The Latest Social Media News You Can Use in June

Welcome to this week’s news you can use, where we’ll cover the latest social media and influencer marketing news that you need to be aware of in June. This week, we’ll take a look at how brands are using experiential events to drive engagements on social media, Instagram leans into longer-form video content enabling longer Reels, and TikTok continues

Before you dig into the TikTok update, get caught up on the latest and greatest in my blog update surrounding the latest legislation that is forcing TikTok to be sold or be banned in the United States.

How Brands Use Experiential Events to Generate Social Engagement 

With Summer in full swing, the significance of experiential marketing becomes more clear as consumers want to be outside and brands can meet them there. Whether you're the team behind the Kentucky Derby's social channels, publishing over 50 TikTok posts around this year's event, or the Topgolf team that showcased on social how they sent an ice cream truck serving peach ice cream sandwiches around town during the Masters, brands are stepping up their experiential marketing game and using social media as their platform.  

Now, how can advertisers and brands translate live events into online engagement? Here are a couple of tips from our partners at Sprout Social on how to do so: 

User-generated Content: One powerful tool in the hands of brands is user-generated content (UGC). By leveraging UGC, brands cannot only increase engagement but also reach a wider audience. People love to see their favorite brands featured in their feeds, and UGC is a proven performer for various Motion clients. This is your chance to empower your audience and make them a part of your brand's story. 

Behind-the-scenes content: Contrary to the famous saying, many people are genuinely interested in understanding "how the sausage is made." Behind-the-scenes content provides a window into a brand's inner workings, showcasing the real people and the effort that goes into it. This authenticity can foster a sense of connection, building trust and loyalty among our clients' target audiences. 

Instagram Introduces Longer Reels: Why You May Not Want to Use Them

Instagram recently shared an explainer video on how to post Reels longer than 90 seconds. Rather than uploading the video in the app's "Reels" section, content creators can go to "Post" and select the 90-second or longer video they want to post. No more jump-cut edits or sacrificing valuable content to meet Instagram's 90-second Reel threshold. Right?

While longer-form Reels may be beneficial to your brand in some cases, you should keep your Reels as short and snappy as possible. Instagram warns against posting Reels up to 90 seconds, which can limit their ability to drive engagements, and reach new audiences.

According to the caption of an Instagram post on the subject, "any video over 90 seconds won't be eligible to be recommended in Explore or Reels Tab." Aside from Instagram's technical constraints, brands may want to keep content as concise as possible because research shows that shorter videos receive higher engagement on the platform. 

TikTok Is Exploring a US-Only Version of Its Algorithm

Would TikTok still exist if its all-knowing algorithm didn't keep feeding you more of the content you want to watch every time you log in? That could be a key question of the app's next evolution as it ideats around alternatives that would allow it to remain in operation in the United States. Under China's revised export-control rules, Chinese officials have already vetoed any potential sale of its algorithmic code. Any sale involving its source code would require Government approval. As a result, we can rule out TikTok being sold in it’s entirety.

Rest assured, TikTok has been diligently working on an alternative feed algorithm for over a year as part of its 'Project Texas' initiative. While some may be skeptical (including me), it's important to remember that TikTok's success is built on a system of proprietary technology, making it a formidable challenge to replicate it completely.

If you’re looking for more of the latest and greatest in social media, ee sure to check out more of my writing. Such as, my favorite social media tools, like GoCharlie.ai. And you can also get the keys to gaining success with influencer marketing and more deep dives on other social media or influencer marketing topics.