The Social Scoop - August

TikTok Shop in the Netherlands 🔥

Finally! TikTok Shop is available in the Netherlands – bringing together entertainment and commerce in one experience. Users can discover and buy products directly through shoppable videos and interactive livestreams, without ever leaving the app.

For brands, this opens up a new way to reach engaged audiences at the moment of discovery. And with the ‘Sell Across Europe’ feature rolled out in June, local sellers can now reach customers across the EU with just one registration – no separate setups per country, no logistics headaches. Product descriptions get localised for each market, and TikTok Shop handles the rest when it comes to shipping.

Brands can also tap into TikTok Shop’s creator affiliate network, where approved EU creators promote products and earn commissions – turning content into a direct sales channel.
Curious if TikTok Shop is the right fit for your brand? We built a 6-pillar self-check to help you figure out if it fits your business, what setup makes sense, and which route to take first.

Changing music on existing Instagram posts 🎶

Before, if users were not pleased with the sound on their posts or had to change it, the only way to do so was to delete and post the same content again. However, Instagram has a new tool called “Replace Audio” which enables users to alter the audio on existing posts. The likes, reach, shares etc. stays the same on the post and will not disappear. The tool can be found under edit, after clicking on the two lines right above a post. The new update gives users more regulation over their content, and takes away making the choice between keeping the engagement or deleting and reposting. Following current sounds trends becomes easier. Instagram means to give users more creative control on the platform. Another example of this is the algorithm control features.

Meta image and video generator is here ✍️

Meta has officially entered the AI media generating race with the launch of Muse Image and a preview of Muse Video. Rather than translating a prompt directly into an image, Muse Image operates agentically, it calls on coding and web search tools to boost accuracy, and refines its own output mid-generation. The model currently stands on position 2 on Arena’s leaderboards for text-to-image and image editing. Muse Image is available on the Meta AI app, meta.ai, Instagram Stories in the US, and WhatsApp in select countries.
Muse Video, built on the same structure, adds native audio support and lands at No. 3 on Arena’s text-to-video rankings. Meta is currently still investing in some features such as audio-video synchronization, but will be available soon. Both models include Content Seal, an invisible watermark that survives cropping and screenshots, letting people verify if content is AI-made.

Reddit just opened split testing up for every advertiser 🤝

Reddit has a new A/B self-service experimentation tool: split testing. Pick a template, pit two flights with one variable (e.g. creative or targeting) against each other, and let the algorithm call the winner once it hits 65%+ confidence. In beta, 4 out of 5 tests already found a ROAS winner. The only catch? With the supported objectives a minimum of $1,000 spend per day is needed.