In the ever-evolving world of social media, innovation is key. This week, we’re looking at the intersection of AI and social media—from Meta’s AI focus and TikTok’s AI profile pictures, to Pinterest’s streamlined pin creation, and YouTube’s restrictions on ad-blocker users. We’ll also highlight TikTok’s mental health resources, discuss free business promotion on social media, and round off with some best practices. Prepare for a quick, engaging dive into the latest in social media marketing.

META is doubling down on AI

The integration of generative AI across Meta’s platforms such as Instagram and
WhatsApp is high up on Meta’s to do list. The company aims to capitalize on the AI wave currently sweeping the tech industry, following the success of AI models like ChatGPT developed by companies such as Microsoft and Google.

Meta’s CEO, Mark Zuckerberg, highlighted the significance of AI in driving their roadmap, alongside their vision for the metaverse. With that statement in mind, there are already plans to use AI recommendations to optimize the feeds on Facebook and Instagram.

Additionally, Meta aims to offer tools for creating ads using AI. They have introduced the Anything Model (SAM), capable of identifying objects in images and videos even if they haven’t encountered them before. They also provide AI-generated ready-made Stories for users on Facebook, demonstrating the importance of AI in their advertising and content formats.

In summary, Meta’s focus on AI is driven by the aim to improve user experiences,
enhance monetization, and compete with other major players in the AI field.

TikTok testing new AI-powered profile picture generator

Not just Meta, but TikTok as well is busy getting involved within the AI field. Reportedly the company is testing a new generative AI profile image generator within its app.

Social media expert Matt Navarra shared examples of this new feature, which allows users to create custom AI-generated profile images.

To generate these avatars, users need to upload 3 to 10 photos of themselves, which TikTok’s system then uses to create a variety of avatar variations and styles. The process also includes information on how TikTok will handle and delete the uploaded pictures.

Aside from Meta and TikTok, generative AI is gaining popularity across all social media. LinkedIn, Snapchat and Twitter are also exploring the potential of generative AI in their respective platforms

Pinterest rolling out simplified pin creation process

Pinterest is simplifying its creation flow by consolidating all of its creation features into a single stream.

Previously, certain features were only available in specific Pin formats or for users with business accounts. The update allows all content creators to access features such as links, post-publish editing, flexible aspect ratios, music, text overlay, stickers, and more.

Pinterest is also introducing enhanced metrics, including views and watch time, to better track Pin performance. Additionally, the ability to add links to all images and videos opens up opportunities for referral marketing and in-app purchases. Paid partnership tools, product tagging with affiliate links, and emoji reactions on all Pin types are also being rolled out.

These updates offer improved functionality and business potential on Pinterest. Users should therefore start to consider incorporating these elements into their Pin strategies to maximize their effectiveness.

YouTube experimenting with restricting content-access for users with ad blockers

YouTube has launched an experiment to block users from watching content when ad-blocking apps are active in their browsers.

Some users are being presented with a pop-up message instructing them to disable their ad blockers or make an exception for YouTube.com in their ad-blocking rules to continue watching videos. This move indicates Google’s more aggressive approach to combatting ad blockers and maximizing promotional opportunities.

The company has been implementing restrictions on ad-blocking technologies over several years, and now it seems they are aiming to prevent apps from blocking their ads. With the integration of generative AI in Search and the need to maximize ad exposure, Google is focused on maintaining its ad business and keeping ad partners satisfied.

YouTube has been a prime target for ad-blocking providers, and this experiment reflects Google’s efforts to crack down on ad blockers. Although currently a limited test, it may expand in the future.

TikTok supporting mental health awareness month with new resources

TikTok has launched several initiatives for Mental Health Awareness Month. During May 2023 the company introduced a new in-app hub called #MentalHealthAwareness, which will provide information, assistance, and direct connections to support organizations and resources. The hub will be regularly updated with educational videos, mental health creators, and organizations dedicated to raising awareness.

TikTok is also creating a ‘Mental Health Media Education Fund‘ to improve mental health support messaging and donating over $2 million in ad credits to well-being organizations.

Additionally, TikTok is offering training sessions to partner organizations to enhance their messaging on the platform. These efforts aim to provide direct support, boost mental health awareness, and reach vulnerable youth on the popular social app. TikTok’s focus on mental health is crucial, considering its significant influence on younger audiences and its potential to shape perceptions and attitudes toward mental health conditions.

Guide for promoting your business for free

Entrepreneur and marketing expert Angie Gensler has created an infographic that provides 25 suggestions for promoting a brand.

The aim is to help businesses maximize their promotional activities and explore different approaches to boost awareness and success. While many of the suggestions may already be familiar to readers, Angie suggests that seeing them in a list format could inspire new perspectives or prompt the exploration of new angles for brand promotion.

We recommend the full post by Angie Gensler for further insights into these promotion tactics.

Best Practices

Fenty Beauty on TikTok

Fenty Beauty is rocking it on TikTok!

With 2.3 Million followers and regular views in the 5 digit to 6 digit area this
beauty brand knows how to amaze the viewers.

A major reason for that might be that the brand produces witty videos with a lot
of diversity. They show how their products look on different races, as well as
ages, highlighting that Fenty Beauty is suitable for everyone!

They even have some huge celebrities on board like Rihanna!

Take a closer look.

Boohoo on Instagram

Boohoo utilizes Instagram as a key platform for its marketing and branding strategies. Here are some of the strategies that Boohoo uses to entertain, keep and gain their followers:

1. Visual Storytelling: Boohoo creates visually appealing and captivating
content to showcase its fashion products.
2. Influencer Collaborations: The brand partners with popular
influencers and celebrities who have a significant following on
Instagram.
3. User-Generated Content: Boohoo encourages its followers to create
and share content featuring Boohoo products using specific hashtags.
4. Sales and Promotions: The brand utilizes Instagram to announce and
promote sales, discounts, and special offers to its followers.
5. Behind-the-Scenes and Lifestyle Content: Boohoo provides glimpses
into its brand and the lifestyle associated with its products.

Overall, Boohoo uses Instagram as a platform to showcase its fashion products, engage with its audience, collaborate with influencers, and create a lifestyle brand image.

Nike on YouTube

One of YouTube’s well performers is the world’s largest supplier of athletic shoes:
Nike.

Part of their success, with almost 2 million followers, is that instead of only posting the typical paid ad, they also produce shows. Not like whole series with 45-minute episodes, but in their collaborations with Influencers and Athletes, they started creating short videos, in which the athlete and role model is in the spotlight. They tell their stories, how they got into their respective field and what motivates them to keep going. With these stories, Nike shows another side of its brand and the people that already trust in the brand. They also highlight and embrace diversity and social issues through these videos, creating awareness and positioning itself as an ally and not only as a brand.

Gatorade

Authenticity is on a marketing-high thanks to Gen Z and Gatorade knows how to deliver exactly what the crowd wishes for!

Gatorade has a long-standing history and credibility as a sports drink brand. Its
association with high-performance athletes and its presence in sports events
contribute to its authenticity and trustworthiness in the eyes of the young
generation.

At the same time the brand has emphasized social responsibility by supporting
youth sports programs and initiatives, which is another important topic in the eye
of the average Gen Z consumer.

Overall, Gen Z tends to support brands that demonstrate a commitment to social
causes & present their own authentic self, and Gatorade’s involvement in
promoting active lifestyles aligns with these values.