Facebook, Instagram, and TikTok initiatives to strengthen brand-creator collaborations

May 1, 2023

Facebook, Instagram, and TikTok are all working to ensure their platforms lure creators and match them with fitting brands. The three platforms have separately launched features that will in different ways foster creator-brand partnerships.

Facebook has launched a new series to demystify the misconception that the platform is hard to use for creators. By incorporating valuable feedback from creators, it has developed Professional Mode, which will allow users to kickstart their creator journey using their existing profile. This mode will also enable creators to build audiences, access professional tools, and unlock monetization opportunities within the app.

The series will feature successful creators like Shanice Brown who will share their success stories and experiences in the upcoming series and offer guidance as well as offer tips on how to make the most out of the app.

TikTok Creativity Program Beta

Just as Facebook has embarked on its path to support creators, TikTok’s Creativity Program Beta is silently making waves in the US. Select creators are reportedly earning significant amounts of money by producing user-generated content for major brands.

‘’The Creativity Program Beta will initially be available to creators by invite-only and then become available to all eligible US creators in the coming months. To start earning, creators must create and publish high-quality, original content longer than one minute. Creators will have access to an updated dashboard to view video eligibility, estimated revenue, and video performance metrics and analytics’’

As stated by TikTok earlier, for creators to earn money, they will be required to create high-quality content that is more than a minute which is contrary to what TikTok videos are popularly known for but if TikTok finds a breakthrough, this will be a big win for creators using the platform. Unfortunately, other creators will patiently have to wait their turn as this program is still under wraps.

UGC on Instagram

Expanding on the idea of brand-creator collaboration, Instagram is also testing a new option that will enable brands to discover relevant user-generated content within the app. This UGC initiative will offer brands and creators value by showcasing unique content and providing an authentic shopping experience for potential buyers.

‘’Sellers that use shops on Instagram can now request to use posts from public accounts in which their business has been tagged. When an account grants a brand permission to use their post, sellers can tag a product and the post will be shown on the product page for that product and the shop’s storefront. The permission requested through the user-generated content (UGC) feature explicitly grants use on shoppable content on Instagram. This does not grant permission to use this content on any surface outside of Instagram’’ Instagram

The move by the three social commerce platforms if successful will simplify the creator journey, and offer monetization opportunities. These could possibly shape the future of creator-brand interactions and ultimately benefit users and businesses alike.

Instagram and Facebook roll out checkout on in-app shops

Betonsky N.

April 28, 2023

To stay ahead of the rapidly evolving e-commerce landscape Meta has announced that it will phase out the onboarding of shops without checkout and completely cut access come April next year. These are shops that direct consumers to third-party sites to complete purchases. Just recently, Meta introduced a new feature that allowed users to add up to five links in their bio profiles on Instagram to allow for flexibility and improve collaborations and now, it is pushing for features that will maximize shopping in the two apps.

”To focus on bringing these Shops ads and checkout tools to more businesses, we will no longer support Shops without checkout in several markets. Businesses in these markets can continue to connect with customers through personalized ads, Reels and business messaging.” Meta announced

Updates to Shops Ads

With the new updates, businesses without checkout will not be able to access features associated with shops; creating custom audiences or tagging will no longer be possible. Beginning June 5, 2023, Meta has announced that new shops will no longer be onboarded via Shopify or commerce manager unless checkout is enabled either via Facebook or Instagram. According to the platform investing in AI and automation tools will deliver the most relevant and timely ads to its audience. Moving Shops ads under the Advantage portfolio and testing new Shops tools such as ratings, reviews, buyer email opt-in, and dynamic product pages, will provide creators and brands with more ways to engage and connect with their customers. Analysis by the platform shows that the new features have already shown significant improvements for businesses utilizing the shopping campaigns with checkout-enabled Shops

”In a recent A/B test in March 2023, Zox, a one-of-a-kind wristband company, saw over 10% improvement in cost per purchase and over 20% improvement in return on ad spend when selecting “website and Shop” in their Advantage+ shopping campaigns versus website only”

Compared to website-only campaigns, Shops ads have demonstrated an average improvement of 20% in cost per action and return on ad spend. From the analysis, Meta has set that by August 10, 2023, all other markets will no longer be able to host Shops on their Facebook or Instagram pages or use product tagging in posts.

Impact on Creators and Future Plans

Meta aims to help businesses in the US add checkout to their shops

”In the US, we will focus on helping businesses add checkout to their Shop. To ease the transition, we will continue to support Shops that link to a website until April 24, 2024. In select markets where we see a future opportunity to introduce checkout, we’ll continue to support Shops that link to a website to make the transition as easy as possible.”

