The Future of Fashion is Digital

October 21st, 2021 by

Technology is developing at an incredible rate. With social media platforms offering in-app shopping, Facebook and Snapchat’s AR glasses, AR in retail stores and live shopping platforms, the Metaverse is creeping closer and closer with each incremental innovation. We’ll soon be spending a significant amount of time in the Metaverse, but we have one important question left: what should we wear? 

Within the past couple of years, the fashion world has actively begun adopting AR and technology—from NFTs and digital garments to AR try-ons in retail to virtual shopping, now including virtual stylists.  

The main way we interact with others nowadays is through digital. We instant message, voice call and video chat. We like, comment and watch livestreams. Living in an era of instant gratification, it’s unsurprising that our shopping experiences are taking a digital turn. 

The rise of digital in retail

Livestream Shopping & Virtual Styling

The concept of blending entertainment with instant purchasing isn’t new—it’s been incredibly popular in China for the past few years. However, it is only just making its mark in the West. Livestream shopping is an immersive experience that keeps shoppers engaged for extended periods of time. The latest development in livestream shopping is the introduction of virtual styling.

Livestream Shopping & Virtual Styling

Hero is a virtual styling platform. Brands can partner with the platform to provide text, chat and video styling assistance to their customers. Using the platform, brand teams can walk customers through key pieces in their physical stores to help identify the right items for the customer. Customers could ask real-time questions about the garments, return policies and even store availability for specific products. 

Hero allows brands to seamlessly blend online and in-store experiences. Many brands—including Levi’s, rag & bone, Nike, and Chloé—have partnered with Hero and seen incredible results. As a result of real interactions between associates and customers, Hero can yield an incredibly high conversion rate of 20%, and for some stores, up to 88% of users make a purchase within 24 hours of a virtual styling session. 

Livestream Shopping

Having the ability to speak to potential customers in real time allows chosen associates (or stylists) to offer their expertise on products they handle day in, day out. A brand’s stylists have the best understanding of the brand’s product offering and can most accurately provide a solution to a customer’s fashion query; stylists can also invite customers in for a private, reserved fitting room session to try on the clothes they discussed in their styling sessions. This not only increases footfall, but the opportunity to create a completely unique and personal experience for customers, increasing the likelihood of conversion. 

With the development of social commerce, it will be interesting to see whether digital styling will take its place on social media. TikTok and Instagram are leaders for in-app shopping, and with livestreaming capabilities where customers can purchase directly from a livestream, we could anticipate that influencers and brands may begin to offer virtual-styling services. 

Virtual Try-ons

Virtual try-ons using AR are bridging the gap between traditional brick-and-mortar retail and ecommerce. This tech allows consumers to achieve an accurate sense of look and fit of fashion items before making a purchase, all from the comfort of their own homes—something that is increasingly appealing to consumers following COVID-19. 

Sneaker and apparel resale brand GOAT launched an AR try-on feature within their app that allows shoppers to virtually try on sneakers. The brand implemented the feature to elevate the experience of discovery and to allow customers to see what some of the most exclusive trainers available would look like on their feet. 

Shopify retailer Tenth Street Hats has implemented AR tech directly onto its ecommerce website, allowing shoppers to try on selected hats on mobile and desktop devices, without having to download an app. The AR works by superimposing a real-time image of the hat onto the user’s head. 

Virtual Try-ons

The tool increased purchasing confidence significantly. For shoppers who engaged with the tech,the conversion rate increased by 52%. Data also showed that the longer a consumer engaged with the tool, the higher their average order value became.

The rise of digital fashion

Digital Clothing

A few years ago, if you suggested to customers they could buy an outfit that didn’t actually exist, you would have been laughed out the door. What’s the point in owning something that doesn’t exist? However, since the rise in popularity of cryptocurrencies and the consumer switch from a physical to digital mindset, the idea of digital fashion has become more accepted and even anticipated. 

Many fashion brands have already bought into the concept of digital fashion by creating branded items Snapchat users and gamers can dress their avatars in—including Adidas, Levi’s, Gucci, Valentino and Burberry. 

Digital Clothing

In more recent years, the fashion industry has been plagued with the issue of sustainability. As fast fashion brands have been boycotted and attacked for encouraging a disposable mindset and inflicting 10% of the world’s carbon emissions, the demand for digital fashion couldn’t have come at a better time; digital fashion could be the sustainable answer to fast fashion. 

With supply chains in tatters thanks to COVID-19, and social media revealing the impoverished worker’s lifestyles and the sad truth behind many “ethical” brands, the appeal of digital fashion has grown. For as little as $35, consumers can have a unique digital garment photoshopped onto their selected photos, which they can then share on their social media profiles. 

Digital fashion has no supply chain, no factories and no delivery delays. All digital fashion requires is a digital designer, a photo editor and a computer. With these three components, the expanse of digital fashion is limitless. Digital fashion presents the opportunity to be highly reactive to fashion trends, without any of the negative impacts of real fast fashion. 

View this post on Instagram

A post shared by Safiya Nygaard (@safiyany)

Digital Fashion & Social Media

The popularity of digital fashion on social media is rising. Popular influencers have begun investing and posting their digital looks on social media and have been met with overwhelming positivity from their audiences.  

In addition, Farfetch has become one of the first large retailers to rest digital sampling by dressing influencers in digital clothing to promote the launch of its pre-order offering from brands such as Balenciaga, Off-White and Oscar de la Renta. 

Digital Fashion & Social Media

Using digital clothing gives brands the opportunity to work with influencers in a new and exciting way, without having to send any physical products. This opportunity saves fashion brands of all sizes money and resources, all while generating a buzz on social media. 

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USAUKUAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

Socially Powerful

Contact us

Posted in Industry Trends, Social Commerce, Social Trends

The Plus Size Influencers Taking the World by Storm

September 30th, 2021 by

When it comes to the fashion and influencer world, plus size influencers have had to pave their own way into the mainstream media. With their important messaging of body positivity and inclusivity, plus size influencers have brought attention to the idea of embracing natural beauty in all its various shapes and sizes. 

The body positivity movement was hurled into the limelight more when celebrities began celebrating themselves and pushing back on publications that were editing their bodies. This has led to a strong community of plus size Instagram influencers that are high in demand. 

But who are these plus size influencers? We’ve pulled together a list of the top plus size influencers you should follow. 

The Top Plus Size influencers 

Thamarr Guerrier

Thamarr Guerrier is the definition of feminine and chic. Based in Florida, this curvy Instagram influencer is inspired by Blake Lively and Mindy Kaling in terms of her personal style. She is the cohost of the podcast Creative Chase that discusses careers, the fashion industry and what modern day creativity really is.  


