BLOG POST BY: Eliza Borrett

INDUSTRY ROUND UP #3: JAKE PAUL AND SHOWTIME, TIKTOK RADIO AND THE LATEST UPDATES WITH INSTAGRAM

HEADLINE NEWS FROM THE SOCIAL SPACE

Trial Update: Apple Vs Epic Games

Last year, Epic Games added a direct payment option to Fortnite on iOS and Android, essentially getting around Apple’s App Store fees of 30% for in-game purchases. This violated Apple’s rules and saw the swift removal of the game from the App Store. Epic Games then responded with an antitrust lawsuit, with the trial coming to an end next week.

The trial has gained a huge amount of attention due to the information made public about Apple and Epic Games. There is yet to be a final judgement on the debate that Apple’s App Store is operating with questionable monopolistic behaviour, but it should all wrap up on Monday.

If Apple loses the case, it could lead to big changes for the App Store and even if Apple wins, there is certainly more scrutiny on Apple’s practises.

Twitch Facilitates Better Discovery of Diverse Creators and Content    

Twitch has added over 350 new tags that creators can apply to streams to help with discovery. The aim is to support diverse groups to help make their content more visible on the platform. Tags will include terms around gender, sexual orientation, race, nationality, ability and mental health, providing additional categories that will help give creators more choice and boost the ability of viewers to find streams from creators within specific communities.

Tags were first launched in 2018, but have now become a feature to help creators tell their audience who they are, rather than just categorising their stream, which makes sense as Twitch is becoming a melting pot for new community niches. To note, Twitch worked with third parties such as GLAAD, The Trevor Project and AbleGamers to ensure tags were as inclusive as possible.

NEWS FROM THE WORLD OF INFLUENCERS

Charli & Dixie D’Amelio Launch Hollister Sub-Brand 

The D’Amelio sisters have launched a sub-brand in collaboration with Hollister. The brand is named, ‘Social Tourist’ and dropped May 20, aimed at Gen Z. The sub-brand feature gender-inclusive lines to respond to consumer trends that see customers getting more accustomed to shopping from both male and females sections in-store and online.

This isn’t the first time the sisters have partnered with Hollister, however, this kicks off a more significant long-term deal. Morphe, the LA-based beauty brand, have a similar tactic in place with the sisters, tapping into their loyal Gen Z fanbase through Morphe 2.

Jake Paul Signs Deal with Showtime

It’s no secret that Jake Paul has been focusing on his professional boxing career, following the success of the boxing event that saw KSI and Logan Paul headline and Jake match up with KSI’s brother, Deji.

Jake has since been affiliated with Triller’s Fight Club, which aired his recent matches against Ben Askren and Nate Robinson. However, Jake has now signed a deal with Showtime Sports, which is the same network airing Logan Paul’s match up with Floyd Mayweather. 

Jake has been creating huge hype around boxing, with his consistent call-outs on social of athletes such as Conor McGregor, Tommy Fury and Nate Diaz. This deal with Showtime is another step to legitimise his journey into pro boxing which is causing some pushback from those within professional sport. There is also a growing buzz around Logan’s next fight, which will see him face one of the best boxers of our generation, Floyd Mayweather. 

WHAT IS HAPPENING WITH PLATFORMS?

TikTok Launches TikTok Radio 

TikTok has partnered with SiriusXM and Pandora to launch a full-time TikTok Radio. The station will play popular tracks based on performance on the platform. The station will also feature playlists from popular creators, exclusive performances and host events for emerging talent.

As stated by TikTok: 

“Sonically synched to the TikTok experience, the channel will feel like a radio version of the platform’s “for you” page. the TikTok radio channel will feature a diverse group of TikTok creators showcasing trending music and stories behind the songs throughout each day, as well as a weekly music countdown dedicated to TikTok’s top trending tracks.”

SiriusXM-owned Pandora will host playlists called TikTok Tastemakers, where creators will take listeners through their favourite tracks, with Bella Poarch already lined up, whilst the TikTok Hit playlist will highlight trending songs on the platform.

Interestingly, Clubhouse is partnering with Soundcloud to highlight up and coming artists with a new weekly series on the platform. The series will be presented by Jasmine Solano – a musician and former MTV host. The artists featured will be able to share their stories, discuss their careers and creativity, and have real conversations with fans, fellow musicians and industry leaders.

Instagram Adds New Engagement Insights for Reels & Instagram Live

Image from: Instagram For Business

Instagram has finally announced new insights data for Reels and Instagram Live. These insights will be available to users in-app with business or creator accounts, to better understand the performance of content.

Reels will now come with insights that track total plays, accounts reached, likes, comments, saves and shares. Instagram Live will now have insights on accounts reached, peak concurrent viewers, comments and shares. The insights on both features will now be visible in the Account Insights overview to show how Reels and Live content impact account performance.

As stated by Instagram: 

“Additionally, we’re launching new detailed information about Reach in Account Insights. We know that understanding more about how content is being distributed is important, so we’ve built new breakdowns that provide transparency into which types of accounts you’re reaching and which content formats are the most effective at driving Reach.”

Instagram has also announced that choosing to hide post Likes will be available on both Instagram and Facebook. You can now hide like counts on individual IG posts or on all posts, providing greater control for creators and the everyday user.

Twitter Is Preparing To Launch A New ‘Ticketed Spaces’ Feature

In a bid to help creators monetise their Twitter Spaces, Twitter is preparing to launch a new Ticketed Spaces feature in the next few weeks.

Days after announcing that anyone with over 600 followers can now host and schedule Spaces, Twitter is previewing a new monetisation feature – Ticketed Spaces. US users will be able to host Ticketed Spaces first, however, they will need to apply to be included in the test group.

Ticketed Spaces allow users who have at least 1,000 followers and have hosted at least 3 spaces in the last month, to add tickets to their Spaces and earn up to 80% of the revenue from ticket sales – after Apple and Google’s cut is deducted. Another update on the Twitter Spaces front, is the addition of access to the feature through desktop, leading to the ability to use professional equipment such as microphones – elevating the Spaces experience.

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Written by: Eliza Borrett

Insights Manager at The Goat Agency