THE WEEKLY SCROLL

SNAPCHAT DRAWS THE LINE ON AI CONTENT

Snapchat is putting some boundaries around AI-generated content. The platform will now no longer recommend fully AI-generated videos on Spotlight, which also means that creators will not be able to monetise them through Snapchat’s creator programme. AI-assisted content is still fair game though, including content made using Snap’s own AI tools.

Essentially, it’s all good to still use AI when creating content, but fully AI generated content is a no-go. As platforms are trying to figure out how to handle the growing amount of AI content online, Snap is putting its money behind original content and the people actually making it.

SNICKERS WANTS THE INTERNET TO CHILL

If there’s something the internet is not great at, it’s chilling out. And now Snickers Ice Cream is stepping in by hiring a temporary Chief Online Chill Officer, whose job will be to find heated conversations online and jump into the comments with whitty responses and Snickers Ice Cream discounts.

A really fun and social first way for Snickers to build on their long-running “You’re not you When You’re Hungry” concept. Instead of creating a campaign for their ice creams, they head straight into the comment sections and participate in already existing content and debates.

DISNEY IS HANDING ITS CHARACTERS TO TIKTOK CREATORS

Disney and TikTok have signed a new global partnership that will let creators use approved Disney characters, scenes and other assets in their videos, including everything from Marvel to Pixar and Star Wars.

Creators can also opt in to have their videos appear on Disney+, giving them the opportunity to get more exposure for their content on a new platform. They are also launching a new Disney Creator Ambassador program where selected creators can get more visibility, rewards and career opportunities.

Disney is well known to have been very protective of their characters, and this switch is a huge nod to fan culture and creator content, and maybe even a necessary step in keeping one of the most iconic brands culturally relevant in a social first world.

SNAPCHAT IS TEACHING BRANDS HOW TO BE FUNNY

Turns out there might actually be rules to internet humour.
Snapchat and Omnicom have studied over 6k people aged 13-28 to understand how younger generations use humour online. One of the biggest takeaways? Context matters, randomness isn’t actually that random and timing can either make or break whether a brand comes across as funny or cringey.

But the maybe most important takeaway for social media managers; 3 in 4 young people say they often feel like brands come across as older people trying to be funny and fit in.

Their advise is essentially to learn the language before jumping into the conversation. Because sometimes being late to the joke is worse than not making one at all.

TIKTOK HAS TWO AUGUST PERSONALITIES

August has developed a personality split. Creators on TikTok are showing off their two August selves: One with a wholesome holiday mode with sunshine, Aperols and matchas, and one with chai lattes, cozy sweaters and yellow leaves.

We’re barely into August, but online people are already starting to romanticise autumn.

There is a lot going on online at the moment. From AI and algorithms to autumn planning, but personality online still seems to be the winning concept.

Humour, good timing and knowing your audience is key for to be successful on the internet today, whether it’s brands jumping straight into comment sections or giving creators the rights to use their characters in content.

See you on next week’s scroll.