The Instagram Feature We've All Been Waiting For 🎠

Welcome to those of you who have signed up recently, especially the creators! My goal with this newsletter is to break down the key news across social media, influencer marketing, and the overall creator economy.

I cover it from the perspective of a marketer and creator myself, focusing on providing detailed analysis and actionable insights that you can use, along with helping you make sense of what’s happening now and what’s coming next.

Today is packed; enjoy!

TODAY’S EDITION

• Instagram is testing unskippable ads in Ad Breaks, and users aren’t too happy

• On the other hand, Instagram users are excited about a new Carousel feature that should have been released a long time ago

• Instagram tests out new sharing options for Reels

• Twitch inks deals with major labels to let DJs stream popular music during streams and earn money

• Reddit adds a tool for creators and brands to disclose incentivized posts and comment

• Beehiiv announces a Creator Accelerator Program as newsletter platforms set their sights on social media influencers

NEWS, TRENDS, AND INSIGHTS

Instagram Confirms Testing of Unskippable Ads

After being spotted in the wild, Instagram confirmed it is testing unskippable ads. Users who are part of the test will see an Ad Break, which features a countdown timer and requires users to view an ad before being able to continue browsing content.

Why It Matters: As expected, users' response to this hasn't been good for Instagram. Many feel that there are already too many ads on the platform, so some users plan to leave the app if this rolls out of the testing phase. While unskippable ads exist on YouTube, they appear on longer-form content that lasts several minutes, as opposed to content like photos and short-form videos that are consumed in seconds.

While this new ad format would benefit advertisers, it would certainly interrupt the viewing experience and push users away (potentially to the buzzing Cara), TikTok is likely to face this, too, with the rollout of mid-roll ads once more people catch wind of it.

Instagram Adds Support for Different-Sized Photos in Carousels

Instagram has rolled out updates for Carousels. A new Resize option is available during post-editing, allowing users to select the 'Original' option to share photos in their original dimensions, including those of different sizes (e.g., portrait, landscape), without altering their dimensions. In addition, some users can access a native text tool to add text to images in carousels.

Why It Matters: Carousels are a popular format for creators on Instagram, but they haven't reached their full potential due to limitations around sharing photos of different sizes. They were previously limited to photos of the same size, which often resulted in awkward cropping when combining portrait and landscape photos.

The Resize option allows users to combine photos of different sizes while preserving their original composition and framing. Despite its simplicity and high demand, it's surprising that it took years to become available. While it is currently limited to certain users, it has generated considerable excitement, as seen from the reactions on Threads and LinkedIn.

The new text addition feature brings Instagram's carousels closer to TikTok Notes, giving creators another avenue for creative expression.

Instagram Tests Sharing Draft Reels via Direct Messages

Instagram is testing the option to share a draft of a Reel via direct messages to friends. When saving a Reel as a draft, users can select who to share the draft with through the send menu. Recipients will see a preview of the Reel but cannot comment on it or share it with others.

Why It Matters: This feature allows creators to get feedback from their inner circle before publishing a Reel. Creators can share drafts with other creators to help validate or conceptualize content or send a Reel that is part of a brand collaboration to their campaign manager for review and approval.

It’s another example of Instagram leaning into messaging, which TikTok is also trying to do with Streaks.

Instagram Launches Test of Trial Reels

Instagram has launched a test of Trial Reels, allowing creators to share a Reel with only non-followers. Creators will gain insights into the performance of the Reel and can choose to share it with everyone or not. There’s also an option to automatically share the Reel with everyone if it receives a significant number of plays in the first 48 hours.

Why It Matters: This experimental feature lets creators gauge the performance of their Reels without committing to sharing them with their followers. With creators frustrated with the reach of their content, this provides an opportunity to test their content with non-followers and then share it with everyone if it performs well. This could be quite handy for sponsored Reels too — marketers, if you’re working with creators who have access, encourage them to try this out.

Instagram could eventually expand this to A/B testing, allowing creators to share different versions of their Reels with slight variations like text overlays and captions, helping them to further experiment and optimize their Reels over time.

Instagram Adds Live, Custom Themes & QR Codes for Broadcast Channels

Instagram has expanded its capabilities for Broadcast Channels. Key updates include the ability for creators and brands to go live with members in their channel, customize their channels with an image, and share a QR code that directs users to their channels.

Why It Matters: These upgrades bring various benefits to creators and marketers utilizing Instagram’s one-to-many messaging feature. They can reward top supporters by hosting live chats with them and make their channels stand out with their own branding.

Being able to share a QR code could be the most impactful update as it gives creators and brand managers a way to easily grow their channels via real-life events such as speaking engagements at conferences or hosting meetups with fans.

Instagram Flags Reels Ineligible for Partnership Ads

Instagram is now flagging Reels that are ineligible for Partnership Ads. When creators share a Reel and toggle on the 'Allow brand partner to boost' option, but it contains an element that makes it ineligible for ads, Instagram prompts creators to make edits before sharing the Reel.

