Blog: Social

Read our latest daily deep dives, hot takes, and exciting updates about the entertainment world. Check out the latest insight from your favourite analyst, or search by coverage areas - music, entertainment and fandom, creator economy and social.

What does it mean for OpenAI to go social?

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Hanna Kahlert
Key takeaways from this blog: Tech giants are doubling down on AI, with social seemingly the next frontier for innovation OpenAI may be flipping the script: not adding AI to a social platform, but building social around AI This could change how we create and share online – but potentially conflict with MIDiA's findings on the reasons audiences use social media platforms AI has been the rallying cry of tech companies for the last two years.
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If the internet dies, where does all the attention go?

Cover image for If the internet dies, where does all the attention go?
Hanna Kahlert
Key takeaways from this blog: Social platforms dominate culture, but a vibe shift toward offline experiences is emerging as users crave more intentional, less addictive engagement (as explored in MIDiA's' Analogue revival ' report) TikTok’s recent disruption signals a loss of cultural centrality, with no clear successor, leading to fragmented attention across platforms and offline spaces Brands and creators must rethink reliance on shallow metrics and embrace taste-led, context-aware strategies, focusing on sentiment and human nuance over empty virality Consumers no longer need to leave their social feeds.
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Why ads in DMs are not the solution Instagram wants them to be

Cover image for Why ads in DMs are not the solution Instagram wants them to be
Hanna Kahlert
Key insights from this blog: Instagram's direct messaging features have become a core component of the platform; MIDiA data highlights that the majority of social media users log in to the platform to keep up to date with friends As Instagram's Feeds – and subsequently its Stories feature – have become cluttered with noise that distracts from its original purpose, DMs have become a safe haven for users MIDiA raises the question: will extending ads into DMs result in a significant drop in users? Instagram has recently announced a slew of features and updates to the direct messaging area of its app, from AI chatbots to colourful themes to broadcast channels, and other ways that make it easier for creators (and, of course, brands) to reach their audiences.
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