Social News This Week - 04.03.2022
10 mins TikToks, Twitter gets into podcasting, Twitch pays its creators, ITV's new streaming platform, motivation-based ads work best for gaming, and GreenPeace hijacks GTA V.
1.?TikTok ups video length to 10 mins
TikTok has officially rolled out 10-minute videos, allowing it to compete with YouTube. Users are unable to film for 10 minutes within the app, but can upload long videos from their camera rolls. However, the platform is facing questioning from creators regarding monetization. TikTok doesn’t currently run ads on videos, but between them. That means individual creators can’t be credited for generating specific numbers of ad views - something that will likely need to change if TikTok hopes to compete with YouTube. (Via TubeFilter)
2. Twitter to add a podcast tab
Twitter is seemingly set to make podcasts a much bigger focus in the app, with a new test underway that would provide a dedicated tab for podcasts, reachable via both in the side and lower function bars of the app. It’s unclear how podcasts could be displayed on the platform or if it’ll somehow incorporate Spaces. Right now, live Spaces are stuffed at the top of Twitter feeds, and it would make sense to organise them into a separate tab. (Via The Verge)
3.?Twitch develops new Ad Incentive Program for streamers
Twitch reached a viewership of over 2 billion hours watched in January, according to StreamElements analytics partner Rainmaker.gg. In terms of games watched on the Twitch platform in January, League of Legends was the most-watched title at 179 million hours. It was followed by Grand Theft Auto V at 149 million, Escape from Tarkov at 91 million, Valorant at 79 million, and Fortnite at 64 million. (Via Games Industry)
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4.?ITV announces new streaming service to compete with Netflix
ITV is planning to launch a new streaming service combining ad-funded and subscription TV shows and films in hopes to become a “national champion” in the battle for British viewers with US streaming giants including Netflix, Amazon and Disney+. IVTX will be led by free advertising-funded content with an optional subscription tier, will offer viewers a premiere each week and 15,000 hours of content when it launches in the fourth quarter this year. (Via The Guardian)
5.?Motivation-led ads: Why do people game?
Optimising gaming campaigns has often meant throwing advertising messages out there to see what works. VidMob has worked with Facebook Gaming to uncover why people game to implement motivation-based advertising to better drive downloads. They found that motivation-led ads were able to extend audience reach and engagement. (Via The Drum)
6.?Greenpeace hijacks GTA V to show climate disaster
GreenPeace and agency partner VMLY&R Brazil hijacked GTA to raise awareness around environmental issues and reiterate the urgency of the impending climate disaster. Los Santos—one of the most well-known cities in the virtual world—was altered to showcase the realistic impact climate change would have on the planet. Gamers could explore the ‘Los Santos +3oC’ on the Kings Roleplay server. (Via The Drum)
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Lloyd Williams, Head of Strategy @?Socially Powerful.
Apprenti Médiamaticien CPNV
3 年Interesting article talking about GreenPeace with the creation of a small movie in GTA V and a mod that allows showing the rising waters if we reach +3° in Los Santos (Los Angeles). I also work a lot with the director mode of GTA 5 to create small non-profit movies with music and nice shots. ??