Including X, Meta, TikTok and more.
Happy July, PR pros and comms teams! Before you head out for the holiday, check out some updates to your favorite social platforms, including the use of more AI-powered tools to guide you on your quest for improved engagement and better content. Here’s what you need to know this week.
X
As a part of its broader strategy to boost ad revenue and improve the platform, X will soon move to charge advertisers based on the size of their ads in the feed, rather than just performance.
According to X owner Elon Musk, the change could mean that advertisers will now pay more for larger, more visually prominent ads.
In major news, X has now moved away from hashtags in promoted posts and ads. The hashtag was invented on the Twitter platform, but Musk is no fan. Musk announced that “Starting (June 27), the esthetic nightmare that is hashtags will be banned from ads on X.”
Meta
Facebook recently introduced passkey login for enhanced security on Facebook Messenger. Passkeys, much like a key code, allow for easier login with improved safety.
The feature is being rolled out gradually to ensure a smooth transition.
In addition, Meta announced the launch of new AI-powered tools to enhance ad creation and targeting.
The platform will roll out AI-driven video generation capabilities for advertisers as well as business tools that can help brands automate tasks and improve customer interactions.
These new tools should promote greater efficiency, effectiveness and personalization for marketers and businesses, according to Meta.
TikTok
TikTok is testing a new feature it’s calling Bulletin Boards for improved community engagement.
Social Media Today reports that “Bulletin Boards in this context are one-to-many DM chats, with these profiles then able to post updates, including text, image and video content, that their fans can follow.”
In other words, brands and creators can now communicate directly via DMs to large groups of followers. They’re able to share text, photos and videos up to 20 times each day.
The app also created Countdown Bidding for creators to sell products during a live stream, like a virtual auction.
This newly launched feature can help boost sales and engagement while creating buzz over a new product or service, according to TikTok.
To further user engagement, TikTok also launched live Fan Clubs for creators. Fan Club members get exclusive access to content and perks during livestreams.
According to TikTok: “Fan Club levels allow your followers to unlock different perks. As they complete missions to earn fan points and level up, they’ll earn rewards and access to exclusive Gifts to send to a creator’s LIVE videos.”
To drive more video creation, LinkedIn has unveiled new video header images to make your content standout in the feed.
After creating a video, users will now have the opportunity to choose a feature image or header for your content.
The feature also applies to newsletters, which helps enhance the content.
Additionally, LinkedIn has launched an Advanced AI-Assisted Search for recruiters. This feature allows job recruiters to use conversational search queries to find job candidates.
You can then “translate your conversational language query into a structured search criteria, which is can then use as a basis for a search,” Social Media Today reports.
Instagram is enhancing integration with its Edits app. There are now new keyframe features being included for more precise editing of content, according to the app-makers.
The update also includes advanced editing tools for more creative content and users can have more control over video and image editing. This also includes the removal of background noise and voiceovers.
On a slightly smaller scale, Instagram also launched background colors and emojis for Notes. This update is geared for the added effect of standing out while communicating with other creators and followers, according to Instagram.
YouTube
At the end of this month, YouTube is increasing its age limit for live-streamers.
From YouTube: “As of July 22, we are increasing the minimum age required to livestream to 16 years old. This means that creators will need to be 16 or older to be able to livestream on YouTube. Additionally, livestreams featuring 13-15 year olds who are not visibly accompanied by an adult may have their live chat disabled and the account may temporarily lose access to live chat or other features.”
YouTube will now begin testing its AI-powered discovery tool to help users find content. The AI search results will help users gain more personalized content recommendations while enhancing user engagement and support by suggesting related videos to their query.
“That could help creators get more views on certain clips, by showcasing a wider range of content based on expanded understanding of your initial query,” Social Media Today reports.
Only select users have access to the tool during this trial. The experimental feature is also being tested with a limited audience.
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.
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