Which social media platform will your business be focusing on in 2022?
TikTok is the app of the moment, though likely not a fit for all brands, while Facebook seems to have lost some of its shine, and Instagram remains hugely popular.
We recently posted a poll on LinkedIn to find out which platforms our audience of marketers would be looking to tap into more throughout the year, which provides some interesting notes on how businesses are approaching their 2022 strategies.
As you can see here, LinkedIn came out well on top, garnering 43% of the vote. Which underlines the opportunities of LinkedIn for marketing – but as some of our readers have noted, there is a fairly significant platform bias in these polls, with the platform you’re posting to generally favored heavily by the results.
We put that to the test by posting the exact same poll to Twitter – which, it’s worth noting, doesn’t include Twitter as an option.
It’s also worth noting that the response numbers vary significantly – the LinkedIn poll generated over 2,100 responses, while the Twitter one only garnered 230.
But still, there some interesting trends to note, with Facebook way back in terms of stated priority, and TikTok also a lesser consideration, based on these replies.
Accounting for potential platform bias, it seems that Instagram is the overall leader in marketing focus heading into the year – which, again, is a little strange considering the rise and rise of TikTok, which seems like it should be more of a priority, based on its usage and cultural impact.
But then again, as noted, TikTok promotions aren’t for everyone, and you can reach a much broader audience on IG for now. Which you can also reach on Facebook, which is still the most used platform by far, and across more demographic subsets. Maybe Facebook’s just not cool anymore, or maybe marketers are unhappy with declining results from the app.
Either way, if these responses are indeed correct, and Facebook does become a lesser priority, that could also open up new opportunities to reach your target audience in the app, as fewer advertisers making it a focus could mean less competition for attention, which will be something to keep an eye on throughout the year.
Though at the same time, giving more priority to one app doesn’t necessarily mean de-prioritizing others.
It’s interesting to get a gauge on where marketers are looking, and how different apps are trending in terms of business priority. We’ll look to keep running polls on various elements throughout the year, in order to glean insights into different aspects of social media marketing in order to help guide your approach, based on industry trends.
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YouTube Moves Away From Original Programming to Focus on Creator Funding Initiatives
YouTube has announced that it will shut down its YouTube Originals program, which at one stage was a key value add for its YouTube Premium service, and a focus in its broader effort to challenge rising video-on-demand rivals like Netflix and Disney+.
As announced by YouTube’s Chief Business Officer Robert Kyncl, YouTube has made the decision to wind down its original programming due to the departure of long-time Originals lead Susanne Daniels, who’s moving on after a raft of changes to her role. Daniels, an industry veteran who has previously worked for The WB, Lifetime and MTV, was initially brought in to lead YouTube’s Originals program in 2015, where she was tasked with developing original series’ for the app.
Daniels’ initial work saw the creation of series like ‘Cobra Kai’ and program partnerships with big-name stars like Ellen DeGeneres, Kevin Hart, Demi Lovato and Katy Perry. Those programs were initially made available to ‘YouTube Red’ subscribers only, who paid $9.99 to access this higher tier of YouTube content.
YouTube Red gained some early traction, but was split into YouTube Premium and YouTube Music in 2018 to provide more subscription options for users. Later in 2018, YouTube also made the strategic decision to make its Premium content available for free, instead of gated for paying subscribers, moving more into line with YouTube’s general ad-supported model for viewing, and tapping into the platform’s main strength in audience and reach.
But over time, YouTube has gradually moved away from original programming.
As explained by Variety, Daniels and her team shifted their focus to unscripted content in three different areas: music, celebrity and creator-focused originals, as well as educational programming. That eventually saw YouTube merging back into its regular content approach, and with over 2 million creators now taking part in the YouTube partner program, forming a much more significant revenue and retention model for the platform, the need for a dedicated originals division has been diminished to the point where YouTube feels that focusing elsewhere will be more beneficial.
