The Social Media and Influencer Marketing News You Can Use in June
As we get closer to the Juneteenth holiday, I am reminded of the progress we as a country have made so far, and how progress requires consistent effort. I hope we can all enjoy the time off and to reflect on this country’s history.
Let’s dive into this week’s news you can use, where we’ll cover the latest social media and influencer marketing news that you need to be aware of in June. This week, we’ll discuss two potential platform updates coming to Instagram, Snapchat’s user base is growing older and get a brief introduction on how influencer partnerships come to life behind the scenes.
Need a Gut Check Before Posting? Instagram’s Got Your Back With New Features
Instagram is testing out two exciting new features to enable users to get feedback on their Reels prior to posting them to the public. Both features are currently being tested on select accounts.
The first feature lets users send a preview of their in-progress video creation to friends. On a personal level, it's a chance to ask, "Do I look ridiculous in this outfit?" For brands, it's an additional review step to catch spelling errors, evaluate background music choices, check cuts, assess video length, and more. This process is completely private and visible only to those you choose to share it with.
The second feature allows users to share their Reels with a randomly selected audience of non-followers before officially making them public. For brands, this could be a way to test new concepts or edgier ideas and gauge reactions. You have 24 hours to decide whether to post it publicly or archive it.
Instagram's goal with these features is to improve content quality and encourage more users to give posting Reels a try by offering these safety nets.
Snapchat’s User Base is Growing Up and That’s A Win For Advertisers
Think Snapchat is just a playground for Gen Z? Think again. The platform is experiencing a significant demographic shift, with a growing segment of mature users. In an interview with Marketing Brew, Patrick Harris, Snap's President of the Americas, revealed that nearly a quarter of Snapchat's user base is 35 or older. This data point presents a compelling business opportunity for advertisers seeking to engage a diverse audience beyond younger audiences.
Snapchat's evolving brand positioning is underscored by a new ad campaign that sets the platform apart from its competitors. In conjunction with this campaign, Snapchat has rolled out an array of innovative advertising capabilities, including enhanced Dynamic Ads, generative AI and AR capabilities, and a suite of tools designed to empower advertisers and brands.
With a growing segment of older users and a revitalized ad platform, Snapchat is positioning itself as a potent force in the advertising landscape, ready to cater to the needs of a broader range of brands and businesses. And these efforts are yielding results as an advertising platform, with a reported 85% year-over-year growth in its small and medium advertiser base in Q1. This momentum is further bolstered by Snapchat's expanding user base, which recently surpassed 422 million daily active users.
A Brief Introduction to Influencer Partnerships (Through Legal)
Having a clear partnership agreement is crucial for successful collaborations. We wanted to share some behind the scenes info as to how we bring their content to life, while protecting our clients from any serious issues. Now you’ve probably heard the terms "contract" and "agreement" thrown around on status or internal calls, and are sometimes used interchangeably, but understanding the distinction is vital.
Agreements typically outline the partnership's scope, defining each party's responsibilities. For example, a brand might want an influencer to create content around a certain product and promote the product page on their Link in Bio.
Contracts, on the other hand, often delve deeper, specifying the terms under which the work is carried out. They might include restrictions on language use, guidelines on discussing competitors, and payment details.
Ideally, an agreement and contract are finalized and signed before any creative work begins. Now why are contracts and agreements important? They provide clarity by eliminating confusion by defining roles and responsibilities, ensuring everyone understands their part in the collaboration. And they help our clients mitigate risk by addressing potential disputes by outlining content expectations, how creative revisions happen, ownership of intellectual property, usage rights and termination procedures.
If you enjoyed this week’s “news can use,” you won’t want to miss the latest on TikTok in my blog update surrounding the latest legislation that is forcing TikTok to be sold or be banned in the United States.
The Latest Social Media News You Can Use in June
Welcome to this week’s news you can use, where we’ll cover the latest social media and influencer marketing news that you need to be aware of in June. This week, we’ll take a look at how brands are using experiential events to drive engagements on social media, Instagram leans into longer-form video content enabling longer Reels, and TikTok continues
Before you dig into the TikTok update, get caught up on the latest and greatest in my blog update surrounding the latest legislation that is forcing TikTok to be sold or be banned in the United States.
