Instagram’s Twitter Rival, Threads, Set for Launch on July 6th

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July 4, 2023

Instagram is set to launch a new social media platform, Threads, which is expected to rival Twitter. The app has already appeared on the iOS App Store in the U.S., with an anticipated launch date of July 6.

This move comes at an opportune time, as Twitter has recently experienced issues with rate-limit errors, leading to a surge in popularity for other social media platforms such as Spill, Bluesky, and Post.

The Advantage of Threads

One of the key advantages of Threads is its integration with Instagram.

Threads users will not have to start from scratch in building their community; instead, their Instagram followers and following lists will be directly ported over to Threads.

This feature allows users to maintain their social circles while exploring a new platform.

The App Store description of Threads states, “Threads is where communities come together to discuss everything from the topics you care about today to what’ll be trending tomorrow.” This suggests that Threads will be a platform for users to connect with their favorite creators and others who share their interests or even build their own following to share their ideas and creativity,’’.

Stand-Alone Yet Connected

Despite its close connection with Instagram, Threads will operate as a stand-alone app. The App Store listing reveals that users will be able to like, comment, repost, and share posts.

Additionally, users will be able to control who can reply to their posts, with options including everyone, people they follow, or only those mentioned in the post.

The announcement of Threads does not come as a surprise, as details about the app have been gradually leaking over the past few months. Threads have reportedly been described as “decentralized,” but how a decentralized platform will integrate with Instagram, a highly centralized app, remains to be seen.

Meta’s Track Record and Future Prospects

Meta, the parent company of Instagram, has had a mixed track record with launching side apps. Several of its previous ventures, such as the anonymous teen app tbh, the Cameo-like app Super, Nextdoor clone Neighborhoods, the couples app Tuned, the student-focused social network Campus, the video dating service Sparked, and others, have been discontinued.

However, the timing of Threads’ launch could be advantageous, given the recent issues Twitter faces.

Ultimately, the success of Threads will depend on whether consumers are willing to let Meta dominate another aspect of their social media experience.

With the expected launch of Threads, Instagram is poised to impact the social media landscape significantly.

The app’s integration with Instagram and its focus on community engagement could make it a strong contender in the social media market.

However, only time will tell whether Threads will be able to capitalize on Twitter’s missteps and carve out its niche in the competitive world of social media.

Shein’s Influencer Trip to China Sparks Controversy

By

Betonsky N.

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July 3, 2023

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In a recent event that sparked an online backlash, American fashion influencers and creators visited a model factory in China.

The trip was sponsored by Shein, an internet shopping giant, and the influencers posted glowing reviews of their experience.

However, the trip has raised questions about Shein’s labor and sourcing practices, transparency, and environmental impact.

The Trip and Its Aftermath

In mid-June, the influencers traveled to Guangzhou, a southern Chinese megacity, to visit Shein’s “innovation center.”

The facility, equipped with high-tech fabric cutters and robots, was presented as a model of Shein’s operations.

The influencers, including Kenya Freeman, a designer who has sold clothing on Shein, shared videos of their experience on their Instagram accounts.

However, the influencers’ posts were met with swift backlash. Critics questioned the influencers’ understanding of Shein’s alleged connection to human rights abuses and the environmental impact of fast fashion.

They also questioned whether the facility visited represented Shein’s production practices.

The Broader Context

Shein’s popularity, particularly among Gen Z, has been fueled by its heavy advertising on apps like TikTok and its close relationships with influencers.

However, the company’s rapid growth has also brought scrutiny. Concerns have been raised about the environmental impact of fast fashion and labor practices in China, particularly in the Xinjiang region, a major global supplier of cotton.

In April, a US congressional commission reported that Shein and other Chinese companies had links to forced labor within their material sourcing supply chain. The commission cited reports alleging labor violations in affiliated factories, product safety hazards, and intellectual property theft.

The Influencers’ Perspective

Despite the backlash, some influencers defended their participation in the trip.

Kenya Freeman, for instance, argued that Shein was a lifeline for small businesses, especially those with founders from marginalized communities. She also emphasized that she was not responsible for Shein’s actions.

