Latest Social Media Updates - Edition 11
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Latest Social Media Updates Fri 1st March 2024
The social media landscape is ever-evolving and marketers need to stay updated to get the best results. To help you stay on track, we’ve researched some of the latest updates to social media platforms in the past few weeks and put them all together in one place for you to gain easy access.?
This edition focuses on TikTok integrating their Creative Assistant into Adobe Express, Meta’s enhanced creator programme and the even more new features by YouTube to provide brands and creators innovative ways to market to their audience. Dive into the myriad of updates that are reshaping the way users and advertisers interact on these platforms.
TikTok
?TikTok Tests "Identify Similar Objects" Feature for In-Stream Shopping
TikTok is intensifying its in-stream shopping efforts, aiming to reshape user behaviour with a new feature currently undergoing live testing for select users. This feature enables users to make any object in their videos "shoppable."
As depicted in an example shared by social media expert Lindsey Gamble, some users can now toggle on "Identify Similar Objects" during the video upload process. Once activated, TikTok's object identification AI scans the video, highlighting potential product matches available for purchase within the app.
TikTok has been exploring this option for a while, with reports suggesting expanded testing was imminent. The success of this feature on Douyin, TikTok's Chinese counterpart, underscores its potential, as Douyin drove over $270 billion in direct product sales in 2023.
While Western users have been less receptive to in-stream shopping, TikTok users are increasingly spending within the app. Despite most spending being on digital coins for creator donations, there's a growing willingness to shop on TikTok, prompting the platform to expand its shopping options.
This move aligns with TikTok's role as a discovery tool, offering a seamless journey from discovery to purchase. However, there's some user backlash, with concerns about the app becoming overly commercial. The response to this new feature will be telling, with sales figures ultimately determining its success.
Regardless of sentiment, TikTok's evolution towards in-stream shopping could open new avenues for creator monetisation and drive the rise of live-stream commerce, akin to trends seen on Douyin. Whether this shift resonates with Western users remains to be seen, but the sales figures will provide definitive insights into its impact.
TikTok Integrates AI-Powered Creative Assistant into Adobe Express
TikTok extends its AI-driven Creative Assistant tool to Adobe Express, allowing Express users to access the assistant as an add-on within the app.
As demonstrated in a video overview, TikTok's Creative Assistant, previously available in TikTok's own Creative Center, is now accessible in Adobe Express. This integration enables users to leverage the bot for fresh ideas and inspiration based on TikTok trends.
The Creative Assistant, launched in September, consolidates TikTok's Creative Center features into a conversational chatbot. It offers trend search capabilities, top ads, keyword insights, and more, facilitating easier discovery for campaigns.
The bot generates creative inspiration, provides real-time updates on in-app behaviours, and can even produce full video scripts based on user prompts. With direct access to these tools in Adobe Express, users can streamline the creation of impactful TikTok content directly from the video editor.
It remains to be seen if TikTok will expand this third-party partnership further to incorporate more tools into its linked insights tool. Such integration could provide valuable TikTok insights to a broader audience of content creators. Coupled with advanced editing features in Adobe Express, this combination holds significant potential.
This integration showcases the use of conversational AI to deliver platform insights directly, offering a valuable complement for Adobe Express users seeking to enhance their content creation capabilities.
Meta
Meta Enhances Creator Bonus Program to Attract Top Talent
Meta unveils updates to its Creator Bonus program, aimed at refining incentives for emerging creative talent. Notably, Meta eliminates the previous cap on monthly earnings, allowing creators to potentially earn unlimited payouts.
This change could serve as a significant incentive for top talent to remain active on Meta's platforms, particularly with Reels driving increased engagement on Facebook and Instagram. Meta plans to roll out this update to all eligible creators by March.
In a bid to broaden participation, Meta extends invitations to more creators worldwide, including those from Asian countries where access was previously unavailable. The program's expansion spans multiple regions, with Meta emphasizing its commitment to welcoming diverse creators.
While the program remains invitation-only, Meta focuses on post-reach as the primary performance metric. The criteria for inclusion remain somewhat opaque, with no defined pathway for aspiring participants at present.
