Have you seen the new IG features? ??
Kristen Wiley
Founder/CEO at Statusphere - Scale Micro-Influencer Marketing in a Fraction of the Time
Hey there,?
Sliding into September! ???In this month's marketing newsletter I'm covering:
- Trend alert: authenticity on social media culture ???
- IG tests new Reels feature ??
- Instagram Reels are crushing it on reach, likes ??
- New data on TikTok’s ecommerce takeover ??
- Statusphere Brand Story ??
1.?Trend Alert: How "Real" Content is Reshaping Social Media Culture???
“Just be genuine” might not seem like groundbreaking advice for marketers, right?
But new trends signal that authenticity gives brands a serious edge on social media.
This?new report?illustrates how respect and legitimacy for influencers is growing among Gen Z:
- 26% trust influencers’ opinions over product page reviews.?Gen Z wants to see?real?posts from?real?people before buying.
- 33% of Gen Zers think they “have what it takes” to become influencers themselves.?Hint: the future of influencer marketing is everyday creators.
That’s not all. Recent agency reports say?“local” influencers?yield better results than polished celebrity content. And it's not news that simple smartphone videos earn big engagement for brands.
Photo credit:?Crumbl Cookies on TikTok
The result? Traditional ads are losing steam against authentic creator content.?
Heck, people will leave apps altogether to avoid ads.
The push for a more “real” social culture doesn’t stop there. Apps are testing new features that emphasize real-world, personal interactions. This includes?TikTok’s “Nearby” feed?and?location-sharing on Instagram.
Consider that the #CSWM (Come Shopping with Me) tag has 1.6 billion views on TikTok. Creators are crushing it with relatable "day-in-the-life" content for a reason.
Photo credit:?@maiphammy on TikTok
A few months back I discussed the brand-free, friend-only platform?BeReal. Fast-forward to today and the app is booming with??10+ million daily users.?
And surprise, surprise:?Instagram is adapting?BeReal's features for themselves.
The takeaway? With consumers favoring "real" content, and apps following suit,?brands need to integrate themselves into customers’ real-life, day-to-day experiences.?Making it happen means empowering creators to capitalize on content that puts them “in the wild.”???
2. Instagram Tests New Reels Feature ??
Photo credit:?Social Media Today
Another month, another new feature from Instagram.
As reported by?Social Media Today, the platform is currently testing "Topics" for Reels. Here's the scoop ??:?
Instagram is really trying to?refine their Reels recommendations. The goal? Compete with TikTok's addictive algorithm. This feature is the next step in doing just that.
The test also comes fresh off the news that?Gen Z is turning to Instagram and TikTok?over Google. Content searchability and discoverability are big priorities for social platforms right now.
It's unclear whether these video topics will be searchable or evolve into their own feed. Either way, this rollout could continue the growth of social media as a search engine.?
3. Instagram Reels’ Reach is on Fire Right Now ??
There aren’t many “sure things” in marketing anymore.
But frustration with the Instagram algorithm is like clockwork for marketers.
I'm often asked?what brands should post?to beat low engagement on the ‘gram.?
My take? I’ve seen a?massive?increase in Reels activity (and performance!) lately. In fact, a new report by HypeAuditor reinforces the rise of Reels that many brands have reported.
Analyzing over 77 million Instagram posts from influencers in July 2022, here’s what the report found:???
- Reels’ reach and “Likes”?outperformed photos, Carousels?and?in-feed videos.?
- Reels (22%) were the third most-posted content format?behind in-feed photos (42%) and Carousels (26%). This is despite Reels earning the most engagement of all formats.
- A staggering 59% of influencers didn’t post?any?Reels?during July 2022.
You can read the full report?here.
As Instagram becomes more video-focused, Reels are a window of opportunity for brands and influencers alike. Again, I’ve seen a ton of amazing videos in our network recently.
