X Replaces Creator Revenue Sharing With Original Content Rewards: What Changed and What It Means for Creators

Original Content Rewards program is X’s new creator monetization programme, introduced to replace Creator Revenue Sharing and put greater emphasis on original work.

On 7 August 2026, X stopped accepting new enrolments into its Creator Revenue Sharing programme. Existing creators will continue earning under Revenue Sharing until 7 September 2026, with X beginning to roll out applications for Original Content Rewards to existing members from 8 September.

This is more than a change of name.

X is changing what it wants to reward. Under the new programme, creators will earn from qualified impressions generated by content that reflects their own ideas, expertise, perspective or creativity.

For creators who have built their accounts around original analysis, reporting, commentary, videos, images or expertise, the new programme could create an opportunity. For accounts that depend heavily on reposting, aggregation, engagement farming or other people’s viral content, the rules are becoming much tougher.

Why Is X Replacing Creator Revenue Sharing?

Creator Revenue Sharing allowed eligible creators to earn money from content that generated engagement and impressions on X.

To qualify, creators needed an eligible Premium subscription, at least 500 verified followers and at least 5 million organic impressions within the previous three months.

X says the problem was that the incentives created by Revenue Sharing had become misaligned with what the platform wanted creators to produce.

In announcing Original Content Rewards, X Creators Product lead Allegra Jacchia explained that creators should be focused on bringing new content to the platform rather than primarily optimizing their activity to maximize payouts.

 

Today, we’re launching Original Content Rewards.

The reality is that Revenue Sharing had reached a point where its incentives were misaligned. Creators should be focused on bringing net new content to the platform instead of maximizing payouts. We could have kept adding more… pic.twitter.com/VJIxqlPrjm

— Allegra Jacchia (@allegrajacchia) August 7, 2026

Rather than continue adding more restrictions and exceptions to Revenue Sharing, X decided to create a new programme built around originality from the start.

The thinking behind it is straightforward: X wants to reward creators who give users something new to read, watch or discuss.

That could be an original video, an informed opinion, industry expertise, reporting, analysis, a creative idea or commentary that adds useful context to an existing conversation.

When Is X Creator Revenue Sharing Ending?

X is phasing out Creator Revenue Sharing over several weeks.

Here are the key dates creators need to know:

Date	What happens
7 August 2026	X stops accepting new enrolments into Creator Revenue Sharing
14 August 2026	Existing Revenue Sharing members receive a scheduled payout
28 August 2026	Existing members receive another scheduled payout
7 September 2026	Existing creators stop earning under Creator Revenue Sharing
8 September 2026	X begins rolling out access for existing Revenue Sharing members to apply for Original Content Rewards
Around 11 September 2026	X expects to make the final Revenue Sharing payout for earnings accrued through 7 September

If you are already part of Creator Revenue Sharing, you will not automatically become a member of Original Content Rewards.

You will need to meet the new requirements and apply. Creators who have already completed identity verification and connected a valid payout method will not have to repeat those steps.

Creator Revenue Sharing vs Original Content Rewards: What Changed?

One of the most noticeable differences between the two programmes is the number of impressions required.

Revenue Sharing requires at least 5 million organic impressions in three months. Original Content Rewards requires at least 500,000 Home Timeline impressions from verified users within 90 days, with impressions from replies excluded. But the numbers should not be compared as though X has simply reduced the threshold from 5 million to 500,000.

They are measuring different things.

Here is a clearer comparison:

Requirement	Creator Revenue Sharing	Original Content Rewards
Main focus	Eligible content generating meaningful engagement	Original, high-quality content
Verified followers	At least 500	At least 500
Impression requirement	5 million organic impressions in 3 months	500,000 verified-user Home Timeline impressions in 90 days
Reply impressions	Part of broader organic impressions	Excluded from eligibility threshold
Original content requirement	Governed by existing monetization standards	Explicit core requirement
Application	Eligible creators complete monetization setup	Eligible creators must apply and be reviewed
Payout frequency	Every two weeks	Every two weeks
Minimum payout	$30	$30

The headline threshold is lower, but the new measurement is more specific. A creator could have hundreds of thousands of impressions from replies or non-verified users and still fail to reach the 500,000 Home Timeline impression requirement.

A useful way to understand the change is this:

The volume requirement has come down, but the originality requirement has become much stronger.

What Are the Eligibility Requirements for Original Content Rewards?

To apply for the Original Content Rewards Program, creators must meet several requirements.

You must:

• Be at least 18 years old.
• Be based in a country where the programme is available.
• Have a Personal or Business account.
• Have an active X Premium, Premium+ or Premium Business subscription.
• Have at least 500 verified followers.
• Generate at least 500,000 Home Timeline impressions from verified users in the previous 90 days.
• Regularly publish original content.
• Have an account in good standing.
• Follow X’s monetization rules and Terms of Service.

Political and government organization accounts are not eligible.

For Kenyan creators, Kenya is among the countries where Original Content Rewards is available.

Meeting all these requirements does not guarantee that X will accept you into the programme. Once eligible, you must submit an application, which X says it will review before approving or rejecting your participation.

If an application is rejected, a creator can appeal once. If that appeal is unsuccessful, they can apply again after 90 days as long as they continue meeting the eligibility requirements.

What Counts as Original Content on X?

This is the most important part of the new programme.

X defines original content as content you have personally written, filmed, designed or produced that reflects your voice, expertise, perspective or creativity.

That means creators do not necessarily have to produce professional videos or photography to qualify.

Your knowledge and perspective can also be original content.

For example, a digital marketer could explain what a new Google Ads policy means for businesses. A journalist could provide additional context to a developing news story. A football analyst could explain the tactical decisions that affected a match. A financial expert could break down what an economic announcement means for ordinary consumers.

The underlying topic may already be public, but the creator is contributing their own analysis, explanation or expertise.

X specifically recognizes commentary, reactions and analysis as forms of original expression when the creator adds genuine perspective or useful context.

What Content Will Not Qualify?

The new rules are much tougher on content where most of the value comes from someone else’s work.

X says the following will not be considered original:

• Copying another creator’s text, image or video.
• Downloading someone else’s content and reuploading it to X.
• Changing only a few words from another person’s post.
• Adding a filter to someone else’s content.
• Changing the speed of another creator’s video.
• Adding a basic text overlay without substantially transforming the work.
• Compiling content from different creators without adding substantial new framing or perspective.
• Taking someone else’s content from another platform and reposting it on X.

Importantly, attribution does not automatically make copied content original.

You may give the original creator credit and still have content that does not qualify for Original Content Rewards.

However, creators can republish their own original work from another platform on X.

What Are Qualified Impressions?

Original Content Rewards introduces another term creators need to understand: qualified impressions.

X says creators will earn based on qualified impressions generated by their original content.

A qualified impression is a unique Home Timeline impression from a user subscribed to Premium Basic, Premium, Premium+ or Premium Business, where at least 50% of the post is visible.

X excludes:

• Repeat impressions from the same user on the same post.
• Paid or promoted impressions.
• Artificially generated impressions.
• Fraudulent impressions.

This means the total view count displayed on your post and the number of impressions X considers eligible for earnings can be very different.

A post with one million total impressions does not automatically have one million qualified impressions.

Creators therefore need to look beyond public view counts when evaluating whether their content is helping them qualify for the programme.

Reply Farming May Become Less Useful for Monetization

Replying under viral posts has become a popular growth tactic on X.

Creators often reply quickly under posts from celebrities, media organizations, influencers and large accounts in the hope that their responses will attract thousands of impressions.

That approach can still expose an account to new audiences.

But there is now an important limitation for creators interested in monetization.

X explicitly says impressions on replies do not count towards the 500,000 Home Timeline impressions required to qualify for Original Content Rewards.

For creators who have relied heavily on reply impressions, this may require a change in strategy.

Main-feed original posts now matter much more.

Engagement Farming Can Also Affect Your Eligibility

Original Content Rewards also places restrictions on attempts to manufacture engagement.

X says creators participating in the programme should not repeatedly instruct users to like, reply, bookmark, follow or repost their content.

The programme also prohibits the use of bots, automated tools or other methods designed to artificially generate views, likes, comments, follows or shares.

Posts built mainly around tactics such as “Like and repost this”, “Follow everyone who replies” or similar engagement exchanges could therefore put monetization eligibility at risk.

Creators will need to focus more on making content people naturally want to engage with.

What Happens If Your Post Gets a Community Note?

Accuracy also has financial consequences under Original Content Rewards.

X says content containing misleading information or disinformation is ineligible for payouts.

A post that receives a helpful Community Note is also ineligible for earnings.

This matters particularly for creators who regularly post about breaking news, politics, finance, technology and other subjects where information can develop quickly.

Speed can generate impressions, but creators also need to verify the information they publish.

What Does Original Content Rewards Mean for Creators?

The new X creator programme creates clear opportunities, but it also puts pressure on creators to rethink how they build reach.

1. Expertise has more value

Creators who understand a subject deeply have an advantage.

Your knowledge of marketing, technology, finance, sport, fashion, entertainment, politics or any other niche can become content when you use it to help audiences understand what is happening.

You do not always need exclusive information. Sometimes your value is in explaining information better than everyone else.

2. Aggregators will need to add more value

Accounts that mainly repost viral videos, screenshots, news headlines or other creators’ posts will face a tougher monetization environment.