Why It Matters: This feature was added last year for Stories and is now extended to Reels, which is more valuable as amplifying sponsored Reels from creators has become a big part of influencer marketing campaigns.

For brands to get value from creator content in their paid media strategy, they must actually be able to use the content in ads. Nuances around what content is eligible for ads can be a challenge for creators and marketers. This update highlights specific issues and gives creators the opportunity to make edits to ensure their Reels are eligible while reducing instances where creators are forced to repost, which can cause issues between them and brands.

YouTube Updates the Inspiration Tab with AI-Powered Tools

YouTube is updating the Inspiration Tab in Studio, formerly known as the Research Tab, by adding Ideas and Outlines. Creators can type in an idea or topic, and YouTube will display their viewers' interest levels, similar ideas, and related videos their viewers have watched. Creators can also use a "Create Outline" button to generate an AI-powered bullet-point outline for the idea.

Additionally, YouTube has introduced Breakout Videos, a feature that showcases videos from similar channels that have performed exceptionally well.

Why It Matters: YouTube aims to provide creators with more inspiration for content creation based on what viewers are watching and resonating with. Similar tools have appeared across social media platforms. For instance, Instagram's Inspiration tab gives creators ideas tailored to what they and their followers are likely to enjoy, and TikTok's Creator Search Insights offers creators insights into frequently searched topics.

These native tools are more effective for creators than third-party apps like ChatGPT for ideation and inspiration, as they surface ideas and topics relevant to the creators' content and audience on that specific platform, which can make the output more relevant.

LinkedIn Launches Wire Program for In-Stream Video Ads

LinkedIn launched the Wire Program in beta. The program allows brands to run in-stream video ads on publisher content. It is currently being tested with publishers like Bloomberg, Business Insider, NBCUniversal, and The Wall Street Journal. Publishers will have a 50-50 revenue split with LinkedIn.

Why It Matters: The program highlights two trends within LinkedIn — a continued focus on news and a deeper dive into video content. While platforms like Meta have been pulling back on news, LinkedIn has been embracing it, providing direct support to hundreds of news publishers.

On the video front, LinkedIn has slowly integrated more video into the platform, including a dedicated short-form video tab that has attracted video-first creators. With a 45% year-over-year increase in video uploads, LinkedIn is looking to capitalize on the growing amount of video content by integrating ads, helping publishers reach engaged audiences, and growing ad revenue.

Twitch Introduces the Twitch DJ Program

Twitch has introduced the Twitch DJ Program, which is set to launch later this summer. This program allows opted-in DJs to livestream a wide range of popular music via the new DJ Category without the risk of Digital Millennium Copyright Act (DMCA) takedowns. DJs will also be eligible for new discovery and monetization opportunities.

Thanks to partnerships with hundreds of labels, including Universal Music Group, Warner Music Group, and Sony Music, DJs can access millions of tracks for their live streams. They can earn money from their streams, with a portion of their earnings going to music rights holders, of which Twitch will cover half.

Why It Matters: DJs often encounter problems streaming on Twitch due to copyright issues, resulting in frequent DMCA takedowns. The program offers a sustainable solution by enabling the use of copyrighted music, allowing DJs to earn income while compensating musicians and rights holders. It’s a similar initiative to YouTube’s Creator Music and Meta’s Music Revenue Sharing programs.

Reddit Launches Brand Affiliate Tag

Reddit launched a Brand Affiliate tag. Users must add this tag to identify posts or comments with commercial intent or incentives. This includes instances when a user is an employee or affiliate of a company in posts or comments related to that brand or when creators are working with a brand.

Why It Matters: As brands increasingly turn to Reddit to engage with communities through their own posts and collaborations with Redditors, disclosure tools are essential for transparency. The tag provides an official means for users to disclose such relationships. However, as seen with LinkedIn, which recently added a Brand Partnership label, these tools are only effective if they are actually used.

Beehiiv Introduces Creator Accelerator Program

Beehiiv has introduced a Creator Accelerator program for established creators looking to launch and grow a newsletter. These creators will receive assistance in designing a newsletter, editorial and writing support, one-on-one content and promotion consulting, growth and recommendation pods, marketing and technical support, and more. Creators can apply here until June 14th.

Why It Matters: In the face of potential TikTok bans and constant alterations to social media platform algorithms, newsletter platforms have increasingly targeted Instagram, TikTok, and YouTube creators, touting direct access and control over their audience and new monetization streams.

Following a similar path to competitor Substack, which launched a similar initiative in its Creator Studio program targeting TikTok creators, beehiiv is looking to add to its growing list of top creators in exchange for direct support for launching, growing, and monetizing a newsletter.

If you’re interested in starting a newsletter or migrating your current one to beehiiv, sign up with this link to get 20% off your first three months on any beehiiv paid plan, along with a complimentary 30-day free trial.

THANK YOU

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