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Wither the Instagram influencer? New analysis of social media marketing

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Wither the Instagram influencer? New analysis of social media marketing

Image: – © AFP Charly TRIBALLEAU

Working alongside a celebrity or well-known public figure in order to advertise a product or service online is not a new concept. Famous people with influence have been used by corporations as part of a larger advertising tool for decades. However, for some industries and according to some marketers, we are in the age of the influencer.

The rise of the influencer matches the increase in influence of social media. As the Internet has developed, social media platforms have become increasingly accessible to people. So, it comes as no surprise that influencer culture has spread to each of these.

This interconnection has not remained static. In a bid to discover which social media platforms have produced the biggest full-time creators, Higher Visibility has analysed the influencers with the highest follower count on each of the most popular influencer-led social media sites. The findings have been shared with Digital Journal.

The analysis finds that 65 percent of the world’s biggest online creators utilise TikTok as their main platform as of 2023. Organic reach for brands on TikTok is reported to be 118 percent, and when compared to the likes of Instagram which is reported at 13.51 percent, the difference is considerable.

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Of the top-performing creators of 2023, 35 percent started their careers on YouTube and 10 percent of the world’s most popular creators began their careers on Vine. The majority of full-time creators on YouTube have found less success on alternate platforms.

Vine, despite shutting down in 2016 after three years in circulation the platform, played host to some of today’s most well-known creators. The majority of which have found further success on Instagram.

The importance of YouTube is apparent in the finding that 80 percent of popular creators who began their careers on YouTube have stayed on the same platform.  In contrast, Instagram appears to be waning. Though Instagram is seen as an ‘influencer platform’, just 10 percent of the most popular creators in 2023 currently use it as their main platform.

Instagram places last with the lowest amount of average followers among the top 10 creators on the app. It was said in 2019 that the Instagram aesthetic was ‘over’, with users on the lookout for more real-life, relatable content on other platforms instead of the glossy, idealised lifestyles promoted through carefully curated feeds on the picture-sharing platform.

From the market study, although this platform may once have been the go-to app for influencer culture times are, without a doubt, changing.

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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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