SOCIAL
TikTok Adds Disney Character Voices to its Text-to-Speech Feature
This is a pretty cool announcement in itself, but in terms of timing, it’s also a brilliant example of corporate trolling, and clapping back at a competitor.
Today, Disney has announced a new partnership with TikTok which will enable TikTok users to choose from a range of Disney character voices for TikTok’s text-to-speech feature.
So now, instead of that regular, slightly too happy female voice that you hear over and over again in TikTok clips (I’m talking about you ‘Jessie’), you can use C-3PO or Rocket instead, which could be a good way to boost engagement, and will no doubt lead to new viral trends related to characters saying things that they probably shouldn’t.
But here’s why it’s extra great – just yesterday, Instagram announced that it’s adding text-to-speech to Reels, its TikTok replicant, along with its own voice effects tools.
Which, of course, trails TikTok significantly, as you’ve been able to add this to your TikTok clips since December last year, and as noted, it’s already a highly used feature in the app. Given this, it does make sense for Instagram to add the same, but it also means that TikTok is leading the way on another key innovation, and with Instagram constantly trailing, that will make it hard for it to win back young users, and become the cool place to be one again.
And now that Instagram finally catches up on this element, TikTok one-ups them straight away.
That was unlikely planned, as the feature has been announced to coincide with Disney+ Day, and couldn’t have been timed to align with Instagram’s feature launch. But still, it once again underlines that TikTok is the leader in the space, and that Instagram is the older, less cool app that catches up on the cool new thing months – almost a year – after it began trending.
And now, TikTok’s already advanced to the next stage, so Instagram’s speech-to-voice is second rate, a day after it’s released.
That is incredibly serendipitous timing for TikTok, and a perfect illustration of why it’s currently the most popular app, especially among younger, more tech-savvy audiences.
If Instagram, and parent company Meta, really want to win back the youth, they’ll need to take the lead in the space once again, and right now, they don’t look close to doing that. Meta CEO Mark Zuckerberg recently announced that the company will primarily focus on younger audiences moving forward, as part of a broader strategic shift to maximize long-term viability. But in the early stages of this new push, those efforts appear to only be focused on messaging, and trying to regain popularity by – somewhat ironically – partnering with TikTok influencers.
That will help increase exposure, but it’s not like anybody’s not aware of Facebook or what it does, so that’s not really going to matter. The question is, will it help to make Facebook, and Meta, more broadly, cool again?
Right now, it feels a little forced, like Meta’s trying too hard to ride the latest trends, and be ‘down with the kids’ in its outward communications.
The real winner for Meta on this front would be leading the next wave of innovation, and becoming the originator of new trends, based on the latest features and user response. Which is a more difficult path, as you can’t control what catches on and what doesn’t in this respect, but Meta can invest in new tools, and it can build features that are not available in other apps.
That hasn’t been Meta’s forte for the last 5-10 years – and oh look, that’s the timeframe in which it’s lost connection with younger audiences.
Facebook originally rose to prominence by beating MySpace, because it was better, it was cooler, and people eventually migrated to the blue app, and its functionality, instead. Instagram then rose to become the next cool place to be, so Facebook bought that, then Snapchat gained traction as the trending app of choice. Facebook tried to buy Snap too, but since then, it’s essentially lost its spot as the leader in creative innovation, with Snapchat’s Lenses becoming the leading trend-setter, in terms of key updates, then TikTok taking over after that.
When was the last time Facebook or Instagram had a must-see, must-use feature that got everyone talking? As noted, Snap Lenses have done this at regular intervals, while TikTok’s also been able to spark new trends with features like Duets, creative AR tools, and yes, text-to-speech.
Getting people talking about, and sharing these experiences is a key step, and Meta, right now, is not the leader in any sense.
It’s interesting to see this illustrated so clearly in one announcement, which, again, was likely not planned that way. Which may make it even more significant in this respect.
SOCIAL
Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
SOCIAL
Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
SOCIAL
Instagram Tests Live-Stream Games to Enhance Engagement
Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.
As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.
That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.
Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.
That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.
Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.
Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.
We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.
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