Is TikTok favouring longer content?

1/5 Is TikTok favouring longer content?

TikTok has revealed that its users spend half their time in the app watching content that’s over a minute long. Over the past six months, creators who have created content that lasts longer than a minute have five times the follower growth rate than those who only post short videos. This, paired with the fact longer content keeps users on the platform for longer, is likely why creators will now only be paid for the content they post that’s longer than a minute. (Via Social Media Today)

2/5 Instagram launches new tools for Reels and Stories?

In a bid to maximise content posted during the holiday season, Meta is rolling out as many updates as it can. Its recent updates focus on content creation for Reels and Stories, including new filters, updated audio elements, organised drafts, and more. One update is something we’re already very familiar with on TikTok: text-to-speech. In addition, with the new Clip Hub, users can add popular clips and memes into their Reels content. (Via Social Media Today)

3/5 YouTube adds games to Premium to entice subscribers

After cracking down on ad blockers on the platform, YouTube is making sure its Premium subscription is as enticing as possible. Its solution? Games. So not only do you get an adless experience, but access to 37 games available through the Playables section of YouTube Premium. The platform revealed that Playables are currently available until the end of March 2024, and then it will make a decision on whether the games will be kept or scrapped. (Via GSM Arena)

4/5 Shein is the top brand for hauls on TikTok?

Shein has taken the crown for the most popular brand for hauls on TikTok. Analysing the top 50 most popular TikTok clothing and home hauls, Shein appeared the most under the #hauls hashtag, accounting for 42% of total products listed. H&M was the second most popular, accounting for 8.2% of total products under the hashtag. Other brands making the list included Amazon Home, Zara, Walmart, Cotton On and Brandy. (Via WWD)

5/5 Threads to launch in the EU this month

Meta is planning to launch Threads in the EU next month, enabling millions to access the Twitter alternative. Threads was initially unavailable due to privacy regulations from the Digital Services Act that Meta needed to meet. To comply with EU regulations, Meta is giving EU users the choice of using Threads purely for consumption, without a profile that allows them to make their own posts. In addition, Meta is offering its data opt-out to comply with the rules. (Via Social Media Today)

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Lloyd Williams, Head of Strategy @ Socially Powerful.

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