Ta kontakt med oss

SOCIAL

Instagram’s Chief Outlines the Key Areas of Focus for the App in 2022

Publicerad

Instagram's Chief Outlines the Key Areas of Focus for the App in 2022


Throughout 2021, we saw Instagram copy virtually everything that TikTok has to offer, and according to Instagram chief Adam Mosseri, you can expect even more of the same in 2022, as the platform looks to focus on its key areas of growth – and in particular, consolidating its video formats to maximize engagement.

In the above video post, in which Mosseri sums up the past year, he also says that Instagram will be focused on two key themes in 2022 – ‘Video and Control’

On the video front, Mosseri says that – you guessed it – Reels will remain the key focus:

“We’re going to double-down on our focus on video and consolidate all of our video formats around Reels”

The rise and rise of TikTok has consequently increased the pressure on Instagram, which was once the leading platform for young people to connect, and since then, IG has been scrambling to catch up, in any way that it can, which has lead to mixed results from a perceptual and usage standpoint.

But from an overall usage standpoint, those efforts have worked. Back in June, Meta CEO Mark Zuckerberg noted that Reels had become the largest contributor to engagement growth on Instagram, and with the broader consumer shift towards short-form video, it makes sense for Instagram to also move with the times, and align with what people want to see.

So what will that look like in practice?

We’re already seeing it, with Reels clips now being integrated into your main Instagram feed, while Instagram also merged its video formats back in October, and has since been automatically defaulting shorter videos into Reels clips as it looks to expand Reels reach and exposure.

Eventually – and I’ve been saying this for a couple of years now – I suspect Instagram will open to a full-screen Reels/Stories feed, moving away from the traditional home stream of static posts, which will put significantly more focus on the format, and make it the primary connection option, again moving more into line with TikTok.

Is that a good thing? Will it help Instagram slow TikTok’s momentum?

A lot comes down to your personal perspective, but for Instagram, and parent company Meta, the numbers will tell the ultimate tale. Even if you think their replication efforts are a little cheap and tacky, if engagement rises as a result…

Mosseri also notes that Instagram will be looking to make messaging a bigger focus in the app, which is now ‘the primary way that people connect online’, while it will also be looking to add more monetization tools for creators in the app.

And the final element of focus is transparency, and providing more insight into ‘how Instagram works’.

That will likely come in the form of Instagram’s coming chronological feed toggle, which will give users the capacity to easily switch to a reverse chronological post feed – though it won’t be a saveable option (i.e. you’ll need to manually switch to the chronological feed every time you open the app).

It’ll be interesting to see what other transparency elements Instagram looks to implement, in an effort to give users more control over their experience, and overall, it’ll be interesting to see whether Instagram’s continued push into TikTok-like territory will be its saving grace or its death knell.

I mean, Instagram is far from failure in this respect. The app has more than a billion users (reportedly, Instagram now has more than 2 billion users, but that number has not been officially confirmed), and it’s still a key connection option for many, while its eCommerce push is also sparking new behaviors and trends in the app.

There are plenty of ways for Instagram to remain relevant and strong – but whether becoming more like TikTok will help it maintain connection with younger audiences is unclear.

Maybe, through enhanced opportunities for creators, it can lure more big names to its app, and away from TikTok, which will be a key pathway to ongoing growth, or maybe, through Meta’s coming AR wearables, Instagram will take on a new form of relevance in the coming AR shift.

There’s a lot to come, and you can expect a lot of change at IG as a result.

Also, more TikTok – you’ll see more and more TikTok-like elements, as has become the norm for the app.

Bonus: Instagram has also published its top hashtags of 2021:

Instagram top hashtags of 2021

Handy trend notes for your reference.





Source link

SOCIAL

Things May Finally Be Looking Up for Meta Stock

Publicerad

Things May Finally Be Looking Up for Meta Stock

Last year was brutal for Meta Platforms (META 3.01%). The Facebook, Instagram, WhatsApp, and Messenger parent’s ad revenue suffered as a weak macroeconomic environment and changes to ad tracking and measurement on Apple‘s mobile operating system combined to create a significant headwind.

This headwind wreaked havoc on the stock, with shares of the tech company declining 65% last year. But The Wall Street Journal reported on Friday that there may be some signs of improvement in Meta’s business — something that could prove to be a catalyst for the stock.

Here’s a look at why 2023 could be a decent year for Meta’s business and possibly its stock, too.

Meta’s nightmare 2022

It’s not surprising that Meta’s stock took a beating last year. The bad news started early in 2022, when Meta reported its fourth-quarter 2021 results and said first-quarter revenue growth would slow dramatically due to Apple’s iOS changes, a weak macroeconomic environment, and a shift of user engagement within the company’s apps to its TikTok-like Reels format, which was monetizing at a lower rate than its more mature formats. 

These trends largely persisted throughout 2022, as revenue growth decelerated dramatically in Q1 and turned negative by Q2. Revenue growth continued to decline on a year-over-year basis in Q3, and management said it expected fourth-quarter revenue to decline between 3% and 11% year over year. The midpoint of this range would be worse than the company’s 4% revenue decline in Q3.

A turnaround may be underway

While Meta’s performance was dismal last year, management emphasized on several occasions that it was confident it could turn things around eventually. In particular, the social media company believed it would be able to build out solutions to make its ad tracking and measurement less reliant on Apple’s mobile operating system’s capabilities. Further, Meta said throughout the year that even though its Reels format may be a headwind today, it would become a tailwind as the company improved its monetization.

