THE SOCIAL TEA #009: Instagram turns all video content into Reels
Welcome to August’s edition of The Social Tea, where we give you the lowdown on the latest platform updates.
From Instagram’s pinned posts to TikTok’s first LIVE subscription model, we’ve covered everything to keep you up to date with the world of social.
Instagram officially launches pinned posts
Instagram has been teasing us with the launch of this feature for quite some time now. The platform recently started testing the new pinned post feature and, as of last month, it has officially launched globally.
Brands now have the option to pin posts to the top of their profile, giving them greater control over what content users see on the feed first. The new feature will allow both posts and Reels to be pinned in their respective tabs, which will give wider visibility to content of your choosing.
Instagram have stated:
“You can now pin up to three posts (photos or Reels) to remain at the top of your profile grid, giving creators more flexibility to express themselves on their profiles. Starting today, the feature will be available globally to all users.”
This update comes as no surprise, as Instagram shifts focus towards creating a platform which gives both creators and brands more control over their accounts. Brands will now have the choice to pin posts that give the most value to their audience to the top of their page - for example, FAQs or highlighting exclusive offers. We can expect to see plenty more updates like this throughout 2022 🙌
TikTok launches the first stages of a LIVE subscription model
Last month, TikTok began roll-out of its first live subscription model. The new update gives creators the opportunity to monetise their videos by sharing exclusive streams with paying audiences within their community.
Monthly subscribers will gain access to a range of exclusive features, including:
Subscriber Badges - Subscribers will gain badges displayed by their name, with the opportunity for these to change over time 💙
Emotes - Custom-designed emojis will be available to subscribers to use during live sessions, to add to that VIP treatment ✨
Subscriber-Only Chat - Creators have the option to enable subscriber-only chat during these live sessions, making them more personable to subscribers 💬
For creators and brands, this new feature is a massive win. Not only will this create and grow communities within the app, but they also earn revenue whilst doing so.
Instagram announces new Reels features
Instagram are upping the ante with their latest updates for Reels. As of last month, brands and creators are now able to add interactive stickers, post videos up to 90-seconds long and use Reels templates.
Let’s take a closer look at what these updates look like:
Interactive stickers - Like Stories, engage your audience with interactive features on Reels such via polls, quizzes, questions, and emoji sliders.
Longer Reels - Creators now have the option to make longer Reels of up to 90-seconds.
Preload Templates - Instagram has launched Templates, a new feature that allows users to create a Reel using another Reel as a template. This update makes content creation more accessible for all users - which we are so here for 🙌
Import audio - Creators now have the option to import their own audio directly to Reels. This has been key to creating viral sounds on TikTok, so it will be interesting to see if that success is mirrored on Instagram.
With new interactive options and flexibility of the extended video length, the new update brings about lots of new opportunities for brands to harness engagement via Reels. For all our social media managers out there, these will be ones to watch over the next few months 👀
Snapchat adds ‘Shared Stories’
Snapchat has launched ‘Shared Stories’, which will enable users to invite others to contribute to their Story by adding their own Snaps.
So, what does this update look like?
Snap have explained the move towards collaborative content:
“Shared Stories is a new iteration of Custom Stories, a product that previously allowed Snapchatters to create a Story and add friends to view and contribute. Now, with our new and improved Shared Stories, Snapchatters who’ve been added to the group can add their friends as well, making it easier for the whole soccer team, camp squad, or group of new co-workers to get in on the fun.”
This new update is one of many, as we have seen other platforms move towards being collaborative, for example Instagram’s ‘Invite Collaborator’. Snapchat’s newest update could lead to new sharing behaviours, with the ability to keep on adding and sharing streaks of Stories.
For brands working with influencers on the channel, the option to add multiple collaborators would extend reach and visibility across multiple platforms - which is a big win! This update has our approval ✅
Twitter launches ‘Start a space’
Twitter is developing the option to ‘Start a Space’ at the tap of a button, on any tweet found on your timeline.
The new feature could benefit brands, as the option to Start a Space is likely to initiate more real-time discussion and, in turn, create more engagement with content and topical moments.
Instagram goes TikTok
Of course, this list wouldn’t be complete without the freshest and hottest debate in the world of social media: Instagram’s latest update, which, in the words of Instagram’s Adam Mosseri, is moving the app “to a place where video is a bigger part of the home experience, where content is more immersive”.
Similar to TikTok, content now takes up the entire screen, and users have to swipe between individual posts. It’s fair to say that this new version of everyone’s favourite photo sharing app didn’t land well with its loyal community.
The update has received widespread backlash, with one post accusing Instagram of “trying to be TikTok” receiving over 2.1 million likes – it has even been reshared by Instagram royalty Kylie Jenner and Kim Kardashian.
Good news is, it looks like Instagram are actually taking the community’s concerns to heart. In Adam Mosseri’s latest response, he ensures users that the new full-screen version of Instagram is a “test”, and that he is aware “it’s not yet good”.
Fingers crossed we’ll see improvements soon! 🤞
As we’re now in the second half of the year, all platforms are upping their game with new improvements week-on-week. From the likes of subscription models to Shared Stories, a common theme we’re seeing is that each channel is striding towards creating a more collaborative and user-friendly platform… which we adore 💚
Stay tuned for September’s Social Tea, for your monthly round-up of all things social. In the meantime, stay up-to-date with the latest social news by following us on Twitter.