Category: SOCIAL MEDIA

LinkedIn has announced that it’s removing a range of its templated posts, those celebratory post types in the app that include lightly animated graphics of varying kinds.

These are the templates that are being removed, as per a message being sent out to LinkedIn members who have used these specific templates in the past.

And it looks like almost all of them are getting cut, based on the current template options I have in the app:

Of these, only the confetti one looks set to remain, so LinkedIn’s seemingly moving away from this graphic style for its posts.

As per the message being sent to users (via Ahmed Ghanem):

“We are removing a handful of infrequently used templates, like Appreciation, Welcome and Skill Assessment Badge. Remember, even with these changes, you can still celebrate new teammates and professional accomplishments of all types with your own text, images and videos.”

Oh, how nice, LinkedIn’s giving you permission to keep posting to its platform, so it can continue to monetize your content.

Jokes aside, this seems like a relatively minor change, which is likely designed to get more users posting original content to the app. And those graphics do look a bit outdated, so maybe, this is a positive update for the professional social app, which will remove some of the generic visuals from your feed.

Some people probably really like this art style and presentation, so for them, it could be a blow. But again, with LinkedIn putting more emphasis on video, the impetus is likely to get more users sharing more of their own original images to accompany their updates, including videos.

Also, given LinkedIn’s enthusiasm for generative AI, it’s probably working on a new option that will enable you to generate your own post backgrounds for these types of announcements.

Which should look just as good, with distorted cartoon images and extra fingers all round for your big updates.

No word on this yet, but I’m guessing that’s what’s coming next on this front.  

LinkedIn has launched a new ad campaign in the U.K. which aims to highlight the benefits of its recently updated video feed.

The campaign, entitled “Know-How That Sticks,” was created in collaboration with VCCP London, and aims to showcase how younger professionals, in particular, can make use of LinkedIn’s video feed in their career progression, via three short video promotions.

Conceptually, the videos look to provide a way in to LinkedIn’s professional knowledge base for younger audiences, who often feel lost when starting out in their industry.

And given the popularity of short-form video content among younger audiences, it makes sense for LinkedIn to lean into this element, while also putting more emphasis on its growing database of video uploads. Indeed, LinkedIn recently reported that it’s seen a 34% increase in video uploads year-over-year, while video posts 40% generate engagement compared to text updates.

LinkedIn recently added a new dedicated video tab in the app, which guides users through to a TikTok-like interface of full-screen, scrolling video updates.

But I don’t know, I’m not sure that this is going to work out for LinkedIn as it probably hopes.

Much like Stories, which LinkedIn also tried, the problem for LinkedIn is that the content that gets posted to the app doesn’t translate that well to trending content formats. Because, basically, it’s boring, because how many times have you read one of those self-promotional, inspirational, career guidance posts in your LI feed and thought “You know I would really love to see this in video form”?

I’m guessing never, and the challenge that LinkedIn has, despite now hosting more video content, is that the majority of the videos being uploaded to the app are not entertaining, and are just those same wannabe career advice influencers pumping out “Top Tips” content, that’s not that engaging.

But then again, LinkedIn is always refining its algorithm, and it keeps saying that it’s generating “record levels” of user engagement. So maybe, over time, it will be able to create a customized, personalized feed of video content to engage each user.

But I’m not confident. And regardless of ad campaigns to help to raise awareness of its video posts, if the actual videos themselves are not engaging, young users won’t keep coming back.

But video generates more engagement, and young people are more likely to engage with video content, so it makes sense, conceptually, for LinkedIn to angle its push around this element.

I’m just not sure it has the content of algorithm to back it up at this stage.  

How much time to you put into creating thumbnails for your videos?

Thumbnails are important for grabbing attention, and the top YouTubers invest a lot of their consideration into the exact right thumbnail image for each clip, in order to drive the most clicks.

But is there are magic formula for such, and what expression should you be going with to grab people’s as they scroll?

Is there a reason that most top YouTubers use a similar display format?

Indeed there is, and the team from Kapwing recently undertook a study to examine the most commonly used YouTube thumbnail expressions, and which perform best.

Kapwing used facial recognition technology to identify the emotion on the faces of the most watched YouTubers’ thumbnail images. Based on this, it’s come up with the below overview of thumbnail tips.

