Social media pulled a Freaky Friday this week.

Reddit and TikTok woke up as Google. Instagram woke up as YouTube, and X as TikTok.

Ask Reddit, get an ad: Reddit is testing ads in its search results with select advertisers.

Sell espresso machines? Your ad could show up for “espresso station” searches, since Reddit picks ads partly by relevance.

Reddit needs the money: Google’s AI search sends it less traffic.

TikTok gives search a FOMO meter: Impression Share and Top 1 Impression Share show what percentage of eligible search impressions your ads captured, overall and in first place.

Both go down to keyword level. Low share means missed demand:

• Spending your full budget? Raise it.
• Money left over? Check your bids.

TikTok’s Keyword Suggestion Tool also gained Keyword Packs: ready-made brand and category keyword lists that refresh daily. TikTok hasn’t named markets for either.

Instagram is still trying to make long-form happen: It’s paying select creators to post to Features, its test of videos up to 90 minutes.

Business Insider reports offers from $50,000 to $500,000, and Meta says it’s funding some creators directly.

Meta also paid creators on IGTV, its old long-form app, and began shutting it down in early 2022.

X hands out attendance awards: Its invite-only Video Kickstart Bonus pays creators who post 15 vertical videos on 15 different days in about a month.

Videos must be their own and under three minutes, but clips they already posted on TikTok, Instagram or YouTube count.

Some of your creator partners could earn twice from one video, so check what your contracts allow on X.