?? BREAKING NEWS: TikTok’s New ‘Nearby’ Feed Is Here! ??

Hello marketers and business owners! ??

I hope you all had a fantastic bank holiday weekend. I'm really pumped this week, and I'm looking forward to my ‘Back to School, Back To Business’ live webinar on Thursday. I'd love for you all to join me and learn how to re-ignite your marketing efforts. You can grab your complimentary ticket here.?

Let’s jump right into the updates!?

1. New Data Proves That Reels Generate The Most Reach

This report comes as no surprise as video has been the key focus for Instagram for some time now. Instagram Chief Adam Mosseri has repeatedly noted that video engagement has been on the rise and Instagram must lean into that trend in order to best serve its users. The HypeAuditor team examined 77.6 million Instagram posts in July 2022 to determine current engagement trends based on format. The team discovered that, despite being the third most popular post option, reels have the highest reach on the platform by a significant margin. Based on publicly available data, HypeAuditor calculated relative Reach by analysing the number of people who saw each post. It's also worth noting that Reels generate far more Likes on the platform than any other type of content. The data shows that Reels are currently the best option for increasing reach and engagement in the app - yet, despite the growing buzz around short-form content, most users are still not posting Reels. This presents a significant opportunity to get more attention for your Reels content, it’s definitely worth factoring this into your IG strategy.

2. TikTok Tests a New ‘Nearby’ Content Feed

TikTok has confirmed that it is testing a new 'Nearby' content feed, in addition to the existing 'For You' and 'Following' tabs. TikTok's 'Nearby' feed will show you content posted by users local to your area.? This could allow TikTok to display regionally relevant updates related to your interests. A dedicated local feed could provide you with access to a vast nearby user group - and when you consider that, according to Google, nearly 40% of young people now use TikTok or Instagram instead of Google Search when looking for a place to buy from, this could present a huge promotional opportunity for businesses of all sizes.?

3. BeReal Rises to 10 Million Daily Active Users

We’ve all heard about the rising star of the social media world, BeReal. The app has been dubbed "anti-Instagram" with the emphasis on authentic, unedited everyday life rather than the airbrushed, polished lifestyle that Instagram often promotes. That approach is clearly resonating, as other apps are now attempting to replicate its central features, with Instagram currently developing a new 'Candid' challenge and Snapchat adopting the 'Dual Camera' element. Is there, however, room for marketing in the app? Chipotle, for example, has been experimenting with BeReal, using the app to share exclusive promotional codes. There are without a doubt creative considerations here and with 10 million users, I'd dare to say that more brands are brainstorming what they can do to lean into this steadily growing shift. It's worth mentioning that BeReal does not currently allow formal advertising, but that could change in the future as the app expands and seeks to develop a more sustainable business strategy.

4. LinkedIn Rolls Out Option to Pin Comments

LinkedIn users can now pin a comment within the LinkedIn post reply section, which may help to emphasise the best responses and inspire more engagement. As shown in this example by Lindsey Gamble, you can now pin a comment from the three dots menu, which will hold that specific response at the top of the reply chain. This update could be a great method to guide the related conversation or recognise users who have engaged with your post in an innovative or creative manner.

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