Facebook and Instagram have already tanked previously on instream shopping with Facebook terminating its live shopping and Instagram removing the shopping tab from its interface. It is therefore difficult to tell if the new features will make a difference. Is this the right move? Only time will tell

TikTok shop debuts in Beta

Betonsky N.

April 27, 2023

After piloting its in-app shop with select US sellers, TikTok is now broadening access to its in-app shopping feature. Through its Beta program, it is inviting selected users in the US to join its TikTok Shop. The platform’s e-commerce site allows brands, retailers, and creators to display and sell their products through live videos and a product showcase tab. Its creator-focused approach aims to foster collaborations between creators and brands, potentially leading to exclusive content or partnerships, further enticing users to shop on TikTok.

Beta Program

In the testing phase, participants will have access to the shop and be able to provide feedback on product improvements. Users who have received email state that they have been offered an exclusive promo with 0% referral fees for a period of 90 days. On the other hand, users who did not receive an invitation can still sign up through the TikTok Shop website. By expanding its e-commerce capabilities and working closely with creators, TikTok states its aim is to improve qualified traffic, enhance user experiences, and foster collaboration between creators and brands.

Leveraging Social Commerce Insights

The hashtag #TikTokMadeMeBuyIt has amassed 51.8 billion views and the platform is clearly taking advantage of it to boost sales and leverage traffic from the trend. According to a TikTok survey, 92% of TikTok users watch product videos, share, follow the brands or ultimately purchase the products and 90% of US shoppers reported feeling satisfied with their purchase experience when TikTok was part of their buying journey. With these insights, TikTok hopes to drive more users to its TikTok Shop by offering an integrated shopping experience within the app.

Competition

Instagram, Pinterest, and Snapchat are increasingly delving into social commerce while new apps such as Lemon 8 are also gaining popularity in the US market, this has brought stiff competition to TikTok. With a ban looming in different countries and now in states within the US, the app is still looking for ways to use its massive fanbase and the highly engaging nature of its short-form video content. As it develops the shopping experience within the app, there is potential to emerge as a formidable player, but is it the right time to formulate strategies? or should the platform be working to ensure it lives to fight another day?

Youtube to unveil ‘product drops’ on livestream

Betonsky N.

April 26, 2023

Youtube is set to launch a new feature ‘Product Drops‘ which will provide creators with a new way to promote products during live streams. Traditionally, creators have been required to upload products in advance before going live, which detracts from the element of surprise and excitement they may want viewers to maintain. With the new feature, creators will be able to keep new products and offers under wraps until the perfect moment arises.

Setting Up

The new invention will allow for the scheduling of specific dates and times when creators want to reveal products to their viewers. By controlling when their product goes live, creators will be able to strike a perfect balance between suspense and promotion, ultimately enhancing the overall live stream experience. It will also ensure that viewers remain engaged and eager to discover available offers.

“creators with connected Shopify stores or direct access to the center of the Google Merchant Center of their connected stores will be able to set up product drops on Youtube using the live control room.” Pierce, product manager for Youtube

Availability

For creators to access and utilize the Product Drops feature, they must adhere to specific eligibility criteria set by YouTube. On the other hand, viewers situated in product-enabled countries will enjoy a diverse range of Product Drops from various creators during live streams. Once the live events have ended, the decision will reside with the creator on whether to archive the live streams or not, allowing viewers to watch and shop at their convenience.

How to Maximize Engagement

strategically time your Product Drop. Consider revealing your product at a pivotal moment during the live stream to build anticipation.
Build hype on other social media platforms. Tease your upcoming Product Drop across various social media platforms prior to going live, and encourage more viewers to tune in and participate in the live stream.
Create a sense of urgency. Once the product is revealed, emphasize the limited availability or exclusive nature of the offer to entice viewers to act quickly and make a purchase.
Engage with your audience. Encourage interaction from viewers during the live stream through comments or questions related to the Product. This will give you an opportunity to address any concerns and provide additional information about the product.

The Product Drops feature is a game-changing and welcome addition to the live streams, creators will now have the power to maintain suspense and excitement while promoting products during their live streams. It will spark creativity and allow creators to develop new ideas to keep viewers engaged and interested.

A comprehensive guide to creating winning campaigns on TikTok

Betonsky N.

