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Hello, geeks!

Welcome back, folks!

I hope you all had a ‘cracking’ Easter break (ba-dum-tsh) 😁

Following my rare break from publishing Geekout, this week’s is a double-stuffed edition, full of everything new in social from the past 14 days.

Zuck’s FTC antitrust trial revelations, Instagram’s new CapCut-rival video editing app Edits, YouTube turning 20 years old…

…All that and more, coming up in moment.

But first…

• 🔥 The 2025 Social Media Benchmarks Are Out… Where Do You Rank? [ad]

__________

The button that changed the world 👍

Books and my ADHD brain? Not a love story. I usually start with the best of intentions and abandon ship 15 pages in.

But the lovely folks at Harvard Business Review Press gifted me an advanced copy of ‘LIKE: The Button That Changed The World’.

I pushed through the ADHD-brain pain to check it out — and against all odds, I actually finished it.

The book unpacks the wild backstory of the "like" button — how a tiny thumbs-up morphed into a billion-dollar dopamine machine driving social platforms, influencer marketing, and the rise of the creator economy.

It's full of juicy bits: who really invented the button, why it stuck, how it hijacks our brains, and how it's shaped everything from ad spend to our self-worth.

There’s even a section on the "like economy" — aka how brands profit from our need for validation. Fun stuff.

For social media managers, it’s a fascinating mix of tech origin story, media critique, and future-gazing provocation. Smart, sharp, and way more entertaining than it has any right to be.

The book is written by Martin Reeves, Chair of BCG Henderson Institute, and Bob Goodson, a Silicon Valley pioneer who contributed to the creation of the "Like" button.

It’s out April 29. Add it to your must-read list.

✨ Got any other ADHD-friendly book recs that won’t lose me at chapter two? Hit reply and share!

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🔥 GEEKOUT HOT 5

Geekout’s pick of the hottest headlines in social this week:

2. Instagram’s new CapCut rival video editing app ‘Edits’ hits #1 in App Store charts [ROCKETING]

3. Ofcom announces 40+ strict child online safety rules including age verification for social platforms in UK [ENFORCING]

4. EU fined Meta €200 million for breaking DMA rules with ad-free subscription model [PUNISHING]

5. YouTube turns 20 and is on track to be the world’s biggest media company [DOMINATING]

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🚨 EVERYONE’S TALKING ABOUT…

Meta goes on trial

The big antitrust trial against Meta began in the US last week, with the FTC arguing that Facebook sought to “neutralise” competitive threats.

The trial could ultimately end with Meta being broken up, something Mark Zuckerberg is so keen to avoid that the company has been spending heavily on lobbying and sucking up to Donald Trump.

That the trial is happening at all makes it clear that all that sucking up hasn’t amounted to much. Zuck offered $450 million to settle the case… But the FTC demanded $30 BILLION! 😳

Still, for social media geeks like us, the ongoing trial has told us a bunch of fun things.

For example, we’ve had insights into the acquisition of Instagram. Sheryl Sandberg thought Meta overpaid for the app and considered blocking Google+ ads to keep that social network down. One reason Facebook didn’t kill Instagram after buying it was to keep “everyone from hating us”, according to an old email from Zuck. Apple, Google, and Twitter were interested in buying Instagram before Meta did, and Instagram’s co-founder Kevin Systrom said Meta denied his company resources to grow in the early days.

And while it’s perhaps no surprise that Mark Zuckerberg thinks TikTok is Meta’s biggest threat (it has apparently has shot a hole of up to $6 billion in Meta’s revenue), has also said LinkedIn is now a real competitor to Meta’s platforms.

While don’t know how the trial will ultimately play out, the FTC’s case looks pretty shaky. It hinges on the idea that Meta’s only competition is Snapchat and an obscure app called MeWe …which is obviously nonsense.

Does the US government even understand what Meta is? Zuck will be hoping the judge sees the holes in the FTC’s argument.

