TheSoul Partner Newsletter
spring edition
TheSoul Partners with Hasbro to Reimagine Transformers One
In collaboration with Hasbro, TheSoul Publishing has launched an ambitious new stop-motion animated series, Transformers One: New Adventures.
Premiering on the official Transformers YouTube channel on January 17, this 14-episode bi-weekly series combines action-packed storytelling, comedy, and high-stakes drama to immerse fans in the Transformers universe beyond the established canon.
This collaborative effort with TheSoul Publishing continues to push the boundaries of the Transformers brand and reach new fans around the world. We are delighted to give fans a new opportunity to revisit the world of Cybertron depicted in the Transformers One animated feature film.
Alyse D’Antuono
Vice President of Global Brand Strategy and Management for Action Brands at Hasbro
Global Exposure
The launch has been supported by a major social media campaign across Instagram, TikTok, Threads, and YouTube, ensuring massive reach. With Transformers One: New Adventures available in six languages—English, Spanish, Portuguese, German, French, and Italian—we’re engaging diverse fans worldwide and expanding the Transformers legacy to new audiences.
Power of Stop-Motion Animation
Stop-motion animation is a game-changer for audience engagement. Using precision animation and strategic storytelling, TheSoul Publishing has brought the Transformers universe to life—turning icons like Orion Pax (Optimus Prime), D-16 (Megatron), and Elita-1 into dynamic, interactive characters that captivate both longtime fans and new audiences.
Working with Hasbro on Transformers One and using our expertise in social media and stop-motion animation to bring these incredible stories to a global audience is an amazing opportunity.
Patrik Wilkens
Vice President of Business Development at TheSoul Publishing
Social Media News & Insights
TikTok Ban:
Users, Brands & the Social Media Shake-Up
TikTok, with over a billion users, is a cultural powerhouse—but growing privacy and security concerns have put it in lawmakers' crosshairs. As governments push for bans or restrictions, what’s at stake for users, businesses, and other social platforms? Let’s break it down.
The Reason Behind the Ban
Lawmakers in the U.S. and Europe cite TikTok’s China-based parent company, ByteDance, as a national security risk, fearing potential government access to user data. Despite TikTok’s repeated denials and efforts to increase transparency - such as storing U.S. data on American soil - concerns persist. As a result, governments are pushing for either a ban or a forced sale, keeping the platform’s fate in limbo.
How Users Will Be Affected
A TikTok ban would upend the digital lives of millions, especially Gen Z and Millennials, who use it for entertainment, news, and social networking. For influencers, it’s a livelihood - driving income, brand deals, and engagement. If banned, creators may flock to Instagram Reels or YouTube Shorts, however, none of these platforms fully replicate TikTok’s unique algorithm, which has been praised for its ability to surface hyper-personalized content.
Where Will TikTok’s Ad Dollars Go
Brands and marketers have invested heavily in TikTok advertising, capitalizing on its engaged user base and viral trends. A ban would force companies to shift their strategies and ad spend to other platforms.
If TikTok gets banned, Instagram is set to claim 22.2% of its reallocated ad dollars, with Facebook taking 17.1% and YouTube securing 10.7%. Meanwhile, Snapchat, Pinterest, and X (formerly Twitter) would collectively capture 18.3%, while connected TV platforms, streaming services, and digital media companies would absorb the remaining 30%.
% of reallocated ad spend (projections)
Source: eMarketer
How Are Platforms Responding
U.S. creators have been bracing for a potential TikTok ban, while other platforms are stepping up efforts to capture displaced talents. Here’s how the landscape is responding:
-
Instagram: Meta is surveying select creators on how a TikTok ban would impact them while rolling out new features to draw in more creators (details in the next section).
-
Lemon8: ByteDance’s alternative app, now integrated with TikTok, is paying creators to drive user sign-ups.
-
Snapchat: Rolled out the Find Your Favorites campaign, showcasing top creators and the platform’s unique perks.
-
Substack: Offering $25,000 to a TikTok creator who sparks a viral trend and brings others to the platform. Plus, live streaming is now available to all publishers.
-
YouTube: In the final stage of its longer Shorts rollout, creators can now upload Shorts up to three minutes long. YouTube is also testing a highlights tool to help turn top moments from long-form videos into Shorts.