Maybe it’s worth practicing your surprised face.

The next big challenge in the development of generative AI will be data, and getting access to enough human input to replicate human responses.

Which could mean that social platforms are better placed to lead the charge, with the AI chatbots from Meta and xAI having direct access to more human data inputs than anyone else. Google, too, has access to Search queries and review inputs. But smaller players, without such access, could be left out in the cold, as publishers look to lock down their content, in order to control access, and maximize profit.

The latest push on this front is a petition signed by thousands of well-known artists which calls for a ban on the unlicensed use of creative works for training generative AI. Publisher Penguin Random House is also taking a stand against the use of its authors’ work for AI training, while several news publications are also now organizing official licensing deals with individual AI developers for their output.

If official regulations are implemented as a result of this shift, which rightfully ensures that copyright holders can profit from their licensed works, that will limit access to the massive data inputs needed to train AI models. Which will then leave smaller developers with either bad or worse choices: Either scrape whatever data they can from the broader web (and more publishers are altering their robots.txt parameters to outlaw unlicensed use of their data), or worse, use AI generated content to further train their AI models.

The latter is a pathway to an erosion of AI outputs, with the ongoing use of AI content to build large language models (LLMs) effectively poisoning the system, and compounding errors in the dataset. That’s not sustainable, which means that the data inputs from humans are going to be in high demand, which will likely put Meta, X, and Reddit in the drivers’ seat.

Reddit CEO Steve Huffman highlighted this in an interview this week, noting that:

“The source of artificial intelligence is actual intelligence, and that’s what you find on Reddit.”

Reddit has already inked a data-sharing deal with Google to help power the search giant’s Gemini AI experiments, and that could prove to be a key collaboration for the future of Google’s tools.

The question then is which social platform has the most valuable data for AI model creation?

Meta has an assortment of content from billions of human users, though posting frequency has declined in recent years, in favor of video consumption in its apps instead. Which is why Threads could be a valuable component, and why the Threads algorithm may favor posts which ask questions, as a means to help train its AI systems.

X, too, sees over 200 million original posts and replies uploaded to its platform every day, but the nature of those posts is relevant, in terms of training a system on how to understand human-like interaction, and provide accurate responses.

Which is why Reddit, as Huffman notes, could be the best platform for AI training.

Subreddit communities are built around Q and A style engagement, with users posing questions, and serving relevant answers, which are up and downvoted in the app. Building an AI tool around that understanding, alongside each developers own AI models, could provide the most accurate responses, and it’ll be interesting to see how that ends up fueling Google’s AI efforts, and what Google ends up paying for the ongoing privilege.

While it also means that others could end up falling away in the race.

OpenAI, for example, doesn’t have an ongoing feed of data, other than from LinkedIn, as part of its partnership with Microsoft. Will that eventually impede development of ChatGPT, as more publishers lock down their content, and remove it from AI training?

It’s a valid consideration for the future development of AI models, as without fresh data sources, such tools could quickly lose relevance. Which will see users shift to other models.

So who wins out in this case? Meta? xAI? Google?

Right now, it does seem like one of these three is going to eventually have the better model, and will lead the way with the next wave of gen AI tools.

Or, we’re going to start seeing big deals on exclusive data inputs, and more niche AI models built around different data sets.

That could end up being a more beneficial and logical progression, which will change the landscape of generative AI development.

Is TikTok part of your holiday marketing plan?

While the app remains a focus of regulatory concerns, due to its links to the Chinese Government, its impact is undeniable, with the platform now driving many key trends, and generating massive attention for creators and brands.

And if you’re looking to get in on that interest, then this infographic is for you. The team from Giraffe Social Media have put together an overview of the key factors that drive the TikTok algorithm, along with a range of key usage stats and insights.

If you want to maximize your TikTok performance, you need to understand these elements.

Check out the full infographic below.

TikTok continues to push its in-stream shopping options, this time via a new partnership with the British Beauty Council, which will see TikTok offering platform growth advice to various U.K. beauty brands.

The British Beauty Council is an industry group that advocates for the broader beauty industry, and as such, has connection to many U.K. beauty brands. The partnership with TikTok will provide direct connection through to these businesses, in order to help them tap into rising opportunities in the app.

