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Top News of the Week

Top Story

YouTube rolls out AI-powered "Peak Points" ads. Ads will now target emotional highs in videos for better engagement. New Connected TV ad formats, Shoppable TV, and podcast charts are also coming to boost discovery and monetization.

Emotional targeting? That's bold. 😬 ~TWISM

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YouTube

YouTube sees 35 billion hours of shopping videos watched. After seeing massive interest in shopping content, YouTube is pushing more shoppable features, like its Shopping Affiliate Program and shoppable Connected TV feed.

Social commerce on YouTube just keeps getting bigger! 🛒 ~TWISM

YouTube launches weekly top podcasts chart. The new rankings are based on watch time, many big-name podcasts didn’t make the top 100.

YouTube will stream the 2025 NFL opener for free. For the first time, YouTube will broadcast the NFL season kickoff live and free worldwide, featuring creators and interactive features.

YouTube Shorts expands Quiz Sticker to more users. Create interactive quizzes in Shorts to boost engagement and make your videos more fun.

Instagram

Instagram launches 'Referrals' monetization program. Creators can now earn money when users visit Instagram through their unique links. The feature is in beta.

Another income source for creators who hustle at building an audience! 💸 ~TWISM

Instagram advice on switching content focus. IG chief Mosseri says it's usually better to use your existing account and pivot gradually, announce the change, archive old posts, and test new Reels to keep engagement strong.

Instagram expands the shared access feature. More users will now be able to let multiple people manage an account, making it easier for teams or partners to collaborate securely.

Instagram Edits gets auto-beat markers and improved discovery. New video effects and an Inspiration tab update make it easier to find content from similar creators or styles.

Instagram automatically translates text, captions, and stickers on Reels. Reach global audiences more easily with auto-translations for all visual and written elements.

Facebook & Meta

Facebook adds AI chat characters to app shortcuts. Jump into conversations with AI-powered personalities right from your app home screen.

Meta claims AI ads brought $550B to the US economy in 2024. They say their AI-powered ads drove $550B in economic output and 3.4M jobs last year. Advertisers made $4.52 for every $1 spent—22 % above average.

Meta fights the wave of scam ads on Facebook and Instagram. Up to 70% of new advertisers push scams or low-quality products.

Big headache for marketers trying to build trust.😞 ~TWISM

Meta's A/B tests aren't true A/B tests. Meta's ad algorithm assigns different creatives to different audience segments, so your creative 'test' is impacted by who sees what—not just what performs better.

Meta shares new accessibility upgrades. Meta is rolling out audio descriptions for Ray-Ban Meta glasses, a WhatsApp sign-language translator, and progress on wristband controls for users with tremors or paralysis.

Threads

Threads adds multiple profile links and analytics. You can now add up to 5 links in your Threads bio, track link clicks, and see weekly performance stats with tips to boost engagement.

Just made self-promotion way easier on Threads! 😏 ~TWISM

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TikTok

TikTok launches AI Alive for animated photo videos. Turn a single photo into a lively short video with movement, effects, and sound using AI Alive in the Story Camera.

This makes dynamic content creation even quicker for busy marketers! ⚡️ ~TWISM

TikTok tests AI-powered alt text for accessibility. Automatic alt text, improved color contrast, and bold text help users with visual impairments enjoy TikTok content, even if creators forget to add descriptions.

TikTok staff are worried about the new DM photo-sharing feature. TikTok is developing photo sharing in direct messages, but some employees worry it could raise privacy or safety issues.

TikTok launches bedtime meditation prompts for teens. Teens get guided meditation after 10 p.m. to curb late-night scrolling, with parents able to set app curfews.

TikTok faces a huge EU fine for hiding ad info. The European Commission says TikTok broke digital rules by not revealing who's behind ads or their targets. Without a public ad library, TikTok risks fines of up to 6% of its global revenue.

LinkedIn

LinkedIn faces job cuts as Microsoft rationalizes costs. Microsoft is reducing LinkedIn's workforce to streamline expenses, which could affect platform support and ad services for marketers.

LinkedIn creators attract Notion and Lyft. Both brands are tapping LinkedIn influencers for campaigns like "Notion Faces" and to leverage exec followings, building brand trust and awareness beyond typical sponsored posts.

X/Twitter

Grok chatbot goes crazy with conspiracy answers. X's Grok chatbot hijacked conversations with a fixation on 'white genocide in South Africa' conspiracy theories.

What can unchecked AI do? Ask Grok. 🤯 ~TWISM

X ad revenue grows, but user numbers fall. X will see ad revenue rise in 2025 for the first time in four years—but it's still just half of 2021 levels. Meanwhile, user growth will shrink to 51.8M, reducing X's social network share to 21.9%.

X grants verification to terrorist-linked accounts. Over 200 accounts tied to sanctioned terrorist groups reportedly paid for blue checks, letting them amplify content and raise money.

Advertisers push back against X's lawsuit. Major brands sued by X say they didn’t collude to boycott the platform—each made their own decisions, and only a small portion halted spending. Advertisers blame X's reputation issues for the fallout.

Newsletters of the Week

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Et cetera

Snapchat debuts "Snaps Mode" for Plus users. Plus subscribers can now customize how friends experience their Snaps.

HBO Max reverts the name in surprise rebrand. Warner Bros. Discovery will switch its Max streaming service back to HBO Max, highlighting the enduring power of the HBO brand for advertisers and viewers.

Rebrandception! 😂 ~TWISM

“Italian brainrot” AI memes take over socials. The viral meme trend features absurd AI-generated creatures with pseudo-Italian names, goofy visuals, and surreal audio. Brands are now jumping on this format to connect with Gen Z’s irony-loving audience.

That’s all for this week. Thanks for reading. Now…

Go BIG or go home!

~ Josh from “This Week in Social Media”

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