Blog: Social - Page 2

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.

Are consumers ready for TikTok’s AI acceleration?

Cover image for Are consumers ready for TikTok’s AI acceleration?

Ben Woods

21 Nov 2024

The AI revolution sweeping the entertainment industry will rage on in 2025. In recent weeks, TikTok owner ByteDance has provided a deeper look into how AI will impact social platforms . Through a series of quick-fire announcements, it revealed TikTok’s AI tools for advertisers as well as separate creator features for building AI-powered chat bots.

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The BlueSky migration: How cultural shifts can disrupt even the most established social media platforms

Cover image for The BlueSky migration: How cultural shifts can disrupt even the most established social media platforms

Hanna Kahlert

19 Nov 2024

Twitter clones have proliferated since Elon Musk first bought and renamed the platform to X in 2022. Despite a lot of buzz around platforms like Mastodon and BlueSky, none have seemed to capture a significant audience, with X’s weekly active usage remaining consistent.

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Are social platforms losing the next generation to Roblox and Fortnite?

Cover image for Are social platforms losing the next generation to Roblox and Fortnite?

Ben Woods

15 Nov 2024

Unpacking social media strategy is now part and parcel of any election postmortem. From Elon Musk’s ownership of X to Donald Trump’s use of creators to target Gen Z men, understanding social’s role in the US election is to understand how influence is wielded in the digital age.

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Info-tainment, Kamala’s campaign failure, and the distortive role of social media marketing

Cover image for Info-tainment, Kamala’s campaign failure, and the distortive role of social media marketing

Hanna Kahlert

12 Nov 2024

Marketing Strategy

trump presidency

The recent US election has capped off one of the biggest global election years in recent history, and the world around us is changing rapidly. Digital life, and specifically social media platforms, play a huge role in both how we have got to where we are and where we are going next.

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Ofcom, Elon Musk, and the future of the social platform marketplace

Cover image for Ofcom, Elon Musk, and the future of the social platform marketplace

Hanna Kahlert

30 Oct 2024

Social platforms

Earlier this year, riots broke out across the UK, fuelled largely by misinformation and inflammatory discourse on social media. At the time, it was unclear who bore responsibility: did the brunt of the blame fall on certain accounts and creators, or do social platforms need to take a firmer approach to content moderation ? This conversation is not new –CEOs, from Meta’s Mark Zuckerberg to TikTok’s Shou Zi Chew – have sat before Congress numerous times in pursuit of the answer.

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Social platforms are eating passive entertainment. Are games eating social?

Cover image for Social platforms are eating passive entertainment. Are games eating social?

Hanna Kahlert

22 Oct 2024

At Sony Music’s Interactive Tech Day in London on 22nd October, gaming was, ironically, the highlight. From artist takeovers of Roblox destinations to concert-type experiences in Fortnite Islands, the company’s music strategy is increasingly crossing over with the gaming world – a goal mirrored in the increasing closeness of Sony Music and Sony Interactive Entertainment, according to their respective speakers at the event.

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The next era of entertainment: AI and social are lowering barriers, but new ones must emerge

Cover image for The next era of entertainment: AI and social are lowering barriers, but new ones must emerge

Hanna Kahlert

15 Oct 2024

There is an inherent tension between tech-enabled accessibility to creation (good), and the ability for that entertainment to become successful (challenging). Music and other entertainment industries typically have one half of this conversation at a time.

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TikTok’s creator subscriptions point to the future of social platforms

Cover image for TikTok’s creator subscriptions point to the future of social platforms

Hanna Kahlert

1 Oct 2024

It’s been a big week for TikTok. On the heels of shutting down its music streaming service , the platform has announced an expansion of its creator subscription program. In addition to existing LIVE Subscriptions, the paid subscription offering for livestreams, TikTok has announced that creators can now develop paid subscriptions for their followers, allowing them to access exclusive content, perks, and communities where they can engage with each other.

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TikTok may be shutting down its music service, but it will still compete with streaming

Cover image for TikTok may be shutting down its music service, but it will still compete with streaming

Hanna Kahlert

24 Sep 2024

TikTok has announced that it plans to shut down its music streaming service, TikTok Music, at the end of November (per Bloomberg ). The company has cautioned users that they should migrate all their playlists to other streaming platforms.

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Will more artists release full songs to social media in 2025?

Cover image for Will more artists release full songs to social media in 2025?

