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Hi friend 👋🏼 and welcome to this week’s edition of “the dump.” We have some 🔥 news and insights for you, from Meta finally allowing Reels on Threads, to X moving away from advertisers a little more and a great opinion on why organic social media rules.

Are you ready?

🌤️ Today on “the dump”

1. 💰 X will pay its Premium users to engage with each other

2. ♻️ Meta is testing a feature to let you post Instagram Reels directly on Threads

3. 🕹️ WPP and Roblox strike new global content and advertising partnership

4. 💪 LinkedIn says 10M people have signed up as freelancers on its Services Marketplace  

5. 🎨Photoshop is getting a bunch of new AI tools

6. 👑 ORGANIC SOCIAL RULES: because you can’t use social to sell to an audience you haven’t built

Read time: 5 minutes

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💰 X will pay its Premium users to engage with each other

X is making a big change to how creators can earn money from the platform. Since last year, X has shared ad revenue with creators based on how many verified users see ads in replies to their posts.

But the company announced today that creators are instead going to be paid based on “engagement with your content from Premium users.” Put another way: the more people that subscribe to X Premium and engage with content from other Premium subscribers, the more money they all make. In theory.

Read more here (The Verge)

♻️ Meta is testing a feature to let you post Instagram Reels directly on Threads

The company is testing a new feature that will let you share Instagram Reels directly to Threads.

App researcher Alessandro Paluzzi found that Threads is working on a new option in the compose box that would let you pick Reels from your account and post them on Threads. The company confirmed that it is indeed testing the feature.

Read more here (TechCrunch)

🕹️ WPP and Roblox strike new global content and advertising partnership

As Roblox expands its advertising business, WPP has become the latest major industry player to announce a partnership with the metaverse platform.

WPP and its media buying arm GroupM today have officially been inducted into the Roblox Partner Program. The giant agency holding company is the first new member to join the program following the announcement of its expansion at Roblox Developers Conference last month.

It’s the second agency holding company to join the Roblox Partner Program, following Dentsu, which was one of the initial seven partners when the program kicked off last year.

Read more here (Digiday)

💪 LinkedIn says 10M people have signed up as freelancers on its Services Marketplace

More than 100,000 people have been laid off in the technology industry alone this year, and — either by circumstance or choice — at least some of them are not heading back into exclusively full-time work.

LinkedIn launched a freelancer marketplace in 2021 to capture some of that activity. Now, at a time when other freelancer marketplaces are struggling, the Microsoft-owned company is giving its first major update on how that’s been going.

Some 10 million people have created pages on LinkedIn’s Services Marketplace to date, it says, up 48% in the last year. Service requests — not actual commercial engagements (that’s not a number it is sharing) — are on the rise, too, averaging eight per minute and up 65% overall year-over-year.

Check out the research here (TechCrunch)

🎨Photoshop is getting a bunch of new AI tools

AI-powered features are launching across the Creative Cloud suite, with new tools also inside Illustrator, Premiere Pro, and InDesign.

The new AI features for Photoshop, like automatic background distraction removal and a more powerful Firefly generative AI model, are the biggest announcements, with Illustrator, InDesign, and Premiere Pro also getting new features that can help to speed up traditionally labor-intensive design tasks.

Check out the research here (TheVerge)

👑 ORGANIC SOCIAL RULES: because you can’t use social to sell to an audience you haven’t built

• Paid can do a lot of things, but it cannot build a brand

• Paid cannot be a solution to low engagement

On the other hand,

• Organic social helps better understand consumer behavior

• Organic social is essential to build a relationship with the consumers

You need a community to win on social, it is now a strategic essential for any brand looking to succeed on social media. And organic social is the only way to build an authentic connection with your audience.

Check out the full article here (TANGO/LinkedIn)