It's nothing new, steganographic encryption is used as long I remeber, to hide messages into texts, images, videos and even music. There are a lot of tools out there which everyone can use. The advantage is, that an normal encrypted message can cause suspicions, but not so an inocent selfi from the beach, a cat photo, an mp3 of an summerhit, or an "unencrypted" text message, all these can be a container for hidden messages. It can also be used for invisible watermarks for an copy protection, but also for evil uses in autoexecutables malware in images or mp3 files, as seen in the past.
https://stegoshare.sourceforge.net/
https://github.com/Jpinsoft/DeepSound
https://github.com/syvaidya/openstego
https://www.ssuiteoffice.com/software/ssuitepicselsecurity.htm
https://github.com/KuroLabs/stegcloak
https://github.com/fabienpe/MP3Stego
and several more, I listed only the free and OpenSource apps