Curating information can still be useful to an audience, but creators need to add substantial analysis, context or perspective.

There is a difference between redistributing information and contributing something to it.

3. Mid-sized creators could have an opportunity

Five million organic impressions in three months placed Creator Revenue Sharing beyond the reach of many smaller creators.

The new 500,000-impression requirement could make the programme accessible to more creators.

However, these must be the right type of impressions: verified-user impressions generated on the Home Timeline.

The programme is therefore not necessarily easier. It simply rewards a different combination of reach and content.

4. Building around your own ideas becomes more important

A strong creator account should give people a reason to follow the person behind it.

What do people learn from you?

What do you understand particularly well?

What experiences can you share?

What perspective do you provide that another account cannot easily reproduce?

Those questions become more important when originality directly affects your ability to earn.

What Should Creators Do Before 8 September?

If you are currently in Creator Revenue Sharing or hope to qualify for Original Content Rewards, start by reviewing your content strategy.

Audit your recent content. Look at your last 30 to 60 days of posts and identify how much was created by you, how much added substantial commentary and how much simply redistributed existing content.

Publish more original main-feed posts. Reply impressions can still help with visibility, but they will not count towards the new 500,000-impression eligibility requirement.

Use your expertise. Analysis, explanations, reporting, personal experience and informed commentary can all create original value.

Add context when sharing other content. Don’t simply repost something with a short reaction. Explain what happened, why it matters or what your audience should understand.

Avoid engagement farming. Do not build your content strategy around repeatedly asking users to like, repost, bookmark, follow or reply.

Verify information before posting. Misleading content and posts that receive helpful Community Notes are not eligible for rewards.

Existing Revenue Sharing members should also check Creator Studio → Original Content Rewards from 8 September 2026 as X begins rolling out access to applications.

X Is Changing What It Pays Creators For

The replacement of Creator Revenue Sharing with Original Content Rewards tells creators a lot about the type of content X wants on the platform.

Reach still matters. Qualified impressions are what generate payouts. But getting attention is only part of the equation. The content generating that attention now needs to demonstrate original value.

For creators, this puts more weight on original ideas, expertise, reporting, analysis, creativity and meaningful commentary while reducing the monetization value of copied posts, low-effort aggregation and engagement farming.

The question is therefore becoming less about “How many impressions can I generate?”

A better question is:

“What am I creating on X that gives people a reason to follow me rather than the accounts I am reposting?”

For creators who can answer that consistently, Original Content Rewards could be an opportunity.

LinkedIn Adds an AI Slop Button as It Cracks Down on Low-Quality Posts

LinkedIn is rolling out a “Seems like AI slop” reporting option that allows members to flag posts and comments they believe feel automated, generic or inauthentic. The LinkedIn AI slop button is part of a wider effort to reduce low-quality content and protect the professional network’s focus on real expertise and human perspectives.

The option appears in the three-dot menu on a post. After a member selects it, LinkedIn hides the post from that person’s feed and uses the feedback as a signal to improve the systems that determine what content should be recommended.

What is AI slop?

“AI slop” generally refers to low-quality content produced or heavily shaped by artificial intelligence. It may be grammatically correct and professionally formatted but still feel empty, repetitive or disconnected from the person publishing it.

The problem is not simply that AI was used.

LinkedIn’s Chief Product Officer, Hari Srinivasan, said the company recognizes that many people use AI to refine their thoughts. The concern is content that lacks an authentic perspective, offers little value or is produced at scale to attract attention and engagement.

This distinction matters. A person can use AI to proofread a post while keeping their experience, argument and voice. However, a polished post can still be considered slop when it repeats familiar phrases without communicating anything useful.

How the LinkedIn AI slop Button will Work

 

LinkedIn says reports from members will help it tune its models and improve the feed.

The company is also introducing new classifiers designed to identify AI slop and other low-quality posts. This is expected to reduce such content in recommendations, particularly posts published by people outside a member’s network.

The button should therefore be viewed as a feedback tool, not necessarily an automatic penalty.

LinkedIn has not said that one report will cause a post to be removed or immediately reduce its reach. Instead, the reports will provide additional signals that help the platform understand what members consider inauthentic.

LinkedIn is also testing private feedback for creators. A person may see a notice in their analytics dashboard when members feel their post sounds inauthentic or relies too heavily on AI. The feedback will not publicly label the post or identify the members who reported it.

LinkedIn is Changing its own AI writing Tools

LinkedIn is also removing its “enhance your post” feature, which could rewrite a member’s content using AI. It will replace the feature with a proofreading tool that corrects the writing without changing the person’s voice.

This is an important change in direction. LinkedIn is not rejecting AI as a writing assistant. Instead, it is drawing a clearer line between using AI for support and allowing AI to replace personal thinking.

The company is also strengthening its automation defences. LinkedIn says it now catches hundreds of thousands of automated comment attempts every day and has blocked billions of other automation attempts, including large-scale posting, over the past few months.

LinkedIn is also expanding profile and Page verification. Members will be able to block comments from company Pages they no longer want to see.

What Does this Mean for LinkedIn users?

For people who read content on LinkedIn, the update provides a direct way to tell the platform when a post feels mass-produced or offers little value. Over time, this feedback could help LinkedIn reduce generic posts and automated comments in the feed.

For people who publish content, the message is clear: using AI is not automatically the problem, but losing your voice is.

Posts should still contain a real observation, experience, argument or lesson from the person publishing them. AI can help organize ideas, check grammar and improve clarity, but it should not invent expertise or turn every experience into the same predictable thought-leadership post.

There are also possible risks. Members may incorrectly label polished writing as AI-generated. Competitors and critics could also misuse the reporting option against content or viewpoints they dislike.

LinkedIn will therefore need to treat member reports as one signal among several rather than proof that a post is AI slop.

Final Take

The LinkedIn AI slop button is a response to a trust problem, not only a technology problem. When feeds become crowded with automated comments and interchangeable posts, users find it harder to determine whose expertise, experience and opinions are genuine.

The update does not mean people should stop using AI. It means AI should support the writer rather than become the writer.

The strongest LinkedIn content will still come from people who have something specific to say and are willing to sound like themselves.

WhatsApp Introduces Four New Features: What Users and Businesses Should Know

WhatsApp has announced four new features aimed at making the messaging application easier to use across music platforms, computers, cars and iPads.

The updates allow users to share songs from Spotify and Apple Music to WhatsApp Status, open and annotate PDFs inside WhatsApp, access an improved hands-free experience through CarPlay and Android Auto, and create a WhatsApp account directly from an iPad.

The features are already rolling out, although WhatsApp has not provided a detailed country-by-country availability schedule.

At a glance

Update	What is changing
Music sharing	Share songs from Spotify or Apple Music directly to WhatsApp Status
PDF support	Open, highlight and annotate PDFs inside WhatsApp
Car integration	Hear messages, respond, call contacts and view call history hands-free
iPad registration	Create a WhatsApp account directly from an iPad

Why is WhatsApp introducing these features?

WhatsApp says important conversations are increasingly taking place across several devices and applications rather than only on smartphones.

People may use WhatsApp on a computer while working, an iPad while at home and a supported vehicle system while travelling. The new features are designed to make the platform fit more naturally into these different situations.

Although the four updates serve different purposes, they point to one wider direction. WhatsApp wants to become a communication service that follows users across their daily activities, devices and digital services.

Share music directly to WhatsApp Status

Users can now share songs from Apple Music or Spotify directly to their WhatsApp Status.

The integration reduces the steps involved in sharing music. Instead of copying a link or taking a screenshot of a song, users can share what they are listening to with a few taps. Their WhatsApp contacts can then see the song through the Status update.

What does it mean?

This makes WhatsApp Status more useful as a content-sharing and discovery space.

For ordinary users, it provides another way to express personality, mood and musical interests. For musicians, record labels, entertainment brands and content creators, it could help songs circulate through personal networks.

WhatsApp Status is different from a public social media feed. Updates are normally seen by people who already have some form of connection with the person sharing them. A song recommendation from a friend may therefore feel more personal than a sponsored advertisement or public post.

Artists and music promoters could encourage fans to share newly released songs to their Status. However, the feature will work best when sharing happens naturally. Repeatedly asking audiences to promote music may weaken the personal experience that gives WhatsApp recommendations their value.

Open and annotate PDFs inside WhatsApp

WhatsApp users can now open PDF documents directly within the platform without downloading them first.

On WhatsApp Web and Desktop, users can also make lightweight changes, including highlighting sections and adding annotations inside the conversation. The PDF functionality is powered by Adobe Acrobat.

What does it mean?

This is likely to be the most useful of the four updates for businesses and organizations.

WhatsApp is already widely used to exchange quotations, invoices, reports, contracts, application forms, catalogues and other documents. Being able to open and comment on a PDF within the conversation could make approvals and feedback faster.

A customer could highlight an incorrect item on an invoice. A client could mark a section of a proposal that needs revision. A colleague could point out a clause in an agreement without opening a separate PDF application.

However, organizations should not allow convenience to replace proper document management. Final contracts, approvals and official records should still be stored in secure and organized systems. WhatsApp can support quick collaboration, but it should not become the only place where important documents are kept.

Revamped CarPlay and Android Auto experience

WhatsApp has refreshed its experience on Apple CarPlay and Android Auto.

