Edition 8: Creators Opt for Instagram, Gen Z Watched YouTube Ads, TikTok Launches AR-Creation Studio and More!
??? Roadmap
?? US Creators Opt for Instagram
?? Majority of Gen Z Teens Watch YouTube Ads
?? Nissan’s Heisman House Teams Up With Zillow and Caleb Williams
?? TikTok Launches AR-Creation Studio
?? Instagram Testing 10-Minute Reels
?? Threads Launches Test of Keyword Search
?? Top Stories
Instagram continues to dominate as a preferred platform for creators, with approximately 98% of creators using Instagram feed posts, Stories, and Reels, surpassing TikTok, Facebook, and other social networks. In the United States, nearly 60% of social network users are expected to use Instagram this year, making it a frontrunner in influencer marketing. Instagram's potential for high-paying partnerships and its performance-based monetization program are expected to help the platform sustain its lead. However, TikTok is gaining ground, with 89.6% of US creators planning to share sponsored video content on the platform, thanks to its algorithm's appeal to video-centric creators
Research by Precise TV and Giraffe Insights revealed that Gen Z teens are not only watching ads on YouTube but are also paying attention. 60% of teens prefer to watch YouTube ads rather than skip them, and nearly half can recall an ad they've seen on the platform. This data coincides with YouTube's 4.4% increase in ad revenue for Q2 2023. For brands looking to connect with Gen Z, these findings suggest that reallocating ad spend from traditional TV to YouTube can lead to stronger engagement, better recall, and increased purchase influence.
The research highlights other key insights, such as the fact that nearly 80% of teens watch YouTube, making it the top platform in this demographic. Gen Z teenagers are also twice as likely to remember ads on YouTube compared to TikTok, and YouTube is where they find the most engaging ads.
? Revved-up Campaigns
Nissan is not selling its iconic Heisman House but has partnered with real estate platform Zillow to promote it. The Heisman House has been a long-standing tradition for Nissan, using ex-Heisman Trophy winners in comedic ads for the last 12 years. This year, USC quarterback and 2022 Heisman Trophy winner Caleb Williams gets his turn. The campaign includes a dedicated Zillow page where fans can virtually tour the house. The campaign will further the real estate theme with multiple influencer partnerships including TikTokers Caleb Simpson and Jonathan Carson .?
领英推荐
?? Platform Directions?
TikTok has officially launched Effect House, its augmented-reality creation studio, after over a year of development. This platform allows a broader range of creators to build in-app AR effects, spanning from AR apparel to fantasy worlds and interactive games. Effect House aims to compete with platforms like Snapchat's Lens Studio and Meta's Spark AR by providing creators with the tools to contribute to social media trends.
Instagram is internally testing the extension of its Reels video format, potentially allowing users to create videos up to 10 minutes long. This move aligns Instagram's short-form video offering with TikTok, which expanded its maximum video length to 10 minutes earlier in 2022. This change aims to address the limitations of the current three-minute format, making it easier for users to consume content on the platform.
Threads is rolling out a new keyword search feature in Australia and New Zealand, as a part of the team's efforts to improve user experience. With this update, users can search for posts containing specific terms, aligning Threads more closely with other social apps. However, Threads is still missing several crucial elements, including API accessibility for post-scheduling, and it is not yet available in the EU. While Threads significant attention initially and quickly reached 100 million members, recent weeks have seen a decline in usage and slower downloads. Despite these challenges, there remains a demand for a Twitter alternative, and Meta is committed to refining Threads to meet user expectations over time.
?? Quick Tips
?? Reddit Rolls Out Enhanced Ad Targeting Tools, Including Related Keyword Suggestions?
?? Threads Launches Initial Test of Keyword Search
?? X Adds New Privacy Policy Notes on Biometric Info, Job History and AI Model Training
?? Instagram users will now be able to “co-author” posts with up to three friends
??? Threads is allegedly working on voice posts
??Influencer Spotlight
Planning a trip to Southern California soon? Why not check out the best Food Influencers provided by San Diego Magazine so you know where to pick every time you make a reservation!