Social Media Industry Round-Up #101: Instagram-Like YouTube Updates, Google’s New TBT Tool, Meta Is Buying AR Filters and New YouTube Promotion Goals
The Social Shepherd
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Every week, the Marketing team at The Social Shepherd puts together all the relevant industry updates in a round-up newsletter sent every Tuesday morning.
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Meta Is Buying AR Filters.
After announcing that Spark Studio would be retiring as of January 2025, Meta has started getting in touch with filter owners, offering to buy them.
According to the platform's terms of service, filters already belong to Meta once they're published, but the assets within the files remain the property of the creators. To acquire the copyrights for these items, Meta is offering a pre-set value.
What’s the problem here? Meta is paying the account owners (who don’t own the copyrights for the assets) and not the effect creators, as the platform removed the credit for creators who published filters on third-party accounts due to a change in the AR manager system, making it difficult/impossible to track the original creator.
Reel Ads Holiday Promotions Guide.
Meta has released a simple guide to share their top tips on how to utilise Reel ads for Instagram and Facebook during the gifting season, as short-form (driving over 200 billion views a day) has become a crucial content type for many brands’ success on social.
The best practices listed might be quite basic for some, but Meta has also included relevant data that can be key for marketing decisions during Q4 planning.
Reminder Ads Updates for Third Party Apps.
Meta has expanded its Marketing API for Reminder Ads, so marketers have as many functionalities for creating ads via third-party platforms as they would using Meta Ads Manager.
This is a very useful ad format to create anticipation for products and brand launches, and it’s a notable improvement by Meta to make it more accessible for those marketers who don’t create their ads on the same platform.
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Google’s Partnership With Wayback Machine.
To provide marketers and users with more research tools, Google has partnered with The Internet’s Archive, Wayback Machine so that they can access archived versions of websites and their content, even if it’s been removed.
This new update will be integrated into Google Search, appearing as a ‘see previous versions’.
New Website Visit Goal for Promotions.
YouTube has rolled out a new ‘website visits’ goal for YouTube Studio promotions, to allow brands and creators to drive traffic to their websites.
This means that YouTube Studio promotions now allow users to optimise ads for these goals:
YouTube says that channels will be able to utilise this new goal in ads shown on Shorts, in the main feed, and via skippable in-stream ads.
‘Add Yours’ Sticker for Shorts.
YouTube is finally rolling out ‘Add Yours’ stickers after testing the feature with selected users for the past two months.
This sticker encourages viewers to create and share their own content, in a similar way to how Instagram Stories’ ‘Add Yours’ works.
YouTube Shorts have been positively received by users and have now an average of over 70B daily views since launching in 2021.
Delete & Re-Edit Clips.
TikTok is currently testing the ability for users to delete a clip & re-edit to post it again. The platform would save the draft & edits done in-platform, which the user would be able to tweak and repost.
This could be a very useful tool for creators and social media managers, as it allows amending pieces of content & optimising them for better performance.
Creative Made Simple Webinar for SMBs.
TikTok is hosting a new webinar on September 26th, for small and medium businesses to learn how to elevate their content on the platform.