Algorithms are optional, Threads is fatigued, and Gen Z is coming

1/5. Watch out Millennials, Gen Z is coming

Gen Z will equal Millennials on social media by 2027. As of 2023, there are approximately 68.5 million Millennials hailing from the US on social media, with around 56.4 million Gen Z. It’s estimated there will be 69.7 million Millennials on social media by 2027, and 65.8 million Gen Z. Together, they will comprise over half of all social media users by 2027. Also with this rise, we will see more Gen Alpha on socials, and less Baby Boomers and Gen Xs.?

Platforms and apps that already cater to Gen Z are the ones going to win big because they will be able to capitalise on the generation that’s set to be a major spender. So, if you aren’t on Gen Z’s big 3 (TikTok, Snapchat and Instagram), get a groove on.?

2/5. Brands face Threads fatigue

Brands are already scaling back their Threads activity, as Meta’s shiny new platform loses nearly 80% of daily active users. Brands, including Converse, Wendy’s, Rare Beauty, American Eagle and Anthropologie were among the first to adopt the app, but have now significantly slowed posting, or stopped posting at all. Brands have reported a significant drop in engagement, from over 200 likes to next to none.?

Despite the lower user rate, some brands have taken this as an opportunity to play around with brand tone and personality to help gauge what drives the most interaction among audiences. While brands will have a different strategy for each platform, the brand personality stays consistent. As a result of this, brands have begun building small communities on Threads —of the users that are remaining.?

3/5. Instagram tests new Reels display for multi-advertiser ads

Instagram is testing a new ad format for Reels ads, with a new variation of Multi-Advertiser display. The new multi-ads format groups a selection of related brands onto a single screen, which is then displayed between Reels posts. The new display could be beneficial, offering lower cost, higher volume placement, potentially, among people who’ve already engaged with related content.?

4/5. New York bans TikTok on city-owned phones

The TikTok ban chatter has been quiet for a couple of months, but the City of New York is bringing it back into the spotlight, with the platform now banned on all city-owned devices. The ban follows a review by NYC Cyber Command, which found that TikTok poses a security threat to the city’s technical networks.

It’s still unlikely a complete ban of the platform will come to the US, but this is a reminder that it could happen. Users in Montana have fought back against the state-wide ban of the platform (due to occur early next year), by challenging the court ruling saying it violates their first amendment rights. However, with the ban chatter back in centre stage, TikTok should probably speed up on its solution to appease US regulators.?

5/5. TikTok’s algorithm will soon be optional for European users

European TikTok users will be able to turn off the personalised algorithm behind its For You and Live feeds as TikTok makes changes to comply with the EU’s Digital Services Act (DSA). According to TikTok, disabling this function will show users “popular videos from both the places where they live and around the world” instead of content based on their personal interests.?

The update relates to the DSA rules that require large online platforms to give their users the choice to opt out of receiving personalised content that typically relies on tracking user activity. In addition, TikTok’s search feature will show content that is popular within a user’s general region, and videos under the Following and Friends feeds will be in chronological order when a non-personalised view is chosen. The new DSA rules also means that other major social platforms will be making similar changes.

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