Instagram Blurs the Line Between Reels & Carousels

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TODAY’S EDITION

• Instagram is testing a feature that allows users to preview content as either Reels or Carousels, further signaling the platform’s view of these formats as interchangeable.

• YouTube has rolled out its Instagram-inspired "Add Yours" sticker to all creators.

• TikTok will have its logo featured on the away jerseys of the NHL’s Washington Capitals this season.

• Roblox has partnered with Shopify to let creators sell physical merchandise, bridging the gap between virtual and real-world commerce.

• Spotify is offering creators payments to bring their video content to the platform, intensifying the competition with YouTube.

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NEWS, TRENDS & INSIGHTS

Meta

Instagram Tests Feature for Previewing Reels & Carousels

Instagram is testing a feature that lets users preview their content as either a Video (Reel) or a Carousel. After selecting photos and videos, users can toggle between tabs to see how their content looks in each format.

According to the feature notification, Carousels, like Reels, can be suggested to anyone.

Why It Matters: This allows creators to view their content in both formats and choose the one that best showcases their material—whether combining photos and videos into a stitched-together video or displaying them in a carousel with separate frames.

Recent Instagram updates, such as text tools for Carousels and the "Create Reel from Post" option, along with Carousels appearing in the Reels tab, suggest that Instagram views these formats interchangeably. This makes sense given that the formats possess similar capabilities, such as being great for visual storytelling, often consisting of multimedia, and having high engagement.

Incorporating Carousels more into recommended experiences, particularly in the Reels tab, could provide a TikTok-like experience where short-form videos and Carousels are discoverable within a single feed.

Threads Indicates When a New Follower Is a Result of Seeing a Specific Post

Threads will now indicate when accounts follow others based on specific posts. Users may see a "Followed from your post" label and the relevant post in their notifications for accounts that have followed them after seeing a post.

Why It Matters: This feature provides creators and brands with insights into which specific posts, including viral ones, are driving new followers. Over time, it can help identify the types of content that contribute to audience growth.

Instagram has a similar feature for Collab posts, where two or more accounts co-author content. In these cases, it flags when someone follows after seeing this post, which can be valuable for brands in measuring the impact of the feature on their influencer marketing campaigns.

YouTube

YouTube Rolls Out "Add Yours" Sticker for Shorts to All Creators

YouTube has now rolled out its "Add Yours" sticker for Shorts to all creators, following a successful test phase. After recording or uploading a Short, creators can add the sticker and enter a prompt to encourage viewers to respond with their own Shorts. Viewers can tap the "Add Yours" button on the video to add their own video or tap the sticker to view others' responses.

Why It Matters: Inspired by Instagram's "Add Yours" sticker, this feature offers creators a way to co-create with viewers. By allowing viewers to respond with their own content, it can lead to more challenges and trend-focused content across YouTube, similar to what’s seen on Instagram and TikTok.

In related news, Instagram has updated its "Add Yours" sticker with a dedicated section for "Add Yours" templates. These templates are categorized as Trending and International Hits, making it easier for creators to find and use them.

YouTube Adds Website-Focused Objective for Promotions

YouTube has introduced a new objective for its Promotions, allowing creators to drive website traffic. Previously limited to engagement and video views, this new objective enables creators to promote their videos as ads specifically aimed at increasing website visits. These promoted videos can appear across Shorts, in-feed, and skippable in-stream ads, all marked with a "Sponsored" label.

Why It Matters: This new objective is valuable for creators who have websites where they sell products or services. It provides a direct way for them to increase traffic for their owned destinations, which can help convert their viewers into customers.

YouTube is also actively encouraging creators to Promotions. It recently added a creator-facing “Promote this Short" CTA button, which directs creators to the ad campaign workflow, similar to Instagram’s "Boost Post" button.

TikTok

TikTok Becomes the Official Road Jersey Sponsor for the Washington Capitals

TikTok has become the official road jersey sponsor for the NHL’s Washington Capitals as part of a multi-year agreement with Monumental Sports & Entertainment, which also owns other D.C. sports teams, such as the NBA’s Washington Wizards and the WNBA’s Washington Mystics. The deal includes in-arena branding and programming, and TikTok will also be the Presenting Partner for the Capitals' 50th Anniversary Celebration.

Why It Matters: Amid concerns about a potential ban, this partnership strengthens TikTok’s ties with the Washington, D.C., community and local lawmakers, potentially aiding its efforts to combat the ban. It also enhances TikTok’s visibility both locally and nationally and adds to its growing list of sports partnerships, including an expanded deal with the NFL.

