Social Scoop Unplugged #7
Stay ahead with the latest social media updates in this week’s Social Scoop Unplugged. Meta has launched the “Movie Gen” AI video creation tool, allowing users to generate HD videos from simple prompts. While this innovation opens new creative doors, concerns about authenticity remain. Additionally, Meta is revising its data policies, clarifying how user-generated content will be utilised for AI training. TikTok is rolling out automated ads for the holiday season, while Pinterest shares Halloween trend insights to boost brand visibility. Discover how these updates can enhance your social media strategy and keep you ahead of the game!
Meta Shares Fresh Reels Ad Tips for the Holiday Season
With half of all time on Instagram now spent watching Reels, it’s clear that ads here can make a real splash. Meta’s just dropped a bunch of ad tips ahead of the holiday push, including updates on their evolving Advantage+ campaigns, Reels ads, working with creators, and getting creative with AI.
Following last week’s Agency Partners Summit, Meta’s published a new set of guides and tips online for everyone to dive into. The 19-page Reels ads guide is particularly worth a look if you’re planning to up your ad game this holiday season. It’s packed with practical tips to get the most out of your Reels ads—like insights on Reels usage, engagement, and a few straightforward tips for creating content that’ll resonate.
Meta highlights that with half of all time on Instagram dedicated to Reels, it’s a prime spot for maximising your promotional reach. While the usual tips like “make it entertaining” make an appearance (easier said than done!), the guide also delves into production strategies, advice on incorporating Reels into your creative pipeline, and step-by-step instructions on activating Reels ads in your campaigns.
Whether you’re looking for ways to improve your Reels ad performance or just curious about what’s new from Meta’s Agency Summit, this guide is a fab starting point. Plus, it’s only one of several new resources they’ve released, so there’s plenty more to explore if you’re keen!
Meta Unveils ‘Movie Gen’ AI Video Creation Tool
Hold onto your hats—Meta is shaking things up again with its latest innovation, the “Movie Gen” AI video creation tool! Soon, you’ll be able to create your own videos featuring everything from baby hippos to actors twirling spaghetti, all ready for sharing.
Imagine placing yourself in fantastical scenarios—like riding a unicorn or performing with your favourite band! Movie Gen generates high-definition videos based on your text prompts, unlocking new creative possibilities and fresh content ideas.
But let’s be real. While these creative tools are undeniably cool, will they resonate with users? Social media is about connection—sharing real experiences with friends and family. Are AI-generated videos truly filling that void? They might look impressive, but at the end of the day, they’re not genuine moments. Is a video of you as an astronaut, created with a few typed words, really what we want to post? It raises questions about engagement and authenticity.
The Value of AI Features
When considering the value of these AI features, I wonder how they fit into the broader social media experience. Sure, they’re fascinating as novelties and showcase technological achievement, but do they offer real utility? Meta’s previous attempts, like AI chatbots in Messenger, didn’t quite hit the mark—who cares if a chatbot mimics Kendall Jenner when it’s not actually her?
Meta seems eager to push these engineered experiences on us, hoping we’ll warm up to them. They’re also exploring AI bots for simulating interactions with creators and celebrities, but are these experiences genuinely social?
During the recent Meta Connect 2024, CEO Mark Zuckerberg stated that he envisions AI transforming every aspect of social media:
“Every part of what we do is going to get changed in some way [by AI].”
I’m all for innovation, but I worry these AI tools may just become flashy novelties that lose their charm quickly.
Practical Applications or Just Novelties?
Sure, there are practical applications—like AI characters promoting products in live streams or creative options to enhance posts. There’s potential, but the gap between technological advancement and engaging use remains wide.
So, as we anticipate the rollout of Movie Gen, let’s discuss what we truly value in our social media experiences. After all, authentic connections are what matter most.
No, You Can’t Stop Meta Using Your Data via IG Story
Right, let’s clear this up once and for all.
For those still steadfastly avoiding any actual research or understanding how these things work—despite having the entirety of human knowledge at your fingertips—let’s break this down:
Posting a message on your Instagram Story declaring “Goodbye Meta” does absolutely nothing. It’s pointless. You can’t initiate any sort of legal claim with a mere IG Story.
It’s like Michael Scott from The Office shouting that he’s declared bankruptcy—totally futile and misguided. This idea has been debunked repeatedly in various forms.
