TikTok Mid-Roll Ads Have Arrived

TODAY’S EDITION

• TikTok is now showing ads in the middle of videos, similar to YouTube

• TikTok adds Snapchat-like Streaks for messaging

• Instagram gives more users the option to share posts directly to their profiles

• Threads rolls out its iteration of TweetDeck

• YouTube surfaces video segments in search results

• LinkedIn makes links in organic posts less visible

DEEP DIVE

TikTok Implements Mid-Roll Ads on Longer Videos

TikTok has been implementing mid-roll ads. While watching longer videos, over a minute, some users are being served ads during the videos, typically towards the end. In these cases, a pop-up appears at the top right of the video with a countdown for the ad to start. The ad then starts playing with the option for users to skip it. After skipping or letting the ad play through, the video continues.

Encouraging Longer Videos

For a while now, TikTok has pushing minute-plus videos while also expanding the length of videos that can be uploaded. As anticipated, these efforts were probably intended to increase the inventory of longer videos for ad integration.

An Attempt At Minimizing Interruptions

These ads, served towards the end of videos, aim to minimize interruptions to the viewing experience. However, feedback from users suggests they're still causing frustration. Instagram head Adam Mosseri noted this as a reason why longer videos and mid-roll ads aren’t beneficial for Instagram's business.

Ramping Up Its Ad Business

Like many of its competitors, TikTok has been ramping up its ad business by launching new AI-powered tools and measurement solutions. Integrating ads into videos gives advertisers another surface to reach audiences, which can drive up dollars. Yet, it may come at the cost of alienating viewers.

Making Way For A YouTube-Like Partner Program

One way that TikTok could limit the backlash is to use these mid-roll ads as an opportunity to build out more of an ad revenue-sharing program like the YouTube Partner Program.

Splitting ad revenue with creators, especially for ads being run during their videos, is not only a way for TikTok to strengthen its monetization tools for creators but also a way for users to support their favorite creators by watching the ads played on their videos, which also pay them.

NEWS, TRENDS, AND INSIGHTS

TikTok Launches TikTok Studio, a Creation and Management Platform for Creators

TikTok launched TikTok Studio, a creation and management platform. Creators can use it to create, edit, upload, manage, and analyze their content and account. It offers a range of tools, including auto-captions, auto-cut, post-scheduling, comment filtering, and audience insights.

It’s available for mobile and web, replacing Creator Tools and the Creator Center, respectively. TikTok is also experimenting with a standalone app on Android and iOS.

Why It Matters: TikTok Studio is an all-in-one, YouTube Studio-like solution for creators and marketers. It provides tools for content creation, publishing, community management, performance measurement, and monetization. Historically, creators and brands often had to invest in third-party apps to access such tools, but platforms are increasingly offering these for free to encourage usage.

TikTok Adds Snapchat-Like Messaging Streaks

TikTok added Streaks. Users can unlock Streaks after sending messages to each other for three consecutive days. Streaks end if both users fail to message each other within a 24-hour period.

Why It Matters: TikTok is adopting a strategy from Snapchat by gamifying messaging engagement. While messaging is fundamental on platforms like Snapchat and Instagram, it hasn’t been as prominent on TikTok. However, TikTok has been improving its messaging capabilities, including hiring roles to enhance this part of the app, adding new functionalities, and now introducing Streaks. Users seem excited about Streaks, indicating this could be a successful move to support TikTok’s efforts.

If TikTok can make messaging a bigger part of its experience, it might start to weigh how often videos are shared via DMs more heavily in their visibility, similar to Instagram.

Instagram Rolls Out ‘Post Quietly to Profile’ Option

Instagram has rolled out a 'Post quietly to profile' option for more users. When toggled on, the post will only be shared to a user's profile and not in the feed with their followers.

Why It Matters: This feature taps into existing behavior among some users who share a post, quickly archive it, and then unarchive it to display it on their profile without sharing it in the feed. This is useful for users who want to share content without worrying about engagement, post multiple photos (such as vacation and wedding pics) without spamming feeds, or create an aesthetically pleasing profile grid.

Although this may seem insignificant for creators and brands focused on maximizing reach and engagement, it caters to everyday users who want to share photos and videos without pressure or specific goals.

Instagram Explains How Users Can Share Longer Reels

In a recent video, Instagram explained how users can post videos longer than 90 seconds. While sharing videos via Reels is limited to 90 seconds, users can upload longer videos from the Post tab. However, these longer videos won't be eligible for recommendation in the Explore or Reels tab.

