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60 May | 2021 Business W hen brands release something new, those new products typically receive a lot of attention. is is not by mistake but, rather, by design. When you walk into your favorite big-box store, new products are front and center, displayed with the best lighting and access to shoppers. Likewise, weekly print ads highlight these new products, along with celebrity endorsements and a tsunami of online ad suggestions. We all know and expect this is how the marketing of physical products such as homewares work. Yet, when it comes to social media, many users forget "new features" such as Instagram "Reels" and Instagram "Guides." ese happen to be the same types of things: new products hungry for emerging market share. When companies like Facebook roll out new features, especially in competition with other apps, they will direct traffic within their audiences to heavily sway in favor of the new features into which they have poured valuable R&D dollars. is results in tons of free exposure for users willing to be among first to adopt these new features while they grow. is is beautifully illustrated by examples such as the launch of "Stories" to Facebook and Instagram in reaction to Snapchat. At the peak of the battle, the two competing social media com- panies were launching new features sometimes within hours of each other. Losing market share to new apps is not a threat that Facebook takes lightly. Despite being the first to bring the concepts of disappearing content and augmented-reality photo filters to the mainstream, Snapchat now trails far be- hind Facebook and Instagram in daily user counts. Most recently, this battle for market share heated up again, in August 2020, when Instagram launched "Reels," officially saying in its press release, "We're excited to introduce Instagram 'Reels': a new way for anyone—people, creators and businesses—to create and discover short entertaining videos using in agram's newe feature Flourish by embracing new social media features, like Instagram "Reels." By Tonneli Grüetter