Junior Account Executive

X updates guidelines to allow explicit content 

Graphic and adult content is now allowed to be posted on X. Despite never specifically banning adult content, updated rules have relaxed guidelines to allow pornographic content to be uploaded. 

According to X’s Adult Content page, they ‘believe in the autonomy of adults to engage with and create content that reflects their own beliefs, desires and experiences, including those related to sexuality.”

Although they claim to be ‘restricting exposure to adult content for children and adult users who choose not to see it’, will this move make X less attractive for brands looking to advertise on the platform?

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What factors really impact reach on Instagram?

Instagram has been causing confusion with conflicting advice for creators about improving engagement and reach. A few months ago Instagram uploaded a post that suggested creators ‘stop crying over reach and followers’, which was removed within 24 hours.

At the beginning of May, Instagram shared a slide at a creator event advising against posting reels that are longer than 90 seconds. However, last week the platform shared a video explaining how to create reels that surpass 90 seconds. 

The latest advice from Instagram recommended against using answer-specific call to actions in video clips, stating that the platform deems this to be engagement hacking and won’t be recommended. Once again, the advice was removed promptly. 

The deleted advice stated that encouraging genuine detailed discussions in the comment section is far better than asking followers to comment on a specific word or emoji. But, with the plethora of contrasting and confusing advice, many creators just want clarity on the topic.  

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Facebook focuses on driving young adults to the platform

It’s no secret that Facebook isn’t the go-to social media site for Gen Z. But the platform is making an effort to change it. According to a post published by Meta last week, ‘significant changes’ have been made ‘with young adults in mind’. 

Meta claims it has had ‘five quarters of healthy growth in young adult app usage’. Drawing on the ‘big transitions’ that young adults are making, such as moving out, getting a job or going to university, Facebook is looking to become a platform that can help with these milestones. Meta states ‘whether it’s finding great deals on furniture in the Marketplace, exploring their interests with Reels and in Groups’ or ‘finding someone they like on Facebook Dating’, it is there to help. 

Facebook will be improving Reels and Feed ranking to increase post relevance, updating video viewing experience and improving monetisation opportunities for creators. Will this be enough to attract the TikTok generation to Facebook, or is it destined to remain the favourite of Millennials and Gen X?

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TikTok’s guidance to score big this summer

It’s a big year for sport, with the Olympics and the Euros, and TikTok has published guidance for creators and companies to make the most of it. A massive 85 per cent of users claim they intend to watch at least some of the ‘Summer Games’, making it a large audience to tap into.

Although unable to reference the Olympics or Euros specifically, TikTok revealed that platform users are just as likely to watch ‘Summer Games’ content in the app as they are to watch it broadcast live on TV. 

Highlighting that 61 per cent feel a strong sense of community with other sports fans on TikTok, the guidance shares advice on tapping into CommunityToks, offering trending hashtags and calendar overviews for brands to smoothly integrate sport content into For You Pages. 

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Instagram tests unavoidable ads

The idea of unskippable video ads appearing in your main Instagram feed is one that many users will feel frustrated with. Even so, there have been various reports of tests of a video ad format that disrupts scrolling. Apparently, a timer appears at the bottom of the screen, counting down until you can scroll again. 

YouTube’s unskippable ads are known as a key reason why people download ad blockers, demonstrating consumer opinion about being forced to consume promotions for things you may have no interest in. 

Despite the disgruntled users, this new feature could benefit brands who are looking to increase exposure on the platform. 

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