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Snapchat Shares New insights into Christmas and New Year’s Trends

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Looking to make that last-minute push for your Christmas campaigns, or planning your marketing approach ahead of what will be a very different New Year’s celebration?

This week, Snapchat has provided some new insight into how its users are approaching the holiday season, which could have some bearing on how marketers angle their campaigns for such.

First off, on Christmas trends – Snapchat says that the majority of its users are planning to celebrate with family, however they can, with holiday movies and outdoor activities high on the list. That’s in line with general holiday trends, but it is worth noting that more people will be taking part in smaller, more intimate gatherings this year, which could place more emphasis on these activities than in times past.

Snapchat also notes that more Snapchatters are looking to give to charity this year, which is good news for nonprofit organizations working to assist the many people in need.

“Most Snapchatters across all markets surveyed report that they’ll be giving the same amount or more to charity this year – led by Brazil (86%), Malaysia (84%) and Indonesia (83%).”  

Nonprofits could look to make a final push in the app to tap into that goodwill.

For New Year’s, Snapchat says that the vast majority of its users are planning to celebrate from home, with most large-scale gatherings and events off the cards.

Snapchat New Year's

That’s an important note for marketers looking to maximize sales of celebratory items and food for in-home events. Of course, the figures here are not unexpected, but they do reiterate the opportunity for businesses to highlight products that can enhance the stay-at-home party atmosphere.

Snapchat also notes that more users are taking photos or videos with digital effects, which could be another consideration. With AR effects and campaigns now easier than ever to create, and becoming more accessible through tools like Snap’s Lens Studio, AR tie-ins could be another option to maximize engagement around these holiday trends.

You can read more in Snapchat’s full holiday trends report here.

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Instagram Confirms that Videos Under 60 Seconds in Stories will No Longer Be Split into Segments

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Instagram Confirms that Videos Under 60 Seconds in Stories will No Longer Be Split into Segments

Instagram continues its gradual process of merging its video products into one, with the announcement that videos in Stories that are under 60 seconds in length will no longer be split into 15-second segments in the app.

As you can see in this in-app alert, posted by social media expert Matt Navarra, when you update your IG app, you’ll get a notification letting you know that your videos in Stories will no longer be cut up, making it a more seamless viewing experience.

Instagram’s been testing the update with selected users over the past year, as part of its broader process to integrate its video options, in line with the short-form video shift and general engagement trends.

Last October, Instagram retired its IGTV brand, as it combined IGTV and feed videos into one format, while in July, Instagram announced that all uploaded video under 15 minutes in length would be posted as Reels, further aligning its various video formats.

Instagram Reels update

The merging of its video options is aimed at simplifying the app, while it will also, ideally, help Instagram maximize user engagement, by making all of its video content, in all formats, available in more places where users are interacting.

By shifting its video content to a more aligned format, that’ll give IG more video inventory to insert into user feeds, which it’s increasingly looking to do via AI-defined recommendations, as it follows TikTok’s lead in making your main feed more focused on entertainment, as opposed to being restricted to only the latest posts from people and profiles that you follow.

Meta CEO Mark Zuckerberg recently noted that just over 15% of the content in Instagram feeds now comes from people, groups, or accounts that users don’t follow, with its AI recommendations contributing more and more to the user experience. Zuckerberg noted that he expects to see that amount more than double by the end of next year.

Instagram’s been working towards this for some time, with Instagram chief Adam Mosseri noting back in January that: 

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We’re looking about how we can – not just with IGTV, but across all of Instagram – simplify and consolidate ideas, because last year we placed a lot of new bets. I think this year we have to go back to our focus on simplicity and craft.”

The merging of its video formats will ideally facilitate more opportunities in this respect, while also making it much easier for users to understand where to find each different type of content – or increasingly, to not have to go searching for it at all, as it’ll be fed directly into your main feed, whether you follow the creator or not.

Which, of course, is a process that not all users are entirely happy with as yet, but still, Meta remains confident that they’ll come around as its recommendations algorithms continue to develop.

Instagram has confirmed the new Stories video expansion to TechCrunch, explaining that:

“We are always working on ways to improve the Stories experience. Now, you’ll be able to play and create Stories continuously for up to 60 seconds, instead of being automatically cut into 15-second clips.”

That’ll also make it easier to skip through those longer videos that you’re not interested in (as you’ll only have to skip once, as opposed to tapping through each individual frame) – though it may also have implications for creators who’ve structured sponsored content deals based on frame counts, as opposed to Story length.

That’s a relatively easy fix, longer term, with the focus shifting to length instead. But it may add some complications to the process in the immediate future, as the Stories eco-system evolves in line with the new process.

Instagram says that the new, longer video Stories are being rolled out to all users.

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