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Instagram’s Working on a New Option That Would Simplify Reels Monetization for Creators

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Instagram's Working on a New Option That Would Simplify Reels Monetization for Creators

Instagram’s testing out a new process which could make monetizing Reels much easier, which could be key to holding onto top short-form talent as the competition heats up in the space.

As you can see in these examples, posted by app researcher Alessandro Paluzzi, Instagram is working on a new program that would enable creators to sign up to have overlay ads appear on their Reels clips.

The process would essentially enable Reels creators to include ads in their clips without them having to do any extra work – brands would be able to view eligible clips, then insert ads if they choose.

Instagram Reels monetization test

Which could be a big step, because while it would see ad content intrude on your Reels display, it could also facilitate direct monetization, generating income for creators without them having to organize their own brand deals and sponsorships.

Here’s the thing – short-form video monetization is hard, with the brief nature of the format making it much more difficult to build an equitable revenue share program – because you can’t just insert mid and pre-roll ads and have them intrinsically linked to the performance of each creators’ clips.

That remains the biggest threat to TikTok’s ongoing growth, because while TikTok needs to come up with more creative pathways to monetization, which require more effort on the part of the creator, YouTubers simply need to tick a box to become part of the YouTube Partner Program, where they can earn a lot more money without having to ‘sell their soul’, or even go to any extra effort.

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You say you’re fine with ads showing in your videos (which YouTube’s going to insert anyway) and YouTube tracks your views and pays you relative to exposure. More views equals more money. Easy.

That’s not possible with short form clips, which is why this experiment is important, as it could provide a similar pathway to monetization, which simplifies the process on the creators’ behalf.

Right now, TikTok creators are unhappy with their revenue share, and fluctuating payouts from the platform’s Creator Fund – because TikTok can change the parameters at any time, and you can’t know, each month, how much money you might make from your TikTok clips.

Reels is in a similar boat – but if it can provide an easier path to monetization, that could keep more creators aligned to the option, as opposed to switching to YouTube and working to build a following there instead.

TikTok’s also working on various options, including Creator Marketplace to help brands find potential collaborators, its ‘Creative Exchange’ program to partner creators with brands, various eCommerce integrations and tools to display products alongside clips, and its Seller app in some regions which provides more options for listing product inventory to be shown in the app.

But all of these require extra effort on the part of creators to sign up to these programs, and organize brand deals.

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This option could eliminate that effort, which could make Reels a more appealing prospect for revenue generation.

Though it won’t hold as much potential as YouTube’s Partner Program. And while Shorts is a lesser element within the YouTube app, the capacity for creators to promote their main channel via their Shorts clips remains a strong lure, which YouTube is looking to push as a means to both keep its top talent, and win over emerging TikTok creators.

That could eventually become a bigger problem for TikTok, if its most popular stars look to take their talents elsewhere, and their audiences with them. That’s what led to Vine’s demise, and while TikTok is now far bigger than Vine ever was, the same threat still looms over the app.

Building processes that make it as easy as possible for creators to monetize their content is key, and it’ll be interesting to see what type of response Instagram sees here, if indeed it does roll the program out to creators.




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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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