Users can hear and respond to messages, make WhatsApp calls, see their call history and reach favourite contacts through their vehicle’s supported screen and audio system. The experience is designed to be used hands-free.

What does it mean?

The update could make WhatsApp more convenient for people who spend considerable time travelling, including sales teams, field workers, business owners and professionals moving between appointments.

Users may be able to respond to an urgent message or return a WhatsApp call without reaching for their phones.

However, hands-free communication does not remove the risk of distraction. Drivers should still keep conversations brief, prioritize the road and follow local traffic laws.

For businesses, this also shows why messages should be concise and easy to understand. A person listening through a car system may struggle to follow a long voice note or complicated set of instructions.

Create a WhatsApp account directly from an iPad

WhatsApp users can now register and create an account directly from the WhatsApp iPad application.

Previously, the iPad application primarily worked by linking it to an account established on a phone. The new registration option allows the iPad to become the starting point for setting up the account.

What does it mean?

The update gives users more flexibility in choosing their primary WhatsApp device.

It may be useful for people who rely heavily on tablets, as well as organizations using iPads at customer service desks, exhibitions, reception areas, field operations or retail counters.

The larger screen may also make it easier to manage customer conversations, view shared documents and participate in calls while working with other applications.

Its impact may still depend on how widely iPads are used in each market. In smartphone-first markets, the phone is likely to remain the main device through which most people access WhatsApp.

What do these updates mean for businesses?

These features show that WhatsApp is continuing to develop beyond private mobile messaging.

For businesses, WhatsApp is becoming part of several stages of the customer journey. Customers can discover products through Status, ask questions through chats, receive documents, provide feedback and make calls within the same platform.

Organizations should therefore review how they use WhatsApp across customer service, marketing and internal communication.

Businesses can start by:

1. Testing the new PDF tools with non-sensitive documents.
2. Updating internal guidelines for sharing and storing files.
3. Keeping customer messages and voice notes concise.
4. Exploring how WhatsApp Status can support content and music campaigns.
5. Checking whether direct iPad registration could support customer-facing teams.

What remains unclear?

WhatsApp says the features are already rolling out, but the announcement does not provide a detailed schedule showing when every user or market will receive them.

It is also unclear whether music sharing will eventually support additional streaming services beyond Apple Music and Spotify.

The PDF tools are currently described as available through WhatsApp Web and Desktop. WhatsApp has not announced equivalent annotation tools for all mobile versions of the application.

Final take

The significance of these updates is not found in any single feature. It is in the direction WhatsApp is taking.

WhatsApp is positioning itself as a communication layer that connects people across entertainment, work, travel and different devices. Sharing music strengthens Status as a discovery space. PDF support makes WhatsApp more useful for workplace collaboration. Improved car integration and direct iPad registration expand where people can access conversations.

For businesses, this creates both convenience and responsibility. WhatsApp can reduce friction in customer communication, but organizations still need clear rules for privacy, record-keeping and document approval.

The platform may have started as a simple messaging application, but it is increasingly becoming part of how people communicate, work and complete everyday tasks.

Original source: Meta Newsroom

WhatsApp Usernames: What Meta’s Move Means for Privacy, Brands and Digital Marketing

WhatsApp Usernames: What Meta’s Move Means for Privacy, Brands and Digital Marketing

WhatsApp is preparing for one of its biggest identity changes in years.

The platform is introducing usernames, giving users a way to connect without immediately sharing their phone numbers. For a platform that has always been built around mobile numbers, this is not a small product update. It changes how people are found, how businesses receive enquiries, how customers build trust, and how brands protect their identity online.

On June 29, 2026, WhatsApp announced that users can start reserving optional usernames ahead of the full rollout later in the year. The company said usernames are meant to make WhatsApp more private by allowing people to chat without handing over their phone numbers in some new conversations. WhatsApp also said there will be no public username directory and no suggestions, meaning someone will need to know your exact username before contacting you for the first time.

At Samodigital Agency, we see this as more than a WhatsApp feature. It is part of a wider shift in how brands will build direct relationships with customers in a more private, mobile-first and conversation-led digital environment.

What Are WhatsApp Usernames?

WhatsApp usernames will allow users to reserve a unique handle that can be shared instead of a phone number.

This means that instead of giving someone your mobile number immediately, you may be able to share a username such as @yourname or @brandname, depending on availability and WhatsApp’s rules.

The feature is optional. WhatsApp is not removing phone numbers completely. Users will still need a phone number to register an account, and people who already have your phone number may still see it. The privacy benefit mainly applies to new conversations with people or businesses that do not already have your number.

WhatsApp is also introducing an optional username key. This adds another layer of control because a person may need both your username and your key before they can message you. This is meant to reduce unwanted messages, spam and abuse if your username becomes public.

Why Meta Is Introducing WhatsApp Usernames

1. Privacy and Identity Protection

The biggest reason is privacy.

A phone number is not just a contact detail. It is tied to mobile money, banking, family, work, business accounts, two-factor authentication, social media, and many other parts of everyday life. Once someone has your number, they can contact you outside the original reason you connected.

This has always been one of WhatsApp’s weak points. The app offers end-to-end encrypted conversations, but it has not always protected the user’s identity at the point of contact. If you join a group, attend an event, network with new people, or contact a business, sharing your number can feel too personal.

WhatsApp usernames are meant to reduce that exposure. They give users a lighter way to connect without immediately handing over a sensitive personal identifier.

2. More Control for Users

People increasingly want to control how they are found online.

On Instagram, TikTok, X, LinkedIn and Telegram, users are already familiar with social media handles. WhatsApp has remained different because it is built around phone numbers. That has made it feel personal, but also less flexible.

Usernames give WhatsApp a modern identity layer without turning it into a fully public social network. This distinction matters. WhatsApp says there will be no public directory, no username browsing and no suggestions. Someone will need to know your exact username before contacting you for the first time.

That means WhatsApp is not trying to become Instagram. It is adding a private contact option, not a public discovery system.

3. Competition With Other Messaging Platforms

WhatsApp is also responding to what users already experience on other messaging platforms.

Telegram and other messaging apps have offered username-based contact options for years. Users now expect to have some way of connecting without exposing their phone number immediately.

WhatsApp is arriving late to this feature, but its scale makes the update significant. WhatsApp says it has over three billion users, which is one reason username reservation is being opened early to reduce overlap and give people time to claim names that matter to them.

4. Business and Customer Communication

WhatsApp is no longer just where people chat with family and friends. It is where customers ask about products, schools send updates, churches coordinate members, chamas communicate, small businesses receive orders, creators build communities, and brands handle customer care. This is not surprising, given that WhatsApp ranks as Kenya’s second most-used social media platform, according to the Communications Authority of Kenya’s April 2026 Audience Measurement and Industry Trends Report. For businesses, usernames could make customer communication smoother. A customer may be more comfortable messaging a business username than saving a phone number or exposing their own number at the first interaction.

For creators, businesses and organizations, WhatsApp is also allowing eligible users to claim existing Instagram or Facebook usernames where available. This supports cross-platform consistency across Meta’s ecosystem.

What Users Gain From WhatsApp Usernames

1. Better Privacy in New Conversations

The biggest user benefit is privacy.

A username gives people another way to connect without exposing their phone number at the first point of contact. This matters in online communities, WhatsApp groups, professional networking, events, customer enquiries, training sessions and marketplace interactions.

For example, a trainer can share a WhatsApp username after a workshop instead of sharing a personal number. A freelancer can receive enquiries without exposing their direct line. A student can connect with classmates without giving out a number to everyone in a group.

This does not remove phone numbers from WhatsApp completely, but it reduces unnecessary exposure.

2. Safer Public Sharing

Many people already share WhatsApp numbers on posters, social media bios, websites, event pages, campaign material and business profiles.

That creates risk. A phone number can be copied, saved, added to spam lists, or used outside the original purpose.

A username is safer to share publicly because it is less tied to a person’s full real-world identity. This is especially useful for creators, small business owners, consultants, trainers, journalists, public-facing professionals and anyone who receives enquiries from people they do not know personally.

3. More Control Over Who Can Reach You

The optional username key is one of the most important parts of the update.

Without it, someone who knows your exact username may be able to message you. With a username key, your username alone may not be enough. The person may also need the key before they can reach you.

This gives users more control, especially when a username is shared publicly or circulates beyond the intended audience.

4. Reduced Phone Number Harvesting

WhatsApp usernames will not end spam, but they can reduce one common problem: phone number harvesting.

Today, once your number is visible in a group, poster, directory or public page, it can be copied and reused. With usernames, users can create a contact layer that does not immediately expose the number behind the account.

Scammers will adapt, but WhatsApp is removing one of the easiest ways bad actors collect personal contact details.

What Businesses and Creators Gain

1. Stronger Brand Identity

For businesses, usernames make WhatsApp more brandable.

A handle is easier to remember than a long phone number. It can be placed on websites, social media bios, ads, posters, packaging, email signatures, influencer campaigns, newsletters and customer support material.

Instead of saying “save this number,” a business can say “message us on WhatsApp at @brandname.”

That sounds simple, but it matters. Easy contact points reduce friction. In digital marketing, reduced friction can increase enquiries, conversions and customer engagement.

2. Easier Customer Entry Points

Many customers are comfortable using WhatsApp, but not everyone wants to expose their phone number to every business they interact with.