Here are a few more fun insights from the trial so far…

• Internal Meta emails revealed why Zuck feared Facebook was dying 

• Zuck had a 'crazy idea' to boost Facebook's relevance at one point: delete everyone’s social graph and make them start from scratch

• Zuck defended copying other apps’ features as survival, not sabotage

• Zuck claimed Meta could have boosted Snapchat’s growth — If Snap had accepted his $6 billion offer to buy it in 2013

• Instagram boss Adam Mosseri warned Zuck about prioritising influencers in 2018

• Zuck said Meta’s goal is “valuable experiences,” not just milking extra seconds from users

• Zuck said he’d “do it again” when asked about acquiring WhatsApp and Instagram

• Zuck said Meta has talked about a Facebook or Instagram feed made up entirely of ads(?!)

• …And Zuck defended his decision to put more ads on Instagram

• Meta claimed Facebook and Instagram are hardly social apps anymore. Instagram boss Mosseri told Zuck “I think [Instagram]'s more of a messaging app than a broadcast-sharing app at this point” in an email in 2018.

• Meta got slammed by Apple and Snap over failing to redact trial slides effectively

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✨ NEW & NOTEWORTHY

Everything else you need to know from the past seven days…

Meta / Facebook 👥

• Meta finally admitted Facebook has a spam problem and announced new moves to tackle it. Facebook will restrict reach + monetisation of spammy accounts, add a downvote button on comments, and more

• Meta’s opt-out options for AI training data don’t work, some users have complained

• Meta add new tools to lets brands track if their ads actually generated sales

• Meta tried to curry favour from Trump by sponsoring the traditional White House Easter Egg Roll as its blockbuster antitrust trial continues

• Meta’s Oversight Board has criticised the company for rushing through major hate speech rule changes

• Meta’s Ray-Ban glasses now have stylish new looks and smarter AI

• Facebook added a new feature called ‘Focus’, offering options like reaching more people, maximising earnings

• Facebook has a new security scorecard feature for agencies, to help protect client accounts

  __________

Instagram ✨

• Instagram is testing a “Storylines” feature to make Stories more collaborative

• Instagram is testing ‘Original by’ labels on reposted Reels, to credit verified creators

• Instagram’s new Edits app now shows your user ID, revealing if you were one of the first to download it

• Instagram is already working on a paid subscription for Edits called Asteria

• Instagram is testing a “Voice Effects” feature for Reels

• Instagram is testing an option to share your posts to your WhatsApp Status

• Instagram is still working on the standalone app for Reels

• Instagram added a feature to turn cutout collages into animated collages in Stories

• Instagram added a new ‘Overlays’ editing feature for Reels

• Instagram is testing a new “Quicksnaps” feature on iOS

• Instagram is adding a “Create Task” feature within DMs

• Instagram no longer allows screenshots of DM chats

• Instagram is testing voice note transcription in the latest app iOS beta

  __________

Threads 🧵 / WhatsApp 💬 

• Threads has given its web app new features, including a new tool to create shareable images of posts instead of taking screenshots, and the ability to find and follow connections from X

• Threads now prompts users to add up to 10 interests on their profiles

• Threads is now showing post views in the post sheet

• Threads is showing a new “Author” label for replies left by the original author of a post

• WhatsApp has defended Meta AI integration, which is annoying some users as it can’t be switched off

• WhatsApp has added an ‘Advanced Privacy’ mode to protect sensitive group chats, which restricts screen

• WhatsApp is rolling out a feature to remove deleted messages from quoted replies

• WhatsApp is working on a feature to choose the quality for downloaded photos and videos

• WhatsApp is rolling out a feature to choose how voice messages are transcribed

• WhatsApp is rolling out a feature to share video status updates up to 90 seconds long

• WhatsApp added on a new ‘Add Yours’ sticker for Status updates

• WhatsApp now lets your create your own sticker packs

  __________

Twitter (‘X’) 🤡

• X Chat, the upcoming chat feature by X, has been revealed on desktop for a few users invited to test it

• Elon Musk seems to have tanked the X engagement of far-right influencers who criticised hm

