Liv Griffiths – Content Executive

In the month that saw the launch of this year’s Love Island, the kick-off of a very exciting World Cup and maybe even a hint of, dare I say, the British summer, we read lots of interesting digital marketing news.

Even though it’s been incredibly hot in the Pace office, our digital team members have still managed to gather some of the best industry stories from the past four weeks, including Unilever’s crackdown on fake followers and Instagram’s brand-new app.

Instagram has got a new app

Supporting content up to 60 minutes long, IGTV is Instagram’s latest venture into the video world.

Launching eight years ago, Instagram is now a world away from the photo-sharing platform it once was, becoming more of a lifestyle that people subscribe to, rather than just another app.

If you haven’t already had a look at the new app, it’s essentially an extended version of stories. There’s a feed of content posted by people you follow, plus a recommended ‘For you’ tab, which brings up videos that Instagram thinks you’ll like. Everything is displayed in portrait orientation, optimised for how we hold our phones.

Instagram’s co-founder, Mike Krieger, sat down with Refinery29 to talk about the new launch.

“Our hunch here is that people are in different mindsets at different times. That’s why we built it as a separate app, because we wanted something where when you’re in the mood for watching long-form, you have something that will give you exactly that.”

YouTube’s launched a subscription service

If you’ve visited YouTube lately, you may have noticed a few subtle changes to the way the site looks. Mainly, this huge banner across the top of the homepage.

pace picks youtube music ad

Not only is YouTube now running an option for users to pay to ditch the ads, but it’s also released its very own music subscription service rivaling the likes of Spotify and Apple Music.

While YouTube Premium has been a feature in the U.S. for some time, U.K. citizens have only been granted access to a better version of the online video king this month.

For £11.99 per month, subscribers will be able to access video and music content without ads, download playlists for offline viewing, and take advantage of a game-changing new feature – ‘background play’.

It’s a bold move in an already-saturated content market, one that leads us to wonder, has YouTube expanded its capabilities in retaliation to Instagram’s IGTV?

Unilever crack down on fake followers 

Is the future of advertising through the use of social media influencers hanging in the balance?

As it stands, no. However, there has been some serious follower fraud, and as a result, Unilever (the world’s second-largest advertiser) has tightened its regulations, and lots of other organisations are following suit.

Unilever’s CMO, Keith Weed, has stated that the company and its brands will no longer work with influencers who pay for their followers, but it is unclear exactly how they plan to go about it.

There’s currently no way to tell whether or not an influencer’s following is 100% legitimate, and just because someone hasn’t yet paid for engagement, doesn’t mean they won’t in three months time. As we know, an influencer is only as powerful as their following. Bigger following = bigger bucks.

While Unilever’s move is certainly a step in the right direction, seeding out this kind of Instagram foul play might be a lot easier said than done.

A lot can happen in a month, so if you wanna keep up to date, stay tuned for another update from us at the end of July.

Got some interesting digital news you think we’d wanna hear? Drop us a line over on Twitter.