Campaign Middle East rounds up the latest updates on social media platforms for Feb. Here are the key highlights:
X:
With the global launch of the Video Tab, X will be presenting video-first innovation. This vertical video surface transforms content discovery into a full-screen journey that aims to captivate users and elevate ad performance.
X will amplify engagement through the Video Tab, empowering brands to forge deeper, more meaningful connections with their audience with a content-first approach. By tapping into the community, the Video Tab will allow for creative storytelling.
Snapchat:
This Ramadan, Snap is empowering brands to engage like Snapchatters with the launch of Sponsored Snaps. First rolling out in Saudi Arabia and the UAE, this new ad placement tool helps businesses connect with the Snapchat community by delivering full-screen vertical video messages directly into users’ Chat inboxes. Sponsored Snaps are visually distinct from personal messages, ensuring a clear separation. They are also opt-in, allowing Snapchatters to choose whether to view, respond, or take action through an embedded call-to-action.
Additionally, the Snap AR Ramadan Mall returns with a new edition inspired by the charm of GCC old towns and modern shopping districts, creating an immersive retail experience.
Snap is also introducing Hazar Fazar, an AR experience that merges tradition with innovation. This activation highlights stories rooted in GCC culture through branded lenses, unlocked by riddles and featuring unique characters.
Brands can further expand their reach by collaborating with Snapchat Creators, leveraging their credibility through Creator Midrolls, the Creator Collab Studio, or by sponsoring and promoting creator content to engage new audiences authentically.
TikTok:
TikTok will be releasing two new major updates this month to enhance advertising and creativity.
Smart+ is an automated performance solution that optimises targeting, bidding, and creative to maximise business results.
TikTok Symphony, a generative AI-powered suite, streamlines content creation and productivity. It includes an AI video generator, a creative assistant for advertisers, and Ads Manager integration to refine and optimise campaigns. Digital avatars offer lifelike AI representations to scale branded content globally, while AI dubbing enables seamless translation for broader audience reach.
LinkedIn:
LinkedIn has introduced new video updates to help brands expand their audience, showcase content, and drive engagement. These updates enhance video discoverability and encourage interaction with creator profiles and services.
Full-screen vertical video, a dedicated video tab, and the ‘Videos for You’ module are now on desktop. Search-related videos appear in a swipeable carousel, and a new profile preview within the full-screen player makes it easier to explore creators’ profiles. A more prominent follow button boosts audience growth, while average watch time tracking offers insights into viewer preferences. LinkedIn has also launched nano-learning courses to support video creators.
