December 18, 2024
Platforms are evolving fast, but not all changes are worth a marketer’s time. Between AI tools promising creativity on steroids, platform updates throwing curveballs, and users craving more authenticity, it’s starting to feel like social media is finally maturing. But are brands keeping up?
Simplifying or stifling creativity?
- Hashtag limits shrunk to 5. Testing a maximum of 5 hashtags per post could force brands to prioritise relevance over reach. (Finally, Instagram’s given us a reason to stop keyword stuffing like it’s 2013.)
You’ll need to focus on quality keywords rather than spamming your posts. Test combinations, analyse engagement, and double down on what works. Source
- DM filters for creators. A new tool lets creators see messages only from people they follow.
Great for creators; tricky for brands sliding into DMs. Expect engagement strategies to shift more towards comments and public conversation. Source
- Reels carousels testing. Carousels are coming to Reels.
Yay! Brands can mix video storytelling with carousel-style tips and tutorials, offering new ways to hook attention and drive saves. Source
TikTok
Creativity on autopilot (but watch the risks)
- Symphony creative studio. TikTok’s AI video tool lets brands generate videos using text prompts, URLs, and Getty Images.
(Think of it as instant noodles for content. Quick, easy, but a bit bland if you’re not careful.)
Well, it saves time, but beware of cookie-cutter content. Brands risk losing their unique voice. Source
- Re-editing posted videos. A blessing for marketers who need quick fixes without the shame of deleting. Source
(As if we haven’t all posted and immediately regretted that typo. Phew.)
- AI voiceover tool: Users can now create their own AI voiceovers. Source
It seems TikTok is leaning hard into AI while promoting authentic creativity (a paradox?). Savvy brands will balance both, using AI to enhance, not replace.
YouTube
Shorts grow up and analytics get serious
- Poll stickers for shorts. A clever engagement tool that makes vertical video more interactive. Source
(Yes, people will click. No, you don’t need to ask if pineapple belongs on pizza.)
- Content-specific filters. New analytics filters allow you to track video views by Shorts, long-form, or live streams.
Brilliant, now you can identify what’s working fast, double down, and justify content investment to stakeholders. Source
Meta and LinkedIn
The steady giants
- Facebook/Instagram comment disabling. Brands now have the option to turn off comments on ads. Possibly a lifeline for reputation management, but it stifles engagement. Use sparingly. Source
(Like switching off a fire alarm—helpful in emergencies but risky as a long-term plan.)
- LinkedIn video carousels: LinkedIn wants to be YouTube-lite. The opportunity is to create engaging video series for B2B audiences. Maybe product walkthroughs, expert Q&A, or behind-the-scenes content. Source
LinkedIn’s new media planning API is a godsend for agencies. Use it to optimise spend and improve campaign ROI. Source
Oh, and some rather useful industry trends
- The authenticity gap. 63% of consumers prefer raw, relatable content. Source
- Roi in question. Social CPMs are projected to hit record highs, with TikTok leading the increase. Brands will need sharper creative, targeted engagement, and smarter media planning to keep costs down. Source
- Short-form video saturation: while short-form video remains dominant, brands risk audience fatigue.
Worth thinking about balancing short clips with longer-form content that builds deeper engagement. Source
- Bluesky, Threads, and Mastodon are gaining traction. Forward-thinking brands should test emerging platforms to stay ahead of competition and audience migration. Source
- The rise of social search. 22% of consumers now use social media instead of search engines for brand research.
Optimise your profiles for discoverability with clear, search-friendly content and keywords. Source
The time for experimentation is now
Social media’s evolution is at a tipping point. Platforms are offering more tools for creative engagement, but brands risk drowning in AI sameness and overstretched budgets. The winners? Those who experiment, balance tech with authenticity, and move fast.
Need help sorting the signal from the noise? Let’s have a chat. Book a call with us and we’ll show you how to turn these updates into real growth for your brand.