The company is also testing “trial Reels,” letting creators share content with non-followers first to gauge performance before pushing it to their core audience. To further streamline content creation, Meta is collaborating with video editing app Edits to enhance in-platform production tools.
And in a direct bid to lure TikTok talent, Meta is paying eligible TikTok creators up to $5,000 in bonuses over three months for posting Reels to Instagram and Facebook.
“[This is] going to be hard for many TikTok creators to resist, regardless of how they might feel about Meta or Reels,” Enberg said. “Still, there’s no real replacement for TikTok when it comes to building an audience and monetizing, and the loss of TikTok would likely spur more platform diversification.”
Pinterest: free ad space for certain campaigns
Vying for TikTok’s ecommerce ad dollars, Pinterest is offering a limited-time incentive—free ad space for full-funnel campaigns—according to Business Insider, while touting its Gen Z audience and brand safety features.
The deck also highlights the platform’s AI media buying tool, Performance+, claiming advertisers using it have seen an average 20% improvement in CPA for catalog sales campaigns.
X: dedicated video tab
X released a new video tab in the app’s bottom navigation bar this week, giving users a dedicated space to browse video content more easily, according to the company.
The platform has been experimenting with video for a while—rolling out a TikTok-style scrollable video feed in 2022 before Elon Musk took over. This latest update is another step toward making video a bigger part of the X experience.
you better not be making a dedicated video tab when I get home
me: pic.twitter.com/ZbmLBmSbDp
— X (@X) January 20, 2025
Snapchat: helping creators earn more
Last month, Snapchat rolled out a new monetization program, letting ads run within eligible creators’ Spotlight videos and Stories—part of its broader push to help creators earn more from their content.