Based on a report from WSJ on Friday, Meta has been making progress on these fronts. Investment in artificial intelligence tools to improve ad-targeting and forecasting and a shift to ad products that are less reliant on Apple’s mobile operating system are paying off, WSJ reports. “Executives told employees in October that Meta expected to begin rebounding from Apple’s change as soon as that quarter, which ended Dec. 31,” wrote WSJ‘s Jeff Horwitz and Salvador Rodriguez, citing “internal documents” at Meta.

Of course, it’s still impossible to know what Meta’s fourth-quarter results may look like. We’ll find out when the company reports fourth-quarter results on Feb. 1. It’s worth noting that Meta’s third-quarter report was released toward the end of October — the same month WSJ said executives reported these improvements to employees, and almost a month into Q4. Management, therefore, likely attempted to conservatively bake in any improvements it was seeing into its fourth-quarter revenue guidance.

While it’s possible Meta surprises to the upside for its fourth-quarter 2022 results, the internal documents WSJ cites at least provide an encouraging backdrop for a potential turnaround in the company’s top-line trajectory in 2023.

Randi Zuckerberg, a former director of market development and spokeswoman for Facebook and sister to Meta Platforms CEO Mark Zuckerberg, is a member of The Motley Fool’s board of directors. Daniel Sparks has no position in any of the stocks mentioned. His clients may own shares of the companies mentioned. The Motley Fool has positions in and recommends Apple and Meta Platforms. The Motley Fool recommends the following options: long March 2023 $120 calls on Apple and short March 2023 $130 calls on Apple. The Motley Fool has a disclosure policy.

Source link

Fortsätt läsa

SOCIAL

Twitter Publishes 2023 Marketing Calendar to Assist with Campaign Planning

Publicerad

Twitter Publishes 2023 Marketing Calendar to Assist with Campaign Planning

Looking to map out your content calendar for the year ahead?

This will help – Twitter has published its annual events calendar, which highlights all of the key dates and celebrations that you need to keep in mind in your planning.

The interactive calendar provides a solid overview of important dates, which could assist in your strategy. You can also filter the list by region, and by event type.

Twitter marketing calendar 2023

You can also download any specific listing, though the download itself is pretty basic – you don’t get, like, a pretty calendar template that you can stick on your wall or anything.

Twitter marketing calendar 2023

Twitter used to publish downloadable calendars, but switched to an online-only display a couple of years back. Which still includes all the same info, but isn’t as cool looking.

Either way, it may help in your process, as you map out your 2023 approach.

In addition to this, Twitter’s also published an overview of some of the major events that it’ll be looking to highlight in the app throughout the year, along with a pitch to advertisers, amid the more recent chaos at the app.

As per Twitter:

We’re moving more quickly than ever, and we’re still the place people turn to see and talk about what’s happening. A great example is the recent FIFA Men’s World Cup. We saw a whopping 147B impressions of event-related content on the platform, up nearly +30% from 2018. We also generated 7.1B views on World Cup video1, with everything from memes to nail-biter outcomes to history being made.”

There’s also this:

Not only is Twitter alive with content and conversation around big moments, but we are also growing. We saw global mDAU acceleration in Q4 to 253.1M, driven by an average sign-up rate of more than 1 million new daily users across Q42.”

That’s the first official usage stat Twitter has shared since Elon Musk took over at the app, and is a significant jump on the 238 million mDAU that Twitter reported in Q2 last year, its last market update before the sale went through.

It’ll be interesting to see if that usage level holds, as Twitter works through its latest changes and updates.

You can check out Twitter’s 2023 marketing calendar here.



Source link

Fortsätt läsa

SOCIAL

‘Stop the hate’ online, UN chief pleads on Holocaust Day

Publicerad

A person visits the Holocaust Memorial, in Berlin, Germany on January 27, 2023, on International Holocaust Remembrance Day

A person visits the Holocaust Memorial, in Berlin, Germany on January 27, 2023, on International Holocaust Remembrance Day – Copyright AFP Michal Cizek

The UN secretary-general warned of social media’s role in spreading violent extremism around the globe as he marked Holocaust Remembrance Day on Friday, urging policy makers to help stop online hate.

Antonio Guterres said parts of the internet were turning into “toxic waste dumps for hate and vicious lies” that were driving “extremism from the margins to the mainstream.”

“Today, I am issuing an urgent appeal to everyone with influence across the information ecosystem,” Guterres said at a commemoration ceremony at the United Nations. “Stop the hate. Set up guardrails. And enforce them.”

He accused social media platforms and advertisers of profiting off the spread of hateful content.

“By using algorithms that amplify hate to keep users glued to their screens, social media platforms are complicit,” added Guterres. “And so are the advertisers subsidizing this business model.”

Guterres drew parallels with the rise of Nazism in 1930s Germany, when people didn’t pay attention or protest.

“Today, we can hear echoes of those same siren songs to hate. From an economic crisis that is breeding discontent to populist demagogues using the crisis to seduce voters to runaway misinformation, paranoid conspiracy theories and unchecked hate speech.”

He lamented the rise of anti-Semitism, which he said also reflects a rise of all kinds of hate.

“And what is true for anti-Semitism is true for other forms of hate. Racism. Anti-Muslim bigotry. Xenophobia. Homophobia. Misogyny”

Source link

Fortsätt läsa

Trendigt

sv_SESvenska