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Hello, geeks!

Welcome to this week’s edition of Geekout.

Grab a coffee, switch your phone to ‘Do not disturb’, settle in... We’ve got plenty to discuss this week.

Ready? Let’s do this!

To kick things off…

Also…

The secret to Geekout Newsletter’s success revealed:

  • Twitter invited me to discuss how I approach writing Geekout each week. I explain how it gets put together, the difficult choices I make during editing, my struggles with imposter syndrome, and more. Have a listen.

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I also have availability to take on new social media consultancy projects + mentoring/coaching sessions. Email me for info

Right. Let's get cracking.

First, the BIGGEST stories in social media land this week:

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🔥 GEEKOUT HOT 5

  1. Zuckerberg’s Horizon Selfie Got Mercilessly Mocked [NO ZUCK. JUST NO]

  2. Meta, TikTok, Twitter Reveal Plans to Tackle U.S Midterm Election Chaos [HERE WE GO AGAIN]

  3. Chinese Regulator Forced Tech Platforms to Reveal Algorithm Secrets [DECLASSIFIED] 

  4. Facebook Nearly Collaborated With Apple on a Revenue Sharing Deal [FRENEMIES]

  5. TikTok’s Algorithm Is Now Audited By Oracle In The U.S [“PLEASE TRUST US”]

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Struggled to keep up with all the new features and platform changes launched this week? I got you. Here’s your rundown of everything else worth knowing about this week:

It turns out Meta isn’t the only one using its in-app browser to spy on you. TikTok’s browser is capable of capturing everything you type (number of people surprised: 0)... Meanwhile, TikTok launched a bunch of new shopping ads… And unveiled a new in-app AI-powered text to image generator (this could get messy).

Over at Meta HQ, things aren’t looking so rosey. Facebook appears to be losing its grip as a Top 10 app.. And it fired a bunch of people via video call, using an algorithm to decide who got cut (of course it did 🙄)... Meta also rolled out SIX new features for Reels creators (Instagram’s overlord AKA dude with glasses AKA Adam Mosseri summarises the new stuff here)... BTW… Reels scheduling is now available to all users in Meta’s Creator Studio platform.

The Elon Musk Twitter shitshow continues. A lot of Twitter staff (tweeps) are quitting their jobs (again. No surprise). As for Elon, he’s reportedly fed up of Twitter’s lawyers hounding him. Apparently, Twitter wants to see his text messages. Meanwhile, experts cast further doubt over Elon’s bot account claims (people still have doubts!?)... Elon Musk doesn’t give AF, and tweeted saying he’s buying Manchester Utd… as a joke. (hilarious 🙄).

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Snapchat killed its Pixy camera drone (that didn’t last long)... But it’s giving Snapchat+ subscribers FOUR new features (someone wake up the Twitter Blue team)... Reddit is making it easier to create ‘great’ bots (because Reddit doesn't have enough bot activity)... And YouTube is working on a streaming video marketplace.

And finally… Amazon is testing a TikTok-like feed for shopping (who ISN’T copying TikTok right now?)... And entering the metaverse is going to be crazy expensive…

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WORTH A LOOK 👀

💥 EXCLUSIVE: The Official Geekout Group For SMMs On Facebook [JOIN 28,000+ MEMBERS]

👀 INSTAGRAM: How Instagram’s ‘Suggested Post’ Algorithm Really Works [REVEAL]

💰 META: How Mark Zuckerberg Makes + Spends His $Billions [SHOW ME THE MONEY]

🔥 TIKTOK: The 10 Most-Followed TikTok Accounts In 2022 [TIK-TOP]

📱 PRO-TIP: How To Do That Viral TikTok Photo Editing Hack [TAKE A LOOK]

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Right then, folks… Let’s dig a little deeper on the stories everyone’s talking about. My analysis on the biggest developments this week, coming up next. 👇

– Matt

P.S.The BIG Geekout News Briefing for Social Media Managers is LIVE today at 4pm UK / 11am ET / 8am PT. Listen live / Play back

🚨 Everyone's talking about...

Back in the early days of social media, the mantra was 'let the content flow'. Mashing up data, automatically crossposting between platforms... it was all fair game.

Then came the era of walls. Platforms wanted you to stay with them, so they made it as difficult as they could to cross-post content. Now things have started to open up a bit more... but the platforms are being a bit more careful about it than in the old days.

