The Wrap Up - Top 5 Social Media Updates in January
1: Instagram Launches Subscriptions and Video Remix Options Are Expanded
This month was big for Instagram with multiple platform updates. We have identified the two game changers that will impact how users interact with the app moving forward, starting with Subscriptions.
While this hasn’t been globally launched yet, Subscriptions is in the live testing phase providing more ways for creators to earn through the platform. We can see that Instagram is looking for users to keep their content on IG rather than using Tik Tok or YouTube where there is arguably more support for creators in this space.
“With Instagram Subscriptions, creators can develop deeper connections with their most engaged followers and grow their recurring monthly income by giving subscribers access to exclusive content and benefits, all within the same platform where they interact with them already.” - Instagram, January 2022
Source: Social Media Today
A handful of creators in the platform now have access to the function as signified by a ‘Subscribe’ button at the top of their feed. Those that have access can charge a monthly amount between $0.99 - $99.99 for subscription. There are different exclusive content levels creators can give access to:
Subscribers-Only Lives - Broadcast exclusive Lives to subscribers.
Subscribers-Only Stories - Create exclusive stories just for subscribers. Creators will also be able to save these stories to subscribers-only highlights. These stories will have a purple ring to signify a subscription is required.
Subscriber Badges - You will see a subscriber badge next to comments and inbox messages so they it’s easy to identify subscribers.
Meta has stated that they won’t take a cut of the fan subscriptions until at least 2023, though any funds will be subject to app store fees which on iOS is 30%. Something to keep in mind for when this function is rolled out worldwide.
The second major update on Instagram this month is that video remix options have expanded. Previously this function was only available for Reels, however now that video across the app has been integrated in the same space, it makes sense that you can respond and reinvent existing videos in this way. For brands, this could pose a great collaboration opportunity with creators around key campaign moments. There is also space to start “trends” around key dates, like International Women’s Day in March, encouraging users to participate in an active, visual conversation.
Source: Social Media Today
Users will be able to activate the option to remix on each individual post as shown below, similar to Tik Tok.
Source: Social Media Today
2: Retirement of LinkedIn Lite App
Remember LinkedIn Lite? Don’t worry, I don’t either! While not widely used it was initially launched in 2017 to help allow all members to access the platform. It was designed to load quicker and use less data, helping countries that have tighter data plans. Unfortunately as the primary app has continued to grow the Lite app was left behind.
Moving away from the lite version will increase the primary app’s engagement and overall usage with the total 810 million members worldwide. The Lite app will be deactivated completely on March 15th, 2022.
3: Twitter Flocks
Similar to Close Friends on Instagram, Twitter announced this month that they are trialling a feature that allows you to share tweets with a select group of people that they will term a “Flock”. Last July, Twitter previewed the feature calling it “Trusted Friends”, however, since then the function has been in development. There has now been more details revealed on how Flocks will work:
You can choose up to 150 people to include in your Twitter Flock
Only chose people can view and reply to Tweets
People won’t be notified if you remove them from the list
A label will be applied to Tweets that will indicate that you can see that particular piece of content because you’re in the creator’s Flock. Creators will be able to choose their audience prior to hitting publish.
While there is no further news on the feature at this stage, and the name “Flocks” is just a placeholder (we love it to be honest), we will be keeping an eye on this feature moving forward this year.
4: Snapchat Releases Catalogue-Powered Shopping Lenses
Snapchat launched a new shopping experience this month in-app through a seamless AR experience. These new AR lenses are designed to outline the user’s face, body and world to automatically personalise their experience. As per the Snap Consumer AR report from 2021, 94% of Snap users are interested in AR technology for shopping and users who interact with products that have AR experiences help brands achieve a 94% higher conversion rate. With these insights we can see that these features can take marketing in-app to another level and help users feel more connected to a brand.
So how will these lenses work? After trying a product on, the lenses will showcase product cards and descriptions to offer an automatic, immediate preview of product details. This will allow brands to have access to information on the time spent, shares and clicks on a SKU level.
"Augmented reality is changing the way we shop, play, and learn, and transforming how businesses tell their stories and sell their products. Starting today, our revamped AR Shopping Lenses will mean a more engaging experience for our Snapchat community, and enable a faster, easier way to build Lenses for businesses..." - Jeremi Gorman, Chief Business Officer, Snap
5: Tik Tok launches ‘Instant Pages’
Similar to Facebook’s ‘Instant Articles’, Tik Tok’s ‘Instant Pages will allow businesses to maximise engagement as they will load 11 times faster than standard mobile pages. The lowdown: They are a shopping display option allowing brands to connect ads to a lightweight, native landing page.
“Within an Instant Page, users can view videos and images, swipe through carousels, or click on buttons to explore another destination - all without leaving the TikTok app. Instant Pages are easy to build and customise for your brand.” - Tik Tok
Source: Social Media Today
To create and test the function, you will need to make an eligible ad through the Tik Tok Ads Manager and then build the Instant Page as the destination link. There are a range of templates available in the ad creation flow:
Custom: Make a bespoke Instant Page for your target audience
Products for sale: Provide details about your promotions and product range
Brand story: Create awareness for your brand by sharing the story of your products and services
Introduction & Brand Pitch: Find new customers and encourage them to try your services or products
Movie Trailer: Provide a full trailer experience with the option of a landscape view
Within the ‘Instant Page’ you can add videos, carousels, display images along with coupons and more. It’s an interesting option that is now currently in testing available through sales reps. It’s in the pipeline to roll out more widely, so it could be a great time to get ahead of the crowd.