You can never predict what might happen next in the world of social media. New apps launch (and fail), a tech billionaire purchases and rebrands a leading platform, and all of the platforms introduce features stolen from other platforms (okay that one we can predict now!).
Each month we will share the five biggest updates you need to know in the world of social media. And our Head of Social, Bryan Armit, will break down what this means for your brand and how you can capitalise on the shift.
Let’s jump into September’s social media updates…
TikTok tests new Google search partnership
This month, TikTok has been seen including Google search prompts in its in-app search stream. This TikTok-Google partnership, if realised, could be huge for brands.
Typically, TikTok is considered mainly for brand and product discovery, while Google is seen as bottom-funnel and action driven. Combining the two could present an interesting opportunity for marketers.
The potential partnership is unexpected but does appear to be mutually beneficial.
Google will benefit from increased Gen Z usage (something it’s admitted isn’t as strong as it would hope), and TikTok can continue to expand its role beyond just a social media platform.
By integrating Google's search capabilities, TikTok can provide users with more comprehensive and relevant results.
Meta Verified plans will be available for brands to purchase
Meta Verified is being expanded to businesses on Instagram, Facebook and WhatsApp. The paid subscription includes benefits such as business authentication with a verified badge, impersonation protection, account support and “features to help your business stand out.”
Worth it? Possibly, even just for impersonation protection. Instagram has a real issue with fake brand accounts, particularly when brands are running competitions on the platform. Although protection against this should be standard, anything to help build customer trust is a good thing.
Meta introduces new AI tools including celebrity chatbots
This month, Meta unveiled new AI tools including image editing, an AI assistant and AI chatbots that have licensed the likeness and personality of celebs such as Paris Hilton, Kendall Jenner and Snoop Dogg. Users will be able to message the AI chatbots on WhatsApp, Messenger, and Instagram.
However, the most exciting update is Meta’s AI Studio. In time, businesses will be able to create their own AIs that reflect their brand values and improve customer service and engagement across the Meta apps. Imagine creating your own brand mascot that your customers can ask questions and chat to. It takes brand personality building to a whole new level and presents exciting opportunities for creative campaigns.
Instagram introduces “Following” feed to Reels
Until now, Instagram has only offered a single Reels feed, which shows a combination of Reels from accounts that you follow as well as recommended clips. This new feed means users can choose to only see the latest videos from the accounts they follow.
This update won’t have huge implications for brands, but it could mean that more of your current followers will see your Reels. However, we all know the main benefit of Reels on Instagram is being able to reach new users who don’t currently follow your account.
Facebook allows users to have multiple profiles
Facebook users can now create up to four additional profiles under their account. These profiles can represent different things about the user, such as interests or communities that they belong to. Each profile will have its own friends list and Feed.
This is likely an attempt to encourage users to post more on the app - amid declining usage. Meta has noted several times that more people are now sharing content in their DMs (with small groups of friends) instead of posting to their main feeds.
This update is good news for social media managers who don’t want to link their own personal Facebook profile to brand accounts. Now you will be able to make a secondary profile that you can use just for work purposes.
Another win for social media managers!
