IGTV, Facebook Monetises Group Admin Roles And More In This Week’s Friday Download
June 22, 2018
By FTI Consulting
As England successfully navigated the first hurdle on its assured path to World Cup victory and Alex finds “the one” on Love Island, we didn’t think that the week could get any better. Yet clearly we were wrong as the week also delivered a series of juicy platform updates which will enhance publishers’ use of video. The first and most exciting update is from Instagram which has launched IGTV, a standalone app which will allow users to set up channels for long form videos.
The new platform has been seen by some as a direct challenge to YouTube as users will be able to follow their favourite channels and leave comments on videos. YouTube may be worried as Instagram, much like the England team, seems to be on unstoppable form – okay I’m done tempting fate – as it has also announced this week that it has reached 1 billion users worldwide! However, YouTube put up a strong defence as it announced a suite of tools to allow publishers to be more targeted in their advertising.
Facebook has also made waves in the video content arena with the opening up of Facebook Watch, a platform which allows creators to upload shows and longer form videos. As we noted at the beginning of the year in our 2018 predictions, videos will come to play an ever more central role in brands’ content, and social media companies are keen to woo creators to host videos on their channels. Yet before you are lured in by shiny new features, remember the most important factor is to be aware of where your audience is present and engaged.
Is This The End?
A new copyright law pursued by the European Parliament could have us saying goodbye to two of the things we love most – freedom of speech and memes.On Wednesday morning the European Parliament voted in favour of a proposal to change EU copyright law.
Controversy has focused particularly on Articles 13 and 11. Article 13 will make websites enforce copyright which could mean every platform that allows user generated content will need to filter and review all the material uploaded. The Verge has described the measure as a YouTube Content ID for the entirety of the internet. Article 11 would require online platforms to pay publishers a fee for linking to their news content. However, critics have suggested that the loose definition of a link could be used by governments to curb freedom of speech online. Clearly this raises many concerns for brands and consumers alike as the internet has until now been used a platform to aggregate, share and modify content. While many will be hoping the Parliament listens to countless experts advising against this course of action, we on the Digital Team shall be launching a William Wallace style resistance – you may take our lives but you will never take our memes!
In The Money
Facebook has made two significant announcements this week which could see its revenue generation go from strength to strength. The first revelation is that the social media giant will allow Group admins to charge a subscription fee of $4.99 to $29.99 per month for access to exclusive content.
Facebook has stated that the idea behind the move is to allow admins to earn money while they invest time into managing the communities, which they hope will also result in higher quality content for users. While Facebook will not initially take a cut of the revenue earned by admins, if they did eventually take a share it would enable them to monetise the 1 billion users of the feature. The company’s other money making scheme is to add autoplaying video ads to Facebook Messenger. Some have raised concerns that users may find this intrusive, to which Facebook has replied that it is going to try it out and see what happens. For brands and publishers it is excellent news that we have more options to reach our key audiences, however it is also important to be mindful of the users’ experience and where they would most enjoy engaging with your content – and vice versa.
Also This Week
55 years after he was killed, JFK gives his final speech – The Times
Snap Maps update makes your Bitmoji’s world look a bit snazzier – The Verge
Facebook shuts down actual news under the cover of “political ads” policy – Mashable
People are turning away from Facebook to Whatsapp – CNBC
We couldn’t decide which of these we loved more, so we’ll let you be the judge . . .
The views expressed herein are those of the author(s) and not necessarily the views of FTI Consulting LLP, its management, its subsidiaries, its affiliates, or its other professionals, members or employees.
FTI’s digital practice in EMEA operates as a centre of excellence for digital communications within the firm and is staffed by a team of practitioners with industry experience of consumer, corporate and financial communications. The team runs an active portfolio of multi-sector brands and partners with FTI’s teams and clients to provide a wide range of online reputation management services.