As explained by TikTok:

“Through this partnership, TikTok Shop will be lifting the lid on how beauty brands can win at LIVE shopping sessions on the platform, learning best-in-class tips of the trade from one of TikTok Shop’s best performing LIVE beauty sellers.”

This is in reference to the first education session of this partnership, which will see TikTok showcase how Mitchell Halliday became the first merchant to make $1M in a day on TikTok Shop via LIVE sale events.

Which is where TikTok really sees potential, by enabling retailers to sell their products via live streams. That’s been a winning format in China, where in-app sales now top over $500 billion per year.

TikTok is nowhere close to this, but the hope is that if it can get Western shoppers interested in live-stream sales as well, that could present major growth opportunities for the app.  

There’s little evidence to suggest that’s going to happen, as Western consumers still seem largely uninterested in buying products via social apps. But you can see the angle, with TikTok facilitating $3.8 billion in total spending in the app throughout 2023.

And even though that’s comparatively low, TikTok’s sales numbers are growing, especially in some sectors:

“A beauty product is sold every two seconds on TikTok Shop. Beauty brands, from household names to up-and-coming businesses, are leveraging TikTok Shop to unlock new levels of growth. Tapping into TikTok’s vast and engaged community, these brands are using the platform’s unique features, like LIVE shopping, to drive significant new revenue streams.”

TikTok also recently reported that it’s now the second-largest online beauty and wellness retailer in the U.K., so again, you can see the potential that TikTok’s eyeing, as it continues to promote its in-app sales options.

Will that work, and will TikTok shopping ever catch on?

TikTok has been pushing it for several years, with limited traction. But traction nonetheless, and while it’s not growing at the same rate as it has in China, it makes sense for TikTok to keep going with it, and promoting its in-app selling options.

So while it could take longer, TikTok’s shopping push does make sense.

TikTok’s first event with the British Beauty Council will be held on the 24th of October, as part of British Beauty Week, with TikTok Shop hosting a live broadcast with Mitchell Halliday “to showcase the power of LIVE shopping”.

Yeah, I’m not sure that this is the win that Elon Musk and Co. seem to think that it is.

Today, Reuters has reported that the European Commission has ruled that X does not meet its designation as a “gatekeeper” platform, which will mean that X won’t be beholden to the EU’s more stringent operating requirements for big tech players.

Under the EU Digital Markets Act (DMA), platforms identified as gatekeepers must enable third party systems to inter-operate with their services (e.g. Meta needs to let other messaging apps send messages to WhatsApp), while they also need to let business users to access any data that they generate in their use of the gatekeeper’s platform, and provide ad performance info for independent verification.

The aim, essentially, is to ensure fair competition in the market, by ensuring that these big platforms don’t squeeze out smaller players because of their dominant position.

And after investigation, the EU has reportedly decided that X will not have to meet these requirements.

Which is no doubt a relief to Elon and Co. because of these additional obligations. But still, that also means that EU officials have decided that X simply doesn’t hold the market power or influence to require additional safeguards.

In order to qualify as a gatekeeper platform, EU officials need to determine that the company:

• Has a significant impact on the internal market
• Provides an important gateway for business users to reach end users
• Holds an entrenched and durable market position

X, according to EU investigators, doesn’t meet these thresholds. Which means, really, that EU officials simply don’t see X as being a key player in the European market.

Which makes some sense. X has 105 million monthly active users in Europe, which has declined by around 12 million users since August 2023. The steady decline in X usage, combined with the challenges in its ad business, do suggest that X is losing relevance, and influence. And when compared to Meta’s 250 million EU monthly actives, and TikTok’s 142 million MAU, combined with their respective ad market share and cultural dominance, you can see how X is not currently considered to be on the same scale as these other platforms.

But still, Elon and his supporters are angling this as “a win for innovation and free speech”, as Elon continues to push back against “overreaching bureaucracy” and EU red tape that could strangle the app’s growth.

So he’s fighting back against EU regulation by ensuring that his platform remains less relevant and influential?

I don’t know, it seems odd how political leanings overpower logic and reason in this sense, but the bottom line is that X is not being held to the EU’s gatekeeper platform standards because it’s simply not impactful enough to sway EU markets to the same degree as these other businesses.

