Top 5 Trends in Social Media and Influencer Marketing | August 2021

With new features being announced every day, social platforms are working at full speed to attract users, creators, and brands—and we couldn’t be happier to witness the astonishing evolution of the social media world. Here’s your monthly recap of this month’s most important updates in social media and influencer marketing.

1. SensorTower Shares List of Most Downloaded Apps, and TikTok Ranks At the Top

Source: SensorTower

Earlier this month, the analytics platform SensorTower released a list of the most downloaded non-gaming apps worldwide for July 2021 and TikTok came in first. For the past year and a half, the short-video platform has been atop of the monthly charts, maintaining its download momentum—now with more than 63 million installs. 

According to SensorTower, “the countries with the largest number installs were from Douyin in China at 15%, followed by the United States at 9 percent”, suggesting the app is still gaining users even in its primary, established markets.

It’s safe to say that TikTok became a force to be reckoned with; an important challenger in the social media space that is still growing faster than any of its competitors. It doesn’t look like TikTok is going anywhere anytime soon.

2. Instagram Tests Ads In Its Shop Tab And Retires the Swipe Up Link

Instagram was kept busy during August while implementing two major updates on the platform.

Source: Tech Crunch

First off, the app launched a new advertising format in its Shop Tab, opening the possibilities for brands to connect with potential customers and indicating that the platform is further investing in its ecommerce business. The feature is currently being tested with select advertisers based in the U.S., and is planned to expand to other markets in the months to come.

Like the Shop Tab itself, the ads are a mobile-only feature, and users’ shopping behaviors in the platform will play a key role in determining how many ads an individual consumer will experience.

Secondly, Instagram recently announced that as of August 30th, the swipe up—used as a way to share external links within stories—will no longer exist. Instead, the platform is rolling out a new link sharing experience, where users will be able to add a link to a story through a link sticker. According to Instagram, stickers are more aligned with the way people currently use the app and offer better ways for users to express themselves.

For now, it seems that only people who originally had the swipe up option will be able to access the link sticker, but Instagram is evaluating expanding it to more users.

3. Facebook Hosts Its First-Ever Paid Film Premier

Source: Variety and Social Media Today

It seems like Facebook is emerging as a new player in the entertainment industry, as on August 19th, the app hosted its first paid film premiere. Exclusively screened on the platform, the documentary “The Outsider”, about the challenges and controversies around the construction of the National 9/11 Memorial and Museum, was globally available for 12 hours for $3.99 per ticket.

Facebook is known for its free livestreaming events, but this is the first time a paid film has premiered on the app, indicating the possibility of more, similar launches in the future, and providing a new avenue for Facebook video growth.

As the pandemic revolutionizes consumer behavior and accelerates digital transformation, Facebook emerges as a viable option in the video-on-demand industry, especially for those wanting to reach an extensive, international audience—an interesting shift to watch.

4. YouTube’s “Super Thanks” Let’s Users Tip Creators In the Platform

Source: The Verge

Ramping up its efforts to help creators monetize their content, YouTube announced that it is testing a new feature called “Super Thanks” (previously named “Viewer Applause”) that lets users tip YouTubers by choosing one of the following price points: $2, $5, $10 and $50. 

After selecting one of these four options, viewers will see a cheerful animation on-screen and a colorful comment under their name will be showcased below the video in the comment section. Creators have the possibility to engage with these messages and thank the support.

The new tool is being tested in 68 countries on desktop, Android, and iOS, and is planned to be rolled out to all members of the YouTube Partner Program later this year.

5. Twitter Shopping: The Platform Tests “Shop Module” On Business Profiles

Source: Twitter

Twitter is jumping in the social commerce trend as it expands its professional profiles possibilities. The platform launched business profiles earlier this year, and now it’s updating the feature with a new, highlighted, dedicated space called “Shop Module” where businesses can showcase their products. Shop Module is basically a carousel of photos that functions as a catalogue, where users can seamlessly tap through to learn more and purchase in an in-app browser.

As explained by Twitter: “With modular components for Professional Profiles, businesses across the globe – from small businesses and legacy brands to creator-founded businesses – will have access to customized profiles with features intended to help drive engagement and business outcomes.”

For now, the feature is being tested with select brands in the U.S., and users in the country who use the platform in English on iOS devices will be able to see it. 

It is still unknown, however, whether or not this tool, when publicly rolled out, will come at a cost for those who wish to take advantage of it. Twitter has been exploring its revenue streams possibilities—Twitter Blue being an example—and it is possible that the app makes Shop Module available only under a fee or subscription. We shall wait and see. 

Are you ready to build a social media strategy that is up to speed with the latest trends?