TikTok started the trend a few years ago with one of its greatest growth tactics: letting you download your own videos (and, crucially, other people's) with a TikTok watermark attached. Users happily shared them elsewhere, giving free marketing to TikTok.

Now TikTok's rivals have cottoned on to the benefits of cross-promotion; they're just being very careful about it. YouTube has started adding a watermark to Shorts videos when you download them. This is good promotion if a Shorts video gets seen elsewhere, but it also potentially limits their reach on rival platforms as watermarked videos can be penalised by algorithms. 'Share elsewhere but make Shorts your priority' seems to be the message to creators.

And Meta clearly realises some users are using the sometimes superior Reels tools to create TikTok videos, so it's making you post to Reels first if you want to download a version with sound. Again 'we're all for sharing but put us first' is the message.

Meanwhile, TikTok wants you to share your TikTok Stories on Instagram and Facebook. As Stories are less algorithmically filtered than videos, this could be a good way of getting that TikTok watermark seen on other platforms.

I doubt we'll ever go back to the freewheeling days of API data mashups (fun fact: that's where the name 'Mashable' came from) and rampant cross-posting, but platforms want you to share your content outside their walls again... as long as you remember who's really in charge.

See also: For sites like Instagram and Twitter, imitation is the only form of flattery

Americans worried about TikTok's potential for harm as a Chinese app might be pleased to hear that US-based hosting giant Oracle has started to audit the app's algorithms.

As Axios explains:

The reviews give Oracle visibility into how TikTok's algorithms surfaces [sic] content "to ensure that outcomes are in line with expectations and that the models have not been manipulated in any way," the spokesperson said....

...Oracle will also conduct regular audits of TikTok's content moderation processes, including those involving automated systems and those employing people, a spokesperson said.

The news comes as politicians grow more frustrated that national security concerns around the app remain unresolved almost two years after Donald Trump first floated the idea of banning the app entirely.

TikTok has quietly pushed back against claims it's a security risk, but ultimately the app is likely to find itself a pawn in the increasingly tense geopolitical rivalry between the US and China.

Meanwhile, TikTok is among the apps having to share their algorithms with a regulator in China, although in both the US and China we're unlikely to hear much publicly about what the algorithms actually do - that information could well be deemed to valuable to share with the public.

If the metaverse is the future, why does it look like a 20-year-old video game? That's the perfectly reasonable question lots of people having been asking after Mark Zuckerberg shared the rather lame-looking image above when announcing Horizon Worlds' launch in France and Spain this week.

There are probably practical factors at play here. The graphics for a massively multi-user virtual reality environment where people can act in unpredictable ways and where Meta hopes millions, and eventually billions, or users will be online at the same time probably need to be more basic than your average modern online video game.

But the reaction this week shows just how far Meta has to go with its metaverse vision. Convincing people that the road along the way is worth travelling is going to be tricky when the glorious world Zuckerberg has promised just isn't ready yet.

👉 Must follow

In this new section, each week I'll reveal my top sources of insider info, smart advice, or just great memes. This week...

I stumbled upon Tommy’s tweets recently and love his straight talking, no-BS tips and smart advice. He also often drops relatable memes for social media managers. Go follow. Here are a couple of sample tweets...

👷 Job of the week

This is a massively exciting role for any pop fan 👇

👀 Essential reading

It's increasingly clear that we're at the beginning of the end of legacy social media platforms. These two really insightful articles explain why:

"Trends in medium, AI, and user interaction underpin Instagram’s response to TikTok, and will determine Meta’s long-term moat."

"Social Media is over. Recommendation media is the new standard for content distribution. Here’s why friend graphs can‘t compete in an algorithmic world."

📈 Charts of the week

Ofcom's annual Media Nations report is always worth digging into, and the 2022 edition came out this week. Here are two insights worth knowing about...

And a bonus insight...

❓ Questions of the week

I usually just share one, but both of these questions brought in lots of great replies. Tap through to read the smart (and often funny) replies...

⏰ Coming soon...?

A weird one this week. Lots of people spotted this...

🗣 Industry chatter

Facebook video creators' new nightmare? The ‘limited originality of content’ tag...

🐣 No-context tweet

🔨 Tool of the week

Who is in your circle of Twitter Friends? Find out who you engage with most with this tool. There are similar apps out there, but this is a good one.

🤡 Just for fun

Automatically write cringeworthy LinkedIn posts with this tool. You too can have wild engagement from absolute tripe content!