Dani Carbonari, a plus-size influencer and model who visited Guangzhou, explained in an Instagram post that she joined the trip to address “rumors” about the company. However, she later deleted a previous post praising Shein.

In response to the controversy, Shein stated that the videos posted by the influencers were authentic and reflected the company’s commitment to transparency.

The company also emphasized that it is committed to listening to feedback and providing opportunities for influencers to understand how Shein operates.

The controversy surrounding Shein’s influencer trip to China highlights the complex issues at the intersection of influencer marketing, labor practices, and corporate transparency.

As the debate continues, it serves as a reminder of the importance of ethical considerations in influencer marketing and the fashion industry.

TikTok Introduces Subscriber-Only Videos to Enhance Creator Monetization

By

Betonsky N.

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July 3, 2023

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TikTok has recently introduced a new feature to enhance monetization opportunities for creators. The feature, Subscriber-Only Videos, adds to the platform’s LIVE Subscription service.

TikTok LIVE

TikTok LIVE is a unique platform where creators can engage with their audience in real time, providing unedited and authentic content.

The platform has been exploring new ways to help creators cultivate deeper connections with their global community and reward their creativity.

In 2022, TikTok launched LIVE Subscription, a monthly subscription service on TikTok LIVE that allows fans to show their appreciation for their favorite LIVE creators.

“As part of our ongoing efforts to build diversified creator monetization opportunities to support our creators, today we’re introducing the addition of a new LIVE Subscription perk, Subscriber-Only Videos. Subscriber-Only Videos are exclusive videos that only subscribers can view. The new perk encourages interactions beyond the LIVE room, enabling subscribers to like, comment, and reply to one another, helping creators foster even more meaningful connections with their community,” mentions Tiktok.

This service has allowed creators to increase their earnings while growing their community.

Subscribers gain access to exclusive benefits defined by the creator, including Subscriber Badges, Subscriber-Only LIVEs, Custom Emotes, and Subscriber-Only Chats.

Subscriber-Only Videos

The new Subscriber-Only Videos feature is an exclusive perk that only subscribers can view.

This encourages interactions beyond the LIVE room, enabling subscribers to like, comment, and reply to one another. With this, creators can foster even more meaningful connections with their community.

“The safety of our community is our priority, and as with all content on TikTok, content on LIVE must abide by our Community Guidelines. To access the LIVE Subscription feature, creators must be 18 years of age and have a minimum of 1,000 followers. Users must be over 18 to purchase a subscription and to send or receive Coins and Gifts. All users must follow our Community Guidelines and not solicit gifts or offer incentives for gifting. For additional details and our list of LIVE safety tools, please visit the Creator Portal,” says Tiktok

Several creators have found LIVE to be impactful in their lives. Japanese calligrapher @daizo77, ASMR content creator @Caring Whispers, and gamer SavageMike have all found value in the service.

They highlight the benefits of interacting closely with fans, the regular income provided by the service, and the exclusive emotes and Subscriber-Only Chat feature.

TikTok’s introduction of Subscriber-Only Videos is a significant step toward providing diversified monetization opportunities for creators.

By fostering deeper connections between creators and their communities, TikTok continues to develop ways to support and reward creativity on its platform.

This, together with other monetization opportunities, including the TikTok series, Interactive ad-ons, and TikTok creative challenge, which have all been released recently, are a few options that TikTok creators can explore to improve their monetization opportunities.

Meta’s Guide to Creating Winning Reels

By

Betonsky N.

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June 30, 2023

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Instagram Reels has taken the social media world by storm with its unique style of communication that is entertaining, digestible, and relatable all at once.

For reels to be engaging, Meta identifies essential steps to aid creators in boosting their online presence using these short video formats.

The Language of Reels

Reels can be comedic, mesmerizing, or thought-provoking. They can surprise us, teach us something we didn’t know, or introduce us to a brand or product we haven’t met yet.

But they all have one thing in common – a unique communication style that’s entertaining, digestible, and relatable. This is what Meta calls the “language of Reels.”

Creating videos in the language of Reels can improve cost-per-incremental conversions for lower-funnel conversion events, such as Purchase or Subscribe, by up to 51%.

