The Social Scoop - July

Youtube Shorts just got a major refresh! ❤️

YouTube is refreshing Shorts with a more streamlined viewing experience. The platform is replacing the like/dislike buttons with a single heart icon, introducing a Clear Screen mode, and adding 2x playback. These updates bring Shorts even closer to TikTok and Reels, while giving YouTube more detailed user feedback to improve content recommendations, and potentially changing how creators track performance.

TikTok’s transformation to a super app 👑

Over the years, TikTok has steadily rolled out new features and interfaces, evolving into a “super app”, a single platform for many different actions and functions. This sets it apart from competitors like Instagram and Facebook. Not every experiment has succeeded: TikTok Music, for instance, shut down after just a year. But others have stuck, including TikTok Shop, Sport, and Search & Maps, all designed to keep users engaged without leaving the app. In the US, TikTok Go takes this further, letting users book hotels, attractions, and experiences directly in-app, no third-party redirect required. We are eager to see what TikTok will bring to the app in the future, and how this will be introduced and adopted in Europe.

TikTok launches Symphony Agent: AI-powered Content Creation Tool 🤖

TikTok has announced a new update in their Symphony’s creative Studio, called Symphony agent. The AI feature will assist creators to make content with a text prompt. The Tool also uses trending topics to help create campaigns and content. Creators will be able to add text, images or videos into the prompt, which will then supply examples of posted TikToks with descriptions. Then, by clicking “create your own” the creator receives AI generated still or video output. Through the Symphony Agent creators can build campaigns, briefings, and content without own production.

Pinterest is taking AI-powered discovery to the next level

Pinterest is expanding its AI capabilities with new tools for both advertisers and shoppers. The platform is introducing an AI business assistant to help marketers optimize campaigns, alongside new creative features that improve ad performance. It also launched Ask Pinterest, a conversational shopping experience designed to help users with more complex searches and purchase decisions. These updates reinforce Pinterest’s focus on AI-powered discovery, making the platform even more valuable for brands looking to connect with users who are already in a shopping mindset.

Instagram is testing new recommendations access points ✍️

Instagram is considering new options of where to change your algorithm control features, giving the user more control over the content that is shown to them. The options the platform is evaluating are the following: from the Home Screen by dragging the screen down, in between reels, and lower function bar options for recommended Reels. Besides, Instagram is also testing that users can create textual prompts to redefine their interests without using specific topics. All these possible new options are ways for the platform to create a more personal experience and algorithm for every user.