Social Media Industry Round-Up #18: TikTok Brand Deals, Instagram Plans for 2023, Shorts Monetisation & Meta Targeting Restrictions

Our Marketing team is back with a roundup of news & industry updates. This way, we keep our team, clients and interested marketers up to date with what's going on in the social media industry :)

New elements are being introduced to facilitate creators to work with brands on TikTok. They're testing a Talent Management Portal within its Creator Marketplace where talent managers (with creator authorisation) would be able to oversee and negotiate any brand opportunities and campaigns offered to their clients.

Instagram chief Adam Mosseri announced their priorities for this year:

• Inspire people to be creative
• Help people discover things they love
• Spark connections between people

From February, the navigation bar at the bottom will now have the shortcut for creating content in the middle, instead of the current Reels shortcut.

The Reels button will shift to the right, while the Shop tab that’s currently in that spot will disappear.

Meta is updating its privacy processes for young users with new restrictions on how teens can be targeted by ads.

The platform will remove gender targeting as an option to reach teens, as well as in-app engagement. This means that advertisers will only be able to use age and location to show ads promoting products and services.

On top of this, starting in March, Meta will give teens more ways to manage the ads they see via Ad Topic Controls, and set their Ad Preferences by choosing ‘See Less’ or ‘No Preference’.

YouTube will finally launch a program for eligible creators to monetise Shorts starting in February. This means that creators with over 1,000 subscribers that have reached 10 million Shorts views over the preceding 90 days will be able to sign up to the program, with the full funding split based on performance.

During the upload process, YouTube will suggest relevant hashtags for creators to add and gain more traction. These tags will be based on the common tags and topics associated with each channel, and not on the content clip being uploaded.

YouTube’s making its Shorts remix report, currently only available in the mobile YouTube Studio app, accessible on desktop as well. The Shorts remix report shows all Shorts clips that have been used to make other ones, displays the number of times that the content has been remixed, along with remix views.