Using the “language of Reels” creative approach for your Reels ads outperforms business-as-usual creative for lower-funnel campaign objectives.

To enhance your Reel creativity, Meta recommends three easy steps:

Build in 9:16 video to make your video captivating: Reels is a full-screen, immersive video format. To help your creative feel at home here, consider leading with video and resizing it to 9:16. Reels ads that featured 9:16 videos showed a +7 point statistically significant higher average positive response score compared to non-9:16 ads.
Build in safe zones so your messages are clear: Work within the safe zones so your text sticker overlays, calls to action, or key messages aren’t obscured by the Reels user interface. Keep the bottom 35% of your 9:16 creative free of text, logos, and other key elements. Ads that violated the Reels safe zone had a 28% lower click-through rate, on average, compared to those that did not violate the safe zone.
Build for sound to make your video entertaining: Audio, whether music, voiceover, or sound effects, is a key driver of engagement and entertainment on Reels. Over 80% of Instagram Reels are viewed with sound on.

Once you’ve mastered the creative essentials, explore different ways to make your reel more entertaining, relatable, and digestible.

Great Reels ads provoke an emotional response through a mix of music, visual effects, and storytelling.

They entertain us by sharing something useful, making us smile, or satisfying our curiosity.

Make it entertaining: Many great reels have a way of capturing viewers’ attention at the outset and encouraging them to keep watching until the end. Experiment with using those first few seconds to “nail the hook.”

Make it relatable: Invite a connection by casting real people in your reel – creators, staff, or customers. Reel ads with a human presence in the creative had a 27% higher CTR than those without.

Make it digestible: Show and tell by combining audio and text. Use text and voiceover to strengthen key brand and product takeaways to reinforce ideas simply and clearly. Text stickers are also a great way to ensure you land a strong call to action at the end of your reel.

These are some of the points highlighted by Meta; read more on how to create successful reels here

Meta Expands ‘Meta Verified’ to More Regions

By

Betonsky N.

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June 29, 2023

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Meta, formerly known as Facebook, has announced the expansion of its ‘Meta Verified’ program to more regions.

Initially available in select areas, the program is now being rolled out to creators in different parts of the world, marking a significant step in Meta’s ongoing efforts to support creators and ensure authenticity on its platforms.

Meta Verified

The ‘Meta Verified‘ program is an initiative by Meta aimed at helping creators establish their authenticity and build trust with their audience.

“We’re testing a new way for creators to establish their authenticity and build trust with their audience,” says Meta.

Creators in the program receive a special badge on their profile, signaling to users that their account is authentic and verified by Meta.

The Expansion of Meta Verified

The ‘Meta Verified’ program was initially available to creators in select regions. However, in response to positive feedback and the growing need for authenticity on social media platforms, Meta has decided to expand the program to more regions.

“We’ve heard from creators that they want more ways to establish their authenticity and build trust with their audience,” the Meta Team explains. “That’s why we’re expanding the availability of Meta Verified to more regions.”

This expansion will allow more creators to benefit from the program, helping them establish their authenticity, connect with their audience, and grow their online presence.

The Benefits of Being Meta Verified

Being part of the ‘Meta Verified’ program comes with several benefits. The verification badge helps creators establish their authenticity and makes it easier for users to find and follow them. This can lead to increased visibility, engagement, and growth for creators.

“Creators who are part of the program will receive a special badge on their profile, making it easier for people to find and follow them,” says Meta.

Expanding the ‘Meta Verified’ program is a significant step in Meta’s ongoing efforts to support creators and ensure authenticity on its platforms.

As the program becomes available in more regions, more creators will have the opportunity to establish their authenticity, connect with their audience, and grow their online presence.

“We’re committed to supporting creators and ensuring authenticity on our platforms,” said Meta in its announcement. “As we expand the availability of Meta Verified to more regions, we look forward to helping more creators establish their authenticity, connect with their audience, and grow their online presence.”

Read the full announcement here.

WhatsApp launches New Advertising Feature for Small Businesses

By

Betonsky N.

