X also this week highlighted the upcoming release of a new “Sensitivity Settings” tool, which aims to enhance advertisers’ control over the content that their ads appear alongside, according to an X blog post. Advertisers will be able to choose from three options for the types of content that can surround their ads, with the strictest, “conservative” setting preventing these ads from being placed among content featuring drugs, obscenity, sexual content or “excessive profanity,” among other controversial content. The “relaxed” setting will allow ads to show up alongside “some sensitive content,” such as profanity, in order to extend the reach of brands’ ads, while the “standard” setting falls somewhere in the middle.
TikTok prepares to host a live music competition: TikTok is continuing to hone in on the platform’s close ties to music with an upcoming global singing competition that will take place entirely on TikTok Live. TikTok outlined the structure of the U.S. branch of the competition, called “Gimme the Mic,” in a Monday blog post. The contest is essentially a TikTok-ified version of popular singing competitions such as “American Idol” and “The Voice,” with TikTok picking the most popular creators from a pool of applicants to go head-to-head in a round of semi-finals, and the winners of that elimination round advancing to the contest’s finale. The winning performer will receive a trophy and up to 50,000 diamonds, TikTok’s in-app currency (the monetary value of those diamonds are unclear).
Gimme the Mic follows a slew of recent music-related initiatives from TikTok, including the platform’s expansion of its TikTok Music streaming service and its launch of the TikTok Elevate program to identify and uplift emerging artists.