Instagram Expands More Post Types
Instagram has broadened its “Boost” feature, allowing more organic posts to be promoted into ads. Previously, some posts were ineligible for boosting due to system and copyright restrictions. Now, while most posts can be boosted, exceptions remain, so users are encouraged to revisit older, high-performing posts to see if they are now eligible.
Key highlights:
- GIFs and stickers: No longer a dealbreaker for boosting eligibility.
- Music restrictions: While music remains restricted, you can swap the audio for a boost-eligible track.
- Professional Accounts Only: Boosting is still exclusive to these accounts.
- Meta Ad-Free Subscription in Europe: Users on this plan may experience issues with boosting, likely due to a system glitch.
This update, while small, is impactful for marketers aiming to amplify their best content with minimal setup. Instagram has confirmed that these changes are now live.
TikTok Expands Affiliate Marketing Program
TikTok is enhancing its affiliate marketing features, making it easier for creators to share links and earn commissions directly through their content.
The new feature enables creators to add affiliate links at a post level, displayed prominently at the top of the comments. This functionality is part of TikTok’s broader push to integrate shopping into its platform, encouraging more in-stream shopping activity.
- Benefits for creators: A simplified process for sharing and earning from partner products.
- Brand impact: While links can drive traffic and sales, brands may lack advance insight into these promotions, which presents a potential risk.
This expansion underscores TikTok’s ambitions to dominate the social commerce space, providing new promotional opportunities for brands and creators alike.
Research Highlights Social Media Usage Trends in 2024
Pew Research has published fresh insights into U.S. social media usage, highlighting the enduring dominance of platforms like YouTube, Facebook, and Instagram. The study, which surveyed 5,626 U.S. adults, reveals:
- Platform leaders: YouTube remains the top platform, while TikTok and Snapchat lead among younger users.
- Stable TikTok growth: Contrary to expectations, TikTok’s growth in the survey data has plateaued over the past year.
- X (formerly Twitter): Usage has seen a slight decline but no dramatic drop-off.
Takeaway: Brands should align their 2025 strategies with audience behaviours, ensuring they focus on platforms where their target demographics are most active.