April 25, 2023

TikTok is a powerful platform for brands and creators, this is due to its unique blend of authentic content, engaging challenges, and irresistible trends. To help maximize this potential, the platform recently released a guide based on an analysis of more than 300 high-performing videos in its creator marketplace. To increase the effectiveness of their campaigns, creators, and brands are encouraged to understand and implement the following strategies.

Embrace Authenticity

Viewers highly value authenticity, it is what connects them to your content, and when you market the products to them, it is the factor that will allow users to trust the brand as well. According to TikTok’s research, 47% of users agree that authentic content delivered in a creator’s natural voice drives stronger engagement. Writing scripted lines diminishes this sense of authenticity, as viewers can easily tell when something feels forced or staged. Instead, you should focus on providing enough information in a clear and genuine manner. When utilizing call-to-action statements (CTAs), place them in the caption to maintain user interest. Avoid cliché phrases like “link in bio” or “use my code,” as they detract from the entertainment value of the video.

Find Your Natural Hook

Find a way to seamlessly integrate brands into your videos, this will not only increase the viewer’s engagement but also maintain the entertainment aspect. When you use your typical storytelling techniques or unique trademarks in branded content, the entertainment value users are accustomed to is upheld. Create content that aligns with your conventional style, as deviating from it may come across as insincere. when featuring your brand in the video, strike the right balance, don’t rush its introduction before establishing the story premise, and avoid forcing hooks; if it feels convoluted, chances are viewers will feel the same way too.

Use Trends Strategically

It is very important for creators and brands to craft content that feels honest, and organic but is still trend-savvy, and to achieve this, you need to select trends that make sense. While tapping into viral challenges like dances can effectively capture users’ attention, only use trends that you have prior experience with to avoid seeming insincere. Don’t feel restricted by specific trends or styles, explore different topics and interests, as 78% of users enjoy variety in content. Also, utilize long-lasting trends, as they will help you develop a stronger engagement and connection with your audiences.

Pick the Right Community

Not all communities are interchangeable and to ensure maximum engagement, it is critical to target the right audience. To demonstrate an understanding of your audience, leverage the use of lingo and memes that are specific to your audience, this builds trust and allows you to foster a deeper connection with your audience. Select your community carefully and ensure your content remains relevant and always meaningful to them. Brands can find the right audience for their businesses in TikTok’s subcultures.

This guide could be very instrumental to partnerships within the App and allow marketers and creators alike to reach the right communities and win on both fronts. You can download the complete guide here.

Is Lemon 8 TikTok’s backup plan?

Betonsky N.

April 24, 2023

As TikTok faces bans and uncertainty in various countries, its parent company ByteDance has quickly adapted and recently launched a new app called Lemon 8. Initially, it was designed to replace the Chinese lifestyle and shopping app Xiaohongshu, commonly known as Little Red Book, but it has quickly become a creative hub for sharing beauty, food, wellness, and travel content.

The Rise of Lemon 8

In just a few months, Lemon 8 has jumped from not ranking in any App Store to becoming the number one most downloaded app on Apple’s platform; this growth has been reported as ByteDance’s acquisition push efforts. Since its launch, the app has had over 16 million downloads in Japan and about 4.25 million active users in the US. The popularity has also been fueled by the # lemon8 on TikTok with over 2.6 billion views and creators describing it as an interesting blend between Pinterest, Instagram, and TikTok, which they are excited to try. While most of the users are intrigued by the new app, some just don’t want to be left behind in case it becomes the next big thing.

Features and Content

Lemon 8 offers creators a flexible way to share ideas and express themselves; this is by posting videos of up to 60 seconds. The App shares some similarities with TikTok, such as the “For You” and “Following” pages, but it has a different interface. Its most unique feature is the Canva-like graphic design, which allows creators to overlay text on pictures and share information on where to find specific products or services.

”Most people posting on the App seem very passionate about content creation because, on Lemon 8, You don’t just post plain photos, you have to write on the App and make everything cute” shared a TikTok fan when explaining the App to her followers.

The app also supports tags with affiliate links, such as Amazon storefronts; this enables users to monetize their content easily.

Impact on Influencers

Many influencers from TikTok have started migrating to this new platform, leveraging their existing following to gain traction quickly; it is unsurprising to see creators with a sizeable TikTok fanbase receiving over 1,000 likes on Lemon 8. Although it is unclear how creators can make money on the App, a report from the New York Times confirmed that influencers are paid as long as they follow post guidelines, including making 10 posts a month with at least 150 words and a carousel of three to ten pictures. As more influencers and content creators embrace Lemon 8, the app will likely continue to attract more followers owing to TikToks uncertain nature. Those who have started posting on the app seem to be wowed by the Apps layout and its different features, but will it surpass Tiktok?

