Collaborative content, the social media’s latest trend

Unity is strength. On social networks, this adage takes on its full meaning with new features that put collaboration in the spotlight.

Facebook, Instagram, Snapchat and now Twitter have all given in to collaborative content. We take stock of this trend which further strengthens communities and boosts advertising on social networks.

Again, TikTok is driving this trend. The Chinese giant has made collaborative content popular with its “Duo” option, allowing content to be published using another user’s video, already existing on the application. Content that helps to boost exchanges between users.

Faced with the success of the application, the social networks already established have, in turn, taken an interest in this dynamic to relaunch the commitment on their platform. The latest? Twitter with its collaborative tweets. Still being tested, this option, called “CoTweet“, allows you to invite another Twitter user to participate in the creation of a tweet.

The new option will only be available for certain accounts in the United States, Canada and South Korea, for a limited time. Twitter has not indicated the criteria for accessing this feature, which is still being tested.

By posting a “CoTweet”, the tweet will be published on both accounts concerned. The handle and profile picture of both accounts will appear at the top of the tweet.

To create a collaborative tweet, the user can therefore select the option, which will send an invitation to accept the creation to the user concerned. Note that once the tweet has been created, it will no longer be possible to modify it after launching the invitation. However, if the guest refuses the CoTweet, it will be automatically deleted and if they change their mind once the CoTweet has been published, they can always remove their name, which will transform the content into a normal tweet and delete it on their account. .

Users will only be able to CoTweet with their followers who have a public profile.

Instagram had already hopped on the collaboration train, again taking inspiration from TikTok, in 2021. Meta’s social network launched its “Remix” option for its Reels format, its popular short videos, a copy-paste of TikTok’s Duo option. But the social network already allowed to publish collaborative posts on the news feed. An option widely used by content creators and celebrities for promoting products or events with brands. An option also launched on Facebook at the end of June 2022.

Snapchat also more recently announced the ability to post shared stories. A good way to boost user engagement on different platforms, while highlighting collaborations between influencers and brands, thus allowing better monetization of content.