SOCIAL
TikTok Announces a Huge Increase to its Video Descriptions as it Leans into Discovery
TikTok’s giving users more room to explain their content, and connect with interested users, with a massive expansion of its video description field.
Woah…! TikTok has increased video description character limit to 2,200 characters!
This is huge for creators and massive in terms of TikTok’s plans for becoming a search engine pic.twitter.com/kGhnL97uUM
— Matt Navarra (@MattNavarra) September 23, 2022
As you can see in this notification, posted by social media expert Matt Navarra, TikTok has expanded the post description field from 300 characters to 2,200 – a 730% increase in the space available to outline your clip.
As explained by TikTok:
“This allows you to express more details about your creations, describing what your videos show, giving you the opportunity to get closer to your audience, generating more engagement while becoming more searchable and better recommended by TikTok to viewers.”
The ‘searchable’ element is the key focus in this respect.
As we reported recently, TikTok is fast becoming a key search platform for younger audiences, with Google’s VP Prabhakar Raghavan recently noting that:
“In our studies, something like almost 40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search. They go to TikTok or Instagram.”
That presents significant opportunity for TikTok, using its highly attuned, personalized, algorithmic approach to refine and showcase relevant search matches, which will increasingly relate to each users’ interests.
That’s how search already functions in the Chinese version of the app, Douyin, with many users now turning to the app for more customized discovery.
As explained by Connie Chan of Andreesen Horowitz:
“On Douyin, which has been monetizing short-form video search for years, videos are often tagged with the names of stores and other locations, and tapping on these links takes users to in-app pages where they can take advantage of large discount coupons or special bookings.”
Chan explains that by using its algorithmic advantages in understanding user behaviors, Douyin is able to highlight more relevant search matches to each user, which improves the discovery process, while also enabling people to take advantage of discounts and other offers in the app.
“Thanks to the algorithms and user behavior on Douyin, the app can push new places to a user that he or she would never have thought to search for. Short video effectively enables the continuous discovery of the best places around you, and it gets better with every swipe as the platform better understands you and your interests.”
TikTok’s now looking to tap into the same.
Last month, TikTok launched a new ‘Nearby’ content feed in testing, which displays content posted by users in your current location.
As it’s rolled out more broadly, that’ll enable TikTok to showcase locally relevant updates, based on the content that you engage with in your main ‘For You’ feed – which means that TikTok will be able to highlight more posts from local business, events and locations, that relate to your interests.
The added room for your descriptions will enhance this, with more opportunities for keyword matching, in order to showcase more relevant, local content, which could be a big help in highlighting relevant businesses to interested users. And if it follows the lead of Douyin, that could enable brands to offer discounts and connection options direct in-app, utilizing TikTok’s massive presence to great effect.
And with projections that TikTok will reach 1.5 billion users before the year is out, that could be a huge consideration for businesses.
It’s not there just yet, but based on where Douyin has gone with search, you can see the likely roadmap, which could make TikTok an even more important platform for local brands, directly connecting intent and interest to their offerings.
‘More searchable and better recommended’. This is the key note of focus from TikTok’s announcement, and it’s these elements that could become much bigger points of note for brands moving forward.
These are just the first steps, and it may well be worth considering how building a TikTok presence now could help you capitalize on these trends as they become more significant elements in future.
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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