META is AI transparent, creator ads hold more attention, and earning money directly from Instagram

Platform News

META updates its AI transparency disclosures

Meta is promoting its generative AI image tools while adding some transparency to help users distinguish real from AI-generated content. This week, META announced updates to AI usage disclosures in ads created with its in-house AI tools. This is an interesting, but necessary focus, as 2025 already feels like the year that authentic and natural AI imagery will be making its way to social. Now, those of us that understand AI and digital content, can probably spot the nuances, however this content is becoming harder for the untrained eye to distinguish. Nice one META, keep up the good work.

Instagram is testing an option to rearrange your profile grid

Although this update is currently in its testing phase, we will soon be able to edit and rearrange IG profile thumbnails to suit your style, feed and aesthetic. This update leans more into the heavily designed days of IG aesthetic feeds, which makes this an interesting move from IG. However, from a brand perspective, this could be cleverly leveraged for product launches, for example bringing all your feed posts about lip liners to the top of your grid when launching new colours the following month. We’ll keep you updated when this officially goes live.

TikTok shares initiatives for Black History Month

TikTok announced Black History Month activations, including a showcase of emerging Black creators, a business accelerator program, and in-person events. TikTok has shared its motivations to not only champion creators, but also look to the future of uplifting others in the industry, spotlighting work that deserves credit and striving to break boundaries. This upscaled effort this year takes place on and offline, allowing a space for recognition and celebration.

Need to Know

Snapchat finds creator ads are watched for longer than brand ads

We all know it's true, when you’re scrolling on social, your interest naturally peaks when being told about a product from a real person rather than a brand. Well, Snapchat’s recent study found that creator-led ads hold attention 12% longer and have 8% more playtime than brand ads, as they found 71% of consumers find creators' opinions relevant when considering products, and 70% value them during purchase. When creator ads are viewed prior to brand ads, brand trust is boosted more than when product ads are viewed alone. This highlights the power of influencer marketing in engaging our target audience by showcasing products authentically and personally. We can then reinforce the message with brand-led ads that highlight proof points and product benefits later on, but in 2025, influencer marketing comes first.

Meta Announces ‘Breakthrough Bonus’ Incentive

The ‘breakthrough bonus’ has come into place to incentivise creators on TikTok to move over to META platforms. This scheme is designed to reward creators who meet specific posting requirements within a 90-day timeframe. The requirements are lengthy, firstly creators must publish at least 20 reels on Facebook and 10 reels on Instagram during each 30-day period and secondly, all content must be original and exclusive to Meta’s platforms. Bonus amounts are determined based on the creator’s existing social media presence across TikTok, YouTube, and other platforms. This comes at an interesting time, with the turbulence of the TikTok ban as well as the potential creator reward being much higher on apps like TikTok and Youtube. We will have to see if this makes a difference.

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