Social media platforms are constantly evolving to better serve their audiences. As central hubs for millions of businesses, platforms like TikTok, Pinterest, and Meta are enhancing their features for brands, creators, and everyday users. 

Here are some of the most recent updates you need to be aware of: 

The power generative AI throughout TikTok

TikTok have grouped their AI tools under a new suite called Symphony, rebranding some existing tools and launching new ones. These include: 

• Symphony Assistant: Formerly Creative Assistant, this helps you ideate creative ideas (e.g. asks for TikTok ideas for a brand or refine a script)  
• Symphony Creative Studio: This turns minimal inputs into videos, such as generating a video from a product link, and it can even translate videos.
• Symphony Digital Avatars: Perhaps the most 'cutting-edge' launch, TikTok will allow you to build custom avatars and generative AI avatars of real people, allowing you to launch multi-lingual campaigns and fine tune your creative output. 

Learn more here. 

Taking notes 

Instagram Notes, a relatively new feature aimed at enhancing communication with people you care about, is expanding its capabilities. Users will soon be able to leave notes directly on Reels and feed posts. This addition is designed not only for personal interactions but also for brand engagement, enabling real-time reactions and feedback while scrolling through content. This feature allows users to engage more deeply with posts and provides a new way for brands to connect with their audience.

Meanwhile, YouTube is testing a feature similar to X's Community Notes, which allows viewers to add context and insights to videos. Currently available only in the US, this feature has the potential to impact branded content by offering additional context to drive more informed viewer interactions. As this feature develops, it could become a valuable tool for creators and brands looking to enhance engagement and clarity in their content.

Image Source: YouTube Official Blog. 

Pinterest paid partnerships

Paid partnership ads on Pinterest feature content created by influencers or creators, which highlights their collaboration with a business. Brands can now work with Creators to develop native content in this new format.

According to Pinterest, creators can tag a brand that sponsors them to create a Pin with paid partnership. The brand can then promote this Pin to create an Idea ad with paid partnership.

When the Idea ad is published:

• The ad will appear with a profile image of the creator.
• A 'Paid partnership' label will be featured on the ad to disclose that a relationship exists between the creator and advertiser.
• The ad will be shown on mobile to the creator’s followers and relevant Pinners.

Early tests have shown 1.8x higher watch times than benchmark!

Image Source: Pinterest. 

Meta’s AI Studio 

Meta has launched its own AI Studio. The tool allows creators to make an AI chatbot either in their likeness or as a character based on their interests.

AI chatbots can be used by creators to answer DMs and Story replies in a way that is customized based on their content, personal details, and off-limits topics. Meta says chatbot responses are clearly labeled as AI, and is powered Llama 3.1, Meta’s new AI model. 

Initially, Meta’s AI studio will be available for US users who can follow a best practices guide to help users build their dream chatbots. 

Do you have any questions about how your brand can utilize the new features? Reach out to us at hello@digitalvoices.com to learn more about the opportunity of these platform updates.