• X is testing a TikTok-style video player to boost engagement

• X is suing the state of Minnesota over its new law banning AI deepfakes in elections

• X brought in $91 million in subscription revenue in February, up 32% YoY

__________

YouTube 📺

• YouTube added a custom split-screen view and a redesign on TV, voice replies in comments, and more

• YouTube Premium now lets you speed through videos at 4x… for some reason 🤷‍♂️

• YouTube could become the top-earning media company in 2025, worth up to $550 billion, overtaking Disney

• YouTube made auto-dubbing available to all creators in the Partner Program, and added a new ‘Gift Combos’ feature for livestreams

• YouTube ad sales brought in $8.9 billion in Q1 2025, up 10.3% YoY

• YouTube put out an open call for creators to participate in upcoming user research

• YouTube is now exempt from Australia’s under-16s social crackdown… and TikTok and Meta are NOT happy

• YouTube is expanding automatic location tagging to travel and restaurant-related Shorts

• The Vatican will stream the Pope’s funeral on YouTube tomorrow in multiple languages

  __________

TikTok 📱

• TikTok now displays reviews for certain location-tagged posts in the App

• The EU will probe TikTok over the ‘#SkinnyTok’ trend

• TikTok is testing a few tweaks on Android, including a new “Share” button for profiles and a new “content preview” feature for suggested accounts

• TikTok will soon allow your to receive private private messages from users you’re not following

• TikTok is testing a “Preview post” button for photo posts on Android

• TikTok just added a feature called ‘Text image’

• TikTok added a new “Interact” feature for Live Videos. It contains “Text polls” and “Playbook”

• TikTok now lets users manage permissions for comments on past posts

• TikTok has added support for Alt text for photos

• TikTok is enabling its product recognition feature by default

  __________

LinkedIn 💼

• LinkedIn will now let users display its verification badge on other websites and platforms

• LinkedIn is doing another purge of inactive accounts, so look out for a dip in your follower count

• LinkedIn added new growth tools for Premium Company Pages, including the ability to invite followers of similar Pages to yours

• LinkedIn is testing a new UI with engagement buttons (like, comment, repost, share) for videos shown in the feed

• LinkedIn’s wire ads went global — and they’re built for brand boosts

• LinkedIn expanded its top-of-feed news banners to more regions

  __________

Bluesky / Pinterest / Snapchat / More… 🦋

• Bluesky launched its own old-school Twitter-style blue-check verification system. It also allows employers to verify staff

• Snapchat launched an affiliate program that pays creators to refer advertisers

• Snapchat expanded its parental tools with a redesigned safety hub and guides

• Pinterest is prompting teens to close the app when they’re at school

• Pinterest revamped its Academy training platform with goal-based learning and skill badges 

• Pinterest added new badges to showcase your Pin marketing knowledge

• Patreon joined the live video game with built-in livestreaming

• Linktree added the ability for creators to sell courses, and other products like ebooks

• CapCut on desktop is testing a new screen recording feature in the latest macOS app beta

  __________

🔥 Want to see more hot NEW features spotted in the wild this week?

Just head to the ‘More news’ section below!

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🤖 SOCIAL A.I.

The newest social media A.I. features spotted this week:

Also spotted this week 👀

• Meta AI can now provide live translation and stream music on the Ray-Ban smart glasses

• Meta’s new AI tools let you build VR worlds with just a prompt

• TikTok is enabling its product recognition feature by default

• YouTube has rolled out an AI video carousel for smarter search results

• xAI’s Grok can now answer questions about what’s in view of your smartphone’s camera

• xAI’s Grok added a new ‘Translator’ mode preset, the ability to adjust voice speed during conversations, and new ‘Draw me’ + memory features 

• TikTok is testing AI-powered descriptions on desktop that offers users more context about videos

• Instagram added a Meta AI “Rewrite” option for captions for Posts, Reels, and Stories. And it can rewrite or change the tone of your messages in DMs

• Instagram added a ‘Make AI Image’ sticker in DMs

• WhatsApp added the ability to upload images to Meta AI. And so did Instagram

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⏪ IN CASE YOU MISSED IT…

Top stories from last week, when Geekout took a break:

• Instagram officially launched Blend, letting you create a custom, invite-only Reels feed for you and your friend(s) from a DM chat

• Meta blocked Apple Intelligence on Facebook and its other iOS apps

• It emerged that X’s UK revenue crashed 66% in the year after Elon Musk’s Twitter takeover

• TikTok tightened brand safety with new ad placement tools

• YouTube expanded its ‘Hype’ programme, and provided advice ahead of mid-roll ad changes

• …and failed UK Prime Minister Liz Truss wants to launch a ‘free speech’ social network (to go with all of the others?!)

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💬 YOU CAN QUOTE ME ON THAT

When I’m quoted in the news, you’ll find it here:

I spoke to Fast Company to point out that Meta’s copycat strategy isn’t a bug — it’s the business model.

Also this week:

• BBC NEWS: As Discord trials face scanning for user age checks, I told BBC News that “the era of ‘click to confirm you’re 13’ is dead”.

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😆 LOL

And as Bluesky launches its own Twitter-style blue-check verification…

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📈 MEMES

As Geekout took a week off last week, now’s my chance to share my favourite ‘Katy Perry goes to space’ memes…

Also:

• Trump’s bureaucratic sign-off is now everyone’s favourite internet punchline

  … And his tariffs make for great memes

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🌡️ VIRAL

Don’t tell me identical twins can’t be telepathic… 🧠

These two went mega-viral on TikTok this week, and have appeared on endless chat shows and morning TV programmes around the world.

Also:

• Chinese manufacturers are using TikTok to pitch cheap "dupes" of luxury brands like Hermes and Lululemon directly to Americans

• The ‘Dubai chocolate’ TikTok trend has caused an international shortage of pistachios

• The Ice Bucket Challenge is back! It worked once, so why not try it again?

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🪧 BRANDS

“Whatever you think about Wendy’s comments lamenting Katy Perry’s return from space, one aspect of the fracas is beyond dispute: Brands on X have touched the third rail like this before…”

Also:

• Duolingo boosts its YouTube Shorts viewership 430% in one year

• Liverpool FC’s rebrand: A fresh look to conquer social media?

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🙊 WHAT DID YOU SAY?!

“There are some social media channels that are particularly vitriolic and are descending into a gutter"

- London Marathon director Hugh Brasher on why the event has stopped using X

Also overheard this week:

• A 2018 email revealed Mark Zuckerberg wanted Instagram to "keep growing, even understanding it will naturally cannibalise FB somewhat."
  

• “These videos promoting extreme thinness are revolting and absolutely unacceptable… the social networks cannot escape their responsibility” – France’s digital minister Clara Chappaz has reported TikTok’s #SkinnyTok trend to regulators
  

• “We don't care where a company's from and who's running it. We care about protecting people” – European Commission president Ursula von der Leyen insists the EU will enforce its digital laws fairly

• “I don't want to be responsible for orchestrating what app I'm opening to do a thing" – Meta CTO Andrew ‘Boz’ Bosworth wants AI to make apps irrelevant

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📺 MUST WATCH

This musical Powerpoint presentation about a jaw dropping experience on Facebook Marketplace is a hilarious work of genius… And went viral last week. 🤣

Tap through to watch it in full!

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👀 MY FAV READS

“A comment is far more than a quiet extension of a post — it reveals the nature of a community and its values. It has become media within media…”

Also:

• How Monzo made banking fun (and beat bigger brands at social)
  - h/t to Richard Cook (social media legend, and Geekout friend

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😮 WTF?!

You can buy anything on Facebook Marketplace. Including, it seems, human remains… 😳

Also this week 👀

• YouTube used Aussie kids’ entertainers The Wiggles (and lobbying) to dodge Australia’s teen ban

• Deactivating Facebook and Instagram makes you happier, a new study found

• A Korean study has linked negative YouTube content to poor social skills in kids

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📲 NEW APPS

Neptune, currently in beta, “has attracted attention from hundreds of thousands of users, with 970 testers participating and 400,000 people on the waitlist.”

