Mosseri spills the beans
Candid Newsletter no. 013
Unlucky number 13 for some… But not us!
Here's the latest social media news, updates and inspo for you.
Platform News
Soon advertisers will be able to use AI generated avatars in ad creative on TikTok.
Soon you might be able to add links to TikTok videos.
Millennials love TikTok shop.
Social media might come with health warnings in the US.
Meta's AI assistant's rollout in Europe has been delayed.
TikTok has launched another app called Whee.
Forgot to add a collaborator to an Instagram post? Now you can add them after posting.
Mosseri sheds some light on Instagram success
Adam Mosseri (Head of Instagram at Meta) has given a few interviews recently, but this one on YouTube is most interesting for us marketers.
Here's some of the key takeaways:
The key consideration for success on IG as a brand? “Sends”:
“One of the most important things to look at if you’re trying to evaluate how your videos, or anything is doing on Instagram, is definitely the sends. I would look at sends per reach. So of the people who saw it, how many of them sent it to a friend? Because that tends to be the content that does the best, because it tends to drive the most value for the overall community.”
2. Unlike TikTok, Insta's focus remains on short form video. Mosseri reasoned that people are spending more and more time in messaging in-app, and short-form video lends itself more to this than longer videos.
3. Instagram might also be prioritising content that is shared to 1:1 DMs or small group chats rather than shared publicly.
4. Mosseri confirmed that half of all video impressions are with sound off (so don't forget to add your subtitles/captions!)
All rather interesting.
To read more about the interview click here, or to watch the full thing click here.
Is your content not performing as well as usual?
Check the weather 🌞
As summer sunshine finally makes an appearance in the UK, you might be finding that your content isn't performing as well.
And, yes, those two things might just be related.
We Brits love to soak up some rare sunshine, crack out the BBQ or bask in a pub garden.
All these things mean that your audience might be spending less time online and more time screen-free.
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