We Are Social’s Asia Tuesday Tuneup


Meta experiments with AI-powered chat on WhatsApp and Messenger

Meta is set to reap the rewards  of investing in AI. Meta CEO Mark Zuckerberg said the long term goal is to create “AI personas that can help people in a variety of ways”, starting with text-based AI tools on WhatsApp and Messenger, which could mirror chatGPT-like features. Over on Instagram, Meta is experimenting with AI filters and ad formats with “video and multi-modal experiences.” 📹

Meta rolls out new Facebook Reels features

Meta is joining TikTok in lengthening its video time – in Meta’s case, it is expanding Facebook reels from 60 to 90 seconds, following on from the recent increase in Instagram reel duration. The company has also launched new creative tools including templates, much like those on Instagram and TikTok, as well as a ‘grooves’ feature that allows users to sync video with the beat of a song.

TikTok rolls out new screen time controls

TikTok has launched new time controls for those under the age of 18. The app will be given a 60-minute time limit, and parental control will mean parents will have to enter a password to allow their child an extra 30 minutes screen time on any given day. The company is planning to advance its family pairing tool that will allow caregivers to filter videos with words or hashtags that they don’t want their children to watch 🚫

Pinterest tests premium video ad format on search tab

Pinterest has launched a “Premiere Spotlight” ad that allows advertisers to gain access to premium placement on the Pinterest app search page for 24 hours. The page opens the company website of the advertiser within the app, allowing users to search and purchase items directly from there.

TikTok launches ‘Sounds for Business’ 

TikTok has launched a feature for small businesses to help them create fun and engaging content. The feature provides 10 custom sounds that “prompt the community to show off their most popular products”.

Twitter Blue expands to more than 20 countries

Twitter has expanded the blue tick subscription (of $8 per month) to 20 countries across Europe, making it available in 35 locations overall.

YouTube’s new leader teases AI tools 

YouTube is developing generative AI tools for content creators. In the coming months, creators will be able to “expand their storytelling and raise their production value, from virtually swapping outfits to creating a fantastical film setting through AI’s generative capabilities”.

LinkedIn’s flood of ‘collaborative’ articles start out with AI prompts

LinkedIn’s new feature – collaborative articles – will use AI powered conversation starters to spark discussion among experts. The feature will match the article topic with relevant member experts, inviting them to contribute to conversations. 

In other news, Instagram is working on a video trimmer for stories (👀) and the ability to add music to carousel posts. TikTok is allowing businesses to add a link to their app via their profile 🔗and Facebook are adding the option of a ‘close friends’ list within friends 🧑‍🤝‍🧑