Another weekly round-up has landed! Here you can catch up on what’s going on in the digital space! This week we’re sharing the changing of the guard at Twitter, TikTok’s push to streamline influencer marketing, and two new features on Instagram – one of which is useful!
Jack Dorsey Steps Down as CEO of Twitter
Citing a concern that his capacity as co-founder was limiting Twitter’s innovation and growth goals, Dorsey has named former CTO Parag Agrawal as his successor. He will remain on the board until May, to ensure a smooth transition for Agrawal – which is very nice.
Incoming CEO Parag Agrawal started as an engineer at the company. Dorsey stated “Parag has been behind every critical decision that helped turn this company around […] My trust in him as our CEO is bone deep.”
Dorsey had previously faced pressure from activist investors Elliott Management Corp. who expressed concerns about his leadership, coming from Dorsey’s supposed reluctance to innovate/grow the company. This may be tied directly to Twitter’s recent slate of new features – Fleets (RIP), Super Follows, on-profile tipping, ticketed Spaces, professional profiles etc.
Tik Tok Introduces ‘TikTok Creative Exchange’
In essence, TikTok Creative Exchange is a super streamlined creative pipeline for brands to build and direct TikTok-specific influencer marketing campaigns. Agencies working on the behalf of brands, or brands themselves, set a brief to be pitched to influencers hand-picked by TikTok, projects are built out, shared and metrics are judged.
How does it work?
- Submit the Brief – Brands (or those working on their behalf) set a brief for the project: what do they wish to communicate and how?
- Choose the Creative Partner – TikTok provides a list of potential influencers for the brand to choose from based on their target market.
- Manage the Project – provide feedback and suggestions to influencers based on their initial rounds of creative, launch the campaign etc.
- Launch – Final creatives are collated and launched to the target audiences, after which insights are collected and metrics judged.
Instagram implements two new features
The most exciting new feature is ‘Carousel Deletion’, which is the ability to individually delete pictures from a carousel. This feature should be available globally to iOS users, using the edit function on the photo they wish to remove, they should see a wee trash icon in the top left corner. Useful in the case of mistaken uploads or when a pal is being funny with you. Not yet available on Android but we’re used to it. No word on replacing images – but it’s like the Twitter edit function – likely never to manifest.
The other feature is Rage Shake where you shake your phone to report that an Instagram feature isn’t working, might make you look bananas, might be cathartic! Just keep in mind that next time you see someone shaking their phone like a lunatic, it might be because their story doesn’t have audio.
Interested in running a Tik Tok influencer campaign and not sure how to go about it? Get in touch with us now at gra@pilotfishmedia.com, we’d love to help!
