The Digital Twins Are Coming 🤖

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TODAY’S EDITION

• H&M plans to use AI-generated digital twins of models in its social media and marketing campaigns.

• Instagram’s upcoming video editing app, Edits, will have paid features.

• YouTube announces new creation tools for Shorts.

• LinkedIn is testing a Video Trends feature to curate videos.

• Substack expands more into social media with a TikTok-like vertical video feed.

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DEEP DIVE

H&M Plans to Use AI Digital Twins of Models in Its Social Media Posts & Marketing Campaigns

H&M announced it will use AI-generated digital clones of about 30 models in its social media and marketing campaigns. The models will own the rights to their digital twins, receive payment when they’re used, and control how and when they’re utilized—even allowing them to work with other companies, including competitors.

The Criticism

Jörgen Andersson, H&M’s chief creative officer, acknowledged the criticism and pushback but said the move reflects where AI is heading. And the criticism is fair. An initiative like this will impact jobs. H&M and any brand following a similar path will likely work with a smaller, more elite group of talent, limiting opportunities for newer or emerging models.

It also affects the broader ecosystem around photoshoots. With digital replicas, there’s less need for makeup artists, hairstylists, and other on-set talent.

There Are Some Upsides

For the models involved, this could be a win. They gain a new revenue stream through their likeness and remove the barriers of time and geography. Models often juggle tight schedules and demanding travel. Digital clones could reduce burnout and allow them to be in multiple places at once. Most importantly, they maintain control over how their likeness is used.

Expect to See More of This

H&M isn’t the first brand to explore this. Levi’s and Hugo Boss have tested similar initiatives. More will follow as brands look to cut costs and stretch resources amid tightening budgets and a broader economic slowdown in the U.S.

If these efforts prove successful, we could see a broader pullback in investment in human talent, including within influencer marketing. We’re already seeing signs of this, with companies making it easier to create virtual influencers for UGC content and platforms like TikTok and Meta enabling brands to use hyper-realistic digital avatars in ad campaigns.

Still, there’s a catch. If AI-generated content or digital models don’t actually drive performance or resonate with audiences, brands may rethink the strategy. That said, AI is advancing so rapidly, it’s already becoming difficult to tell what’s real and what’s generated—even with labels.

AI’s Dual Impact on the Industry

This is another example of AI’s double-edged impact. Like OpenAI’s viral image generator, it’s drawing both praise and concern. Whether you see it as an opportunity or a threat depends on your perspective.

AI isn’t going anywhere. Whether you’re a marketer or a creator, now’s the time to figure out how to use it to your advantage—while also ensuring there’s still plenty of room for the human side of creativity and storytelling.

NEWS, TRENDS, & INSIGHTS

Instagram’s Edits App Will Likely Have Some Paid Features

Instagram’s upcoming app, Edits, is expected to launch in the next few weeks, according to Adam Mosseri. While the video editing app will initially be free, Mosseri mentioned that paid features might be added later to cover the costs of computing AI.

Why It Matters: Instagram will need to find a balance between free and premium features to drive adoption, much like CapCut, Canva, and Adobe Express. Short-form video creators are eager for Edits, as CapCut’s rising costs and paywalled tools have made it less accessible.

YouTube Unveils New Creation Tools for Shorts

YouTube has announced new creation tools for Shorts, set to arrive this spring.

• New & Improved Editor: Edit Shorts with precise adjustments, zooming, snapping, and music integration.

• Edits Synced to Beats: Clips automatically align to the rhythm of the chosen music.

• Templates: Apply photos from a user's gallery to custom templates and effects, with proper attribution.

• Image Stickers: Transform images into stickers for Shorts.

• AI Stickers: Create personalized stickers from text prompts.

Why It Matters: Just a week after revealing a forthcoming update for how Shorts views will be calculated, YouTube is back with even more tools to level up short-form content creation and editing. These new features, similar to what we’ve seen on TikTok and Instagram, highlight YouTube’s growing commitment to Shorts.

On another note, it’s been a while since we’ve seen any updates to YouTube Create.

LinkedIn Tests Curation for Video Based On Trends

LinkedIn is testing a new Video Trends feature with U.S. users, highlighting trending workplace, industry, and career-related videos in the Video tab and video carousels in the feed.