Also:

• OpenAI is building a social feed inside ChatGPT

• Google is working on an AI meme generator for Gboard and it’s horrible

• 11 new social media apps in 2025: what marketers need to know

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👔 YOU’RE HIRED!

Hot new social media jobs worth checking out this week:

Condé Nast is looking for a Social Media Manager for Bon Appétit & Epicurious [New York City, NY, USA]

More top social media jobs spotted this week 💼

• QVC is hiring a Senior Manager Social Platform Lead-YouTube [Hybrid, West Chester, PA, USA]

• UNICEF needs a Senior Organic Social Media Manager [London, UK]

• Legendary record label Mute is recruiting a Social Media Manager [London, UK]

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🤦‍♂️ FAIL

RIP Fyre Festival 2: the dream is dead? But is anyone really surprised?

Also:

• MrBeast fans rage as his immersive Vegas experience flops 

• A UK Government minister’s X account was hacked to promote a crypto scam

• YouTube's massive thumbnails test has users zooming out in rage 

• Instagram accidentally killed the Save button for Stories. Update your app to get it back

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🪦 RIP

Social media features heading for the graveyard:

X users are angry after it emerged the @Support account is to be axed… 🤬

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👌 PRO TIPS

Heads-up LinkedIn creators: 'Create on LinkedIn' is a new hub offering content creation tips, tools, and training courses:

More pro-tips worth checking out ✨

• Meta has shared key tips for better Reels ad performance

• Meta has shared insights into how brands can connect with Gen Z audiences

• Meta has shared tips on how to maximise Click-to-Message ads 

• 23 Instagram demographics marketers need to know in 2025

• A viral TikTok shows how to remove Pinterest ads by hiding 5 ads and refreshing

• YouTube has shared tips for transitioning your long-form content to Shorts

• YouTube has dropped a new Culture & Trends report on virtual creators

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📊 SOCIAL STATS

3.5 BILLION+

- How many likes YouTube videos receive per day

Even more social stats: 📈

• TOO MUCH TO WATCH: YouTube sees 20+ MILLION videos uploaded daily

• THE TRUMP EFFECT: China tariffs could cost Meta $7 billion in ad revenue this year

• INTERCEPTION: Instagram is the most-followed account… on Instagram, with 687 million followers

• STREAM KING: Ninja is the most-followed Twitch streamer in 2025 with 19.2 million followers

• UNREAL: Virtual creators (VTubers) now generate over 50 billion views a year on YouTube, a 1.5x increase since 2021

• GRIM: 1 in 7 US teens exchange explicit images online for money or goods, according to a recent study

• AI-DVANTAGE: Meta says AI ad tools drive 22% more revenue, and 11% higher CTRs

• TEEN DANGER: Snap says 33% of teens report being groomed online, and 63% of those who share intimate images lose control of them — up 13 points since October

• BIG BUSINESS: The FBI says online scams raked in $16.6 billion last year

• SERIOUS BUSINESS: 59% of creators now identify as entrepreneurs, up 16% YoY

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📈 CHARTED

How one far-right influencer’s engagement on X dramatically dropped after she criticised Elon Musk…

More charted social insights spotted this week: 👀.

• SPIKED: How US TikTok downloads were affected by its brief disappearance from app stores 

• TRADE WAR: How tariffs could hit US social ad growth

• TUBING UP: YouTube’s share of TV viewing climbs again

• BED TIME: Teens say social media is hurting their sleep, their friends… But not themselves!

