Monthly Social Updates, September 2024

Are you struggling to keep up with the ever-changing world of social media? From matchmaking on Google to Pepsi-chasing pizza deliveries, 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. 

Threads continues to grow…

Threads is dead? Not quite…

Threads, Meta’s Twitter alternative, appears to be gaining momentum with 28 million downloads in August, placing it 6th overall on AppFigures’ download chart. Since January, Threads has climbed steadily in rankings, surpassing X. Despite these gains, Threads remains behind X in terms of users, with X still boasting 500 million monthly and 250 million daily active users. 

However, X’s user base has been shrinking, particularly in Europe and Brazil, where it has lost millions of users. While Threads has yet to overtake X, its rising download numbers suggest it could exceed 300 million active users by the end of the year, potentially becoming a more formidable competitor.

Snapchat fails to keep its young users safe in New Mexico

Snapchat faces a potential ban in New Mexico after a lawsuit filed by Attorney General Raúl Torrez alleges the platform has failed to protect children from sextortion, sexual exploitation, and harm. 

The New Mexico DOJ conducted an undercover investigation, revealing that Snapchat is a key platform used by criminals. The lawsuit claims that Snapchat’s design misleads users into thinking shared content disappears, while predators can capture and store it permanently. 

Snapchat responded, emphasising its commitment to safety and collaboration with law enforcement and online safety experts. The platform claims to have invested heavily in safety measures. However, if the allegations are proven, Snapchat could face penalties or a ban in New Mexico, which might also impact its advertising business. The case highlights ongoing concerns about user safety and whether Snap’s current measures are sufficient to protect young users from harmful content and exploitation.

Meta reveals its new marketing playbook for Reels

Meta’s new “Reels Performance Playbook” offers valuable insights for brands looking to enhance their holiday marketing strategies using Reels.  

With over 200 billion views per day, Reels have become a powerful tool for engagement, making short-form video essential for maximising reach. The 10-page guide outlines key strategies, including how to leverage the unique language of Reels, tap into trending content, and utilise various creative options to boost brand visibility. It also provides recommendations for effective Reels formats, helping marketers align their creative process with what drives results on the platform. Though concise, the guide offers actionable tips and inspiration to shape a more effective Reels strategy, making it a useful resource for brands planning their holiday campaigns. Happy campaigning!

X’s Brazil ban increases growth elsewhere

It wouldn’t be a social updates piece without commenting on X.

Following X’s ban in Brazil, Tumblr has reported a significant surge in activity, with a 30% increase in daily active users and a 222.99% growth in communities, as well as a rise in blog creation and community joins. While Tumblr’s growth isn’t as large as Bluesky’s, where half a million users joined in two days, the increase is still beneficial for the platform. Acquired by Automattic in 2019, Tumblr has been losing $30 million annually, but the recent boost in users could help improve its long-term prospects, especially if it continues selling ads.

Instagram rolls out new DM features

Instagram is enhancing its direct messaging experience with new features launching globally. These updates focus on personalisation and user engagement, making this one of the more exciting social updates on the list!

New customisation tools allow users to draw on and decorate images with doodles and Stickers, including a cut-out feature that turns photo elements into fun Stickers. Instagram has also added birthday reminders in the Notes bubble, displaying confetti animations when tapping a birthday note, helping users stay socially connected. 

Additionally, seasonal chat themes, like Autumn vibes or celebrating Sabrina Carpenter’s album, add a festive touch. With DM usage surpassing Stories and feed interactions, these updates reflect Instagram’s shift towards private messaging as a key engagement tool.

TikTok introduces a ‘Delete and Re-edit’ feature for posted videos

TikTok’s new ‘Delete and Re-Edit’ feature enhances flexibility and creativity for content creators, allowing them to revise videos without starting from scratch. Previously, once a video was uploaded, edits couldn’t be undone, but now users can remove or adjust changes such as music, effects, and filters directly within the app. 

This is especially valuable for creators working with TikTok’s built-in tools, enabling real-time adjustments, creative freedom, and extended content relevance. For influencers, marketers, and small businesses, this feature improves content accuracy, increases efficiency, and helps adapt quickly to trends. The update empowers TikTok users to stay agile, keep content fresh, and enhance audience engagement.

Australia cracks down on the spread of misinformation

Australia is introducing new legislation to fine social media platforms up to 5% of their global revenue if they fail to remove misinformation and disinformation.

The bill, modelled after Europe’s Digital Services Act, would give the Australian Communications and Media Authority  the power to investigate and penalise platforms. However, enforcement challenges arise due to the lack of universal definitions for misinformation, raising concerns about potential government overreach. 

X owner Elon Musk has criticised the proposal, arguing it could stifle free speech. Communications Minister, Michelle Rowland, emphasises that misinformation threatens Australia’s safety, democracy, and economy, with 80% of Australians supporting regulation. This push may have been triggered by Musk’s refusal to comply with an earlier content removal request from the Australian government.

Google introduces ‘Confidential Matching’ for advertisers

Google is introducing confidential matching, powered by Trusted Execution Environments to securely process advertisers’ first-party data for ads and measurement solutions. This privacy-enhancing technology ensures data isolation and security, preventing unauthorised access during processing. 

Confidential matching uses Google Cloud’s Confidential Space, proven in industries like finance, for data protection. It will be available at no cost, allowing advertisers to encrypt data before transmission and ensuring transparency with attestation. Google aims to expand this technology across more ad solutions, helping businesses protect customer privacy while navigating a changing digital landscape. Confidential matching is part of Google’s broader focus on secure, privacy-preserving ads technologies.

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Instagram gives parents more control over teen accounts

Instagram is introducing new protections for teen accounts in the UK, US, Canada, and Australia to enhance online safety for users under 18. 

The changes include default privacy settings, requiring teens to approve followers, limiting sensitive content, and muting notifications at night. Teens aged 13 to 15 will need parental permission to adjust these settings. Parents can also monitor who their child messages and their interests but won’t see message content. The move aims to address concerns about harmful content on social media. While seen as a positive step, critics stress the need for proactive content moderation and enforcement.

Pepsi calls on all of us to chase our pizza with a Pepsi…literally…

Pepsi has tapped into the Friday night pizza craze with its “PEPSI Chase Cars” campaign, offering free pizzas to customers who purchase Pepsi products and order from major pizza chains like Little Caesars, Papa Johns, Pizza Hut, and Marco’s Pizza. Running from 4-10 p.m. ET on September 13, the promotion targeted the 43% of pizza orders made on Fridays. Pepsi’s fun campaign video shows pizza delivery drivers being humorously chased by Pepsi-branded sports cars to ensure customers get a soda with their pizza. The effort is part of Pepsi’s #BetterWithPepsi platform, expanding on its popular food-pairing promotions.

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