TikTok’s latest app is live, an interactive Era’s tour game and more on Meta AI.

Platform News

TikTok launched yet another photo-sharing app, but was anyone using the first one?

This week TikTok announced the launch of their latest app ‘Whee’. This platform is intended to be a hub for photo sharing amongst friends. Much like a blend between BeReal and Instagram, this app allows users to share photos in the moment and of their day-to-day experiences. It is clear that the intentions behind this app are to strip back the polished and perfect side of Instagram and create a space for organic image sharing. However, will this app take off? TikTok launched its ‘Notes’ app this year, and although of course we downloaded it to take a look as a social media agency, but we haven’t heard much about it since. Will ‘Whee’ get lost in the sea of apps too??

Still looking for that additional Taylor Swift fix on your FYP, well look no further!

As Taylor officially makes her way to London this weekend, our FYP’s are filled with Era’s Tour outfits, plans for the day and videos of concerts enjoyed before. But TikTok has also seen the love for Taylor and created an interactive in-app experience! This also comes soon after the return of UMG artists to the platform following their long court case being resolved.?

This interactive experience gives Swifties a chance to engage with challenges all based on themes or nuances of the tour, for example, they can collect friendship beads with other users, much like the in-person experience of swapping friendship bracelets at the eras tour. With many other challenges to complete, this feature will be live in the app for 11 weeks. This is a smart move from TikTok to connect with an ever-growing community on their app, as TikTok reports that content related to The Eras Tour has already surpassed 5 million creator videos!?

Okay, they have 100K followers, but how is their engagement? Instagram is here to help!?

Instagram has been slowly but surely developing its in-app features that enable creators to connect with brands and vice versa. Following the ‘partnership message’ update, brands are now able to see a new “Creator Insights” display on the creators profile, which provides a snapshot of their account performance over the last 30 days. This further solidifies the quick and easy access brands have to know if they should work with a creator.?

Development of in-app features that cancel out the need for external platforms and research tools is not something new to the world of social media, however the platforms themselves becoming more involved in the creator -brand relationship is up and coming, as the apps realise how integral creator and influencer marketing is to the future of the platform.

Need to know

This week Meta have announced their new AI-powered messaging options in messenger, to help brands with the ever increasing number of private messages, customer service inquiries through DM and product related queries. Although this may seem like just another platform update that includes AI, this is actually part of a much wider debate surrounding the future of AI and social media. Firstly, these automated responses remove a layer of human and personal contact that consumers turn to social DM’s for, at DN we carry out community management for all of our clients social channels, answering DM’s and comments and much more. Most of the time we find that consumers turn to social media as they are struggling with other automated features of brand communication. Secondly, if this feature is to be used, consumers would still need to use clear and concise questions to work with the AI system to ensure the correct responses. We aren’t sold on this new feature just yet and we think we will keep the human touch, but let’s keep an eye on how it goes!?

Influencer to watch

This week, we spotlight Faithfresh, the self-proclaimed ‘private chef (kinda lol)’.

In the crowded world of chefluencers, Faith stands out by being a 'private chef' for herself. She keeps her audience guessing, hinting that she might not be the private chef she claims to be.

This unique format explains Faith’s success:

• She masterfully uses clickbait in the private chef space, capturing and retaining attention.
• Her content is recognisable and memorable, offering a consistent pattern that users anticipate.
• She engages her audience by leaving them questioning her content.
• Faith is now known for formats like ‘making dinner for my super picky husband’ and ‘what I eat in a day (as a 25-year-old teenager)’, allowing her to explore different perspectives and expand her reach.

At DN, we understand the power of repeatable formats. Creating and committing to a unique selling proposition (USP) makes content production consistent and effective. With strong hooks and clickbait, brands can build personas like Faith’s, gaining loyal followers eager for more.

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