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

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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.

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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.

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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

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Snapchat Publishes New Report into the Importance of Privacy Tools in Facilitating Online Sharing

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Snapchat Publishes New Report into the Importance of Privacy Tools in Facilitating Online Sharing


Snapchat has published a new report which provides some deeper insight into the importance of online privacy, and the key concerns that users have in regards to the content that they share online.

The report, based on a survey of over 13,500 people in 11 markets, uncovers some valuable considerations for both platforms and marketers, and reinforces the logic behind some of the latest social app developments, in regards to increased user control, encryption, and more. It also sheds light on how such controls – or the lack of them – can influence people’s behavior online.

It’s an interesting overview – you can download Snap’s full, 28-page report here, but in this post, we’ll take a look at some of the key points.

First off, Snap notes that both Snapchatters and non-Snap users are concerned about online privacy, with 81% of respondents noting that online privacy is important. At the same time, only 65% indicated that they’re satisfied with their current privacy options.

That’s a key gap in the current digital connection process which underlines the need for increased control measures on this front, and more options, like private messaging and audience controls, to help reassure users.

Which is the next key point – the report highlights the three key benefits of digital privacy, based on responses.

Snapchat privacy report

Each aspect facilitates more open communication, and without relevant measures in place, social platforms are not able to cater to these needs.

Self-expression is one of the most important elements, with users feeling more free to communicate when they’re comfortable with the available privacy tools and options.

Snapchat privacy report

Indeed, the majority of respondents indicated that privacy concerns impact what they share online, and how they communicate.

Snapchat privacy report

It’s an interesting consideration – originally, with the arrival of MySpace, Twitter and Facebook, there was a new sense of freedom and capacity to share your voice, and connect with like-minded people around the world, based on shared interests. Over time, that’s gradually shifted, as more controversies and concerns have arisen from over-sharing or past post insights, which has seen more people become more enclosed once again, and shy away from public sharing.

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Which makes sense, but it also means that what we see online is often not representative of the breadth of views out there, because many people are concerned about what sharing their thoughts and opinions could mean, and how it could potentially be used against them. Which is why more privacy controls can open up greater levels of expression and engagement, and why more people are looking to advanced tools, like messaging encryption, to gain that extra level of assurance.

Which is also why Snapchat has been able to maintain and grow its audience, despite rising competition in the space.

Snapchat privacy report

Snapchat has always presented itself as a key alternative for more intimate, private discussion, a place for friends to connect, not to broadcast your life to the world. And while that is also more restrictive, in a content sense, Snap’s approach has clearly resonated with a lot of people, and enabled it to carve a niche in the broader social and messaging space.

The report also goes into depth on the full reasons that influence how and why people share on social, and the tools that people rely on to enhance their experience.

Snapchat privacy report

There are some interesting insights and considerations here, which, as noted, largely reflect the latest social media innovations in improved audience controls, evolving private messaging tools, safety functions, reporting and more.

Without these elements, people simply won’t share, and won’t engage online at the same rate. And as we move into the next stage of digital connection, where we’re likely to spend even more time online, and potentially expose even more of ourselves, such measures will remain critically important in order to keep people safe.

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You can read Snapchat’s full ‘Global Perceptions of Privacy’ report here.



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New Report Underlines the Importance of Social Media in Connecting with Gen Z Consumers

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New Report Underlines the Importance of Social Media in Connecting with Gen Z Consumers


Consumer expectations are rising, as is the importance of shared brand values, according to the latest data from market research provider Qualtrics.

To glean some insight into the shifting state of customer expectations, Qualtrics surveyed 9,000 consumers, across a breadth of age brackets, to measure the variance in importance on a range of measures between Gen Z, Baby Boomers and everything in between.

The findings highlight some key considerations for all brands – first off, the data indicates that Gen Z is the most likely to be upset by a negative interaction with a company.

Gen Z is the generation least likely to report being happy with their customer experience (on a scale of upset to delighted). Gen Z was the most upset by their interactions with federal agencies (only 13% gave a positive rating), followed by investment firms and airlines. Gen Z gave the highest ratings to social media and retail stores.

Gen Z consumers have grown up with social media and eCommerce, and they increasingly expect brands to cater to their specific needs, while they also know that they have both the means to publicly criticize a company due to negative interactions, and the capacity to easily switch, with a simple online search providing a range of competitor brands.

That’s increased their expectations around customer service and response, and it’s important for brands to consider this in their engagement and actions.

Younger consumers also value public health response, with Gen Z respondents twice as likely as Baby Boomers to stop purchasing from a brand because they felt their safety measures were insufficient. Which also works the opposite way too.

Gen Z consumers also put more emphasis on brand values – potentially a side effect of the social media era – with younger shoppers almost three times as likely as Baby Boomers to say that they were very familiar with the brand values of the products they choose.

Qualtrics consumer survey

With brands now able to communicate more about their business online, that’s opened up more capacity for consumers to also get an understanding of their stances and approach, and that expanded capability to connect with a brand on a deeper level can be a very powerful draw to generate stronger bonds and business.

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Indeed, for Gen Z consumers, maintaining a social media presence was the second-highest ranked way for brands to maintain relevance. No other generation ranked social media presence in the top three.

If that insight doesn’t underline the importance of building and maintaining a social media presence, I’m not sure what will – younger consumers want to feel more connected with every business that they buy from, and social media is the key linkage that facilitates such for this group.

There’s a range of additional insights in the full report from Qualtrics, which you can check out here. Some key considerations for marketers, especially those looking to connect with younger audiences.



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Instagram Adds New Stickers and AR Features to Celebrate Lunar New Year

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Instagram Adds New Stickers and AR Features to Celebrate Chinese New Year


Instagram has added some new features to help users celebrate Lunar New Year, including new, themed stickers and a custom AR effect.

As you can see here, the new stickers commemorate the Year of the Tiger, with art by Hong Kong-based Ophelia Pang. The stickers provide a simple way to mark the event, which will be celebrated from January 31st to February 15th.

In addition, Instagram’s also added a #MyLNY2022 AR effect, which provides another way to engage with the celebration.

There’s actually a range of Lunar New Year effects available in the app, which you can find by using the search option at the end of the effects carousel.

Instagram released a similar set of Lunar New Year tools last year, which is part of its broader focus on maximizing engagement around cultural events.

 As explained by Instagram chief Adam Mosseri:

“When it comes to celebrating cultural moments, we want to be a platform where creators showcase their work.

Showcasing creativity is where Instagram is increasingly looking to align itself, as it works to differentiate the app from TikTok, which is more based on communal expression and meme-based sharing. If Instagram can put more focus on creative output, specifically, that could be a way to lean into the rising Web3 movement, in which, theoretically, creators could be better rewarded and celebrated for their work.

These Lunar New Year tools showcase the art of some creators, but the larger vision for Instagram is that it may be better placed to provide a platform for more artists in the same way, which could help it regain its momentum in the face of the TikTok challenge.

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You can check out Instagram’s Lunar New Year tools in the app.





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