Author name: chloeml

Updates from YouTube, TikTok, Threads, Reddit, X, Insta and Meta.

LinkedIn has hit 1.2 billion members, with record engagement levels. Video is now its top performer—20x more likely to be shared and 1.4x more engaging than other post types.

This week’s Agency Advice hands over to the world’s biggest names in social media marketing to ask for their secrets to success in a saturated media landscape.

Rare Beauty scratch-and-sniff billboards will feature the brand’s new fragrance, giving fans an exclusive first sniff of the scent. By scanning the billboard’s QR code and opening Shopify’s Shop app, fans can request a mail-in rollerball sample of Rare Eau de Parfum.

TikTok and Instagram are launching TV apps to tap into the growing connected TV audience, following YouTube’s lead and expanding beyond mobile to boost engagement and ad revenue.

Viewing content with ads gained 1.2 share points to finish at 73.6%, while non-ad supported content consumption dropped to a 26.4% share.

Phase 2 adds requirements for measuring the demographic — or persons-based — audience exposure to out-of-home media, building on Phase 1, which only established standards for counting out-of-home media audience impressions.

TikTok is aggressively expanding into search ads, capitalizing on users treating the platform as a search engine alternative to Google, with surging ad spending and AI-powered tools amid regulatory uncertainties.

Forecasts from WARC Media project global search advertising spend to reach $248.6bn this year, rising to $265.5bn in 2026. The search landscape is evolving beyond traditional search engines to social and video platforms and is outpacing AI search.

WPP Media and Nielsen have struck a deal to enhance audience measurement across TV, streaming, audio, and cross-platform ads via Nielsen One, with integration into WPP’s Open Media Studio. Specific terms remain unclear.