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Meta Launches ‘Share to Reels’ Option for Third Party Developers to Help Fuel Reels Usage

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Meta Launches 'Share to Reels' Option for Third Party Developers to Help Fuel Reels Usage

As interest in short-form video continues to rise, Meta is adding another way to lean into the trend, with a new ‘Share to Reels’ option for third-party developers that will make it easier for users of non-Meta apps to share their creations direct to Facebook Reels.

As you can see in these examples, with this new integration, third-party apps will be able to add in a ‘Share to Facebook Reels’ button, providing more creative options and tools to integrate into the Reels experience.

As explained by Meta:

Enabling Sharing to Reels makes it easy for people to share short-form videos directly to Facebook. Once integrated, third-party apps will have a Reels button so people can share short videos, then customize with Reels editing tools like audio, text, effects, captions and stickers.”

Essentially, as Meta notes, instead of downloading any videos that you create in third-party tools, and uploading them manually later on, you’ll now be able to post Reels clips from non-Meta apps with the tap of a button.

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At launch, Meta has announced new integrations with Smule, Vita, and VivaVideo, each of which will now have ‘Share to Facebook Reels’ options built-in, providing a heap more options for creators, and likely broader awareness of Reels as a platform.

It may be a direct copy of TikTok, and it may not hold the same appeal to users as TikTok’s addictive ‘For You’ feed. But either way, Reels usage is growing over time.

Reels is now Facebook’s fastest-growing content format, and with Reels available in more than 150 countries across the globe, it’s also gained first-mover advantage in many markets, because Meta has been able to bring Reels to them before TikTok can gain traction, which has undoubtedly impacted TikTok’s expansion, at least to some degree.

Which is the real aim.

Interestingly, former Meta staffer Michael Sayman recently noted this about the expansion of Stories across Facebook and Instagram.

[Translation of initial tweet: “You were the one to blame for them copying the concept of “stories” lol”]

So despite Stories maybe not being a hit on Facebook, and gaining the traction that it did on Snapchat and IG, that didn’t really matter – Meta’s real aim was to, as Sayman notes, “take away the uniqueness of the feature”, which essentially nullified any potential competitive advantage that Snap could have held.

That’s evidently the same playbook that it’s following with Reels, releasing the option as far and wide as possible to ensure that TikTok doesn’t hold any unique value proposition, which will then slow the migration of users away from its apps.

If people can get the same functionality in Facebook and Instagram, many simply won’t bother with downloading an entirely new app, and then having to start a new network of friends, building a new profile of interests, etc.

Which is especially interesting when you also consider that TikTok is on track to reach 1.5 billion users in 2022. Without Meta’s negating tactics, imagine what TikTok’s true user count might be.

Either way, adding more integration options is another way to boost Reels usage, and with the potential of Facebook’s scale as a lure, many developers will indeed be keen to add the option into their apps.

You can read more about Meta’s ‘Sharing to Reels’ developer process here.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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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.

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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.

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Catering to specific audience boosts your business, says accountant turned coach

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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.” 

“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.

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“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.

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Instagram Tests Live-Stream Games to Enhance Engagement

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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.

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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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