How Brands Use Experiential Events to Generate Social Engagement
With Summer in full swing, the significance of experiential marketing becomes more clear as consumers want to be outside and brands can meet them there. Whether you're the team behind the Kentucky Derby's social channels, publishing over 50 TikTok posts around this year's event, or the Topgolf team that showcased on social how they sent an ice cream truck serving peach ice cream sandwiches around town during the Masters, brands are stepping up their experiential marketing game and using social media as their platform.
Now, how can advertisers and brands translate live events into online engagement? Here are a couple of tips from our partners at Sprout Social on how to do so:
User-generated Content: One powerful tool in the hands of brands is user-generated content (UGC). By leveraging UGC, brands cannot only increase engagement but also reach a wider audience. People love to see their favorite brands featured in their feeds, and UGC is a proven performer for various Motion clients. This is your chance to empower your audience and make them a part of your brand's story.
Behind-the-scenes content: Contrary to the famous saying, many people are genuinely interested in understanding "how the sausage is made." Behind-the-scenes content provides a window into a brand's inner workings, showcasing the real people and the effort that goes into it. This authenticity can foster a sense of connection, building trust and loyalty among our clients' target audiences.
Instagram Introduces Longer Reels: Why You May Not Want to Use Them
Instagram recently shared an explainer video on how to post Reels longer than 90 seconds. Rather than uploading the video in the app's "Reels" section, content creators can go to "Post" and select the 90-second or longer video they want to post. No more jump-cut edits or sacrificing valuable content to meet Instagram's 90-second Reel threshold. Right?
While longer-form Reels may be beneficial to your brand in some cases, you should keep your Reels as short and snappy as possible. Instagram warns against posting Reels up to 90 seconds, which can limit their ability to drive engagements, and reach new audiences.
According to the caption of an Instagram post on the subject, "any video over 90 seconds won't be eligible to be recommended in Explore or Reels Tab." Aside from Instagram's technical constraints, brands may want to keep content as concise as possible because research shows that shorter videos receive higher engagement on the platform.
TikTok Is Exploring a US-Only Version of Its Algorithm
Would TikTok still exist if its all-knowing algorithm didn't keep feeding you more of the content you want to watch every time you log in? That could be a key question of the app's next evolution as it ideats around alternatives that would allow it to remain in operation in the United States. Under China's revised export-control rules, Chinese officials have already vetoed any potential sale of its algorithmic code. Any sale involving its source code would require Government approval. As a result, we can rule out TikTok being sold in it’s entirety.
Rest assured, TikTok has been diligently working on an alternative feed algorithm for over a year as part of its 'Project Texas' initiative. While some may be skeptical (including me), it's important to remember that TikTok's success is built on a system of proprietary technology, making it a formidable challenge to replicate it completely.
If you’re looking for more of the latest and greatest in social media, ee sure to check out more of my writing. Such as, my favorite social media tools, like GoCharlie.ai. And you can also get the keys to gaining success with influencer marketing and more deep dives on other social media or influencer marketing topics.
The Latest Social Media News You Can Use In May
Welcome to this week’s news you can use, where we’ll cover the latest social media and influencer marketing news that you need to be aware of. Today, we look at the rise of the employee social media ambassador, the latest data around when is the best time to post your brand’s content, and X is making another platform change regarding how engagements are viewed.
Before you dig in, don’t miss my blog update about the latest legislation that is forcing TikTok to be sold or banned in the United States.
The Rise of the Employee Social Media Ambassador
In April, TikTok creator and Chick-fil-A employee Miriam Webb, who built a following of tens of thousands of people by reviewing Chick-fil-A menu items, said in a post on the platform that she had been notified by the company that her videos violated a rule in its employee handbook. She would no longer be posting them—much to the disappointment of her comments section.
Less than a week later, Webb released the first of two paid videos with Shake Shack, in which she reviewed the chain's new chicken sandwich. This is just one example of successful brand partnerships, with Miriam also working with other brands, including El Pollo Loco, Dunkin Donuts, and Claire's, further demonstrating the potential of such partnerships.