View this post on Instagram


A post shared by Thamarr (@musingsofacurvylady)

Thamarr is well-recognised for her opinions on fashion product recommendations for plus size women and invites her followers to shop her Instagram and Amazon storefront.

Chloe Elliot

Chloe, also known by her blog title Chloe in Curve, was named the “Fashion Influencer of the Year” in 2018 at the Blogosphere Awards. Chloe believes women of all sizes should be able to experiment with fashion and uses her blog to show the latest high-street fashion trends. 

Chloe Elliot

Chloe offers her audience fashion inspiration, but also covers important topics such as body shaming, anxiety and body confidence. 

Lauren Nicole Campbell

Lauren is one of the most popular content creators, writers and models in the fashion industry at the moment. In just her early 20s, Lauren has gained a large following of over 50K on Instagram and is the contributing curve editor of Cosmopolitan UK. She started her own blog, Fashion Killer, at just 15, which has now evolved into a go-to news website for the latest fashion and lifestyle trends and tips. 


View this post on Instagram


A post shared by Lauren-Nicole (@laurennicolefk)

Lauren has been very open with her audience about the reality of being a plus size influencer and model, including maintaining confidence and her ongoing battle with body dysmorphia. 

Callie Thorpe

Callie entered the plus size influencer world with a blog called From the Corners of the Curve, which she has since renamed after herself. Callie uses her blog and Instagram to share positivity and inspire others. She often shares her parrions for plus size fashion, makeup and food. 


View this post on Instagram


A post shared by Callie (@calliethorpe)

Callie is well-known for advocating for body positivity and female empowerment. She uses her channels to empower women by prioritizing body confidence. She is also the founder of The Confidence Corner which is a membership destination for plus size women and it is also a popular podcast. 

Louise Pentland

Louise is one of the YouTube “OGs” and became incredibly popular in the early 2010s for her friendly and relatable beauty and plus size fashion advice. Louise helped shape the influencer marketing industry and began her career as a curvy Instagram influencer with her blog Sprinkle of Glitter in 2009. 


View this post on Instagram


A post shared by Louise Pentland : Creator🌷 (@louisepentland)

Louise’s bubbly and infectiously positive personality lends itself well to promoting body positive and confidence. She has been open on her experience with pregnancy and parenting and how to maintain her beauty and fashion passion throughout this. 


Are there any plus size influencers?

Yes, there are many plus size influencers globally. Thanks to the body positivity movement, more and more plus size influencers are entering the limelight and working with brands. We are even seeing plus size models used on global Fashion Week catwalks. This has led to a strong community of plus size Instagram influencers that are high in demand.

How do you become a plus size influencer?

To become a plus size influencer, you need to share your personal experiences with your body and fashion. You can share outfit inspiration, your favourite plus size stores, your tips and tricks for adjusting plus size clothing or generally discuss your relationship with your body. 

Who’s the most popular plus-size model?

The most popular plus size model in the world is Ashley Graham. Ashley began her modelling career at the age of 12 and is praised as the world’s best plus size model. She is open with her body struggles and encourages others to strive for body confidence and positivity.

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USAUKUAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

Socially Powerful

Contact us

Posted in Influencer News, Social Trends

Influencers as Creative Directors: Future or Farce?

September 30th, 2021 by

Influencers have well and truly infiltrated the creative processes of modern brands. Considering their ability to build, maintain and engage a loyal following on social media platforms, it makes sense that some brands have considered using influencers to grow their own online presence and taken inspiration from influencers in regards to content style and posting. However, a new trend we are seeing with influencers is taking their creativity to the next level. Influencers are no longer simply partnering with brands, but are now accepting high-level and coveted roles within brands, such as the Creative Director. 

It’s almost futile to argue that influencer marketing doesn’t have any impact anymore, but inviting influencers into high-level positions has seemingly split opinions down the middle. 

So, who’s hiring influencers in their highest positions and what has been the impact?

Molly Mae and Pretty Little Thing

22-year-old influencer Molly Mae was recently announced as the new Creative Director of UK-based Pretty Little Thing (PLT). This announcement was met with an outstanding amount of coverage across news outlets and organic social media conversations, for both PLT and Molly Mae.


View this post on Instagram


A post shared by FASHION • BEAUTY • LIFESTYLE (@prettylittlething)

Molly Mae already had a well-established relationship with PLT from previous collaborations, so a more permanent collaboration seemed like a natural progression for the relationship. Since the announcement, Molly Mae has confirmed that the role won’t be the traditional 9-to-5 Creative Director role we are used to seeing. In an Instagram Q&A Molly Mae stated that her position as the Creative Director would be a “24/7 role,” where she would be “sharing ideas, coming up with incredible new concepts, having input on shoots, events, you name it…” 

PLT itself has reinforced its decision saying: “Molly is the PLT customer. She is a great fit to join our team to work on our 2022 strategy, and we’re excited to have her input in terms of creative campaigns, signing new brand ambassadors and working on her own collections over the next 12 months.”

While Molly and PLT seem excited to get started on their next chapter, the decision was still met with a large amount of controversy online. The news sparked many conversations about whether Molly was actually qualified for the role—at just 22 will Molly be able to handle the pressure?

While we won’t know the answer to that question for a while, the decision to appoint Molly as the Creative Director seems logical—even if just to act as a PR stunt. Molly’s previous collaboration ranges with PLT have performed exceptionally well, showing that Molly knows what the PLT audience wants. Or is it that the PLT audience wants what Molly Mae has? 

Either way, Molly Mae has already had some major impact on the fast fashion industry and popular fast fashion trends. From the famous Molly Mae Bun to her statement neutral suits, Molly Mae is a fast-fashion trend setter.

Kendall Jenner and FWRD

Luxury e-commerce site FWRD announced Kendall Jenner as its Creative Director. Part of the REVOLVE Group, FWRD claimed that Kendall was the perfect candidate for the role due her position as “the epitome of luxury fashion” and her “style, creativity and overall exquisite taste.” Kendall’s role and duties include leading “The look and feel of the site, curations of brands sold on the site, monthly edits of must-have trends, styles, and looks, as well as marketing ideas, brand partnerships, and brand activations.


View this post on Instagram


A post shared by FWRD (@fwrd)

Just as with the Molly Mae and PLT announcement, Kendall’s new role received a large amount of organic conversations online. However, this time there was more bad than good. 

