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• TikTok and Universal Music Group settle royalty dispute, striking a new licensing agreement to bring UMG's music back to the platform with improved compensation for artists and collaboration on promotional campaigns.

• Pinterest's newest content format attracts Gen Z as it tops half a billion monthly active users.

• A former X employee who made headlines for sleeping on the office floor during intense work periods has announced her new role as Director of Product at Meta's Messenger team.

Instagram Is Prioritising Smaller Creators

Instagram has just unveiled some significant changes in its ranking system, aiming to level the playing field for smaller, original content creators. Here's a breakdown of what's coming up:

Changes on the Horizon:

• Fairer Ranking: Instagram is updating its ranking system to ensure smaller creators get more exposure.

• Original Content Focus: Reposted content will take a back seat to original creations in recommendations.

• Attribution: Reposted content will be labelled and linked back to the original creator.

• Goodbye, Aggregators: Content aggregators won't feature in recommendations anymore.

Further Developments:

Instagram is working on a new recommendation ranking method. Initially, content will reach a small audience, gradually expanding based on engagement.

Impact on Creators:

These updates aim to address smaller creators' concerns about reach and content reposting without permission. They'll now receive proper attribution and wider distribution, likely resulting in better performance.

Conversely, aggregators and reposters may see a decline in performance due to exclusion from recommendations. They'll need to add unique commentary or focus more on original content to adapt.

Implications for Brands & Influencers:

Brands utilising influencer marketing might need to rethink their strategies. Reposted content may underperform, affecting overall account performance. Alternatives include collaborating directly with creators or focusing on original content.

Ideal Timing:

With the uncertainty surrounding TikTok, creators are exploring new platforms. Instagram's updates, particularly for Reels, could sway creators towards it, offering a TikTok-like algorithm.

Addressing Attribution:

Instagram joins other platforms in addressing attribution and reposting concerns. Pinterest introduced Account Claiming for proper attribution, while YouTube updated its reused content policy.

Why It Matters:

These efforts are crucial for maintaining creators' satisfaction, ensuring proper compensation, and encouraging the creation of original content. When creators aren't credited or see their content stolen, it jeopardises platform engagement and content quality.

Instagram

• Instagram is working on an option to test Reels with a limited audience before it goes to everyone

• Instagram has added a useful new distribution insights chart for Reels

Meta

• Meta just launched new AI-powered tools for advertisers.

Tiktok

• TikTok Carousels just got a big visibility boost with a new photo tab

READ: ‘How does a body give birth to a healthy baby and then burst into flames?’ This is a line from Lauren Bensted’s piece in the Guardian called ‘I felt myself split into before and after’. This is a particularly heartbreaking read and yet it is written so carefully.

WATCH: Severance on Apple TV is about workers who ‘sever’ their outside life from their work life. It stars Adam Scott and is co-directed by Ben Stiller, so you would think it’s a comedy, which it is, but it’s also a wonderfully twisted thriller.

LISTEN: Entrepreneur Gary Vaynerchuck speaks about how you can grow your platform in 2024 on the Modern Wisdom podcast. I’m reminded of how infectious Gary’s passion for social media is, so much so it’s topped up my content fuel tank!