AI updates across the social media platforms are transforming how brands, creators, and everyday users create, share, and consume content. Here’s some recent changes…
The Social Media Platforms Covered:
- Meta
- Snapchat
- X (Twitter)
- TikTok
- YouTube
Meta’s Advanced AI Initiatives
Let’s look at the latest updates to Meta’s Advantage+ ad campaigns and their approach to AI content labelling.
Meta’s AI-powered Advantage+ Campaigns
Meta introduced its “Advantage Suite” in 2022 to enhance campaign efficiency, initially focusing on shopping campaigns. Advantage+ now extends across all campaign types, using AI to streamline setup and optimisation processes—similar to Google’s Performance Max, which consolidates various advertising operations into one AI-driven campaign.
Meta has rolled out some updates to its AI-powered Advantage+ ad campaigns, and here’s what’s new:
Improved Campaign Setup
Meta is testing a fresher, more straightforward approach to setting up Advantage+ campaigns. Now you won’t have to toggle between manual and automatic setups (ASC+). This means that Advantage+ optimisations can automatically improve every part of your campaign.
Advantage+ ‘On’ Label
To help you see when your campaigns are getting a boost from Meta’s most advanced AI optimisations, there’s now an Advantage+ ‘on’ label. This handy indicator shows when optimisations like audience targeting, placement, and budgeting are actively improving your ads.
A New Name for Shopping Campaigns
Meta has renamed its Advantage+ shopping campaigns to Advantage+ sales campaigns. This change reflects the versatility of the tool, opening up its benefits to a wider range of advertisers beyond the retail sector.
Leads Campaigns Get a Boost
The extension of Advantage+ to leads campaigns is a real win if you’re looking to streamline how you gather high-quality leads. With AI-powered automation, these campaigns have been shown to cut costs for qualified leads by 10% in early tests.
Opportunity Score Insights
There is a new Opportunity Score feature in Ads Manager. This tool gives your campaign a score from 0 to 100, reflecting its potential effectiveness and comes with near real-time tips to tweak things for better performance. Early adopters have seen a 5% drop in costs by following these tips.
Source: Social Media Today
Meta’s Fresh Take on AI Content Labelling
Meta’s latest update on how it labels AI content is focused on clarity and meeting user expectations. Initially, the platform tagged images with “Made with AI” but feedback from photographers highlighted a bit of a mix-up. Photos with simple edits were getting this label, sparking some confusion over what really counts as AI-created content. Listening to the community, Meta has now shifted to a more nuanced tag: “AI Info.” This new label aims to clear the air by indicating that while AI tools might have been used in the editing process, it doesn’t necessarily mean the photo was wholly created by AI. It’s a small change, but it’s all about getting the details right.
Source: TechCrunch
Meta’s Commitment to Responsible AI Deployment
Meta is on a mission to ensure its AI systems are as responsible as they are revolutionary. When it comes to training AI, the focus is firmly on respecting privacy and adhering to ethical guidelines. The company uses advanced methods to train its AI, ensuring that the technology not only improves user experiences but does so in a way that respects individual privacy and upholds a high standard of ethics. This approach involves rigorous testing and a framework that aligns with global standards, keeping user data safe and sound.
For a deeper understanding of how AI practices align with GDPR and what that means for social media marketing, read this blog: AI, GDPR, and Social Media Marketing.
Instagram’s AI-Powered Video Tools
Instagram users now have the power to transform their video content in real-time, thanks to an integration with Meta’s Movie Gen engine. Imagine switching your video backgrounds instantly, wearing virtual outfits, or even turning into a Muppet version of yourself! The Movie Gen engine facilitates a variety of AI-driven video effects, enabling users to dramatically alter their videos without the need for complex editing software. For example, you can integrate scenic backgrounds, apply thematic visual filters, or incorporate fun character animations directly into your Instagram videos, all in real-time.
Source: Social Media Today
Snapchat’s AI Tools for Crafting Custom Lenses and Videos
Snapchat has introduced a suite of AI tools that promise to transform how users engage with the platform.
Create Snapchat Lenses with Just a Description
On Snapchat, a custom Lens is an augmented reality (AR) filter that alters or enhances real-world visuals on the screen, often used for adding creative twists or interactive elements to images and videos. You can now create Snapchat Lenses with just a description with Snapchat’s new feature, Easy Lens. Allowing you to describe what you want in plain English, and the system generates a custom Lens tailored to your specifications. Imagine saying “sunset behind the Eiffel Tower,” and instantly, an AR filter matching your description pops up, ready to be used in your next Snap. This tool utilises generative AI models to interpret your words and turn them into visual magic using components from Snap’s developer platform, Lens Studio.
