SOCIAL
Meta Announces Facebook Reels API to Enable Reels Sharing via Third Party Apps
Meta’s looking to help more creators and brands lean into Reels with the launch of the Facebook Reels API, which will enable the posting of Reels clips via third-party video creation apps and social media management tools.
That will complement the Instagram Reels API, which Meta launched back in June.
As explained by Meta:
“We realize that many creators and brands rely on third-party tools when creating Facebook Reels and we want to enable simplicity and ease of sharing video content from their tool or app of choice through the ‘share to reels’ feature.”
The Facebook Reels API will enable third-party platforms to provide ‘share to reels’ functionality, which will make it easier to manage Reels creation and posting within your broader social media management flow.
At launch, Meta has partnered with Jellysmack, Sprout Social and Wix as the first platforms to facilitate Reels posting, with more to follow shortly.
Which will help more brands create more Reels, which is the fastest growing content format on both Facebook and Instagram, and which Meta really, really wants people sharing more of to help negate the threat of TikTok.
But then again, more recent reports have suggested that Meta’s Reels push is losing steam, with users seemingly tiring of Meta’s expanding efforts to shove short-form videos into every surface that it can.
According to a leaked internal report, Reels engagement has declined 13.5% in recent months, while Instagram, in particular, is losing more ground to TikTok, in terms of time spent in-app, every day.
Part of the fault here has been attributed to Instagram’s recommendations algorithm, which Instagram admits it hasn’t got right as yet. But Meta remains confident that it can integrate Reels into both its main social apps, and make short-form video a bigger part of its offering, which will ultimately benefit creators and creators users alike.
It seems not everyone agrees, with many criticizing Meta for straying too far from its roots, as it chases every new trend. In this sense, maybe the flood of Reels is a step too far – and with that being the case, it’ll be interesting to see whether helping more brands post more Reels is actually a good thing.
Either way, we’ll likely find out, as more look to at least test Reels, and align with Meta’s latest content whim.
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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