Monthly Social Updates, October 2024

Are you struggling to keep up with the ever-changing world of social media? From tackling mental health with Brian Cox to a huge push in AI, read on as we take a deep dive into the notable social updates throughout September that will get you up to speed in no time. 

Pinterest and LinkedIn’s Ad Tracking Practices Come Under Fire

Pinterest and LinkedIn faced regulatory scrutiny over data tracking practices. Ireland’s Data Protection Commission fined LinkedIn €310 million ($336 million) for breaching EU privacy law (GDPR) by insufficiently disclosing its ad-tracking practices, ordering full compliance. LinkedIn claims adherence to regulations but will adjust to meet the ruling.

Separately, privacy group Noyb filed a complaint against Pinterest for tracking users by default without explicit consent, arguing this breaches EU rules. These cases underscore rising regulatory pressures on tech firms to prioritise user-consented data practices amid growing public distrust of default tracking methods across social platforms.

YouTube Just Lost Major Artists in a New Licensing Dispute 

You may have noticed some music missing from YouTube lately, including tracks from artists like Adele, Green Day, and R.E.M. This stems from a licensing dispute with the Society of European Stage Authors and Composers (SESAC), whose partnership with YouTube is soon set to expire. Despite the existing contract, YouTube has already started removing SESAC artists’ music, showing error messages in place of those tracks.

According to Variety, this move may be a negotiation tactic, prompting SESAC artists to push for a new deal. SESAC, while smaller than groups like ASCAP, represents influential artists. YouTube remains optimistic about reaching an agreement soon. However, there’s a possibility that the dispute could linger, as seen in Universal’s months-long standoff with TikTok. For now, stay tuned for further social updates on YouTube’s music negotiations.

Snapchat and Google Partner Up for AI Push

Snapchat CEO Evan Spiegel recently confirmed that Snap is integrating Google’s Gemini AI to enhance its “My AI” chatbot, moving beyond its initial partnership with OpenAI’s GPT models. This shift suggests that Google’s Gemini offers unique strengths, especially in handling multiple types of content—text, audio, images, and videos—which could better serve Snap’s multimodal needs.

Spiegel explains, “My AI is a brilliant best friend… a chatbot for general questions, learning, and fun conversations.” Google’s translation and visual context capabilities appear to be driving the shift.

While Snap may still collaborate with OpenAI, it seems poised to rely more on Google’s tools. Stay tuned for further social updates on Snap’s evolving AI approach.

Meta Reveals New Brand Safety Controls 

Meta is introducing new brand safety and placement tools for ads on Facebook and Instagram, offering brands more control over how their promotions appear. First, Meta is testing the option to disable comments on ads before publishing, allowing brands to choose between open or no comments for sensitive campaigns.

For expanded ad placement controls, brands can now block ads from appearing on specific Instagram and Facebook profiles using a “publisher block list.” Meta’s also enhancing its block list options, allowing businesses to work with Meta partners like Integral Ad Science (IAS) to apply third-party lists that suit their brand. Expect more social updates as these tools evolve.

Instagram admits to lowering the quality of less-viewed videos

Instagram’s recent announcement that it will lower the quality of older, less popular videos has raised some eyebrows among creators, with many calling it “alarming.” Adam Mosseri, head of Instagram, mentioned that the platform prioritises higher quality for more popular content. This decision left some users feeling disheartened, especially those who have shifted their focus to Instagram. One creator, Siete Savone, expressed concern about how this might impact the quality of original artistic work, noting that no one should worry about their content being downgraded due to Instagram’s “engagement bias.” Social updates are important, but this move seems to contradict earlier efforts to support new creators. As some pointed out, it risks reinforcing a cycle where established creators benefit while smaller ones struggle to gain traction.

