Anything You Can Do I Can Do Better: New Social Features That Feel Familiar
The social media platforms are at it again, fighting one another for your screen time and ad revenue. This week we’re taking a look at Snapchat’s Spotlight feature, two new contenders in the audio arena, and a partnership between Shopify and Pinterest!
Snapchat’s Looking To Steal TikTok’s Spotlight
When Snapchat arrived on the scene, it was the first social platform to showcase disappearing stories and photo-focused messaging. They kept things fresh with the Snap Map, a Bitmoji collab, and a Discover section that features daily stories from media outlets. Now they’re adding a new tool to their arsenal with Spotlight, which features the best video Snaps on the platform for everyone to see!
When posting a Snap, users can choose to submit to Spotlight. This makes the content a public post that other users can scroll through and like… much like a few other apps we’ve seen. The interface feels very similar to TikTok and Instagram Reels, without the benefit of captions and comments. Other differences include only being able to view liked posts for 30 days afterward, no emphasis on usernames and following creators, and more content that feels like raw, unedited video.
What does this mean for Gainesville Businesses?
Spotlight premiered back in December and has been used by over 125 million users, according to Snapchat. This feature isn’t meant for creating organic brand content, but it could be another engaging place to showcase short, video ads. Every few swipes, we’re seeing ads from brands big and small. That could be you! With the rivalry going on between TikTok, Instagram Reels, and now Spotlight, we’ll be sure to keep an eye on how this feature develops.
This Clubhouse Is Getting Crowded! Reddit & Facebook Squeeze Into The Scene
Earlier this month, we took a look at Reddit as an option for advertising online. Now, we’ve got an exciting new feature to add to our list: Reddit Talk! Though it’s currently in the testing phase, Reddit is joining the audio room ranks with its own take on audio conversations. We’re seeing a lot of similarities to Clubhouse, of course, but adding audio does make sense for Reddit. Lots of subreddits (or forums centered around a topic) use off-site communication tools to further their conversations. Adding an option to stay on the platform and chat should be a hit with Reddit users!
But, Reddit isn’t the only one taking themselves off mute. Facebook announced a whole bunch of audio features this week, including – you guessed it – Live Audio Rooms. This feature will be tested out and released over time, starting in Facebook Groups and then expanding to public figures and Messenger. Aside from their Clubhouse clone, Facebook is also debuting audio editing tools to clean up your phone recordings or mix in effects, adding the ability to listen to podcasts without leaving the app, and introducing audio-only Soundbites that can be shared like other content.
What does this mean for Gainesville Businesses?
You know that saying “you wouldn’t know it if it hit you in the face?” Well, the audio room trend is hitting us in the face. Clubhouse hit on something we didn’t know we needed, but it hasn’t been fast enough in becoming accessible to everyone. The features from Reddit and Facebook are still in the testing phase as well, but they have huge advantages when it comes to the audience. Reddit has countless Subreddits full of users that are interested in the same topic. Meanwhile, Facebook lends itself to Groups that businesses can create and business owners can participate in.
Either way, this isn’t a “just repost it to the other platform” situation. A live audio conversation only takes place once. After that, it’s soundbites or a podcast instead of an audio room. We’re interested to see which of these platforms is going to take the lead – but we’re going to bet it’s whichever one rolls the feature out to all users first.
Pinterest + Shopify: Name A Better Duo, I’ll Wait
Pinterest is the go-to place for inspiration and resources whether it be fashion, interior decorating, or financial advice. Pins can link to blog posts, resources, images, and more. Since last May, Shopify and Pinterest collaborated to allow small businesses to link their Shopify account to Pinterest, creating shoppable Product Pins that make purchases easy. As a result, small Shopify businesses and their products became more discoverable on the platform.
Now, we’ve got a few new features related to this collaboration. The first is for Shopify business owners that are advertising on Pinterest. With Dynamic Retargeting, you’ll be able to target ads to users who previously showed an interest in your products. This audience is perhaps the most likely to visit your website or make a purchase, so we’re happy to have the chance to advertise to them. Businesses will also be able to upload products to up to 20 different product feeds. These feeds will allow you to show Product Pins with different currencies, availabilities, and languages, meaning that small businesses can advertise globally through Pinterest!
What does this mean for Gainesville Businesses?
Pinterest is a unique place where small businesses can shine as bright as big corporations. You should already be sharing your blogs and social content to Pinterest, especially if you sell Pin-worthy products. Shopify allows businesses to sell products online on their own interface (instead of on a larger platform like Amazon or Etsy). If you’re looking to start an online store or increase digital sales, link a Shopify store to Pinterest and get pinning!
For service providers, this Shopify partnership is not quite exciting. There might be some creative ways to make a Shopify store work for your business like offering service vouchers, digital products, or service packs that you fulfill after discussion with the client. However, with a monthly service fee from Shopify, you’ll need to evaluate whether expanding to online sales this way is right for you. You can still benefit from posting your social media posts, blogs, and other content to Pinterest! Create and maintain some boards and someone might stumble across your business while browsing.
Ok, now what?
Now that you’re up to date with the latest industry news, it’s time to invest in a team that specializes in all things social media and digital marketing. We can help! Liquid Creative is a full-service marketing agency ready to help your business operate to its fullest potential without missing a beat.
