SOCIAL
Instagram Adds ‘Suggested Reels’ Display in Main Feed, Launches Monthly Reels Trend Insights
Can Instagram make Reels happen, and use it as a tool to curb the rapid growth of rival video app TikTok?
Despite seemingly lukewarm initial response to the option, Instagram’s still looking at ways to maximize the usage of it’s TikTok clone functionality, and after adding a new Reels tab to the main screen for users in India last week, Instagram’s now trying out a few more ways to boost Reels exposure, and get more people using the option.
First off, Instagram’s started adding a display of ‘Suggested Reels’ in the main feed of some users.
As you can see in this example, shared by influencer marketing strategist Lindsey Gamble, the new suggested Reels listing appears between feed posts, highlighting some of the most relevant clips for you to check out.
The listings have been around for a couple of weeks, and provide another way for Instagram to boost Reels exposure. And if Instagram were to also add the new Reels tab in more regions, that would definitely make more people aware of them, giving Reels more opportunity to catch on.
Though whether they actually do is another thing – thus far, as noted, most feedback has suggested that Reels is just not as good as TikTok, and that the majority of Reels content is re-purposed from TikTok anyway. Which, in some ways, makes Reels an indirect advertisement for TikTok, which Instagram will no doubt be keen to address.
How it could address such is by promoting the best exclusive Reels content in order to maximize exposure for such, which Instagram’s looking to do via a new, monthly listing of the top Reels trends.
As per the caption, this is the first Reels Trend Report, which will “take a deeper look” at some of the most popular trends happening via the option. The first report looks at “infotainment”, which could be a trend for brands to tap into with their Reels content.
Of course, as with all things Reels, TikTok is once again the inspiration here. TikTok also publishes a monthly trends report, which can be of value of you’re looking to understand the latest happening in the app.
It seems that Instagram’s leaving no stone left unturned in its TikTok replication efforts.
Indeed, another element that Instagram is apprently testing is a “Recommend as Featured” option for your Reels clips, which seems somewhat similar to TikTok’s #ForYou featured page where it highlights the best content to each user.
Instagram appears to be looking to tap into the same approach, and given that almost every TikTok user adds the hashtag #ForYou in an attempt to get featured, that makes some sense.
Except, TikTok says that adding #ForYou, and related hashtags, won’t do much to boost your chances of being featured.
As per TikTok:
“Hashtags like #FYP, #ForYou, and #ForYouPage work just like all other hashtags on TikTok, so adding these to your caption won’t necessarily improve your chances of getting on someone’s For You feed. Instead, we recommend using the space in your caption to add context to your video along with hashtags that are relevant to your content.”
So maybe Instagram’s replicating the wrong feature – or maybe, because Instagram’s feed is more defined by the people you follow, as opposed to TikTok’s more open, public stream, which enables it to pull the top-performing clips from more places, maybe then, by adding this check box, Instagram will be able to more closely replicate TikTok’s feed approach, and showcase a wider range of Reels content within its suggestions.
Either way, it’s only in testing at the moment, so we don’t have much info to go on at this stage.
It’s interesting to watch Instagram’s attempts to copy each element of TikTok, as it will be equally interesting to see if that approach works. I mean, it worked with Stories, where Instagram blatantly ripped off Snapchat – and while Instagram Stories was initially met with similar scorn, it’s gone on to become a key element of the platform, while also stunting Snapchat’s momentum in the process (Snap has re-aligned now, but there was a point where it’s active user count declined in the wake of Instagram’s Stories launch).
Most industry analysts don’t expect Reels to be as successful in this respect – but then again…
Instagram says that Reels is taking off in India, where TikTok has now been banned for more than two months. It hasn’t provided any official stats, but that could be true, with many Indian TikTok influencers looking for a new, more secure home.
And we’re closing in on the deadline for a TikTok takeover deal in the US, with negotiations reportedly on hold due to the Chinese Government implementing new rules around the transfer of technological advancements – like algorithms – in foreign trade deals. The official text of The White House’s executive order on the sale of TikTok gives it till September 20th before sanctions are enacted against the app.
Uncertainty remains, and for every day it does, surely TikTok’s creators are at least considering their options.
Instagram, and Reels, is there waiting. And it could still become a thing yet.
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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