Published on 08 Mar '22

TikTok Expands Maximum Video Length to 10 Minutes

TikTok seems to be pushing the limit of our attention span from expanding the limit to 3 minutes, and now 10 minutes.

This new version may pit TikTok against YouTube, which has traditionally dominated as the most popular long-form multimedia site. Longer videos help TikTok to compete more effectively with YouTube (which favours long-form content), as well as attract an older audience and enhance overall app engagement time. Longer-form material, according to TikTok, is easier to monetize and keeps users on the network longer.

However, YouTube would appear to be more appealing to long-form video creators because the platform offers more revenue prospects and is easier to monetise because ads do not have to be a direct component of the content.

For makers of long-form content, there are well-established apps with better-incentivised platform possibilities. It’s unclear that many producers will want to make long-form material on TikTok until the app offers greater incentives and new creative tools, such as making their platform editable and uploadable on the desktop.


Instagram Announces Closure of Separate IGTV App, Removal of In-Stream Video Ads

As part of IG’s efforts to simplify its video offering, the company will shut down its standalone IGTV app and remove the option for in-stream video ads, focusing on short-form video content rather than Reels, which have been a big contributor to engagement growth.

While creator revenue would be harmed, IG plans to replace it with Reels, which will use sticker ads. Creators who have earned money through this method will be reimbursed with a one-time monthly payment based on their current earnings.

Here are some video-making tips from Instagram:

Keep it short. Our audience loves short, interesting videos, and reels are the greatest method to achieve that.

Focus on immersive. Optimize your video content to be viewed vertically. This means using high-resolution, 9×16 vertical videos with no borders, where the text does not cover the majority of the screen.

Make a good first impression. Pull the viewer in within the first few seconds and keep them interested for the duration of the video. The first three seconds are critical!

Be consistent. Create an editorial calendar that you can stick to. You don’t have to post a video every day; just make sure you go at a pace that works for you.

Avoid visibly recycled content: We’ve heard that our community wants to see reels that are uniquely made for Instagram. This is what they find the most entertaining and inspiring. Avoid posting reels that are visibly recycled from other apps (i.e. contain watermarks).

Consider the material. We avoid recommending reels that focus on potentially sensitive content, as well as content that is overly promotional or too commercial. You can refer to our Community Guidelines and Recommendations Guidelines for more information.


Can Brands Stay Safe in the Metaverse?

Brand safety should be at the forefront of marketers’ thinking as they consider how the metaverse fits into their plan. However, there is evidence that, as with other digital platforms, as the platform’s popularity develops, so does extremist or hate groups’ interest.

With that in mind, the question is how do brands keep their metaverse space from being overrun by hateful players? According to experts, the metaverse may be less risky than other platforms.

So a good example is, for instance, if you want to launch an NFT for brands, there’s generally a discord that comes along with it. And those communities can shoot down a discord as well. So the community is a lot more in control as to what’s happening

One way to enhance brand safety is through the use of “smart contracts.” These are programs that are stored in the blockchain that only activate under certain conditions. If the conditions of the smart contract are violated, the program fails to run. If brands built certain rules into a mandatory smart contract before selling someone an NFT or allowing them to enter into a virtual space, they may be able to keep themselves safe.

The metaverse is quite at an early stage and its ability to gain wider adoption could be hurt as a broader reckoning around digital privacy takes place. There are numerous concerns over the amount of data that the metaverse will create on its users, such as biometrics.

With the technology being so new, some experts are asking if brands are moving too fast given how consumer adoption remains low.


Users Can Start Earning Ethereum “Tips” on Twitter

Twitter introduced “Tips” in early 2021, which allows users to earn money from their followers.

Twitter has allowed users to add their Ethereum address to their profile after letting them to add their Bitcoin address in September 2021.

Twitter’s announcement is just another proof of the firm’s interest in cryptocurrencies and blockchain technology since the company allowed users to use their NFTs as profile images earlier this year.


Instagram Launches Automated Captions for Feed Videos

Instagram has taken the next step with the addition of auto-generated captions in Instagram feed videos, following the launch of automatic captions for IGTV uploads in 2020 and the expansion of captions to Stories last year.

The ability to add automated captions to all components of the app, including Reels (through the ‘Captions’ sticker), which is now Instagram’s fastest-growing engagement surface, has been one of the most requested features within Instagram community.

Users will now be able to switch on auto-captions for any Instagram feed post, providing another way to expand consumption options in the app. It will also assist creators in maximising viewership in both sounds on and sound off situations, which might be a huge benefit. 


LinkedIn Acquires Marketing Analytics Platform Oribi to Improve its Marketing Solutions Offering

Oribi’s analytics tools enable simplified event tracking and response, by highlighting the key insights that can be taken to capitalize on performance trends.

This means it will be able to employ automated tagging and code-free technology to analyse and measure website conversions, providing insight into user behaviour that can be used to improve performance.

As an example, assisting a marketer in identifying better leads to assisting a recruiter in identifying the best applicants.

This has the potential to help LinkedIn better conform with evolving privacy trends by enabling improved response monitoring without the need for third-party cookies or in-app tracing.