Tatiana Cirisano

19 Sep 2024

Music streaming

It is now a standard part of most music rollouts to release a clip of the song on social video platforms before it hits streaming. This makes sense when you think of social media as a marketing tool. But as social video has ascended (and arguably become more about entertainment than connecting socially), apps like TikTok are now quasi-consumption platforms in their own right.

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BlueSky benefits from X’s Brazil ban: a fragmenting social ecosystem is shaky ground for incumbents

Cover image for BlueSky benefits from X’s Brazil ban: a fragmenting social ecosystem is shaky ground for incumbents

Hanna Kahlert

10 Sep 2024

X has long been the social platform of ‘on the pulse’ news updates and cultural happenings. Its users over-index for using social platforms to keep up with news and culture (as outlined in our social platform user behaviour report ), and its high-profile posts often make it into the broader news cycle and dictate coverage and strategy.

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From ubiquitous bird app to banned in Brazil: what happened to X (and will it happen to others)?

Cover image for From ubiquitous bird app to banned in Brazil: what happened to X (and will it happen to others)?

Hanna Kahlert

4 Sep 2024

Early in August, Elon Musk was vaguely threatened with extradition to the UK for his role in spreading misinformation that resulted in riots. Three weeks later, X was banned in Brazil, following unpaid fines and allegations that the app was being used to spread politically threatening misinformation.

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Who wins the social spiral? Consumers’ relationship with social platforms is changing

Cover image for Who wins the social spiral? Consumers’ relationship with social platforms is changing

Hanna Kahlert

28 Aug 2024

There is no shortage of takes on the role of social platforms in our daily lives, from former influencers lamenting the end of Twitter’s golden era to researchers studying social media’s impact on teens’ mental health .

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Instagram and the download-delete cycle: a cultural shift for social platforms

Cover image for Instagram and the download-delete cycle: a cultural shift for social platforms

Hanna Kahlert

13 Aug 2024

analogue revival

Forget the tech-centric sci-fi future promised by the early 2000’s; the new aspiration is going offline. Analogue is the new ‘cool’, and it is not just about nostalgia. Audiences are searching for authenticity, connection, novelty, experience, and tangible ownership of the things they love, all of which are scarce now in an oversaturated digital environment .

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Algorithms, AI, truth, and trust: why social platforms should be worried about the riots

Cover image for Algorithms, AI, truth, and trust: why social platforms should be worried about the riots

Hanna Kahlert

6 Aug 2024

Cultural trends

Social platforms have had a rocky history with misinformation, from US election cycles to social unrest . Over time, platforms have alleged new restrictions and guidelines intended to help reduce the risks.

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Social is the new entertainment; enter MIDiA’s new social vertical

Cover image for Social is the new entertainment; enter MIDiA’s new social vertical

Hanna Kahlert

24 Jul 2024

Audience behaviour

Social platforms are now inextricable from the digital world and every aspect of entertainment. Fans and A&Rs alike discover new music on social platforms. Marketing strategies for artists and concerts are dependent on ads side-by-side with user stories.

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Is this the post-social era? The state of the social platform user in 2024

Cover image for Is this the post-social era? The state of the social platform user in 2024

Hanna Kahlert

16 Jul 2024

Daily Active users

The social marketplace is mature, with available consumer time having peaked and new growth for platforms coming at others’ expense. New platforms are emerging but remain small, while the biggest platforms, like Facebook, are seeing losses to their overall share of daily active user penetration compared to 2020.

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The make-or-break of live in 2024

Cover image for The make-or-break of live in 2024

Hanna Kahlert

9 Jul 2024

The music industry has a culture problem. An overabundance of data –– from streaming services and social platforms alike ––has fostered a dependence on digital performance that does not reliably translate into fandom and cultural value.

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From X to Instagram, the line between social video and podcasts is blurring

Cover image for From X to Instagram, the line between social video and podcasts is blurring

Rutger Rosenborg

3 Jul 2024

As the podcast industry wakes up to the fact that video podcasts are growing –– and fast –– MIDiA’s 2024-2030 podcast forecasts confirm the source of much of that growth: YouTube. YouTube video market share is already the largest among all platforms where podcasts are available, having shot up from 9.

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Who asked for AI? Why its future is more boring than you think

Cover image for Who asked for AI? Why its future is more boring than you think

Hanna Kahlert

2 Jul 2024

Henry Ford famously once said, “ If I had asked my customers what they wanted, they would have told me a faster horse” . This quote is often trotted out by ‘innovators’ when defending a new piece of technology; consumers do not know that they want it, because they don’t have it yet.

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