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The latest social media news and what it means for you and your clients.
November 8Update
Instagram News:
What happened:
Instagram announced new Reels metrics and is redefining Plays.
What this means for you + clients:
The new metrics of note are:
- Initial Plays: the number of times your Reel starts to play for the first time in a Reel session. This is defined as plays of 1ms or more and excludes replays
- Replays: The number of times your Reel starts to play again after an initial play of your Reel. This is defined as replays of 1ms or more in the same Reel session
And now the app is defining Plays as The number of times your Reelstarts to play or replay after an impression is already counted. This is defined as plays of 1ms or more and replays are counted after the initial play in the same Reel session.
Because of this, you and your clients will likely see an increase in Plays on your Reels.
We've broken down the Reels metrics in this handy carousel for your reference.
TikTok News:
What happened:
TikTok is discontinuing their $1 billion Creator Fund on December 16.
What this means for you + clients:
This isn't a huge surprise since the original Creator Fund had notoriously low payouts and pulled from a pool of money that was a set amount.
But now TikTok says that creators in the US, UK, Germany, and France will no longer be able to monetize their content through the original fund (creators in Italy and Spain aren’t affected by the change).
Back in February, TikTok launched a new version of the Creator Fund called the Creativity Program which was supposed to result in higher payouts. The new program is slightly different in that you can only monetize videos longer than one minute. The Verge explains that "instead of publicizing a pool of money from which payments come out, TikTok said earnings would be based on views and other engagement metrics" for this new program.
In other news...
What happened:
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