Which social network will win – and retain – the hearts of teenagers ? “People come to Instagram to express themselves and be entertained. We are always listening and we draw inspiration from what I want the members of our community – and they have expressed the wish to have the opportunity to produce, edit and watch short videos. “Here’s how Vishal Shah, the vice-president in charge of products, Instagram, has justified the launch in France, Germany and the Brazil of” the Real “, a service that gives everyone the ability to create and edit short videos, that is to say, a maximum of 15 seconds, before you share them to the community. A small revolution for the social network acquired in 2012 by Facebook, an episode also marking that has been the launch in 2016 of the ” stories “.
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The target is, of course, TikTok, the social network of chinese origin, who does not cease to scrape market share, and that Mark Zuckerberg had failed to redeem them in 2016. “I’ve spent a bit of time in China and I can tell you that the team that has developed TikTok is the strongest, the most thoughtful and the most aggressive of all the technology companies I have ever encountered in China !” explained the CEO of Instagram Adam Mosseri at the Point in October 2019 before adding : “It’s simple : you go there and you’ve got to be kidding. So we had a lot to learn. I don’t want to build a clone of TikTok, but I want to understand what needs it meets. “Instagram is not sat idly by. “Of course, TikTok, but also like Snap, it is already possible to share short videos online, but we rely on our strike force – more than a billion members – just like on our ease-of-use,” continued the vice-president of Instagram, which is used today as well by Cristiano Ronaldo Kim Kardashian or even Kylian Mbappé.
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augmented Reality, teleportation and dubbing of a song
It will be possible to share the videos “Reels” in the news feed, and for the public accounts, to share it in a new dedicated space in the tab ” Explore “, which will then allow them to be discovered by the whole community Instagram. Finally, The Point has been able to have a taste of this service, which will be launched, initially in a test phase, the 24 June to 15 hours in France, Germany or Brazil : you can play with filters to augmented reality, which allows, for example, to enlarge the lips in singing, playing with a green background to teleport to the other side of the planet, or even to change the shirt according to the verses, just as mimic the dubbing, song Happy of Pharrel Williams, for example.
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Then ” Reels “, 15 seconds of happiness ? The nerve of the battle will be in a first time to attract talent that will want to compose on this new service. Instagram may be as early as Wednesday, count on the contributions of artists such as Salif Gueye alias Crookboyz, or Paola Locatelli, one of the influenceuses favorite of Rihanna. “We consider “Real” as a central element of the future of Instagram “, added, finally, Vishal Shah. As the war of the platforms will be won on the ability to attract content creators. This was well understood Zynn, a social network born in Beijing, based on the sharing of short videos to appeal to the general public. In recent weeks, he has recorded very good scores in the United States and Canada,… as remuneration for the production of its users against vouchers Walmart and Amazon. Yet, while she was at the head of downloads, this application has been, to general surprise, removed from Google Play and the App Store these days, and is therefore more accessible in the United States. Evidence that social networks are not immune to the technological warfare between at this time Washington and Beijing.
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