Usernames may reduce that hesitation. A customer can start a conversation with a business without feeling like they have given away too much personal information too early.

This could make WhatsApp even stronger for lead generation, bookings, product enquiries, customer service, after-sales support and social commerce.

3. Cross-Platform Consistency

A consistent handle across Instagram, Facebook, WhatsApp, LinkedIn, TikTok, X and a website domain helps customers identify the right brand. This is important because impersonation is already a major online problem. If a brand uses one name on Instagram, another on Facebook, another on WhatsApp and another on X, customers can easily get confused.

WhatsApp usernames could become part of official brand identity. For some organizations, the WhatsApp handle may soon become as important as the website domain, Instagram username or verified page.

4. Better Professional Boundaries

For founders, consultants, creators, trainers, sales teams and customer service staff, usernames can help separate personal numbers from professional communication. Many people currently use their personal phone numbers for work because WhatsApp is convenient. Over time, usernames could give professionals a cleaner way to manage public contact without exposing private numbers everywhere.

This is useful for SMEs, consultants, agencies, schools, churches, public offices, community groups and service-based businesses that already depend on WhatsApp for communication.

5. New Customer Identity Systems

There is also a technical side that businesses must not ignore.

For businesses using WhatsApp integrations, usernames affect how customers are identified in backend systems. Twilio says WhatsApp usernames introduce a Business Scoped User ID, or BSUID. When a user adopts a username, their phone number may no longer appear in some webhook payloads. Instead, the business may receive the BSUID in fields such as ExternalUserId.

This matters for businesses using CRMs, WhatsApp Business API integrations, chatbots, automation tools, helpdesks and reporting dashboards.

The simple version is this: businesses should not assume every WhatsApp customer identifier will always be a phone number. Systems may need to handle phone numbers, usernames and business-scoped IDs.

The Downsides and Risks of WhatsApp Usernames

1. User Confusion

WhatsApp’s biggest strength has always been simplicity.

You have someone’s number, you message them. That is easy to understand.

Usernames introduce another layer. Some users may not immediately understand the difference between a phone number, display name, profile name, username and username key.

This may create confusion, especially during a gradual rollout where some users have the feature and others do not.

2. Phone Numbers Are Still Required

Usernames are not a complete replacement for phone numbers.

WhatsApp users will still need a phone number to register. The feature improves privacy in some new conversations, but it does not remove the phone number from WhatsApp’s core account structure. Reuters also reported that WhatsApp said the feature was not yet live and would roll out slowly later in 2026, with phone numbers still required for registration.

This distinction matters. A username protects how you are contacted in some situations. It does not make WhatsApp completely phone-number-free.

3. Impersonation Risk

Any platform that introduces unique handles also creates competition for names. Public figures, businesses, government agencies, media houses, schools, banks, creators and organizations will need to secure official usernames early. If they do not, someone else may claim a confusingly similar name. WhatsApp has said some high-profile names, including those linked to celebrities and politicians, have already been reserved to prevent others from claiming them.

That is useful, but it does not remove the risk completely. Impersonators can still use misspellings, extra dots, underscores, abbreviations or lookalike names.

4. Username Squatting

Username reservation creates a digital land-grab moment. We are already seeing conversations online where some Kenyan users have posted about securing names linked to prominent people, while others have joked about taking up handles associated with brands. At first, it may look like harmless online banter. But it points to a real brand and reputation risk.

Usernames are digital real estate. Once people understand that a WhatsApp handle can represent a person, company, media house, public office, school, bank or creator, the race for recognizable names becomes serious.

5. Brand and Reputation Risk

For brands, the risk is not only losing a preferred username. The bigger concern is customer confusion and impersonation. A fake or confusing WhatsApp username could be used to pose as a bank, delivery company, school, government office, media brand, ecommerce store or customer care desk.That could lead to scams, fake payment instructions, personal data collection, phishing or reputational damage.

This is particularly important in markets where WhatsApp is deeply embedded in daily communication. If someone imitates a trusted name, the damage can move quickly through private chats, screenshots and groups.

6. Regulatory Concerns

The rollout has already attracted regulatory attention. Reuters reported that India asked WhatsApp to halt the username rollout in the country until consultations are complete. According to Reuters, Indian authorities raised concerns that the feature could increase online fraud, phishing and impersonation because bad actors could contact victims without revealing phone numbers. India is WhatsApp’s biggest market, with more than 500 million users. That concern is not limited to India. Any country dealing with mobile scams, phishing, fake customer support accounts and online fraud will be watching this feature closely.

The tension is clear. Users want privacy. Regulators want traceability and accountability. WhatsApp will have to prove that the feature can protect both.

7. Scammers Will Adapt

Scammers follow user behaviour. If usernames become common, fraud tactics will shift. We may see fake bank support handles, fake government service handles, fake school accounts, fake delivery support handles, fake customer care accounts and fake creator accounts. This is why businesses will need to educate customers clearly.

Just as brands tell customers not to send money to unofficial numbers, they will need to tell customers which WhatsApp username is official.

How WhatsApp Usernames Will Shape Digital Marketing

1. Messaging Will Become More Central to Customer Journeys

Social media feeds are crowded. Posts move fast. Ads are becoming more expensive. Algorithms keep changing. Messaging is different because it creates direct customer relationships. WhatsApp already plays this role for many businesses. Usernames could make the platform even more useful because customers may feel safer starting conversations without exposing their phone numbers immediately.

For marketers, this means WhatsApp should not be treated as an afterthought. It should be part of the customer journey, from awareness to enquiry, conversion, support and retention.

2. Handles Will Become Trust Signals

A WhatsApp username may soon become part of a brand’s trust infrastructure.

Customers will ask: Is this the real handle? Is this the official account? Is this the same name used on Instagram, Facebook, LinkedIn or the company website?

That means brand monitoring will need to go beyond social media pages. Businesses will also need to watch for username squatting, impersonation attempts, fake support accounts and confusing variations.

3. Brand Protection Will Become More Urgent

Many organizations are reactive when it comes to digital identity. They wait until there is a fake account, scam page or public complaint before acting. WhatsApp usernames should change that mindset. Brands should reserve official handles early, communicate them clearly and monitor lookalike names. This is especially important for banks, schools, media houses, public institutions, ecommerce brands, hospitals, churches, political actors and service businesses.

4. Customer Data Systems Will Need to Evolve

For businesses using WhatsApp at scale, customer identity will become more complex. It will no longer be enough to think only in terms of phone numbers. Businesses may need to track usernames, phone numbers, BSUIDs, CRM records, consent, customer history and support interactions.

This is especially important for brands using WhatsApp Business API, chatbots, CRMs, automated responses, lead management systems and customer support dashboards.

5. Content and Conversion Strategies Will Change

When brands promote WhatsApp usernames, calls to action will become simpler. Instead of asking users to save a number, click a long link or fill a form, brands can direct them to a memorable WhatsApp handle. This could improve conversion in campaigns, especially for service businesses, ecommerce, events, education, training, real estate, health services and customer support.

For example:

“Message @brandname on WhatsApp to book a consultation.”

“Need help choosing the right package? Chat with us on WhatsApp at @brandname.”

“Join the class updates through our official WhatsApp username @brandname.”

This creates a cleaner bridge between social media content and private customer conversations.

What Businesses Should Do Now

1. Reserve Your Official Username Early

Businesses, creators, public institutions, media houses, schools, banks, agencies and high-profile individuals should reserve their preferred WhatsApp usernames as soon as the feature becomes available.Where possible, the username should match existing handles on Instagram, Facebook, LinkedIn, TikTok, X and the brand’s website domain.

This is not a small admin task. It is brand protection.

2. Audit Your WhatsApp Presence

Organizations should check how they currently use WhatsApp. For instance, do you use one number or multiple numbers? Do you use the WhatsApp Business App or WhatsApp Business Platform? Do you have CRM integrations, bots, customer support tools or automation workflows? Or do customers know which number is official? This audit will help businesses prepare for usernames and avoid confusion later.

3. Update Customer Communication

Once your username is active, communicate it clearly. Add it to your website, social media bios, customer service scripts, email signatures, posters, packaging, ads, booking pages, newsletters and support materials. Do not assume customers will automatically know your official handle.

4. Train Customer-Facing Teams

Sales, marketing, community and customer support teams should understand how WhatsApp usernames work. They should know what customers will see, how to explain the feature, how to handle confusion, and how to report fake accounts or suspicious activity. This is especially important for businesses that deal with payments, personal data, bookings, deliveries or sensitive customer information.

5. Monitor Impersonation

Brands should monitor for fake or confusing variations of their names. This is important for banks, schools, media houses, public institutions, creators, agencies, e-commerce brands, hospitals, churches, political actors and service businesses.

A fake handle can damage trust quickly, especially on a platform where conversations are private and screenshots can move fast.

6. Prepare Your Systems

Businesses using WhatsApp APIs, CRM systems, chatbots or helpdesk tools should check whether their systems are ready for BSUIDs and username-based interactions.

If your system assumes every WhatsApp customer must be identified by a phone number, this is the time to review that setup.

What This Means for Brands in Kenya

For Kenyan businesses, this update matters because WhatsApp is already deeply woven into how customers communicate. People use WhatsApp for customer care, product enquiries, school updates, chama coordination, church groups, delivery communication, event planning, community mobilization and business transactions.