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June 28, 2023

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WhatsApp has announced a new feature allowing small businesses to create Facebook and Instagram ads that click to WhatsApp directly from the WhatsApp Business app.

This development is part of WhatsApp’s ongoing efforts to provide small businesses with more efficient ways to connect with customers.

Ads that Click to WhatsApp

Starting soon, small businesses worldwide that operate entirely on WhatsApp will be able to create, purchase, and publish a Facebook or Instagram ad directly within the WhatsApp Business app.

This means that a Facebook account is no longer necessary; all businesses need to get started is an email address and a form of payment.

When people click on an ad, it opens a chat on WhatsApp, enabling them to ask questions, browse products, and make a purchase.

These ads are one of the most effective ways to drive potential customers to message businesses on WhatsApp, opening new opportunities for WhatsApp-only small businesses that need a simpler way to get started with advertising.

Connecting with Customers More Efficiently

Once small businesses find new customers, they must have tools to connect with them quickly and easily at scale.

WhatsApp will soon begin testing a new feature within the WhatsApp Business app where small businesses will have the option to send personalized messages to their customers – like appointment reminders, birthday greetings, or even updates on a holiday sale – in a faster and more efficient way.

“Starting soon we’ll begin testing a new feature within the WhatsApp Business app where small businesses will have the option to send personalized messages to their customers – like appointment reminders, birthday greetings or even updates on a holiday sale – in a faster and more efficient way,” WhatsApp explains.

This new feature will allow businesses to send personal messages with the customer’s name and customizable call-to-action buttons to specific customer lists, schedule the day and time the messages are sent, and then see what’s working.

This advanced, optional message type will be offered for a fee in the WhatsApp Business app.

“Small businesses are the heartbeat of local communities and we’re excited to hear how these new tools help them deepen customer relationships and grow their operations,” says WhatsApp.

‘TikTok’s Creative Challenge’ A New monetisation opportunity for Creators

By

Betonsky N.

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June 28, 2023

0

TikTok, the globally renowned short-form video platform, is introducing a new feature that promises to revolutionize how creators and brands collaborate.

The TikTok Creative Challenge is an in-app feature that allows creators to submit video ads to brand challenges and receive rewards based on video performance.

TikTok Creative Challenge

The feature is designed to recognize and reward creators for their creativity and the value of their content.

It allows creators to browse a list of brand challenges, read the brief detailing the reward pool, rules, and requirements, and submit their video ad.

“Unlocking more opportunities for branded creativity,” says TikTok, “TikTok Creative Challenge is a new in-app feature that allows creators to submit video ads to brand challenges and receive rewards based on video performance.”

The Creative Challenge gives creators full creative freedom over their ads, unlocking more opportunities for creators to collaborate with brands in a way that’s most authentic to them.

Submissions should be high-quality, well-edited, original content. Once submitted and approved, creators can see the status of their submissions, view performance, and check monthly earnings.

Eligibility and Resources

To be eligible to join the Creative Challenge, creators must be at least 18 years old and have a US-based account with a minimum of 50,000 followers.

All videos for the Creative Challenge must abide by TikTok’s Community Guidelines.

Once enrolled in the TikTok Creative Challenge, creators will have access to several resources, including a dedicated Creator Community group and Mentor Program to connect with other creators to share knowledge, exchange insights, and get rewarded.

Benefits for Brands

The TikTok Creative Challenge also provides brands with authentic, high-performance, and easy-to-use creative content at scale to help drive their performance advertising campaigns.

“TikTok Creative Challenge helps take the work out of performance advertising by seamlessly connecting brands with top-tier performance driven creator content,” says TikTok in a blog post.

By creating a creative challenge on the platform, advertisers are given up to 30 ad creatives within ten days created specifically for the TikTok audience developed by creators who truly understand the community.

“At TikTok, we are continuously building innovative tools for brands to authentically connect and engage with the TikTok community,” continues TikTok. “The participatory nature of TikTok has created new ways for brands to discover emerging creators and connect with diverse communities on TikTok.”

