Weekly Radar: TikTok’s Legal Troubles, Meta’s New Creator Incentives, Instagram’s Shift to Longer Reels, and More

Good morning. It's Monday, Jan. 27, and in this week’s edition, we're introducing Weekly Radar, a new feature of SocialSyntax.

It’s your curated recap of last week’s biggest news, social media updates, some marketing memes, and more. First time reading? Join other marketers staying ahead of the curve—sign up here.

And, as always, feel free to reply to this email with your thoughts or suggestions!

Hello Readers! 👋

Last week's headline focused on TikTok's dramatic legal and political rollercoaster. The U.S. Supreme Court mandated that ByteDance, the app's parent company, sell the app or face a nationwide ban. In a rapid sequence of events, TikTok became temporarily inaccessible across the United States.

Key Developments:

• DNS requests for TikTok-related domains plummeted by 85%

• Users encountered ban notifications when attempting to access the app

• The service remained disrupted for 13 hours

President-elect Donald Trump intervened, promising to work toward a resolution. Following his involvement, TikTok's services partially recovered, though app usage and downloads remained below normal levels.

In a subsequent press briefing, Trump suggested potential buyers for TikTok, specifically mentioning Elon Musk (Tesla CEO and a major campaign financial supporter) and Larry Ellison (Oracle Chairman and longtime Trump ally).

The app remains in a precarious position, with ongoing negotiations and political scrutiny surrounding ByteDance's potential divestment.

Social Media News 🌐

• Trump Extends TikTok's Deadline for U.S. Operations by 75 Days

  The U.S. TikTok ban remains in effect, but President Trump has granted a 75-day extension to negotiate alternative arrangements. The app is operational for users, but it’s not available in app stores as Apple and Google fear legal liabilities. Oracle, however, continues supporting TikTok following Trump’s assurances. Despite the extension, legal uncertainties persist, and TikTok's future in the U.S. remains unstable, with national security concerns driving bipartisan support for a ban.

• Meta Introduces Incentives to Attract TikTok Creators
  Meta introduced a bonus program promising up to $5,000 for creators posting Reels on Facebook and Instagram. The program targets TikTok creators, requiring consistent content posting over 90 days. Meta also offers free Meta Verified subscriptions and exclusive deals for high-profile creators. These efforts aim to increase original content and compete with TikTok.

• Instagram Plans to Highlight Longer Reels in Explore Section
  Instagram will now promote 3-minute Reels alongside shorter ones in discovery. This change comes despite earlier advice that longer Reels performed poorly. Instagram cites shifting user preferences for long-form content as the reason for the update. The change aligns with TikTok's video strategy, likely targeting its creators and audience.

• X Rolls Out a Video-Focused Tab for U.S. Users
  X is launching a dedicated vertical video tab to attract U.S. users amidst uncertainty around ByteDance apps like TikTok and Lemon8. This new feature offers a centralized video feed for easier access. ByteDance apps remain usable but are unavailable in app stores, driving competitors to seize this opportunity. X aims to enhance its video focus, building on past video-related initiatives.

• Meta Begins Testing Ads on Threads
  Meta has started testing ads on Threads, introducing image ads in home feeds to its 300 million monthly users. Advertisers can easily extend Meta campaigns to Threads with minimal effort. Meta emphasizes brand safety with AI tools and user controls like ad skipping. The platform aims to gradually expand its ad program based on feedback and engagement metrics.

Quick Headlines:

• TikTok Launches Tool to Simplify Ad Campaigns for UK Retailers

• YouTube Trials New Features Exclusively for Premium Users

• Meta Unveils Plans to Release Smart Glasses as Part of AR Expansion

• Bluesky Announces New Photo-Sharing App 'Flashes'

• Instagram Refreshes Profile Grid with Vertical Thumbnail Layout

• Threads Introduce In-App Post Scheduling Feature

• LinkedIn Enhances Ad Attribution for Better Marketing Insights

• X Shares Event Calendar to Help Marketers Plan Campaigns in 2025

• Meta Allows Integration of WhatsApp Profiles in Accounts Center

Marketing Meme 😂

THAT’S A WRAP

And that’s a wrap for this week’s SocialSyntax Weekly Radar! Thanks for reading. I hope you found these updates insightful and are ready to use them to fine-tune your marketing strategies for the week ahead.

I really enjoyed hearing your thoughts on how the latest social media shifts are impacting your business. It’s always great to connect with you and exchange ideas!

I’ll be back next week with more insights, so don’t miss out!

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