That makes WhatsApp usernames more than a privacy update. They are likely to influence how Kenyan brands manage visibility, trust, customer conversations and reputation. A business that secures a clear WhatsApp username early will have an advantage. It will be easier to promote, easier to remember and easier to verify.

A business that waits may face confusion, missed usernames or impersonation risks.

Final Thoughts

WhatsApp usernames are not just another app update.

They represent a shift in how people and businesses connect on one of the world’s most important communication platforms. The phone number will still matter, but it will no longer be the only way to start a conversation.

For users, this means more privacy and control, while for businesses, it means stronger branding, smoother customer entry points and a need to protect official handles.

On the other hand, for marketers, it means WhatsApp should be treated as part of the customer journey, not just a chat app. For scammers, it creates new tactics, which means brands and users must stay alert.

Meta is trying to solve a real user problem without turning WhatsApp into a public social network. Whether it succeeds will depend on how well the rollout handles safety, impersonation, user education and business readiness.

For now, one thing is clear: WhatsApp identity is changing.

Any brand, creator, public institution or marketer that uses WhatsApp should start preparing early. At Samodigital Agency, our advice is simple: secure your brand identity, update your customer communication, monitor for impersonation, and make WhatsApp part of a wider digital marketing and customer experience strategy. The next phase of digital marketing will not only happen on public feeds. It will also happen in private conversations, trusted handles and direct customer relationships.

Is SEO Dead or Evolving in 2026? How AI, AEO and GEO Are Changing Search

Is SEO Dead or Evolving in 2026?

 

Every few years, someone declares SEO dead.  This happened when social media grew. It happened when voice search became popular. It happened when Google introduced featured snippets. Again, it is happening because of AI Overviews, ChatGPT, Gemini, Perplexity and other answer engines.

But SEO is not dead. What is dying is the narrow version of SEO that depended on keyword stuffing, thin blog posts, weak backlinks and chasing page-one rankings without understanding user intent.

SEO in 2026 is no longer just about appearing in blue links. It is about being discoverable, trusted, cited and chosen across search engines, AI answers, social search, voice search, local search and generative discovery.

The real question is not whether SEO is dead. The better question is whether your SEO strategy has evolved enough to match how people now search.

Search Behaviour Has Changed

SEO in the age of AI has changed. People are no longer searching only with short phrases such as “SEO agency Nairobi” or “best PR firm Kampala”. They are asking full questions, comparing options, using voice, searching on TikTok and YouTube, and expecting summarized answers.

For instance, a user might ask, “Which digital agency is best for SMEs in Kenya and why?” or “How can a PR team measure online reputation after a crisis?” These are no longer simple keyword searches. They are intent-rich questions.

Search systems are now trying to understand context, meaning, credibility and usefulness. This is why the old SEO playbook is not enough. Ranking for a keyword still matters, but it is no longer the full game.

Your content must answer real questions, show expertise, prove authority and be structured well enough for search engines and AI systems to understand it.

Why SEO Is Still Important in the Age of AI

Google itself has been clear that SEO best practices remain relevant for AI features such as AI Overviews and AI Mode. Google says its generative AI features are rooted in its core Search ranking and quality systems.

In simple terms, if your website cannot be crawled, indexed, understood and trusted by Google, it is unlikely to perform well in AI-driven search experiences.

That is an important correction to the noise around “AI SEO hacks”. You do not need to abandon SEO. You need to strengthen it.

• Technical SEO Still Matters

Your website must be fast, mobile-friendly, secure and crawlable. A slow, broken or poorly structured website will struggle to rank, even when the content is useful.

Search engines need to access your pages, understand your structure and index your content correctly. Without that foundation, your visibility is already weak.

• On-Page SEO Still Matters

Your titles, headings, internal links, images, schema, meta descriptions and page structure still help search engines understand your content.

Good on-page SEO is no longer about forcing keywords into every paragraph. It is about helping both humans and search engines understand what the page is about, who it serves and why it is useful.

• Off-Page SEO Still Matters

Credible backlinks, media mentions, reviews, social references and brand mentions still shape authority. In the AI era, reputation across the open web matters even more because AI systems rely on trusted signals when deciding what to retrieve, summarize or cite.

The Evolution: From SEO to AEO and GEO

Modern visibility now has three connected layers: SEO, AEO and GEO. These three are not competing ideas. They work together.

SEO: Getting Discovered in Search Results

SEO, or Search Engine Optimization, is the foundation. It helps search engines discover, crawl, index and rank your website.

It includes technical SEO, on-page SEO, off-page SEO, local SEO, image SEO and video SEO. Without SEO, your website is harder to find and harder for search engines to understand.

AEO: Getting Selected as the Direct Answer

AEO, or Answer Engine Optimization, is about making your content easy to select as a direct answer.

This matters because users increasingly get answers without clicking through several websites. AEO focuses on question-led headings, concise explanations, FAQs, structured content, featured snippets, voice search and People Also Ask results.

For example, a weak paragraph might say:

“Our organization offers many services designed to improve digital presence.”

A stronger AEO-style answer would say:

“A digital marketing agency helps businesses attract, convert and retain customers online through SEO, paid ads, social media, content marketing, analytics and conversion optimization.”

The second version is clearer, more specific and easier for a search system to use as an answer.

What is GEO: Getting Cited by AI Answer Systems

GEO, or Generative Engine Optimization, is about making your brand, expertise or content more likely to be retrieved, trusted, synthesized and cited by AI answer systems. GEO matters because AI tools do not always show users a traditional list of links. They summarize information and cite selected sources. To be cited, your content needs to be credible, current, original and easy to interpret.

Why AEO and GEO Do Not Replace SEO

The mistake many brands are making is treating AEO and GEO as replacements for SEO. They are not replacements. They are layers on top of SEO.

You cannot win in generative discovery if your basic website structure, content quality and authority signals are weak.

SEO in the Age of AI: What Has Changed?

AI has changed search in several important ways. These shifts explain why marketers, communicators, PR professionals and organizations need to rethink how they approach search visibility.

• Users Are Asking Longer and More Complex Questions

Instead of searching “media monitoring tools”, a user may now ask, “What is the best media monitoring tool for PR teams in Kenya tracking brand sentiment across social media and news?”

That kind of query needs more than a keyword-matched page. It needs a useful, contextual and credible answer.

• Zero-Click Search Is Growing

Many users now get answers directly on the search results page. They may see a featured snippet, People Also Ask result, knowledge panel or AI-generated summary before clicking any website.

This means brands must measure visibility differently. A click is still valuable, but visibility, mentions, snippets and citations also matter.

• Search Is Becoming Multimodal

People now search using text, images, video, screenshots and voice. This makes image SEO, video SEO and structured visual content more important.

A brand that only optimizes written articles is missing part of the search opportunity.

• Authority Is Becoming Harder to Fake

AI systems and search engines need trusted sources. Clear authorship, expert credentials, original data, case studies, reviews, reputable mentions and consistent brand information now matter more.

Generic content is easy to produce. Trusted content is harder to build. That is where serious brands can win.

• AI Search Uses Query Fan-Out

AI search can break one user question into several related searches before generating an answer. This means your content must cover topics deeply, not just target one narrow keyword.

If your website has one shallow blog post on a topic, that is not enough. You need depth, related pages, evidence, examples and a clear point of view.

How to Do SEO in the Age of AI

SEO in 2026 needs a stronger operating rhythm. It is not a one-off website task. It sits at the intersection of content, communications, product, analytics and leadership.

1. Start With the SEO Basics

Many brands want to jump into GEO before fixing the foundation. That is a mistake.

Check whether your website is indexed. Use Google Search Console. Fix crawl errors. Improve page speed. Make sure your site works well on mobile. Use HTTPS. Remove broken links. Update old pages.

A technically weak website loses visibility even when the content is good.

2. Build Content Around Intent, Not Just Keywords

Keywords still matter, but they should guide your understanding of what people want.

For every important topic, ask:

• What does the user want to know?
• What decision are they trying to make?
• What fear, confusion or problem are they bringing to search?
• What answer would actually help them?

A page that answers intent will outperform a page that simply repeats keywords.

3. Create Answer-Ready Content for AEO

Use question-based H2 and H3 headings. Give a direct answer immediately after the heading before expanding. Add FAQs to service pages. Use tables where comparison is needed. Use numbered steps for how-to content.

Write in a natural style that can be read aloud for voice search. This is how you build for Answer Engine Optimization.

4. Create Original, Expert-Led Content for GEO

AI can summarize generic content easily. It cannot replace your real experience, data, local insight, client work, industry observations or case studies.

In East Africa especially, there is still a major gap in credible local content. This is an opportunity for consultants, agencies, universities, public sector organizations, NGOs and brands to own their niche through original explainers, research reports, local examples and expert commentary.

If you want AI systems to cite you, publish content worth citing.

5. Strengthen Your Entity Signals

Search engines and AI systems need to understand who you are, what you do, where you operate and why you should be trusted.

Keep your organization name, address, phone number, service descriptions and profiles consistent across your website, Google Business Profile, LinkedIn, media mentions, directories and partner pages.

Add author bios. Show credentials. Link to credible sources. Publish an About page that actually explains your expertise.