After launching Interactive Add-Ons Globally, increasing accessibility to the TikTok shop and now a new way for creators to monetize, the short-form video platform is surely onto something, and hopefully, creators and brands will benefit from one or the other.

The TikTok Creative Challenge is currently in testing as TikTok explores this new solution with select brands, and it will be interesting to see how it will pick up.

Seizing the #CleanTok Wave: Unilever and TikTok’s Global Partnership

By

Betonsky N.

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June 27, 2023

0

In the digital age, social media trends can profoundly impact consumer behavior. One such trend is #CleanTok, a TikTok community dedicated to making cleaning fun.

Recognizing the potential of this trend, Unilever has announced a global partnership with TikTok, aiming to tap into the rapidly expanding audience captivated by cleaning.

The Rise of #CleanTok

Cleaning took on a new meaning during the pandemic, evolving beyond a mere chore to become a satisfying experience.

This shift is best illustrated by #CleanTok, TikTok’s cleaning community, which has become one of the biggest phenomena on the platform.

The #CleanTok community is among the most engaged on TikTok, with a new breed of Gen Z users viewing staying home and cleaning as the new going out.

The trend is fueled by ‘cleanfluencers’ and content creators who have transformed the mundane act of cleaning into one of the most loved and entertaining genres on the platform.

Unilever and TikTok’s Global Partnership

Unilever and TikTok have launched an exclusive global #CleanTok partnership to tap into this rapidly expanding audience.

The partnership includes all of Unilever’s Home Care brands, such as Dirt Is Good (DIG), Cif, Domestos, Sunlight, and Comfort, and will run until January 2024 in several countries, including the UK, Vietnam, Turkey, Brazil, Philippines, Thailand, France, the Netherlands, Argentina, and Indonesia.

The partnership gives Unilever a unique opportunity to inform consumers and inspire them to use their products. It also offers valuable insights into consumer preferences and usage patterns, fostering a two-way dialogue with millions of product users.

“There is a huge amount of emotion attached to our homes,” says Eduardo Campanella, Unilever’s Home Care Chief Marketing Officer. “So, while cleaning products have been traditionally seen as functional, and the act of cleaning as a chore, the results that come from using the right products in the right way can bring a huge amount of satisfaction.”

The Impact of #CleanTok

The #CleanTok trend has led to over 81.2 billion views of associated video content, surpassing other popular trends like #BeautyTok.

Data shows that these fans convert to consumers, with 54% of users purchasing a household product after seeing it on the platform and 71% being unplanned purchases. Almost 70% say that TikTok played a role in discovering household products.

In light of this, Unilever and TikTok will collaborate with over 100 content creators to serve their followers with useful and entertaining content, such as cleaning hacks, tips, and product reviews, promoting the #CleanTok movement. All content can be found in TikTok’s dedicated in-app #CleanTok hub.

“To start the partnership, we’re working with @chrisjoyz (5.2 million followers), @mumukdaneno (1.8 million followers), and @senalicann (226,000 followers)”, reads the partnership briefing.

“The rise of #CleanTok shows just how attached we are to making our homes look, feel and smell good,” says Eduardo. “We want to continue to inspire and educate people and, by working with TikTok’s creative teams to develop new and engaging content, we hope to gain valuable insights into a growing audience of young people who are just as passionate about cleaning as we are.”

Decoding Key Consumption Patterns for YouTube in 2023

By

Betonsky N.

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June 26, 2023

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YouTube has recently published its annual Culture & Trends report.

This report provides an in-depth look at how creators use groundbreaking tools and technologies to drive pop culture in new and exciting directions.

The Shift in Pop Culture

In 2022, YouTube observed a significant shift in pop culture. The focus moved away from viral moments with mass appeal and towards personally relevant content that reflected unique interests.

This shift was largely driven by creators and their viewers, who prioritized content that resonated with them.

“In 2022, we observed a major shift in pop culture, one that was driven less and less by viral moments with mass appeal. Instead, we found that creators and their viewers were prioritizing personally relevant content that reflected their unique interests.” – YouTube.

The 2023 report focuses on the rapid technological changes enabling creators and their fans to put individual perspectives front and center.

