MONDAY MORNING LEARNING – 20 JUNE 2022
Published on 20 Jun '22
YouTube Reports that 1.5 Billion Users Now Engage with YouTube Shorts Content Each Month
It’s remarkable to consider TikTok’s impact on the social media landscape and media consumption patterns in general – not just on TikTok, but also through the myriad short form video offers now available in other apps.
For example, YouTube today released new data on the growing popularity of YouTube Shorts, its own TikTok clone, which was created to blur the line between the two apps and prevent YouTube viewers from flocking to the trending site.
As per YouTube: “YouTube Shorts are now being watched by over 1.5 billion logged-in users every month.”
That is a huge amount, especially when you also consider that YouTube’s total monthly ‘logged in’ audience is 2 billion total users.
Instagram Tests Updated, TikTok-Like Full-Screen Format for its Main Feed
Instagram has updated its full-screen main feed test, which transforms Instagram posts — whether static photographs, videos, or Reels – into a full-height, TikTok-style swipeable flow of all types of IG content.
The navigation bar, description, and Instagram logo are placed on the content, making Instagram Reels and video clips full-screen. This new method would also hide the Stories bar, albeit, in the long run, Stories would most likely be integrated into this new presenting type.
YouTube Brings Shopping to Shorts With Glossier Challenge
Glossier was the first company to sell its products via YouTube Shorts. Glossier’s newest eyeliner, the No. 1 Pencil, is featured in YouTube’s first Shoppable Shorts Challenge.
Glossier is also collaborating with over 100 influencers to create short videos displaying the eyeliner on their own social media platforms. Each video will include the hashtag #WrittenInGlossier, which will direct viewers to Glossier.com to purchase the new product. The challenge kicked off on June 8 and will end on June 23. Because of the current blend of content and business, Glossier’s relationship with YouTube Shorts is noteworthy. More brands will be able to produce shoppable films that are optimised for mobile viewing as YouTube rolls out this functionality. They can also employ influencers and artists to promote their products, such as Glossier’s Shoppable Shorts Challenge, which gives viewers first access to the brand’s newest product.
YouTube is expanding into the short-form video arena, which is TikTok’s main strength, in order to regain growth.
Link: https://www.marketingdive.com/news/youtube-glossier-beauty-festival-makeup/625173/
A Cookieless Future Demands Contextual Commerce
Third-party cookies will be phased out by Google by the end of 2023, but contextual commerce does not require consumer data.
Contextual commerce simplifies the purchasing process and makes ordering simple, allowing customers to shop whenever and wherever they want. (It’s a case of buying in context.)
Contextual commerce should be simple to combine with content marketing initiatives, such as making videos or live broadcasts that link to items and services, allowing users to purchase while watching. For example, social media postings link to the products featured in them, allowing customers to shop while scrolling, and we tag products on Instagram posts wherever possible because IG doesn’t allow link clicks in the caption.
Anywhere that potential purchasers can view your goods should be linked to a purchase option, so they don’t have to go elsewhere to finish their buying. This is where our well-defined call to action urges customers to complete the checkout process.
In order to make ad measurement easier and comparable, Gartner recommends utilising structured content descriptions for advertising, which is the same fundamental piece of material that can be used to populate a section of a web page, in-product help, social media posts, and even chat interactions.
Links:
- https://www.marketingdive.com/trendline/cookie-alternatives/267/?utm_source=MD&utm_medium=Native&utm_campaign=Chicory&signup_location=housead-inline&signup_path=/#:~:text=By%20Chicory-,Advertisers,-are%20still%20debating
- https://oroinc.com/b2b-ecommerce/blog/the-next-level-of-online-shopping-is-contextual-commerce/
- https://blog.crobox.com/article/contextual-commerce
- https://www.gartner.com/en/digital-markets/insights/digital-advertising-without-third-party-cookies
Instagram Will Start Nudging Teens Away From the Content They Continuously Browse Through Notifications
After announcing a new project last year to “nudge” teen users away from hazardous content, Instagram has announced that the feature is now available in the United States, the United Kingdom, Ireland, Canada, Australia, and New Zealand.
If a teen’s spending too long on Instagram’s Explore page looking at posts with a particular theme, the platform will display a notification suggesting that they look at other types of posts instead.
Additionally, Instagram’s existing parental controls are also getting some changes. Parents will now be able to send invites to their children requesting access to parental supervision tools, which previously could only be done by teens. Parents can also get more control over how much time their kid spends on Instagram by seeing what types of posts or accounts their teen reports.
Link: https://www.theverge.com/2022/6/14/23167233/instagram-nudge-teens-harmful-content
CapitaLand Launches Its First 24-Hour Experiential Party in Decentraland, Presented by Dbs
CapitaLand is the first mall operator in Singapore to host a 24-hour immersive party in Decentraland from June 19 at 6 p.m. to June 20 at 5 p.m. (VIP session begins at 5 p.m.). Live music performances, brand exploration docks, the Capitaverse-exclusive Aura Wearable NFT, and virtual hunts for real-world rewards are all part of CapitaVerse’s four levels of interactive and immersive discovery stations.
Members of the DBS Attendees are invited to log in at 6 p.m. and build their avatars in order to receive exclusive complimentary Aura wearables (limited to 1,500) and quadruple their chances of winning a $50 eCapitaVoucher when they share their trendy avatars on Instagram.
Attendees can get their Proof of Attendance Protocol (POAP) NFT from the POAP dispenser in The Checkered Board Lab on Level 2. The POAP is a digital record of your experiences that will be kept in your MetaMask wallet. The POAP is stored in MetaMask, a free digital wallet that allows guests to flash their POAP at participating stores to receive special discounts for a month until July 20th.