That doesn’t seem like a great endorsement of the app, and/or Musk’s management. But I guess the truth is what you make it.

While TikTok’s in-stream shopping push hasn’t gained momentum as fast as the platform would like, TikTok shopping is rising, providing more opportunities, both for the platform and merchants.

Indeed, TikTok says that “millions of items have been purchased from nearly half a million merchants and brands” over the past year in the app. And as we head into the holiday push, TikTok’s launched a new “Fall Deals For You” promotion to encourage more buying activity.

Throughout October, TikTok will be offering discounts across thousands of trending products from a range of big name brands.

As per TikTok:

“Starting today, top brands like Phillips, Dyson, Keurig, e.l.f. Cosmetics, NYX cosmetics, Tarte Cosmetics, Anastasia Beverly Hills, and Pacsun are offering huge savings on TikTok Shop.”

TikTok’s also hosting several live shopping events, including Glamlite launching its exclusive Michael Myers Collection, and DJ-turned-hobby-influencer Steve Aoki sharing trading card deals.

The hope is that this will once again help to build more momentum behind TikTok’s in-app shopping push, which remains a key focus for the platform in building on its revenue opportunities.

Because it’s already done it in China, with in-stream sales now the most significant revenue driver in the Chinese version of the app by far.

On Douyin, which is TikTok for Chinese users, over $374 billion in product sales were made via the app in 2023. That’s expected to rise to $548 million this year, an increase of close to 50%, which underlines the massive momentum that Douyin has tapped into for in-app sales.

By comparison, TikTok reportedly facilitated $3.8 billion in total spending in the app throughout 2023. That’s “billion” with a “b”, so it’s still significant, but comparatively, there’s a massive gap between the two platforms.

As significant driver of Douyin’s in-stream shopping growth has been the popularity of live-stream influencers selling in real-time, and a growing number of these are actually now AI characters that can stream in the app 24/7.

TikTok’s been trying to follow the same path, by adding more and more in-stream purchase options, in the hopes of re-creating the same impact. But thus far, Western users remain wary of buying products in social apps, while it also seems unlikely that AI influencers, which TikTok is now also testing with some brands, will have the same impact.

So why do these trends catch on in China, and fall flat in other markets?

It’s difficult to say, but it does seem that the Chinese Government’s enhanced oversight of local businesses could add a level of assurance to such processes. Chinese consumers have also always been more willing to adapt to technological advances, while the products being sold on Douyin clearly hold appeal to local shoppers.

Online shopping adoption just hasn’t been as readily adopted in other regions.

It did seem like it would be, after more people were forced into online shopping during COVID, which many experts predicted would exacerbate the broader digital shopping shift. But it didn’t. Once physical stores re-opened, most people went back to their regular routine. And while online shopping adoption is increasing over time, the momentum behind it is nowhere close to the enthusiasm with which Chinese shoppers have jumped in.

Which doesn’t bode well for TikTok’s success in this respect, but again, with such high sales and revenue numbers in China, you can see why TikTok is keen to keep pushing this element.

Maybe there’ll be a tipping point at some stage, and things will shift, and over time, more and more younger users are growing more accustomed to online buying.

But it does look like it’ll take some time. And given TikTok’s pending U.S. ban, it may not be able to wait.  

Meta’s Threads app continues to gain traction, at least in terms of total app downloads, reaching the number one spot on the iOS downloads chart for September, according to the latest info from AppFigures.

As you can see in this overview, most of the main spots remain unchanged from the previous month, though AppFigures does note that overall app downloads declined in both July and August.

But Threads has continued to get attention. That doesn’t necessarily mean that all of these downloads will result in significantly more active users, as people might try it and then move on. But it’s another indicator that Meta is, at the least, onto something with its Twitter clone app.

Of course, Threads was helped by X being banned in Brazil, which saw downloads of both Threads and decentralized social app Bluesky jump in the region. That’s probably the biggest factor which has pushed Threads higher, though in the overall download charts, Threads only jumped one spot to number 5.

So it’s not like some meteoric, unprecedented rise in increase either, but still, Threads is holding firm in the download charts, which bodes well for its overall prospects.

So where is X in this?

