by Lara Graulich, Content Manager

This week we cover Instagram’s expansion to 20 frames per carousel, TikTok’s DM experience updates, Meta’s new deal with UMG and Elon Musk’s increasingly rocky relationship with the EU and what that means for X in the region.

Instagram Expands Carousels to 20 Frames

 

Instagram carousels are getting bigger, with the platform confirming creators can now include up to 20 frames in a single carousel post. 

Key Details 

  • Instagram had been experimenting with longer carousels (15-20 frames) over the past few months before landing on a 20-frame expansion. 
  • Instagram is also experimenting with other carousel features, including text overlay and variable presentation formats for images. This means users will be able to showcase a longer series of differently sized and aligned images. 

Key Takeaway

These recent updates to carousels are likely connected to users’ desire for greater storytelling opportunities in a time where longer-form content has proven successful. As brands take advantage of long-form carousels, it’s important to remember that even if there is volume, each frame must provide value. 

Read more about Instagram’s carousel updates HERE.

TikTok Adds Group Chats and Stickers to Enhance Direct Messaging Experience

 

TikTok has introduced new features to enhance user experience, including direct messaging enhancements and safety measures for teens. 

Key Details 

  • Direct messaging enhancements include group chats with up to 32 people and stickers in direct messages as well.
  • Safety measures have been implemented on group chats for teens, including age restrictions (group chats and DMs are not available for users aged 13-25), controlled access for teens aged 16-17 and safety tools including muting, blocking and reporting messages. 

Key Takeaway

Though TikTok has always marketed itself as an entertainment and not a social platform, they are shifting to make the app a more social place for authentic connection (while making efforts to keep its younger users safe). This could give brands a launch point for more community building within the app. 

Learn more about TikTok’s new DM-enhancing features HERE. 

Meta’s New Music Deal with UMG Includes Threads and WhatsApp

 

Universal Music Group and Meta have entered an agreement that includes licensing for music used in shortform video on new platforms.

Key Details

  • The refresh of the agreement between Meta and Universal will include licensed media in content like shortform videos across Meta platforms, including Instagram and WhatsApp. 
  • The partnership will address unauthorized AI-generated content that could affect artists and songwriters. 
  • This agreement with UMG covers the content on Meta in ways TikTok struggled to secure earlier this year, though they have now repaired their relationship. 

Key Takeaway

Given the importance of trending sounds on TikTok and Reels, it will be important for brands to keep tabs on which trending sounds can be used where, especially with what can be used on commercial brand accounts versus personal accounts. It will also be important for brands to be sure that when releasing AI-generated content, it is authorized, as companies like UMG hammer down on its usage concerning their music. 

Read more about the agreement between Meta and UMG HERE. 

EU Warns X About Illegal Content Risks 

 

Relations between X and the EU remain rocky as Elon Musk pushes back on the bloc for its accusations of breaking its online governance rulebook. 

Key Details

  • Since taking over X, Musk has come under increasing fire from the EU for breaking its rules by allegedly inciting violence and hate speech on the platform. 
  • Ahead of Musk’s livestreamed interview of Donald Trump, Thierry Breton, commissioner in charge of overseeing compliance with the EU’s Digital Services Act (DSA), shared an open letter to Musk reminding him of his legal obligations under the DSA to mitigate risks of spreading illegal content. 
  • In the letter to Musk, the EU also alluded to a potential EU-wide shutdown of X if he does not comply with the DSA. 

Key Takeaway

Though it is currently unlikely the DSA will do an EU-wide shutdown of X, the fact that they are alluding to it is notable. Brands can continue “business as usual” with their current X strategies, but as elections around the world continue, they should be vigilant of this type of news so they can quickly pivot and consider potential X alternatives for content like Threads. 

Learn more about Musk’s relations with the EU HERE.