Social Media Industry Round-Up #76: 3-Minute Reels on Instagram, TikTok’s Simplified Commerce Promotions & YouTube’s New AI Disclosure Requirements

Every week, the Marketing team at The Social Shepherd puts together all the relevant industry updates in a round-up newsletter sent every Monday morning.

This way, we keep our team, clients and interested marketers up to date with what's going on in the social media industry :)

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TESTING - Longer Reels on Instagram

Instagram is currently testing increasing Reel length to 3 minutes of imported clips instead of the current 90-second limit.?

This might be a way to compete with TikTok (now incentivising creators to share longer clips) and improve user engagement on the platform.

Instagram Ads Promo Codes

We already shared a sneak peek of this update last week, but Instagram has finally launched the new ‘Ads with Promo Codes’ globally.?

This way, marketers and brands can incentivise shoppers to purchase using the promo codes listed on the platform, which can be applied in the checkout process.

Half-Price Ad-Free Meta Subscriptions?

After many complaints from privacy activists, Meta is considering halving its ‘Ad-Free Subscription ’ packages in Europe, as asking users to pay for their privacy is not in the spirit of the EU’s new Digital Markets Act (D.M.A.).

This means the subscription cost could be reduced to 5.99 euros from 9.99 euros.

TESTING - Live Subscriber Perks on TikTok

TikTok keeps testing and adding features for live streamers to encourage them to be more active on the platform and help with audience engagement.?

Some of the latest features under testing include performance requests, live shoutout prompts, Discord roles, gaming partnerships, and priority comment responses.

TikTok US Statistics

Amid the US TikTok bill, the platform has shared a new report by Oxford Economics with data on how the platform contributed to the US economy in 2023 and hopes that it will make some senators vote against the proposal to force the app into U.S. ownership.?

• SMBs that marketed or advertised on TikTok generated nearly $15 billion in revenue in 2023
• $24.2 billion contributed to U.S. gross domestic product (GDP) in 2023
• 224,000 jobs were supported by SMBs using TikTok as a platform to grow and expand their business

Simplified Commerce Promotions on TikTok

TikTok has announced new updates to its Video Shopping Ads and launched a new ad placement in the Shop tab to showcase products.?

• Video Shopping Ads: Now available globally and with some new elements to make them a more appealing and simplified consideration.?
• Shopping Ads: The platform will also enable brands to automatically populate their product catalogue into formats like Carousel and Product Tiles.
• Shop Ads Product Card: Will allow marketers to promote their products directly within the Shop Tab “with just an image and details from their product catalogue.”

AI Disclosure Requirements on YouTube

YouTube has launched a new element within Creator Studio where creators will have to disclose when they upload realistic-looking content that ’is altered or synthetic and seems real’ and has been created with AI.

TESTING - Audience Filters for Retention Statistics

YouTube is testing an update within its YouTube Studio to allow creators to dig into how different segments of their audience are engaging with their content:?

• Subscribers and non-subscribers
• New and returning viewers
• Organic and paid traffic

This update could be very beneficial for creators to understand which parts of their content appeal to different types of audiences.

David Beckham x Stella Artois?

Stella Artois has appointed David Beckham as the brand’s official partner & launched a new and satirical campaign named 'A Taste Worth More'. However, Beckham is not the centre of attention in this campaign.?

The brand has decided to 'humble' the superstar and focus on the product, not the celebrity. To top things off, Stella has only used Beckham’s hand for their OOH advertising, as his face was 'a bit distracting'.

Our NEW Managing Partner & US Growth Plans

We're proud to introduce Maria, our Managing Partner in the US! Maria & Zoe talk about how the US team are doing so far and their main challenges and goals for 2024.?