Source: TechCrunch
Snapchat’s AI Video Creation Tool
Snapchat has also launched a new AI video-generation tool for creators. The tool allows creators to generate AI-powered videos from text prompts and soon, image prompts as well. It’s designed to give creators the tools to bring their imaginative concepts to life without needing extensive video editing skills.
Source: TechCrunch
X (Twitter)’s Grok AI Chatbot Enhancements and Content Personalisation
X (formerly Twitter) is pushing forward with significant enhancements to its AI chatbot, named Grok, aiming to add more personalised and user-focused features that could make interactions on the platform more engaging and tailored to individual preferences.
Customising the Grok Experience
X is introducing some customisation options to Grok, making it possible for you to tell Grok exactly how you like to be addressed and what interests you. This means Grok can remember key details about you—like your preferred names, pronouns, and even your hobbies—using these insights to make your chats more relevant and personal.
Source: Social Media Today
Enhanced Grok Analytical Capabilities
With these customisation options, Grok’s analytical capabilities are also set to expand. By allowing users to embed personal details like preferred names, pronouns, job roles, and interests, Grok can tailor its analyses and responses more effectively. This personalisation enables the AI to adapt its interactions based on user-specific data, leading to a more relevant and engaging experience. The ability to upload files into Grok represents another leap forward in its capacity for analysis. This feature means users can provide Grok with a range of additional data—documents, images, and other media—that the AI can analyse in real time to offer more detailed and contextually appropriate responses. For instance, a user could upload project plans or reports, and Grok could analyse the content to provide insights or answer questions related to the uploaded material.
Source: Social Media Today
Driving X Premium Subscriptions
These updates are part of X’s strategy to boost the value proposition of X Premium. By enhancing Grok with features that offer a more customised and engaging experience, X aims to encourage more users to see the value in subscribing to its premium service.
File Uploads and Expanded Uses on Grok
Looking forward, X is planning to incorporate file uploads into the Grok process. This feature will allow users to include more complex elements in their queries, making interactions with Grok not just more personalised, but also more comprehensive.
Freemium Model to Broaden Access
In a smart move, X has switched Grok to a freemium model, which means you get to experiment with Grok using some free prompts every couple of hours. This approach, similar to what you might see with other AI platforms like ChatGPT, opens up Grok to more users, potentially boosting engagement across the platform and giving everyone a taste of what AI can do.
Source: TechCrunch
Content Personalisation on X with AI
AI tailors your feed to suit your interests by analysing your likes, shares, and interactions. If you have a love for technology, you’ll see more tech-related posts. This smart curation ensures that the content you care about most appears at the top of your feed.
Engagement Boost from AI on X
AI doesn’t just personalise content; it also strengthens how you engage with it. By suggesting trending topics and relevant hashtags, AI helps you easily participate in wider conversations, keeping you connected and informed.
Source: Fundz
LinkedIn’s AI-Powered Features
LinkedIn continues to support the employment sector by launching new AI-powered tools designed to assist both job seekers and recruiters. These tools aim to elevate the job-matching process and provide a more efficient recruitment experience.
AI Tools for Job Seekers
LinkedIn has introduced a “Job Match” tool that revolutionises how candidates interact with job listings. This tool analyses your profile and compares it with job requirements, offering tailored advice on how to improve your chances of landing an interview. For instance, it can suggest specific skills you should highlight or additional qualifications that could boost your application. Premium LinkedIn users get even more detailed insights, including a categorical rating that indicates their match level and their chances of being noticed as top applicants.
AI-Powered Recruitment Agent for Businesses
LinkedIn has launched a new AI agent designed to simplify the hiring process for small to medium-sized businesses (SMBs). This tool makes it easier to post job listings, connect with candidates, and review applications with a user-friendly point-and-click interface. Currently, 2.5 million SMBs use LinkedIn to fill roles, and this AI agent is set to make the recruitment process even smoother by guiding them through each step.
Broader AI Integration
The introduction of these tools is part of LinkedIn’s broader push to integrate AI across its platform. These developments are backed by Microsoft’s significant investment in AI, aiming to harness the next wave of technology to maximise opportunities for its members. The platform is also exploring AI to improve conversational job searches and provide AI-driven job application feedback.
Source: Social Media Today
LinkedIn Sales Navigator’s New AI Features
LinkedIn has recently upgraded its Sales Navigator with some more AI-powered tools, designed to make your sales process smoother and more effective. Among these innovations, “Lead IQ” and “Account IQ” are key features that have changed how we connect with prospects and understand client needs.
- Lead IQ: This tool offers a quick snapshot of essential details about potential contacts. With just one click, you get a concise summary of a lead’s professional life, including their achievements, interests, and activities.
- Account IQ: Not stopping at individual insights, LinkedIn has also enhanced its Account IQ feature. This tool focuses on the specifics of organisations, helping you pinpoint how your products or services can best meet their needs.