What Happens Next?
A TikTok ban isn’t set in stone - legal battles, diplomatic negotiations, and business deals could still alter the outcome. If ByteDance agrees to divest TikTok’s U.S. operations, it could continue to exist under new ownership. Meanwhile, TikTok users and businesses should prepare for potential disruptions by expanding their presence on other platforms.
Meta Goes After TikTok Creators
Meta is stepping up its game to lure TikTok creators. From big payouts to upgraded tools, here’s how they’re making Instagram and Facebook more competitive.
Incentivizing Creators
Breakthrough Bonus Program – with this new initiative, TikTok creators can earn up to $5,000 over three months by posting Reels on Instagram and Facebook, plus access to Facebook’s invite-only monetization program.
Exclusive Content Deals – Meta is offering top TikTok creators $10K–$50K per month for exclusive Reels. While exact details are unclear, influencers like Charli D’Amelio and Bella Poarch shared posts with the @instagram account as collaborators.
Upgraded Affiliate Links – Meta is enhancing affiliate link visibility on Reels, photos, and videos, supporting affiliate programs from Amazon, Walmart, and Rakuten. While it still lags behind TikTok Shop, this is a step toward better monetization for creators and brands.
Source: Facebook
Making Reel a Bigger Deal
Longer Reels – Now up to three minutes and eligible for recommendations. This aligns with TikTok’s shift toward deeper storytelling. Instagram head Adam Mosseri says:
Now, historically, it’s only been 90 seconds, and that’s because we’ve wanted to focus Instagram on short-form video, not on long-form video.
But we’ve heard a lot of feedback from a lot of you creators out there that 90 seconds is just too short, so we’re hoping that upping that limit up to three minutes will help you tell the stories that you really want to tell.
Adam Mosseri
Instagram head
More Prominent Reels – Reels will appear higher on homepages and in search results, helping creators reach wider audiences. Social media has become the go-to search engine for younger audiences, with TikTok leading the way. By integrating Reels more deeply into Meta’s search experience, Instagram and Facebook could see increased visibility and engagement.
Better Discovery for New Creators – Meta is tweaking its recommendation system to help fresh talent go viral, with a goal to replicate a TikTok For You page effect for newer creators.
Trial Reels – One of Meta’s best features to date, a risk-free way for creators to test and experiment with content with non-followers first to see what performs best.
Source: Instagram
Revamping Profiles
Instagram Profiles Refresh – Instagram has announced a bunch of updates coming to profiles. Taller grids, a dedicated Highlights tab, customizable thumbnails, and the ability to rearrange posts for better content curation.
Third-Party Links on Facebook Profiles – Some minor updates are coming to Facebook profiles as well. Creators can now link to platforms like TikTok and YouTube to funnel audiences to other platforms and display subscriber counts to build cross-platform credibility.
With TikTok’s fate up in the air, Meta is making bold moves to attract creators. The big question—will it be enough?
YouTube’s Recent Updates
YouTube 2025 algorithm
YouTube’s Senior Director of Growth & Discovery, Todd Beaupré, and Creator Liaison, René Ritchie, broke down how the YouTube 2025 algorithm works.
Key Takeaways
-
YouTube’s Algorithm Pulls, Not Pushes – It doesn’t “push” videos to audiences but pulls content based on individual viewing habits, like automated word of mouth.
-
Viewer Satisfaction > Watch Time – Engagement signals (likes, comments, surveys) matter more than total watch time. Sometimes, shorter, to-the-point videos perform better.
-
Context Matters – Recommendations depend on factors like time of day and device type. For example, people may watch news in the morning and comedy at night—it’s all about habits.
YouTube Launches Video Highlights Tool
YouTube is introducing a tool in Studio that lets creators turn key moments from long videos into Shorts. By selecting the "Create a video highlight" option, creators can quickly post engaging shorts without extra editing.
This free feature eliminates the guesswork, giving creators a simple way to repurpose content.
Source: TubeFilter
YouTube Introduced Auto Dubbing
A new auto dubbing feature is breaking down language barriers, making it easier than ever to dive into content from around the world.
