February 19, 2024 Social Media

BIG TikTok and Google Changes – February SMM (Social Media Marketing) Trends

In the modern landscape, things are ever-changing and evolving. Trends come and go, affecting business and conversions positively and negatively depending on the industry. From Universal Music Group pulling all the music they own from TikTok to a new AI writing assistant right on your search engine, there are numerous things to know about as we continue into Q1 of 2024.

BIG TikTok and Google Changes – February SMM (Social Media Marketing) Trends

UMG Pulls Music from TikTok

Music plays a significant role for content creators and musicians on the TikTok app. TikTok and Universal did not come to a new agreement on music usage rights. UMG (Universal Music Group) has several labels under its umbrella and has huge names signed, including Taylor Swift, Drake, Adele, Bad Bunny, and Billie Eilish. All music was pulled from the TikTok application as of February 1st by UMG because of the failed negotiations. The original agreement was signed between the two in 2021.

Universal Music Group released a statement once these failed negotiations broke out in the news. UMG argued that TikTok does not safeguard from AI (Artificial Intelligence) or compensate artists for using their music on the app. TikTok responded to these claims by saying they are disappointed that Universal “walked away from a free promotional and discovery vehicle.”

Many breakout artists have succeeded by going viral on TikTok, and stagnant careers have found new life. However, this failed deal is a big blow for both sides, especially TikTok, as they have made music a significant cornerstone of the app. 75% of users find the latest music from clips on TikTok. We expect TikTok and Universal Music Group to reconvene to negotiate terms, as agreeing will benefit both businesses.

Google Chrome AI Assistant

The world’s top search engine has created a new AI feature explicitly developed for Google Chrome. How does it work? Users can enter text prompts to find better posts and make more specific queries. Access it on any webpage by clicking “Help Me Write.” Type a few words, and AI will start writing for you. This AI writing assistant is great for writing reviews, RSVPs, and formal inquiries.

Google has already introduced AI slowly by letting users customize the appearance/design of their personal Google Chrome experience. The platform has been more cautious about implementing AI than other search engines and applications. However, as the year goes on, we will see if they take any more steps in that direction.

Latest Social Media Findings

YouTube remains the top video platform for users. Furthermore, Pinterest currently has over 96 million users in North America alone. X has a small audience compared to YouTube, Pinterest, and TikTok. TikTok will continue to grow in popularity. 1/3 of adults use TikTok, an increase from just 21% in 2021. Furthermore, it has been reported that 40% of Gen-Z use TikTok and Instagram for searches instead of Google or other search engines.

In 2024, there will be a deeper integration of AI and personalized user experience, resulting in highly tailored content recommendations. 318% increase in how much organizations plan to use AI for customer support activities in 2024. In addition, visually engaging content is necessary in 2024. We will see a more significant importance put on hashtags on social media regarding post circulation.

Co-marketing will drive tremendous results. 48% of marketers publish product or brand updates multiple times a week. However, remember that 34% of consumers say “too much self-promotion” is a turn-on in how they perceive brands on social media. Make sure to keep a balance between branded promotions and posts to promote authentic engagement. As a result, we will see a shift to utilizing more nano-influencers, which have a following ranging between 1,000 to 10,000. Nano-influencers are known for terrific engagement rates and a keen sense of community with their followers.


Keep your finger on the pulse and implement the latest trends for increased efficiency and reach. Are you looking to grow your business? Do you need help with social media marketing? Commerce Pundit can help! Book a meeting time with us to chat.

1. Why did Universal Music Group (UMG) pull its music from TikTok?

  • UMG pulled its music from TikTok due to failed negotiations regarding music usage rights and compensation for artists. The disagreement arose because TikTok does not provide safeguards against AI usage and compensation for artists.

2. What impact does this have on TikTok users and content creators?

  • The absence of UMG’s music on TikTok affects content creators and users who heavily rely on music for their content creation. This situation poses challenges for creators who utilize TikTok as a platform for promoting their work and reaching a wider audience.

3. Is there a possibility of TikTok and UMG reaching a new agreement in the future?

  • It’s likely that TikTok and UMG will reconvene to negotiate terms, as both parties stand to benefit from a mutual agreement. Given the significance of music on the TikTok platform, resolving this issue would be advantageous for both businesses.

4. What is the new AI feature introduced by Google Chrome?

  • Google Chrome has launched a new AI writing assistant feature that allows users to generate text by entering prompts. Accessed through the “Help Me Write” option on any webpage, this feature assists users in composing various types of content, such as reviews, RSVPs, and formal inquiries.

5. How does the integration of AI impact social media and user experience?

  • The integration of AI in social media platforms leads to highly personalized user experiences and tailored content recommendations. Additionally, organizations are increasingly utilizing AI for customer support activities, with a significant rise expected in 2024.

6. What are the emerging trends in social media marketing for 2024?

  • In 2024, there is a growing importance placed on visually engaging content and the use of hashtags for post circulation. Co-marketing initiatives are expected to yield significant results, with a shift towards utilizing nano-influencers for authentic engagement and community building.

7. How can Commerce Pundit assist businesses in navigating these trends?

  • Commerce Pundit offers expertise in social media marketing and can help businesses leverage the latest trends to increase efficiency and reach. Interested parties can book a meeting with Commerce Pundit to explore strategies for growing their business through effective social media marketing.


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