Campaign Middle East rounds up the latest updates on social media, content and streaming platform for this month. Here are the key highlights:
X:
X highlights Grok 3, an advanced AI built to support marketers’ insights. With access to real-time data from X, Grok keeps marketers in the loop on the latest trends, audience reactions, and competitor moves.
It handles hefty datasets such as campaign plans, customer feedback, and social media conversations. It also digs into uploaded files such as ads or reports and breaks down what’s working. Additionally, it can generate campaign visuals at the click of a button.
Snapchat:
Snapchat announces the new unified monetisation programme, supporting creators. The programme places ads within a creator’s Stories and offers options for Spotlight videos longer than a minute.
With Spotlight viewership up 25 percent year-on-year, creators can monetise this format in the same way they do with Stories. As part of the unified programme, creators may be eligible for an invitation if they meet the following criteria:
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Have at least 50,000 followers
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Post at least 25 times per month to Saved Stories or Spotlight
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Post to either Spotlight or Public Stories on at least 10 of the last 28 days
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Achieve one of the following in the previous 28 days: 10 million Snap views, one million Spotlight views, or 12,000 hours of view time
TikTok:
TikTok launches Automotive Ads – a new vertical-specific performance solution that offers dealers, auto marketplaces, and original equipment manufacturers the option to target high-intent users with their available car listings. With Automotive Ads, advertisers can match their models, offers, or inventory with users based on their in-market activity and preferences.
Through a range of customisable and user-friendly advertising options, these ads enhance visibility and streamline the path to purchase. Businesses across the ecosystem, including dealers, agencies, online marketplaces, and larger car retailers, can utilise Automotive Ads.
LinkedIn:
Starting March 18, 2025, LinkedIn will launch its fifth game, called Zip. With the number of weekly players surpassing 2.5 million, LinkedIn games create moments of camaraderie that help members take a break and challenge their minds.
Zip will join the existing lineup of games, including Tango, Queens, Pinpoint, and Crossclimb, and will be available to professionals across the MENA region and the world.
YouTube:
Earlier this month, YouTube announced additional safeguards on video sequencing for teens, based on insights into their developmental stages and how online content consumption impacts their well-being. These updates address potentially harmful and repetitive content, such as unrealistic financial advice and negative behaviours.
Additionally, YouTube released enhanced ‘Bedtime’ and ‘Take a Break’ reminders, now featuring full-screen prompts to promote healthy screen time habits. The YouTube Supervised Experience for teens also offers parents greater oversight and control, fostering responsible content consumption.
YouTube has joined over a dozen regional content creators and distributors representing ten countries to participate in the Youth Digital Wellbeing Initiative, supporting a unified vision for the development of high-quality, age-appropriate content for young people.
