A few years back, when Meta copied Snapchat’s Stories format, and made it into its own on Instagram, it seemed like Snapchat was going to struggle to remain relevant in the evolving social media landscape.
But Snap stuck to its guns. It doubled down on its key use case, in connecting friends, and it continued to develop its still industry-leading AR tools and features, which has enabled Snapchat to both maintain relevance, while also building the foundations for a stronger future.
And now, that connective capacity has it well-placed to boost its appeal to ad partners, with its focus on joy and positive engagement facilitating new opportunities.
As explained by Snap:
“Snapchatters come to the app and actively engage, sharing as much content as they receive. This spirit of sharing and connection creates a natural home for brands to enter the conversation, providing an opportunity to enter directly into a Snapchatters’ inner circle and begin to establish a relationship with them. And with Snapchatters 30% more likely to make a purchase on social media compared to non-Snapchatters, it’s more important than ever for your brand to be present on Snapchat.”
Underlining this, Snap has shared some new insights into how users feel when using the app, and where brands can fit into the process.
First off, Snap says that some 95% of Snapchatters agree that the app helps them to stay connected with friends and family, while 87% of Snapchatters agree that they can be fully themselves in the app.
It’s little surprise, then, to see that Snapchat has been ranked as the happiest platform based on a (Snap commissioned) study:
That focus on positive interactions reaches over to brands as well, with 1 in 2 Snapchat users agreeing that they often enjoy seeing brands in the app, while 82% of Snapchatters actively engage with brands.
And its evolving AR tools play a part in this too, with Snapchatters that use branded AR elements increasingly likely to make a big purchase – like a laptop, a smartphone, or even a car.
Just this week, Snap showcased its latest AR tools for commerce, and how its AR ad options are evolving, and based on these insights, they could well provide major benefits to businesses looking to connect with the Snap audience.
Though Snap remains primarily a younger audience app. Users aged between 18 and 24 make up 39% of Snap’s total audience, while Snap now claims to reach more than 75% of 13-34 year olds in over 20 countries.
But over time, inevitably, Snap’s audience is getting older, and if the platform can evolve with its user needs, that could see it well-placed to become an even bigger advertising consideration over time, while its AR development could also ensure that Snap is well-placed to capitalize on its opportunities.
These figures further underline its potential here, and it may well be worth giving Snap some more consideration for your future ad campaigns.
You can read Snap’s full research overview here.
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.
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.
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.
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.
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.
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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