@influicity

Did you hear the news? 🤔 Instagram has just admitted that they lower the quality of old videos and stories in highlights when they haven’t been seen for a while. This targets smaller creators and put them at a disadvantage, and here’s why. #socialmediamanager #socialmediamarketing #instagramreels #instagramtips #socialmediatips #socialmediaexpert #goingviral

♬ original sound – Influicity

TikTok Agrees to UnitedMasters Deal

TikTok is strengthening its ties to the music industry with a new partnership with UnitedMasters, a major distribution platform for independent artists. This collaboration will give TikTok access to UnitedMasters’ entire music catalogue, enhancing exposure for its artists and creating commercial opportunities through TikTok’s Commercial Music Library.

According to TikTok, UnitedMasters has launched the careers of many emerging talents, including BigXThaPlug and Tobe Nwigwe. Notably, their hit “Gata Only” became TikTok’s #1 Song of the Summer globally. With this deal, TikTok reinforces its role as a key platform for music promotion, supporting artists while driving trends and revenue in the music industry. Stay tuned for more social updates on this exciting development!

TikTok Ramps Up In-Store Sales Tracking

TikTok is teaming up with location data company InMarket to help businesses measure the real impact of their TikTok ads on in-store visits. This new measurement solution uses various touchpoints to track conversions, giving brands insight into how their online promotions translate into in-store sales.

According to TikTok, a store visit conversion occurs when someone visits a physical store after seeing a TikTok ad, allowing advertisers to gauge the effectiveness of their campaigns. Early results show promise, with 121 out of 126 campaigns measured showing a significant lift in retail and dining. This collaboration offers a clearer link between online engagement and offline actions, giving brands valuable data to enhance their in-store performance. Plus, TikTok recently introduced a “Conversion Lift Study” option for additional insights.

Could X be Ending 2024 in Debt?

X has spent the entirety of 2024 making headlines for all the wrong reasons. Controversy after controversy has plagued the app, spearheaded by owner Elon Musk’s own beliefs and actions. With 2024 coming to a close, it seems that Musk’s platform will reap the consequences of its actions financially. Internal documents claim that X is set to make $2.9 billion in revenue for 2024, which is primarily powered by ad sales; contrary to Musk’s desires, subscription payments have barely moved the needle, only contributing 6% of the company’s total revenue. Putting this $2.9 billion into context, the company pays $1.2 billion per year in debt, let alone the other costs it must front. As such, it seems X will once again have to face plummeting revenue; as it has every year since Musk took over. 

YouTube Finally Extends Shorts to 3 Minutes

YouTube Shorts are about to get a significant upgrade with longer video lengths! Starting October 15, creators can upload Shorts of up to 3 minutes, tripling the previous limit of 60 seconds.

According to Todd Sherman, YouTube Shorts’ director of product management, this change will make storytelling more immersive for creators. He noted in a blog post that this was a highly requested feature, and they’re excited to offer more flexibility for creators to express themselves.

TikTok has already ventured down this path, extending its video lengths in 2021 from 60 seconds to 3 minutes. Now, TikTok videos can be as long as 10 minutes, while uploads can go up to 60 minutes, reflecting its competition with YouTube for longer-form content.

ASICS warns the world about the workplace mental health threat

This month’s top ad is headed by ASICS and Brian Cox (no, not the professor), in lieu of World Mental Health Day.

They are taking a stand against corporate wellness culture, sounding the alarm on the dangers of nonstop desk work. By casting Cox as the “world’s scariest boss” (a treat for Succession fans), ASICS delivers a powerful PSA, calling on office workers to take action against a hidden threat to mental health—their own desks.

The campaign urges employees to look beyond surface-level wellness perks like free fruit or “Wellness Wednesdays” and prioritise their mental health by taking regular movement breaks during the workday.

Supporting this message, ASICS conducted the “Desk Break” experiment, led by Dr. Brendon Stubbs of King’s College London, showing that just 15 minutes of movement can boost mental well-being by 22.5%.

Reflecting on the project, Cox shared, “I’ve played some intimidating characters, but who would have thought a desk could be scarier? It’s great to see ASICS encouraging people to support their mental health through movement.”

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