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• Meta was 'too slow' during UK riots last summer to deal with violent posts online, according to an independent review. [Sky News]

• Meta has laid off staff from Oculus Studios and fitness app Supernatural. [The Verge]

• The EU has paused a Digital Markets Act cease-and-desist order against Meta ahead of trade talks with the USA. [Wall Street Journal $$$]

• The EU has removed Facebook Marketplace from its Digital Markets Act oversight. [European Commission]

• A campaign group report says Instagram’s new Teen Accounts fail to protect teen users. [BBC News]

• 45 families who lost children to online harms held a vigil outside Meta’s NYC office, demanding urgent action. [TechCrunch]

• Beat Saber unsurprisingly tops the list of the best-selling Meta Quest games of all time. [Road to VR]

New features and tests:

Instagram:

• Instagram now allows you to send music in broadcast channels. [@theahmedghanem]

• Instagram has revamped the backgrounds available for Stories. [@oncescuradu]

• Instagram’s Reels feed has new filter options. [Social Media Today]

• Instagram now allows you to post Reels and automatically add them to your Story. [@jonahmanzano]

• Instagram is now showing view counts for both posts and Reels on the grid to more users. [@_lindseygamble]

• Instagram is testing “Voice Enhance,” a new feature designed to reduce background noise and improve audio quality in your videos. [@theahmedghanem]

Threads:

• Threads now shows deactivated followers’ accounts in a dedicated section of the followers list. [@jonahmanzano]

WhatsApp

• WhatsApp is rolling out an improved music sharing feature for Status update. [@WABetaInfo]

• WhatsApp could copy Snapchat's screenshot detection for your status. [Android Authority]

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

• Meta has added dynamic pricing overlays to Advantage+ ads. [Social Media Today]

• Meta has rolled out incremental attribution, to improve ad accuracy. [Jon Loomer]

.

• TikTok’s US shopping team is being restructured after poor performance, harsh reviews and layoffs. [Business Insider $$$]

• TikTok has struck a new MLS deal after viral Messi stream success. [Social Media Today]

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💥 EVEN MORE SOCIAL MEDIA NEWS & UPDATES

• YouTube's TV & Shorts push is putting fresh pressure on creators. [Marketing Brew]

• 4chan went down after a major hack exposed user data, mods, and site source code. [Engadget]

• Cannes Lions is expanding its creator programming, with LIONS Creators 2025. [TubeFilter]

• Some influencers are facing heat over their lavish lifestyles. [Axios]

New features and tests:

• LinkedIn launched qualified leads optimisation for custom ad targeting. [Social Media Today]

• Google’s Discover feed is now surfacing social media accounts and posts for some. [9to5Google]

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📰 WEEKEND READS

Geekout’s pick of the best longer reads to sink into over the weekend:

More great weekend reads:

• Former YouTube execs recall the pirate early days, pivotal wins, and big headaches over its 20 years

• 20 years ago, the first videos uploaded to YouTube were short and sweet: YouTube is going back to its roots

• How a Reddit meme birthed a nationwide anti-Trump movement

• How TikTok is rewriting the rules for emerging artists

• Why Clubhouse and social audio apps failed

• LinkedIn’s unlikely role in the AI race

• Inside WWE’s divide-and-conquer YouTube strategy

• From Sidemen to MrBeast: How YouTube and its creator economy took over TV

• How ‘The Jennifer Hudson Show’ took over TikTok

• How Meta’s monopoly let it ditch friends for profit

• MrBeast’s Vegas disaster shows why he’s taking control

• Can TikTok “de-influencers” save the world?

• How do we cry online?

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😳 AND FINALLY…

Here’s a fun one, in case you missed it… An AI prank in California hijacked crosswalks with Musk and Zuck voices 😀

@rosecampau

our crosswalks just got vc funding apparently #paloalto #elonmusk #tesla #siliconvalley #walkablecities

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📅 BACK NEXT WEEK…

I did warn you this week’s Geekout was double-stuffed! 😁

But you’ve made it to the end, instead of doing that piece of work you’re putting off.

Right folks, I’m heading off to meet Ryan Reynolds.

His social team invited me and my kids up to watch Wrexham F.C’s final home game of the season against Charlton.

It’s going to be nailbiter as they are fighting to finish 2nd in the league to gain automatic promotion.

My 15 year old daughter, who hates watching football, is suddenly very keen to come along. I wonder why?

Goodbye, geeks!

P.S. This newsletter is edited by Martin SFP Bryant