Amazon launches anti-counterfeiting Exchange; identifying and tracking counterfeits

Betonsky N.

April 21, 2023

In a proactive move to address its counterfeit issues, Amazon has launched an anti-counterfeiting Exchange (ACX), a collaboration within the industry to prevent bad actors from moving their products across different stores.

In its recent brand protection report, Amazon revealed measures that it had previously put in place to get rid of bad actors and prevent the entry of fake products. In the era of using creators to market products, it is difficult to identify which products go to their consumers and what vendors they come from, mainly because they only get access to samples. The recent measure by Amazon is therefore necessary.

How it works

To spot discrepancies, participants share information about previous counterfeit attempts; this makes it easier for sellers to identify and stop perpetrators using collaborative data. When one of the collaborating stores spots a counterfeit, participants share data. The bad actor is then easily stopped and appropriate actions determined; each store independently decides on appropriate action. Since the launch, Amazon has detected hundreds of matching accounts with counterfeit selling accounts and a store perpetrator through ACX.

“We want our customers to have confidence in their shopping experience and for brands to know they are protected from counterfeits. It is critical to share information about confirmed counterfeiters to help the entire industry stop these criminals earlier. By leading the way in creating an industry-wide solution to share information about known counterfeiters, we are excited to have helped improve the industry’s collective ability to fight counterfeit crime, providing consumers and rights owners with greater peace of mind.” Dharmesh Mehta, Amazon’s vice president of Selling Partner Services

Scaling up

The ACX has been piloting the initiative for a while to ensure appropriate guardrails are in place; a model has also been designed to allow more participants, including sellers and marketplace service providers, to join the program. This will give everyone involved an opportunity to make the industry safe, allowing only genuine products to be traded and therefore improving quality. It is time for everyone in the industry to come together and fight against perpetrators; this move is the right approach; it just needs all collaborators to follow the right steps and take action.

“Bad actors are a menace to the industry; some have faced legal action and lost customers due to products they are not primarily liable for. It is high time we come together as an industry and eliminate counterfeits once and for all. It may take time, but at least we are moving in the right direction”. Tanya Breus, Senior Business Development Executive at Logie

Multiple links in bio: a game changer for Instagram

Betonsky N.

April 20, 2023

In a recent announcement, Mark Zuckerberg unveiled a much-awaited feature set to roll out on Instagram through his broadcast channel. The new feature will allow users to add up to five links in their Instagram bios. In the update, Metas CEO describes this as the most requested feature. It is expected to change the landscape of influencer marketing and drive traffic from other platforms to Instagram.

How to access

We tried out the new feature; users can go to their Instagram profiles and click edit profile. In this section, there is a dedicated section to add links which allow users to add their Facebook links separately in the section with a Facebook Icon and external links in the plus button written ‘add external links’; the process is pretty simple and is accessible to all users.

The primary goal of this feature is to allow users access to multiple links and prevent users from leaving the platform to access other sites.

Impact on Influencer Marketing

Multiple bio links mean influencers, content creators, and brands will be able to promote various projects, products, or campaigns simultaneously. This flexibility will allow marketers to target their audiences better and increase their potential to make sales. For instance, an influencer will now be able to include links to their latest blog posts, YouTube videos, affiliate partnerships, and a sponsored promotion all within their bio, making it easier for their followers to engage with different aspects of their content.

With Instagram users able to explore more content and resources within the platform, engagement, and retention rates are expected to rise. The feature will also encourage collaboration and cross-promotion between creators and brands, allowing users to strengthen their networks and leverage each other’s following to expand reach and engagement.

Creators experience

Shaba Shams, a content creator, shares her experience trying out the new update.

“I just tried using the new features, and at first, I could not identify where to find them, and on finding the add link section, I was not able to add links using my desktop; I’m still not sure how it works, but I was able to find where to add my Facebook page link and one more external link. I’ll play with it and figure out how it works.”

Will It Be Seamless?

Although the feature offers numerous benefits, there is potential for challenges. Content creators should be keen not to clutter their bios, making it impossible for followers to identify the relevant content from the others. With such an update, organization will be key; if not, they might lose followers due to clutter. Allowing multiple links may also lead to a lot of spam content or, worse inappropriate links, and Instagram must ensure that robust measures are put in place to safeguard its users.

YouTube updates its Policies on eating disorders

Betonsky N.