Brands like Southwest Airlines, Sherwin Paint, and Chick-fil-A are grappling with a fascinating challenge. They are striving to utilize the power of employee advocacy on social media effectively. The struggle lies in maintaining the authenticity that these employee social ambassadors can convey, as they represent real human beings who can humanize a brand, much like influencer marketing.
Best Times to Post to Social Platforms in 2024
There is no single best time to post on social media for every brand and business. Each brand's audience is unique, with different behaviors and interests, so there is no one-size-fits-all, prescriptive approach that will guarantee the best results every time you post. However, this also means that there are always opportunities to adapt and improve your social media strategy.
According to Sprout's data, the best times to post on Facebook are weekdays between 9 a.m. and midday, with Sundays being the worst. According to Sprout Social, weekdays between 9 a.m. and 2 p.m. are the best for Instagram, with less engagement on Fridays and weekends.
While there's no universal 'best time to post' on social media, guides can serve a valuable purpose. They can highlight broader trends in engagement and prompt you to consider when you might want to start experimenting to find your ideal posting cadence.
On LinkedIn, company pages receive the most engagement on Tuesdays and Wednesdays between 10 a.m. and 12 p.m. Pinterest is also included, with the best time to pin is Tuesday through Friday at 1 a.m. TikTok posting works best in the afternoon, between 2 and 6 p.m. on weekdays. Finally, on X, weekdays between 9 a.m. and 3 p.m. are ideal.
X Is Hiding Post Likes for All Users
A new update from X has removed the ability to browse a user's profile and see which posts they've liked. X has decided to remove Likes from the platform for all users in order to mitigate the potential negative consequences of your interest.
It will not only give users more freedom to like whatever they want without fear of someone looking up their Likes later, but X hopes that with this increased freedom, users will Like more posts, allowing it to use that data to improve its algorithms.
That’s all for this week! If you’re looking for more of the latest and greatest in social media, ee sure to check out more of my writing. Such as, my favorite social media tools, like GoCharlie.ai. And you can also get the keys to gaining success with influencer marketing and more deep dives on other social media or influencer marketing topics.
Social Media and Influencer News You Need To Know In May
Welcome to this week’s news you can use, where we’ll cover the latest social media and influencer marketing news that you need to be aware of. Today, we’ll look at a TikTok user who brings his branding takes to the platform. Instagram is preparing a new feature similar to BeReal, and Sprout Social releases their latest influencer marketing findings now so that they can leverage Tagger insights.
Before you dig in, don’t miss my blog update about the latest legislation that is forcing TikTok to be sold or be banned in the United States.
How A Branding Expert Uses TikTok to Share His Professional Takes
Ashwinn Krishnaswamy, a TikTok user with a truly innovative approach, is bringing his branding takes to life on TikTok. His videos, a departure from the usual Twitter threads or LinkedIn thought leadership posts, offer a breath of fresh air. With his diverse background in design, product, and branding, Ashwinn adopts a unique 'teardown' approach to critique brands and provide builds.
For instance, he meticulously analyzed Barstool Sports founder Dave Portnoy’s watch brand Brick and then unveiled his vision for a rebrand. In another video, he even reimagined ad copy for Allbirds running shoes, with a "strong" suggestion (looking at Terry and Stefan): "All nerds wear Allbirds." Even for something considered more niche to the average consumer (e.g., branding), it's clear that entertaining and relevant content continues to be prioritized even if the topic isn't broad.
Instagram Working on a “Peek” Feature to Encourage User Interaction
Instagram is trying to revive the BeReal trend. According to researcher Alessandro Paluzzi, Instagram is developing a new Peek feature. This feature allows users to share a quick, unfiltered snapshot of themselves or their lives with friends. The recipient would then be able to view the image once before it was permanently deleted. The Peek feature is a response to the growing demand for more authentic and real-time content, a trend that is also shaping the influencer marketing landscape.
