Challenger brands turn to influencer marketing to kickstart their online presence, study finds
According to SponsorUnited, 29% of brands that signed deals with influencers and celebrities over the last 12 months were new to the space. Challenger makeup brands have been particularly active, with many choosing partnerships to boost engagement with key audiences.
The study also highlighted that influencers are gaining more ground in the endorsement world, with over 70% of the top 100 accounts’ follower growth attributed to influencers. YouTube star MrBeast led the charge with an impressive gain of 182 million followers in the past year.
Read more here.
Meta unveils ‘Movie Gen’ AI tool for creative video generation
Meta is introducing a new generative AI tool called “Movie Gen,” enabling users to create custom videos from text prompts. Whether it’s hippos swimming or astronauts eating spaghetti, users can type their ideas, and Movie Gen will bring them to life. Additionally, users will be able to overlay these creations onto their own real-life videos.
While technically impressive, it’s unclear whether this feature will become a major hit. Critics argue that social media thrives on authentic experiences and connections, which AI-generated content may undermine. Although the tool might appeal to those exploring creative AI technologies, it raises questions about whether simulated interaction is engaging enough for the long haul.
At Democracy, we’ll be testing the platform as a way to strengthen video creative briefings in the early days of a campaign and will share what we learn with our clients.
Read more here.
Snapchat teams up with Google to boost AI capabilities
Snapchat is transitioning from OpenAI’s GPT models to Google’s Gemini AI system, boosting its “My AI” chatbot’s ability to handle multimodal inputs like text, images, and video. CEO Evan Spiegel noted that Google’s tools excel in interpreting visual context and translation, which will enhance how users interact with AI within Snapchat.
This change reflects a potential shift in the AI landscape, as platforms like Snap explore alternatives to OpenAI. Google’s Gemini is expected to offer better integration of various media types, which may lead to wider adoption across the industry.
Read more here.
YouTube pulls major artists’ music amid licensing dispute
If you’ve noticed Adele, Green Day, or R.E.M. tracks missing from YouTube lately, it’s due to a licensing dispute with the Society of European Stage Authors and Composers (SESAC). Although the partnership hasn’t officially expired, YouTube has preemptively pulled these tracks, potentially as a negotiating tactic to press SESAC into a new deal.
While YouTube remains confident a resolution will come soon, users in the U.S. may continue to encounter missing tracks from big-name artists until an agreement is reached. However, given SESAC’s smaller market share compared to other rights organisations, this dispute might be resolved more swiftly than similar cases.
Read more here.
Sorry guys but …..Posting the ‘viral’ Instagram Story won’t stop Meta from using your data
A viral post circulating on Instagram is attempting to prevent Meta from using people’s data by sharing a simple story. However, it’s important to note that posting an Instagram story does not equate to a legal declaration against Meta. Despite variations of this post popping up since June, following Meta’s announcement about using public content for AI training, it holds no legal standing.
Meta has explicitly stated that they will use public content, such as photos and captions, for AI training. However, private posts and messages remain protected. EU users can opt out through their ‘Right to Object’, but for other regions, this viral IG story does nothing to change data usage agreements users have already consented to when signing up. In fact, Meta has confirmed: “Sharing this story does not count as a valid form of objection.”
Read more here.