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TikTok Teams Up with MTV for New ‘Trending: VMA’ Awards

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TikTok is looking to further solidify its broader cultural presence by linking up with MTVs VMAs to launch a new, dedicated set of awards that will be voted on by TikTok users exclusively.

TikTok VMAs

The new TikTok ‘Trending: VMA’ awards will aim to “celebrate the creators and artists driving music trends and culture”.

As explained by TikTok:

“Beginning today, fans can vote for their favorites in categories like Best Breakthrough Song, Best Audio Mashup, and Best Artist x Creator Collab exclusively on TikTok.”

Various TikTok-popular tracks and artists will be in the running, which will no doubt prompt high engagement amongst users as they rush to support their favorite stars in the app.

MTV will live-stream the official “Trending: VMAs” award celebration from its TikTok account on September 10th, which will include artist performances and special guest presenters.

TikTok has fast become a key platform for musicians, with the rising popularity of the app helping to boost exposure. And with music being a key element of many platform trends, it can offer massive reach potential if your song ends up hitting the right notes.

Indeed, one of TikTok’s most popular viral clips, which features user @DoggFace riding his skateboard down the street, with Fleetwood Mac as his backing track, resulted in Fleetwood Mac’s 1977 album ‘Rumors’ returning to the top 10 on the Billboard chart last year, purely driven by TikTok popularity.

Many other popular musicians are now also working to align with TikTok trends, and even updating the names of their songs to better connect with how users are engaging with their music.

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Given this, it makes sense for both TikTok and MTV to integrate with these trends, in order to boost both of their respective cultural capital – and as noted, it does seem likely that the ‘Trending: VMA’ event will prove popular, and will help generate even more interest in the app.

Fans can vote for the nominees in the Trending: VMA Awards here.

Socialmediatoday.com

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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.

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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.

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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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