This same message has been circulating since June when Meta announced it would start incorporating user content into its large language models, which power their AI systems. When celebrities like Rafael Nadal jump on the bandwagon, it naturally gains traction. But let’s be clear: the usage you’re trying to oppose is something you’ve already agreed to by clicking “I agree” on the app’s terms of service.
What Meta Is Really Doing
Meta has explicitly stated it will use your public posts for AI training. Here’s what they said:
“We use publicly available online and licensed information to train AI at Meta, as well as the information that people have shared publicly on Meta’s products and services. This includes things like public posts or public photos and their captions. In the future, we may also use the information people share when interacting with our generative AI features or with a business, to develop and improve our AI products. We don’t use the content of your private messages with friends and family to train our AIs.”
So, rest assured, your private posts and DMs are safe. However, anything you share publicly on Meta’s platforms is fair game for their AI training.
EU Users Have Options
If you’re in the EU, you can opt out of having your posts used for AI training through the “Right to Object” option. Unfortunately, users in other regions currently don’t have this option available.
Engagement Theatre
Posting vague threats about “an attorney” won’t change a thing. As Meta clarifies:
“Sharing this story does not count as a valid form of objection.”
It’s not a legal filing or an official document. It won’t trigger any kind of alert in the algorithm that says, “Oh, this one knows,” which means your content will still be up for grabs.
In short, it’s nothing but engagement theatre. Even worse, it could signal to potential scammers that you’re gullible enough to fall for such hoaxes, marking you as a target for future schemes.
Facebook Refreshes Its Image for Young Users
Facebook is on a mission to reclaim its status as a go-to platform for young people, especially after witnessing a surge in activity among younger users in recent months.
Currently, there are 40 million young adults engaging with Facebook daily across the US and Canada—the highest number in over three years.
What’s Behind the Surge?
The increase in usage can be attributed to Facebook’s enhanced AI-driven content recommendations, encouraging all users to spend more time on the app. Notably, the consumption of Reels has risen by 20%, making it a key player in the platform’s revival.
New Updates to Attract Young Audiences
Introduction of New Tabs: Facebook is rolling out “Local” and “Explore” tabs to consolidate content from Reels, Marketplace, Groups, and Events.
Central Hub Concept: The goal is for Meta to act as a central hub, enabling young people to discover:
Places to hang out
Groups to join
Affordable items on Marketplace
Focus on College Students: These updates particularly target college students who may be relocating to new campuses or areas, positioning Facebook as a vital connector for this demographic.
What’s in the Local Tab?
As Meta explains:
“We know people use Facebook to connect with their local communities, so we’re investing in ways to make that even easier. We’re testing an experience that pulls together the best local content from across Facebook into a single tab called ‘Local’. Whether it’s nearby activities, local groups offering free stuff, or recommendations about neighbourhood hot spots, you’ll find it all in the new Local tab.”
This dedicated tab aims to enhance connections, making it simpler for young users to find content that resonates with them.
Current Testing Locations
However, it’s worth noting that this feature is not yet widely available. At the moment, the Local tab is being tested in major US cities like Austin, New York City, Los Angeles, Washington D.C., Chicago, Charlotte, Dallas, Houston, San Francisco, and Phoenix.
Discover More with the Explore Tab
In addition, Meta is also trialling a new “Explore” tab that will spotlight content from Pages you don’t currently follow, tailored to your interests.
While this may seem similar to the current Facebook feed, which is already filled with AI-recommended content, Meta claims this feature is specifically designed to showcase just how well its systems understand you.
As they put it:
“Explore is designed to show you content that doesn’t just entertain but helps you dive deeper into your interests, get inspired by real people and expert communities, and take the next step. It’s unique to each person’s interests, and we use a wide variety of signals to power our algorithm so that your content will reflect the things you’re into. Whether you’re seeking time management hacks, tips for travelling abroad for the first time, DIY tricks for repurposing furniture, or running groups for marathon training, the Explore tab will have even more of what you’re looking for.”
TikTok Launches New Automated Ad Features for the Holidays
As the holiday season approaches, TikTok is introducing exciting new ad automation options to attract advertisers.
• Smart+ Solution: TikTok has rolled out “Smart+,” a fully automated ad tool that handles everything from creation to bidding. Advertisers just need to input their assets, budget, and targeting goals, and Smart+ takes care of the rest. According to TikTok, this feature aims to deliver the right ad to the right person for optimal performance.
• Industry Naming Trends: The use of the plus symbol in automated ad solutions is becoming standard across platforms, with Meta’s “Advantage+” and Pinterest’s “Performance+” leading the way. This helps create a clearer understanding of these features.
