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Snapchat Announces New Features for Snapchat+, Provides Insights on Snapchat+ Take-Up

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Snapchat Officially Launches its New 'Snapchat+' Subscription Program

Snapchat has announced some new additions to its Snapchat+ subscription offering, while it’s also shared some new insight into Snapchat+ take-up, which provides some more perspective on the potential of such options in the broader strategic scheme.

Snapchat+, which it launched in late June, enables Snap users to pay $3.99 per month to access a range of add-on elements including variable app icons, new data insights, and the capacity to pin a user in the app as ‘your #1 best friend’.

And now, Snap’s looking to sweeten the Snapchat+ deal, with subscribers now also able to access:

‘Priority Story Replies, which makes your replies more visible to Snap Stars.

Snapchat+

‘Post View Emoji’, through which you can pick a dedicated emoji that you want friends to see after they view your Snaps.

Snapchat+

New Bitmoji Backgrounds including ‘gleaming gold’ and a beach paradise. 

Snapchat+

While there are also some new app icons thrown in for good measure, so you have even more ways to customize your Snap experience.

Snapchat+

I mean, none of these are groundbreaking additions to the current offering. But even so, Snapchat+ clearly holds a level of appeal, with Snapchat also reporting that it now has over a million paying subscribers that have signed up to the option.

That’s an extra $4 million per month going straight into Snapchat’s coffers – so while it may not seem like an amazing, compelling package to casual users of the app, the numbers show that, even at marginal take-up (1 million subscribers equates to 0.29% of Snapchat’s active user base), such options can be significant earners for the apps themselves.

If they can get them right.

These latest features now give Snapchat+ subscribers access to 11 exclusive in-app features, which bests Twitter Blue’s 9 exclusive elements. Not that it’s a competition, because most of the people who are likely to pay for Snapchat+ are not going to be in the target market for Blue as well. But still, the two subscription elements provide an interesting parallel as to how these types of offerings can work – and indeed, if they actually do work in the broader scheme of things.

For example, it’s interesting to note the recent strategic variances for each, with Twitter recently increasing the price of Twitter Blue by 60%, despite adding no new features, and Snapchat announcing an India-only release of Snapchat+, at an 85% discount on the regular price.

Which strategy will work out best?

For Twitter, it’s likely upping the Blue price ahead of the addition of tweet editing, which looks close to launch, and which it probably expects to bring in a heap more paying subscribers, given that it’s the most requested social media feature in history.

Snapchat, meanwhile, is going for volume, and making its app more sticky in the Indian market, which could expand its usage in what’s now its biggest single biggest market, at 144 million Indian users.

That, eventually, could help Snap develop a stronger market presence, and give it a lot more users to sell ads to, or to pitch its own products, like its Pixy drone camera or its coming AR glasses.

Though when, exactly, those glasses might be coming could be further off than anticipated, given Snap’s recent spending reduction measures as a result of the broader downturn in the digital ads market.

But then again, what if Snap, which now has a huge and growing Indian presence, were to partner with Apple on its AR glasses, as a means for both to maximize take-up, and dominate the space? Meta, too, is looking to become the AR leader, as another element within its broader metaverse push, though it’s primarily focused on VR and building wholly immersive digital worlds.

That could open the door for Snap and Apple to win out, with the cool factor of Snap combined with the technology of Apple to build a more fashionable, appealing AR wearable product.

There’s nothing to suggest that such a partnership is on the cards as yet – though Snap has worked with Apple on various AR projects and elements in the past.

With this in mind, building audience could be a key step, which is why Snapchat’s approach to Snapchat+ may just be the better way to go, as opposed to Twitter’s thus far stumbling Twitter Blue strategy.

Snapchat says that it will ‘continue to drop more features’ for Snapchat+ over the coming months. 

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New Guide Highlights Key Considerations for Effective TikTok Ads

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New Guide Highlights Key Considerations for Effective TikTok Ads

Looking to make TikTok a bigger focus of your marketing effort in 2024?

This will help. TikTok recently partnered with creator intelligence platform CreatorIQ to conduct an analysis of the key factors that make for a resonant TikTok promotion, culminating in a 26-page report which covers a range of key notes and tips for your planning.

You can download CreatorIQ’s full TikTok ads guide here, but in this post, we’ll look at some of the key notes.

The report is broken up into five key pillars of TikTok ads creation, which echo much of the best advice that’s been shared for the platform over time.

CreatorIQ’s five key TikTok marketing notes are:

  • Grab attention from the start
  • Foster a personal connection
  • Show your product in action
  • Use high-impact creative elements
  • Close with a clear call to action

For each of these elements, the guide digs deeper into how to enact them, and the critical considerations of each, including stats on effectiveness:

Tips on TikTok-specific trends and tools:

CreatorIQ TikTok Ads Report

As well as case study examples to underline each point:

CreatorIQ TikTok Ads Report

It’s a handy overview, with a range of valuable notes, though the main finding, above all of the creative pointers and advice, is that established creators perform better for TikTok promotions.

As per CreatorIQ:

The report found that creators overwhelmingly make the best-performing TikTok ads, with recommendations carrying more weight than traditional brand advertisements and celebrity spokespeople. In fact, after watching a creator-driven Spark Ad, 57% of TikTok community members say the creator is trustworthy, 56% say they can trust the brand because the creator shared it, and 71% say creator authenticity led them to buy a product.

So while there are a heap of practical notes and pointers for increasing the resonance of your in-app promotions – like this:

CreatorIQ TikTok Ads Report

The key point of emphasis is that creators make better TikToks, and thus, better ads, so partnering with relevant influencers in your niche is still likely a better way to go.

Some good considerations, and some valuable, data-backed tips, which could help to get your TikTok promotion plan on the right track in the new year.

You can download CreatorIQ’s full TikTok marketing report here.

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Adobe Highlights Rising Visual Trends in 2024 Creative Trends Report

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Adobe Highlights Rising Visual Trends in 2024 Creative Trends Report

Looking for creative inspiration for your 2024 strategic planning?

This will help. Today, Adobe has published its annual Creative Trends Report, which incorporates insights from Adobe’s 30 million+ Creative Cloud users, in order to determine rising visual styles of interest, which look set to resonate with audiences in the new year.

Based on its research, the Adobe team has established four creative trends that are worthy of note:

  • Calming Rhythms – Fluid and flowing forms that soothe the senses and support emotional balance
  • Wonder and Joy – Visuals that inspire a sense of awe, joy, and enchantment
  • Dynamic Dimensions – Where all dimensions and types of content seamlessly merge
  • The New Nostalgia – Contemporary interpretations of vintage styles

Adobe’s 22-page report, which you can download here (with email sign-up), provides more insight into each of these trends, along with various examples, and data that explains why they’re set to gain more momentum.

There are handy notes and insights for each, which help to illustrate how to use them in your process.

Adobe 2024 Creative Trends Report

Interestingly, a lot of the images used by Adobe in the report look like they’ve been created by generative AI. I don’t know that they have, but it is worth noting the composition in this regard, as another potential means to tap into these trends.

Adobe 2024 Creative Trends Report

The report provides some interesting perspective on rising visual trends, which could help in your planning. Maybe one of these resonates especially well with your branding, or aligns with what your target audience has been sharing.

Either way, some additional, data-backed considerations, which could be helpful in your process.

You can download Adobe’s “2024 Creative Trends Report” here.

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Elon Musk’s X and Amazon discuss potential collaboration

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Elon Musk’s X and Amazon discuss potential collaboration

In a significant development in the social media industry, Elon Musk’s social media platform, X, is reportedly engaging in preliminary discussions …

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