💬 You can quote me on that

When I'm quoted in the news, you'll find it here...

I gave my thoughts with Protocol about Chinese tech companies sharing information about their algorithms with the company's internet watchdog.

Also:

🐥 Top tweet

🔵 Meta news

"The two tech giants discussed revenue-sharing arrangements, including a potential ad-free, subscription version of Facebook."

  • Meta has announced how it will tackle election integrity during the US midterms. [Gizmodo]

  • Facebook is increasingly out of the top 10 iOS apps as BeReal and TikTok grow in popularity. [TechCrunch]

  • Meta has been criticised after contractors were apparently selected for firing via algorithm. [Engadget]

  • Australia will investigate Meta's copying on TikTok. [Sydney Morning Herald]

  • Meta won't comment on whether it will completely abandon CrowdTangle. [Poynter]

  • Meta has partnered with Doordash for deliveries of Facebook Marketplace purchases in the US. [Wall Street Journal $$$]

Insights to give you an edge at work:

  • Instagram has shared new information about how it ranks its feed. [Social Media Today]

  • Getting started selling on Instagram? A new guide will help you get it right. [Social Media Today]

  • Want to gen up on business uses for messaging apps? Meta has published a new report. [Social Media Today]

  • What you need to know about the 'limited originality of content' tag for Facebook video. [FossBytes]

  • Why news publishers are positive about Instagram's shift to video. [Press Gazette]

New features and tests:

Facebook:

  • Facebook has started rolling out collaboration for videos. [@jonah_manzano]

  • An apparent Facebook test places a seemingly random Page at the top of the screen, with links including shopping and Messenger. [@adzflowers]

Instagram:

  • Reels has launched new features for creators including an 'Add Yours' sticker, cross-platform posting and Facebook insights. [@mosseri]

  • Instagram is testing the option to add a shopping product to your wishlist after you take a screenshot of it. [@MattNavarra]

  • Instagram has been spotted testing a separate Subscriptions feed. [@jonah_manzano]

  • Instagram is stripping out audio from unpublished Reels when creators try to export a clip to use in another app. [The Verge]

  • Instagram is prompting some users to message accounts when you visit a link they shared. [@MattNavarra]

  • Instagram has tweaked its messages interface. [@ahmedghanem]

  • Instagram is still working on profile feed ads. [@alex193a]

  • Instagram is still developing a broadcast chats feature. [@alex193a]

  • Instagram continues to work on a 'Send a gift' feature. [@alex193a]

  • instagram briefly rolled out 60-second stories to more people this week. [@MattNavarra]

WhatsApp:

  • WhatsApp has launched is new native app for Windows, with a Mac version to follow. [9to5Mac]

  • WhatsApp is testing the ability to undelete messages. [WABetaInfo]

The rest: Creator Studio/adtech/Quest and more:

  • Horizon Worlds is rolling out to all adults in France and Spain. [@MataNewsroom]

  • Meta now seems to block targeting TikTok in ads. [@herrmanndigital]

  • Creator Studio now offers Reels scheduling to all users. [Social Media Today]

  • The latest Quest software makes the shift from Facebook to Meta accounts. [UploadVR]

🐣 Twitter news

  • Twitter must give Elon Musk documents from the company's former product chief, but not 21 other staff, a judge has ruled. [Bloomberg $$$]

  • ...and Twitter is trying to get hold of Musk's text messages. [Insider]

  • Twitter continues to lose staff at an "absurdly high" rate as the Musk dispute drags on. [Insider]

  • Meanwhile, Musk's use of Twitter has been called into question again after he joked about buying Manchester United. [The Guardian]

New features and tests:

  • Twitter has launched a revamped Twitter Pixel, a Conversions API and App Purchase Optimization for advertisers. [AdWeek $$$]

  • Twitter now supports video uploads in the HVEC video format used by iOS, from the web. [@wongmjane]

  • Twitter is testing a refreshed selection of emoji reactions for Spaces. [@TwitterSpaces]

  • Twitter has added a Circle option to the side menu for some users. [@WFBrother]

  • Twitter is developing better controls for filtering replies. [@wongmjane]

  • Twitter is working on letting you switch on tweet notifications for accounts you don't follow. [@nima_owji]

  • Work on Twitter's new 'Reports' tab is underway. [@nima_owji]

  • Twitter is making subtle changes to how DMs display on the web. [@nima_owji]

🔺 TikTok news

TikTok now generates (weird) images based on your text prompts.

