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Navigating the Social Media Evolution: Insights from 2023 and Trends for 2024

By
Betonsky N.
-
0

As we step into 2024, it’s crucial to reflect on the transformative events in the social media realm during 2023 and anticipate the trends that will shape our digital interactions in the coming year. 

2023 was a testament to the dynamic and often unpredictable nature of social media platforms, with significant developments like the global TikTok bans and Twitter’s dramatic transformation under new ownership. 

These changes not only challenged content creators to adapt swiftly but also highlighted the importance of flexibility and resilience in the digital age.

As we navigate through 2024, understanding these shifts and preparing for future trends is more important than ever for anyone engaged in the digital content creation space.

Global TikTok Bans and the Shift in Social Media Landscape

The widespread bans of TikTok in various countries, including the EU, Canada, and the US, have significantly impacted the social media landscape. This development poses a challenge for content creators who heavily rely on TikTok for audience engagement and brand promotion. 

It underscores the importance of adaptability and the need for creators to explore and establish a presence on multiple platforms to mitigate the risk of such geopolitical influences.

Twitter’s Transformation Under New Ownership

Elon Musk’s acquisition and subsequent renaming of Twitter to “X” marked a significant shift in the social media world. This change has had a profound impact on content creators, particularly those who use Twitter as a primary platform for engagement and networking. 

The rebranding and policy changes under the new ownership highlight the need for creators to be flexible and responsive to platform evolutions. It also emphasizes the importance of building a resilient personal brand that can withstand such platform-specific changes.

Direct Links on Pinterest: Revolutionizing Holiday Campaigns

Pinterest’s introduction of direct links in ads has revolutionized the way businesses approach holiday campaigns. This feature, which simplifies the customer journey to a single click from Pinterest ads to the advertiser’s site, has significantly enhanced campaign effectiveness. 

For content creators, this means an opportunity to drive higher engagement and conversions during the festive season. 

The success of direct links in boosting clicks and reducing costs highlights the evolving nature of social media advertising and the need for creators to leverage these new tools for better campaign performance.

Shopping on Amazon via Facebook and Instagram

Meta’s integration of Amazon’s shopping experience into Facebook and Instagram represents a significant shift in social commerce. This feature allows users to shop directly from ads on these platforms without leaving the app, offering a seamless shopping experience. 

For content creators, this opens up new avenues for collaboration with brands and leveraging their social media presence for direct sales. The partnership between Meta and Amazon is a clear indicator of the growing importance of integrated shopping experiences in social media, urging creators to adapt their strategies to this new reality.

Implications for Content Creators

These events in the social media sphere during 2023 have several implications for content creators:

Diversification of Platforms: Creators should not overly rely on a single platform. Diversifying their presence across different social media apps can help mitigate risks associated with policy changes or bans.

Adaptability to Changes: The dynamic nature of social media platforms requires creators to be adaptable. They need to be ready to adjust their content strategy in response to changes in platform policies or user preferences.

Engagement Strategies: With the changing landscape of social media platforms, creators need to continuously innovate their engagement strategies to retain and grow their audience base.

Monitoring Trends: Staying informed about global trends and changes in the social media industry is crucial for creators to anticipate and react to shifts that could impact their work.

The events of 2023 related to social media apps like TikTok and Twitter have brought to light the ever-evolving nature of the digital world. Content creators must remain vigilant, adaptable, and innovative to navigate these changes successfully in 2024 and beyond.

TikTok’s Aiming for $20 Billion in Sales in 2024

By
Betonsky N.
-
0

To expand its global e-commerce footprint, TikTok, owned by ByteDance Ltd., is setting its sights high with an ambitious target of $20 billion in merchandise sales. 

This plan marks a significant leap from the $4.4 billion in gross merchandise value recorded last year, indicating a strategic shift in the digital marketplace.

Quadrupling E-Commerce Business

According to Bloomberg, TikTok’s strategy involves more than quadrupling the size of its e-commerce business. This rapid expansion is underpinned by focusing on markets in Southeast Asia, particularly Indonesia. 

“That would be a speedy increase from last year’s $4.4 billion in gross merchandise value,” Bloomberg reports, highlighting the aggressive growth trajectory TikTok is pursuing.

A key component of TikTok’s strategy hinges on the influential power of content creators in Southeast Asia. The region, known for its robust social media engagement, presents a fertile ground for TikTok’s e-commerce ambitions. 