Furthermore, Meta introduces the option for creators to integrate Reels ads into their content, offering additional monetisation opportunities. The platform also shifts its video payout programs from ad-based to performance-based models, aiming to reward high-quality content more effectively.
These updates reflect Meta's ongoing efforts to attract top talent, positioning itself as a lucrative platform for content creation and monetisation. While Meta may still lag behind YouTube in this aspect, the integration of additional Reels incentives signifies a strategic move to compete with platforms like TikTok.
Overall, Meta's enhanced Creator Bonus program aims to reward creators who impact a wide audience across its apps, fostering a vibrant creator ecosystem while bolstering its competitive stance in the digital content landscape.
Instagram Tests New Live-Stream Games Feature for Enhanced Interaction
Instagram is experimenting with fresh features to enhance live-streaming experiences within the app. Some live broadcasters now can choose a game to play with their viewers during live-streams.
These options, as illustrated in example screens shared by Ahmed Ghanem, include "This or That," a question and answer prompt, and "Trivia," aimed at boosting engagement within Instagram live streams.
This move is expected to stimulate more conversation and interaction among viewers, potentially leading to further engagement opportunities with the live audience. Meta, Instagram's parent company, has been actively exploring ways to elevate live-streaming for IG creators, hoping to broaden its appeal to more users.
In addition to experimenting with live-stream games, Meta has been expanding its "Stars" live-stream donation program to more regions, allowing creators to accept donations from viewers. Moreover, Instagram recently introduced new options to facilitate live streaming via third-party tools on desktop PCs.
Although live streaming, particularly for shopping purposes, has seen significant success in China, it has yet to gain the same traction in Western regions. However, with platforms like TikTok and YouTube pushing for live-stream adoption, there's potential for live-streaming to become a more prominent element in the future.
Instagram's initiative to introduce live-stream games reflects its commitment to staying relevant and providing more engagement avenues for creators. This feature could enhance community-building efforts and potentially drive sales through live streams.
Meta Expands Access to Creator Marketplace for Instagram Campaigns
Meta announces the expansion of access to its Creator Marketplace tool, enabling more businesses to search for creators to collaborate with on Instagram campaigns.
Initially launched in 2022 for U.S.-based brands, Creator Marketplace facilitated connections with relevant influencers based on various criteria like focus topics, follower counts, and location. Now, businesses in Canada, Australia, New Zealand, the United Kingdom, Japan, India, and Brazil will also have access. Additionally, Chinese export brands can connect with creators outside of China.
Despite Meta's past issues with China's internet regulations, this deal pertains to Chinese businesses operating abroad and is distinct from internal dealings with the Chinese government.
In addition to broader access, Meta introduces new machine learning-based recommendations within the Creator Marketplace. These recommendations leverage Instagram data to help brands discover creators best suited for their campaigns. Recommendations highlight accounts with strong engagement rates in the relevant niche, previous mentions of the brand, or successful collaborations with similar businesses.
This enhancement aims to simplify the process of finding suitable creators or providing additional options for consideration. Collaborating with creators on branded content can significantly boost promotions on Instagram, leveraging creators' expertise and established followings to reach target audiences effectively.
By partnering with creators connected to their target audience, brands can secure valuable endorsements within key communities, enhancing brand visibility and engagement.
Brands can access Instagram's creator marketplace in Meta Business Suite, with access expanding to the newly added regions soon.
X (Twitter)?
Elon Musk Announces Changes to Post Reach on X
Elon Musk, owner of X, reveals a potential solution to the algorithmic suppression of post reach: all Pinned posts will now be visible to all followers in the app.
This change allows users to maximise messaging reach, albeit with limitations. Each user can boost only one post every 48 hours, ensuring fair distribution of amplification opportunities.
However, this update sheds light on a prevailing issue on X where posts may not reach followers despite explicit interest. Algorithmic amplification prioritises engaging content, potentially leaving some posts unseen.
Moreover, X has reduced the reach of accounts without X Premium, incentivising sign-ups.?
