Brits are leading TikTok trends, Gen Z is over Google, and TikTok has a new collaboration feature

Platform News

TikTok allows brand collaboration posts?

Similar to the feature on Instagram, TikTok allows users to tag up to five accounts as collaborators—including brand accounts. Accounts tagged as collaborators will also have the content posted to their followers (should they accept the tag), and it will also feature on their profiles. Only original posters can edit the TikTok, but tagged profiles can retrospectively remove their tag at any given point. Users can only invite people to collaborate four times a month. The feature allows another way for brands to interact with audiences, and for audiences to be reached more authentically—ie. directly through an influencer they already follow.??

YouTube has new tech to detect AI deepfakes

Deepfakes have become a problem across most social platforms. With the vast improvements within the AI space, platforms have begun to police the use of AI deepfakes. In order to avoid the spread of misinformation, YouTube has introduced a new detection process that informs creators if their face or voice is being used in a clip on the platform. The new “synthetic-singing identification technology” automatically detects AI-generated content on the video platform that imitates an artists’ singing voice. It’s a good start to protecting artists’ rights—it’s likely we can expect similar features to roll out to other platforms going forward.?

YouTube adds new audience engagement feature

YouTube has rolled out its “Add Yours” stickers to users, following months of testing. The feature, which is already available on TikTok and Instagram Stories, is designed to encourage audiences to join conversations with their own content. Not only does this mean YouTube has more content to serve to audiences, but furthers interactions and engagement on the platform, keeping users active for longer.?

Need to Know

Gen Z don’t Google, they search

There’s an evolution in technological behaviour happening, and Gen Z is leading the charge. Instead of Googling, the digital natives search. Largely led by the TikTok wave, Gen Z now search recommendations for travel, hotels, restaurants, you name it, on social media. But why has this shift happened? Likely due to two main reasons: firstly, algorithms learn search behaviours to present more relevant content, and secondly, recommendations from social media are perceived as more credible because they come from a person. It’s a variation of word of mouth—supported further if the recommendation is from a creator within the specified niche.?

Britishcore TikTok trend drives interest in UK culture

Britishcore has become a key TikTok trend this autumn—with the platform itself declaring an increased interest in UK fashion, comedy and travel, and typically wry takes on it. Trends such as Gary Barlow’s “very nice day out”, the Oasis Reunion tour, and the Killers’ viral concert, playing Mr Brightside for the Euros semi-finals have all led to TikTokers around the world incorporating Britishisms into their content—whether that’s cheeky voice overs, or artists like The Dare claiming full #Britmaxxing. Hashtags such as #ukfashion, #uktravel, and #ukcomedy have seen the number of posts using them double in just two weeks.?

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