Bloomberg notes, “TikTok is betting on markets such as Indonesia, where influencers sell products from denim jeans to lipstick by showing them off in live-streamed videos.

” This approach blends the platform’s strength in short-form video content with the burgeoning trend of live-streamed shopping experiences.

Challenging Established E-Commerce Giants

TikTok’s e-commerce expansion sets it up as a formidable challenger to established players like Amazon and Sea. By leveraging its massive user base and the growing trend of social commerce, TikTok is positioning itself as a key player in the online retail space. 

The company’s move into e-commerce signifies a shift in consumer behavior, where social media platforms are not just for content consumption but also shopping.

TikTok’s ambitious $20 billion e-commerce goal reflects a strategic pivot towards integrating social media influence with online retail. By capitalizing on the power of influencers and live-streamed content, especially in high-growth markets like Southeast Asia, TikTok is poised to redefine the e-commerce landscape. This move not only diversifies TikTok’s revenue streams but also challenges the traditional boundaries of social media platforms.

Maximizing TikTok in 2024: A Guide for Creators

By
Betonsky N.
-
0

TikTok has become an indispensable platform for creators and businesses, offering a dynamic space to engage with audiences. Recognizing the need for strategic content planning, TikTok has released tailored marketing calendars for 2024, providing creators with a comprehensive guide to align their content with key cultural moments throughout the year.

Strategic Planning with TikTok’s Marketing Calendar

The 2024 TikTok marketing calendars are designed to help creators and businesses navigate through various important dates, from Valentine’s Day to Summer Holidays and Small Business Saturday. 

These calendars are a strategic tool to plan content around cultural moments that resonate with audiences. TikTok emphasizes the importance of aligning brand goals, whether it’s driving awareness, consideration, or sales, with these key dates to maximize impact.

Regional Tailoring for Effective Engagement

Understanding the diverse nature of its global user base, TikTok has customized these calendars for major regions across North America, Europe, and the Middle East. This regional tailoring ensures that the content is relevant and engaging for specific audiences, enhancing the effectiveness of marketing strategies.

To access these calendars, creators can simply click the ‘download now‘ button beside the calendar of their choice and complete a quick registration form. This ease of access is part of TikTok’s commitment to providing relevant tools and easy-to-implement advice for creators to excel on the platform.

TikTok’s 2024 marketing calendars are a valuable resource for creators looking to plan their content and capitalize on key cultural moments strategically. By providing region-specific calendars and top tips for year-round engagement, TikTok is empowering creators to make the most of the platform and achieve their marketing goals.

Facebook’s New ‘Link History’ Feature

By
Betonsky N.
-
0

Facebook has recently introduced a new feature called “Link History.” This addition to the Facebook mobile app creates a repository of all the links clicked by users. While this feature is automatically enabled, users have the option to opt out. 

The data collected is primarily used for targeted advertising. This move comes at a time when tech regulations are intensifying, and companies like Apple and Google are enhancing privacy restrictions.

Overview of ‘Link History’

Facebook pitches ‘Link History’ as a consumer-friendly tool, emphasizing its utility in keeping browsing activity organized in one place. The company suggests that this feature will ensure users “never lose a link again.” 

However, the platform acknowledges that the information gathered may be used to improve ad targeting across Meta technologies. Facebook has assured that any Link History data will be deleted within 90 days if a user decides to turn off the setting. The rollout of this feature is global but gradual.

Privacy Implications and User Control

Historically, Meta (Facebook’s parent company) has tracked the links clicked by users without offering much visibility or control over this data collection. ‘Link History’ marks the first time users are given some degree of oversight over this aspect of Meta’s internet surveillance. However, the feature raises questions about the extent of privacy it actually offers. 

For instance, when a link is clicked in the Facebook or Instagram apps, it loads in an in-app browser. In 2022, privacy researcher Felix Krause discovered that Meta injects JavaScript into these pages, enabling the monitoring of all user interactions, including typing and tapping.

The introduction of ‘Link History’ contrasts with the industry’s move towards more stringent privacy controls. Apple’s App Tracking Transparency and Google’s plan to phase out cookies in Chrome are examples of this trend. 

Meanwhile, Meta continues to track user activities on other websites through tools like the ‘Meta Pixel.’ This creates a complex web of data collection and user privacy settings that can be challenging to navigate.

Facebook’s new ‘Link History’ feature represents a nuanced shift in the company’s approach to user data and privacy. While it offers some level of transparency and control, it also highlights the ongoing challenges and complexities in balancing user privacy with the business models of major tech companies. As the digital landscape continues to evolve, the conversation around user data and privacy is likely to remain a critical topic.

