Social media updates and new features to know this week
Including YouTube, X, LinkedIn and more.
Welcome to a new week of updates. YouTube announced a new U.K. training initiative focused on preparing creators, journalists and TV producers for media that’s more geared for digital platforms and creator culture.
They said the program is a partnership with the BBC and the National Film and Television School and the goal is to blend traditional storytelling and production skills with more modern audience engagement and creator-driven media tactics.
YouTube said the lines between television and creator content have largely disappeared. More YouTube viewing is happening on TV screens with creators increasingly building full production companies around their channels.
The company also pointed to the growing economic impact of the creator economy in the U.K., saying it contributes about €2.2 billion to its GDP annually and supports thousands of jobs.
Let’s get into what else is new.
YouTube
YouTube is expanding its AI-powered likeness detection system to all creators over 18, giving users a way to detect and flag deepfake videos that use their face without permission. They say the tool works somewhat like Content ID, but instead of scanning for copyrighted material, it scans for AI-generated versions of a person’s face. Users upload a selfie, it gets scanned and YouTube alerts them if it finds potentially synthetic or altered videos using their likeness.
YouTube also announced new creator-led shows, expanded shopping tools, and rolled out more AI-powered ad products to help brands tie creator content directly to purchases during its Brandcast event last week.
One of the biggest updates is a new Buy with Google Pay feature. Viewers watching YouTube on smart TVs can now buy products directly from ads using saved Google payment information.
YouTube is also rolling out affiliate partnership ads, which let brands turn creator content into shoppable ads. The platform is leaning into the idea that creators influence purchase decisions, citing internal data saying viewers are 13 times more likely to search for a brand and five times more likely to buy after creators talk about products on YouTube.
The company also previewed new multimodal video creation tools powered by Google AI models like Gemini and Veo that can help brands generate video creatives faster.
They additionally launched Custom Sponsorships, which use AI to match brands with relevant creator content and audiences.
TikTok
TikTok announced updates to its Smart+ automated ad system at its TikTok World event.
One addition is Search Hubs, which lets brands place ads alongside TikTok search results tied to specific categories and interests.
The platform also expanded generative AI toolkit Symphony, which can help marketers create video ads, avatars and translations, which will now be much faster than before.
Additionally, TikTok launched a new program called TikTok Real to help brands fight counterfeit products and protect their content on TikTok Shop. It includes faster takedowns, better reporting tools and a central hub where brands can track issues and work with TikTok and IP experts.
TikTok says it’s trying to make its shopping platform more trustworthy as it grows. For brands, this means better protection and monitoring are becoming part of daily operations rather than after something goes wrong.
X
X updated its History tab for iOS devices to make it easier for users to find content they’ve already viewed or saved in the app.
The new layout separates activity into categories like bookmarks, liked posts, videos and long form articles, X Head of Product, Nikita Bier, said, creating more of a “watch or read later” experience inside the platform.
LinkedIn is rolling out a new Advice Sessions feature that lets users sell one-on-one consultations from their profiles. With Premium Business, users can manage bookings, take payments and host video sessions without sending clients off-platform.
LinkedIn says this will turn profiles into direct revenue tools. Users can now monetize their expertise at the point of discovery, making it easier for consultants or creators to get paid for their knowledge.
Instagram recently launched Instants, a Snapchat-like feature for sharing quick, disappearing photos with friends and followers. The photos can only be viewed once and disappear after 24 hours.
Users can’t heavily edit them, screenshot them or upload old camera roll photos, Meta said.
Instants lives inside Instagram DMs and is also launching as a standalone app in some markets. See step by step instructions here.
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at [email protected].