Creators need to simply upload their videos, and YouTube does the rest, auto-creating dubbed versions in multiple languages. Everything can be reviewed and adjusted directly in YouTube Studio. This feature is currently available for educational content, with plans to expand soon.
Community Feature Upgrade
YouTube is expanding its Communities feature, allowing creators and brands to engage directly with their audience. Creators can post images, text, and foster discussions to build stronger connections. With the "Community" tab now called "Posts" in YouTube Studio, creators can easily manage interactions. Invitations to join are being sent via email and channel banners.
Other social media news
Nowstalgia: Throwback Marketing in 2025
According to Ipsos' Global Trends report, nostalgia is a significant consumer trend in 2025, serving as a powerful tool for connection that taps into the psychological need for comfort and familiarity, especially during times of rapid change.
In 2025, brands are redefining nostalgia through "nowstalgia" that isn't just about looking back—it’s about reinventing the past to feel relevant today. Brands that successfully blend retro elements with modern relevance can create powerful, multi-generational appeal while standing out in a crowded digital landscape.
1
Instacart’s Super Bowl Ad
Instacart’s first-ever Super Bowl ad brought together iconic brand mascots like the Jolly Green Giant, Kool-Aid Man, and the Pillsbury Doughboy. By reviving these classic figures, the campaign created an emotional connection with older consumers while entertaining younger audiences.
2
IKEA’s Internet Challenge Revival
IKEA capitalized on early 2010s nostalgia by bringing back viral internet challenges like the Harlem Shake and Mannequin Challenge. The campaign featured IKEA employees recreating these trends, encouraging user participation and brand interaction.
2
Balenciaga’s Le City Bag campaign
Balenciaga revives its Le City Bag with a paparazzi-inspired campaign featuring Paris Hilton, Tyra Banks, and more. Originally launched in 2001, the slouchy icon rose to fame with Kate Moss and 2000s It-girls. Now reimagined with a sustainable upgrade, it’s ready for a new era.
Pitfalls to Avoid
While nostalgia marketing is a powerful tool, simply jumping on the trend without authenticity can feel forced or like a blatant cash grab. Successful campaigns prioritize emotional connections and quality storytelling over nostalgia for nostalgia’s sake.
It's also important to balance generational appeal—focusing too narrowly on one demographic may alienate others. Instead, brands should blend nostalgic elements with fresh, relevant experiences to create broader appeal.
Ready to launch your own campaign?
Our team can guide you every step of the way to craft a successful nostalgia marketing campaign that would resonate across generations. Click below to request a consultation and start your campaign today!
Spring 2025 Social Media Calendar
Women’s History Month #WomensHistoryMonth
March
Brit Awards
1
Oscars 2025
2
Paris Fashion Week
3-10
International Women's Day
8
April
April Fools Day
1
World Health Day
7
Siblings’ Day
10
National Pet Day
11
Easter
20
Earth Day
22
Mental Health Awareness Month #MentalHealthAwarenessMonth
May
International Workers Day
1
Star Wars Day
4
Cinco de Mayo
5
Mother’s Day
11
More from TheSoul
Introducing Garna: The Future of Payroll Management
Convenient. Profitable. Safe.
In partnership with Mediacube, we are pleased to introduce you to Garna, a global payroll solution designed to simplify and optimize payments for businesses worldwide.
This solution enables freelancers to manage their income more easily and profitably, withdraw funds through various methods, and work with cryptocurrencies.
Why Choose Garna for Your Business?
Business prepayments
Garna can advances contractors remunerations with reimbursement from the client later
Simple documentation
One contract per freelancer instead of complicated bureaucracy
Payroll automation
No need to worry about how contractors withdraw their remunerations — everything is handled directly in the app
Full ownership of IP
When you hire through us, all personnel work results belong entirely to you
Flexible role options
We can act as general contractor for personnel payouts
Flexible pricing
By default, it’s 0% for businesses. However, you can cover fees to make certain payment methods free for contractors
Garna stands out for its flexibility and transparency. Unlike traditional payroll systems, it offers an adaptable commission model, allowing businesses to choose which costs to cover and adjust commissions to their needs. We believe Garna can streamline payroll and reduce administrative burdens, just as it has done for us
Michael Bychenok
Mediacube CEO
