A month in review: May social media trends and updates

History of TikTok

Developed by the Chinese company ByteDance, TikTok launched globally in September 2017, evolving from its Chinese counterpart, Douyin. By 2020, it became one of the fastest-growing social media platforms, known for viral trends and a global community.

However, TikTok has faced scrutiny in the US over data privacy concerns, leading President Biden to sign a bill on April 24, 2024, mandating TikTok to divest its US operations or face a ban. Other countries have also banned TikTok due to similar concerns, including India (June 2020), Afghanistan, Iran, Kyrgyzstan, Nepal, and Somalia.

Consequences of the bill

A potential TikTok ban could cause significant revenue losses for the platform and financial uncertainty for influencers and businesses dependent on it. Such a ban may also hinder cross-cultural exchanges, affect global cultural dynamics, and increase geopolitical tensions.

In response, TikTok has filed lawsuits alleging unfair treatment and increased lobbying efforts. ByteDance reportedly prefers to shut down TikTok in the US if legal options fail, as its core algorithms are integral to ByteDance's operations, making a sale unlikely.

To address privacy concerns, TikTok launched educational campaigns to inform users and regulators about its data privacy practices and community guidelines, aiming to build trust and mitigate concerns.

What’s next

In May, TikTok filed a petition to the US federal court seeking to overturn the TikTok ban because the “Protecting Americans From Foreign Adversary Controlled Applications Act” is unconstitutional. In the petition, TikTok asserts that the bill goes against the First Amendment and could allow future laws requiring any news source to shut down.

May was Mental Health Awareness Month and brands showed their support by launching campaigns focusing on the mental well-being of their customers and employees (e.g. Rare Beauty’s feel-good phone line).

OpenAI's latest module, Chat GPT 4.o, or Omni, showcases advanced levels of processing text, images, videos, and audio. Apple is reportedly in advanced talks with OpenAI to integrate this technology into the upcoming iOS 18 iPhone update, with potential enhancements for Siri, according to a recent Bloomberg report citing insider sources. Additionally, Apple has taken the lead over Microsoft by beginning to roll out a Mac-exclusive Chat GPT app.

Shortly after Omni’s launch, Scarlett Johansson released a statement revealing that OpenAI had approached her to voice one of the personas. She declined but noted that the Sky voice was "eerily similar" to hers, causing shock and disbelief among her friends and news outlets. Following her statement, the Sky voice option was removed, withCEO Sam Altman stating it was unintentional. Interestingly, Altman had previously tweeted "her," which users believe is a nod to Johansson’s role in the film of the same title where she plays an AI assistant.

Online activism has surged on TikTok, particularly with comedian Erin Hattamer’s #PassTheHat campaign in collaboration with @OperationOliveBranch. This initiative pairs large TikTok creators with families in need in Palestine, donating money generated from the videos to those families. The related hashtags have been used over 27,000 times, with creators encouraging followers to engage with the content and use "algorithm hacks" to increase reach.

Following the Met Gala, a grassroots campaign called Blockout urges users to block celebrities who haven't spoken out for the Palestinian movement as part of a “digital boycott.” Influencer Haley Kalil faced backlash for using the phrase "let them eat cake" in a Met Gala outfit video, a quote associated with the elite's disconnect from everyday struggles. She later apologized, explaining she used the trending sound without attending the gala.

For brands, these campaigns highlight the need to navigate TikTok's increasingly political landscape carefully. Creators and brands may face backlash for using insensitive sounds or be pressured to speak on global issues. It’s essential to consider the appropriateness of sounds and hashtags during this sensitive period.

• Meta is expanding its suite of generative AI ad tools with more ways to create variations of images and text. For example, users can upload an image of a coffee mug and receive an array of options for using the same mug in new settings.

• Instagram released an algorithm update that prioritizes original content creators over reposters and gives smaller accounts more visibility. It will remove aggregator accounts from recommendations, label reposted content, and replace reposts with original content in recommendations, supporting Meta's effort to strengthen its relationship with creators.

• They also launched a live test of expanded Notes options with selected users. These users can now add Notes to feed posts and Reels, offering new ways to use conversation starter prompts to generate engagement.

• Threads is offering creators thousands of dollars for viral posts on the platform. This invitation-only bonus program, rewards based on post performance or quantity. Threads has now surpassed 150 million monthly active users.

• Their new user interface, only available on desktop, allows users to create columns for their favorite topics and view real-time feeds for each one simultaneously on their screen.

• A major UI update on X will remove all response buttons from the main view and hide them behind action-based cues. The reply, like, and re-share buttons will be replaced by the total view count and time posted. Users must swipe right to reply, swipe left to favorite, and tap & hold for other actions.

• They launched their AI chatbot, Grok, in the UK, the first European country to access X's AI interface. Grok, developed as X's competitor to ChatGPT, leverages X's post database for accurate, up-to-date information. Musk, a former OpenAI investor, offers this initiative to premium subscribers.

• OpenAI has recently struck a deal with Reddit, allowing OpenAI to access Reddit's content for training its AI. In return, Reddit will benefit from this partnership by integrating AI-powered features on its platform.

• TikTok has introduced a new dashboard calledTikTok Studio, where creators can manage their entire presence. TikTok Studio includes tools for video uploads, editing, performance analytics, and other key functions, all in one place.

• LinkedIn now labels AI-generated content through a partnership with C2PA, using data tagging to identify AI images. AI-generated images on LinkedIn will feature a small C2PA tag in the top right corner of the visual.

One thing is abundantly clear: the digital landscape is constantly in flux. New trends emerge each week, and the social media giants introduce innovative features that shape how we connect, share, and engage online.

Keeping a finger on the pulse of these changes is not just beneficial; it's essential. Whether you're a business looking to stay ahead of the competition or an individual navigating the social media universe, staying informed is the key to success.

The insights and updates we've covered this month provide a glimpse into the exciting journey ahead.

Stay tuned for more trends and industry news from our Strategic Services team in the coming months. The world of social media is a never-ending adventure, and together, we'll continue to explore its uncharted territories.