YouTube conducted surveys in 14 countries and analyzed hundreds of trends to understand better how creative tools are used to offer new means of expression and produce moments that resonate in culture today.

Key Components Behind the Moments

The report identified several key components behind the moments that are breaking through:

Multilayered Fandom: As the digital environment evolves, fandom is becoming more stratified, with new levels of participation enabling casual and superfans to express themselves online across multiple formats. 47% of Gen Z have watched videos by fans of specific content, artists, or public figures over the past 12 months.

Multiformat Experiences: Creators have embraced storytelling across various formats, including long-form, short-form, live streams, and podcasts. This allows audiences to personalize their consumption even further, with 87% of people have watched at least four content formats YouTube offers over the past 12 months.

Casual & Experiential Tools: From remixing to clipping to filters and effects, there are more tools than ever before that let creators take part and lend their unique spin to moments as they happen.

AI-based Technologies: AI is changing pop culture by extending and reimagining ideas. There have been more than 1.7 billion views of videos related to generative AI tools in 2023.

“While the pace of change can be daunting, there are more opportunities than ever to create moments that break through. We hope that this report will provide you with the context and insights to do so, no matter what your role might be.” – YouTube.

The full report can be accessed here.

YouTube’s Updated Impersonation Policies: A Step Towards a Safer Community

By

Betonsky N.

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June 26, 2023

0

YouTube, the world’s largest video-sharing platform, has been making significant strides to ensure the safety and integrity of its community.

The platform’s impersonation and copyright infringement policies are designed to protect creators, viewers, and partners.

Recently, YouTube has updated these policies to combat the rising issue of misrepresentation and impersonation on the platform.

Impersonation Policy

The platform’s Impersonation Policy states that content intended to impersonate a person or channel is prohibited.

This includes channels that copy another channel’s profile, background, or overall look and feel so that it appears to be someone else’s channel.

Personal impersonation is also prohibited, where content is designed to look like someone else is posting.

“A channel that copies another channel’s profile, background, or overall look and feels in such a way that makes it look like someone else’s channel. The channel does not have to be 100% identical as long as the intent is clear to copy the other channel,” stated Youtube

Consequences of Violating the Impersonation Policy

If a user violates the Impersonation Policy, YouTube may terminate their channel or account.

The platform provides a detailed guide on channel or account terminations, explaining that the user will receive an email explaining why a channel is terminated.

“For example, channels claiming to be a ‘fan account’ but actually posing as another’s channel and reuploading their content would not be allowed. Another example would be channels with the same name and avatar or banner as another channel, with the only difference being a space inserted into the name or a zero replacing the letter O would not be allowed”, states Youtube.

Once a channel is terminated, the user is prohibited from circumventing the termination by using or creating other YouTube channels.

Copyright Infringement and Counter Notifications

YouTube also has stringent policies in place to deal with copyright infringement.

If a user’s content is removed due to a copyright removal request and they believe it’s due to a mistake or misidentification, they can submit a counter-notification.

This is a legal request for YouTube to reinstate content removed due to a copyright removal request.

Update on Dislikes

In a recent update, YouTube announced changes to how dislikes are displayed on the platform. The dislike count will now be private across YouTube, but the dislike button will remain.

This change was made to protect creators from harassment and reduce dislike attacks, where people work to drive up the number of dislikes on a creator’s videos.

Creators can still find their dislike counts in YouTube Studio and other metrics if they want to understand how their content performs.

Viewers can still dislike videos to tune their recommendations and privately share feedback with creators.

By understanding these policies, users will ensure they are using the platform responsibly and respecting the rights of others.

These updates state the platform’s commitment to creating an inclusive and respectful environment where creators have the opportunity to succeed and feel safe to express themselves.

The updates will take effect on 21st August 2023

Logie Buzz

Shein’s Influencer Trip to China Sparks Controversy

The Trip and Its Aftermath

The Broader Context

The Influencers’ Perspective

Meta’s Guide to Creating Winning Reels

The Language of Reels

Meta Expands ‘Meta Verified’ to More Regions

Meta Verified

The Expansion of Meta Verified

The Benefits of Being Meta Verified

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