X ix currently 42nd in the iOS download charts in the U.S., so it’s still struggling to maximize interest following its rebrand.

Some have suggested that this is because X is not a new app, so it’s not going to get the same kind of traction as one that people haven’t already got on their phones, but that doesn’t ring true for apps like Facebook and Instagram, which remain high on the listings.

Though, as always, that’s not stopping Elon Musk from trying to reframe the data.

As I’ve explained many times, X is not a news app. and it’s only listed in the “News” category on iOS because previous Twitter management switched its classification in order to avoid negative comparisons with Facebook. But it’s not a news app, and in fact, it can’t be classified as one on the Google Play Store because it’s primarily reliant on UGC.

X is a social media app, and still a popular on at that. And with 250 million daily active users, it’s well ahead of the user counts for these actual news apps.

So the suggestion that X is a preferred source of news because of this is an utter misnomer, which Elon knows, but that’s not stopping him from seeking to re-angle whatever information he can to his benefit.

If that, in itself, doesn’t at least raise questions about his tactics, I don’t know what to tell you.

But Threads, at 200 million users and climbing, may well become a legitimate contender in the real-time social space, and a challenger for X on this front. It’s still got a way to go, and there are many communities embedded on X that don’t look like they’ll be making the switch. Combine that with Threads noted aversion to politics, and it’s not going to be easy for Threads to unseat X overall.

But maybe, after the U.S. election, when politics is less of a focus, there will be an opportunity there.

My prediction? If Trump wins, Elon and X will find new support, and new ways to prop up the business, while the constant cycle of headlines generated by Trump will ensure politics remains a key focus, driving more engagement in the app. If Harris wins, however, politics will take more of a backseat, which will work in Threads’ favor.

The social media industry is facing immense change, from mounting pressure from outside organizations and evolving corporate social media policies to the rapid development of AI in social media marketing. Professionals are going to want to keep their skills sharp in 2025 and conferences remain a valuable tool for those looking to keep up with changes while figuring out the best content strategy. Conferences allow for social media professionals to meet with others in the field, hear about case studies and attend seminars to improve their craft. Keeping up with such skills is vital in the fast-changing world of social media, especially as formats change and e-commerce becomes more popular.

From general marketing conferences to those razor-focused on niche areas such as influencer marketing, these events will present case studies and best practices for different platforms while allowing for networking opportunities. This could prove especially valuable in the era of short-form content, as social media managers look to navigate a potential TikTok sell-off and the growing impact of alternatives, such as Shorts and Reels.

Social Media Today has compiled a list of conferences readers will find valuable in 2025. Make sure to check back as this list is updated with new information and locations.

Top social media conferences in 2025

Lead Generation World

Jan. 5-7

Hard Rock Hotel, Hollywood, Florida

Lead Generation World is dedicated to the lead generation process and features speakers from across the industry and provides attendees with the opportunity to learn how to create targeted content.

SXSW

March 7-15

Austin, Texas

This multifaceted event brings together areas such as film, music, tech and culture and features events and speakers across multiple creative industries.

Social Media Marketing World

March 30-April 1

San Diego Convention Center, San Diego

Hosted by Social Media Examiner, Social Media Marketing World is focused on all aspects of social media marketing and includes extensive training for professionals to build their skills.

Possible

April 28-30

Fontainebleau Hotel, Miami Beach, Florida

Possible is a marketing convention featuring networking, demos and keynotes, including on topics valuable to social media marketers.

Digital Marketing World Forum

June 24-25

Olympia National, London

The Digital Marketing World Forum is a two-day event centered around all areas of digital marketing and emerging technology, including AI and email automation.

ANA Digital & Social Media Conference

July 14-16

Omni La Costa Resort & Spa, Carlsbad, California

This annual event brings together marketing professionals to discuss key areas of interest, such as gaming, influencer marketing, social media and AI.

Advertising Week

Date TBD

New York

Advertising Week New York is an annual, four-day event that features speakers from across the advertising space, including social media marketing, and provides industry professionals with the tools they need to develop key skills.

Social Media Week by Adweek

Date TBD

New York

This conference is dedicated to creators and those in social media marketing looking to improve their craft and keep up-to-date on the industry, including changes to privacy laws and technology.