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Instagram’s Working on a Video Reaction Option for Reels

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Instagram's Working on a Video Reaction Option for Reels

The success of TikTok largely comes down to participatory trends, and the capacity for anyone to not only consume clips in the app, but to also engage with any meme or challenge with their own take.

Well, that and its highly attuned algorithm, which adjusts in real-time to your session preferences. But inviting more people into each trend is a key element in getting more users to open the app even more often, while it also expanded TikTok’s content pool, with sometimes thousands of related clips on a single trend that it can then feed to users who’ve engaged with that topic.

So of course, Instagram’s also trying to push the same in Reels.

As you can see in this example, posted by app researcher Alessandro Paluzzi, Instagram’s currently testing a new option which would prompt users to ‘create a reaction video’ right from the Reels share sheet.

That could help to get more people posting more Reels content, with the quick reminder helping to get you thinking on how you might do the same in your videos.

Instagram’s already added similar, with its own take on TikTok’s ‘Duet’ functionality (called ‘Remix’) and the capacity to reply to a comment with a Reels clip. TikTok’s also testing a new ‘Templates’ process with some Reels creators, which enables users to replicate the format of a Reels clip that they’ve seen in their own content.

Video replies are another step in TikTok’s direction, as Instagram seeks ways to more closely align with TikTok’s core, and hugely popular offering, in order to nullify TikTok’s growth, and keep users aligned to its apps.

Which is working, at least to some degree. Some IG users have never downloaded TikTok, and are happy with Reels – and had Instagram not added the function, and made it a fairly similar facsimile, those people likely would have felt more compelled to try TikTok instead, in order to keep up with the latest discussion trends.

That’s the real impetus behind the various TikTok clones, which you can now find in Instagram, Facebook, YouTube and Snapchat. Sure, they’re unlikely to be as good as the original, but they don’t have to be superior, they just need to be good enough, so that users stay in their apps, instead of drifting off to the latest fad instead.

Though short-form videos are likely now more than a fad. As time goes on, more and more people are spending more and more with short-form video feed options, with the snackable, quick-hitting entertainment of the format providing simple moments that can erase hours of spare time as you scroll on through the feed.

Is that a good thing? I mean, it mostly seems to be a logical progression of online media habits – we moved from posting text to posting images, to GIFs and videos, then to shorter video clips, which are a sort of merger of the latter two formats. People now prefer short clips for almost everything – because if any clip in your feed isn’t doing it for you, you can easily move onto the next, making it non-committal, and giving users more control over their media intake.

And as noted, it also invites more participation. Because maybe you can’t, or won’t, make an hour long clip, but a quick, fun response? Anybody can do that. That helps to get more people started, and again, that then leads to a stronger content ecosystem, with more new clips going in, and more people consuming more content.

Instagram’s still not close to catching up on this front, but Reels is the platform’s fastest-growing content format – and as noted, Meta doesn’t need to be better, or even as good as TikTok, as such. It just needs to be ‘close to’, to keep people from straying.

Which is why this option makes sense – because anything TikTok does, Instagram will do also.

There’s no word on official testing or a release plan for the new prompt as yet.

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Social media businesses look out, here comes Chat GPT

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Social media businesses look out, here comes Chat GPT

XiaoIce has pioneered a cutting-edge artificial intelligence system designed to create emotional bonds with its 660 million users worldwide. — © AFP

From the explosion of TikTok to the fall of Twitter, the social media industry has experienced some seismic changes over the past 12 months. Next year promises to be no different. How are those who rely on social media for businesses purposes to navigate through the turmoil ahead?

Luke Lintz, CEO of Highkey Enterprises, a multinational social media marketing firm, has told Digital Journal about the top three social media trends he expects to see in 2023.

Short-Form Video Content Will Dominate

Lintz observes the rise in video shorts and sees this trend as one that is likely to continue. Here he says: “The number one trend in the digital marketing landscape next year will be the emphasis and prioritization of short-form video content.”

This is because: “Social Media platforms’ competition for attention with short-form content has been the epicentre of 2022 and will continue to be the focus in 2023. People’s attention spans are ever-decreasing, and social media users quite often don’t have time to sit down and watch a 10-minute video and would rather watch a short video tailored to what they like to watch rather than a picture.”

Using example, Lintz finds: “This is why we have seen Instagram change its newsfeed and algorithms to favour Instagram Reels content in competition with Tik Tok. We have also seen a massive prioritization of YouTube Shorts in their fight against the lost attention to Tik Tok. In 2023 we will see very large incentive problems for top YouTube shorts, Tik Tok and Instagram Reel creators to incentivize the best creators to stay on the platform. For creators and business owners, they must strategize ways to incorporate short-form video content into their content plans to stay relevant.”

Social Media Users Will Turn Their Back On The Algorithm

This could be the age of new media. Lintz says: “Burnt out by the pressure of chasing “likes” and constantly trying to add new followers, a growing share of social media users will turn to smaller platforms in 2023. Sites like Discord, Mastodon, Geneva, Substack and Patreon emphasize community building in private spaces.”

In terms of the cultural change driving this, Lintz says: “A search for safe spaces and nostalgia for the Internet of the early 2000s — when the word “algorithm” wasn’t part of everyone’s vocabulary — has fuelled interest in these more intimate digital environments. Expect to see people look for smaller social media platforms that they have more control over.”

ChatGPT Will Revolutionize Social Media Management Companies

There is one new item of technology that is set to bring with it significant change. Lintz predicts: “Chat GPT (‘generating pre-training’) is not only the best artificial intelligence chatbot ever released to the general public, it also promises to usher in a new era for social media management companies, including HighKey Enterprises. The AI chatbot will take over basic writing tasks, thereby eliminating the need for human creativity to create new social media content.”

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