Many were frustrated with the choice, saying a role of this level should have been given to someone who worked within creative fashion and had earned the position with previous experience. Although FWRD claims that Kendall is the “epitome of luxury fashion,” many netizens believe there are many more “brilliant people in this business” that are more deserving of the role.

Kendall’s missing influence on luxury fashion - Influencers as Creative Directors

Other netizens also mentioned Kendall’s missing influence on luxury fashion. Although she is a runway model, Kendall herself doesn’t have much influence over fashion trends. As a result of her prolific lifestyle, Kendall also has a stylist to pick her own clothes, so any influence she does have doesn’t actually come from her own creativity. Furthermore, Kendall has been repeatedly criticized for poor choices in advertising (we all remember that Pepsi ad…) and for culturally appropriative fashion choices. 

While crowning celebrities and influencers as creative directors, it does reinforce the power influencers have. However, it also begs the question: is it not enough to be a celebrity ambassador?

Emma Chamberlain and Bad Habit

The internet’s sweetheart Emma Chamberlain was announced as the Creative Director and Global Brand Ambassador for skincare brand Bad Habit at the end of 2020. Emma’s role as Creative Director will involve her overseeing product development and the creative process. 


View this post on Instagram


A post shared by Bad Habit (@badhabitbeauty)

Emma joined Bad Habit for their launch at the end of 2020. Speaking on the brand, Emma said “Bad Habit is me in a skin-care brand — it’s honest, unapologetic and realistic about the fact that life is far from perfect,” and that she was drawn to the brand for its honest, real and positive stance on skincare. 

Throughout 2020, Emma’s content began to focus more heavily on skincare and lifestyle, likely as a result of the pandemic at-home skincare trend. Emma has always been open and honest on her YouTube channel and Instagram about her struggles with acne growing up and her stint on acne medication. The natural progression into skincare tips was welcomed by her audience following this honesty and openness on her own bad skincare habits. 


View this post on Instagram


A post shared by Bad Habit (@badhabitbeauty)

Emma’s venture into business wasn’t scrutinised by netizens as a result of the natural progression into skincare and the fact Emma has already created her own successful business Chamberlain Coffee and podcast, meaning she already has experience growing new businesses from scratch. This is also likely why her position wasn’t criticised—there were no pre-existing fans of Bad Habit before Emma joined. This means all the brand’s success has come from Emma’s own effort and strategy (and probably her own audience). Since launching with Emma’s assistance, Bad Habit has gained over 133K followers on Instagram.

Influencers as Creative Directors: Good or bad?

There isn’t really a definitive answer as to whether influencers should be appointed the coveted title of Creative Director or not; it entirely depends on the brand and the influencer. From previous reactions online, it seems to be that brands with an already established audience will likely receive criticism online for appointing an influencer as a coveted role. 

While influencers should be given credit for their ability to draw in and maintain a large and loyal audience, this doesn’t necessarily mean they are the best choice for leading a company’s creative visions. Netizens are just to question the credibility and expertise of influencers when they are given positions like creative director. Being a creative director involves more than just posting artsy and aesthetically pleasing images and videos online at the right time. It’s a demanding role that requires past experience in trend spotting, consumer behaviour, sales, social media and marketing. 

Launching a brand with an influencer as a creative director seems to have the same impact as launching a brand with an influencer as a global ambassador. Consumers are yet to form their own opinions on the brand and haven’t seen the brand perform without an influencer leading them. Launching a brand with an influencer at the creative helm may give the brand a speedier growth rate as the influencer can bring across their own audience. But this still begs the question: why not just make influencers brand ambassadors? This will give brands the same impact and growth opportunities while being directed by an industry professional who has the required experience. 

It is likely that we will be seeing more and more influencers be appointed highly coveted positions within brands. It’s also likely that we will be seeing more and more criticism from netizens over these decisions. 

So, to answer the question of whether having influencers as creative directors is good or bad… It seems to be good and bad. 

Each of the brands mentioned above experienced a huge amount of organic conversations online but the mentions were mixed. While some see the move as innovative, others see it as a robbery—people that have worked hard for those positions have had their chances taken from them. 

One thing is for sure: we’ll be keeping a keen eye on how these positions play out…

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USAUKUAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

Socially Powerful

Contact us

Posted in Industry Trends, Influencer News, Social Trends

The Demand for AR in Retail

September 16th, 2021 by

Augmented Reality (AR) in retail isn’t anything new, but it is still exciting. As a result of interactive AR games (think the 2016 Pokémon Go frenzy), consumers have become used to using AR technology in everyday life through their own personal technology. For retailers, this creates a brand new audience of consumers that are ready to be marketed to through the use of AR tech. 

Currently, retail brands aren’t consistently taking advantage of the novelty of AR marketing. Brands within the fashion and cosmetics industries—and the homeware industry—are leading the way by using AR as their audiences habitually use their mobile devices to discover and purchase products. However, many other industries are only using AR as a brand-awareness and discovery tool and not as part of the purchasing funnel. 

Although there is a slower uptake for AR shopping, it has received some major investment from big players. Snapchat recently acquired AR asset creation company Vertebrae in order to solidify its position as the marketing leader in mobile commerce. Vertebrae specialises in 3D digital assets of real life items, helping Snapchat and retail brands erase the barrier to entry for creating AR storefronts. 

Google has also begun investing into AR try-on technologies by working alongside Modiface and Perfect Corp. Working with these has allowed Google to implement AR into its own ecosystem to retain control, but also allows advertising partners to reach the new pro-AR consumers. 

L’Oréal has been leading the AR demand since it acquired Modiface in 2018. During lockdown, L’Oréal took advantage of the advanced move to digital and launched “the first digital makeup line” including filters that applied virtual makeup during calls. They were launched under the Signature Faces brand across Snapchat, Instagram and Google Duo.

Apple and IKEA have also begun using AR to assist the sales funnel by making AR product catalogues that allow users to see what their products look like in their own homes. AR is helping create new products and allowing for effective selling of existing products. As technology continues to evolve, the retail landscape will likely see more AR opportunities. 

As consumers begin to re-enter the new normal and stores are reopening, brands are given the opportunity to blend the demand for AR that developed in lockdown with the demand for being out in society. Brands can give consumers the opportunity to visualise a product on themselves or in their personal spaces before visiting a physical store. Not only does this alleviate the AR demand but heavily assists impulse purchases and keeps audiences engaged for much longer than a static image or video. 

Brands using AR in retail


L’Oréal created an AR TikTok filter that allowed users to change their hair colour to one available in the L’Oréal Colorista range. Users were encouraged to share their augmented-reality hair transformation using the hashtag #GoBoldColorista. At the time of writing, the hashtag has over 3.1 billion views. 

