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Instagram Moves to Next Stage of Development with Creator ‘Media Kit’ Option

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Instagram Moves to Next Stage of Development with Creator ‘Media Kit’ Option

Instagram continues to push ahead with its plans for a new in-app Media Kit creation option for talent, which would guide creators through the process of building their own pitch to brands, with a view to securing more influencer marketing deals.

Originally spotted in testing last month, Instagram has now seemingly moved to the next stage of development for the option, with a new welcome screen, and an overview of how the process will work.

As you can see in this screenshot, posted by app researcher Alessandro Paluzzi, Instagram has now added a new intro flash screen for its Media Kit, which it’s now calling ‘Creator Portfolio’ instead.

As Instagram notes, the benefit of the Creator Portfolio, over a Creator Marketplace listing, is that it would then enable creators to share their profile direct with potential partners in-app.

Instagram has also added this new overview screen:

Instagram Creator Portfolio

Instagram has already confirmed that it’s experimenting with the option, though it remains an internal prototype at this stage.

It’s interesting to see how Instagram’s working to boost its appeal to creative talent, as it seeks to keep them posting to its app, instead of floating off to TikT0k or YouTube instead.

That effort is likely now seeing even greater emphasis, with Instagram CEO Adam Mosseri recently informing his team that the app is falling behind in various key measurables related to the creator push.

Enligt The Information:

“In [an internal] memo, Mosseri said that surveys of creators showed that Instagram “lag[s] behind TikTok and YouTube on all the dimensions that are most important to creator satisfaction,” including several unrelated to the ability to make money, such as “fun, reach, fair algorithm and care.” Mosseri also said the team is “behind where we need to be” on initiatives to help creators make money on the platform but is “upping our urgency and progress.”

Part of Instagram’s big push to get creators more exposure in the app – pumping more AI-recommended posts from profiles that users don’t follow into their feeds – has also proven largely unpopular, with Instagram now quickly losing ground, in terms of time spent, to TikTok and YouTube. 

eMarketer social media time spent data

So its creator push isn’t exactly going to plan – but maybe, IG still has a few tricks up its sleeve to help improve its creator appeal, and get more talent sharing their latest content to the app, as opposed to building their presence on those other video platforms.

But it’s got its work cut out for it. YouTube recently announced that, over the past three years, it’s paid out more than $50 billion till creators, artists and media companies via the YouTube Partner Program for monetization, while TikTok is clearly the app of the moment, and has largely stolen IGs thunder, amid its various stumbles and missteps as it’s struggled to keep up.

Copying Stories worked, and negated Snapchat almost entirely, slowing its growth to a crawl for some time. Copying TikTok has not proven as effective, likely because it’s involved a wholesale revamp of the app.

People seemingly don’t want another, lesser version of TikTok, and the more that IG contorts itself to try and be more like TikTok, in line with trends, the more it loses any semblance of individual appeal, which, seemingly, is lessening its relevance overall.

Maybe, through some exclusive creator deals, it can still get things back on track. But it does also feel like a reckoning is coming for the ‘Creator Economy’, where the truth – that 99% of creators will never make any significant money – is going to derail the entire push.



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Moore Digital Names Two Executives To Serve Nonprofit Fundraisers 02/07/2023

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Moore Digital Names Two Executives To Serve Nonprofit Fundraisers 02/07/2023

Moore Digital, which assists nonprofit clients with fundraising, has named Adva Priso as chief strategy officer and Bonnie Huey as senior vice president of
digital media.

They are joining a team of “more than 70 top digital experts from across the for-profit and nonprofit industries, including strategists,
media planners and …



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Pinterest Now up to 450 Million Active Users, Posts Solid Numbers in Latest Performance Report

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Pinterest Now up to 450 Million Active Users, Posts Solid Numbers in Latest Performance Report

Pinterest has posted its Q4 and full-year earnings for 2022, showing steady increases in both users and revenue, as it continues to build out its various offerings.

First off, on users, Pinterest added five million more active users – most of them coming from Europe – within the final measurement period of last year.

That’s a good sign for Pinterest, which actually lost users in early 2021, after the COVID-induced boom in eCommerce activity of the previous year, which saw the platform post record high usage numbers.

Many analysts and businesses seemed convinced that the COVID boost to online shopping would hold, even after the pandemic ended. That lead to companies like Meta, Google, Amazon and Twitter investing big into commerce solutions – but many of the staff they put on were eventually culled in the most recent round of lay-offs, because once physical stores re-opened, people actually did go back to shopping as normal, as opposed to continuing to rely on online options.

Pinterest felt that the most, but now, it’s steadily building back up again, as it continues to refine its solutions around evolving shopping behaviors. Which includes video content.

Pinterest’s big winner on this front has been Idea Pins, its Stories-like option which presents uploaded video in a swipeable, full-screen display.

Pinterest Ideas Festival updates

The emphasis on this format has helped boost the platform’s appeal with younger audiences, with Pinterest reporting that Gen Z was the fastest-growing demographic on the platform, increasing double digits year over year.

“Gen Z sessions grew much faster year over year than sessions from older demographics, while nearly half of all new videos pinned in Q4 were from Gen Z users.”

Pinterest also says that sessions continued to grow faster than MAUs, an indicator that it’s driving better engagement overall, while it also increased its overall video supply by 30%, another marker of the popularity of Idea Pins.

Because you can’t post video as a native pin anymore, only in Idea Pins (or paid ads), underlining the focus on the format, and Pinterest’s evolving usage.  

On the revenue front, Pinterest posted a 4% year-over-year increase, after bringing in $877 million Q4.

Pinterest Q4 2022

As you can see in this chart, Pinterest’s revenue is climbing steadily, though its revenue splits remain concerning:

Pinterest Q4 2022

Or maybe you see this as an opportunity, with Pinterest still able to potentially eek out a lot more revenue from regions outside of the North American market. Definitely, it’s got some work to do in that ‘Rest of World’ bracket.

But Pinterest is still developing, and is still expanding its ad and business offerings into new regions. So there is, indeed, potential there – yet the size of the gap here is a concern.

Still, there is growth, slowly but surely, and maybe, if you’re a believer, you can see more ways for Pinterest to generate much bigger revenues moving forward.

Pinterest remains focused on shopping, and highlighting relevant products to users, with its ever-evolving recommendation engine providing better content matches to more users every day. It’s also investing in live-stream shopping, a trend that all platforms hope will catch on in western markets, while it’s developing more presentation tools for Idea Pins to capitalize on that engagement.

In combination, these approaches are working – but at the same time, usage growth in your local market may have stalled, going on these charts.

And of course, while overall growth is interesting, what marketers want to know is whether their customers are there.

For this, you can use Pinterest Trends, which enables you to search for the most popular Pin trends by region.

Pinterest Trends

Tap into these with Idea Pins and you’ll likely be on the right path, based on these latest insights from the app.

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These Guys Are Stupid, And I'm Being Charitable

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These Guys Are Stupid, And I'm Being Charitable

Why do some organizations still solicit funds the way they did in the 1960s? You need to take a smarter marketing approach, or you’ll waste money like they do. I’m still getting about two bucks a month in cash from stupid, misguided charities that insist on sending me actual money in the mail. I get …

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