletter
We promise not to spam you. Unsubscribe at any time.
Invalid email address

Trending

en_USEnglish