@lenkalul##GoBoldColorista ##AD trying this cool @lorealparis hair filter! 💗🌸 ##hair♬ #GoBoldColorista – L’Oreal Paris

The AR filter and campaign not only raised brand awareness significantly, but also entertained users and creators by showcasing product results digitally. 


Maybelline Germany used an AR filter to support a TikTok hashtag campaign. The #LiftMyMood campaign saw creators use an AR filter that alternated between 3 Lifter lipgloss shades when they pouted at the camera. Pairing a fun sound with an interactive filter generated over 3.1 billion views to the hashtag.

@maybelline_deWerde auch du Teil der ##LiftMyMood Challenge und zeig uns dein Mood-Uplift!♬ Lifter Gloss gonna Lift My Mood – MAYBELLINE NEW YORK


IKEA Place is an AR app that allows users with Apple iOS 11 products to test IKEA products in real time. Using Apple iOS 11’s ARKit technology, the app scales products based on room dimensions with 98% accuracy. Users can browse through over 2,000 IKEA products on the app, decide where they want the product to place in the room and visualise the purchase in AR. The app allows users to save their favourite products and share their selections on social media and facilitates purchases through the IKEA website. 

IKEA - Socially Powerful

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USAUKUAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

Socially Powerful

Contact us

Posted in Industry Trends, Social Trends

What Are Social Networks Doing to Combat Trolls?

August 26th, 2021 by

The internet is home to many wonderful things: instant messaging, on-demand streaming, online communities and endless cat videos. The internet brought us social media and a new method of instant communication where users can connect with friends, family and others with similar interests in seconds. 

However, some internet users have used social media to communicate negatively by cyberbullying. Introducing: the internet troll. 

Internet trolls are anonymous internet users that deliberately provoke others online by being offensive and bullying other users. They are experts in making other users angry, frustrated and upset. The potential anonymity of social networking sites permits trolls to relentlessly bully others without facing any consequences in real life. 

Internet trolls are everywhere and they have no shame. Trolls will happily create multiple accounts to ensure their unwarranted opinions are heard multiple times. In recent months, many celebrities and football stars have been victims of foul online racism. Most noticeably on Instagram, the platform was unable to prevent these hateful comments and was called out by victims and allies for not doing enough to protect its users. 

Recently drafted was the Online Safety Bill which imposes a duty of care on social media companies. The bill gives Ofcom the power to block access to sites and fine companies that do not protect users from harmful content. While the bill was created to protect users, many have been vocal about the implication on free speech, specifically around comments that may be legal but harmful. However, a hateful comment is still harmful even if it is legal; free speech doesn’t mean hate speech.

So what are social media platforms doing to protect users from these bullies?

What Twitter is doing to protect its users

“Leave This Conversation” button

Twitter’s latest interaction management development is a new “Leave This Conversation” option which allows users to avoid negative discussions. Although currently in the proposal stage, the feature would allow users to untag themselves from a discussion and prevent themselves from being mentioned again within the same discussion. Users would not be given any further notifications about that specific thread. 

Twitter is the home of cancel culture, so the platform is giving its users power to avoid Twitter pile-ons based on a Tweet and to mute discussions causing them distress.

Unmention yourself

Twitter is experimenting with an “Unmention yourself” option. Users will be given an “Unmention yourself from this conversion” option in a tweet’s drop-down menu. Clicking this option will unlink your Twitter handle from the chat and original tweet; the text would remain, but users will not be able to visit your account through the tweet.

Twitter is experimenting with an “Unmention yourself” option

A similar option is already available for images on Twitter, where users can “Remove tag from photo” but unmentioning yourself gives users the chance to distance themselves from direct association within specific Twitter discussions. 

Furthermore, within the unmention yourself options, users can: 

  1. Prevent those that don’t follow them from mentioning them in tweets
  2. Proactively control and customise who can mention them for a dedicated amount of time
  3. Control mass mentions by pausing mentions for a certain amount of time.

Muting words, hashtags and accounts

Twitter gives users the ability to mute words, phrases, hashtags and accounts on the platform. Muting removes these tweets from notifications, push notifications, SMS, email notifications, timelines and tweet replies. 

Found within “Privacy and safety” users can view and edit their “Muted” words and accounts. In addition, under the “Notifications” tab, users can mute by advanced filter that includes those:

  1. You don’t follow 
  2. Who don’t follow you
  3. With a new account
  4. Who have a default profile picture
  5. Who haven’t confirmed their email
  6. Who haven’t confirmed their phone number

Offensive alerts

Twitter has recently rolled out an updated version of its potentially offensive prompts which utilises an improved detection algorithm. When tweeting or replying something potentially harmful, users will be presented with a pop-up that urges them to review the tweet before publishing. 

Offensive alerts from twitter

The pop up informs the users of the offensive words used and allows the users to tweet, edit or delete the tweet. The updated algorithm monitors the relationship between author and replier and includes a better detection of strong language. It also offers users the chance to offer direct feedback in case the platform got something wrong. 

What Instagram is doing to protect its users

Comment ‘Limits’

Instagram is a popular social media platform for internet trolls. Often being found in comment sections, Instagram has introduced an option for users to combat on-platform abuse. Limits is found within the Privacy settings and enables users to limit unwanted comments and messages from selected groups. 

Comments limit by instagram

Instagram suggests groups of accounts you may want to limit based on detected activity. Users can then hide interactions from these users unless they manually select to see them. You can limit interactions from accounts that don’t follow your or new followers, which can help reduce the impact from trolls or users jumping on the “cancel culture” train. 

Hidden words

Instagram’s hidden words feature directly combats hate speech on the platform. The new feature allows users to filter offensive words, phrases and emojis in comments and direct message requests. Users are given different options to filter hate speech. 

Automatically turned on is “hide comments” which prevents generic offensive content being shown on your profile to you and your followers. Users can opt to switch on “Hide more comments” and “Hide Message Requests” which moves potentially hateful messages to the hidden requests folder. 

Users are also able to create a custom word list. They can add specific words, phrases and emojis to these lists and request that they are hidden from comments or messages. The personalisation of hidden words means users are able to protect themselves from harmful messages that don’t break Instagram’s speech rules.

Content warning

Instagram introduced a comment warning feature a couple of years ago. The feature presents users with a warning before posting a potentially hateful and harmful comment in the hopes of appealing to the trolls’ humanity and preventing the comment ever being posted. 

