TikTok Announces Updated University Marketing Education Course

TikTok has recently announced the ‘fall semester’ curriculum of its Creative Agency Partnerships (CAP) University programme. The programme aims to ‘teach agency creatives how to show up on the platform’ and therefore could be helpful for businesses looking to grow their audience on the platform.

The most significant new addition to the programme is the ‘Content to Cart’ section, which looks into the idea of making content that drives users directly to purchasing a product, alongside the best ways to achieve a higher conversion rate through the platform and how to make use of TikTok’s existing and evolving set of product and shopping showcase tools. This is a feature that has worked incredibly well for TikTok in China but is yet to take off in the UK.

The course is aimed at people working in marketing agencies who are looking to build on their existing TikTok knowledge, so is not open to everyone.

Find out more here

Instagram Trials More ‘BeReal-Like’ Features

After BeReal was named the ‘App of the Year’ by both Apple and Google, competitors have been looking to test certain elements of the app that has made it so successful.

TikTok has already attempted to replicate the feature with its ‘TikTok Now’ addition which encourages users to show off what they are doing at the exact moment and gives users three minutes to capture a piece of content to be shared with their friends on the app.

Now Instagram is looking to do the same with their new ‘Roll Call’ feature which enables members of a group chat to request that all participants add a photo or video of themselves to the chat within five minutes. This is a small-scale version of BeReal, however, it takes place within an enclosed group chat, as opposed to sending the request to all of your contacts like BeReal does.

Find out more here.

Twitter To Start Displaying ‘Tweet Reach’ Upfront

Elon Musk has repeatedly claimed that Twitter usage has been at record highs since he took over the platform. Keen to tap into this audience, the multi-billionaire is exploring the reasons why people don’t tweet, and how to better motivate increased participation. 

Reports suggest most users on the app simply do not tweet and instead use the platform to gain a view of what is going on in the world. The PEW research centre suggests that 97 per cent of all tweets by US users are done so by the top quarter of US tweeters, meaning the other 75 per cent make up a mere three per cent of total tweets.

Musk had stated that “people’s tweets are being seen by a lot more people than they think, and if Twitter can start highlighting this that could be a means to boost engagement.” So that’s what he plans to do – letting users know the reach of their posts.

Only time will tell whether this new feature will be deemed successful or not and turn the lurkers into tweeters.

Read more here.

Snapchat’s Experimenting with a New ‘Story Boost’ Option for Snapchat+ Subscribers

In an attempt to help Snapchat+ subscribers gain more visibility for their content on the app, Snapchat is experimenting with a new feature currently in development called ‘Story Boost’, which would amplify users’ Stories to more viewers.

The feature would ensure that a Story is given priority, and displayed among the first Stories for each of their contacts every day. For casual users of the app, the feature wouldn’t really change much, however it could be a useful tool for businesses who use Stories to reach an audience as ‘Story Boost’ will let the content reach a wider audience in the Discovery section of the app.

Read more here.