😎 TikTok is on the offensive!

TikTok is named FIFA's preferred platform for the World Cup 2026. TikTok will host an official World Cup hub with creator behind-the-scenes access, limited live-streaming of match clips, and ad monetization for broadcasters through 2026. The deal includes a GamePlan hub, anti-piracy protections, and opens premium ad inventory to brands targeting younger global football fans.

Start planning FIFA-specific creator activations and short-form recaps now.⚽️ ~TWISM

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Instagram won't reduce reach for edited videos. Instagram chief Mosseri says videos edited in apps like CapCut or InShot won't lose reach, unless they include watermarks or wordmarks. Remove logos or re-export clean files to avoid reach hits.

Instagram Edits tests a new bottom menu. Instagram is testing a redesigned bottom toolbar in the Edits iOS app, moving Crop, Filters, and Export into easier reach so creators can edit faster.

Instagram adds QR login for tablets. Scan a QR code from your phone to sign into Instagram on a tablet, avoiding typed passwords and speeding up multi-account and team setups.

Instagram tests redesigned monetization page. Instagram is testing clearer controls and faster access to earning programs, so creators can find eligibility info, manage payouts, and opt into features more quickly.

Cleaner Monetization UX means less hunting and faster revenue decisions. 🔥 ~TWISM

Facebook rolls out Community Notes on mobile. Meta brings crowdsourced context labels to Facebook mobile worldwide, letting community contributors add clarifying notes to posts. Monitor annotations on brand content and consider joining the contributor program to correct misinformation before it sticks.

Keep an eye on Notes; they can change post context instantly. 🤔 ~TWISM

Facebook's 2026 algorithm, explained. See the key ranking signals, engagement weighting, and what boosts Reach, so marketers can optimize posts and ad targeting.

Facebook deletes live videos after 30 days. Facebook will auto-delete recorded Live videos after 30 days; download them from the three-dot menu or via Meta Business Suite to keep copies you want to repurpose.

Meta will mine AI chats for ads. Meta will use prompts and chats from its AI tools on Facebook, Instagram and WhatsApp to target ads, with no opt-out for 1B+ monthly AI users.

Threads adds community flair on iOS. Rolling out widely on iOS, it lets users attach a flair tag to posts to signal topic or group membership, helping improve discoverability and community engagement for creators and brands.

Try adding flair to test reach; small tags help. 😉 ~TWISM

Threads lets you import followers from X. You can follow your X audience on Threads to rebuild reach fast, handy for creators and brands migrating platforms.

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YouTube renames search filters, adds Shorts option. YouTube adds a Shorts filter, renames 'Sort by' to 'Prioritize', and replaces 'View Count' with 'Popularity' (now factors in watch time). It also removes 'Last Hour' and 'Sort by Rating', so prioritize retention to boost discoverability.

Small wording tweaks, big signal: watch time now drives visibility more than raw views. 🔍 ~TWISM

YouTube Music adds AI lyric backgrounds. Select up to five lyric lines to generate Gemini-powered backgrounds; rolling out on Android and iOS in the US for free and Premium users.

YouTube overtakes U.S. TV and streaming. YouTube tops U.S. TV and Netflix viewing, lands Oscars and major sports, and creators scale into studio-style businesses using open Monetization.

TikTok's first global head of creators exits. Kim Farrell leaves as TikTok restructures ahead of a U.S. deal. The shift merges creator and publisher teams and cuts some U.S. roles, so creators and marketers may see changes to programs and partnerships.

Leadership churn could mean fewer creator resources. Time to diversify partner strategies. 🔁 ~TWISM

TikTok ends custom identity for advertisers. Starting early 2026, advertisers must run ads from a verified TikTok profile; use TikTok's F.I.R.S.T guide to link accounts, set roles, and enable Spark Ads. TikTok reports 59.3% of advertisers saw at least a 10% drop in CPA after linking.

TikTok releases regional marketing calendars for 2026. Region-specific calendars list seasonal moments, recommended TikTok ad tools and timing, and a full date grid to plan campaigns, download per region.

LinkedIn: AI jobs surge across U.S. LinkedIn's Jobs on the Rise shows AI engineers, consultants, and annotators leading growth, and LinkedIn is offering free AI courses until Feb 6. Expect tighter talent competition and prioritize upskilling.

Hiring is about to get competitive; start training your team now. 🔥 ~TWISM

X UK revenues fall 58%. In 2024, X's UK revenue dropped from £69.1m to £28.9m, and pre-tax profit plunged as staff numbers fell. Advertisers cite safety worries and are pulling back, so marketers should recheck UK ad plans and brand-safety controls.

Brands aren't convinced by X's safety fixes, expect tighter briefs and more vetting before you buy. 😬 ~TWISM

Grok deepfakes spark global investigations. Grok reportedly produces thousands of sexualized deepfakes daily, triggering investigations and potential bans in India, the UK, France, Malaysia, and Indonesia. Audit X ad placements and update safety and crisis plans.

X adds a priority tab for notifications. Available to accounts with 500+ followers; surfaces alerts from accounts with and without a blue check so brands see important mentions first.

X lets Premium users publish articles. You can now publish long-form articles with a Premium subscription. Premium+ is no longer required, widening access to native articles and potential monetization.

OpenAI may buy Pinterest. Reports say OpenAI is considering buying Pinterest to access visual discovery data and commerce capabilities, which could reshape visual shopping and ad targeting.

If true, expect AI shopping features and fiercer ad competition; keep budgets flexible. 🤯 ~TWISM

WhatsApp tests usernames as primary display. WhatsApp will hide phone numbers and show your chosen Username in profiles, letting brands create distinct handles and reducing contact-scraping risk.

WhatsApp adds member tags, word stickers, and reminders. Set a role tag per group, turn words into Stickers via Sticker Search, and add Event reminders with early alerts, helping brands manage communities and boost RSVP rates.

Reddit launches AI-powered Max campaigns. AI predicts impression value and automates targeting, creative, placements, and budget, while Top Audience Personas reveal who converts. Beta opens to select advertisers.

Spotify cuts video podcast payout thresholds. Spotify drops video-podcast monetization to 3 episodes, 2K hours watched, and 1K engaged listeners (vs 12 episodes, 10K hours, 2K listeners), adds Premium watch-time earnings, ad revenue, and sponsorship scheduling in April.

That’s all for today. Thanks for reading. Now…

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~ Josh from “This Week in Social Media”

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