ICYMI: TikTok's Testing Collab Posts
While Instagram's pushing short Reels
I just got back from Duel Tech’s Social Commerce Summit in New York where I shared my evaluation framework for new apps and platform features: The Teen Girl Hierarchy of Needs. Scroll down for the formula!
Plus, the social apps continue to morph into dupes of each other as they borrow successful features and formats.
⏰ 1-SECOND SUMMARY
The dots are gone! Instagram carousels look just like Threads
Meta Verified for Business has new tiers of support from $50 to $350 per month
Instagram told creators to keep videos less than 90 seconds
TikTok is testing a “Collaboration” feature to add up to 5 creators on a post
TikTok sued the US government for forcing ByteDance to sell off the app
YouTube is testing a new AI tool to help you come up with video ideas
The influencer-to-red-carpet-reporter pipeline was strong at the Met Gala
Celebrities are joining LinkedIn as part of a new L’Oreal campaign
💻 ROADMAP
📲 Meta Updates
During an event with creators on Thursday, Instagram discouraged long videos, saying that Reels that are longer than 90 seconds can “hurt distribution,” according to The Information’s Sylvia Varnham O’Regan.
Yet the platform is running tests that allow for 3-minute and even up to 10-minute Reels. TBD on how that’s going to turn out if audiences only want to watch short-form video.
Meta added three new tiers to its Meta Verified for Business plan. In addition to the standard $14.99 plan, they’re offering the $44.99/month “Plus” plan, the $119.99 “Premium” plan and $349.99/month “Max” plan, all of which have varying degrees of support, safety features, improved discovery and the ability to add links to Reels posts. Some people love it, others hate it.
The dots are gone! Instagram is testing their carousel UX. Some users (including me!) now have IG carousels that resemble the Threads carousel experience.
Apologies to anyone saw me raving about the stop-motion carousel you could create with the “hold and scroll” dots.
Meta is running a global test to let users cross-post images from Instagram to Threads. Note: if you opt in your hashtags will be converted into plain text so you’ll still want to go in and edit for inconsistencies.
📲 TikTok Updates
A new collaboration feature has been spotted on TikTok that would allow creators to invite up to 5 other creators to collab on a post — similar to Instagram’s collaboration feature. See an example from Will Smith and his E1 team Westbrook Racing here.
As expected, TikTok sued the US government over the new act that would force the app to be divested from its China-based parent company ByteDance or face a ban in the US. So, what happens next: The courts have to balance First Amendment rights versus national security concerns.
TikTok will automatically label AI-generated content when it's uploaded from certain platforms.
TikTok is hosting a "Creative Made Simple" webinar on May 16th for small to mid-sized businesses. RSVP here.
📲 YouTube Updates
YouTube is testing an AI tool that helps generate new video ideas. Creators in the invite-only experiment will find the content inspiration tool on desktop by navigating Studio > Analytics > Research.
📲 Pinterest Updates
Pinterest launched a Media Buyer Certification program in the Pinterest Academy.
📲 LinkedIn Updates
Eva Longoria, Helen Mirren and Jane Fonda were among the celebrities who joined LinkedIn this week as part of a L’Oreal campaign. The women were invited to add their profiles and share stories of setbacks to prove how failure can be a stepping stone to success. The professional platform is a clever twist for a beauty campaign. But do these ghost accounts — that may never post again — diminish the platform experience for everyone else?
📲 Substack Updates
Newsletter platform Substack launched a Creator Studio fellowship to support emerging video creators who want to develop subscription-based communities.
👗 Met Gala Creator Rewind
The influencer-to-red-carpet-reporter pipeline is strong. TikTok had two “creator correspondents” on the Met Gala carpet: @hellotefi and @guywithamoviecamera; E! News tapped @HayleyyBaylee as its guest host; while Emma Chamberlain returned as Vogue’s YouTube host.
TikTok’s CEO Shou Chew was the Met Gala’s honorary chair and the app celebrated with a dedicated hub and sweepstakes.
Pinterest partnered with celebrity stylist Mimi Cuttrell to reveal her private board of inspiration behind Gigi Hadid, Ariana Grande and Madelyn Cline's Met Gala looks.
Instagram’s Adam Mosseri attended the Met Gala in a jacket that was compared to Instagram’s Story sticker tray.
AI generated images of Katy Perry and Rihanna circulated on social media but neither star was actually there. Don’t believe everything you see!
🛒 Social Commerce Summit Recap
I presented a “state of the social” overview at the Social Commerce Summit on Wednesday to a crowd of social leaders in the fashion and beauty space.
I also included an evaluation framework for new apps and platform features that help me distinguish the nice-to-know from the need-to-have.
Presenting the Teen Girl Hierarchy of Needs. Because teen girls determine culture and then grow up to become women who control household finances.
And as Harry Styles once said, “Teenage-girl fans — they don’t lie. If they like you, they’re there. They don’t act ‘too cool.’ They like you, and they tell you.”
Basic Needs: It needs to spark joy — a genuine rush of endorphins — in an environment that keeps them safe from being doxed, trolled or bullied.
Psychological Needs: It connects them to others who share their interests, hobbies, or beliefs. And people are there out of genuine interest, not financial motivation. If people are being paid to use an app or feature, it’s hard to gauge whether they’re really invested.
It also allows teens to express themselves in the way they want their online identity to be perceived. One of the reasons we post to social media is to define ourselves to others. This is a chance to have some control over their personal narrative.
Self-fulfillment Needs: Teen girls need all of the above without their parents watching. It kills the cool factor. Teens are figuring out who they are as individuals — independent of mom and dad — so the platform can’t be so mainstream that the entire family is already there.
🤭 Gen Alpha Influencer Alert
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👀 IN CASE YOU MISSED IT
MrBeast is parting ways with his high-profile talent management company, Night Media -Semafor
From MrBeast to Logan Paul: Why Wall Street Is Infatuated With Influencers -The Hollywood Reporter
Hank Green says TikTok won't tell him how much it's paying him -Mashable
'Intellectual influencers' will soon be taking over your social-media feeds -Business Insider
Helen Mirren, Jane Fonda and Eva Longoria joined LinkedIn as part of a l’Oreal campaign -AdAge
Kendrick Lamar and Drake release copyright claims on their diss tracks which allowed creators to monetize associated content -TubeFilter
Apple has apologized for that iPad Pro ad crushed creative objects -AdAge
Thanks for reading!