WELCOME TO THE
RIPPLR REPORT
Welcome to the 14th edition of the Ripplr Report.
Your monthly newsletter on influencers, social media and
wider industry trends.Powered by Brand Ripplr
October 2021
INDUSTRY UPDATES
YOUTUBE HYPES UP ITS INSIGHTS ON YOUTUBE STUDIO
YouTube is upping their game by providing brands and content creators with comparative insights in their YouTube Studio to help brands better understand the effectiveness of their collaborative videos with content creators.
The new ‘typical’ retention graph highlights the content creator’s typical retention performance on their videos. Brands can use this to compare it with the retention performance of their collaboration video, and derive an immediate benchmark and greater understanding of the relative efficiency of their content.
The ‘typical’ retention graph is also visible across different components in the video, including ‘Intro’, ‘High Moments’, ‘Spikes’ and ‘Dips’, which will allow brands to see which parts of the video are performing above or below the creator’s common efficiency measures in each of these classes. This feature is perfect for videos where the content creator is reviewing several products from the brand, to see which product is offering the highest retention, interest and engagement.
SCHEDULE YOUR LIVE SESSIONS ON INSTAGRAM
Instagram is allowing content creators to schedule their Live streams on Instagram up to 90 days in advance, allowing their followers and viewers to set reminders to tune in to their favourite creators on the day of the Live broadcast and 15 minutes before.
This is a great feature that will enable brands to build anticipation with content creators before going Live, improve their reach and allow for higher tune-in rates and engagement. Brands can also use this feature to build hype around a new product launch or seasonal promotion, then release the product in the scheduled live stream session with the content creator.
MAXIMISE YOUR TIKTOK REACH WITH PINNED VIDEOS
TikTok launched a new feature that allows content creators to pin their videos on top of their profile page, which will be the first video their viewers and followers see when they view their TikTok page.
This new feature will allow brands to maximise the effectiveness of their paid collaborations by asking content creators to pin their videos on top for a period of time, thereby increasing its reach, visibility and engagement. Additionally, brands can use this feature to revive a previous collaboration with content creators; instead of working on new content, the creators can pin a previous video and bring it straight to the top of their TikTok page.
INSTAGRAM LINK STICKERS ARE NOW AVAILABLE FOR EVERYONE
Back in August, Instagram replaced their swipe-up links with link stickers that can be added on stories to direct users to third-party websites, a feature that was only available to select accounts (verified accounts or accounts with 10k+ followers).
In a recent update, Instagram rolled out this feature to all Instagram accounts, making it accessible to all users with any following size. This is a great update that will expand opportunities for brands to collaborate with content creators with various following sizes, and still be able to direct their users to the brand’s shop or landing page, boost sales conversion and measure their campaign ROI and tangible results from the campaign.
TOP CREATORS OCTOBER 2021
Ahmed Sharif@Ahmed SharifYouTube: 2.87M
Category: Entertainment
Market: Bahrain
Noor Stars@Noor StarsYouTube: 18.8M
Category: Lifestyle / Entertainment
Market: UAE
Lift and Cheat@Lift and CheatInstagram: 3.72M
Category: Food
Market: KSA
BRAND RIPPLR TOP TIPS
WHY BRANDS SHOULD OPT FOR MORE VIDEO COLLABORATIONS ON INSTAGRAM
With video consumption on the rise, Instagram added features to further push reach and engagement on their video content, encouraging brands and content creators to opt for more video collaborations.
- Instagram has combined IGTV and Video Feeds into one “Video” tab, making it easier for video content to be discovered and viewed by Instagram users. This is an opportunity that brands can seize to create more video collaboration with content creators.
- Instagram increased their story duration to 60 seconds, allowing brands and creators to share more diverse content and visual storytelling, and a longer period for announcements like brand promotions or product launches.
- With the new 60-second story duration, content creators can now seamlessly share their Reels to their stories where they will be fully visible in one frame, compared to how Instagram previously used to divide the story over several frames. This allows for easier cross-promotion where brands can have more views, reach and engagement on their Reels collaborations with creators.
The Region’s Leading Influencer Marketing Platform
Brand Ripplr is the MENA region’s leading influencer marketing platform providing front-to-end strategy, creative and campaign management solutions for influencer marketing campaigns backed by data and analytics. With over 60,000 influencers on the platform from 28 countries, Brand Ripplr is relied upon by the world’s leading brands to secure impact and results across social media.