Instagram introduced a comment warning feature

If this warning fails, Instagram has a feature that automatically hides comments similar to previously reported content. Rather than removing the comments completely, they are moved into a folder that is accessible by clicking “View Hidden Comments”. Users can reinstate comments if needed, but the platform wanted to be transparent about the types of comments it hides. 

Account privatisation

In a bid to protect underage users and children on the platform, Instagram makes under 16s’ accounts private by default. This means only approved followers can see posts, like and comment. Under 16s with pre-existing accounts will be sent a notification highlighting the benefits of switching to a private account. 

What Facebook is doing to protect its users

Hide posts and accounts

Facebook users can request to hide content from specific accounts, groups and general posts. Hiding posts stops all posts from that person or about a certain topic from appearing on a user’s timeline. The content will be hidden until the user decides to unhide the content.

Strike system

Facebook has a strike system that monitors the number of violations an account holds for posting content that goes against the Facebook Community Standards. Depending on which policy the content goes against, previous violation history and the number of strikes an account has, accounts can be restricted or disabled to prevent further posting. 

Strike system from facebook

Posts that go against Community Standards will be removed by Facebook. The user who posted the content will be informed of the removal and given the reason why it was removed. Strikes depend on the severity of the content and the context it was posted under. However, all strikes expire after one year. 

Warning screens

In order to create a safer online environment, Facebook includes a warning screen over potentially sensitive content. This includes violent or graphic imagery, posts that contain descriptions of bullying or harassment if shared to raise awareness and posts related to suicide. 

Facebook also issues a warning screen if a post shares false or misleading information.


Facebook has a strategy to remove, reduce and inform on misinformation on the platform. The platform does remove misinformation but in limited cases. These include when:

  1. Misinformation has the potential to cause imminent physical harm
  2. Misinformation has the potential to interfere with or suppress voting
  3. Videos are manipulated to mislead the average person to believe a video said words they did not say

What TikTok is doing to protect its users

Filtered comments

TikTok has given creators the chance to “Filter All Comments”, where they can decide which comments will appear on their videos. When enabled, comments cannot be seen in the comment section unless the creator has approved them with the new comment management tool.

The filtered comments feature builds on the existing controls that allow creators to filter spam and offensive comments and specific keywords. 

For users aged between 13 and 15, the comments section is limited to “Friends” or “No one”. 

TikTok also offers a pop-up that urges users to consider before they comment when containing words that may be inappropriate or unkind. The prompt also contains a reminder about TikTok’s Community Guidelines and allows them to edit their comments before sharing. 

Limited Stitch and Duets

TikTok has limited the Stitch and Duets feature for younger TikTok users. For those aged between 13 and 15, the Stitch and Duet feature is completely removed, which limits who the younger users can interact with on the platform. 

For those aged between 16 and 17, the default Duet and Stitch setting is set to “Friends”.

Disable downloads

Users aged between 13 and 15 are unable to make their videos downloadable. For those aged between 16 and 17, the default for downloads will be set to Off, but they can enable this if they choose to. A pop up box will reconfirm their choice to make their videos downloadable, and remind users their videos could be shared to other platforms.

Disable download by tiktok

What YouTube is doing to protect its users

Comment alerts

YouTube has a feature that encourages users to reconsider hateful and offensive remarks before posting. The feature appears as someone is about to post an offensive comment and warns the users to “Keep comments respectful”. The popup then urges users to edit their comment. 

coments alret from youtube

Filtered comments

YouTube is testing giving creators the chance to hide offensive and hurtful comments that have been held for review. 

YouTube Studio users can choose to auto-moderate inappropriate comments that they can manually review and choose to review, hide or report. 

The video platform is currently developing an AI-powered system that should be able to detect offensive content based on content that is repeatedly flagged by users. 

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USAUKUAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

Socially Powerful

Contact us

Posted in Social Media Platforms, Social Trends

Battle of the Revenue Splits: Twitch vs YouTube vs Facebook Gaming

August 24th, 2021 by

Over the past year and a half, watching personable streamers host live streams has become a go-to passtime for many consumers. With a 99% year-on-year growth, live streaming as a form of entertainment is thriving. Not only has it given consumers the human connection they were missing throughout lockdown restrictions, it gave brands an authentic opportunity to target new audiences. 

Live streamed content has always been popular within the gaming industry, but it also saw an increase in viewership. In 2020, over 17 billion hours of live streamed content was consumed on Twitch alone. In Q1 of 2021, over 1.1 billion hours of content was streamed on Facebook Gaming. 

The increase in popularity of live streamed content has resulted in a rise of streamers. However, the rise in popularity and streamers has led to competition between live streaming platforms. 

Recently, Twitch lowered its UK subscription cost from £4.99 to £3.99. Twitch explained that their regional price chances were made to increase affordability for Twitch viewers worldwide and to boost subscribers for streamers. For the first 3 months of the price chance, streamers would receive 100% of the subscription revenue. 

While Twitch has confirmed that the regional pricing has increased subscriber numbers, many streamers are calling for Twitch to lower the percentage of profit it takes from subscriptions. Numerous Twitch streamers have called for the platform to stop taking half of its subscription revenue. While some streamers are able to negotiate a smaller split, the majority of streamers will only retail half of the subscription fee. 

Twitch streamer Sorrey kicked off the conversation in early August and many other streamers were quick to join in.

Other users claimed that up to 90% of Twitch streamers “don’t even make enough to get paid out every month” and that asking for a 70/30 or 60/40 split in subscriber fee was more than reasonable. 

However, not all streamers were in agreement. Some came to the Amazon-owned platform’s defence by pointing out how expensive it is to keep Twitch servers up and running and  employee costs and marketing that benefit streamers. In addition, the advantage of being on Twitch itself is enough to present streamers with major brand opportunities and sponsorships. 

Users were also keen to point out that Twitch’s 50% would also pay for the small streamers that didn’t provide any money to Twitch, but were using Twitch’s resources.

The competition from YouTube and Facebook Gaming

While Twitch may have promised streamers 100% of subscriber profits for three months post change, many streamers have begun considering other platforms to house their livestreams. 

YouTube takes 30% of revenue from fan’s payments to their favourite creators, leaving the majority to streamers and content creators. While still taking a percentage of profit, YouTube offers creators a variety of monetised features they can earn money from, rather than just subscriptions. A newly introduced feature called “Super Thanks” allows fans to ‘tip’ creators for specific videos they have created. While YouTube still takes a 30% cut, it is an additional revenue stream for creators. 

Facebook Gaming recently announced a huge change that will incentivise streamers to switch to or continue growing on the platform. Facebook will keep its subscriptions, badges, events and independent news products free for creators until 2023. Facebook also announced that when it does start introducing a revenue share, it will be taking less than the 30% other platforms take.

