The Social Scoop - Week 48

TikTok’s fight against AI- generated content 🤖 

Another turn has been made in the era of AI on social media. TikTok has updated their settings, in which users are now able to choose how much AI- generated content they see on their feed. The update can be found under “Manage Topics”, where the user also can adjust themes of interest on the platform, such as Food and Sports. The new option gives users more control over their usage of the app and their preferences. Besides this, TikTok is also testing invisible watermarking on content, which will be harder to remove. AI content should be already labelled, but this is often removed for reposting. By testing this new watermark, it will become more clear what content is AI-generated. As other platforms like Meta are adopting AI more in their feeds, TikTok is changing course. The platform stated they are starting a fund which will produce content that teaches about AI and its surrounding safety.

New community opportunities on TikTok 🤝

Similar to the community groups on Instagram, TikTok is now launching Bulletin Boards. Available in the app, the channel will help creators with a large group of followers and fans in one channel. The creator is able to post updates, exclusive information or content and build a personal connection within the community through the channel. Creators do need to have more than 50k followers to be able to create a Bulletin Board. Users can easily join the Board by going to the creator’s profile. In the Board users can only respond with emojis to the content the creator shares. The Bulletin Board can be useful for creators and brands which already have a strong following and engaging community. 

Don’t Just Post: Engagement Grows When You Reply 💬

In their latest research, Buffer analyzed nearly 2 million social media posts from over 220.000 accounts and found that replying to comments boosts engagement by 5–42%, depending on the platform. The biggest lift comes on Threads (+42%), followed by LinkedIn (+30%), Instagram (+21%), Facebook (+9%), X (+8%), and Bluesky (+5%). While it’s hard to prove direct causation, the consistent patterns suggest engaging back really does pay off, not just for algorithms but for building actual community. 

Protect your content with Meta’s new Content Protection Tool 🛡️

Meta’s new Content Protection tool is here: it automatically scans Facebook and Instagram for copies of your original Reels. When a match is detected, you can Track, Block, or Release it, giving you full control over how your content is used. You can add attribution links or whitelist collaborators to prevent false alerts. The system provides insights into who is sharing your content and how it’s performing, helping you protect and grow your brand. It’s now available through the Professional Dashboard for eligible creators. 

Skip the Scroll: AI Summarizes Your YouTube Comments in Studio 🔍

YouTube is testing a new AI‑powered comment summary feature inside its YouTube Studio mobile app to help creators quickly understand what viewers are saying about their videos. Instead of reading through hundreds of comments, creators can tap “Get summary” on the Comments page and receive a short, AI-generated paragraph highlighting the main themes. While it doesn’t break things down into detailed topics, it gives a broad overview of audience sentiment. The feature is still in testing with a limited group of creators, but YouTube plans to expand access.