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Talk Social: 11/08/20 – The US TikTok saga continues as Facebook looks to capitalise on the platform’s uncertainty with the launch of Instagram Reels

What’s next for TikTok? 

The ongoing TikTok VS Trump saga continues with The White House issuing an Executive Order last week. Signed by US President, Donald Trump, the Order will effectively see TikTok banned in the US if it is not sold to a US-owned business by September. 

We are still waiting to see if Microsoft will go ahead with the takeover, with analysts estimating the cost will be in the region of $10b to $30b. However, according to the Wall Street Journal, Twitter had held preliminary talks about “a potential combination with TikTok”, which would enable the platform to continue operating in the US, in partnership with Twitter.

However, the idea that Twitter might want to go down that road again seems like a strage prospect, considering that Twitter bought Vine when it was at a similar peak as TikTok. With less than 45 days left to go on the deal, we won’t have to wait too long to find out who the successful bidder is. 

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Facebook looks to capitalise on TikTok uncertainty with the launch of instagram Reels 

Facebook is now attempting to compete with TikTok by rolling out a new short form video format on Instagram. Instagram Reels allows content creators to record and edit short-form videos with audio and music soundtracks — very similar to what users already do on TikTok.

Instagram has said that the Reels video format will live inside of Stories, which is easily accessed from the home feed. The creation process for Reels appears similar to that on TikTok, but it remains to be seen how seamless of an experience it is compared to TikTok.

It will be very interesting to see how brands start to use this new platform, with such uncertainty around TikTok’s future in the US, content creators might look to switch their focus and time to something that could quite possibly overtake TikTok in the long run. 

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Facebook introduces new sponsored post options for groups 

With ad spend dropping in recent months, Facebook is now looking for new ways to generate revenue and exploring an opportunity that would enable businesses to advertise in specific groups that have highly engaged communities. This will create a revenue stream for group admins – with paid partnership posts going directly onto the feed with a ‘paid partnerships’ tag. 

This could be a very welcoming move for group admins who can now generate revenue from their groups – with a clear process now in place for partnering directly with brands through the ‘Branded Content Tools’ option. Brands now have the option to go even more granular when deciding where to target ads on the platform. 

Facebook said; “Facebook has built monetization tools across different surfaces to help individuals and organizations generate reliable revenue that’s sustainable over time, and we’re excited to launch a set of tools that will enable communities, specifically, for the first time, to meaningfully monetize their engaged group audience by partnering with brands to create ‘branded’ posts”.

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Snapchat launches ‘snapchat generation’ campaign in a bid to highlight its potential for businesses 

Last week Snapchat launched a new campaign with the aim of highlighting the potential of its platform for business promotions. The campaign features a range of high profile executives from the NFL, Frito Lay, and Starling Bank – all of which discuss the benefit of using Snapchat to connect with the next generation of media consumers. 

Snapchat has also built its own mini site for this campaign, which hosts more endorsements for the platform and includes a range of case studies, showcasing how brands can benefit and connect with audiences from using the platform. 

Snapchat is currently experiencing some steady growth and now has up to 238 million active daily users, with an audience that is getting older and entering into new spending brackets, which could entice brands to step into this form of interactive endorsements. 

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New data from Twitter reveals how using multiple video formats can benefit your campaign 

Twitter recently partnered with MAGNA Global and IPG Media Lab to test user response rates to a multiple video format approach.

For the test, Twitter utilised a combination of its own video ad formats – First View, pre-roll video ads, and Promoted Video. The researchers conducted their study across six industry verticals, and 136 different ad scenarios, in order to then gauge how each viewer responded on various key elements.

The results show that using multiple video ad formats is more effective, in terms of boosting brand and product awareness. 

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