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Talk Social: 14 September, 2021 – Facebook unveils Ray-Ban Stories smart glasses

Facebook unveils Ray-Ban Stories smart glasses

Facebook has partnered with Ray-Ban to create its first ‘smart glasses’, with a pair of cameras to take photos and videos, a microphone and speaker to listen to podcasts, and a voice assistant to let you do the whole thing hands-free.

While the glasses bear a strong resemblance to Snapchat’s Spectacles, now in their third generation, Facebook’s emphasis on fashion sets them apart from the competition. Available in three styles, each based on traditional Ray-Ban designs, including the classic Wayfarer.

Facebook has said that future iterations of its smart glasses will come with full AR overlay capability. However, it is not clear at this stage how long it will be before the company unveils its first full AR device.

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TikTok overtakes YouTube for average watch time

A new report from App analytics firm, App Annie, has revealed that for the first time app users in the UK and US are spending more time on TikTok than on YouTube. Of those surveyed, the average user consumed 24 hours of TikTok content per month, compared with 22 hours and 40 minutes on YouTube.

These figures reflect the extent of TikTok’s meteoric rise over just a few short years, and are even more impressive given the three minute maximum of most of its videos, compared to the 10 minute format preferred by many YouTubers.

However, YouTube retains the top spot for overall time spent – not per user – as it has many more users overall. The Google-owned video giant has an estimated two billion monthly users, while TikTok’s most recent public figures suggested it had about 700 million in mid-2020.

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Primark hails digital marketing as ‘critical’ as sales grow

As with many high street brands, the past 18 months have been a difficult period for Primark and the UK’s recent ‘pingdemic’ is being blamed for disappointing results over the summer. However, as more customers return to the high street, the retailer says it expects sales in the second half of the financial year to grow to £3.4bn and digital will play a critical role in its marketing. 

It is currently recruiting to its digital team and working through the initial design and development of its new digital platform, ahead of launching a customer-facing website next year. The new site is set to have improved functionality that will enable it to show both more of the Primark range and to give customers information on stock availability by store. 

At the same time, Primark aims to strengthen its digital marketing ability so that it can send more personalised messages and other content to customers.

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Consumer spending in social apps to hit £12.4 billion in 2025

People will spend £4.89 billion within social apps this year – and that figure will reach £12.4 billion in 2025. This growth is in large part fuelled by the livestreaming boom driving a significant expansion of the creator economy. 

Spending in apps used to be more based on one-off purchases like sticker packs, but now, users are more frequently gifting content creators directly during their livestreams. Some of these donations can be incredibly high, at times. Twitch streamer ExoticChaotic was gifted $75,000 during a live session on Fortnite.

Livestreaming’s ability to drive growth, both in terms of revenue and user time spent in the app, explains TikTok has been heavily investing in new features for its TikTok LIVE platform, including events, support for co-hosts, and Q&As, according to research by App Annie.

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TikTok announces events and addition for Fashion Month

With September being Fashion Month, a time where top designers from around the world debut their latest collections, TikTok has announced a new #TikTokFashionMonth program. This will highlight a range of fashion influencers in the app, and see the platform host various livestreams and events.

TikTok has anointed 10 of its most prominent fashion influencers as ‘Fashion & Beauty Frontrunners’ for the month, which will see these creators featured in dedicated Fashion Month activations, helping to showcase the latest trends and content to their audiences.

The app is also hosting several events throughout the month, which will include big-name fashion celebrities and its own platform influencers.

By further aligning with the latest fashion trends and influencers, TikTok could better position itself within the industry as it works on its eCommerce and in-stream buying capabilities.

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