The Capitals, the eighth most-followed NHL team on TikTok, have been actively using the platform to showcase their players and engage with younger audiences through creative content. With TikTok as an official partner, the team is expected to deepen its engagement with the platform and grow its fanbase.

This is the latest example of a major player in the creator economy securing prominent placements on sports jerseys. Recent examples include MrBeast’s Feastables becoming the jersey sponsor for the Charlotte Hornets for the 2023-2024 season and Logan Paul and KSI’s Prime becoming the jersey sponsor for FC Bayern Munich.

LinkedIn

LinkedIn Adds 'Share Quote' Option for Sharing Article & Newsletter Excerpts

LinkedIn made updates for Articles and Newsletters. First, the platform has added a "Share Quote" option, which allows users to highlight text from an article or newsletter. By tapping on the highlighted text, users can generate a post that includes the selected quote and content attached to the post.

Second, LinkedIn has revamped its content recommendations for them as well. Previously, the platform suggested additional content from the same creator, such as past editions of their newsletter. Now, it recommends relevant content from other creators, likely based on keywords and topics.

Why It Matters: The "Share Quote" option makes it easier for readers to share notable excerpts from long-form content, potentially increasing the visibility of creators' work and helping them reach new audiences.

The change in content recommendations aligns with a broader trend in social media to connect users with more relevant content. While this update can enhance overall content discovery and exposure for a range of creators and brands, it may also diminish the visibility of individual creators by directing readers to other content rather than encouraging deeper engagement with the creator’s own body of work.

Roblox

Roblox Partners with Shopify to Enable Creators & Brands to Sell Physical Merchandise

Roblox is partnering with e-commerce platforms, starting with Shopify, to enable creators and brands to sell physical merchandise directly from their digital experiences. Users can purchase these products via Shopify’s Checkout within Roblox games without leaving the app. This feature was previously tested with brands like ELF Cosmetics, Fandango, Walmart, and Warner Bros.

This was one of many announcements revealed during Roblox's recent 10th annual Roblox Developer Conference, including a higher revenue share for creators offering paid-access experiences and a creator affiliate program.

Why It Matters: This integration bridges the gap between digital and physical commerce. It allows creators and brands to drive commerce across Roblox’s 80 million daily active users and capitalize on the growing immersive gaming space.

Following its recently expanded partnership with YouTube, which brings more merchants to the YouTube Shopping program, Shopify continues establishing itself across notable creator platforms, benefiting creators, merchants, and viewers alike.

LTK

LTK Introduces New Creator App Updates to Help Creators Maximize Their Earnings

LTK introduced two key updates to its Creator App. They are as follows:

• Product Commission Comparison: Creators can now compare commission rates across brands and retailers, making it easier to select the most profitable options.

• Search Tab: Creators can explore and discover brands and products through a new native search experience. They can filter products by categories and features (e.g., New on LTK, High Commissions, Active Collabs), tailored to their preferences.

Why It Matters: These updates empower creators to maximize their earnings by providing crucial data for selecting the most lucrative brands and products. They also streamline the process of finding the best promotional opportunities. As creators become vital sales channels for brands and retailers, access to the right data and tools is essential.

Other platforms connecting creators and brands for performance-based initiatives have also recognized this need. For example, YouTube recently launched a Chrome extension for its Shopping program, allowing creators to view and compare commission rates across retail websites and save products for easy tagging in their videos.

WHAT I’M READING

Spotify Looks to Pay Video Creators to Put Shows on Platform (Bloomberg)

According to reporting by Ashley Carman, Spotify is looking to beef up its video content by offering video-oriented creators as much as seven figures to distribute their shows on the platform for free, in addition to YouTube. Add this to Spotify's addition of music videos and courses, and it's competing even more with YouTube nowadays.

NASA Invites Social Creators to Experience Launch of Europa Clipper Mission (NASA)

Applications are closed, but NASA invited creators to apply for a chance to attend the Europa Clipper Mission launch in October. Selected creators will receive media-like credentials, a view of the launch, a tour of NASA’s Kennedy Space Center, and more over two days. From last month’s White House Creator Economy Conference to over 200 creators with press credentials at the Democratic National Convention and now NASA’s continued engagement with creators, it’s been a landmark year for creators gaining access typically reserved for mainstream media.

How Apple became an enemy to many influencers by taking creator money (Business Insider)*

Apple takes a 30% cut of purchases made in iOS apps, and this fee has begun affecting more creator platforms, including Patreon. While Apple has positively impacted the creator economy through its devices and software, this fee reduces creators' donations and fan subscriptions. Amanda Perelli explores the impact of Apple’s fees, including my thoughts.

_*Paywalled

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