This could be interesting – today Meta has announced a new series of partnerships with several popular mobile apps that will enable users of each to share recap and celebratory-style creations from these third-party platforms direct to Facebook and Instagram Stories, providing another way to create unique, engaging Stories content for the holidays.
As explained by Meta:
“The end of the year marks an important time for reflection – How did I spend my time this year? What have I learned? What did I create? For many of us, the mobile apps we use are an amazing mechanism to reflect on these questions, and with Sharing to Stories, our partners are helping the people who use their apps bring important milestones to life. We’re proud to showcase how six uniquely fun and interesting partners are celebrating the end of 2021, and looking ahead to 2022.”
The partner apps for the project are:
- Photo apps B612 and Snow, which will enable users to upload New Year’s party photos from their apps
- Music streaming app Anghami, through which users will be able to upload Spotify-like re-caps of their year in music, direct to Stories
- Short-form video platform Kwai, which has added a new ‘Year in Review’ feature
- Social karaoke tool WeSing, which is providing a showcase of the songs people have listened to and performed throughout the year
- And finally, popular video app Likee, which has also added a year end recap feature
Which all feels very TikTok-like, right? Music-focused, short-form video clips.
Several of these apps also have millions of users in their own right – in fact, last year, Likee was the fourth-most downloaded video app in the world, and was set to make a bigger push into the US market, before COVID complications de-railed its strategy.
Anghami is very popular in the Middle East, while Korean-based Snow also has a huge audience in Asian markets.
Which is why this is such a smart collaboration – and while the capacity to add ‘Share to Stories’ functionality to partner apps isn’t anything new, these end of year pushes could help Meta boost interest in its own Stories tools and functions, with fun, TikTok-style tools in its apps, while also boosting awareness for each individual app among its massive audience, making it a promotional win-win for both sides.
It may not be a major element in Meta’s ongoing push to win back younger audiences, but it could be another way to potentially blunt the influence of TikTok, in a range of specific markets. Now, users will see these video recaps from friends and family, across both Facebook and Instagram, which could help to keep them within Meta’s walls, instead of migrating to TikTok instead.
It’s a small step, in the broader scheme, but it’s another element in the ongoing battle for attention between the major players in the space.
LinkedIn Announces the Retirement of its LinkedIn Lite App
LinkedIn has announced that it’s shutting down LinkedIn Lite, its pared-back version of the platform, designed for users in regions with more restricted connectivity and data access provisions.
Originally launched back in 2017 as a way to help “level the playing field for all members when it comes to accessibility”, LinkedIn Lite includes the basic functionality of LinkedIn, and is designed to load faster, while also using less data, handy for regions with more restrictive data plans.
But as LinkedIn continues to evolve, the Lite app gets further behind, with the full app’s more advanced functionalities – like video connection, full profile display features, Creator Mode, etc. – all getting more and more distant from the streamlined tool.
And with global connectivity evolving, LinkedIn now feels confident that it can move on without the scaled-back variation, which could also help boost in-app engagement and usage, and make LinkedIn a more significant presence in key markets.
Which, as you can see here, are growing. Now at 810 million total members, LinkedIn continues to gain momentum in developing regions, especially India (85m members, up from 60m in 2019), South Africa (+2m since 2019), the Philippines (+3m) and Nigeria (+1m)
As with most social apps, India is a key focus, and LinkedIn says that Indian adoption of the full version of the app is now rising at 4x the global average, as mobile adoption continues to soar in the nation.
At the same time, retirement of the Lite app could also give LinkedIn’s team more opportunity to develop and maintain its new ‘InJobs’ app in China, with the full version of LinkedIn removed from China last October due to increasing regulatory pressure and scrutiny.
At 56 million users, maintaining connection with China is key, and maybe that’s another factor in LinkedIn’s decision to step away from its scaled-down version.
Either way, the LinkedIn Lite app will be removed from Android app stores on 27th January 27th, before being deactivated completely March 15th.
LinkedIn says that it will transition Lite app users over to the full LinkedIn experience over the next few weeks.
Twitter Shares New Insights into Rising Discussion Around the NFL Playoffs [Infographic]
Super Bowl LVI is just around the corner, which also means that we’ll soon see the biggest showcase of ad content of the year, highlighting new trends, creative activations and opportunities, which can sometimes re-shape advertising approaches from that moment forward.
And this year looks set to be particularly significant. As more people look towards a post-pandemic future, there’s a big opportunities for clever marketers to tap into this enthusiasm, and the various trends that come with it. That’ll likely see more innovative, integrated ad approaches, which will extend beyond the initial big game activations, and showcase new opportunities.
Twitter’s keen to cash in on that excitement. This week, Twitter’s published a new overview of user trends around the NFL playoffs, highlighting the huge boost in tweet activity heading into Super Bowl weekend.
As Twitter notes:
“In the 2022 Divisional Round alone, we saw 27% more impressions on Tweets about the NFL, 58% more Tweets overall, and 42% more unique authors, compared with one year ago.”
It could be a key platform for boosting your tie-in efforts – and if you are considering the potential of Twitter ads for your campaigns, then these new stats might help.
Twitter Shares New Insights into the Rising K-Pop Discussion in the App [Infographic]
Do you like K-pop?
Increasingly, the chances are that you do, given the massive growth of K-pop fandom around the world, with megabands like BTS and Blackpink building huge audiences, and each becoming cultural forces within themselves.
That fandom is most significantly present on Twitter, which has become a key hub for K-pop enthusiasts. K-pop tweeters are now so prominent that they even have the power to quash controversial hashtag movements, by banding together to flood the streams with K-pop-related tweets instead.
It’s amazing to see, and today, Twitter has shared some new insights into the rising K-pop conversation, which got even bigger, once again, in 2021.
As explained by Twitter:
“With a massive 7.8 billion global Tweets in 2021, #KpopTwitter once again showed its power by breaking its previous record of 6.7 billion Tweets in 2020. Registering a notable 16% increase in Tweet volume globally, #KpopTwitter conversations became more diverse and vibrant in 2021.”
So where, exactly, is K-pop discussion trending, and who are the big bands of note? Check out the below insights from Twitter – which also includes a list of rising K-pop stars if you want to get ahead of the curve.
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