Considering that streamers will be able to keep all their profits for the next year-and-a-half, it will be interesting to see how many streamers make the switch from Twitch to Facebook Gaming. The real impact remains to be seen, but given the recent conversations from Twitch streamers about their earnings, it is quite likely we will see some platform transitions.

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

@ Socially Powerful

Contact us

Posted in Social Media Platforms, Social Trends

Debunking “The Messi Effect”

August 17th, 2021 by

Lionel Messi joined Barcelona FC in 2000 at age 13. In his time at Barcelona, he has won 10 La Liga titles and four Champions Leagues. After 21 years with the club, it was announced on 5th August that he was not able to sign a new contract due to La Liga regulations and Barcelona FC’s insecure financial situation. 

Since this news was released, rumours about possible transfers started surfacing across social media, but the general consensus was that Messi was to move to Paris Saint-Germain. On 8th August, Messi held a press conference at the Camp Nou to formally bid farewell to Barcelona. Within the conference, Messi claimed the possibility of a transfer to PSG or other clubs had not yet been finalised.  

On 10th August, PSG officially announced the signing of Messi on a two-year contract.

As a result of this announcement, social media went crazy. There have been multiple posts floating around the internet detailing “The Messi Effect”, showing how Messi’s transfer resulted in PSG’s follower count doubling and earning 20 million new followers. But how much of this is true?

Debunking The Messi Effect

Firstly, we need to see how many followers PSG had before the news about Messi leaving Barcelona surfaced. According to Social Blade and Klear, PSG already had over 37,653,000 followers on 4th August—the day before it was revealed Messi would leave Barcelona. This is already very different from the claimed 19 million followers in some viral social media posts. 

From 5th August, there began to be a steady increase in new daily followers, with over 117,000 new followers on the 5th and 335,000 on the 6th. The number of new followers increases more between the 7th and 8th of August with over 592,000 combined. Following Messi’s conference on the 8th and PSG-contract speculation, there were 1,619,000 new followers on 9th August. 

On 10th August, PSG announced Messi’s two-year contract; this is where there is a sharp spike in new followers for PSG’s Instagram account. New daily followers jumped from 1.6 million on the 9th to over 2,803,000 on announcement day. From then, the new follower count only continued to rise. 

On 11th August there were over 401,000 new followers; on 12th August 1,301,000 new followers; on the 13th, 332,000 new followers; and on the 15th, there were over 463,000 new followers. This means PSG now has over 47,536,000 followers on Instagram. 

Graph depicting PSG’s follower growth by Klear

Graph depicting PSG’s follower growth by Klear

Some quick maths can deduce that Messi’s signing resulted in just under 10 million new followers for the French football club. This is even more impressive when the club’s total new follower count was 10.4M between 17th July and 16th August. So, while that might not be the claimed doubling or 20 million new followers, it’s still a hefty increase in followers thanks to Messi himself. 

It’s also not surprising that Messi’s follower count has also increased dramatically since the announcement of his move. Since 4th August, Messi has gained over 9,730,000 new followers on his own account—that’s an average of 748,400 new followers every day. He’s now the 7th most followed person on Instagram.

Messi vs Ronaldo: Who had the biggest impact on social media?

Messi’s move to PSG is the most discussed football transfer since Cristiano Ronaldo moved to Juventus from Real Madrid in 2018.

Ronaldo’s €100M move to Juventus also caused a huge stir on social media as a result of Ronaldo’s loyal fanbase. Juventus reaped the rewards of new followers, while Real Madrid suffered the losses. 

Juventus gained followers in the rumour mill before Ronaldo’s official move, and even more following the announcement. On the club’s main and English Twitter pages, there were more than 400,000 new followers. The Juventus Facebook account also saw an increase of 400,000 new fans, and the Juventus Instagram saw over 1.4 million new followers. 

What’s more interesting is that Real Madrid’s Twitter account reportedly lost 1 million followers as a result of the move. However, in the big picture, this doesn’t even qualify as a dent in Real Madrid’s mega following. 

When comparing the impact of the two transfers, the first thing to note is that Barcelona’s follower count has continued to increase—while the club will have surely lost some followers, the total wasn’t enough to tip the scales into the negatives. 

However, while Ronaldo’s 1.4 million fans followed Juventus as a result of his move, Messi’s fans also followed him to PSG… all 9-something-million of them. That’s a fair few more than 1.4 million. 

The Messi Effect: Fact or False?

Messi’s move to PSG has had a huge influence over social media users and follower counts. With just under 10 million new followers on each PSG’s and Messi’s own Instagram accounts, the Messi Effect has well and truly made its mark on social media. 

It may not be the follower-doubling or 20 million PSG followers floating around clickbait social media posts, but it is safe to say that hiring Messi is a guaranteed method of building your social media following. 

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USAUKUAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

Socially Powerful

Contact us

Posted in Industry Trends, Influencer News, Social Trends

Into the Metaverse: The Upcoming Virtual World

August 11th, 2021 by

Tech and crypto jargon appears out of nowhere and suddenly becomes an integral part of everyone’s personal vocabulary. Often, these concepts are discussed fervently before they’re fully coherent. 

As jargon begins to stick, people talk about loosely related things that merge into a single comprehensible thing. This happened with “the internet” and is about to happen with “the Metaverse.” 

But what is the metaverse?

Introducing the Metaverse

The term “Metaverse” was first used in the cyberpunk novel Snow Crash by Neil Stephenson in 1992. In the novel, the Metaverse is a 3D virtual world that’s shared between individuals. It’s a universe of shared experiences and users could teleport between virtual spaces. 

Over the past decade, the gaming and tech industries have breathed new life into the Metaverse concept with multiplayer games such as Fortnite, Roblox, Decentraland and Minecraft. These games create digital worlds that combine the Metaverse inspired by Stephenson, and the real world that has become digitised as a result of the pandemic. 

Essentially, the Metaverse is a successor to the modern internet, with the same content but fewer limitations. Existing online platforms allow users to move freely between specific services within their own platform, but users are restricted between platforms. The Metaverse will allow users to seamlessly generate their own content and distribute it wherever they want in the digital world. 

The Metaverse means users will experience changes in real-time. If a user makes a change, it will be immediately visible to all other users. This also means users won’t have to have separate social media accounts—they can have one, ultimate digital presence. This gives continuity of identity, which is a core factor in how users consume content in the Metaverse.