As explained by Kyncl:
“Going forward, we will only be funding programs that are part of Black Voices and YouTube Kids funds. We will honor our commitment for already contracted shows in progress and creators who are involved in those shows should expect to hear from us in the coming days.”
Given its regular push to add more users to YouTube Premium, and the regular resistance from most, it makes sense for YouTube to instead focus on other areas, while building its offering for creators is also key in maximizing its audience reach and resonance by tapping into the latest trends and shifts.
Essentially, YouTube doesn’t need to create its own original content, and it’s fairly clear now that it couldn’t compete on this front anyway, given the amount of original properties and programs that Disney, Netflix and Amazon now control.
By re-focusing on creators, YouTube can maximize its appeal, in variance to its real rivals, in Meta and TikTok. And while YouTube would love to dominate all forms of digital media consumption, scripted dramas are clearly not what YouTube users are looking for from the app, at least not in the way that this has become an accepted behavior for other VOD providers.
Given the gradual wind down of its originals, the impact on YouTube will likely be minimal, though you can expect to see some ramp up in focus on creators as a result of the re-allocation of its resources.
Does that mean YouTube will stop pushing YouTube Premium? No, it does not.
Just recently, YouTube launched a new annual payment option for YouTube Premium with the lure of eradicating annoying ads from your YouTube experience. Which is really the only lure for Premium now – no exclusive content, but the ability to get rid of ads.
Which has always seemed like a slightly conflicted offering – “we know our ads are so annoying that some people will pay to shut them off”.
Still, platforms have to make money somehow.
Original Post: socialmediatoday.com
Twitter Finally Brings Communities to Its Android App
Almost five months after the initial launch of its Communities option, which enables users to share tweets with topic-aligned groups of users in the app, Twitter has today announced that Android users can also now engage in Communities, expanding access to these more dedicated discussion spaces.
Communities is essentially Twitter’s answer to Facebook groups or Reddit subreddits, moving away from the traditional ‘public square’ approach of tweeting and providing another way to form community around specific subjects in the app.
Though how successful Communities have been thus far is questionable. Most Communities, based on anecdotal evidence, are not highly active, with a part of the problem being that they’re largely obsolete, and restrictive, which goes against the established incentive devices of the app.
On the first point, given that most regular Twitter users have already curated a list of people they want to hear from in their feeds, Communities doesn’t really serve any significant purpose in keeping up to date with your key topics of interest.
It could, of course, enable you to find new tweet discussions to join, which could expand your tweeting activity, but with Communities currently being either ‘invite-only’ or ‘open to all’, that means that you either need to know somebody already in an interest area to gain access (and community discovery is not overly intuitive), while ‘open to all’ groups are generally filled with spam – which even the invited groups are as well, to a degree, due to flaws in the joining process (each new member can invite five of their own connections).
Twitter is working to address this, with a new ‘request to join’ option, where community admins will be able to approve or deny requests. That could help to improve the situation, but right now, the existing process is problematic in some respects.
On the second note, prolific tweeters already have far more followers on their personal handles than they can reach within a Community, so tweeting exclusively to Communities, only to see less engagement on their comments, isn’t an overly appealing prospect.
Sure, you could share your opinion direct to a community, and get no likes or replies, but why do that when you could share the same with your own, established audience who are more likely to respond. And because Twitter has already engrained Likes and replies as social currency on the platform, the incentive to tweet drives more users to the biggest response surface, which reduces the motivation to share to Communities.
As noted, Twitter is working on some of these elements, including discoverability, which could improve the Communities experience.
Maybe. No doubt some Twitter Communities are already highly active, but right now, as it stands, it doesn’t look like Communities is set to become a major element of tweet engagement, unless Twitter can refine the offering, and re-ignite interest.
Maybe Android access will change this – and ultimately, Twitter has the engagement data, it knows how active people are in Communities, and whether it’s worth pursuing further in future.
Will it go the way of Fleets, or can Communities become a bigger part of the tweet experience?
We’ll know more later in the year, now that all users can access the option.
Original Source: socialmediatoday.com
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