Everybody Gets an AI Chatbot 🤖

TODAY’S EDITION

• Meta introduces AI Studio for creator AI chatbots.

• Instagram adds a dedicated feed for Reels with Notes.

• Threads adds labels for trending posts and hits a user milestone.

• YouTube updates its Partner Program appeal process.

• LinkedIn highlights video as its fastest-growing format.

• Twitch rolls out its redesigned mobile app to more users.

• VSCO launches Client Spaces for premium subscribers.

NEWS, TRENDS & INSIGHTS

Meta

Meta Introduces AI Studio for Creator AI Chatbots

Meta has introduced AI Studio, a new platform allowing U.S. users to create, share, and discover AI chatbots. There are two types of AIs that can be created (handbook available here):

• Creator AIs: These allow creators to build extensions of themselves that handle common DM questions and Story replies. They can be customized based on the creator’s content, personal facts, and preferred topics.

• AI Characters: These enable users to create AI personas based on their interests, whether for entertainment, utility, or support.

Why It Matters: AI Studio follows an earlier experiment with celebrity-based AI chatbots that didn’t meet expectations. This new platform lets creators build AI versions of themselves that interact with followers based on their Instagram content. It’s particularly useful for creators with large followings who might struggle to manage every message or reply. Creator AIs could function similarly to chat automation tools like ManyChat, but within Meta’s ecosystem, allowing creators to share affiliate links and potentially boost revenue.

While AI chatbots offer powerful use cases, they are unlikely to fully replace human creators. AI can sometimes produce responses that don’t align with the creator’s voice or values, and the human element is a big part of why people like creators. Over-reliance on AI could risk losing this personal connection.

All in on AI: Meta’s commitment to AI is no secret. The company has invested heavily in AI across various areas, including recommendations, advertising, and search through its AI Assistant. It’s potentially in the process of integrating Meta AI prompts into the Instagram feed, based on what I recently came across in the app.

Instagram Adds Dedicated Notes Feed for Reels

Instagram has added two new Notes features:

• Notes Feed in the Reels Tab: Users can now filter their Reels feed to view only Reels with Notes added.

• Notes in the Activity Tab: The Activity tab now includes a section for Notes, enabling users to view the Notes they've left, similar to how they see their likes and comments.

Why It Matters: These updates create a central location for viewing Reels with Notes and for users to see their Notes activity. Despite mixed reactions to Notes on Reels and Feed posts, Instagram will likely continue focusing on Notes, as the format is popular with younger audiences.

Opportunities for Brands: As previously mentioned, Notes offers several benefits for creators. However, brands can also use Notes stragetically, such as leaving temporary promo and discount codes on relevant posts to encourage purchases.

Threads Introduces Labels for Posts on Trending Topics

Threads has rolled out a blue label for posts related to recent trending topics in the US. This label will also display the number of related posts. Users can click on the label to view other related posts and sort them by "Top" or "Recent."

Why It Matters: This update introduces a new way for users to discover timely content. By making it easier to find posts related to trending topics, Threads enhances user experience by offering additional context, perspective, or simply more of the content they enjoy. With the Olympics underway, it's a prime opportunity for users to share and engage with content about the Summer Games.

Recent Rapid Growth: Threads' consistent product updates seem to be paying off. Following its one-year anniversary last month, during which it reported 175 million monthly users, Adam Mosseri has announced that Threads has now surpassed 200 million monthly users — marking a significant increase.

YouTube

YouTube Updates the Appeal Process for Partner Program Suspensions

YouTube has updated the appeal process for channels suspended from the YouTube Partner Program. Creators can now appeal suspensions for certain policy violations 7 days before they take effect, allowing them to provide additional information to Trust and Safety teams. During this appeal review period, creators will not be suspended; previously, appeals could only be submitted after a suspension had occurred.

Why It Matters: This provides a grace period for creators to contest policy violations before they impact monetization. By allowing appeals prior to suspension, creators can potentially prevent disruptions in their revenue streams if their appeal is successful.

More Protection for Creators: This change complements other recent updates, such as improvements to YouTube’s warning system and the expansion of the Self-Certification program. Since ad revenue is a key income source for many YouTubers, these measures are essential in reducing instances of wrongful penalties and financial loss.

LinkedIn

LinkedIn’s Fastest-Growing Format Is Now Video

According to Microsoft's Q4 FY24 earnings report, video content is now the fastest-growing format on LinkedIn. The platform has seen a 34% increase in video uploads year over year, with 1.5 million pieces of content shared every minute.

Why It Matters: The recent introduction of a video tab has driven an uptick in video creation. Users are utilizing short-form video for storytelling, which can be easier to produce and more engaging than written content. Additionally, creators from Instagram, TikTok, and YouTube are leveraging the video tab to build their LinkedIn by repurposing content from these other platforms.

More Content, More Opportunities: The surge in video content highlights LinkedIn’s transformation from a job search and networking site to a platform increasingly resembling traditional social media.

With the job market evolving and a growing emphasis on thought leadership, expect to see more dynamic content in your LinkedIn feed. Investing in the platform can enhance your attractiveness to recruiters and help drive leads for your employer or your own business.

Twitch

Twitch Rolls Out Its Redesigned App to More Users

Twitch has expanded the rollout of its redesigned mobile app. The updated app features a personalized feed of live streams, allowing users to scroll through and tap to join streams or access the Clips feed with short-form videos. Additional updates include a Follow drawer for live streams and a Stories drawer for accessing Stories.

Why It Matters: After extensive testing, Twitch is now making the redesigned app available to a wider audience. While desktop remains the primary platform for content consumption, mobile usage is on the rise. Over 50% of users access Twitch on their phones monthly, with nearly 75% of new users doing the same.

The new app design caters to this trend by offering a mobile-friendly way to view live content and incorporating features like Clips and Stories for shorter, more frequent consumption.

Still Not Profitable: Despite the increase in mobile usage, Twitch has yet to achieve profitability. According to a Wall Street Journal report, Twitch earns about $2 billion annually but remains unprofitable, even a decade after its acquisition by Amazon. Declining ad spend and growing competition from platforms like YouTube, which is advancing its live streaming efforts, contribute to this challenge.

VSCO

VSCO Announces Client Spaces

VSCO has introduced Client Spaces, a new feature that allows creators to set up private areas for sharing client work. Creators can name their space, provide a description, set a password, and upload photos from VSCO or their desktop. They can also create a shareable link for clients to access the space. Once clients log in, both parties can communicate and provide feedback within the space.

Why It Matters: Client Spaces provides VSCO Pro creators with a streamlined way to share work and manage client communication in one place. This feature is particularly useful for those involved in creator-brand collaborations or seeking an alternative to traditional email and third-party tools for work sharing and feedback.

Building for Professional Creators: VSCO’s focus this year has been on enhancing professional tools for creators. Features like VSCO Hub, Galleries, and expanded profiles are available exclusively through the VSCO Pro subscription. While these premium tools add value for subscribers, the paywall means that only a subset of VSCO creators are actually benefiting from them.

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