NFTs, Virtual Assets and the Metaverse 

A popular entry point to the Metaverse for consumers and brands is through making and buying NFTs. Non-fungible tokens are units of information stored on a blockchain about a good or service that isn’t interchangeable. NFTs allow individuals to own digital assets and art pieces. 

NFTs are the building blocks of the Metaverse. Within the Metaverse, every conceivable asset could be bought, sold or traded as an NFT. NFTs within the Metaverse means that there will be no constraints of real-world limitations such as resource supply limits, supply chain risks or physics. Anything and everything could be made and sold. 

NFTs, Virtual Assets and the Metaverse - Upcoming Virtual World

Throughout the pandemic, users have adopted a predominantly digital and online lives. With online multiplayer games in which players can socialise and watch concerts, the gaming industry has benefited hugely from the online shift.

Within these games, developers make money by providing extra in-game assets users can purchase. The popularity of these in-game purchases has resulted in illegitimate secondary markets for these virtual assets. 

But it’s not just the gaming industry getting involved within the Metaverse.

Coke’s classic 1956 vending machine - Upcoming Virtual World

Coca-Cola has created its first series of NFTs alongside Tafi to support the Special Olympics International. The company’s digital asset debut was a pixelated version of Coke’s classic 1956 vending machine. The “Friendship Box” was inspired by a gaming loot box, and instead of cans, included a metallic red bubble jacket wearable. Also included were digital versions of Coke’s 1940s trading cards and a sound visualiser that featured a Coke bottle opening and a drink being poured over ice. 

Coca Cola - Upcoming Virtual World

Auctioned over 72 hours, the loot box sold for $575,883.61. 

Coca-Cola is no stranger to offering collectable items and has generated collectability over three centuries. The development of NFTs creates a collectable item that is timeless.

Social Media and the Metaverse

At the end of June, Mark Zuckerberg announced that Facebook would start transitioning into a Metaverse company. The social network will focus on products for communities, creators, commerce and virtual reality that will assist in realising this vision. 

What does this mean for the company and its users?

Facebook CEO Mark Zuckerberg - Upcoming Virtual World

Currently, Facebook users experience the platform through a smartphone. With Metaverse developments, users will experience the platform superimposed over the real world through AR glasses. Facebook is experimenting with how it can create a map of the real world so the digital social layer can be added over the top, with particular digital items anchored to physical places. 

The platform is also planning to take this one step further by superimposing the social details of a person over their heads, including their name, city, relationship status, interests and message history. Virtual meetings between avatars can happen in real-life places thanks to glasses that can detect where a user’s eyes are moving. 

Zuckerberg said the Metaverse will bring huge opportunities to creators and artists, those who want to work from home and away from cities, and those who want to live in places where education or recreation are limited. A Metaverse would provide them with a teleportation device. This means people can be in one place, and everywhere at once.

Decentraland: The World Built on Blockchain

Amid a crypto boom, the price of the cryptocurrency MANA climbed the charts in Coinbase. MANA is the currency of the virtual world Decentraland, where plots of digital land are sold for the equivalent of hundreds and thousands of dollars.

Decentraland: The World Built on Blockchain - Upcoming Virtual World

Decentraland is made up of user-generated NFTs. The creators described Decentraland as an infrastructure upon which to build. Decentraland users create scenes and experiences for users to enjoy; there are even two casinos where virtual avatars are paid to work.

Decentraland is an experiment in digital property

Decentraland is an experiment in digital property. Businesses have begun purchasing plots within Decentraland. Sotheby’s constructed replicas of its London galleries and hosted its first show within the Metaverse. The digital gallery has over 3,000 visitors. Sotherby’s has said the exercise was good for helping customers conceptualise NFTs that the auction house is already selling. 

The future of the Metaverse

It’s not new news that the world is shifting to favour digital experiences. Many brands, in all sorts of industries, have begun dipping their toes into the Metaverse through creating NFTs, purchasing digital land or hosting in-game concerts.

The future of the Metaverse - Fortnite

As social media platforms enter the Metaverse, it will become essential for brands to join the virtual world. As opportunities within an omniverse grow, the virtual economy will be just as important as the physical economy. 

Brands need to find a way to transition their activities into the virtual world in preparation for the inevitable cross-platform Metaverse. Many brands operate with a digital-first mindset as it is, with many creating a digital presence before an actual product. Brands that understand online culture, digital art and the importance of gaming experience will thrive in the Metaverse.

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

@ Socially Powerful

Contact us

Posted in Industry Trends, Social Media Platforms, Social Trends

What’s New in the Gaming World?

August 11th, 2021 by

Over the past decade, the gaming industry has evolved. Thanks to growing popularity for gaming platforms such as Twitch, YouTube and Facebook Gaming, the gaming industry has grown into a $180 million industry. 

While the professional gaming and esports industry has grown, so has the number of casual gamers and watchers. In 2020, over 100 billion hours of gaming content was consumed on YouTube alone—that’s double the number of hours watched in 2018. 

The gaming community is highly connected on social media and within video games themselves. Many gamers use video game platforms as social media websites. Gamers can communicate, strategise and form relationships with others. Twitch has over 15 million daily users and Discord has over 140 million monthly users. Both platforms allow gamers to communicate and connect with other gamers, game developers and gaming brands. 

The growth of the gaming industry shows no sign of slowing down. As American colleges begin offering esport scholarships, tech developments bring forth the Metaverse and AR gaming, and streaming platforms begin offering their own games, the gaming industry will only continue to expand into new audiences. 

So, what’s happening in the gaming world right now?

The new “gamer”

The new Gamer - Socially Powerful

It’s no secret that the gaming industry is taking over the entertainment industry. It has already secured the number one spot for the largest entertainment sector, and this is largely due to its evolving audience.

Over a decade ago, many would describe a “gamer” as someone who owned special gaming hardware and lived and breathed a certain type of game genre. While this is still a gamer today, the general term has become significantly more inclusive. Nowadays, a gamer can play anything, from Fortnite to Candy Crush or they may not play at all, and just consume gaming content.  

There has been an increasing number of gaming fanatics that join in with the culture without ever switching on a gaming console. Reasons gamers have for watching instead of playing include a lack of time and finances to purchase/play games or to watch master gamers. It takes time in order to be a master at a specific game, but new gaming audiences can turn on a livestream and watch a streamer master a game. The interactivity of the livestreams often allows viewers to feel like they are playing the game themselves.

Gaming on Social Media

New Twitter insights

The gaming community has always been a strong presence on social media networks and Twitter is no exception. The gaming audience on Twitter is massive. In 2020, there were more than 2 billion tweets about gaming and 91 million unique gaming authors. Not only does this show the popularity of the genre on the platform, but shows the broad number of opportunities for brands, influencer marketing and paid advertising. 

