Instagram Reels Outperform TikTok for Brand-Owned Video Content; UK Supreme Court Confirms AI Can’t be Named as Patent Inventor

by Aimee Newell Tarín on 21st Dec 2023 in News

On today’s ExchangeWire digest: Instagram Reels Outperform TikTok for Brand-Owned Video Content; UK Supreme Court Confirms AI Can’t be Named as Patent Inventor; AUS Proposed Ban on Gambling Ads Met with Resistance

As we near the end of the year, you might be keen to find out which social media platform has been giving advertisers the best results for brand-owned video content throughout 2023. Instagram is the winner, according to research by Emplifi which analysed videos on Instagram, TikTok and Facebook. Their analysis of thousands of brand-owned social media accounts found that Instagram Reels outperformed all other types of video content, including branded TikTok videos. Through comparing videos of varying lengths on the platforms, they also found that long Instagram Reels (over 90 seconds) generated more than double the number of median video views compared to TikTok videos.

Yesterday in the UK, the supreme court confirmed that AI cannot be named a patent inventor, as “an inventor must be a person” in order to apply for patents under the current law. This follows an attempt by technologist Dr Stephen Thaler to list an AI he created as the inventor for two patents. Thaler maintained that his AI machine had autonomously created a food/drink container and a light beacon which entitled him to rights over the inventions.

Meanwhile in Australia, the government’s proposal to ban all gambling ads is being met with resistance. Gambling companies, broadcasters, sporting codes, as well as global ad tech companies have sought or are in the process of securing meetings with the communications minister to discuss the proposed ban. Some have complained that the ban would lead to an enormous reduction in revenues across the Australian racing industry. The government has asked Google, Facebook, and TikTok to provide an estimate of how much a total ban on gambling ads would cost them.