TikTok progresses with virtual influencer program
TikTok's new Symphony platform will include a virtual influencer option, and more updates from YouTube, Instagram, and X | 18 / 06 / 24
Written by: Sophie Mason
🧑💻TikTok moves to the next stage of its virtual influencers program. The new 'Symphony' marketing management platform will include a new option that will allow brands to create their own virtual influencers, to sell their products within the app. The digital avatars will come in two formats: Stock Avatars (pre-built characters which have been created using paid actors), and Custom Avatars (creators generate their own avatars to their likeness).
📝YouTube announces its own version of community notes. The new option will allow users to add notes on their videos to provide 'relevant, timely, and easy to understand context.' People will be able to vote whether the note was 'helpful, somewhat helpful, or unhelpful'.
📊Instagram adds another tool to help creators establish partnerships with brands with new 'Creator Insights' display. The 'Creator Insights' information link, which appears on a brand's profile, will give a snapshot of their account performance over the past 30 days, including follower growth, accounts reached, and accounts engaged.
📰According to the latest Reuters Institute Digital News Report, X is losing its ground as a news source, as users are relying on the platform less and less. The report showcases the responses from more than 94k respondents across 47 nations. It shows the use of Facebook and X for news content is declining, whilst TikTok sees a rise.
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