Has TikTok peaked?

1/5 Is TikTok on the decline?

Following the removal of UMG audios on TikTok, a significant portion of the platform’s content is silent—a big hit considering the platform operates sound-first. But, it’s not just the music that has been removed, but also creator narration. TikTok’s user growth has also declined rapidly, following heavy complaints about the amount of TikTok Shop content shown to users, a tsunami of AI content, and the typical spread of misinformation. While, of course, TikTok isn’t dead or dying, the platform does need to address these issues if it wants to stay on top. (Via Slate )

2/5 YouTube is launching a new layout?for its growing TV viewership

YouTube is launching a new channel page layout for TV, which will provide another way for creators to maximise connection with a broader range of viewers. YouTube has consistently remained on-top for the video platform of choice for users, and with Shorts content being consumed more and more on TV devices (up 100% YoY), the new dedicated TV channels update is important. The new channel layout for connected TVs will feature a larger channel art display, and a bigger “Subscribe” button to help drive growth. (Via Social Media Today )

3/5 TikTok will automatically recognise products in UGC

TikTok is expanding its shopping push with its new option to make any object in any video “shoppable”. Some users can now see a new toggle within the video upload flow called “Identify Similar Objects”, which, when activated, will then identify objects in your videos, via TikTok’s object identification AI, and highlight potential product matches that you can purchase in the app. (Via Social Media Today )

4/5 Meta updates its Creator Bonus program?

Meta is updating its Creator Bonus program to refine its incentives for rising creative talent. Meta is removing its restriction on how much creators can earn per month (from max. $30,000 to “the sky’s the limit”). While the program remains invite-only, the limitless earnings is a massive lure for creators to continue posting on its platforms—with Reels driving the highest engagement. (Via Social Media Today )

5/5 Crumbl Cookies is a sweet success on TikTok

What started as a fun side-hustle has become a $1bn per year company. The cookie company’s TikTok is inspired by the fashion industry—an unlikely combination that has resulted in content baked to perfection. Crumbl launches new flavours every week, in a “Drops'' format, building social media buzz and scarcity as flavours are only available for that week. Crumbl’s social media following currently tops 16 million followers across platforms. It has become particularly popular on TikTok, with more than 7 million followers and a viral hashtag, ”#TasteWeekly.” TikTokers use it to post reviews, both positive and negative, of Crumbl’s cookie flavour drops. (Via CNBC )

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Lloyd Williams, Head of Strategy @ Socially Powerful .

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