April 19, 2023

YouTube announced on Tuesday that it will be updating policies on content for eating disorders and ban videos showing imitable behaviour. The updates include the following;

Prohibition of Content that Imitates Harmful Behaviors

While YouTube has initially had policies to remove content glorifying eating disorders, the platform will now also prohibit content that experts have determined to be potentially imitated by at-risk viewers. Such behaviours include purging and weight-based bullying. By restricting these types of content, YouTube is taking a step further to ensure that there is no spread of harmful practices related to eating disorders.

Age-Restriction on Certain Content

This new measure aims to prevent different age groups and vulnerable audiences from viewing potentially triggering or harmful content related to eating disorders. For instance, the updates will restrict viewers under 18 from accessing specific videos if they are signed out or embedded in another website. The restrictions will be based on YouTube’s guidelines and determined in consultation with eating disorder experts.

“We developed this age restriction approach for eating disorder-related videos in consultation with third-party experts to strike the right balance in our continuing efforts to protect younger viewers from content they may be more susceptible to imitating than adults”.

Expansion of Resource Panels to Watch Pages

To raise awareness about eating disorders, YouTube plans to expand its crisis resource panels which previously appeared on top search results related to eating disorders, to also appear on watch pages in the UK, the US, Canada, Mexico, Korea, Japan, Germany, France, and India. By doing this, the platform believes that broader audiences will be reached with meaningful context and mental health resources. The panels will be available in each of the aforementioned countries in their official languages; they also promise to launch more countries and languages.

Social media has been seen to affect its young audiences negatively. Many have been said to be susceptible to suffering from eating disorders to keep up with their Tiktok, Youtube or even Instagram idols. To limit this, Youtube seeks to bring uplifting content to its platform through new updates. It recently partnered with NEDA to produce a year-long series on eating disorder information. It has also encouraged mental health professionals and clinicians to apply and make their channels eligible for health product features.

The features will be available on Youtube starting today and will ramp up in the coming weeks.

“These efforts are ongoing, and we’ll continue working to make sure YouTube is a safe place for authentic and diverse stories”.

New updates to Instagram reels

Betonsky N.

April 18, 2023

Instagram recently announced a series of improvements to its reels. The company has launched a bunch of features that give content creators better tools to maximize reach while also providing users with a more engaging platform for discovering new trends and creativity.

So, what’s new?

1. Central Destination for Trending Audio and Hashtags

Users will now be able to see top trending songs and hashtags on Reels, view how many times audios have been used, tap to use – and even save audios for later. For creators, top trending topics and hashtags are now easily accessible to help inform your content plan. This is a significant addition for creators because sometimes, it is difficult to know which type of content consumers are likely to respond to. It’ll make it a whole lot easier to keep up with what’s trending.

2. Redesigned Editing Experience

The new update makes it easier for users to time elements and align reels at the right moments visually. Video clips, stickers, audio, and texts are brought together on a unified editing screen. The update will be accessible to both iOS and Android devices globally.

3. In-Depth Insights and Recognitions

Two new metrics to help creators understand how various content is performing have also been added. This is the total watching time and the average watch time. The metrics will provide valuable insights when viewing reels directly. Users will be able to capture the total amount of time your reel was played and any time spent replaying the reel. The average watch time will capture the watch time divided by the number of total plays. This will also provide a way for creators to know how their reels contribute to their growth; from specific reels, they will also receive a notification of their new followers.

4. Updates to Gifts: Easier Way to Recognize Fans

Gifts on Reels had previously been rolled out for fans to show their appreciation, and creators could earn money; the feature has now been expanded to more markets; the UK, Canada, Australia, France, New Zealand, and Mexico. A new feature has also been added to show creators which fans have sent gifts to allow them to recognize their supporters.

“We strive to make Instagram a home for creators like you to express your creativity, connect with your audience, and earn a livingCreators like you inspire people and shape everyday culture. We’re committed to building more products to help you grow and thrive on Instagram, and today’s updates are just a few of the ways we’re investing in your success” Instagram.

Instagram is paving the way for creators to excel and build a strong presence online. With improved editing tools, better insights, and an increasing focus on community engagement, creators will find ways to adapt to these new features and improve their content creation. We expect to see a more vibrant and dynamic landscape of short-form videos on Instagram Reels.

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About Logie

Logie streamlines influencer discovery, product distribution, and content performance to drive measurable sales for eCommerce brands. We also equip content creators with the smart tools, brand partnerships, and commission opportunities they need to turn content into income.

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