Last year, Instagram released branded content ads to make it clear which posts ere sponsored by brands. Advertisers will now have the ability to publish posts from users’ accounts. Instagram Branded Content Ads changes: Instagram has made changes to how much control brands have over influencer branded content. In an effort to entice creators to use the feature and compete with the increasingly popular TikTok platform, Snapchat is funding the services with $1 million a day going to users who create the top performing content until the end of the year. Snapchat’s development expands the ways users can post content publicly and reduces the platform’s focus on ephemeral content, whilst encouraging creators to stay on the platform. At launch, the Spotlight feature will not show ads but like most new features on social media, this is likely to come later on. Content cannot be repurposed from elsewhere - it must be original and can only use licensed music from Snapchat’s own Sounds library. Content creators will be able to make use of Snapchat’s tools such as Lenses, Sounds and Captions (a new feature designed for Spotlight). The ‘Spotlight Guidelines’ specify content should be vertical videos with sound up to 60 seconds long and they should include a topic hashtag. It will appear on a prominent tab on the app and will use an algorithm based on users’ preferences to determine which videos are shown – essentially a response to TikTok’s popularity. The feature aims to showcase the community’s creative efforts and will include videos backed by Snapchat’s licensed music and other Snaps. Snapchat Spotlight: Snapchat is launching a scrollable feed, called Spotlight, where users can watch short videos, similar to the ‘For You’ page on TikTok.
Snapchat has a new scrollable short video feed called Spotlight and Instagram has updates to its approach to branded content across the platform. Both Snap and Instagram have launched new features.
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