  • TikTok will ban paid political videos from influencers ahead of the US midterms. [Bloomberg $$$]

  • TikTok tracks what you type in its in-app browser. Meta was recently found to be doing similar. [MacRumors]

  • TikTok's rapid growth has made its ad sales operation inconsistent, some ad buyers. [Digiday $$$]

  • A coalition of 70 TikTok creators is boycotting Amazon influencer work in solidarity with workers fighting for better pay and conditions from the company. [Washington Post $$$]

  • Brand marketing on TikTok could be transformed thanks to a lawsuit against Bang Energy. [Insider $$$]

  • Apple is allegedly threatening to fire an employee who posted basic iPhone security tips on TikTok, while identifying herself as working for Apple. [The Verge]

Insights to give you an edge at work:

  • How to do that one viral TikTok photo editing hack on iPhone. [Hootsuite blog]

New features and tests:

  • TikTok has launched new shopping ads. [Social Media Today]

  • TikTok now has a 'Quick Pairing' feature to let users connect with other hosts during their live sessions. [@MattNavarra]

  • TikTok has launched new effects designed for animals. [@heydanschenker]

  • TikTok is working on a 'Speed Mode' to switch between WiFi and mobile data for a stable connection during live sessions. [@MattNavarra]

  • TikTok has a new QR code option. [@jonah_manzano]

  • TikTok is testing the ability for creators to share their TikTok Stories to Instagram Stories. [TechCrunch]

  • TikTok profiles on the web now allow a clickable external link. [@jonah_manzano]

💥 More social media news and updates

YouTube wants to become a hub for the highly competitive world of streaming video services.

  • Snap has cancelled development of its Pixy selfie drone. [Wall Street Journal $$$]

  • YouTube has appointed a new global head of creators. [TubeFilter]

  • Another lawsuit claims social apps harm teens' mental health. [Hollywood Reporter]

  • Triller is being sued by Timabland and Swizz Beatz over alleged missed payments to the hip-hop stars. [Washington Post $$$]

  • The Biden administration wants to keep screening US visa applicants' social media accounts. [Protocol]

  • Telegram's latest iOS update was delayed after Apple made the company remove animated emojis similar to its own Animojis. [9to5Mac]

  • 'Buy now, pay later' companies in the UK have been warned to comply with financial ad rules when working with influencers. [The Guardian]

  • Chinese influencers have faced criticism for encouraging their followers for go on dangerous trips. [The Guardian]

  • The Pentagon has issued its first department-wide social media policy. [Forbes]

  • Actor Tom Holland is taking a break from social media. He says Instagram and Twitter are "overwhelming" and bad for his mental health. [Variety]

New features and tests:

  • YouTube has announced new ad tools for targeting users watching on TVs. [Social Media Today]

  • YouTube is testing removing the Explore page in favour of a navigational panel on the app home page. [Android Central]

  • Snapchat+ has rolled out a bunch of new features as the subscription service passed 1 million subscribers. [TechCrunch]

  • Snap has launched a new Bitmoji fashion collection from Carhartt. [Social Media Today]

  • Shopify has launched Collabs to help creators discover and partner with independent businesses. [TechCrunch]

  • Reddit has launched an integration with cryptocurrency exchange FTX. [The Verge]

  • Reddit has launched a new portal to help developers build third-party apps. [TechCrunch]

  • Pinterest has started rolling out a a simpler hosted checkout services for retailers who use Shopify. [Social Media Today]

  • Discord is rolling out a cheaper paid plan with fewer features. [TechRadar]

  • Cameo has launched the ability to have 10-minute calls with celebrities. [Gizmodo]

  • Amazon is testing a TikTok-style product discovery feed. [Wall Street Journal $$$]

  • Amazon has launched new tools to help advertisers pay influencers. [Insider]

  • Bumble is experimenting with group chats, polls, and video calls for its new social networking feature called 'Hive'. [TechCrunch]

📖 Weekend reading

:Welcome to the era of the audio meme, a time when replicable units of sound are a cultural currency as strong as — if not stronger than — images and text."

😳 And finally...

That's what I call working smarter, not harder.

📅 Back next week...

…You. Are. Done!

Social Media Manager IQ: ⬆+2pts

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Right… I’m heading off as I got tickets to this little gig in London. 😮

I’m taking my 12-year old to give her the night of her little life.

Goodbye geeks!

– Matt

______

This newsletter is edited by Martin SFP Bryant

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