New tools, big shifts, and holiday tricks – your October social media scoop

Social media platforms are constantly evolving, and the last month has been no exception. Whether it's new AI-powered tools, shifts in how people use platforms for news, or fresh ad features for the 'holiday' season, there's plenty to get your teeth stuck in. Below, we’ll take you through the latest updates from Meta, TikTok, Instagram, YouTube, and more, to help keep your social media strategy ahead of the curve ??

1. Online platforms have overtaken TV as the main news source ??

It’s official – online platforms have now surpassed TV as the primary source of news for adults. According to Ofcom research, 71% of adults use social media platforms like Facebook and YouTube for news updates. Here’s the breakdown:

• 30% of adults use Facebook for news, the same as ITV’s audience share
• YouTube has grown to a 19% share
• TikTok has made the biggest leap, with 11% of adults now using it for news (up from just 1% in 2020)

For marketers, this means that social platforms are more than just a place for entertainment – they’re where people are keeping up with the world. This shift offers brands new ways to connect with audiences by tapping into their desire for timely and relevant content. Read more here

2. Meta introduces new AI tools just in time for holiday campaigns ??

Meta has been rolling out a range of new AI-powered ad tools ahead of the festive season, giving brands new ways to reach their target audience. Whether you’re gearing up for Black Friday or thinking ahead to the Christmas rush, here’s what you need to know:

• AI-Powered Ad Creative Tools: Meta’s AI tools now automatically create multiple ad variations, personalising ads to better connect with different audience segments.
• Click-to-Message Ads: Messaging apps are growing as key engagement tools. Meta has improved its click-to-message ads, letting brands start direct conversations with users on Messenger, WhatsApp, or Instagram DMs.
• Advantage+ Shopping Campaigns: Meta’s automated Advantage+ campaigns are getting smarter, helping brands optimise for high-intent shoppers in real-time, especially during peak shopping periods.
• Dynamic Ad Updates: Products like apparel and beauty now have dynamic ads that update product details automatically, keeping things fresh without constant manual input.
• Improved Reporting Insights: Meta has also enhanced its reporting tools, so brands can get a clearer view of their campaign performance and make data-driven decisions. This is particularly useful during high-stakes periods like Black Friday.

If you’re looking to engage more deeply with your customers this season, these tools could give you the edge. Learn more here

3. Instagram boosts DM engagement with creative new features ??

Instagram’s latest updates are all about making DMs more fun and engaging – and it’s clear the platform is putting more focus on private messaging as a key space for interaction. Here’s what’s new:

• Cut-Out Stickers in DMs: You can now create custom stickers from your photos and use them in DMs, adding a creative twist to your conversations.
• Drawing Tools: Personalise photos shared in chats with new drawing tools, similar to how you can customise content in Stories.
• Birthday Indicators in Notes: Instagram now shows birthdays within DMs, complete with confetti when tapped. A subtle nudge for more personal engagement.
• Seasonal Chat Themes: Freshen up your conversations with new chat themes, like "Fall" or even a "Sabrina Carpenter" theme.

Instagram is seeing a rise in engagement within DMs, as users increasingly share Reels and posts in private chats rather than through Stories or the main feed. For marketers, this could signal a shift towards building deeper, more personal connections with followers. Find out more here

4. TikTok launches search ads, taking on Google as a search engine ??

TikTok continues to evolve, and this time it's challenging Google in the search ad space. The platform has rolled out Search Ads Campaigns in the US, allowing brands to target users based on search keywords. Here’s why this matters:

• TikTok as a search engine: With 57% of users using TikTok’s search function, it’s fast becoming a key tool for discovery, particularly among younger audiences.
• Keyword-Based Targeting: Brands can now tailor ads to match TikTok’s unique blend of intent-driven and spontaneous search behaviours. This lets marketers capture attention at crucial moments of discovery.
• Boosting Conversions: Tests show that combining Search Ads with In-Feed Ads boosts conversions by 20%, with users more likely to engage with a brand after seeing a related search ad.
• The bigger picture: As TikTok’s search capabilities grow, the platform is positioning itself as a serious player in search advertising – offering brands an alternative to traditional search engines.

That said, the impending US TikTok ban, expected in January, could throw a spanner in the works. Learn more here

5. Pinterest launches Performance+, bringing more automation to ad campaigns ??

Pinterest is stepping up its game with its new Performance+ tool, combining automated ad solutions with Pinterest’s own audience insights to help brands run more effective campaigns. Here’s what it does:

• Real-Time Optimisation: Performance+ automatically adjusts targeting, bidding, and ad delivery based on real-time campaign performance, so your ads are always optimised.
• Tailored Recommendations: Based on audience insights, Pinterest provides recommendations to enhance your campaign’s performance without the need for constant manual adjustments.
• Better Performance: According to Pinterest, Performance+ campaigns lead to a 10% improvement in CPA compared to manual campaign setups.

With more than half a billion users, and Gen Z making up over 40% of the platform’s audience, Pinterest is becoming an increasingly important space for brands. Now might be the time to give Performance+ a try. Read more here

6. YouTube adds AI tools to boost video creation ??

YouTube continues its focus on helping creators, announcing several new AI-powered tools designed to make video creation easier. Here are the key updates:

• Veo Tool for Shorts: This tool lets creators generate video backgrounds for Shorts and even create six-second clips from scratch, giving creators more flexibility with their content.
• Hype Points: YouTube is introducing a system where fans can award ‘Hype Points’ to emerging creators, helping to boost their visibility.
• Community Spaces: YouTube is testing Community Spaces, which allow creators to engage more directly with their audience through dedicated areas for discussions and interactive content.
• Inspiration Tab in Studio: This new feature provides AI-generated suggestions for video concepts, helping creators brainstorm new ideas.

These tools give brands and creators alike more creative options to explore and connect with their audiences in new ways. Read more about the Made on YouTube updates on the Google blog here.

7. X (formerly Twitter) sees ad exodus as content moderation struggles continue ??

X (formerly Twitter) has released its first transparency report since 2021, shedding light on the platform’s ongoing moderation challenges. Here are some key stats:

• 5.3 million account suspensions in 2024, compared to 1.6 million in 2022
• A 26% increase in advertisers planning to reduce or cut spending on X, following concerns over content moderation in Brazil has banned X for refusing to remove disinformation accounts
• X has been facing a growing backlash from advertisers due to concerns over brand safety and Elon Musk’s erratic leadership. According to Kantar, nearly 80% of marketers have reduced or stopped advertising on the platform altogether.

Conclusion:

With AI playing a larger role in content creation and advertising, social platforms are giving marketers more tools than ever to connect with audiences in creative and engaging ways. Whether it’s tapping into TikTok’s search ads, using Meta’s AI-powered tools, or boosting engagement in Instagram DMs, these innovations offer exciting opportunities to refine your strategy and stay ahead of the game. Keep experimenting, and remember, the platforms are constantly evolving – so should your marketing tactics.

Oh, and come along to the next Social Circle where we unpack all of this and have a bevvie ??

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