Source: Social Media Today
TikTok’s AI Features for Creative Expression
TikTok also has some new AI features that are all about boosting creativity and improving user interaction.
AI Video and Image Features
TikTok has introduced the “AI Group Shot” tool, which lets you and your friends become the stars of customisable image templates. Users can integrate images of themselves and their friends into various fun and thematic templates, essentially creating group photos even if everyone isn’t physically together. The AI uses advanced face detection and image compositing technology to place users into digital scenes. Plus, there’s the “AI Self” feature, which enhances your personal photos with a few taps. You can add filters, adjust lighting or even alter the backgrounds. It uses machine learning algorithms to recognise facial features and other key elements in the photo. This way, it can intelligently apply enhancements that are personalised to the user.
Voice-Over Capabilities with AI
Imagine narrating your TikTok videos with your own digital voice. Well, TikTok’s new voice-over feature lets you do just that. You can create a digital replica of your voice, which you can then incorporate into your videos, providing a personal touch without the need to record audio each time. This capability is particularly useful for users looking to maintain consistency in their videos while easing the production process.
AI-Powered Video Creation for Marketers
For those looking to save time on content creation, TikTok’s Symphony Creative Studio now includes an AI tool that transforms product descriptions or URLs into TikTok videos. By inputting a product description or URL, users can generate video clips that are styled according to popular TikTok trends, making it easier for brands to engage with the platform’s audience.
Source: Social Media Today
Pinterest’s Generative AI for Enhanced Product Imagery
Products on Pinterest are now being shown in a new way. Ordinary product images can be altered to become eye-catching ads all thanks to AI.
Pinterest Product Imagery with AI
Pinterest is taking full advantage of AI with their advertising capabilities. There has been a rollout of new AI features that transform standard product imagery into engaging, lifestyle-oriented visuals. This update is part of Pinterest’s Performance+ suite, introduced at their recent advertiser event, aiming to make ads more visually appealing and effective.
Source: TechCrunch
The new AI capabilities allow advertisers to transform plain or flat backgrounds into vibrant, contextually relevant scenes. This enhancement is designed to make Product Pins more attractive, thereby increasing click-through rates and improving overall ad performance. Pinterest’s approach utilises a sophisticated model known as “Canvas,” which has been specially developed to optimise background imagery without altering the central product image. This model intelligently differentiates between foreground and background, applying stylistic changes that resonate with Pinterest’s aesthetic and the preferences of its user base.
Source: Social Media Today
Campaign Creation
Beyond improving visual appeal, Pinterest’s AI tools also simplify the campaign creation process by significantly reducing the amount of manual input required from advertisers. With the integration of automation and AI technologies, the platform can handle much of the data processing and decision-making that previously would have needed direct human oversight. This reduction in required input speeds up the setup process and also allows brands to launch more campaigns with less effort.
Expanding AI Capabilities and Personalisation
Looking forward, Pinterest is also personalising the shopping experience with AI-driven tools that adapt product presentations to user preferences. This includes generating personalised backgrounds for Product Pins, which align with the aesthetic tastes of individual users, potentially increasing relevance and engagement. Pinterest is testing these features with selected advertisers to refine the tools and maximise their impact.
Source: Social Media Today
YouTube’s AI Innovations in Music and Content Management
Revamping Music Creativity with AI
YouTube is taking a big leap forward with its “Dream Track” audio generation process, now including an AI remix option. Initially launched in 2023 as a pilot for a select group of creators, Dream Track allows the creation of custom, royalty-free soundtracks up to 30 seconds long, ideal for enhancing Shorts. This feature is powered by Google DeepMind’s Lyria music model, which synthesises unique instrumental audio clips based on text prompts from creators. This new feature lets creators in an experiment group take a song and reimagine it by simply describing their desired style or mood changes. This could be anything from switching up the genre to adjusting the song’s overall vibe. The result? A unique 30-second soundtrack perfectly tailored for their Short. Creators now have a powerful tool in their video creation process, creating custom soundtracks uniquely suited to their content.
Boosting Live Stream Visibility with Shorts
YouTube is also making it easier for creators to promote their live streams through the Shorts feed. With the new feature, if you have a live event scheduled, a handy reminder will pop up in your Shorts feed 24 hours before the event. It’s a simple yet effective way to keep viewers informed and excited about upcoming live content.
Source: Social Media Today
Protecting Creators with Advanced AI Detection
On the ethical front, YouTube is developing new AI detection tools to protect creators from unauthorised use of their likenesses. This involves expanding the existing Content ID system to include cutting-edge technology capable of identifying synthetic representations of a creator’s singing voice and potentially their face
Source: TechCrunch