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šŸ—ļø Instagram-for-text (June launch)

Read time: 2.6 mins āš”

Author

Kole Ogundipe
May 22, 2023

Hey, Marketers.

In todayā€™s edition:

  • Instagram-for-text is around the corner

  • ICMY: Last weekā€™s must-knows

Meta has thrown their hat in the ring as the latest Twitter alternative.

Instagram's New App is expected in late June

Slide provided to Creators via Lia Haberman

Hereā€™s the info that has come out so far via Lia Haberman:

  • Back in March Meta confirmed: ā€œWe believe thereā€™s an opportunity for a separate space where creators and public figures can share timely updates about their interestsā€.

  • The new text-based Instagram will let creators publish posts to a Twitter-style feed, which includes text, photos, and video.

  • Users can sign in with their IG details and follow the same accounts they follow on Instagram with one tap - a big benefit over the other new Twitter competitors, BlueSky, Mastodon, and Substack Notes.

  • This seems like an unusual move for Meta... but on the leaked slide they wrote, ā€œSoon, our app will be compatible with certain other apps like Mastodonā€. That would mean posts from other Social text platforms could surface in the new Meta app.

The materials weā€™ve seen donā€™t mention the name of the new app but expect to hear more in the next couple of weeks.

Why we care? If the new platform scales, thatā€™s a huge amount of useful data that Meta would accumulate. Meta could use the text to enhance its audience profiles. And improve the relevancy of the ads that they show to users based on the text they have written or engaged with.

Plus they could allow brands to target people with ads based on what they are searching in the new app.

With big techā€™s focus on AI, you can see them also using the data to train their language learning models. Which might explain why Meta is investing extra resources in creating a custom-built app instead of making it a feature.

ICYMI: Last Weekā€™s Must-Knows

1. Meta has a new ad targeting system that improved ad relevance by 8%. Currently, Meta keeps the data across different ad types siloed. With the new ā€˜Latticeā€™ system, Meta will consolidate what they learn across the different ad placements, objectives, and ad types they offer. Giving them a bigger data set to understand which ads to show which users. (Meta ā†—ļø)

2. Facebook & Instagram plan to double recommended content in feeds. Meta will increase the amount of content they show from people or accounts users donā€™t follow. With this change, Meta is trying to increase the amount of time users spend in their apps. TikTok & YouTuben are built on recommended content. And those are the platforms where users spend the most time on average. Meta has to evolve to compete. (Social Media Today ā†—ļø)

3. TikTok introduced a Commercial Music Library, which allows brands to access over 1M songs. They also have the Artist Impact Program, which enables artists to monetize their music on TikTok by letting businesses use it in their content. Artists are getting new opportunities to be discovered and brands create content with trending music. (TikTok ā†—ļø)

4. But, TikTok got its first state-wide ban from Montana. The ban would take effect in 2024. But there are claims the ban is unconstitutional and it has already been challenged in court. (CNN ā†—ļø)

5. Amazon is hiring to create to improve its product search with AI. In the job post, Amazon says: ā€œThis will be a once-in-a-generation transformation for Search.ā€ The company confirmed that they are investing in generative AI across all of its businesses. (Search Engine Land ā†—ļø) 

Thanks for reading!

Kole

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