In news that will surprise absolutely no one, Instagram has bekräftad that it’s shutting down its standalone messaging app ‘Threads’, which it launched back in 2019, essentially as a Snapchat alternative for connecting close friends.
As you may or may not recall, Threads is a messaging app which was initially designed for maintaining connection with your Instagram inner circle, facilitating text, photo and video sharing among only those included on your Instagram ‘close friends’ list.
But then, in October last year, Instagram announced an update to Threads to include all of your Instagram messages, not just those from close friends, which essentially made it just like every other messaging app. The only variance with Threads now is its ‘auto-status’ option, which allocates an emoji status update for each user without them having to manual input such, by making an assumption of what each user might be up to at any given time based on their location, their movement, their phone’s battery level, etc.
So there’s not really much reason for people to be opening a separate messaging app, especially now that all of their Instagram and Messenger chats are already integrated, streamlining connection in two of its most popular messaging options (which WhatsApp also coming soon).
"We know that people care about connecting with their close friends, and we’ve seen this particularly over the past few years with the growth of messaging on Instagram. We’re now focusing our efforts on enhancing how you connect with close friends on Instagram, and deprecating the Threads app.”
Instagram further notes that it will be looking to bring the ‘fun and unique features’ of Threads to the main Instagram app, which will likely, eventually, include its auto-status option.
As spotted by app researcher Alessandro Paluzzi, Instagram is already working on this, and while this initial prototype doesn’t denote auto status as yet, that seems, logically, where it’s headed, which would essentially negate the need for Threads entirely.
It’s unlikely that the app is going to be missed by many.
In its first month after launch, Threads reached around 374k downloads, which is significantly down on Instagram’s previous standalone apps, like IGTV and Boomerang, while a look at the app’s performance on the App Annie charts since then suggests that Threads has struggled to gain any significant traction ever since. It’s likely that Threads has fewer than 100k users right now – and again, with Meta looking to integrate its messaging options, and facilitate more cross-app sharing, the existence of Threads really runs counter to the broader focus, pointing to its demise.
Instagram says that Threads will no longer be supported by the end of December, with alerts being issued to users in the coming weeks.
If you’re one of the few Threads users, it’s time to revert back to IG proper, or find another alternative for your close group chats (like, say, Snapchat).
Ny rapport visar att unga användare i allt större utsträckning vänder sig till TikTok för nyhetsinnehåll
Amid ongoing concerns about its data gathering processes, and its possible linkage to the Chinese Government, TikTok’s influence continues to grow, with the platform now a key source of entertainment for many of its billion active users.
And it’s not just entertainment, TikTok is also increasingly being used for search, with Google reporting earlier this year that, by its estimates, around 40% of young people now turn to TikTok or Instagram to search for, say, restaurant recommendations, as opposed to Google Search or Maps.
And now, TikTok is also becoming a source of news and information, as more news organizations look to lean into the platform, and establish connection with the next generation of consumers.
That’s the focus of the latest report from the Reuters Institute, which looks at how people are using TikTok for news content, and which sources are playing a role in shaping their opinions in the app.
You can download the full, 38-page report här, and it’s well worth a read, but there are two specific elements that are worth highlighting to help better understand and contextualize the TikTok shift.
First off, there’s this chart, which looks at the percentage of people who are using TikTok for news content in each age bracket.
As you can see, younger users are increasingly turning to TikTok to stay informed of the latest news updates. Which is a significant shift, and not just for news publishers looking to connect with their audience, but also in terms of broader impacts, and how young audiences are staying in touch with the latest happenings.
Which then leads into this second chart:
As you can see, it’s not mainstream news sources that are the primary sources of news content on TikTok, its ‘internet personalities’ followed by ‘ordinary people’, with traditional journalists and publications much further back.
That’s a significant trend, which could reflect a broader distrust of mainstream media outlets, and the information presented in the news as we know it.
Now, younger audiences are more reliant on their favorite influencers to act as a filter, of sorts, to help highlight the news of most relevance – which could be good, in that it facilitates a new angle on the big stories each day. But it could be bad, in that the news they present and discuss is then based on the personal bias of each influencer, which is arguably a less transparent process than mainstream news outlets.
But that also depends on your perspective. Journalists, for the most part, work to uphold standards of integrity in their reporting, in order to limit the influence of personal bias, and present the key information within their updates. But increasingly, many news outlets have leaned into more controversial takes and opinions. Because that’s what works best with social media algorithms – you’re going to generate much more engagement, and thus, reach, with a headline that says something like ‘The President hates farmers’ as opposed to a more balanced report on the latest agricultural policy.
