Social Media Update 27.05.19
A weekly annotated curation of significant social web platform developments from the previous week, with links and carping marginalia as needed . . . Posted every Monday morning or thereabouts.
Love the Numbers
A reminder from a year ago . . . A Pew Research Center study released May 2, 2018 proved that Millennials are technology usage leaders and early adopters, although older generations also “embrace digital life.” When it comes to social media use “the vast majority of Millennials (85%) say they use social media . . . (and) significantly larger shares of Millennials have adopted relatively new platforms such as Instagram (52%) and Snapchat (47%) than older generations have.” The Pew report goes on to say, however, that “there has also been significant growth in tech adoption in recent years among older generations – particularly Gen Xers and Baby Boomers.”
The upstart video app TikTok will likely be launching a music streaming app called ByteDance that would be a Spotify competitor, although at first its availability would be limited to emerging countries. Matt Binder also reports in Mashable that “ByteDance is clearly looking to branch out into other tech niches and take advantage of the cross-marketing potential. Just earlier this week, ByteDance launched a new messaging app called Flipchat”, which encourages users to create chat groups based on common interests.
Unless you’re deep into tracking and comparing YouTube creator subscriber numbers, a recent YouTube announcement may seem ‘much ado about nothing’. Starting in August 2019, YouTube will begin showing “abbreviated subscriber number across all public YouTube surfaces. Third parties that use YouTube’s API Services will also access the same public facing counts you see on YouTube. Creators will still be able to see their exact number of subscribers in YouTube Studio.” To be specific, “For channels with fewer than 1,000 subscribers, the exact (non-abbreviated) subscriber count will still be shown. Once your channel passes the 1000 subscriber milestone, we will begin to abbreviate your public subscriber numbers on a sliding scale.” There may be a creator backlash: Subscriber comparison numbers are used by creators to justify their fees, and the basis of comparison just got fuzzier.
To encourage more creativity and engagement with IGTV videos, Instagram will now support landscape videos in addition to the current vertical formats. The announcement on Instagram’s blog says “Vertical videos work great for creators who want to be up-close and personal with their audience; but landscape also has its strengths, especially when it comes to formats like dance and sports which are high motion and often feature a handful of people in frame.”