6. Use Structured Data, But Do Not Obsess Over It

Schema can help search engines understand your content and qualify your pages for rich results.

Use the FAQ schema, Article schema, LocalBusiness schema, Product schema or HowTo schema where relevant. But schema is not a shortcut for weak content. It supports clarity; it does not create authority by itself.

7. Build Topic Clusters

One blog post is rarely enough to prove authority.

If you want to rank and be cited for digital marketing, PR measurement, media monitoring, social listening or AI search, build a cluster of related pages.

Create pillar guides, practical how-to articles, FAQs, case studies, glossary pages, comparison pages and industry insights. Search engines and AI systems reward depth, consistency and topical authority.

8. Do Not Ignore Local SEO

For businesses in Kenya and East Africa, local visibility is still powerful.

Claim and optimize your Google Business Profile. Keep your name, address, and Phone number consistent. Encourage reviews. Respond to reviews. Add local service pages. Use natural location references such as Nairobi, Kenya, Kampala, Dar es Salaam or Mombasa where relevant.

Local SEO is especially important for agencies, consultants, training institutions, restaurants, health facilities, public services, real estate firms and professional service businesses.

9. Optimize for Images, Video and Social Search

Search is no longer limited to Google’s traditional results page. Users search on YouTube, TikTok, Instagram, LinkedIn, Pinterest and AI tools.

Use descriptive file names, alt text, captions, transcripts and clear titles for images and videos. Repurpose strong articles into carousels, short videos, explainers and LinkedIn posts. This improves discoverability across platforms where audiences are already searching.

10. Measure Beyond Rankings

In 2026, SEO reporting should not stop at keyword rankings.

Track organic traffic, impressions, click-through rate, indexed pages, Core Web Vitals, backlinks, featured snippet ownership, People Also Ask visibility, local pack appearances, branded search growth, AI Overview appearances, AI citations and conversions.

The master metric is visibility share: how often your brand appears across traditional search, answer engines and AI-generated responses for the conversations that matter in your sector.

What This Means for Brands and Organizations

The brands that will win search in 2026 are not the ones producing the most content. They are the ones producing the most useful, credible and findable content.

Organizations need to stop treating SEO as a technical task left to one person after the website is built. SEO now affects brand reputation, thought leadership, customer acquisition, public communication and digital trust.

• A public institution should ask: are citizens finding accurate answers from us or from third-party summaries?
• A PR team should ask: when people search our brand during a crisis, what do they find first?
• A university should ask: are prospective students finding clear programme pages, credible faculty profiles and useful application information?
• A business should ask: when AI tools recommend service providers in our sector, are we visible or invisible?
• These are no longer small questions. They are visibility, reputation and revenue questions.

So, Is SEO Dead?

To conclude, No. SEO is not dead. It is becoming more strategic, more technical, more content-led and more reputation-driven.

What is dead is lazy SEO. Publishing generic articles, adding keywords mechanically, buying weak backlinks and hoping Google will reward you is no longer a serious strategy. The brands that will win in 2026 are the ones that understand how people search, how AI systems retrieve information, and how trust is built across the open web.

SEO has evolved from ranking pages to earning visibility. AEO helps you become the answer. GEO helps you become the cited source. But SEO remains the foundation that makes both possible.

If Google, ChatGPT or Gemini introduced your organization to a stranger today, would you be proud, worried, shocked or invisible?

That is the real SEO audit for 2026.

Contact us for SEO and Website Optimization services at info@samodigitalagency.com

AI Slop in Marketing Isn’t Failure: Ketepa, NTSA, and the Messy Middle

TLDR: AI-generated marketing can misfire — or create what’s called AI slop. Ketepa Tea, NTSA, and Coca-Cola show how public feedback and iteration turn AI missteps into stronger campaigns.

February is the month of love,  a season when brands lean heavily into emotion, gifting, and cultural moments. This year in Kenya, however, Valentine’s conversations went beyond flowers and chocolates. The Central Bank of Kenya cautioned against the misuse of banknotes amid the growing trend of money bouquets, highlighting how cultural moments, regulations, and public behavior intersect.

Against this backdrop, brands and public institutions turned to AI-generated images to participate in the moment. Ketepa Tea shared an AI-generated image of tea sachets arranged as a bouquet, prompting criticism around tone, timing, and authenticity. 

Around the same time, the National Transport and Safety Authority (NTSA) faced backlash after publishing an AI-generated #UsalamaBarabarani image that appeared to contradict its own road safety message. In both cases, audiences quickly identified the gaps and voiced their feedback.

These moments sparked a broader conversation about AI-generated images and videos in marketing and the growing phenomenon often referred to as AI slop. More than isolated missteps, they reveal how brands are learning to use AI in public — navigating feedback, iterating in real time, and refining their approach as audiences become more AI-aware.

What is AI slop in Marketing?

AI slop refers to low-quality, obviously AI-generated content that fails authenticity tests and lacks the human oversight necessary for quality marketing. It is characterized by visual tells like distorted hands, impossible physics, nonsensical text, and, perhaps most critically, missing cultural context that make content resonate.

AI slop is not simply “bad content.” It often results from:

• Over-reliance on AI tools
• Weak or rushed prompting
• Limited human oversight
• Speed prioritized over strategy

Crucially, AI slop reflects process gaps, not proof that AI itself does not work. Many of these outputs are not failures, but early-stage experiments published too quickly.

 But here’s what makes AI slop particularly problematic in 2025: today’s consumers are AI-literate. They can spot it instantly, and they expect better.

Why AI Slop Happens, Especially With Images and Video

AI slop is most visible in visual marketing for several reasons.

First, AI lacks lived context. Generative tools do not understand cultural nuance, regulation, emotion, or local realities. They work from patterns, not experience. Without human review, inconsistencies slip through.

Second, AI accelerates execution faster than judgment. What once took days of creative review can now be produced in minutes. When thinking does not keep pace with production, mistakes become public.

Third, visual content leaves no room for explanation. Audiences interpret images instantly. A single contradiction can undermine an entire message.

A Global Example: Coca-Cola’s Christmas Controversy and AI-Generated Creativity

In 2024 and 2025, Coca-Cola attempted to recreate its iconic “Holidays Are Coming” Christmas campaign using AI generation. The result? A soulless recreation that lost all the warmth and nostalgia of the beloved hand-crafted original. Visible AI artifacts and uncanny valley effects prompted hashtags like #BoycottCokeAI to trend. The message from consumers was clear: when you’re a heritage brand built on emotion, AI cost-cutting feels like betrayal.

Kenyan Case Study: NTSA and the #UsalamaBarabarani Campaign

Kenya’s National Transport and Safety Authority’s campaign  #Safewalking #UsalamaBarabarani (Road Safety) campaign, advocating for zebra crossing usage, offers a clear example of contextual misalignment. 

One of their AI-generated image shared on social media showed both a zebra crossing and a footbridge in the same frame. The public response was immediate: “Why would anyone use a ground-level crossing when there’s a safer footbridge option?” The image undermined the entire safety message, demonstrating AI’s inability to understand contextual logic. 

NTSA deleted the post, but the damage to credibility was done. Here is the next post they shared on X.

Every minute saved is not worth a life lost.
Use the footbridge, it’s there to protect you.
#SafeWalking #UsalamaBarabarani pic.twitter.com/NBsFRiLWW3

— NTSA KENYA (@ntsa_kenya) February 4, 2026

Ketepa Tea: Turning AI Backlash Into Iteration

Unlike the others, Ketepa’s response became a masterclass in crisis management. Ketepa Tea’s response stands out as a positive example of how brands can move forward after criticism.

After backlash over its AI-generated sachet bouquet, Ketepa did not defend the output or disengage. Instead, the brand listened. Here is the post that received a lot of criticism online.

Ketepa wishes to remind the public that section 1 of the Love Languages Code – aka the gifting of Ketepa Tea bags in decorative and romantic bouquet displays during this month of love is an enshrined freedom that all Kenyans across all walks can engage in without fear of… pic.twitter.com/c6rmS4ZGgb

— Kenya Tea Packers (@KetepaLtd) February 3, 2026

 

Kenya Tea Packers followed up with a new post featuring real flowers, real tea sachets, and a human presence, accompanied by the message “From AI to real tea.”

Ilibidi tutea.

Ketepa Tea Bouquet iko official,
romantic, inabrew love live.
Mapenzi ni vitendo… na tea ni lugha yetu.#KetepaTeaBouquet#ChaiNiKetepa#BrewLove pic.twitter.com/bbdehAiMOD

— Kenya Tea Packers (@KetepaLtd) February 6, 2026

This shift mattered. It showed responsiveness, humility, and an understanding that AI should support storytelling, not replace human connection.

The Messy Middle of AI in Marketing

These examples illustrate what can be described as the messy middle, the phase between experimentation and mastery.

Marketing has always evolved this way. Early social media content was awkward. Early mobile ads were intrusive. AI is no different. The difference today is visibility. AI compresses timelines and exposes learning curves publicly.

The case of Coca-Cola, Ketepa Tea, and NTSA, among others, who have boldly shared their AI-generated campaigns are example of brands that are no longer iterating behind closed doors. They are doing so in real time, with audiences actively participating in the feedback loop.

They proved that listening and adapting create more trust than getting it perfect the first time.

