It's time to make a change
First it was the crying emoji. Then it was the side hair part. And now, TikTok teens are saying a "hard no" to skinny jeans. It's getting a bit crazy trying to keep up with all of these rules (but, is anyone tho?)
In today's news:
Twitter floats a "super" subscription model
A new app wants to keep you in the moment
Video views are off the 📈
And you'll want to check out this YouTube trick
Read on ⬇️
Spreading its wings
For years, Twitter has been known as the app for conversations, and sharing information and news (and trolls, tbh). But at a recent virtual event held for investors and analysts, company leaders provided a few product teasers, including so-called "Super Follows." Combined with Twitter's recent acquisitions and product launches, it's clear the company is looking to spread its wings. Here are the details...
Super Follows + Groups
"Super Follows" — essentially a subscription model — would allow creators to charge for their exclusive content. That could include newsletters, perks and e-commerce deals. Expected to launch in 2021, the price point would start at $4.99/month, but also depend on the creator, according to Twitter Product Lead Kayvon Beykpour. While this feature isn't completely surprising, it's unclear whether it will take off. Meanwhile, Twitter is also preparing to launch community groups later this year. These groups would allow people with similar interests to connect.
Buy, build, grow These new features follow a number of recent acquisitions by Twitter, including newsletter platform Revue and social podcasting app Breaker. The company is also racing to keep up with features on other platforms. For example, in 2020 it launched "Fleets" (or Stories). Twitter is also investing in audio features, testing voice DMs, and Spaces, a competitor to the Clubhouse app. Behind all of these changes and updates is a desire to grow its user base. CEO Jack Dorsey reportedly told investors that he wants to increase Twitter's daily active users by 64 per cent, to 315 million, and at least double its revenue — all by 2024. What's next The only type of product I don't see listed here is a TikTok-like feature, which has benefitted other platforms (Snapchat's Spotlight feature gained 100 million users in a short timeframe). So that could also be coming. But it definitely feels like Twitter is in tactic mode and still trying to figure out a few things. Honestly, some of the other platforms feel so feature heavy that it's a bit mentally exhausting trying to keep up with the different ways to post. So hopefully Twitter will just test and keep the features that are the most strategic, seamless and safest.
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ICYMI
Grab your handle!
"Live in the Moment." That's the tagline of a new app being called the next Instagram. Created by social media influencer David Dobrik, Dispo recreates the experience of using a disposable camera. How does it work? You take a picture, and it shows up on your phone at 9 a.m. the next morning. That's it. And you can forget about editing tools or captions. Just like disposable cameras, you get what you get. How is it social? There are shared public albums, called "Rolls."
I signed up for the app (and I suggest anyone who manages a brand should also do so asap so you can grab your handle!). However, I'm still waiting for Dispo to give me the go ahead to start using it. (Like the Clubhouse app, it's invite only at this point). If you want to learn more about Dispo, NY Times tech reporter Taylor Lorenz has written a great feature: Are Disposables The Future of Photo Sharing? (I'm kind of hoping they are).
Video consumption is ⬆️
Ok, it's probably not a big surprise that COVID drove up video views across all platforms. But according to a recent Snapchat Report, "2020: The Year That Changed Video Consumption," there are some important takeaways for marketers and advertisers (and while the report specifically refers to Gen Z and millennials, I feel like these apply across ages):
Videos of up to one minute in length were watched by 61% of Snapchatters (also, typically the length of a TikTok video)
Videos of between two-five minutes in length were watched by 50% of Snapchatters
Ads offered in immersive experiences, like Snapchat, outperform industry standards
Survey respondents said that watching videos on Snapchat helped to relieve stress and provide a creative outlet
These are all great to keep in mind as we create content across all platforms.
NEWS-LIKE
🔴 How Social Media Is Driving The Indian Farmers Protests — And Why We Can't Stop Now [Mashable]
🔴 Facebook Will Match Google's $1 Billion News Investment After Australia Showdown [The Verge]
🔴 TikTok to Pay $92 Million to Settle Class-Action Suit Over 'Theft' of Personal Data [NPR]
🔴 YouTube Adds New Controls For Parents Monitoring Tween and Teen Viewing [Deadline]
APP-LIKE
Ok, I've already mentioned one new app. But you might also be interested to learn that Facebook is testing a TikTok-like rapping app called BARS. According to TechCrunch, the app allows rappers to create and share their music. They can also participate in free-style challenges. It's in a closed beta, so don't expect to drop your beats any time soon. But if you like the idea of throwing down some rhymes, Facebook says it will announce updates on the BARS Instagram account. Meanwhile, if you're still struggling to connect with the invite-only audio app, Clubhouse, you're not alone.
TIP-LIKE
Scrolling through TikTok at this point is a full menu of dogs, dancing, art — and yes, learning! Here is one tip I learned the other day that you might also find helpful.
When watching a YouTube video, if you add a dash between the "T" and the "U" in YouTube, the video will open in full screen. This is what it looks like.
But perhaps one of my favourite TikTok tricks so far: The easiest way to core a head of lettuce.
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