Fortnightly Social Media Roundup: Creator Economy, AI & Engagement Drive The Latest Platform Updates
As platforms continue to evolve their creator and advertising ecosystems, the latest updates bring tighter monetisation rules, smarter audience controls, expanded creation tools and new safeguards around AI-generated content.
The latest wave of platform updates points to a social media ecosystem that is becoming more sophisticated on both sides of the screen. Platforms are giving creators more tools to produce and monetise content, while advertisers are getting greater control over targeting, campaign data and audience management. At the same time, user engagement is being refined through better conversations, group features and personalised feeds. AI remains central to this evolution, but platforms are approaching it with greater caution. WhileMeta, Snapchat and YouTube are integrating AI into creation, advertising and optimisation, Snapchat and LinkedIn are also introducing measures to curb low-quality or overly automated content. The broader shift is towards using AI to improve the social experience without allowing automation to come at the cost of authenticity, relevance or user trust. Here’s a look at the latest developments across major social platforms. MetaMeta gives advertisers more control over who sees their adsMeta has introduced dedicated ad exclusion audiences, allowing advertisers to permanently exclude specific groups from campaigns. The feature can help brands avoid reaching existing customers, employees or audiences they are not permitted to target, while reducing the risk of accidental inclusion. Paid users get more tools to grow their presenceMeta is adding new incentives for subscribers, including a larger follow button on Reels, AI-powered response tools in Messenger, enhanced profiles and more location listings. The additions are aimed at making paid subscriptions more valuable for creators and businesses looking to build their audiences. Meta expands its experimental creator toolsMeta’s Edits app is adding more features to its beta section, including speed curves, one-tap colour correction, project folders and adjustable layers on Android. The move gives creators more control over video production while allowing Meta to test new editing capabilities before wider rollouts. WhatsAppWhatsApp makes group conversations more manageableWhatsApp has updated its group features with time-limited polls, anonymous voting options and the ability to edit poll questions. It has also introduced an @all alert and side chats, allowing users to take specific discussions away from the main group without creating a new group. XX puts original content at the centre of creator payoutsX has revamped its creator revenue-sharing programme as Original Creator Rewards, with greater emphasis on original writing, analysis, reporting, videos and creative work. Reposted, copied, automated or primarily monetisation-driven content will not qualify, tightening the platform’s approach to creator rewards. YouTubeYouTube raises the bar for ad revenue eligibilityYouTube plans to double the watch-time and Shorts-view thresholds required for new creators to qualify for ad revenue under its Partner Program. The move is aimed at ensuring creators entering the monetisation ecosystem have a stronger level of audience engagement. Creators can now practise vertical livestreamsYouTube has introduced Practice Mode for vertical livestreams, allowing creators to test chat, polls, stickers and other features privately before going live. The platform is also adding automated feedback for Shorts, helping creators assess hooks, visuals and pacing before publishing. SnapchatSnapchat opens its ad platform to third-party AISnapchat has introduced an Ads Model Context Protocol server, enabling advertisers to connect campaign data with AI tools such as ChatGPT, Claude and Gemini. The integration could allow AI systems to provide more contextual campaign analysis and recommendations using Snapchat advertising data. Snapchat moves against low-quality AI contentSnapchat will no longer recommend wholly AI-generated videos through its Spotlight feed. While AI-assisted or AI-enhanced content can still be recommended, the move signals the platform’s attempt to limit repetitive, low-quality “AI slop” while retaining space for AI as a creative tool. LinkedInLinkedIn reshapes its feed around conversationsLinkedIn is changing how comments are surfaced in the feed, using signals such as professional interests, connections and engagement behaviour to prioritise more relevant discussions. The move is designed to encourage deeper conversations and increase meaningful interaction around posts. LinkedIn lets users flag suspected AI-generated contentLinkedIn is testing an option for users to report posts and comments they believe are AI-generated or low quality. The platform is also exploring creator notifications around content perceived as overly automated, reinforcing its focus on authenticity without discouraging legitimate AI-assisted creation.