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Twitter Removes Live Stream Guests Option in Order to Improve Broadcast Quality

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Here’s a relatively small change, though it will impact some users. Today, Twitter has announced that it’s removing its video live-stream guests option, which enabled users to add audio-only guests into their live-stream broadcasts.

As you can see from the original tweet in this chain, Twitter launched the functionality in March last year, helping to cater to the rising interest in live-stream connection. Though even at launch, Twitter’s audio guests option was already well behind the functionality available on other apps.

At the time, Zoom was taking off as a live meeting platform, enabling multiple video participants at one time, while Instagram and Facebook both also provide streaming broadcasts with video guests (though it is worth noting that Facebook retired this option in late 2019, before bringing it back due to the pandemic).

Facebook Live with guests

That meant that people already had plenty of options for live broadcast connection, with full video functionality, and as such, maybe Twitter’s audio guests option just didn’t catch on, and wasn’t catering to demand, which is why Twitter’s removing it.

I mean, I’m assuming usage has been relatively low, otherwise Twitter would keep it – but as Twitter notes, the main reason for the removal of its live guests option is that it will better enable Twitter to improve its video playback quality, which has been a focus of late.

Interestingly, Facebook has just today announced a new option for gaming streamers to co-stream with friends, underlining demand for this type of interaction – so clearly, there is an interest in video connection. Just not video connection with audio, or at least, not enough to outweigh the server demands which would facilitate better video quality.

Again, it’s probably not a major loss, and if you want to have audio guests, you now have Twitter Spaces to fill that gap. And you can still stream, on Twitter or elsewhere, and cater to all the different usage options, you just can’t have audio invitees tapping into your Twitter streams.

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It might mean a shift in focus or planning, but the impacts are likely minimal.

Twitter says that the update will go into effect from today.

Socialmediatoday.com

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Brand creatives: The forgotten workers struggling with burnout

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Brand creatives: The forgotten workers struggling with burnout

Photo by Tim Gouw / Unsplash

The demand for quality content continues to rise and this is putting an added stress on creators. Analysts are predicting this year to be the longest selling season seen for many years. This presents little reprieve for creators.

While businesses everywhere are focused on work/life balance, that’s a luxury most creators do not have. Recently, Digital Journal posted an article about ‘hustle culture’ and the dangers this presents to employees in the long-term. Central to these concerns was burnout. Yet burnout is also an issue for the sell-employed and within this category, those working in the creative arts standout.

Social Media Creatives are people who carve out creative posts which are intended to be shared by a brand on their social media platforms, designed to help the brand to reach out more fully to their target audience.

Creator burnout encroaches on creator wellness, which is not only a threat to the creator, but also to brands and ultimately the consumer.

The extent of the problem is captured by Awin, an affiliate and influencer marketing platform. The company conducted a survey on creator burnout and this uncovered some telling information.

For example, 66 percent of creators indicated that burnout is affecting their mental health . The likelihood of this is related to the platform used. Here, Instagram is the leading platform driving burnout with 71 percent of respondents experiencing at least some level of burnout.

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Another source of emotional strain is with constant platform changes. These were cited by the survey respondents as the leading cause of anxiety amongst 72 percent of respondents. Another area scoring high, with  64 percent of people, relates to a lack of quality and creativity. In turn this creates pressures, for 53 percent of the survey admitted their passion for content creation has decreased in the past year.

Pressure of work are manifest in the need to be only for prolonged periods of time. Hence other reasons for burnout included never turning off social media, the pressure of losing followers, and the pressure of earning a paycheck. These pressures are driving just under half (49 percent) of people to rely on alternative income streams to alleviate the stress and anxiety.

Although there are no ideal coping mechanisms, measures like dedicating specific times for posting and scheduling time off can help.

Commenting on the findings, Carissa Finders, Influencer Partnerships Manager, Awin Group tells Digital Journal: “There is a clear pattern of burnout among creators and many feel there is little support from social platforms to help them cope.”

This support, says Finders, should be led by brands, noting: “In order to combat the anxiety and burnout, brands will need to work closely with creators to develop the best resources for them to passionately create and engage their audiences. Our goal in working with our creators is to facilitate these brand partnerships to make sure the creation and execution of influencer campaigns continues to be as smooth as possible for both parties.”

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