Each public failure trains marketers on what doesn’t work. Failed examples become case studies that refine our collective understanding of AI’s appropriate use. Community feedback improves prompt engineering industry-wide. The messy middle isn’t where brands get stuck; it’s where they build the institutional knowledge that leads to mastery.

Today’s Awakened Consumer

What makes 2026 different from even two or three years ago is audience sophistication. Some consumers can increasingly spot AI-generated content through visual tells, tonal genericness, and logical inconsistencies. More importantly, they expect better. The sentiment  you see on social media isn’t “don’t use AI”, it’s “if you’re using AI, at least make it good.”

This creates what is known as the authenticity paradox: brands must use AI for efficiency and creativity, yet audiences crave human connection and genuineness. The solution is not choosing between AI and authenticity. It needs brands to use AI as a tool while keeping humans as decision-makers.

Moving From AI Slop to AI-Smart Marketing

The difference between AI slop and AI success comes down to process. Successful AI marketing follows this framework:

• Generate multiple versions using AI for speed and scale. 
• Review through multi-stakeholder quality checks that include cultural consultants and brand guardians. Refine based on expert input and cultural context. 
• Test with small audience segments before full rollout. Approve only after final human sign-off confirming brand alignment. 
•  Monitor real-time sentiment post-publication. Iterate continuously based on learnings.

The critical element? Human oversight at every stage. AI should accelerate creativity, not replace judgment.

Brands must also build internal AI governance: documented learnings, prompt libraries with proven results, brand-specific guidelines, and team training on AI literacy. Quality thresholds should be established before generation begins, not after problems arise.

Conclusion

AI slop is not the end state of AI in marketing. It is a transitional phase that reflects experimentation, learning, and adjustment.

What defines strong brands is not the absence of mistakes, but how they respond. Brands that listen, iterate, and humanize their use of AI will build stronger trust and more resilient connections with their audiences.

In marketing, progress has never been perfectly polished. With AI, the learning just happens in public and when handled well, that visibility can become a strength rather than a weakness.

How to Run Effective Facebook and Instagram Ad Campaigns: A Step-by-Step Guide

How to Run campaigns on Facebook and Instagram?

I am sure you have come across sponsored posts on Instagram or Facebook, and you are wondering how you can run ads for your business, organization or personal brand.

Well, Meta’s advertising platform, which includes both Facebook and Instagram, provides businesses with an unparalleled opportunity to reach and engage their target audience. However, running successful campaigns requires a strategic approach, precise targeting, and continuous optimization.

This guide walks you through the essential steps on how to run campaigns on Facebook and Instagram.

1. Set Up Meta Business Manager

Before launching your ads, the first step is to set up Meta Business Manager, a centralized platform that allows businesses to manage ad accounts, pages, and permissions. Start by creating a Meta Business Manager account. This tool helps you manage your Facebook Pages, Instagram account, ad accounts, and team roles—all from one place.

Here’s what to do:

• Link your Facebook and Instagram pages.
• Add or create your ad account.
• Assign access to team members.
• Add your preferred payment method under Billing.

A proper setup avoids interruptions and keeps your campaigns organized.

2. Choose the Right Campaign Objective

Meta offers a range of advertising objectives designed to align with specific business goals. Selecting the right objective is crucial, as it dictates how the platform optimizes ad delivery. 

Businesses looking to increase brand awareness should opt for the reach or brand Awareness objectives, while those seeking engagement and website traffic should choose Traffic or Engagement objectives. You can read more on How to choose the right ad objective in Meta Ads Manager

For direct sales and lead generation, Conversion-based objectives work best. Meta Ads Manager offers a variety of objectives based on your marketing goal. Your selected objective tells Meta how to optimize your campaign.

Choose from:

• Awareness: Reach, Brand Awareness
• Consideration: Traffic, Engagement, Video Views, Messages
• Conversions: Leads, Sales, Website Purchases

 Example: Want more sign-ups? Choose “Leads.” Promoting a blog post? Go with “Traffic.”

3. Implementing Meta Pixel for Tracking

One of the most powerful tools available to advertisers is the Meta Pixel, a piece of code that tracks user interactions on your website. To install the Pixel, navigate to the Events Manager. 

If you have a website, the Meta Pixel is essential. It’s a tracking tool that helps you measure performance and retarget users who visit your site.

To install the Pixel:

1. Go to Events Manager.
2. Click “Connect Data Sources” → Web → Meta Pixel.
3. Name your Pixel and copy the code.
4. Paste it into your site’s <head> section—or use integrations like Shopify or WordPress.

This enables better ad optimization and conversion tracking.

Platforms like Shopify and WooCommerce offer built-in integrations for easy setup. The Pixel enables businesses to track conversions, retarget visitors, and gather valuable insights into audience behavior. Ensuring proper Pixel setup allows for more accurate performance measurement and improved ad optimization.

4. Target the Right Audience

Reaching the right people is key to maximizing return on investment. Meta’s advertising platform offers robust targeting options, including Custom Audiences, Lookalike Audiences, and Detailed Targeting. Custom Audiences allow businesses to retarget website visitors, upload customer email lists, and engage with users who have interacted with their content.

Lookalike Audiences enable businesses to reach new potential customers who share characteristics with existing customers. Detailed Targeting refines audience selection based on demographics, interests, and behaviors, helping businesses connect with those most likely to convert.

5. Select Ad Placements for Maximum Impact

Meta provides multiple placement options, including Facebook Feed, Instagram Stories, and the Audience Network. Beginners may benefit from Automatic Placements, which let Meta optimize ad delivery across different platforms. 

However, Manual Placements allow advertisers to tailor their strategy by selecting specific placements that align with their goals. 

Instagram Stories work best with engaging vertical videos, while carousel ads in the Facebook Feed are effective for showcasing multiple products. Choosing the right placement ensures better engagement and improved performance.

6. Craft Engaging Ad Creatives and Copy

Compelling visuals and persuasive copy are at the heart of successful ad campaigns. High-quality images and videos that are optimized for mobile viewing perform best. When using video ads, it’s essential to capture attention within the first few seconds and include captions for viewers who watch without sound. 

Copy should focus on the benefits of the product or service, use clear and concise language, and include a strong call-to-action (CTA) such as “Shop Now” or “Sign Up.” Running A/B tests on different creatives and headlines helps determine what resonates most with the audience.

6 Tips for winning ad creatives:

1. High-Quality Visuals: Use sharp, clear, and high-resolution images or videos.
2. Grab Attention Quickly: Hook your audience in the first 3 seconds and include captions.
3. Keep it Short: Keep copy short, benefit-focused, and action-oriented.
4. Include Strong CTA: Include a strong CTA (e.g., “Shop Now,” “Book Today”).
5. Incorporate Branding Subtly: Include your logo and brand colors clearly but without overwhelming the creative.
6. Test Different Copy Variations: Experiment with different headlines, primary text, and descriptions.

7. Set Up a Budget and Bidding Strategy

How do you want to spend on your ads? Budgeting plays a crucial role in campaign success. You can choose between a daily budget, which sets a consistent daily spend, or a lifetime budget, which allocates a total spend over a fixed campaign duration. 

Meta’s bidding strategies include Lowest Cost, Cost Cap, and Bid Cap, each serving different objectives. If you are new to paid advertising, starting with a small budget allows for testing and optimization before scaling up. Analyzing performance metrics helps determine where to allocate more budget for the best results.

8. Monitor, Analyze, and Optimize Performance

Once your ad is live, go back regularly to track its performance in Meta Ads Manager.

Key metrics to monitor:

• CTR (Click-Through Rate)
• CPC (Cost Per Click)
• Conversions and Leads
• ROAS (Return on Ad Spend)

Always pause underperforming ads, reallocate budget to strong performers, and keep testing new creatives. Meta’s breakdown reports let you dig into which placements, age groups, or devices are working best.

Final Thoughts

Running effective Facebook and Instagram ad campaigns requires a blend of strategic planning, audience targeting, compelling creatives, and continuous optimization. Staying updated with Meta’s evolving ad policies and experimenting with different strategies ensures long-term success. By following these steps, businesses can harness the full potential of social media advertising to drive growth and achieve their marketing objectives.

You can email us via info@samodigialagency.com to book a free strategy call today and we can help you run and set up Meta Ads

 

How TikTok Is Shaping the Future of Music Discovery and Streaming

TikTok has changed the way we discover, engage with, and consume music. What used to take weeks of radio play or curated playlists now happens in seconds on a 15-second video. But beyond the viral dance challenges and catchy hooks, TikTok is evolving, with its “Add to Music App” feature that creates a direct pipeline from viral clip to full-stream playback.

This blog breaks down:

• How TikTok influences music discovery and streaming
• Whether it’s a good platform to promote music
• Its overall impact on the music industry

What is the Add to Music App Feature on TikTok?

In December 2023, TikTok introduced a game-changing feature called the Add to Music feature. The goal? To leap at hearing a 15-second clip on your For You Page to stream the full track on your favorite music app as effortlessly as a tap.

This new feature is available in the U.S. and U.K. (with more countries expected soon), and it’s already transforming how users save and engage with music, while offering artists a powerful new way to convert TikTok virality into real-world streams.

How Does TikTok Influence Music Discovery and Streaming?

TikTok has become a cultural accelerator for music. Its algorithm-driven content serves up sound-backed videos that often lead users to fall in love with a song before they even know the title or artist. Research shows that TikTok users are significantly more likely to both discover and share new music content in the app, while 75% of its users also find new artists via TikTok clips.