The Peek feature is similar to the BeReal trend in that it encourages users to share simple, real-time images that capture their daily life without the performance pressure of a regular Instagram feed. Like BeReal, the Peek feature is a response to the growing dissatisfaction with the curated, edited, artificial portraits that many people post online, depicting an idealized version of themselves. This dissatisfaction reflects a renewed desire for more 'realness' and authenticity in communications, a trend that is also influencing the evolution of influencer marketing.
BeReal is struggling to maintain its usage due to insufficient demand for its services. Such an option may make more sense in a larger platform like Instagram, where private group chats are increasingly used instead of public posts.
Sprout Social’s Influencer Marketing Trends Across Industries
As consumers grow more discerning, they are turning to influencers they trust for recommendations, bypassing traditional advertising channels. This shift underscores the importance of authenticity in introducing a brand to an unaware audience. It's a reassuring trend, indicating that consumers are seeking genuine connections with brands.
This article from Sprout Social delves into some recent influencer marketing trends relevant to advertisers and brands. Our goal is to help our clients recognize the growing importance of influencer marketing as part of their overall marketing approach, as it reflects their audience's values and enhances their brand's credibility.
If you’re looking for more of the latest and greatest in social media, ee sure to check out more of my writing. Such as, my favorite social media tools, like GoCharlie.ai. And you can also get the keys to gaining success with influencer marketing and more deep dives on other social media or influencer marketing topics.
The Latest Social Media and Influencer News in April
Welcome to this week’s news you can use, where we’ll cover the latest social media and influencer marketing news that you need to be aware of. Today, we’ll look at the breaking news surrounding a potential TikTok ban, hear from LinkedIn as they share some great B2B marketing tips, and the latest user data shows Threads may be finally trending in the right direction.
TikTok's Potential Sale or Ban Inches Closer
A lot can change in a week, and President Biden recently signed legislation into law, which received bipartisan backing. This legislation, known as the 'TikTok Sale Act ', would require TikTok's owner, ByteDance, to sell the app due to concerns over data privacy and national security. TikTok has already indicated it intends to contest the law in court, so don't expect anything to change immediately.
If TikTok's sale is not finalized within nine months, the app will be prohibited in the United States. This could have significant implications for our clients, brands, and consumers who have built a following on the site. What could this mean for your business? I recently wrote about this new legislation on The Motion Agency’s blog, which delves into the potential ramifications. Tick-tock.
LinkedIn Shares Tips to Help B2B Marketers Maximize Their Content Efforts
LinkedIn has recently shared invaluable tips for marketers to optimize their campaigns, including platform-specific guidance for their outreach efforts. Their latest infographic is a treasure trove of insights on how B2B marketers can effectively connect with their audiences at the right time and context to meet their needs.
The tips are primarily intended to help B2B marketers do more with less as market budgets tighten. For a comprehensive overview of LinkedIn, click here.
Is Threads the Next Platform to Reach 1 Billion Users?
If this new Apptopia data is correct, it suggests that Threads may soon surpass X in terms of daily active users in the United States if it hasn't already. According to Business Insider, Threads had an estimated 28 million daily active users (DAUs) in April, compared to X's average of 22 million.
Is Threads the Next Billion User Platform? According to Apptopia data, it's a possibility. Threads has shown rapid growth since its launch in July 2023. With 130 million total active users, it's still a long way from X's 550 million monthly active users worldwide. However, Threads offers a more engaging user experience and the potential for deeper integration with other Meta platforms such as Facebook and Instagram. In that case, it could be the next big thing, surpassing X.
That’s all for this week’s news you can use, but expect more to come with TikTok’s potential ban less than 9 months away. If you’re looking for more of the latest and greatest in social media, ee sure to check out more of my writing. Such as, my favorite social media tools, like GoCharlie.ai. And you can also get the keys to gaining success with influencer marketing and more deep dives on other social media or influencer marketing topics.
What a Potential TikTok Ban Could Mean For You
Note: This piece was published on April 25, 2024 on The Motion Agency’s blog. We expect the below to change as ByteDance plans to contest this legislation in court.
On Wednesday, President Biden signed legislation banning Chinese-owned TikTok unless it is sold within a year. It is the most serious threat to the social media app’s future in the United States, escalating the country’s technological conflict with China. The legislation was included within a bill that included international aid for Israel, Ukraine and Taiwan and requires ByteDance to sell its ownership in TikTok within 12 months or risk being shut down.
