LinkedIn shares tips on using articles to enhance engagement
LinkedIn provided new tips on how to maximize the performance of long-form articles and tap into rising engagement with longer posts.
Which could be worth noting. LinkedIn recently shared that posts in the app are a leading reference source for artificial intelligence chatbots. Long-form articles, in particular, are a key driver of that engagement.
In other words, if social media marketers want to boost the chances of their names and/or brand names appearing in AI chatbot responses, LinkedIn articles could be a valuable option, as they can help maximize engagement based on evolving discovery behaviors.
LinkedIn said that creators who want to capitalize on the performance of their long-form posts should ensure that they monitor their content performance and analytics in order to understand who, exactly, is engaging with their posts.
LinkedIn added that topical consistency is important to help grow an audience in the app. Meanwhile, linking to LinkedIn articles from other channels will also help to boost awareness. Partnering with creators is another way to boost LinkedIn article interest, as is putting paid spend behind content through LinkedIn ads.
YouTube launches Creator Partnerships platform for brands & creators
The update streamlines how brands find creators, manage partnerships and track performance, while expanding access via an API for selected partners.
YouTube has introduced Creator Partnerships, a centralised platform designed to manage collaborations between brands and creators. The tool replaces BrandConnect and is integrated into YouTube Studio for creators and into Google Ads and Display & Video 360 for advertisers.
The update focuses on streamlining how brands identify creators, manage partnerships and track performance. It also expands access through an API, allowing selected partners to integrate these capabilities into their own systems.
The platform uses Gemini to support creator discovery. Advertisers can search from a pool of over 3 million creators in the YouTube Partner Programme, with recommendations based on factors such as audience alignment, subscriber growth, and existing brand mentions.
ChatGPT ads pilot crosses $100 million revenue mark in six weeks
Early demand remains strong as OpenAI scales ChatGPT ads pilot, plans global expansion and self-serve tools, while stating ads do not influence responses or user data
New Delhi: OpenAI’s ChatGPT advertising pilot in the United States has crossed an annualised revenue run rate of $100 million within six weeks of launch, as per multiple media reports. The early performance indicates strong demand for the company’s new advertising business.
The pilot was announced in January, when Sam Altman-led OpenAI said it would begin showing ads to a section of users in the US. The move is aimed at building new revenue streams to support the high cost of developing AI technologies. Ads are being tested on free-tier users and those on the lower-priced Go plan.
The company has maintained that ads are kept separate from ChatGPT’s responses and do not influence outputs. It had also stated earlier that user conversations are not shared with advertisers.
YouTube expands shopping affiliate program to creators with 500 subscribers
YouTube has announced a significant expansion to its Shopping affiliate program, substantially lowering the barrier to entry for content creators. The platform is now opening the program to a wider range of participants within the YouTube Partner Program (YPP).
Expanded Eligibility Requirements
Previously restricted to channels with a larger following, the updated policy allows creators to join the affiliate program if they meet the following criteria:
- Are currently enrolled in the YouTube Partner Program.
- Have a minimum of 500 subscribers.
- Meet all other standard YouTube eligibility guidelines.
Apple to bring paid ads to maps to US, Canada this summer
Apple said that its new map ads will maintain its privacy controls and that a user’s location and the ads they view and interact with will not be associated with the user’s Apple account [File] | Photo Credit: REUTERS
Apple on Tuesday said it plans to introduce paid ads to its maps service in the U.S. and Canada this summer, marking its entry into a business long dominated by Alphabet’s Google.
Apple Maps, an app that comes bundled on hundreds of millions of iPhones and other devices each year, will display paid advertising on top of existing organic search results. Advertisers will be able to claim their physical location through a set of business tools, which Apple also said Tuesday it plans to revamp next month.
Apple did not say how much revenue it expects to generate from the new service, or how many users of its 2.5 billion active devices regularly use its maps service.
Meta testing Instagram Plus with anonymous Story viewing and paid extra features
Highlights
- Meta is testing an Instagram Plus subscription with features like anonymous Story viewing and extra controls.
- The paid tier focuses on Stories, adding tools for visibility, audience control, and extended reach.
- The feature is live in a few test markets for as low as USD 2.
Meta has started testing a paid tier for Instagram called Instagram Plus, and it is already live in a few markets, as reported by TechCrunch. This comes shortly after Meta said it was exploring subscriptions across Instagram, Facebook, and WhatsApp, so this test looks like a move in that direction. Instead of focusing on creators or businesses, this version is aimed more at everyday users who spend a lot of time on the app.
The rollout is currently limited to markets such as Mexico, Japan, and the Philippines, based on user reports. Pricing is relatively low at this stage, ranging from roughly USD 1 (around Rs 95) to just over USD 2 (around Rs 190) a month depending on the region. That pricing suggests Meta is still testing the waters rather than committing to a fixed global model. It also leaves room for changes later, especially if the company decides to bundle features or adjust pricing for larger markets.
Digital Tightens its Grip on India’s ₹2.78 Trillion Media Market
Digital crosses 63% of ad spend—fueling subscriptions and live events—while TV and radio slide into structural decline: FICCI–EY M&E report
India’s media and entertainment (M&E) industry crossed a crucial turning point in 2025. It was not just about growth anymore. It was about a structural shift in how the industry works.
The sector grew 9.1% to reach ₹2.78 trillion, according to the FICCI–EY Media & Entertainment Report 2026. This was higher than India’s per capita GDP growth, signalling strong momentum. But the bigger story was this: digital is no longer just a fast-growing segment. It has become the centre of the entire ecosystem.
Today, everything in media—from content creation to advertising to distribution—is being reshaped
Digital now drives advertising and subscriptions
The clearest sign of this shift is in advertising. Total ad revenue grew 13.5% to ₹1.5 trillion in 2025. Out of this, digital alone contributed ₹947 billion, making up 63% of total advertising spend. Just two years ago, that share stood at 50%. Most brands are now prioritising digital platforms over television, print or radio because they offer better targeting, clearer measurement and a direct link to sales.
Much of this growth came from e-commerce and performance-driven advertising. Spending on e-commerce and point-of-sale ads grew 50% to ₹220 billion. Small and medium businesses played a major role in this expansion, with over a million advertisers now active on digital platforms. Advertising, in effect, is shifting from reach to outcomes.
That wraps up today’s updates. The big takeaway? Digital isn’t just a part of the mix anymore—it is the center of the ecosystem, now claiming a massive 63% of India’s ad spend. From ChatGPT hitting revenue milestones to YouTube opening doors for smaller creators, the shift is clear: we’re moving from chasing broad awareness to driving real, AI-powered outcomes.
And from BC Web Wise
Signing off. See you in the next one. Till then you could groove to the cool Acapella track, The Song of Zuno, by Voctronica and Zuno General Insurance, released by us on Instagram!