Here’s how TikTok drives music discovery and streaming:

• Algorithmic exposure: TikTok surfaces content based on what you engage with, and music plays a big part in that. Trending sounds quickly gain traction and visibility.
• Viral loops: Users create thousands of videos using a trending sound, compounding its reach.
• In-app audio identification: You can tap the song name in a TikTok video and see other content using it, leading to deeper listening.
• Now: “Add to Music App”
  This feature allows users to add a song to Spotify, Apple Music, or Amazon Music directly from TikTok. It eliminates the need to manually search for a song you liked in a video—just tap and it’s in your library.

In short, TikTok isn’t just a music discovery tool anymore—it’s a music streaming funnel.

Is TikTok a Good Place to Promote Music?

Yes, arguably one of the best right now.
Whether you’re an independent artist or a major label, TikTok offers:

• Unmatched reach: A single piece of content can go viral and reach millions without paid promotion.
• Authentic fan engagement: Fans don’t just listen; they create. TikTok encourages interaction through duets, challenges, remixes, and trends.
• Short-form storytelling: Artists can tell the story behind their music, share behind-the-scenes moments, or even test unreleased tracks.

And with the new Add to Music App integration, TikTok now gives musicians a direct path to monetization. If your song gains traction, users can easily save and stream it, turning likes and shares into actual plays.

What Is the Impact of TikTok on the Music Industry?

TikTok has had a seismic impact on how music is made, promoted, and consumed for :

  Artists:

• Launchpad for careers: Many artists, like Lil Nas X, Ice Spice, and PinkPantheress, gained mainstream success after going viral on TikTok.
• Data insights: Artists and labels can use real-time engagement data to decide which songs to release, promote, or even remix.
• More control for independents: You don’t need a record deal to blow up. Creativity and consistency can take you far on TikTok.

The Industry:

• Influencing charts: A viral TikTok song often climbs Billboard and Spotify charts days or weeks later.
• Shaping sound: Artists now create songs with TikTok in mind—short intros, catchy hooks, and strong beats are designed to “hit” within 5–10 seconds.
• New marketing models: Traditional music marketing has shifted toward influencer partnerships, TikTok challenges, and trend-hopping.

Listeners:

• Interactive discovery: Fans feel like they “find” a song before it hits mainstream radio.
• Faster access to music: Features like “Add to Music App” make saving and streaming immediate.

Final Thoughts

TikTok has evolved from a fun video-sharing app to a powerful music ecosystem. It blends discovery, social interaction, and streaming into one seamless experience.

Whether you’re a music lover, an artist, or a marketer, understanding how TikTok influences music—and now powers it—could be the key to unlocking new opportunities in the digital music era.

With tools like “Add to Music App” becoming more visible in the For You Feed, TikTok is no longer just about trends—it’s about what’s next in music.

If Social Media Went Dark Tomorrow Would Your Brand Still Reach People?

Picture this: It’s the launch day for your latest campaign. You’ve been engaging with customers on X, answering queries in real-time and building buzz. Suddenly, at 10 AM, the social media platform you intend to launch campaign goes dark. Your team can’t log in, customers can’t reach you, and your carefully planned campaign stalls. Complaints pile up, and you’re left scrambling with no immediate way to respond.

This isn’t just a hypothetical. It’s what many brands faced during the X outage on May 22, 2025. A data center issue, possibly linked to a fire in Hillsboro, Oregon, knocked out login, signup, notifications, and Premium features for over 24 hours, leaving users and businesses worldwide in the lurch.

 

We’re still experiencing issues from yesterday’s data center outage. Login and signup services are unavailable for some users, and there may be delays in notifications and Premium features.

Our team is working 24/7 to resolve this. Thanks for your patience—updates soon.

— Engineering (@XEng) May 24, 2025

As marketers, creators, and businesses, this raises a crucial question:

What’s your plan when your primary platform goes offline?

If your brand relies on one social platform for:

• Customer service
• Community engagement
• Lead generation
• Product or content updates

…an unexpected outage could mean lost visibility, frustrated customers, and missed opportunities.

For Users:

X is a hub for news, networking, and communication. Outages disrupt these activities, causing frustration and potentially eroding trust, especially with X’s history of technical hiccups.

For Brands:

• Customer Service Disruptions: Brands relying on X for support couldn’t respond to inquiries, risking customer dissatisfaction. For instance, I tried reaching out to my internet service provider via X direct messages who has been reliable with X support but I couldn’t. I had to make a phone call!
• Reputational Risks: Unanswered queries can damage your brand’s image, pushing customers to competitors.
• Lost Engagement: Reduced visibility during outages can hurt marketing campaigns and sales.

What Smart Brands Should Do

1. Diversify Your Channels Don’t rely solely on one platform. Maintain a presence on others like LinkedIn, Facebook, Instagram, TikTok, and YouTube.
2. Invest in Owned Media Build direct lines to your audience through your website, blog, email newsletter, and even SMS or WhatsApp.
3. Use Independent Support Tools Adopt help desks, chatbots, or ticketing systems that aren’t tied to social media.
4. Back Up Customer Data Regularly export important interactions and audience insights from platforms you use.
5. Have a Contingency Plan Monitor platforms, and be ready with messaging alternatives when your go-to platform goes down.
6. Be Transparent: Inform customers promptly about disruptions to maintain trust.

Why avoid relying on one platform?

Depending solely on X can leave you vulnerable to:

• Single Point of Failure: An outage can halt your entire customer service operation.
• Infrastructure Risks: Issues like data center fires or cyberattacks are beyond your control.
• Policy Shifts: Platform changes can disrupt your strategy.
• Customer Frustration: Unreachable support can drive customers away.

Don’t wait for the next outage to rethink your strategy. Diversify your channels and prepare for the unexpected.

Final Thoughts

Social media has transformed how we connect, market, and support our audiences. But as recent outages have shown, platforms can and will go silent without warning. For brands, businesses, and creators, the key lesson is this:

You don’t own your audience on social media—platforms do.

Relying solely on one channel is like building your business on rented land. When the landlord has issues, your access, visibility, and communication can vanish in seconds.

Now is the time to future-proof your digital presence. It is important to diversify your platforms. Strengthen your owned media and have contingency plans. The brands that thrive long-term aren’t just social they’re strategic, resilient, and always ready.

How do you handle platform outages? Share your tips below!

SEO in the Gemini Era: How Google’s AI Updates Impact Search Optimization

At the just concluded Google I/O 2024, Google announced expanded AI features for Google Search. How will this impact search engine optimization? Google has been making changes to Google search to improve how users find information in the search results.

The generative AI has even accelerated the improvement since the introduction of Gemini and the search lab’s search generative experience.

Here are some of the updates coming to Google Search in the Gemini Era

Google Search is introducing a new feature called AI Overviews.

AI overviews are summaries of search results that are designed to give users a quick overview of a topic without them having to click on multiple links. The feature has been tested in Search Labs, and users liked that they could get a quick summary and then links to learn more if they wanted. Google is rolling out AI Overviews to everyone in the US this week and expects to bring them to over a billion people by the end of the year.

Ability to Customize AI Overviews

Google Search will soon let you customize AI Overviews. You’ll be able to choose to simplify the language for easier understanding or get a more detailed breakdown of the topic

Search is getting smarter!

You can now ask complex questions in one go, thanks to a new AI model called Gemini. This means you can include all the details you want in your search, like location, criteria, and comparisons.

Google gives an example “For example, maybe you’re looking for a new yoga or pilates studio, and you want one that’s popular with locals, conveniently located for your commute, and also offers a discount for new members. Soon, with just one search, you’ll be able to ask something like “find the best yoga or pilates studios in Boston and show me details on their intro offers, and walking time from Beacon Hill.”

Plan Ahead!

Search can now help you create meal plans and trip itineraries. You can search for things like “easy 5-day meal plan for a group” and get recipe suggestions. Google says you can even customize the plan by asking for vegetarian options. You can then export the plan to Docs or Gmail. This feature is currently in testing but will be expanded to include other planning categories like parties and workouts.

Get AI-organized Results Pages

They’re introducing AI-organized results pages to help you brainstorm ideas. These pages will use AI to categorize different websites under unique headings, giving you a broader perspective on your search topic. This will be available first for searches related to dining and recipes, with plans to expand to movies, music, and more.

Google Search is getting a video search upgrade!

You’ll soon be able to search using videos. This means you can record a problem, like a malfunctioning record player, and Search will use AI to understand the video and provide solutions with steps and resources. No more struggling to describe the issue with text!

What does this mean for SEO?

The SEO Impact of Generative AI in Google Search

In my view, the question of how generative AI in Google searches will affect search engine optimization (SEO) has been a major concern. Is SEO dead? While the impact is undeniable, I believe SEO will adapt rather than become obsolete.

Firstly, website traffic might be affected. Users may get some answers directly from search results, reducing clicks to websites for basic information.

Secondly, content creators like bloggers and writers will face a challenge in crafting high-quality, relevant content that stands out for AI algorithms. However, Google’s inclusion of recommended articles within the search generative experience suggests that valuable content will still be crucial.

In essence, generative AI offers easier information access for users but presents a challenge for content creation.

What are your thoughts?