Social Media News December 2024 - part 1 | MKTRSU #21

From TikTok fighting for its life (again) to LinkedIn’s fancy new profile trick, the social media world has been busy. Meta’s helping creators stay out of “Facebook jail,” Instagram’s testing a sneaky Reel tool, and Threads is gearing up for… more bots? 🫠

Plus, X’s AI is getting artsy, California’s cracking down on mental health warnings, and OpenAI’s video AI is here—but don’t get too excited yet.

Intrigued? Let’s break it all down. 👇

….aaand before we actually start, small disclaimer: there MIGHT be another newsletter later this week about how 1 silly meme ruined my Youtube channel and Instagram profile for the foreseeable future. Stay tuned!

Hi! My name's Mark Valasik 

and I help B2B companies to flip their Marketing Right Side Up 📈 ⬆ 

Let's connect and discuss how I can help your company build its brand on social media!

1. LinkedIn Adds Revolving Slideshow Option for Profile Banner Images

LinkedIn is stepping up its profile game by letting users turn their banner image into an auto-revolving slideshow. It’s a small but interesting feature to help catch more eyes on your profile—just remember, less is more when it comes to visuals.

2. Meta Announces Interactive Updates for Broadcast Channels

Meta has rolled out some interactive upgrades for its broadcast channels:

• Replies to Broadcast Channels: Your followers can now directly reply to your broadcast messages, adding more engagement options.
• New Chat Prompts: Encourage discussion within your channel with predefined prompts, similar to Reels’ prompts.
• Performance Metrics: Insights to see what’s working (and what’s not) through number of interactions, story likes, poll entries etc.

3. TikTok Partners with Nielsen to Track Cross-Media Ad Campaign Performance

TikTok is teaming up with Nielsen to help advertisers track their ad performance across platforms, including digital, connected TV (CTV), and traditional TV. The partnership provides insights into TikTok’s contribution to audience reach and helps advertisers place ads more effectively across media.

4. TikTok Ban Drama: Emergency Filing, Sale Deadline, and a People's Bid

TikTok’s ongoing US legal saga is heating up:

• Appeals Court Decision: A US appeals court upheld the law requiring TikTok’s sale by January 19, 2025, or face a nationwide ban. This is part of a long-standing battle between ByteDance and the US government. 
• Emergency Block Request: TikTok has filed an emergency motion to block the US sale-or-ban law, arguing that even a temporary ban starting in 2025 could severely harm their operations. 
• A Billionaire’s Bid: Billionaire Frank McCourt’s Project Liberty is advancing plans for a "people’s bid" to buy TikTok, pulling together investors to preserve user-centric ownership.

The clock is ticking, and the future of TikTok in the US remains uncertain. Get it? Click is ticking and TikTok? No? I’ll show myself out… :/

5. Meta Expands Strike Removal Feature to Instagram and Facebook

Meta is extending its strike removal program to all Facebook users and Instagram creators. First-time violators can take in-app training to remove minor strikes from their accounts, but serious violations—like posts about exploitation or drug sales—remain non-negotiable.

6. X Unveils Aurora AI and Expands Grok Chatbot Access

X (formerly Twitter) has some new toys for its users:

• Aurora AI: A photorealistic image generator has been added to X’s Grok AI suite. While it’s impressive, concerns linger over its ability to reproduce copyrighted characters and public figures. 
• Grok AI for All: X’s Grok chatbot is now available to all users. It can analyze posts, generate images, and even provide sassy responses (because who doesn’t love a little attitude?). God help us all.

7. Instagram Rolls Out ‘Trial Reels’ for Non-Followers

Instagram is testing a new feature called “Trial Reels,” allowing creators to share videos with non-followers without them appearing on their grid or followers’ feeds. After 24 hours, creators can review the performance metrics (views, likes, comments, etc.) and decide whether to post it or archive it. This feature will roll out globally soon for professional accounts. However keep in mind, this is basically just a testing tool, not a sure-shot way of distributing your reels to non-followers…

8. Threads Adds Handy API Updates

Threads has expanded its API with new tools to help creators and brands stay on top of their game:

• Fetch public posts that mention you to stay engaged.
• Search top or recent posts by keyword to refine your strategy.
• Embed Threads posts into websites or apps with oEmbed code.
• Reply, repost, or quote posts directly from third-party publishing tools.
• Track shares alongside existing metrics.

Sounds like there’s gonna be a WHOOOLE lot more bots on Threads soon 🫠

9. California’s Push for Social Media Warning Labels

California lawmakers are working on a bill that would require social media platforms to display warning labels about potential mental health impacts, particularly for kids and teens. If passed, it could set a precedent for how platforms approach user well-being in the digital age. Similarly to what Australia passed last week for a law.

10. OpenAI launches it’s generative video AI called SORA

OpenAI launches SORA generative video AI capable of passable cinematic panorama shots and animated shorts aaaand that’s about it…it struggles with object permanence, realistic physics, and complex movements, making many videos look obviously artificial. Despite the limitations, Sora’s ability to generate realistic textures, recognizable shapes, and even legible text in some cases is both exciting and VERY concerning. As Sora and similar AI models improve, distinguishing between real and AI-generated content online will become increasingly difficult in an already challenging age of people believing basically anything on the internet. Since the public launch the servers are under massive load and OpenAI stopped account creation (which is necessary even with existing ChatGPT subscription just as a formality). Watch MKBHD’s review on Sora.

BONUS. Instagram using you to reactivate old accounts?

Lately there’s been more and more rumors and conspiracy theories about Instagram further slashing your reach both on public content and private content (stories) AND using you to reactivate old users. The reach part is always a stretch because there are no objective reasons and ways to prove or disprove that. It could very well be a platform-sized affect on viewer numbers, but it also could be that people are just tired of your current content and skip your stories quicker, destroying your organic reach as a by-product.

However what’s been more-or-less confirmed is Instagram’s sneaky way of weaponizing you to slash reactivation costs! Have you ever noticed how when you find a silly meme that you want to send to your significant other, your siblings, best friends or colleagues, you hit the Share icon and then you have to actually scroll for a bit to find the right people? And have you ever noticed how Instagram sorts them based on recency  of “quality interaction” with these people? Let’s say your Friend A keeps sending you reels, and you keep watching them and sending them back, right? Friend A will be among to very top suggestions for who to send the new meme to. Meanwhile Friend B used to be big on sending your Reels but lately fell out and doesn’t send as many back as they used? Well Friend B will slowly but surely drop lower and lower in that Share suggestions list.

But what does it have to do with anything?

Well, Instagram users started to notice that the first couple icons are those of recent interactions, but the lower ones (not even needing to scroll lower, they are just there in the viewport!) are of obscure accounts you last interacted 7-9 years ago and completely forgot you still follow them.

Could be a bug? Sure. Could be intentional? I mean…

If you consider what a cost of acquisition might be for users who are NOT interested in the platform, this might be a conspiracy-theory territory stretch, but it might as well be the true intention behind these weird suggestions!

Let me know if you noticed either the drops in reach OR the obscure Share suggestions!

Till next time!

Cheers,

Mark.