• Strong Results: Early testing of Smart+ has shown a 52% increase in return on ad spend for advertisers using the new tool, indicating its potential effectiveness.
• Introducing GMV Max: TikTok is also launching “GMV Max” to automate TikTok Shop campaign creation. This feature simplifies ad operations, reducing setup time by half and helping sellers reach their audience across various shoppable placements, all in one campaign.
Get Ready for Halloween with Pinterest Insights
Halloween is just around the corner, so it’s time to plan your spooky promotions and themed parties. Pinterest’s latest “Halloween Trends Report” offers valuable insights to help you out.
Pinterest has revealed some exciting Halloween search trends this season:
• Pop Culture Costumes: Searches for “it girl Halloween costumes” are up 170%, showcasing the influence of new pop stars.
• Sports-Inspired Looks: Interest in “sports costume ideas” has surged by 265%.
• Vintage Themes: “Vintage Halloween” searches are up 50%. “90s Halloween decorations” have increased by 140%.
Notable Costume Ideas
While there isn’t a single standout trend like Barbie from last year, here are some noteworthy ideas:
• Gothic Glam: “Soft vampire makeup”: +475%, “Clown makeup looks”: up 1870%.
• Pop Culture Icons: Charlie XCX: +2345%, Kesha: +510%, Ariana Grande: +460%.
Dressing up as glamorous figures may feel easy, but why not lean into the trend?
Trending Characters and Themes
Hot character and theme searches include:
• Animal Print Makeup: Cheetah print: +570%, Leopard print: +670%.
• Couple Costumes: “Dallas Cowboys cheerleaders costumes”: +550%, “Shark Boy and Lava Girl” costumes have jumped 4245%.
Halloween Food Trends
Here are some trending Halloween food ideas:
• “Ghost pizza”: +850%
• “Halloween popcorn bar”: +110%.
These insights can help you shape your Halloween strategy for successful promotions this spooky season!
Pinterest Expands Campaign Automation Elements
Pinterest has launched “Performance+,” an AI-powered tool to streamline ad campaigns. With automated targeting, budgeting, bidding, and even ad creation, Performance+ allows advertisers to focus on their business while Pinterest takes care of the details. Plus, its image generation features help create eye-catching visuals, making the creative process even smoother.
Promising Results from Testing
Initial tests have shown that many advertisers experienced at least a 10% improvement in cost per acquisition (CPA) for conversion and catalogue sales campaigns. While it might feel like giving too much control to the algorithms, these results suggest that automation can yield better outcomes. Pinterest is also rolling out Performance+ bidding for ROAS (Return on Ad Spend) across all markets for qualified advertisers, helping you optimise not just for clicks but for maximum value.
Personalised Promotions for Shoppers
In addition to campaign automation, Pinterest is enhancing personalised promotions. This feature highlights relevant discounts and offers based on users’ search and pin history, making it easier for brands to connect with shoppers during crucial shopping moments.
These updates offer exciting possibilities for brands, especially with Pinterest’s growing influence in product discovery and purchase decisions. There are valuable options here to help you maximise your holiday campaigns.
Threads Climbs the Charts:
Meta’s Threads app just took the top spot on iOS downloads for September, according to AppFigures. While many apps saw dips over the summer, Threads is holding steady, showing it still has plenty of pull.
Despite the overall slowdown in app downloads, Threads is capturing attention. Now, just because it’s getting downloads doesn’t mean a wave of active users will follow—we’ve all downloaded an app and forgotten about it, right? But this does suggest that Meta may be onto something with its Twitter alternative.
Threads got an extra boost when X (formerly Twitter) was banned in Brazil, bumping Threads up to number 5 on the download charts. Not exactly a meteoric rise, but holding a top-five spot is no small feat! Meanwhile, X has dropped down to 42nd place in the U.S. download charts, not great for a platform once considered a social media giant. And despite Elon’s rebranding efforts, X remains categorised as a “News” app on iOS, even though it heavily relies on user content.
Threads is closing in on 200 million users, but unseating X won’t be a walk in the park. Whether you’re rooting for Threads or sticking with X, it’ll be interesting to see where these platforms go next!
That wraps up this week’s Social Scoop Unplugged! 🚀 Remember, the world of social media never stops evolving, and neither should your strategy. Stay curious, keep experimenting, and don’t forget to adapt to these exciting updates as they unfold.
If you’ve found this helpful, share it with your network or drop me a message with your thoughts and feedback. Until next time, keep shining and be creative online!