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Snapchat Shares New Insights into How it Can Drive Stronger Connections for Brands [Infographic]

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Snapchat Shares New Insights into How it Can Drive Stronger Connections for Brands [Infographic]

Snapchat has shared some new insights into the power of its app for driving more intimate connections, and the value that can hold for advertisers – in variance to other social apps which focus instead on an ‘endless scroll of UGC’.

According to a new report by Neuro-Insight, commissioned by Snap, Snapchatters find themselves feeling happier after using the app, as opposed to others:

As per Snapchat:

“On average, Snapchat scored 14 points higher than the other social platforms, including Instagram, TikTok and Facebook on the basis of implicit or unconscious associations with the word “happy.”

Which is the key emphasis of this new report:

We’re going to call it as we see it: people are just plain happier when they’re using Snapchat. It’s easy to sign up and start watching hours and hours of user generated content (UGC) on other social media apps without knowing anyone beforehand. All it takes is a username and voila, you can instantly start engaging with content. On the flip side, Snapchat relies on a close circle of friends to deliver a truly satisfying experience.”

Snap says that this leads to stronger, more meaningful connections – which also extends to ads and brand-building efforts.

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“When it comes to Snapchat ads, Snapchatters find them to be more personally relevant. And when Snapchatters find content more relevant, they engage more. In fact, we found that Snapchat saw Neuro engagement scores that were 62% higher than Facebook and 32% higher than TikTok.

That could be a valid note for your ad planning, especially as we head into the second half of the year, and you map out your holiday marketing approach.

Snap has also shared some quick snapshots from the report to provide more context around the value of happiness in the app.

You can read Snap’s full report here.

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Meta Launches New Reels Features, Including Stories to Reels Conversion and Improved Analytics

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Meta Launches New Reels Features, Including Stories to Reels Conversion and Improved Analytics

As it works to latch onto the short-form video trend, and negate the rising influence of TikTok, Meta has announced some new updates for Reels, across both Facebook and Instagram, including additional Reels insights, the expansion of the ‘Add Yours’ sticker, and ‘auto-created’ Reels clips. Yes, automatically created Reels videos.

Here’s how the new additions work.

The main addition is the expansion of the ‘Add Yours’ sticker from Stories to Reels, providing another way to prompt engagement from other users via Reels clips.

As you can see in these example images, you’ll now be able to post ‘Add Yours’ questions via Reels clips, while you’ll also be able to view all the various video responses to any prompt in each app.

It could be another way to spark engagement, and lean into the more interactive ethos of the short form video trend. Part of the appeal of TikTok is that it invites people in, with the participatory nature of the app essentially expanding meme engagement, by making it more accessible for users to add their own take.

Meta will be hoping that the ‘Add Yours’ sticker helps to facilitate the same, prompting more engagement with Reels clips.

Next up is auto-created Facebook Reels, which, as it sounds, will enable users to automatically convert their archived Stories into Reels clips.

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Reels updates

As you can see here, you’ll soon see a new ‘Create from Your Story Archive’ prompt in the Reels creation flow, which will then enable you to convert your Stories into Reels clips.

So it’s not exactly wholly automated Reels creation, as it’s just flipping your Stories clips into Reels as well. But it could provide another, simple way for users and brands to create Stories content, utilizing the video assets that they already have to link into the trend.

Worth noting that Meta also recently added a tool to convert your video assets into Reels within Creator Studio.

Meta’s also expanding access to its ‘Stars’ creator donations to Facebook Reels, which is now being opened up to all eligible creators.

Stars donations in Reels

Meta initially announced the coming expansion of Stars to Reels back in June, which will provide another critical monetization pathway for Reels creators. Short form video is not as directly monetizable as longer clips, where you can insert pre and mid-roll adds, so add-on elements like this are key to keeping creators posting, and fueling an ecosystem for such in its apps.

Stars on Reels will be available all creators that have maintained at least 1,000 followers over the last 60 days.

Meta’s also adding new Reels performance insights to Creator Studio, including Reach, Minutes Viewed, and Average Watch Time.

Reels updates

That’ll provide more perspective on what’s working, and what’s not, to help optimize your Reels approach – which could be especially valuable in the coming holiday push.

Lastly, Meta’s also expanding some Reels features that were previously only available in Instagram to Facebook as well.

Crossposting from Instagram to Facebook is now available to all Instagram users, while Meta’s also expanding its Remix option to Facebook Reels also.

Reels updates

As noted, Reels has become a key focus for Meta, as the short-form video trend continues to gain traction, and TikTok continues to rise as a potential competitor. By replicating TikTok’s main elements, Meta’s working to negate its key differentiation, which could ensure that more of its users don’t bother downloading a new app, and just stick with its platforms instead.’

Which, whether you agree with that approach or not, has proven effective. Reels content now makes up more than 20% of the time that people spend on Instagram, while video content, overall, makes up 50% of the time that people spend on Facebook.

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Meta additionally notes that it’s seen a more than 30% increase in engagement time with Reels across both Facebook and Instagram.

Meta doesn’t need to ‘beat’ TikTok as such (as much as it would like to), but it does need to dilute its significance if it can, and make it less appealing for users to have to start yet another new account, and re-build their friends list.

That’s why it’ll continue to replicate TikTok at every turn, because millions of people are currently not going to TikTok because of the presence of Reels in its apps.  

You can learn more about Meta’s new Reels updates here.

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