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Ny rapport lyfter fram nedgången för Facebook och IG, eftersom TikTok blir det nya hemmet för underhållning

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TikTok is Fast Becoming a Key Search and Discovery Platform for Younger Audiences

Have you found yourself using Instagram way less of late?

The once trendsetting social platform seems to have lost its luster, in large part due to Instagram’s insistence on pumping more content from accounts that you don’t follow into your main IG feed.

The ‘inspiration’ for that approach is TikTok, which has seen great success by focusing on content, as opposed to creators, with the app opening to a ‘For You’ feed of algorithmically-selected clips, based on your viewing habits. Instagram, as usual, saw that as an opportunity, and it’s since been working to negate your direct input – i.e. the accounts that you’ve chosen to follow – by showing you more and more stuff that it thinks you’ll like.

Which is annoying, and personally, I don’t find Instagram anywhere near as engaging as it once was.

And it seems many other users agree – according to a new report from Wall Street Journal, Instagram engagement is declining, with Reels, in particular, seeing a significant drop-off in user engagement of late.

Som rapporterats av WSJ, TikTok users are spending over 10x as many hours consuming content in that app as Instagram users currently spend viewing Reels. According to a leaked internal report, Reels engagement is also in decline, dropping 13.6% in recent months – while ‘most Reels users have no engagement whatsoever.’ 

Meta has lightly refuted the claims, by stating that the usage data doesn’t provide the full picture. Though it declined to add any more context – which is Meta’s usual process when it can’t dispel such with its own insight.

Take, for example, total time spent in its apps. Back in 2016, as part of its regular performance reporting, Meta noted that people were spending more than 50 minutes per day, on average, using Facebook, Instagram and Messenger. It hasn’t reported any official stats on this ever since, which many believe is because that number has been in steady decline, and Meta sees no value in reporting that it’s losing ground, and has been for years now.

Meta, instead, is keen to talk about daily and monthly active users, where its figures are solid. But this almost feels like misdirection – Facebook and Instagram, in particular, have traditionally been based on building your social graph, and establishing a digital connection with the people that you know and want to stay connected with, and informed about.

As such, it makes sense that a lot of people log onto these apps each day just to see if their friends and family have shared anything new. That doesn’t, however, mean that they’re spending a lot of time in these apps.

Which is another reason why Meta’s trying to push more interesting content into your main feed, and in between updates from your connections – because if it can hook those people that are just checking in, then logging straight back out, that could be a key way to get its engagement stats back on track.

But it’s not working.

Again, Facebook and Instagram have spent years pushing you to establish connections with the people that you care about, even introducing an algorithm to ensure that you see the most important updates from these users and Pages every day.

At one point, Facebook noted that an average user was eligible to see over 1,500 posts every day, based on the people and Pages they were connected to – which is way more than they could ever view in a single day. So it brought in the algorithm to help maximize engagement – which also had the added benefit of squeezing Page reach, and forcing more brands to pay up.

But now, Facebook is actively working to add in even more content, cluttering your feed beyond the posts that you could already be shown, and making it harder than ever to see posts from the people you actually want to stay updated on.

Hard to see how that serves the user interests.

And again, it seems that users are understandably frustrated by this, based on these latest engagement stats, and previously reported info from Facebook which showed that young users are spending less and less time in the app.

Because it’s fundamentally going against its own ethos, purely for its own gain.

Accept it or not, people go to different apps for different purpose, which is the whole point of differentiation and finding a niche in the industry. People go to TikTok for entertainment, not for connecting with friends (worth noting that TikTok has actually labeled itself an ‘entertainment app’, as opposed to a social network), while users go to Facebook and IG to see the latest updates from people they care about.

The focus is not the same, and in this new, more entertainment-aligned paradigm, Meta’s once all-powerful, unmatched social graph is no longer the market advantage that it once was.

But Meta, desperately seeking to counter its engagement declines, keeps trying to get people to stick around, which is seemingly having the opposite effect.

Of course, Meta needs to try, it needs to seek ways to negate user losses as best it can – it makes sense that it’s testing out these new approaches.

But they’re not the solution.

How, then, can Instagram and Facebook actually re-engage users and stem the tide of people drifting across to TikTok?

There are no easy answers, but I’m tipping the next phase will involve exclusive contracts with popular creators, as they become the key pawns in the new platform wars.

TikTok’s monetization systems are not as evolved, and YouTube and Meta could theoretically blow it out of the water if they could rope in the top stars from across the digital ecosphere.

That could keep people coming to their apps instead, which could see TikTok engagement wither, like Vine before it.

But other than forcing people to spend more time on Facebook, by hijacking their favorite stars, there’s not a lot of compelling reasons for people to spend more time in Meta’s apps. At least, not right now, as they increasingly dilute any form of differentiation.  

But essentially, it comes down to a major shift in user behaviors, away from following your friends, and seeing all the random stuff that they post, to following trends, and engaging with the most popular, most engaging content from across the platform, as opposed to walling off your own little space.

At one stage, the allure of social media was that it gave everyone their own soapbox, a means to share their voice, their opinion, to be their own celebrity in their own right, at least among their own networks. But over time, we’ve seen the negatives of that too. Over-sharing can lead to problems when it’s saved in the internet’s perfect memory for all time, while increasing division around political movements has also made people less inclined to share their own thoughts, for fear of unwanted criticism or misunderstanding.

Which is why entertainment has now become the focus of the next generation – it’s less about personal insights and more about engaging in cultural trends.

That’s why TikTok is winning, and why Facebook and Instagram are losing out, despite their frantic efforts.

