Monthly Social Updates, April 2024

Are you struggling to keep up with the ever-changing world of social media? From various new app launches to a looming TikTok ban, read on as we take a deep dive into the notable social updates throughout April that will get you up to speed in no time. 

The launch of TikTok Notes

It seems it was just yesterday that the world of social media was vying to keep up with the new kid on the block, TikTok. Fast forward a few years and the tables appear to have turned. TikTok has now launched a brand new app called TikTok Notes in a bid to compete with Meta’s Instagram.

This image-driven space will allow users to create and share their creativity through photo and text content. Likened to Instagram in terms of appearance, TikTok Notes will facilitate posting captioned photos and image Carousels to a feed flooded with static images rather than videos. However, where TikTok Notes differs is in giving users the power to create headlines for their posts, as well as being powered by the famous TikTok algorithm, which will help boost recommendations and aid discoverability. 

At this stage it’s hard to say whether Meta should be worried about the release of TikTok Notes. While Instagram has surpassed TikTok in terms of app downloads, users still spend more time browsing TikTok than they do Instagram. TikTok Notes has also only been launched in Canada and Australia for now, so only time will tell.

Twitch launched a TikTok-style discovery feed

After nearly a year of testing, Twitch is finally rolling its brand new TikTok-style feed out to its users. In a move to enhance content discovery, the new browsing feature will spotlight both clips and live streams from accounts you already follow and those who might be new, within their own dedicated feeds, much like TikTok. 

The Live feed will allow you to discover and interact with in-the-moment live streams from both already-followed accounts and one’s Twitch recommends. Simply tap on the avatar of the livestreamer you’re interested in and you’ll enter theatre mode where you can interact further. On the other hand, the Clips feed is filled with short-form video content taken from various livestreams. A creator’s avatar will notify you if that particular creator is live while you’re scrolling through.

The new discovery feed will launch as a tab within the mobile app, though for some this might already appear on the app’s homepage. As long as it adheres to community guidelines, all content is eligible to appear here.

Is Airchat the next big thing?

The launch of Airchat has caused quite the stir. As an amalgamation of Twitter and Clubhouse, Airchat quickly transcribes what you say into a post, allowing users to hear your voice alongside the transcription as they scroll through their feed. Posting with your voice may seem daunting, but there are options to re-record if you don’t quite get it right the first time.

Though Airchat could be a good way to finally hear the voices of the social media friends we’ve made along the way, is a text/audio network really the next big thing? While the speech-to-text function is flawless, there are already concerns regarding Airchat’s dedication to content moderation. Stating in previous statements that moderation will be in the hands of the users, it’s easy to see how Airchat could follow the likes of Substack and get itself into hot water.

LinkedIn launched Premium Company Pages

LinkedIn has started working on a new LinkedIn Premium Company Page subscription in order to further boost revenue and cater to small/medium businesses. The catch? The subscription fee starts at $99/month per page. 

The subscription will include AI to write content, new tools to grow follower counts, the ability to create Call To Action buttons, and a whole host of other features to raise the profiles of the companies using them. Tapping into well-known LinkedIn mechanics, the subscribed companies will be able to attract customers, build credibility, stand out to their audience, and even receive a golden badge (a coveted trophy in the world of LinkedIn verification).

LinkedIn is in a good position right now to launch its Premium Company Pages, given the ongoing changes on other social media platforms and social engines. The change in these algorithms ultimately dictate what users discover and where disinformation runs riot and having a safe space and credible profile on LinkedIn just might be the answer to combatting this.

Biden signs TikTok ban into law

Parent company ByteDance has taken to social media to announce that it won’t be relinquishing ownership of TikTok, forcing a US-wide ban of the popular app. But should creators start preparing to jump ship immediately?

TikTok has no plans to go down without a fight and it could be a few years yet before the bill makes it to the Supreme Court for ruling. This does, however, mean that it would be wise for US creators to begin to consider directing some of their creativity elsewhere in the event that TikTok is taken away from them. 

 In the meantime, the platform is going nowhere and US creators are still free to enjoy all it has to offer.

Instagram tests new Blend feed for private content sharing

Private content sharing is taking off on social media and Instagram continues to honour this by testing out its newest feature called ‘Blend’, which is essentially a combined Reels feed for you and a friend, based on the Reels you share with each other. 

By tapping into the user behaviour of sharing Reels via DM, Instagram adds to its growing list of ways in which it is facilitating private sharing in-app, such as Inbox Notes, Channels, Collections, and Close Friends. 

While Blend is still very much in its testing phase, the new feature could create an even more engaging in-app experience, by allowing group content discovery. 

Dove pledges its allegiance to real women over AI models

To mark its 20th anniversary, Dove is looking to differentiate itself from its competitors by committing to not using AI models in lieu of real women in its advertising going forward. Its new campaign ‘The Code’ depicts women submitting prompts to AI-image generators only to be met with unrealistic results. The video then shows Dove’s vision for what the technology could make, portraying a diverse array of women/beauty standards. 

The brand has established a set of Real Beauty Prompt Guidelines that aim to help users of AI image generators create more representative images. A study revealed that 24% of US women and 41% of US girls agree that using AI to create different versions of themselves can be empowering, but Dove hopes to steer these enthusiasts in the right direction with these guidelines. Ambassadors such as Drew Barrymore and Reba McEntire have also been enlisted to help raise awareness.

Marmite smuggles itself into NYC with the help of loyal fans

The beloved British favourite, Marmite, has recruited daring fans to smuggle jars of its product from London to New York. Studies continuously show that Marmite is one of the most-longed-for products by British expats in the United States. 

In its new campaign, which is running across OOH, social, radio and TV, Marmite is asking its fans to fly from London to New York as Marmite Smugglers, by texting the brand on WhatsApp. To spread the word, Marmite created phone kiosks, poster sites, a distress call across the radio, and even a 90’s expose style film showing off the antics. 

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