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welcome to our latest digital marketing news update that we publish every two weeks. you can read the article below or, if you'd rather listen, click the player above. we'd love to know what you think of this format.
open ai launches gpt-4o
openai has launched their latest iteration of gpt, gpt-4o. the ‘o’ in gpt-4o stands for “omni” and is a step in the right direction for a much more natural human-computer interaction than previous models of chatgpt.
the main benefit of the new iteration has to be the speed in which it responds to you, making it much more conversational. it can also natively understand audio and video, being able to describe what is shown through your camera.
chatgpt has also laughed a new desktop app, however it is currently only available on specific apple computers.
learn more a bout gpt-4o here.
tiktok introduces fan spotlight
fan spotlight is a brand-new artist-first feature that allows artists to showcase their favourite fan videos. they can showcase up to five of their favourite videos at any time by pinning them to the top of their music tab as a fan spotlight. the creators of the videos will be notified and their fan spotlight will remain to the top of the artist’s music tab for up to 7 days, after which they can select new videos.
to announce the launch, tiktok partnered with billie eilish as part of her next album campaign.
this would be a great feature for brands to be able to use to highlight ugc or employee generated content (egc).
learn more about fan spotlight here.
posting longer instagram reels can hurt performance
instagram’s content team has stated that posting reels longer than 90 seconds can hurt your performance in the app, by hindering your reach.
instagram ceo adam mosseri shared a slide at a creator event in new york that showed points on what can help and hurt your distribution (see below) and it was stated that reels over 90 seconds are damaging your reach, as well as low quality videos, posting content you didn’t make, videos with 3rd party watermarks and engagement bait.
this move is clearly in contrast to the tiktok news above which shows they are encouraging a move towards longer-form content.
image from social media today.
read more about what can help or hinder instagram engagement here.
tiktok trialling 60 minute videos
tiktok are experimenting with longer-form content as they introduce 60 minute long videos to its app. with numerous pieces of longer-form content performing well on the app, having been split previously into separate videos, it’s not a surprise that tiktok are trialling longer videos.
60 minute videos will be effective in discouraging users to leave the app, when they are able to watch longer videos of the content they love, as well as go hand in hand with their tv app, where people can watch the longer content on their tv just as they would a show or film.
the ability to upload 60 minute videos is only available to some users as they continue to experiment.