This is the first time the United States government has tried to ban an app on a national scale. However, it has already ordered that all federal employees remove TikTok from government-issued phones, and 34 states have prohibited it from government devices. A Montana law prohibiting everyone in the state from using TikTok was put on hold after a federal judge ruled in November that it “likely violates the First Amendment.”
Why a TikTok Ban?
The FBI has warned that TikTok poses national security dangers due to the Chinese government’s alleged link with ByteDance. This link might allow the Chinese government to “control” software on millions of devices in the U.S. and conduct influence operations through the app by prioritizing specific pieces of content.
Many other countries, including members of the European Union, Canada, the United Kingdom and Australia, have also banned the app on their employees’ work phones. India and Nepal also made it illegal to use TikTok in their respective countries.
The advocates of the bill, as well as other countries that have banned the app, argue that TikTok is a question of national security and provides the Chinese government with a powerful instrument for spreading propaganda. They cite the Chinese national security legislation, which requires enterprises to comply with the Chinese government’s intelligence collection.
According to The Wall Street Journal, the Chinese government plans to prevent ByteDance from forcing the sale of TikTok, potentially leading to its prohibition in the United States.
Critics of this bill argue that if passed, other governments may force American corporations to sell or transfer their local operations to a foreign entity. And based on the new law’s broad phrasing, it may also affect ByteDance’s other apps, such as Lemon8 and the AI-powered homework app Gauth.
Even if TikTok is sold to a new U.S. owner, creating it as a distinct firm with its own shares, ByteDance may diminish the strength of the transaction by not including TikTok’s algorithm in the sale. Without the algorithm, U.S. TikTok would not be as popular as it is now.
What Does a Potential TikTok Ban Mean for Your Brand?
Due to the nature of how the law is structured, TikTok users are unlikely to experience any immediate disruption. The app’s sale will likely be delayed for months as TikTok looks to challenge the legislation in court, and the earliest TikTok could be banned in the United States is January 2025.
So, if TikTok adds value to your business through organic content or paid advertising, the newly signed bill should not affect any aspect of your present TikTok strategy. Don’t get rid of an efficient media channel that can still have a positive impact on your business for nearly nine months. If you’ve developed an audience on TikTok, and you’ve fostered that community’s growth, there’s no need to abandon that audience just yet.
However, if your brand is primarily focusing its content efforts on TikTok and nowhere else, it may be time to align your content approach on TikTok to other social media platforms that have similar post formats Many view Instagram Reels and YouTube Shorts as potential alternatives for brands looking to reallocate their TikTok resources to another platform. The TikTok ban might result in billions of dollars in additional ad revenue for Meta and Google, the owners of Instagram and YouTube, respectively, according to recent eMarketer research.
Because Motion encourages clients not to invest too heavily in any one platform, we believe our clients will be well insulated from any significant changes stemming from a TikTok ban. Being more agnostic when it comes to your content strategy and the channels you’re active on means there is less risk to your brand long-term, and you can weather turbulent changes like this.
If you were planning to launch your brand’s TikTok channel in 2024, don’t let this news dissuade you from doing so. Even if the ban takes place, you have nine months to help your brand garner greater reach, grow your online community and potentially create new sales opportunities.
While many advertisers continue to invest in more established marketing channels, TikTok has untapped potential for reaching new audiences that aren’t on other social media platforms. In January 2023, Sprout Social data showed TikTok had 850 million global users, with 40% of them not on Facebook, and 63% of them not on Twitter.
What Happens Next?
Currently, it appears more likely that TikTok will be sold off in some fashion, or the bill could be nullified after the election, as Donald Trump has reversed his position, saying that he is opposed to a ban.
Depending who you talk to, this legislation is either the culmination of months of work on Capitol Hill or a complete shock. Motion has been tracking the latest TikTok news in our monthly social media roundup, Social Commotion, for months. We’ll continue to provide updates as news progresses.
Don’t forget to follow Motion on LinkedIn to stay up to date on the latest.
