Social networks continue to evolve and disrupt sectors such as retail, developing tools for shopping without leaving social networks. The competition has raged throughout this year, not least because of the impact of TikTok on the social networking world. All the platforms wanted to launch or develop their short video format. A wise choice that...
Social networks continue to evolve and disrupt sectors such as retail, developing tools for shopping without leaving social networks. The competition has raged throughout this year, not least because of the impact of TikTok on the social networking world. All the platforms wanted to launch or develop their short video format. A wise choice that benefits companies, as 87% of marketers say that the video format generates a positive ROI (source: Social Media Today).
All innovations developed on social networks allow companies, and nano and micro-influencers, to offer ever more entertaining, engaging and targeted content. Check out our little rundown of the features you don’t want to miss at the end of 2021.
Instagram, Pinterest and TikTok and their new features not to be missed
What to remember on Instagram?
The Sticker link available to everyone
The swipe-up link, which was all the rage with brands and influencers, was replaced by the sticker link in September. Very quickly adapted, it allows more freedom in terms of creativity. The latest innovation? This sticker, which allows you to share and link to your e-shop or to a particular product, is finally available to everyone! This feature was highly coveted by accounts with less than 10,000 followers: now it’s done! (source: Instagram).
Hivency’s little bonus: a boon for your collaborations with nano-influencers (between 5,000 and 10,000 subscribers) who previously did not have access. Nano-influencers have the ability to interact very easily with their community and therefore have much higher engagement rates. On Instagram, the engagement rate of nano and micro-influencers with less than 15,000 followers is 3.86% compared to 1.36% for macro-influencers (between 500,000 and 1 million followers) (source: Influencer Marketing Hub).
Instagram Video replaces IGTV
While Reels are exploding, Instagram is putting an end to IGTVs and replacing them with Intagram Video (source: Siècle Digital). The principle? Combine the IGTV format with the videos on the feed (the news feed on Instagram). The social network has understood that this 60-second video format appeals to both content creators and users. The social network is therefore doing everything possible to simplify its use and creation (source: Business Instagram).
Hivency’s little tip: do not hesitate to propose this video format in your briefs when working with nano and micro-influencers!
Pinterest to drive traffic to your e-shop
Pinterest, the platform originally created to inspire users, is now an excellent social commerce platform to drive traffic to your e-shop. The concept? The Ideas pin, an advanced form of the Story pin, allows the platform’s professional accounts to create content in the form of videos of a few seconds to present a product or service that can be saved in a category, and therefore preserved over time (source: Newsroom Pinterest). This feature enhances the content of influencers and at the same time, it highlights your products and makes them known to the influencer community.
Hivency’s little tip: on Pinterest, 7 out of 10 users explain that they go to the platform to discover new and reliable products or services. In addition, users’ shopping carts are 30% higher than on other platforms (source: Business Pinterest). It is the ideal platform to meet your objectives of increasing traffic to your e-shop as well as increasing your conversion rate. Did you know? On our influencer platform, you can run campaigns on Pinterest.
TikTok: creativity and engagement guaranteed
We keep saying it, but TikTok is the most attractive platform of the moment. It’s a fact, users spend an average of 46 minutes a day watching videos on TikTok (source: Social Media Today). The platform is expanding its offering by allowing creators and users to produce videos up to 3 minutes long for even more creativity and entertainment (source: Newsroom TikTok). Users are demanding more video content, so TikTok is responding to this need, which will benefit brands and influencers alike. Indeed, longer videos allow for more storytelling, but also for more engaging content.
However, TikTok is not just an entertainment platform but one where users can find inspiration to shop for the latest trendy piece! Indeed, the #tiktokmademebuyit has over 4.2 billion views! Earlier this year, the social network partnered with Shopify to allow the latter’s sellers to launch campaigns via TikTok for Business. The collaboration has been renewed; in 2022 we could see TikTok Shopping already being tested in certain countries such as the United States (source: Newsroom TikTok).
Hivency’s little bonus: since September 2021, our influencer marketing platform is also available on TikTok!
While social networks are certainly an integral part of your marketing strategy, it should be noted that an influence strategy is complementary. The influence of content creators with a community of between 5,000 and 100,000 followers is well established. They offer authentic and engaging content to their niche community and Hivency, the influencer platform, can help you find the right influencers.