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Social Media Updates Round-Up: June 2020

Photo credit: Raphael Silva

 

With this social media updates round-up, we want to shine a light on the upcoming changes announced and rumored for both Instagram and TikTok. In some cases, the updates look to improve the online experience for all users, while others are more specific to brands and influencers on the platforms. Let’s get right into it!

 

Instagram

Amplifying Black Voices

Instagram has been a leading platform to host many of the conversations around the Black Lives Matter movement and has proven itself to hold a hugely important role in the spreading of useful information for activists and allies of the movement.

In a recent announcement, Instagram’s CEO Adam Mosseri announced a broad update to both its business practices and product to further amplify Black voices and raise awareness about the fight for equality. Instagram’s first stated goal is to seek out gaps where Black people may be overlooked by certain policies and products and work on tools to address racially-motivated harassment of Black people on the platform. The second goal is to update its verification criteria to ensure that it’s more inclusive and investigate whether the current guidelines are disfavoring minorities. 

Instagram also plans to review how content is filtered on the Explore and Hashtag pages, then address any in-built biases in its algorithms to ensure Black voices aren’t being drowned out. 

 

Supporting Creators

Instagram has taken some huge leaps so far this year to support the brands and content creators on its platform, whether it’s the recent addition of Shops to the recently announced added tools to help creators monetize their content. 

 

Live Badges

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Photo credit: Instagram

The first monetization tool relates to Instagram Live and allows fans to support creators by buying badges during their Live videos. When purchasing badges, users will be able to stand out in the comments section and be placed on the creator’s list of badge holders. As Instagram has reported, Live videos increased up to 70% between February and March and have been embraced by creators from all kinds of different backgrounds.

Badges will be priced at different tiers and will appear next to users names throughout the live video it was purchased during. For the time being, they are being tested in a limited number of markets, though we expect them to reach the DACH region by the end of the year.

 

IGTV Ads

You may have noticed that IGTV has started introducing advertisements over the past two weeks. The aim is to share advertising revenue with creators to further incentivize them to continue using the platform, which faces more competition from TikTok with every passing day. According to the announcement, advertisements may be up to 15 seconds long. 

It’s clear that Instagram has realized how important content creators and influencers are to generating engagement, so we’re excited to see how this new direction will progress. Whether brands can create advertisements to accompany organic influencer marketing placements remains to be seen, but we are keeping a close eye on what this will mean for the industry. 

 

TikTok

As we continue to lead more and more influencer marketing campaigns through TikTok, we’ve realized the importance of sharing changes to the platform as they’re announced. This may be the first time we’ve covered TikTok in our Updates Round-Up, but we promise you that it won’t be the last.

 

Updated Safety Features for Youth

In order to address concerns that TikTok may be exposing its young audience to inappropriate content, TikTok has announced some new changes to help ensure its young users are protected. The first change will allow parents to restrict what their children see on the app and block them from offensive content.

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Photo credit: TikTok

The new update also allows parents to pair their accounts with their children, where they can control who can message their child and the amount of screen time allowed on the app. This could either limit them to a certain amount of time or remind younger users to be aware of how much time they spend on TikTok and suggest that they take a break after extended sessions within the feed.

We believe that not only will this help foster a more safe environment, but it could enforce a more strict categorization of content on TikTok. Ultimately, this can be helpful for both brands and creators, as it allows for certain messages to reach its intended audience without fear of causing controversy.

 

Updated Music Usage Rules

For a while, the rules surrounding what songs brands could use on their TikTok videos has been unclear. To address this, TikTok has started notifying business accounts that TikTok’s free-use agreements with music publishers only extends to content posted by regular users. The updated rules will now block verified brands from using unlicensed tracks and instead will direct them to royalty-free music.

For the time being, this doesn’t seem to apply to sponsored videos of TikTokers so brand’s influencer collaborators should still be free to take part in challenges that include songs without extra permission. However, if brands are looking to create a holistic campaign based around an unlicensed track, they will need to rethink their music options right away.

 

What’s Next?

Do you still have more questions on how you can use Instagram and TikTok to reach new audiences? Maybe you’re wondering how you can effectively collaborate with creators or brands on either platform. If so, send us an email at hello@collabary.com to learn how our social media experts can help enhance your social media marketing approach. To make sure you never miss out on our Social Media Round-Ups, subscribe to our newsletter here.