Many outlets have essentially weaponized this, and seem to employ partisan takes as a key element in their coverage, again, in order to maximize reader response, to get people commenting and sharing, and prompt more clicks.
Which definitely works, but it’s this approach that’s likely turned many younger consumers away from mainstream coverage, while the rising use of TikTok overall means that, one way or another, they’re going to get at least some news content there anyway.
Which could be a concern. Again, amid ongoing questions about the influence of the Chinese Government on the app, it seems like it should be a significant consideration that more and more young people are leaning on the app to stay informed about the latest news topics.
De Rapportera also looks at how news publishers are using TikTok, and what specific approaches are driving the most success.
“There’s no single recipe for success. Many publishers use a strategy based on hiring young creators who are native to the platform and its vernacular. This approach has connected strongly with audiences and brought critical acclaim but can make it harder to re-version content for other social platforms. Others have focused on showcasing the assets of the entire newsroom, including more experienced correspondents and anchors, delivering greater scale and flexibility but often without the same personal touch.”
So using platform-native influencers, and those more savvy with TikTok-specific trends, can help to increase engagement and performance. But there’s no definitive TikTok playbook, as such, that will lead to guaranteed, sustained success.
Which, in some ways, is because that’s not how TikTok is built. Unlike other social media apps, TikTok isn’t designed to get you to follow the people and companies that you like, in order to essentially curate your own experience.
On TikTok, the aim is to show you the most entertaining content, from anyone, in alignment with your personal interests, which you express by simply using the app. By expanding the pool of potential content to everybody, that gives TikTok’s algorithms a lot more ways to keep you glued to your feed – but the flipside is that it also makes it much harder for creators and brands to establish a following, and keep their audience coming back, as they can on other apps.
That puts more focus onto each post itself, and how entertaining your latest update is. Which is better for TikTok’s ecosystem in general, but it also means that there are more challenges in maintaining reach and resonance in the app.
That’s true for news organizations, but it’s also true for brands, because you can’t just get people to follow your brand in the app and hope that they’ll then see everything that you post.
On TikTok, it’s a new competition, every day, and if you’re not entertaining, and holding engagement with each update, you’re going to lose, on that day at least.
You can download the full Reuters Institute ‘How Publishers are Learning to Create and Distribute News on TikTok’ report här.
12 kraftfulla tips för e-postmarknadsföring du behöver veta
Ny rapport visar att unga användare i allt större utsträckning vänder sig till TikTok för nyhetsinnehåll
Google Search Console säger att webbplatser som använder Prenumerera med Google kan se en ökning av visningar och klick
TikTok drabbats av amerikanska stämningar om barnsäkerhet, säkerhetsrädsla
Sammanfattning av dagligt sökforum: 8 december 2022
How to Create an HTML Form That Sends You an Email
Facebook möjliggör nya sätt att tjäna pengar och snabbare utbetalningar
Vilka prenumerationer säger britterna upp i år?
TikTok står inför fler juridiska utmaningar när det gäller datainsamling och dess misslyckande med att skydda unga användare
Google-testning tar bort det uppskattade antalet sökresultat igen
B2C-marknadsföring: En guide för marknadsförare
Veckans erbjudanden med guld- och spotlight-rea, plus Xbox Black Friday-rea
Vampire Survivors tillgängliga idag med Xbox Game Pass för Xbox Series X|S och Xbox One
Xbox delar Community Safety Approach i Transparency Report
Identifiera en effektiv B2B-målmarknad för annonser
8 marknadsföringsstrategier för e-handel för 2022 och framåt
Hur Metaverse omformar turistnäringen
Deep Rock Galactic Säsong 03: Plaguefall infekterar Xbox
Tillgänglig nu: Bli frostig i Halo Infinites vinteruppdatering
Är läsnivå en Google Ranking Factor?
SÖKMOTORER6 dagar sedan
Google säger att om din viktigaste sida är hemsk, så är det en stor sak för SEO
SEO4 dagar sedan
7 sätt att använda Google Trender för SEO och innehållsmarknadsföring
SOCIAL7 dagar sedan
Meta lanserar två nya konstprojekt för att lyfta fram Metaversens kreativa möjligheter
SÖKMOTORER2 dagar sedan
Microsoft Advertising lägger till flyertillägg, dra tillbaka och återställ omvandlingar, kalendervy med annonsschema och mer