Why It Matters: After speculation that Instagram was emulating TikTok by encouraging creators to post longer videos, the platform revealed that longer Reels (over 90 seconds) actually hinder distribution. Instagram now clarifies why this is the case, namely that these longer videos aren't eligible for recommendation experiences.

Although less discoverable, longer videos can still be valuable for creators and brands. However, when sharing these types of videos, they should anticipate that they may not perform as well as shorter Reels and should measure their performance accordingly.

Threads Rolls Out an Updated Desktop Experience

Threads rolled out an updated desktop experience, allowing users to pin columns for different feeds such as For You, Following, Liked or Saved Posts, Activity, and other user profiles.

Why It Matters: Threads introduces its version of Tweetdeck (now called XPro), a popular feature on X, formerly known as Twitter. The addition of pinning enables users to personalize and customize their experience, facilitating easier navigation and staying up-to-date with content and creators on the platform.

With the Threads API set to arrive next month enabling content publishing from third-party apps, engagement is expected to increase as creators and publishers gain more options for sharing and consuming content on Threads.

YouTube Displays Search Results Based on Segments of Videos Relevant to Searches

YouTube has begun displaying search results based on specific segments of long-form videos relevant to user searches. When these segments appear in the search results, the red progress bar indicates where in the video the segment is located, and the video starts playing from that point.

Why It Matters: This simplifies the process of finding specific content by directing viewers to relevant segments. While beneficial for viewers, it could potentially lead to decreased watch time for creators, as viewers may skip between segments rather than watching videos from the beginning.

In response, creators may adjust their video content to make it more search-friendly and valuable, focusing on components that provide insights into topics or answer questions. As social media continues to evolve into a search tool, creators and brands will need to put as much effort into making their content discoverable as they do into creating the content itself.

LinkedIn Reduces Image Sizes and Third-Party Article Link Previews for Organic Posts

LinkedIn has reduced the size of images and third-party article link previews for organic posts. Now, organic posts display small thumbnail preview images, while Sponsored Content with links features larger images and link previews.

LinkedIn states that this change supports its “goal of creating a feed that helps members feel connected to their professional network and stay informed about work and career-related topics.”

Why It Matters: Platform linking capabilities are continually evolving as these platforms strive to balance allowing users to drive off-platform traffic to monetizable destinations while maintaining user engagement within their own environments.

Some users employ other tactics for sharing links, such as posting them in the comments or directing followers to their Clickable Button or 'link in bio,' because they believe that including links suppresses the reach of posts. These tactics should be adopted more, along with users leaning more into native formats like Articles and Newsletters, which support LinkedIn’s original content ecosystem while allowing for easy hyperlinking.

Pinterest Opens Up Its Inclusion Fund to Small Businesses, Publishers & Creator Agencies

Pinterest is currently accepting applications for the Pinterest Inclusion Fund in partnership with Shopify. The fund is open to small merchant businesses, independent publishers, and boutique creator agencies based in the US and Canada. Eligible entities must be owned and operated by individuals from historically marginalized communities (BIPOC, disabilities, LGBTQIA+, plus-size).

Throughout the six-week incubator program, participants will receive cash grants, ad credits, hands-on learning sessions covering best practices, and expert mentorship.

Why It Matters: As the Pinterest Inclusion Fund enters its fourth year, Pinterest continues to expand eligibility criteria for participation. Initially focusing on traditional content creators, the platform has gradually broadened its support to include digital collectives, magazines, publishers, and now business owners.

This aligns with platforms' recent efforts to cater to user bases beyond individual creators, particularly focusing on publishers that are increasingly operating like creators on platforms.

Twitch Rolls Out A Redesigned Mobile App

Twitch rolled out a redesigned mobile app. It features a Home tab centered around its TikTok-like Discovery Feed, where users can scroll vertically to watch previews of live streams and short-form videos. Above the feed, there's a Stories shelf and a Followed Channels section.

Other notable updates include a Browse tab for searching specific streamers and content, an Activity tab compiling notifications and messages, and a Create tab that enables users to go live, share Stories, and manage their channel.

Why It Matters: Twitch is supporting the evolution of its users, who are consuming more content on mobile devices and in shorter sessions. The redesign also optimizes the experience for its latest features, such as the Discovery Feed and Stories, which are suited for full-screen, mobile viewing.

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