Thursday, July 18

🌟 Today’s Highlights:

• Instagram is testing “Super Like” option on Stories

• Meta AI is summarizing Facebook comment sections

• Microsoft launched its AI-powered Canva competitor

• 📊Stat of the Day: Streaming now accounts for 38.4% of U.S. TV viewing. (Source: Nielsen)

• 💡Today’s Insight: Here’s what brands can do in the midst of peak social media saturation

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💡 Today’s Insight 💡

Social media saturation is reaching its peak - here’s what that means for brands

🗞 TL;DR - We’re moving swiftly toward full saturation of social media – meaning, there’s a massive, massive amount of content on social platforms. Sprout Social analyzed insights and found that, on average, brands published 10 posts per day across networks in 2023. But brands can fight the noise in a few ways, including investing in content, focusing on niche audiences, and redefining what success means.

💡Insight - If you’re still unsure whether or not we’re at peak saturation, here’s a wild stat for you: one research team found humans’ screen attention spans dropped from 2.5 mins in 2004 to 47 seconds in 2023. That means it’s literally impossible for consumers to actively engage with all of the social content they see because our attention spans can’t keep up.

In a world driven by shallow, often AI-crafted content, brands can stand out by investing in original, unique content. According to Sprout’s Social Index, nearly 4 in 10 consumers say the most memorable brands on social prioritize original content over jumping on trends.

Brands should absolutely invest time into understanding their audience’s niche preferences. What other interests does your audience have? Where does your audience spend the most time? What type of content (text, image, video) resonates with your audience the most?

It can be easy to see these saturation stats and think: well, I guess I should just give up. But keep the optimism! Keep your creative juices flowing, and try to create routines to foster unique ideas. And when in doubt, revisit what success means to your brand. Maybe more targeted engagement goals are a better indicator than reaching a certain number of eyeballs.

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⚡️ Today’s Headlines ⚡️

🔄 Threads is testing a media re-share feature that credits OG creators

💖 Instagram is testing a “Super Like” option for Stories

🤙 YouTube may soon let you customize Shorts thumbnails

💬 Facebook is testing Meta AI summaries of post comments

🖌️ Microsoft launched its AI-powered Canva competitor