Edition 33: How U.S. Adults Use TikTok, Reesa Teesa, Reddit Partners With Google on Search Data Sharing and more!
Navigate is a weekly newsletter dedicated to providing the latest updates and trends in the world of social media marketing. Written by industry experts at Captiv8, each edition features key stories, insights, and trends that are essential for staying informed and ahead in the rapidly evolving landscape of social media marketing.
??? Roadmap
?? How U.S. Adults Use TikTok
?? Who is Reesa Teesa?
?? Reddit Partners With Google on Search Data Sharing
?? Meta Expands Access to Instagram’s Creator Marketplace
?? Instagram Tests Live-Stream Games to Enhance Engagement
?? Top Stories
The most recent Pew Research Center study on U.S. adult TikTok users indicates that a small percentage of active posters are responsible for the majority of content creation on the platform, while the majority of users are passive consumers of content. Specifically, the top 25% of users in terms of posting volume generate 98% of publicly accessible videos. Despite one-third of U.S. adults being TikTok users, approximately half of them have never posted a video, and the average user provides minimal information in their account bio. Although younger adults are more inclined to use TikTok, there is little variation in posting behaviors across different age groups. Furthermore, those who do post videos tend to be more active on the platform, with increased following and followers.
In the digital age dominated by short-form content, Reesa Teesa's TikTok series, "Who TF Did I Marry," defied the trend with its extensive and captivating storytelling about her tumultuous relationship with a pathological liar. The series, consisting of 52 videos and nearly eight hours of content, garnered millions of views, catapulting Teesa to a 5,300% follower growth in just a week, reaching over 2.7 million followers. This success challenges the notion that shorter content is always superior, revealing a growing appetite for longer narratives across platforms. The shift towards long-form content, exemplified by Teesa's immersive storytelling, carries significant implications for brands and influencers, emphasizing the potential for creating lasting connections with audiences.
Google has made a strategic move to strengthen its Search business by securing an exclusive deal with Reddit, granting Google access to Reddit's data for use in Search and generative AI projects. Google signed a $60 million per year deal with Reddit, intending to integrate Reddit information into Search and its evolving Gemini models. The partnership aims to enhance user experience by providing more content-forward displays of Reddit information, particularly for product recommendations and travel advice. Google acknowledges the increasing use of its platform to search for Reddit content, and the deal allows Google to directly integrate Reddit's Data API for real-time, structured, and unique content.
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?? Platform Directions?
Meta is expanding access to its Creator Marketplace tool, initially launched in 2022, allowing businesses in regions such as Canada, Australia, New Zealand, the United Kingdom, Japan, India, and Brazil to connect with creators for Instagram campaigns. Despite Meta's past challenges with China's firewalls, Chinese export brands will also be included. The expansion is accompanied by new machine learning-based recommendations within the Creator Marketplace, using Instagram data to help brands identify creators best suited for their campaigns based on engagement rates, brand mentions, and past results. This move aims to facilitate more effective branded content collaborations
Instagram is testing new features to enhance live-streams, allowing some creators to choose and play games with their viewers during the broadcast. The options include "This or That," a question and answer prompt, and "Trivia," providing interactive elements to boost engagement within Instagram live-streams. Meta aims to make live-streaming more appealing to creators, expanding the "Stars" live-stream donation program and introducing options for easier live streaming through third-party tools on desktops. With live streaming gaining popularity in China, Instagram is seeking ways to keep up with platforms like TikTok and YouTube, exploring features like live-stream games to foster community-building and potentially drive sales.
?? Quick Tips
?? TikTok Announces Third Annual TikTok Short Film Competition
?? Instagram Tests Options To Create Alternate Image Backgrounds and Facilitate In-Stream Orders
?? Instagram is adding a 'People You Follow' filter for the DMs
???Pinterest has partnered with Google to allow third part app integration, which will see Pinterest host ads that are powered by Google
???Instagram is allegedly working on voice effects for Reels
???Facebook has added a feature that allows users to cross post to Threads
??Influencer Spotlight?
For the Eras Tour, Jade knew she wanted to make her own outfit. She's never designed, never sewn and never bedazzled a full-fledged outfit, and she choose a daunting endeavor: the "Midnights" bodysuit that Swift wears.
Creative Strategy | Influencer Marketing | Creator Economy
1 年Wow!! I never would've guessed that half of TikTok's user base has never created content. This is so insightful!
Influencers, Social Media & Creator Economy Expert
1 年Reesa Teesa has changed the game on TikTok!