BREAKING: META ADDS IN-STREAM PAYMENT OPTIONS

Happy Monday everyone!

I’m feeling super pumped this week thanks to our upcoming masterclass this Thursday. This session is our first in-person event since Covid struck and I can’t wait to get back face-to-face with you all! The event will be held at Aston Hall in Sheffield and involve both a morning and afternoon session. Grab your complimentary tickets here (AM) and here (PM). 

Let’s discuss this week’s updates. 🗣

1. Meta Adds In-Stream Payment Options

With the debut of payments between users and businesses within Messenger chat, Meta is seeking to give its eCommerce on its platforms a boost, offering another option to promote transactions. Businesses will be able to request payment within a messaging thread, and users will be able to send payments immediately, simplifying the purchasing process. Users will be able to finalise their purchase via 'Meta Pay,' giving businesses the ability to provide customers with order updates and details while the transaction is in progress. Meta commented on the update stating that their users can “shop with confidence knowing that your payments are securely processed and your purchases are protected.” Unfortunately, this feature is only currently available within the US, but if successful looks to be rolled out internationally in the coming weeks. 

2. The TikTok Saga Escalates

TikTok is under growing pressure as a result of several governmental probes and increasing revenue concerns within its parent firm ByteDance. Tensions have risen in recent weeks, with TikTok's communications taking a more defensive position in relation to particular accusations and press articles. In response to a recent accusation in the United States Senate, TikTok argues that the claims about its ownership are false since TikTok is not being owned by Beijing Douyin Information Service Limited, of which the Chinese Communist Party (CCP) does own shares.  The problem is that ‘Beijing Douyin Information Service Limited’ was actually only established as an entity back in May, as part of a reorganisation of ByteDance’s org structure, so a grey area has been created leaving plenty of room for speculation. Either way, things are not looking up for TikTok or creators that lean heavily on the app.

3. LinkedIn Looks At Making 'Repost' a Default Engagement Option

LinkedIn just released the first version of its new 'Repost' option on feed updates, which offers a simple solution to help boost a post to your LinkedIn network. To be honest, it's not a huge change, but it may make it simpler to magnify content in the app and allow your network to boost your posts by re-sharing to maximise reach. LinkedIn's main justification for implementing the repost option appears to be the requirement for more user engagement on their platform. However, it is difficult to understand what genuine value it would provide to the site beyond merely promoting engagement mining.  The repost option is not yet publicly available so keep your eyes peeled.

4. Instagram Adds New Business Search Tools Within Maps

Instagram has introduced a new map search function, which will allow users to discover local businesses and learn more about them using the app's features. The new map search function will allow IG users to explore popular tagged places around them, as well as filter the locations by certain categories. This update will provide businesses with even more incentive to ensure that their company information is up to date in the app and that visitors are encouraged to tag them in their posts on the platform. Consider what this means for your Instagram strategy and whether your business is engaging in such usage.

5. Instagram Will Now Transform All Video into Reels

Meta has revealed that almost all video uploads will now become Reels, whether you want them to or not, and that it has also introduced a slew of new creative tools for Reels as it doubles down on the short video format. Reels are the fastest growing form of content in the app, and TikTok's widespread success has resulted in habitual shifts in consumer behaviour, which means that users are now intuitively more aligned with the format. You can understand why Instagram is embracing this.

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