YouTube Counts Every View

YouTube Shorts are seeing a surge in views after a quiet update that now counts any time watched as a view, even if it's just a second. This change also includes replays as additional views (who remembers Vine’s ‘loops’… nostalgia). From a paid media perspective, cost-per-view should remain unchanged, since YouTube only charges for engaged views.

At PopShorts, we’re using this update to push even harder on vertical creative, especially for campaigns that need to move fast and maximize visibility.

Wondering how Shorts could fit into your next campaign? Let’s talk through what’s working.

Here’s what’s new this month:

• Instagram Tests AI Comments: Meta is experimenting with auto-generated replies to keep conversations active on posts.

• Musk’s xAI Buys into X: Elon Musk’s AI company is purchasing a stake in X.

• Google Ads Land in Roblox: Google’s DV360 platform is now selling ad space inside Roblox.

• QVC Goes 24/7 on TikTok Shop: QVC launches a nonstop livestream on TikTok Shop, pushing social commerce into constant motion.

• YouTube Worth $550 Billion: Analysts highlight YouTube’s growing power across video, subscriptions, and shoppable content.

Instagram Tries Out AI Comments

Instagram is testing AI-generated replies on posts, offering creators a way to seed conversation and keep engagement moving. Users will see a “Reply with AI” option when responding to comments, with Meta noting that creators will have full control before anything is posted.

If this rolls out more widely, creators may see stronger engagement metrics, especially on branded content where momentum matters.

Read More: Social Media Today

Musk’s xAI Buys Musk’s X

Elon Musk’s AI company, xAI, is buying a 25% stake in X for $4.5 billion. The move tightens the link between his social platform and his AI ambitions, with plans to bring more of xAI’s tools directly into X.

For creators and advertisers, this could mean more AI-native features baked into the platform, like smarter content tools, new discovery systems, or automated engagement options. It also signals that Musk sees AI-driven social experiences as core to X’s future.

Read More: Reuters

QVC Goes 24/7 on TikTok Shop

QVC has launched a round-the-clock livestream on TikTok Shop, becoming the first retailer to broadcast live shopping content nonstop on the platform. The stream blends product demos, creator integrations, and audience interaction to drive conversions in real time.

It’s a sign of growing confidence in TikTok as a live commerce platform, and a reminder that shoppable content needs to feel seamless and native to keep audiences engaged.

Read More: TubeFilter

Google Ads Come to Roblox

Google is now selling ad inventory inside Roblox through its Display & Video 360 platform. This brings Roblox into mainstream media buying, letting advertisers place immersive formats directly within the game environment.

It’s a major step toward merging traditional ad infrastructure with metaverse-style experiences. For brands looking to show up authentically in these spaces, PopShorts works to connect the dots between immersive platforms and creator-led storytelling.

Read More: Social Media Today

YouTube Values at $550 Billion

A Wall Street research firm estimates YouTube’s standalone value at $550 billion, citing its dominance in video, growing subscription revenue, and expansion into shopping and live content.

The report highlights YouTube’s strength as a core media and commerce engine. With Shorts, long-form, and livestreams all gaining traction, creators remain central to the platform’s momentum.

Read More: TubeFilter