Brain rot, third party links and social media restrictions in Aus

Platform News

Instagram’s latest DM upgrades 

From allowing your friends to see where you are, adding a nickname or sending more stickers than ever before, Instagram’s latest updates bring the DM function of the app to be more and more similar to apps such as Whatsapp. The app has also begun testing the placement of the DM button, as Adam Mosseri claims the chat feature is used much more than the post feature, it will now be placed front and centre in your control bar. These developments continue to solidify that Instagram is clearly looking to make its app more focused on community and the sharable side of content, with developments in broadcast channels and allowing brands into the private space as well. 

TikTok is quietly testing third party product links in posts 

For a long time we have been able to link outside the TikTok app to websites in paid ads, however TikTok is now trialling this through organic creator content to continue to push the shopping and sales side of the app. This is an interesting development as TikTok has been focusing its efforts on TikTok Shop for such a long time, this would allow users to link outside the app to shop. This is still in its testing phase with a few organic creators testing the feature, we’ll keep an eye out to see how this develops. 

Social Media is 16+ over in Aus

As one of the first countries to make this leap, the Australian Government has introduced a new law banning kids under 16 from using social media. It’s part of changes to the Online Safety Act but doesn’t apply to messaging apps, online games, YouTube, or platforms focused on health and education. Social media companies will need to show they’re making serious efforts to enforce the rule but can’t ask users for government ID to prove their age. Big platforms could face fines of up to $AUD49.5 million ($US32.2 million) if they don’t comply, though parents and kids won’t be penalized. This is planned to take effect one year from now.

Need to Know

Nano-creators lead in engagement for the beauty category

Engagement with beauty content from nano and micro-influencers is far outpacing that of those with larger followings, according to influencer marketing platform Traackr’s ‘The Beauty Influencer Engagement Rate Benchmark’. This latest report supports information we have known for a while, creators with smaller communities have much more engaged followings as audiences feel more closely connected to the creator. This applies outside of the beauty community. At DN we aim to work with more nano and micro influencers than larger creators, as their word is more highly valued by their audience than large influencers who promote lots and often. 

‘Brain rot’ is officially the word of the year

"Brain rot”, a term we in the social world are too used to hearing, describes the effects of consuming excessive low-quality online content. And brain rot has officially been named Oxford's Word of the Year. Its popularity surged 230% from 2023 to 2024, beating finalists like "demure" and "Romantasy.". This not only reflects the ever growing presence of over consumption in our lives, but the broad concerns for the ways social is being used across the country.

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