Contrary to the belief that modern audiences have shorter attention spans, videos ranging from 13 seconds to over 26 seconds performed well on Instagram and TikTok in 2023. New research from Emplifi shows that Instagram Reels and TikTok videos remain key drivers of brand engagement. While Instagram leads in median video views, TikTok has been closing the gap, indicating that audiences on both platforms are receptive to longer content.
Monday, June 24, 2024TikTok has quietly launched Whee, a new image-sharing app designed for close friends to share spontaneous moments. It resembles Instagram but with a focus on private sharing. This comes shortly after the company released Notes, another photo-sharing app that targets broader audiences with lifestyle content. With Whee and Notes, TikTok is likely aiming to tap into private sharing trends and expand its eCommerce opportunities.
Facebook is reclaiming its appeal to Gen Z by leveraging creators, similar to TikTok's early days. Only a third of teenagers used Facebook last year compared to 71% of those over 50. Initiatives include events for creators, content updates, and monetization opportunities. Some influencers are showing renewed interest, particularly micro- and nano-influencers focused on video content. The success of Facebook's approach hinges on unique, differentiated content to draw Gen Z away from Instagram, Snapchat, and TikTok.
LinkedIn has embraced short-form video content, with uploads increasing by 34% YoY. Creators, including popular TikTok figures, are now posting more dynamic content, ranging from business insights to stunts similar to those on TikTok or YouTube. Influencers note that LinkedIn offers more thoughtful engagement and a more responsive audience compared to other platforms.
LinkedIn has introduced a revamped company page layout that includes features like easier admin access, a new identity switcher for engaging with other posts, and premium options like custom CTA buttons. These updates streamline page management and help brands engage more effectively. Other new tools like LinkedIn newsletters have shown rapid audience growth potential, with some pages gaining thousands of subscribers within weeks.
Reddit threads are gaining massive visibility on TikTok, YouTube, Instagram, and X through reposted content like screenshots, story narrations, and reaction videos. TikTok's popular format of pairing narrated Reddit stories with gameplay and YouTube creators reacting to controversial posts like “Am I The Asshole?” have helped drive Reddit's presence off-platform. However, while this cross-platform content increases awareness, it hasn't translated into significant traffic back to Reddit itself. The trend shows Reddit's growing mainstream influence, though much of the engagement remains on other social platforms.