The gaming conversion is thriving across all gaming sub-topics. With 70 new gaming tweets per second, discussions on gaming influencers have risen 184% since 2020, PC gaming tweets have risen by 132%, gaming consoles by 50% and esports by 38%. 

The Twitter gaming audience is global and predominantly driven by Gen Z. Interesting to note, the number of gaming Tweets written by women has increased by 31% since 2020. Conversations on gaming continue to grow as the Twitter gaming audience continues to be highly engaged and active. Besides gaming, gamers on Twitter also discuss food and drink, fashion and TV regularly—something for non-endemic brands to consider if they’re thinking of targeting the gaming audience.

New twitter insight - Socially Powerful

Game News

Splitgate taken offline

Splitgate taken offline - Socially Powerful

Splitgate is a free first-person shooter game that features player-controlled Portals. Described as “Halo meets Portal,” the beta version is available on PlayStation, Xbox and PC.  

The game has been available for a couple of years but has continually struggled to maintain a player base. However, recently player count exploded so much the game was forced to go offline. Developers 1047 Games explained the server threshold could maintain 65,536 players, but this threshold was overthrown by players. The developers decided to take the game offline to prevent players from having a bad experience. In compensation, they also rewarded players with five in-game drop ins. 

Although having server issues is never a good thing, having too many players for a game from a small four person development studio shows how popular it is getting—something likely welcomed after years of struggling to maintain a player base.

Fortnite’s Rift Tour

Fortnite’s Rift Tour

From August 6th to 8th, Fortnite hosted the Rift Tour. With five showtimes available to global audiences, the show was headlined by a virtual Ariana Grande. 

Players were dropped onto a massive rainbow slide and could pick up powers that made them go faster as the concert was kicked off by Marshmello. Following bouncing in a stuffed bear and shooting down a giant crystal monster, players were crowded together to watch Ariana Grande kick off her part of the event. 

While a virtual Ariana Grande performed, players could run around a Greek-inspired temple with a godlike Ariana floating above them surrounded by bubbles, unicorns and rainbows. 

While the event was centred around Ariana’s persona, the event fit into Fortnite’s Metaverse as she performed to a giant banana, Rick from Rick and Morty and Batman. Players could buy an Ariana Grande outfit and cosmetics from the Fortnite in-game store.

Fortnite’s Rift Tour 2

Gaming Sponsorship News

McDonald’s US sponsors FaZe Clan

Mcdonalds Sopnsor Faze Clan

Fast-food restaurant McDonald’s has announced a new major partnership deal with Faze Clan. In an aim to highlight diversity within the gaming industry, the two companies will create a series of content. 

Claimed by the FaZe Clan as one of the largest fast food sponsorships, the partnership was announced in a video with the biggest FaZe stars having fun in a McDonald’s restaurant. This sponsorship is one of US McDonald’s first steps into the gaming and esports space. 

Content created will include a range of stories from the growth of FaZe Clan members and highlighting up and coming talent within the gaming industry.

Under Armour sponsors NICKMERCS

Under Armour sponsors NICKMERCS

In a move that further blurs the line between gaming and fitness, Under Armour is sponsoring NICKMERCS. The now-variety streamer is a big advocate for fitness and health and has created a fanbase that shares a similar outlook on fitness. 

Nick has created his own workout regime for his MFAM fanbase called “Get Better Together”. Now he’s under the Under Armour banner, the streamer is hoping to work alongside other huge names like Tom Brady and Dwayne Johnson. 

Nick has already teased a new merch collection that features his and Under Armour’s logo during his livestream. 

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

@ Socially Powerful

Contact us

Posted in Industry Trends, Social Trends

A Fleeting Moment: Why Twitter’s Fleets Failed

August 2nd, 2021 by

Twitter launched Fleets globally in November 2020. The ephemeral tweeting feature was created with the intention of allowing users to share their fleeting thoughts with their followers for 24 hours. 

Twitter serves as a public conversation. Users use the platform as a way to see what’s happening in the world and tweet their own thoughts and opinions. Fleets were introduced as a way to encourage users to join conversations in a less permanent way and to stop users leaving Tweets in drafts. Fleets was supposed to be a low-pressure conversation tool where users didn’t need to worry about the number of likes, RTs and replies they received.  

Similar to Instagram Stories and Snapchat Stories and the other Story-copies available on Facebook and LinkedIn, Fleets appeared at the top of the timeline in a row of bubbles. Twitter users could share text, reactions to tweets, photos and videos and customise Fleet content with different background and text options.

The Stories-clones lived at the top of a user’s timeline or on a user’s profile—viewers could tap a profile picture and be given the option to view fleets or the profile picture. Users could interact with tweets by sending DMs or reacting with an emoji. 

Story-style features have been incredibly popular on most social media platforms they have made it to. However, after just eight months, Twitter has announced that it will be removing Fleets from its features. 

Twitter revealed the decision stemmed from a lack of uptake in the feature and that as of August 3rd, it would no longer be available to use.

Twitter Fleets Failed : Socially Powerful Trend

But why did Fleets fail?

The main reason is likely to be that Twitter is a text-based app. While users are able to share photos, voice notes and videos, it’s primary use is to tweet text. The full-screen visual content was too far from Twitter’s microblogging USP and wasn’t relevant enough to its user base to become a popular feature. 

Twitter users didn’t use Fleets in the way Twitter expected them to. As mentioned, Fleets were introduced to offer users a less permanent way to start conversations. However, most users used Fleets to share images and videos, just as they would with Stories on other platforms. Consequently, Twitter has announced it is now working on a tweet composer with a full-screen camera, text options and stickers to give users the image/video based content they desire. 

Finally, Twitter users didn’t want Fleets. There are countless other features Twitter users have been demanding for years (namely, an “Edit Tweet” button), but a Story-copycat has never been on the list. This is only solidified by the fact that in January, only 7.7% of  monthly users used Fleets and a staggering 53% of users hadn’t even heard of them. 

The decision to introduce Fleets as a way to get users to tweet more suggests that the platform is struggling to get users to actually tweet instead of just scrolling through their timelines. Visual content (particularly video content) is thriving on social media currently, so it’s not surprising that Twitter wanted to take the plunge into Stories. However, Twitter seemingly forgot the most important part of introducing any new feature: listening to your audience.

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USAUKUAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

Socially Powerful

Contact us

Posted in Social Media Platforms, Social Trends