In the Video tab, trends like "How I Use AI" and "Generation Myths" will appear at the top, allowing users to tap and explore related content. In the carousels, videos will be grouped by trending topics such as "A Day in the Life."

Creators can contribute videos based on these trends, with the potential for LinkedIn's editorial team to feature them.

Why It Matters: LinkedIn is refining its video experience by improving content curation, making it easier for users to discover timely and trending content. This also gives creators new opportunities to share insights with the potential for additional reach when their videos are featured.

Substack Rolls Out a TikTok-Like Vertical Video Feed

Substack, traditionally known for newsletters, is further expanding into social media with a TikTok-style vertical video feed in its revamped Media tab.

The new, scrollable feed supports videos up to 10 minutes long. Substack reports that creators who use multimedia grow their revenue 2.5x faster, making video a natural next step, especially after adding native video support.

Additionally, Substack has launched a new Leaderboards feature, which highlights the fastest-growing and highest-earning publications across various categories.

Why It Matters: As Substack continues to roll out social media-inspired features, it’s becoming easier for creators and brands to transition onto the platform.

For marketers looking to expand their creator marketing efforts on Substack, the Leaderboards provide a starting point for identifying potential talent for collaboration and sponsorships.

Patreon Launches a Podcast Network Program

Patreon has launched a new podcast network program, bringing select shows from Sony Music and Wondery to its platform. Popular shows like This is History and Scamfluencers will host exclusive content and perks for subscribers on Patreon.

Alongside this, Patreon is rolling out new podcast-specific tools, including:

• Collections: Creators can now package and sell individual episodes or full seasons.

• RSS Syncing & Importing: Hosts can manage both free and paid content in one place on Patreon.

Why It Matters: Podcasting is Patreon’s highest-earning category for creators, generating $473 million from 6.7 million paid memberships in 2024. With this latest initiative, Patreon is doubling down on podcasting, giving creators more ways to engage with their fans and grow sustainable revenue.

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QUICK HITS

Facebook will begin testing ads in notifications. These will be labeled as 'sponsored' and appear alongside regular notifications, based on users' past engagement with ads and content.

YouTube highlighted 10 different revenue streams for creators, including ads, YouTube Premium, YouTube Shopping, BrandConnect, Channel Memberships, Gifts, and more.

YouTube will let viewers stream Coachella alongside their favorite creators through its Watch With feature, which was previously limited to sporting events.

TikTok launched a TikTok for Artists platform, where artists can create campaigns for upcoming releases, highlight fan videos, access insights into the performance of their songs, and more.

TikTok shared ways it says it helps ensure a safe shopping experience on TikTok Shop. It points to safe payment options, buyer protections, intellectual property rights, easy returns, secure funds, and more.

LinkedIn officially announced impressions for comments and its updated post-sharing experience.

LinkedIn improved messaging with less disruptive desktop notifications and video attachments that play directly within conversations

Reddit added the ability for advertisers to import campaigns from Meta Ad Accounts to build ad campaigns on Reddit.

Amazon launched a trio of AI shopping features: Interests, Visual Search in Photos, and Buy With Me, an AI agent that can shop products from third-party sites.

Netflix has signed a deal with YouTube's viral dating series Pop The Balloon for a live iteration of the show, set to air on April 10th.

WHAT I’M READING

Sponsored comments: How Instagram's new feature could help brands and creators*(eMarketer)

Why Cory Booker’s Talkathon Was a Masterclass in Social Media Savvy: “The Numbers Rival TV Networks (Vanity Fair)

Creators are ditching Substack over ideological shift in 2025 (Digiday)

Why SharkNinja Is Spending Its $700 Million Advertising Budget on Creators and Product Placement (AdWeek)

It's Podcast Mania At The White House, And Beyond* (Content is Not King)

Vimeo Wants to Let Every Creator Launch Their Own Netflix (The Hollywood Reporter)

How I Landed My First LinkedIn Brand Partnership (and How You Can Too)* (Buffer)

QVC is betting on TikTok to help revive its live shopping business (CNBC)

*Includes a quote (s) / commentary from me.

THANK YOU FOR READING

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