YouTube’s 2023 Advertising Landscape: A Creative Revolution

By
Betonsky N.
-
0

In 2023, YouTube witnessed a remarkable transformation in its advertising landscape; this year was marked by an explosion of creativity and innovation in advertising, setting new benchmarks for what’s possible on the platform. 

2023 saw brands leveraging YouTube’s diverse formats and screens to tell their stories in more engaging ways than ever before. For instance, Apple captivated millions with a range of content, from a 90-minute “Study with Me” video to an 18-minute detailed breakdown of the new Mac’s innovations. Louis Vuitton and Pepsi also showcased their versatility, with content ranging from short clips to full-length shows, each drawing millions of views.

The Rise of Shorts

Shorts emerged as a powerful medium for brand creativity. The platform states, “When YouTube advertisers added a vertical creative asset to their Video Action Campaigns, they delivered 10% to 20% more conversions per dollar on Shorts.” Brands like Clash of Clans and Domino’s effectively used Shorts for demos, skits, and stories, achieving significant viewer engagement and brand loyalty.

The year 2023 highlighted the importance of a layered and multi-faceted brand presence. Brands successfully navigated various lengths, styles, tones, and formats to reveal different aspects of their purpose and personality, drawing in millions of viewers and comments.

Looking Ahead: Focus for Creators in 2024

As we step into 2024, creators on YouTube need to embrace this expansive creativity. The key focus areas should include:

Diverse Content Formats: Experiment with different content lengths and styles, from Shorts to longer-form videos, to engage a broader audience.

Storytelling: Emphasizing storytelling that resonates with viewers, using creative narratives to showcase brand values and messages.

Engagement through Innovation: Leveraging YouTube’s evolving features, like AR and VR, to create immersive and interactive experiences.

Data-Driven Strategies: Utilizing YouTube’s analytics tools to understand audience preferences and tailor content accordingly.

YouTube’s advertising landscape in 2023 has set a new standard for creativity and engagement. As we move into 2024, creators and brands have the opportunity to build on this momentum, using innovative storytelling and diverse content strategies to connect with audiences in meaningful ways. 

Why Snapchat’s Emerging Dominance in the Auto Industry

By
Betonsky N.
-
0

Snapchat has rapidly become a hotspot for individuals considering their next vehicle purchase. The blog post highlights, “Over 54% of Snapchat users are thinking about buying or leasing a vehicle within the next year.” 

This statistic represents a significant shift in where future auto buyers are spending their digital time. The platform’s ability to connect with auto intenders surpasses that of its competitors, with Snapchat users being 1.5 times more likely to be in the market for a car than non-users.

Snapchat’s Influence on Purchases

Snapchat is a driving force in the entire car-buying journey. The blog notes, “63% of Auto Intenders are likely to engage with car buying processes after encountering brand content on Snapchat.” 

This influence is substantial, with a remarkable 92% of Snap Auto Intenders poised to take action after interacting with auto-related content. This data shows the platform’s effectiveness in nudging potential buyers from contemplation to action.

The social aspect of Snapchat is a critical component in the auto buying experience. The platform’s core user experience revolves around interactions with friends and family, who significantly influence auto purchase decisions. 

Snapchat emphasizes, “The role of friends and family in the car buying or leasing process cannot be overstated, with weekly Snapchatters being highly active in these discussions.”

Augmented Reality: A New Dimension in Auto Marketing

Snapchat’s Augmented Reality (AR) features are redefining the auto shopping experience. The blog post points out, “AR on Snapchat is not just an add-on; it’s a transformative tool.” 

This technology is proving to be a major draw for dealership visits, with a notable increase in physical visits following engagement with AR content on Snapchat.

For content creators, particularly those focusing on automotive content, Snapchat presents a unique opportunity to connect with an audience that is not just browsing but ready to make purchasing decisions. The platform’s AR capabilities and social nature offer creative avenues for impactful storytelling and brand collaborations.

Auto brands stand to gain significantly from Snapchat’s targeted reach and innovative features. By leveraging the platform, brands can effectively influence potential buyers, guiding them through the decision-making process with engaging content and interactive experiences.

Snapchat’s role in the auto industry signifies its potential as a key marketing platform. Its ability to connect with audiences through innovative features like AR, coupled with its social dynamics, makes it an invaluable tool for creators and brands in the competitive automotive market.

