TikTok Launches TikTok Pro Events for the 2026 World Cup
TikTok is testing a new way to boost engagement within its communities with TikTok Pro Events, an app dedicated to major cultural and sporting events. The pilot program will launch in the United States in time for the 2026 FIFA World Cup.
The app’s main features:
- Interactive challenges and missions for fans
- Exclusive content created by creators on-site
- Access to highlights and conversations surrounding the event
- A rewards system based on stars that can be redeemed for:
- official merchandise;
- TikTok gift cards;
- donations to partner charities.
Why this is interesting for marketers
This initiative reflects a strong trend observed on social media platforms: transforming engagement into a participatory experience. By incorporating gamification and reward mechanisms, TikTok aims to encourage more frequent and meaningful interactions around an event.
For brands, this also highlights the growing importance of creating experiences that go beyond simply consuming content. Users want to participate, interact, and receive some form of recognition for their engagement.
A strategy that raises questions
However, the decision to launch a separate app rather than integrating these features into the main app raises some questions. On the one hand, this approach allows TikTok to offer an experience entirely focused on the event and to test new engagement models. On the other hand, it adds an extra step for users, which could limit adoption.
In any case, TikTok appears to be using the 2026 FIFA World Cup as a testing ground for new ways to connect fans, creators, and brands. If the initiative proves successful, it could influence how social media platforms design their event-based activations in the coming years.
Google launches Search Profiles for creators and publishers
Google is gradually rolling out its new Search Profiles, a feature that allows publishers and content creators to centralize their presence in search results and on Discover.
What Search Profiles Enable
- Bring articles, videos, and social media posts together in one place
- Give users the ability to follow a creator or media outlet directly
- Highlight the latest content on a dedicated page
- Customize your profile with a bio, avatar, website, and social media links
For now, the feature is configured through a dedicated Google portal and is being rolled out gradually in select markets, including the United States. Access is also limited to creators and publishers who already have a significant following on platforms such as YouTube, Instagram, TikTok, or X, based on eligibility criteria set by Google.
Why this is important for marketers
This new feature confirms a broader trend: Google is seeking to better identify and highlight the creators and brands behind the content. Rather than simply displaying web pages, the search engine is placing greater emphasis on the source itself and its relationship with its audience.
For businesses, media outlets, and creators, this represents a new opportunity to boost their visibility within the Google ecosystem while strengthening their brand image across their various content channels.
Meta launches new AI-powered messaging features for businesses
Meta is accelerating its shift toward enterprise AI with the launch of Meta Business Agent, a solution designed to automate and enhance interactions between brands and their customers on Messenger, WhatsApp, and Instagram.
The tool enables businesses to automatically answer customer questions, recommend products, handle simple requests such as scheduling appointments, and support certain stages of the customer journey. It can also be integrated with third-party tools to streamline sales and customer service management.
At the same time, Meta is introducing new AI messaging capabilities aimed at making interactions smoother and more personalized, while helping businesses better qualify and convert leads directly within its apps.
For digital marketers, this development confirms the gradual transformation of messaging platforms into commercial environments, where customer relationships are increasingly automated. That said, despite these advances, human contact remains essential and should be prioritized in complex situations or those with high relational value, in order to preserve the quality of the customer experience and trust.
Instagram introduces a feature to rearrange the profile grid
Instagram has officially rolled out a new feature that lets users freely rearrange their profile grid. Specifically, users can now move posts using drag-and-drop to better control the visual appearance of their profile.
Source
What this update does
- Change the order of posts directly on the profile grid
- Highlight certain content without having to repost or archive it
- Keep posts pinned at the top of the profile
- Customize the overall look of the account for aesthetic or strategic reasons
This feature applies only to the profile grid and has no effect on the main feed, which continues to be organized according to the platform’s recommendation algorithms.
Key takeaways
With this update, Instagram is giving users more control over how their profiles look-a feature that has long been limited on the platform. This added flexibility opens the door to a more strategic approach to layout, which is particularly useful for creators and brands looking to refine their image and visual branding.
In conclusion
These developments all point in a very clear direction for digital marketing: platforms are seeking to capture and shape attention directly within their own ecosystems, while reducing reliance on external channels.
For marketing teams, the common thread is significant: visibility no longer depends solely on published content, but on the ability to build a comprehensive presence on each platform. Content, identity, interaction, and conversion are becoming increasingly intertwined within a single environment.
In this context, the brands that succeed won’t necessarily be the ones that publish the most, but those that manage to leverage these new formats to create seamless experiences that bridge discovery, engagement, and action.
Would you like support in adapting your strategy to these new trends? Contact our team!