TAKUMI TRENDS LETTER #20 📈
Insights from the creator-sphere 🌎
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If you’re looking for the inside scoop on influencer marketing 📱, social media updates ⚙️, creator culture 🤳, and Gen Z insights 📈, then look no further. TAKUMI’s insights team is curating the most impactful industry news and weekly developments right here 👇.
"With the expansion, TikTok is aiming to help advertisers fashion more well-rounded audio strategies in areas ranging from content marketing to developing a sonic brand.”
TAKEAWAY 🔥: In a bid to help brands navigate current trends, TikTok has added 6 new Sound Partners to its Marketing Partners programme. Partners will be divided into either the 'Custom Sound' category- to help advertisers create original sounds to use in their video content- or 'Subscription Sound', which assists them in utilising preexisting royalty-free music and sounds on the app, to use on monthly, yearly or project-by-project terms 🎧.
TikTok highlighted ASOS as a brand that successfully integrated custom audio in a campaign, which raised brand awareness by 25%, garnered 1.2b views in 6 days, and generated nearly 49k videos that used the sound. It's no secret that strong audio is the common denominator in viral videos, so brands that can jump on trends- or better yet, start their own with original sounds- will certainly see success 📈.
“Twitter is launching a broader roll out of its new Spaces tab in the app, which will help to improve Spaces discovery by highlighting in-progress audio broadcasts in the app.”
TAKEAWAY 🔥: Twitter announced this week that its audio chatroom feature is officially rolling out to all English-language users on iOS, with android and other languages to follow. It was said that the Spaces tab will list live audio broadcasts based on individual interests- the people and topics users follow on the app. The tailored experience is intended to improve audio discovery for users, filtering the broadcasts so that the Spaces a user sees are relevant to their activity. The announcement coincided with Facebook's wider roll-out of its Live Audio Rooms, but since Twitter is already giving creators opportunities to monetise on their audio content, the bar has already been raised 💸.
Twitter's Spaces 'Spark' programme is a three-month accelerator initiative, intended to support and nurture emerging audio talent (US-based only, at least initially). It seems Twitter is trying to give Spaces the best possible chance of outshining the likes of Facebook and Clubhouse in the audio space, by tapping into creators. At this point, a similar programme on Facebook seems inevitable 👀.
“Facebook has announced an expansion of its audio social plans, with live audio rooms being made available to public figures globally, and a new, dedicated space within the Watch tab to help users connect to all of the platform’s various audio options.”
TAKEAWAY 🔥: Facebook's Live Audio Rooms are now officially available to all verified creators and public figures around the world. Although all users can join a Room, keeping creation restricted to public figures for the time being seems like a smart move on Facebook's part, given the overcrowding of Clubhouse 🗣. Even Twitter's Spaces update, which will list broadcasts for users based on their topics of interest, could weaken discoverability over time if the feature becomes too crowded.
Facebook will house Rooms in a dedicated audio tab, but users can also find Live sessions from people they follow at the top of their news feeds. Groups will also be able to host Live sessions, further streamlining discoverability based on the topics and communities that users are interested in 👥. With the decline of Clubhouse since its explosive debut, it seems there is a gap in the audio market that Facebook and Twitter are intent on filling.
Helping you understand what’s going on with your account | Instagram Blog 📑 | October 11th 2021
“We're making changes to make it even easier to know what's going on with your account, in a new tool called "Account Status". Account Status will be your one-stop shop to see what’s happening with your account and content distribution.”
TAKEAWAY 🔥: Following Facebook's outage at the start of the month, Instagram has now announced a new feature coming to the Activity tab, that will notify users when there is a technical issue with the platform. Users won't be notified for every single outage, but only ones significant enough to leave people with questions and concerns 💬. This should help individuals know whether an issue they are experiencing is unique to them, or a wider problem. Instagram have said they will only test the feature in the US for now, but will roll it out further if it makes sense to do so.
More significantly, a new 'Account Status' tool (via Settings > Account > Account status) will help users get more insight into Community Guidelines, and easily see whether their account is breaching any of them. If a post has been taken down, it will also be much simpler to appeal the decision via 'Request a Review'. It seems as though Instagram is taking measures to increase transparency and lessen the bombardment of questions, queries and complaints that inevitably emerge during outages or guideline breaches. In any case, the tools will make the experience much simpler for users too ✅.
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