TikTok Enhances User Interface for Bigger Screen Devices

By
Betonsky N.
-
0

TikTok is embarking on a significant transition by adapting its app for larger screen devices. This development, as announced in their recent newsroom update, marks a crucial evolution in the platform’s approach to content consumption and user engagement.

Transforming the User Experience

Historically designed as a mobile-first platform, this expansion allows TikTok to cater to a broader audience, including those who prefer consuming content on larger displays like television screens. This change is a response to the diverse preferences of users in how they engage with digital content, acknowledging the trend of multi-platform accessibility.

For creators on TikTok, this update offers new possibilities for content creation and audience reach. The adaptation to larger screens means that creators will now produce content that leverages the advantages of a bigger display, potentially leading to more immersive and visually captivating videos. This shift encourages creators to explore different content styles and formats suitable for larger formats.

Implications for the Platform and Users

Enhanced User Engagement

Adapting to larger screens will potentially lead to increased user engagement on TikTok. The accessibility of content across various devices, including larger screens, might encourage users to spend more time on the platform, thereby boosting engagement levels. Additionally, this update will potentially attract a new segment of users who prefer larger screens, contributing to TikTok’s user base growth.

New Advertising Potentials

The transition to larger screens also opens up fresh advertising opportunities on TikTok. Advertisers might find the larger screen format appealing for certain types of ads, offering a different kind of visibility and user engagement than traditional mobile ads. This will lead to innovative advertising strategies tailored to the larger screen experience.

Although this update has potential, it also presents challenges, particularly in content adaptation. Creators may need to adjust their content strategies to suit the larger screen format effectively. 

Additionally, TikTok will need to ensure that its content discovery algorithms remain efficient across different device types, maintaining the platform’s user-friendly experience.

TikTok’s expansion to larger screen devices is a significant step in its growth trajectory, reflecting its adaptability and commitment to enhancing user experience. While this move presents new opportunities in terms of user engagement and advertising, it also brings challenges that will require strategic adaptation from both the platform and its content creators. 

As TikTok ventures into this new domain, it will be pivotal to observe how this expansion influences the dynamics of content creation and consumption on the platform.

Instagram Introduces New Safety Tools to Shield Creators from Unwanted Interactions

By
Betonsky N.
-
0

Instagram has introduced a suite of features and tools designed to enhance the experience and opportunities for content creators on the platform.

The “Creator Empowerment” update is aimed at providing creators with more control, visibility, and monetization opportunities. One of the standout features is the introduction of enhanced analytics tools. These tools offer deeper insights into content performance and audience engagement, enabling creators to tailor their content strategy more effectively.

Another significant aspect is the expansion of monetization options. Instagram recognizes the importance of creators in driving engagement on the platform and is now offering more avenues for them to earn revenue from their content. This includes new partnership opportunities and expanded access to Instagram’s shopping features, allowing creators to monetize their influence directly.

Impact on the Creator Community

The response from the creator community has been overwhelmingly positive. “This update is a game-changer for content creators like myself,” says a prominent Instagram influencer. 

“Having more data at our fingertips and expanded monetization options means we can focus more on creating and less on the logistics.”

The enhanced analytics tools are particularly noteworthy. By providing more detailed insights into content performance and audience demographics, creators will make more informed decisions about the type of content they produce, leading to higher engagement and growth.

Potential Effects on the Platform

From a broader perspective, this update is likely to have a significant impact on the platform itself. By empowering creators, Instagram is not only enhancing the quality and diversity of content on the platform but also reinforcing its position as a leading social media destination for both creators and users.

The expanded monetization options could also lead to a shift in how content is produced and consumed on Instagram. As creators have more opportunities to earn revenue, there may be a rise in professionally produced content, which could increase competition but also raise the overall standard of content on the platform.

Instagram’s “Creator Empowerment” update marks a pivotal moment in the platform’s evolution. It reflects a growing recognition of the vital role that creators play in the social media ecosystem and Instagram’s commitment to supporting their growth and success. As the creator community embraces these new features and tools, we can expect to see a richer, more dynamic, and more engaging Instagram experience for all users.

TikTok’s Terms of Service Changes and the Rising Wave of Litigation

By
Betonsky N.
-
0

TikTok has recently made significant changes to its terms of service amidst growing legal scrutiny and public concern over its impact on young users. These alterations, which include a shift from private arbitration to requiring complaints to be filed in California courts and a new one-year limit for legal actions, have sparked a complex debate among legal experts, parents, and regulators.

