TikTok Ads Performance Update

PopShorts is seeing a 20-30% increase in video views on creator content when distributed through paid media, driven by seasonal trends and shifting marketplace competition.

With some advertisers pausing spend, there’s now less competition for ad placements, creating stronger engagement opportunities. At the same time, TikTok usage remains high, ensuring plenty of ad inventory. For brands, this presents a valuable chance to maximize both reach and efficiency in their paid strategies.

Curious how this impacts your strategy? Let’s chat and see how PopShorts can help you stay ahead.

Here’s what’s new this month:

• Half of Gen Z Identify as Creators: 65% of Gen Z actively create content, reshaping trends and ad strategies.

• Creators Deliver Full-Funnel Impact: Snap reported a 35% increase in ad recall when creator ads are paired with brand ads.

• Video Uploads Jumped by 36%: LinkedIn’s video uploads surged, with video creation outpacing other formats by 100%.

• Instagram Trial Reels: Creators are repurposing content to reach non-followers, gaining thousands of new followers.

• Meta ‘Edits’ App Launches: Meta’s new editing app, Edits, is shaping content creation with free AI-driven tools.

Half of Gen Z Identify as Creators

65% of Gen Z now see themselves as creators, driving trends and reshaping cultural moments. This generation is moving from passive consumption to direct participation, where creator-driven ads connect through platforms and voices they trust.

With 8% of these creators earning revenue from their work, influence and fandom are blending more than ever. Brands should seek to harness this movement, building authentic, high-impact campaigns.

Read More: YouTube Trends Report

Creators Deliver Full-Funnel Impact with Snap

Creators are no longer just for awareness campaigns. Research from Snapchat and OMG shows they drive results across the entire marketing funnel.

Creator ads increased ad recall by 35% and unaided brand awareness by 25%, while also influencing mid-funnel phases like consideration and purchase. On Snapchat, creators feel like trusted friends, making their product recommendations impactful throughout the entire funnel.

Read More: Snapchat

LinkedIn Video Uploads Jumped by 36%

LinkedIn's push for video content is paying off.

Video uploads on the platform have surged 36% year-over-year, with video creation growing 100% faster than other formats. Short-form video is now LinkedIn’s fastest-growing content category, attracting creators who see higher engagement and longevity compared to other platforms.

This momentum offers a prime opportunity for creator partnerships, especially for brands targeting business professionals and decision-makers.

Read More: Digiday

Creators Post Trial Reels to Drive Growth

Instagram’s Trial Reels feature, designed to test new content, is evolving. Creators are repurposing popular videos to gain exposure to non-followers, with some seeing thousands of new followers in weeks. It’s a powerful way to boost organic impressions and expand their audience.

Brands can benefit by aligning with creators who use Trial Reels to experiment and grow. PopShorts works with brands to identify these opportunities, turning creator momentum into impactful campaigns.

Read More: TubeFilter

Meta Launches 'Edits' App

Meta is launching Edits, a video editing app designed to challenge TikTok’s CapCut. The app includes features like AI-driven effects, collaborative editing, and high-quality recording, all for free.

Apps like Edits have the potential to drive new content trends and influence creator strategies. For brands, staying on top of these shifts is crucial to adapting campaign tactics and remaining relevant on social media.

Read More: Social Media Today