25 July 2021
Welcome to What’s up with me Priya. This week Instagram and Youtube came up with two great features that are focused on content creators.
INSTAGRAM COLLAB FEATURE
Instagram’s new feature is being tested in India and the UK. It is called Collab. t lets users invite another account as a collaborator on a post or a Reel. Earlier you could do partnership posts by inviting other brands to collaborate with you. You could also tag other accounts. But true co-creation wasn’t easy on Instagram.
Now when you collab, both accounts will appear in the header of the post or the Reel, and it will be shared with the followers of both accounts. They will also be able to view the shared feedback on the content. That is a useful feature for content creators, which allows reaching audiences of both accounts simultaneously. The views, the likes, comments, everything will show up on both accounts. Well, it’s classic two birds, with a stone benefit, isn’t it?
If you want to use this Collab feature you have to have a public account. And the steps are simple, go about creating a post and tag the account and then in the final step select the ‘Invite Collaborator’ option. Once the other account accepts your invitation, the post is published with both accounts shown in the post and reels header.
This is a valuable tool for influencers and brands, so that content can be displayed to both of their audiences at once. There is no doubt that with this feature Facebook is competing with YouTube and Tiktok to attract more original content to their platform. As I said this feature is now available only in India and the UK. The official worldwide launch date is yet to be confirmed. So that was about Instagram’s new Collab Feature.
YOUTUBE MONETISATION TOOL – SUPER THANKS
In yet another news, YouTube has announced a new #monetization tool called SUPER THANKS. Simply put this feature will allow users to tip the creators for their uploads.
In terms of paid digital tools, this is not You tube’s first product. There is already Super Chat, Super Stickers, and channel subscriptions — but Super Thanks is YouTube’s first of these features that allow fans to tip creators for individual uploaded videos rather than live streams.
Now how does it work? If a viewer wants to show special appreciation, they can purchase a super thanks which is basically 4 pre-set amounts ranging between $2 & $50 in local currency. Viewers can post Super Thanks as a message on videos which will be highlighted in the comments section. The creators can go ahead and monetize these. This feature was tested under the name “applause” and based on feedback from the pilot its name was changed to Super Thanks.
Starting July 20, Super Thanks is available for select creators in 68 countries who are members of the YouTube Partner Program. It is expected to roll out to all eligible creators in the Partner Program by the end of this year. So here you have another great monetization tool for youtube content creators.
MARKETING AUTOMATION (MA)
We have heard time and again that Automation is key to bring in efficiency and optimise Investment in marketing. So what exactly is MA? As the name suggests, it is the process of using software tools and platforms to automate repetitive tasks in marketing.
So automation essentially sits at the intersection of your CRM and customer data platform software. This is used to nurture leads. Automation is also widely used to send mass personalized marketing messages and content.
One example of automated content is the reminders you get from Amazon about your abandoned shopping cart. Or those emails you get when you subscribe to a newsletter.
But at a more sophisticated level, this software can track and analyze your behavior and based on preset triggers send you content that really looks like super-targeted, personalized relevant messages. For eg, you attended a webinar, now based on whether you stayed till the end or left within 5 minutes, the Automation tool sends you follow-up offers.
If you stayed till the end you are obviously more engaged and the probability of you enrolling for more webinars or buying the service is high. So if you are a host this information allows you to send messages only to highly potential clients that would convert.
What’s the advantage of MA? It helps companies to increase efficiency and sales and engage with customers in a more personal way and grow revenue faster. Now the ultimate intention of MA is to make conversions, create qualified leads, scale your marketing efforts at low cost so on and so forth. If done right, MA can bring great collaboration and synergies between marketing and sales and hence bring far better results.
What are some of the common MA features used by companies? How to choose the right automation platform or software? This largely depends on whether your business is B2C or B2B. To know more read my blog on the topic at www.startupwithpriya.com