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Talk Social: 5th May, 2021 – Twitter launches Audio Spaces and TikTok Lead Gen ads

Twitter launches Audio Spaces to all users

The next phase of social audio is here, with Twitter launching its Clubhouse-like feature Audio Spaces.

While all users can now listen in, the ability to host a Space is limited to those with over 600 followers. This is a clever move inspired by Clubhouse’s invitation-only models – by restricting its access in this way it adds to the air of exclusivity and builds excitement among those not yet able to create their own.

This approach was one factor that helped Clubhouse grow so quickly. With Clubhouse’s growth and multiple other apps, like Twitter, now getting in on the social audio action, it remains to be seen if the app can stay relevant in the coming months.

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Instagram launches ‘Instagram Insider’ digital magazine

Instagram has published the first edition of its new ‘Instagram Insider’ digital magazine, which aims to highlight key content trends, based on Instagram activity, as well as influential creators on the platform.

The downloadable 9-page magazine includes overviews of rising trends, profiles of top influencers, and answers to common user questions.

The magazine is essentially designed to appeal to users, and those looking at what to buy via Instagram trends, but it also provides plenty of food for thought for brands and advertisers as well.

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TikTok unveils Lead Generation ads

TikTok is looking to help advertisers gain more direct insight on potential customers via a new Lead Generation advert option. 

The new ad format will feature a customisable form in which users can submit their information in order to signal their interest in a particular product or service. The information is then stored on TikTok, to be downloaded at a later time.

Lead Generation ads can be a valuable tool, as it allows brands the ability to register the information of engaged viewers for future reference and campaigns, as well as build more accurate audience personas for ad targeting, and guide content creation.

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YouTube ad revenue grows by 49 per cent in Q1 2021

YouTube has reported its Q1 2021 results revealing it brought in £4.3 billion in ad revenue for the period, up 49 per cent on the same period last year. 

This is a huge result, which now puts YouTube on pace to beat digital video rival Netflix in annual earnings.

The numbers reflect both the changing video landscape, as well as YouTube’s growing presence beyond the digital realm. People increasingly watch YouTube content on their home TV sets, with over 120 million people in the US streaming YouTube on their TV screens last December alone.

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Pinterest trends reveal how Gen Z long for a return to normalcy

Pinterest search trends show users are eagerly awaiting a post-pandemic life, with the greatest number of searches coming from Gen Z  (those born between 1996 and 2012).

Among this demographic, Pinterest searches are up 96 per cent year-on-year. In particular, Pinterest reports “skyrocketing” searches for holidays, clothes, and home renovations.

Holiday search terms, such as “dream holiday destinations” and “travel tattoos” have increased 75 percent from January 2021 to March 2021.

Home Renovation searches are at an all-time high on the platform. Pinterest typically sees a spike in renovation searches typically peak around the start of the year, however, home renovation searches in Q1 2021 were 28 per cent greater than searches in Q1 2020, and 65 per cent greater than searches in Q1 2019.

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