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YouTube delar med sig av 2022 års bästa skapare, klipp och annonser

Publicerad

YouTube Shares the Top Creators, Clips and Ads of 2022

YouTube har publicerat sin lista över topptrendande videor och skapare 2022, vilket ger en intressant översikt över året som var inom underhållning online.

Börjar med de mest sedda klippen, den bästa videon postades av spellegenden Technoblade, där hans far delar Technoblades avskedsmeddelande som han komponerade innan han gick bort på grund av cancer.

Technoblades slutliga uppladdning har visats över 87 miljoner gånger, vilket är ett bevis på det inflytande skaparen hade inom det bredare spelcommunityt.

Det näst mest sedda klippet var Will Smiths ökända konfrontation med Chris Rock på Oscarsgalan, följt av en annan spelstreamer, Dream, och hans ansiktsavslöjande klipp.

Spelets inflytande på onlinekulturen visas återigen hos YouTubes toppspelare, där flera av de bästa kanalerna och klippen har länkar till speltrender.

Skämtvideor är också framträdande, vilket är en potentiellt mer oroande trend, med vissa tänjer på gränserna och leder till skada, medan halvtidsshowen i Super Bowl också hamnar på topp 10-listan.

När det gäller kreatörer är det en liten överraskning att se MrBeast toppar listan:

Amerikanska toppskapare

  1. MrBeast (114 miljoner prenumeranter)
  2. NichLmao (18,7 subs)
  3. Airrack (10,7 miljoner prenumeranter)
  4. Ryan Trahan (11,1 miljoner prenumeranter)
  5. Isaiah Photo (8 miljoner prenumeranter)
  6. Brent Rivera (22,3 miljoner prenumeranter)
  7. Dan Rhodes (18,8 miljoner prenumeranter)
  8. Luke Davidson (9,31 miljoner subs)
  9. CoryxKenshin (15 miljoner subs)
  10. Ian Boggs (8,07 miljoner prenumeranter)

Jimmy Donaldson har blivit YouTubes största framgångssaga, kör om PewDiePie för att bli den mest prenumererade skaparen, och parlayer hans YouTube-framgång i olika andra affärsströmmar, inklusive BeastBurger restauranger, Festmåltider chokladkakor med mera. Donaldson har till och med beskrivit sin långsiktiga plan för att kandidera som president. Vilket förmodligen inte är ett genuint mål, men då igen...

YouTube har också tillhandahållit en lista över Breakout Creators för året, som inkluderar olika Shorts-fokuserade stjärnor.

Breakout skapare

  • NichLmao (18,7 subs)
  • Airrack (10,7 miljoner prenumeranter)
  • Jooj Natu ENG (6,03 miljoner prenumeranter)
  • Shangerdanger (4,03 miljoner prenumeranter)
  • David The Baker (2,47 miljoner prenumeranter)
  • Kat (5,2 miljoner prenumeranter)
  • Dayta (4,39 miljoner prenumeranter)
  • Devin Caherly Shorts (3,61 miljoner prenumeranter)
  • MDMotivator (4,17 miljoner prenumeranter)
  • Charles Brockman III (TheOnly CB3) (2,41 miljoner subs)
     

Som nämnts är det en intressant översikt över året som var, men ur ett kreativt perspektiv är det svårt att ta många tips från vad dessa toppstjärnor gör och tillämpa det på ditt eget tillvägagångssätt.

MrBeast genererar det mesta av sin virala dragkraft genom att göra löjligt dyra stunts, medan spelskapare uppenbarligen är spelfokuserade, vilket inte är alltför användbart för att fastställa nästa stora trender.

Majoriteten av de bästa kreatörerna fokuserar på stora utmaningar, som att överleva på 1c per dag eller att bo i Metaverse under 24 timmar.

Jag antar att om du var ute efter att utnyttja sådana, skulle det vara nyckelläxan, stora utmaningar och storslagna projekt som genererar viral dragkraft genom att människor delar klippen med sina vänner.

YouTube har också delat med sig av årets bästa annonser:

Globala toppannonser

  1. Amazon (USA)
  2. Telekom Egypten (Egypten)
  3. Sammandrabbning av klaner (USA)
  4. Äpple (USA)
  5. Hyundai över hela världen (USA)
  6. Föreställ dig ditt Korea (Korea)
  7. HBO Max (USA)
  8. Netflix (USA) 
  9. Chevrolet Brasil (Brasilien)
  10. Squarespace (USA)

Det ger ett mer specifikt perspektiv för marknadsförare, med exempel på hur andra varumärken genererar dragkraft med sina reklamklipp – även om de flesta av dem är kändisledda produktioner med stor budget, så återigen, det finns inte en hög för mindre kreatörer att nödvändigtvis ta från dessa trender.

Jag menar, två av de tio bästa annonserna har K-pop megaband BTS, medan andra har stjärnor som Scarlett Johannsson och Zendaya.

Men samtidigt betyder det inte att kreativiteten inte kan vinna.

Denna annons från Telecom Egypt, tvåa på listan ovan, använder ljusa färger och musik för att sälja varumärkets budskap.

Och verkligen, om du behöver kreativ inspiration, kan du kolla in YouTube Shorts och TikTok för att se de senaste trenderna som toppkreatörer lutar sig åt med sin videostrategi.

Sammantaget är det ett intressant perspektiv på året, som kan hjälpa dig att vägleda dig mot toppstjärnorna i appen. Men kanske inte alltför lärorikt för ditt eget kreativa förhållningssätt.

Du kan kolla in YouTubes 2022 års översikt här.

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