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Talk Social: 30 March, 2021 – Instagram and Snapchat both testing versions of TikTok Remix function

Instagram and Snapchat both testing versions of TikTok’s Remix function

Given the popularity of the function on TikTok, it’ll come as no surprise to see that both Instagram and Snapchat are working on ‘Remix’ functions for their own apps.

Remixes – also known as ‘Duets’ – have been a key engagement tool on TikTok, giving users the capacity to respond to trends or engage in viral memes by recording their own video alongside an original.

Days apart from each other, Snapchat and Instagram revealed plans to clone the function in their own apps. It’s interesting to see another example of how TikTok continues to influence the new social media landscape.

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YouTube provides a new overview of Shorts

YouTube is also rolling full steam ahead with its TikTok-esque feature ‘Shorts’. 

As well as expanding its beta test in the US last week, the company provided a new overview of how Shorts will work and answered some of the most frequently asked questions about the feature.

In defining the function, YouTube explained ‘Shorts are actually any vertical video, 60 seconds or less in length, and you can upload Shorts by following the standard upload flow on mobile, desktop or your preferred device’.

In answer to the question “why YouTube is creating Shorts?”, the company didn’t mention the rise of TikTok instead saying “every year we see an increasing number of people coming to YouTube, looking to create, and we want to make it easier for them to do so.”

Shorts, when it arrives, could present an exciting new opportunity for brands to boost exposure, and it will be worth considering for future video marketing campaigns.

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Instagram expands IGTV ads to the UK

After launching an initial test of IGTV ads with US creators in May last year, Instagram has now announced an expansion of the program to selected creators in the UK.

This could prove good news for British content creators, allowing them to monetise their content uploaded to IGTV. Instagram currently shares 55 per cent of all the ad revenue from IGTV ads with the content creator – the same split YouTube offers in its partner programme.

For brands, this placement option opens up a new location where content can be seen and reach new potential customers.

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Twitter is considering adding emoji-style reactions to tweets

Over the past month, Twitter has been surveying users about the potential of adding a broader set of emoji-style reactions on tweets, giving people more ways to quickly engage in the app.

As well as gauging people’s response to Facebook-style reaction emojis, Twitter also asked about people’s thoughts about a Reddit-style upvote and downvote option, which could factor into a tweet’s distribution and engagement.

Given Twitter’s recent newfound sense of momentum in product development, it’s not surprising to see the company looking into new engagement mechanics. We’ll keep you updated on any progress.

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TikTok owners ByteDance steps up push in gaming

TikTok’s parent company ByteDance is on a spending spree to diversify beyond its existing social media platform into gaming.

ByteDance has been buying up small gaming companies since 2017, but last week acquired Shanghai-based studio Moonton for a reported £2.9 billion.

While growth was very sudden for TikTok, growing a gaming platform and developing several successful games will likely take ByteDance several years to show if their investment was worthwhile.

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