Social media enthusiasts have known Vine was in trouble ever since Instagram rolled out it’s video feature. Which is why not too many people were shocked when its parent company, Twitter announced today that it will cease Vine operations within the next few months. Although specific reasons weren’t stated in the announcement, it was only envitable considering how slow Vine was to come out with new features and remain competitive among the rise of Facebook, Twitter and Snapchat video options.
At this time, a question is posed to social media influencers with millions of Vine Loops (video plays): What to do now. Especially, since it is so hard to transfer followers from site to site. If these social media influencers haven’t leveraged their popularity onto other platforms, they can consider their stream of income through Vine dead and gone. More recently, I discussed how YouTube‘s new Terms of Service threatened to halt the income streams of popular bloggers that solely relied on the platform as their source of income and posed the same question.
So, I think this serves as an important lesson for both companies and existing and aspiring social media influencers not to put all your eggs in one basket.
In the music world, most people have called Jay-Z‘s streaming service, Tidal a failure in comparison to it’s rival, Spotify. Although the company has over 600,000 fans, it falls short when it comes to engagement and interaction. With most posts generating less than 50-100 likes and less than 10 comments/shares, it fails to effectively build an online brand and foster engagement, which is a hallmark of social media.
Tidal falls into the social entertainment zone of social media, as it offers a streaming service that easily allows users to share what they are listening to with their network and create playlists. Often, the company features sponsored playlists and exclusive content and events from top notch artists, such as Beyonce, Rick Ross and owner, Jay-Z. But, unlike its competitor, Spotify, Tidal does not allow users to follow each other or share playlists on outside sites like personal blogs and online, industry magazines.
The brands voice is often cold, aloof and just out of touch, which is not an effective way to build a fanbase or increase engagement between users and with the brand. Although their fan page offers behind the scene footage from member-exclusive events, the page comes off as more of a promotional tool than anything. Which can be off-putting for a lot of people that come to the page to interact with the brand and other users.
Overall, Tidal must figure out a way to effectively engage their following and offer more than just content designed to get potential users to sign up for the service if it wants to improve the quality of it’s Facebook fan page. Otherwise, it useless to have the page other than to just say its there and for show.
As Facebook continues its quest for domination in the business and social media world, it rolled out a new platform aimed at businesses and their employees, Workplace. Unlike it’s more well-known counterpart, Workplace is strictly for businesses, non-profits, educational institutions and other professional organizations to use as a highly connected and engaged communication tool.
Features include live video, group chats a newsfeed and other great ways to communicate. Like the regular platform, Workplace’s status updates are based on a algorithm to show the most relevant ones. Unlike Facebook, Workplace is ad-free and not connected to user’s personal accounts. Which helps employees keep their personal and work life separate.
Businesses sign up and pay a monthly fee, based on how many employees they have. For a company with up to 1,000 employees, the cost is $3 per user and declines as the number of employee increases. While non-profits and educational institutions get to use it for free.
So far, Workplace has been well received, with 1,000 businesses currently using the service and the highest number of business users in India, Norway and the United States.
Facebook recently rolled out a new feature for Messenger users in Poland that allows them to add filters to messages and also, similar to Snapchat, the messages automatically delete themselves after 24 hours. This features is also similar to the Instagram “Stories” feature that was recently added to the Facebook-owned company.
I think that this is a smart move from Facebook in attempts to stay current and relevant. With many people in my age group and younger leaving Facebook in favor of the visually appealing, Snapchat and Instagram, Facebook has devised a competitive strategy that will hopefully keep users active and engaged a little bit longer.
Although Facebook is seen as a social network popular among older adults, it still needed to stay relevant in order to hold their attention and interest in the platform. The networking effect states, a platform’s existence and success is dependent upon how many users are there, as well as how many of their friends are there.
So, in order for Facebook to remain the most popular social networking platform and not fizzle out like its predecessor, MySpace, it has to find ways to keep up with current trends, interests and technology. Which is why I think this is an excellent move on their part.