The Shift in TikTok’s Legal Strategy

In a notable policy shift, TikTok amended its terms of service in July, moving away from private arbitration for user disputes. This change mandates that complaints must be filed in one of two California courts. 

“While arbitration has long been considered beneficial to companies, some lawyers have recently figured out how to make it costly for companies by bringing consumers’ arbitration claims en masse,” explains Robert Freund, an advertising and e-commerce lawyer.

Another critical change is the introduction of a one-year timeframe for legal actions related to alleged harm from using the app. This stipulation marks a significant departure from the previous terms, which did not specify any timeline for legal recourse.

Rising Legal Challenges Against TikTok

A coalition of over 40 state attorneys general, led by Tennessee and Colorado, is investigating TikTok’s treatment of young users. This bipartisan probe aims to determine whether the company engaged in unfair and deceptive conduct detrimental to the mental health of children and teens. 

“These types of investigations, if they uncover possible wrongdoing, can lead to government and consumer lawsuits,” notes a legal expert.

Federal Lawsuit Progression

In a separate but related development, a federal judge in California ruled that a case involving hundreds of lawsuits against social media platforms, including TikTok, could proceed. This decision is significant as it challenges the traditional defences tech giants have used, such as the First Amendment and laws protecting platforms from liability for user content.

TikTok, which did not respond to requests for comment, has previously stated that it has “industry-leading safeguards for young people,” including parental controls and screen time limits. 

However, Kyle Roche, a lawyer representing over 1,000 guardians and minors in claims against TikTok, challenges these assertions. “My clients were minors and could not agree to the changes,” Roche stated, expressing his intention to bring disputes through arbitration.

Legal experts like Omri Ben-Shahar, a University of Chicago law professor, are sceptical about TikTok’s ability to defend these term changes in court. “When firms post new terms or just send people an email saying, ‘Hey, by the way, there are new terms,’ that does not fly,” he said.

Leigh Cardinal, a mother from Chico, California, shared her personal experience, highlighting the human impact of these issues. Her 15-year-old daughter suffered from anxiety and depression, which Cardinal attributes to excessive TikTok usage. Cardinal’s story is one of many that explain the growing concerns among parents about the influence of social media on young people.

TikTok’s recent terms of service changes, set against the backdrop of increasing legal scrutiny and public concern, mark a critical juncture in the ongoing debate over the responsibility of social media platforms in protecting young users. 

As legal battles loom and parental worries mount, the outcomes of these changes and challenges will likely have far-reaching implications for the social media landscape and its governance.

YouTube Expands Channel Memberships Gifting

By
Betonsky N.
-
0

YouTube has expanded its Channel Memberships Gifting feature to all eligible monetizing creators. This marks a new chapter in how creators engage with their audience and offer more value. 

“Starting tomorrow, we’re excited to bring a beta version of Channel Memberships Gifting to a small group of creators,” announced Jensen from TeamYouTube. 

This feature allows channel members to purchase memberships in bundles [5, 10, 20] and gift them to other viewers during live streams. It’s a unique way for creators to grow their community and for viewers to support their favorite channels.

How It Works

Membership gifting is straightforward. Existing channel members will click the $ button next to the live chat during desktop live streams to buy gift memberships. YouTube then distributes these memberships to viewers based on their engagement with the channel.

 “Loyal viewers who are always watching and interacting with your content are more likely to receive gift memberships,” explains Jensen.

Revenue Sharing and Eligibility

The revenue split for gift memberships remains the same as standard memberships – 70/30 in favor of the creator. However, it’s important to note that this is calculated after deductions like App Store fees and sales tax. 

To be eligible, creators must enable channel memberships and offer a tier below $5. Unfortunately, this feature is not available for Brand Accounts.

Free of Charge Gift Memberships

In a recent update, eligible creators now receive free memberships at the start of every month to gift to their viewers. This initiative aims to increase awareness of channel membership perks and reward loyal fans. Creators will distribute these gifts in bundles of 5 twice a month during live streams or Premieres.

This expansion of membership gifting adds a new layer of interaction and support within the YouTube community. Creators can now leverage this feature to enhance viewer engagement and loyalty while viewers will experience membership perks at any cost.

YouTube’s introduction of Memberships Gifting and the recent update of free monthly gift memberships signify the platform’s commitment to enhancing creator-viewer relationships. 

As Jensen says, “We hope you’re as excited about Memberships Gifting as we are.” This feature empowers creators and enriches the viewing experience, making it a win-win for the YouTube community.

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