The Weekly (15/11 – 19/11)

In the week when the England squad qualified for the 2022 World Cup ⚽️, here’s everything else you need to know…

  • YouTube mobile ads are 84% more likely to hold attention than TV ads (Ipsos)
  • 21% of consumers prefer to message a brand on social media rather than calling customer services (Smart Insights)
  • 47% of TikTokers say that they have bought something they saw on TikTok (TikTok)

Instagram New Reels and Audio Features

Instagram has added two new audio features to Reels called  ‘Text to Speech’ and ‘Voice Effects’. Once again, these features have been hugely inspired by TikTok’s features. 

The new ‘Text to Speech’ option in Reels clips provides an artificial voice to read any text overlays you add to your clip and will give Reels creators two voice options to choose from, with the auto voice then reading out any text that you’ve added to your clip.

TikTok already has an almost identical feature, which is hugely popular on the platform and can be seen in lots of viral TikToks, so it’s no surprise Instagram has released a similar feature. 

To add the new text to speech option, once you’ve added text to your clip, you’ll need to tap on the text bubble at the bottom of the composer screen, then select ‘Text-to-speech’ from the three dots menu.

The second audio feature Instagram has rolled out is ‘Voice Effects’, which provides another option to add a different creative element to your Reels clips.

As you can see in the image above, you can now change your recorded voice to make it sound like you’re a robot, a giant or that you’ve been sucking on helium, among various other options, which could be an interesting way to change up your videos. 

Here’s how to use the new feature:

  • Open the Instagram app and go to the Reels camera
  • Record a reel
  • Tap the music note to open the audio mixer
  • Tap effects and select a voice effect to modify the audio in your reel or your voiceover

Again, TikTok already has a feature very similar to this, so like usual, Instagram is still working to keep up with TikTok, with none of the new Reels features being innovative, rather just copying other platforms’ features. 

If Meta wants to win the attention of the younger demographic, it needs to take the lead back, which will require new, original features that will bring more people back to the app and away from competitors’ platforms. Do you think that Meta can do it? 

Click here to read more.

Meta Announces ‘Creative App’ Platform

Another move this week from Meta in a bid to win back younger users, Facebook has announced a new ‘Creative App Platform’ for Facebook Stories.

As you can see above, through Facebook’s new Creative App Platform, app developers taking part in the program will be able to get their tools listed within the Stories composer flow, which will enable users to discover apps that offer new ways to create and share unique stories on Facebook.

Facebook commented: “We worked to understand how Sharing to Stories could further support the unique needs of our creative app partners. We found that app discovery is a key issue – in a competitive and rapidly expanding market, it is expensive and difficult for our partners to reach the people that continue to find joy from their apps. In response, we’ve built the Creative App Platform – a new concept that allows people to discover creative apps directly in Facebook Stories.”

The platform is only in the early stages, with the platform currently in limited beta, but Facebook has put out the call for potential partners to join up, so it looks like they have the view to take the platform to the next stage.

The most significant advantage for Facebook here is expanded creativity, one of its weaker points at present and although the new platform may not seem like much now, it could end up being an important update for Meta’s efforts to win back younger audiences. 

Click here for the full article.

Instagram ‘Take a Break’ Feature

Instagram has started testing a new feature called “Take a Break”.

The new wellbeing feature will enable users to set reminders to take some time away from the app after a certain period of activity – either 10-, 20- or 30-minutes.

When you receive a break reminder, Instagram will suggest that you close Instagram and provide ‘expert-backed tips’ on what you can do during the break.

Instagram has had time limit reminders since 2018, so functionally the new feature doesn’t add anything, other than some new prompts to take a break in-stream.

So, it’s hard to see how effective the new feature will be, though any updates that can help improve wellbeing are definitely worth testing. Will you be switching on the new alerts?

Click here for more information

Snapchat Multi-Format Ad Placements

Snapchat is launching a new ‘Multiple Formats Ad set’ option, which will enable advertisers to incorporate multiple video ad formats within a single ad set.

As explained by Snap: “Multi-Format delivery will offer brands buying on Snap the opportunity to purchase multiple advertising formats in one cohesive ad set, optimizing towards clients central goal or objective. The product launch will include all of Snap’s video ad formats including Snap Ads, Story Ads, Collection Ads and Commercials and will feature Snap’s camera offerings (augmented reality) by Q2 of 2022.”

Using the new option will enable Snap’s automated placement tools to help maximise ad response, while also streamlining management of your Snap campaigns by keeping your creative elements in a single ad set.

This new option may well drive better results based on broader placement and capacity for exposure, especially for brand awareness campaigns. So it will be definitely one to test! 

The new Multi-Format delivery option is being launched this week, so keep your eyes peeled.👀

Click here for more on this.

Stories have become one of the most popular elements of Instagram, with over 500 million Instagram accounts using Stories every day. 

Instagram Stories provide a great opportunity for brands to engage and maintain a connection with their audience if brands use them the right way. 

If you are looking for tips on how to create more effective stories, it’s definitely worth checking out this post Instagram shared.

This week we are loving Coca-Cola’s new Christmas campaign. The festive ad is the first to sit under the brand’s ‘Real Magic’ philosophy and tells a story of a boy moving into a new apartment with his mum at Christmas. Noticing there is no fireplace, the boy realises that without a chimney, Santa cannot visit his home to deliver presents. With the help of his mother and neighbours, he builds a chimney himself out of boxes.

This ad is a lovely reminder that the real magic of the festive season does not come from presents and gifts, it comes from shared special moments together!

Stay safe and have a great weekend!
SHC Digital 

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