News digest 23.05.2022

DATING APPS ARE THE MOST SEARCHED FOR APPS IN 2022

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The top 10 fastest-growing apps in 2022 are dominated by free apps, according to a new report from Mozillion. Based on an analysis of search data from 2021 and 2022, the company found that dating apps ranked the highest for monthly Google search volume followed by stocks and photo editing apps. Games and entertainment apps such as music, photography and video also ranked high.

77% OF GAMERS WILL WATCH AN IN-GAME AD TO GET DISCOUNT

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Now a new infographic from ConsumerAcquisition shows that most users prefer opt-in rewarded video over interstitial ad types, specifically millennials (76%) and high-income users (74%). The majority of users (77%) are happy to watch an ad to receive a retailer discount. And game developers have latched onto the success with most of them now using rewarded video as part of their strategy. Interstitial ads saw 18x higher CTR compared to banners and it comes as little surprise then that they make up 76% of the ads players see in-game.

AN INSTAGRAM STORIES UPDATE LIMITS THE VISIBILITY OF EXCESSIVE POSTS

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Instagram has rather silently started implementing changes to their signature Stories feature. A limited number of users have already encountered the new Stories layout, which reduces the visibility of excessive posts. Normally, users can simply tap away and view all Stories shared by the accounts they follow until moving on to the next user automatically. With this newest change, users will only see a maximum of 3 Stories before carrying on to the next account they follow. Users will still have the option to see all Stories of a particular account, but that will require tapping on a dedicated “Show All” button which will then display posts beyond the first three.

SKITTLES SPEEDS UP THE AD TO MEET GEN Z'S VIDEO CONSUMPTION HABIT

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Skittles has launched a video in China with pacy scripts to meet the video consumption habit among Gen Zs in the country. In the video, the main character uses about only five seconds to finish reading the scripts. Launched on Douyin in April, the ad also features the main character with a quote to add more fun to the entire script, "If we do everything faster, how will we spend the time saved?". According to DDB China, the video pays heed to shorter attention spans and viewers’ tendencies to fast-forward through video content. The agency said it is the norm to browse content at twice the speed. Moreover, they typically decide within three seconds whether to watch a video, while communicating in acronyms, prefer summaries of movies on TikTok, and pay money to skip ads too.

SHOPLINE ONBOARDS ATOME AS A PAYMENT SOLUTION

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Global smart commerce platform Shopline is continuing its expansion as it has inked a regional deal with Atome, enabling online business owners to onboard Atome's buy-now-pay-later function as a payment option. The latest service addition will allow all merchants in Hong Kong, Singapore, Malaysia and Taiwan to better cater to younger consumers. The payment solution consists of three zero-interest installments, including the first one at the point of purchase and two over time. Atome added that merchants who provide a buy-now-pay-later option have experienced an average 17% increase in order size and a 30% higher conversion rate during checkout, as well as repeat sales.

TIKTOK IS GEARING UP FOR GAMES, INCLUDING INTERACTIVE MINIGAMES FOR TIKTOK LIVE

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TikTok is already one of the world’s fastest-growing social media platforms, where it’s even overtaken YouTube on watch time in select markets and sports over 1 billion monthly active users. Now, the company is looking to expand the range of activities its users can do when they tire of flipping through short videos. A report from Reuters today indicates the company is further investing in HTML5 games and has already begun tests. But we understand there may be more to TikTok’s gaming strategy than web-based gaming. It appears TikTok is also working on a LIVE mobile gaming feature that would allow creators to better engage fans while livestreaming.

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