In case you missed it,?Instagram announced?that?all?videos under 15 minutes will now be posted as Reels. This is yet another reason for brands to get on board with short-form video ASAP.
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4. New Report Reinforces TikTok's Ecommerce Impact ??
Photo credit:?TikTok
TikTok can’t stay out of the spotlight when it comes to social shopping.
A fresh report just dropped on how “shoppertainment” is paying off on the platform. The key takeaways for brands promoting products????
- Impulse buys are big on TikTok.??Shoppers are twice as likely to make same-day purchases online versus in-store. When TikTokers see products they like, they won’t hesitate to add them to their carts.
- Community commerce dominates the platform.?People are twice as likely to create videos for products purchased on TikTok. You don’t have to look hard to find product-centric videos.
- More people are finding brands on TikTok?first.?56% of TikTokkers say they’re already using the platform to discover new products. This signals TikTok's power as a product search engine.
You can read the full report?here.
This report echoes what I’ve seen on the platform and among our own members.
You’d be surprised at how many communities on TikTok are hungry for product recommendations. If your product is TikTok-friendly, the potential to go viral is there. This applies to brands of all shapes and sizes.
5. #MomTok Loved This #CrocodileCloth Cleaning Spree ??
I love to shout out our members and brands whenever I can.
Crocodile Cloth's campaign has already earned 1.5+ million loops and 100K Likes on TikTok. This is all within a couple of months of working with Statusphere.?
These heavy-duty cleaning wipes are a big hit with #CleanTok and #MomTok. The size and strength of these cloths make for seriously satisfying cleaning content.
On that note, let’s take a peek at a stand-out video from their campaign.?TikTok creator (and Statusphere member!) @layerkakes earned 270,000 loops and 29,000 “Likes”?on her mini vlog documenting her car clean-up.
Photo credit:?@layerkakes
Pulling countless pairs of sunglasses and a wardrobe’s worth of toddler clothes from her Prius, I loved how candid this video was. She joked that viewers would unfollow her for the state of her car but we were hooked.?
From coffee stains on the window (not judging!) to a stroller, she tested how much she could clean with a single cloth with surprising success.
And by the end of the video, the interior looked brand new.
For #MomTok, this TikTok was super relatable. Many commenters felt motivated to clean their own cars and likewise took note of how well the Crocodile Cloths worked.
Photo credit:?@layerkakes
Why I ?? this:
- The creator’s authenticity.?Personality is what makes creator content compelling. This creator’s style and sense of humor make her relatable.?
- This is a great example of “show, don’t tell” for brands.?The results of the Crocodile Cloths speak for themselves. The product is the star of the show without being totally in your face.
- She’s a Statusphere creator!?I'm constantly impressed by our members’ creativity. This TikTok is no exception.
You can watch the full video?here.
6. How Brands Can Grow Faster with Short-Form Video ??
There’s no shortage of brands crushing it via TikTok videos and Instagram Reels.
But for many marketers, short-form video is?still?uncharted territory.?
How do you tackle these formats as a newcomer? Is one “better” than the other??
I answer these questions (and so many more!) in my upcoming webinar breaking down TikTok versus Reels.?
Register to learn:
- Key platform features, algorithm differences and best practices for videos
- Current trends + brand and influencer content ideas to inspire your strategy
- Tips and tactics for creating videos optimized for engagement
Seats are filling up fast! Reserve yours below!???
ICYMI
Check out these resources from Statusphere that you might have missed:
- How Long Should You Run Your Influencer Marketing Campaign?
- What to Include in an Influencer Gifting Note (Examples + Samples)
- How to Promote Products on TikTok: 18 Post Ideas That Work
- Influencer Fraud: What It Is and Why It Matters for Brands
- 4 Types of Instagram Posts to Help Brands Beat Low Engagement
- 9 Excellent Influencer Gifting Examples to Inspire Your Brand
I'll be back next month with more tips to enhance your digital marketing strategy!
Best,?