Observed Signal · Jan 23, 2023 · Technical Release · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
TikTok Tests Playback Speed Feature
TikTok is testing a new playback speed option that would let users watch videos at customized speeds, adding another layer of personalization to the platform. The test is part of a broader update slate noted by OnlineMarketing.de, including advertiser-friendly pricing with ads 50% cheaper than Instagram Reels, and creator-friendly improvements such as saving drafts in-app with a single click and longer video editing in Web. Social-media expert Ahmed Ghanem shared a screenshot of the playback-speed option on Twitter. The piece also notes that other platforms like WhatsApp and Twitter have previously introduced speed- and playback-related features for audio and video content. Market context cited by analysts suggests Google and Meta’s ad-revenue share is contracting while TikTok and Netflix gain, signaling ongoing shifts in the online advertising ecosystem.
Feature testing on a major social platform; contextual impact on ad pricing and platform updates.
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Key Takeaways & Evidence Grounding
- TikTok is testing a playback-speed option for content.
- TikTok advert prices are 50% lower than Instagram Reels.
- First creators can save drafts in-app with a single button; long videos can be edited on the Web.
- Ahmed Ghanem shared a screenshot of the new playback-speed option on Twitter.
- WhatsApp offers 1.5x and 2x speed for voice messages since March 2022; Twitter offers a speed-adjustment feature since Feb 2022.
Connected Companies & Entities
4 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Grok Bot Searches X, Integrates Rival AI Models
SpaceXAI has enhanced its AI agent Grok Bot with the ability to continuously search and analyze the entire X platform. Users can now deploy the agent for 24/7 social listening, brand monitoring, and trend analysis, similar to Google's Information Agents. Grok Bot will also integrate other AI models from competitors, such as Claude Opus 5.5, Midjourney, and Suno, depending on the task. This move signals a shift towards multi-model AI agents and expands the capabilities of AI-driven social media analytics.
Instagram Edits App Now Supports Carousel Creation
Instagram's Edits app now allows creators to create Carousel posts directly within the app, according to an announcement by Instagram's Creators account via Instagram and Threads. The feature is available immediately for iOS users, with an Android version expected soon. In a broadcast channel, Instagram head Adam Mosseri confirmed that users can mix photos and videos on any slide, connect images across slides, and use the same stickers, text effects, and cutouts used in video editing. This functionality aims to streamline content creation and boost engagement, as Carousels remain a popular format on the platform. Additionally, the Edits AI Assistant, which provides video ideas based on account metrics, is currently available only in the US. Meta continues to enhance its creator tools to support social media marketing efforts.
OAAA Launches Programmatic Center of Excellence for DOOH
AI is pushing advertising back into physical spaces due to declining trust in online content, the rise of AI answer engines that bypass websites, and the growth of agentic AI. Out-of-home (OOH) and digital out-of-home (DOOH) advertising are gaining renewed relevance, with US OOH revenue up 10.7% YoY to $3.16B in Q2 and DOOH up 18.5%, representing nearly 40% of category revenue. To guide this evolution, the OAAA has launched a Programmatic & Automation Center of Excellence led by COO Patrick Dolan, focusing on standardization, workflow automation, agentic AI, reporting/attribution, and omnichannel/retail media integration. The initiative aims to automate both programmatic and static OOH processes, addressing friction points. However, this trend raises concerns about consumer opt-out options and the over-commercialization of public spaces, as noted by Ezra Klein.
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