This week's top stories: TikTok and Google ramp up AI search and Instagram Creator Marketplace adds 10 new countries

Welcome to the Battenhall Weekly, Edition #15

1. Google and TikTok step up AI-powered search

TikTok is testing AI-generated search results using ChatGPT, as well as a more general ‘search highlights’ feature. Not to be outdone, Google has also revealed its move into generative AI, featuring a redesign of its search engine called ‘AI Overviews’, which will provide users with AI-generated summaries at the top of search results. Meanwhile, TikTok has also announced that any AI-generated images or videos on the platform will be automatically labelled as such by third-party systems.

2. Instagram extends creator marketplace to 10 new territories

Instagram recently announced that its Creator Marketplace has been expanded to 10 new countries. Content creators in Mexico, Argentina, Turkey, Israel, Spain, Indonesia, France, the Netherlands, South Korea, and Germany can now use the platform's Professional Dashboard to connect with brands and establish partnerships.

3. X announces AI tool to targeted audiences

X continues to press forward with its generative AI strategy, announcing a new feature called AI Audiences. This feature will enable advertisers to describe the specific audiences they wish to target, and X’s AI matching system will generate the most relevant audiences that align with the request. Users will also have access to descriptive information about the audience, such as their interests and location, allowing advertisers to refine their search if necessary.

4. Threads introduces post view count feature

Threads users will soon be able to see how many people have viewed their posts – a useful feature for businesses and content creators on the platform. Meta is attempting to position Threads as a serious competitor to X by enhancing the platform with more advertiser-friendly analytical tools and customizable UX features, such as offensive word filters.

5. Data shows longer Reels can affect engagement

Instagram’s content team recently stated during a creator event that posting longer Reels (more than 90 seconds) can negatively affect the performance of the post. During the session, Instagram CEO Adam Mosseri took part in a Q&A with participants, offering insights into what helps and hurts the distribution of Reels. Mosseri also revealed other things to avoid including reposting unoriginal content, engagement bait, and digitally watermarked reuploads.

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