Despite this, only a small percentage of users currently pay for the app.
While the ability to boost posts through pinning offers a strategic advantage, its impact may be limited given the low posting activity on X. Nevertheless, active users may leverage this feature to increase exposure and potentially generate revenue based on post engagement.
However, this change introduces challenges for X, including increased competition for space in the main feed and potential loss of quality control.
Overall, while the update may offer some posting incentives, its benefits for X and creators seem limited, with potential risks outweighing advantages. Creator backlash and subsequent rollback of the feature are anticipated. Nonetheless, it presents an additional consideration for users posting on X.
X Introduces Monetization Tab for X Premium Subscribers
X introduces a new "Monetisation" tab for X Premium subscribers, streamlining the process for creators to monitor their performance across X's evolving income features.
X Premium members now have access to this tab within their in-app menu, as demonstrated in an example shared by X News Daily. By tapping on the tab, users can navigate through X's various monetisation pathways and receive an estimate of their pending payout for the current period.
The listing also offers further information on X's monetisation programs, reflecting the platform's commitment to expanding these opportunities over time. This feature provides a convenient way for creators to track their X payouts and address any potential issues before the payout date.
This update comes amidst challenges faced by some X creators, particularly regarding monetisation rules. Community Notes, for instance, can result in creators losing monetisation for their content, with reports suggesting some misuse of this system to hinder others' payouts.
While X's creator revenue share programs are still evolving, they have enabled some creators to earn significant payouts, representing a newfound opportunity for monetisation on the platform. Despite imperfections, X's initiatives aim to attract more creators to the app.
Additionally, X recently expanded its "Amplify" premium content placement option to provide prominent creators with another avenue for monetising their uploads. These efforts collectively enhance opportunities for creators, with the new tracking option empowering them to monitor and optimise their X payouts effectively.
YouTube?
YouTube Create Expands Beta Access to 13 New Markets
YouTube Create, a mobile app aimed at simplifying video editing, is now available in beta in 13 additional markets.
Content creators can now access the app for free on Android devices via the PlayStore in the following countries: Argentina, Australia, Brazil, Canada, Finland, Hong Kong, Ireland, Netherlands, New Zealand, Spain, Taiwan, Thailand, and Turkey.
YouTube Create is a free mobile application designed for editing Shorts or longer videos directly on YouTube. Users can incorporate soundtracks, captions, effects, and more, all from their smartphones.
The app empowers users to enhance the quality of their YouTube content without the need for expensive editing tools or complex desktop software.
Conor Kavanagh, Lead for Monetisation Policy at YouTube, commented:
"In September, we introduced the beta launch of YouTube Create, a new app that equips mobile creators with the tools to elevate their videos."
"With YouTube Create, users can effortlessly produce high-quality videos using editing tools, effects, filters, and transitions—all within an intuitive and user-friendly interface
YouTube Introduces Updates to Enhance Brand and Creator Experience
YouTube has rolled out several updates aimed at assisting brands and creators in improving conversions, expanding their reach, and simplifying content sharing:
Product Tagging in Live Streams: Creators in the YouTube Shopping Affiliate program can now tag products from participating merchants in live streams, videos, and Shorts. This tagging feature highlights featured products with a "Shopping" button, making shopping more visible. Creators can also pin specific products during live streams for emphasis.
Post-Only Feeds: YouTube has introduced a dedicated post-only feed for Android and iOS devices. Users can access this feed by tapping the "view all posts" button, which displays posts from previously engaged channels and recommended posts by YouTube.
Mobile Video and Short Uploads: Creators can now upload videos and Shorts directly from their device's gallery within the Studio mobile app. This streamlined process allows creators to select a file, choose monetisation options, and complete the upload process entirely on mobile.
These updates offer significant benefits for brands and creators. Product tagging in live streams enhances conversion opportunities by providing consumers with easier access to promoted products.?
The introduction of a dedicated post-only feed facilitates brand reach and engagement among interested users. Moreover, simplifying the content upload process saves time for creators, enabling them to focus on creating high-quality content.
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