Your June Social Scoop Unplugged
Want to stay ahead of the curve with the latest social media trends and platform updates? This blog covers all the key changes you need to know in June 2025, whether it’s new Instagram features, TikTok tools, Meta’s latest AI projects, or Threads and X experiments. Save this page and check back often for real-time updates designed to keep your content fresh, relevant, and performing at its best.
June 2025 Recap
Last updated on 5th June 2025
Instagram is testing an in-app teleprompter feature for Edits
Instagram says trial Reels have helped creators significantly increase reach
Pinterest has updated its discovery algorithms with expanded relevance windows
LinkedIn adds more video ad options, including ‘First Impression Ads’
Instagram announces updates for the Edits app, including more transition effects
AI will be making calls on algorithm updates, rule violations and more
More ways to tell TikTok what you want to see more, or less of, in-stream
X is currently rolling out its updated encryption system to all Premium users
X launches new chat experience in Beta, a precursor to payments
Threads now has an option that will let you cross-post your content to your Instagram Story
Instagram Adds New Prompts to Showcase Performance Stats
Instagram has just rolled out two shiny new tools designed to help creators stay motivated and in the loop with how their content is performing: Recaps and Celebrations.
While these features are a small update in the grand scheme of things, they reflect something bigger. Instagram is continuing to lean into supporting creators, not just with reach, but with insight and encouragement.
Here’s what you need to know.
What Are Instagram Recaps?
The new Recap feature gives you a quick, digestible summary of how your content is performing. Instead of digging around in the Insights tab, creators will start seeing weekly and monthly recaps highlighting key metrics like:
Post views
Views from non-followers
Follower growth
Instagram says the goal is to help creators understand what’s working and to feel more in control of their progress.
There’s also mention of performance feedback. While it’s not clear exactly what that looks like yet, it’s another hint that Instagram wants to offer more hands-on support as part of the creator experience.
Introducing Instagram Celebrations
Alongside Recaps, Instagram is also introducing Celebrations, full-screen prompts that appear when you hit a new milestone. Think things like:
Reaching a new follower count
Posting a trending Reel
You’ll get a pop-up moment of encouragement, along with a little graphic you can share on your Stories. It’s a small feature, but one that taps into the psychology of motivation, because who doesn’t love a gold star now and then?
Why This Matters
These new features might not change the algorithm or revolutionise your content strategy overnight, but they do offer some tangible benefits:
They keep creators engaged. By surfacing growth stats regularly, Instagram is making it easier to see your momentum, even when growth feels slow.
They gamify the process. Little milestones and visual celebrations can help maintain consistency (which we all know is key on Instagram).
They meet creators where they are. Not everyone checks Insights daily. These prompts bring that data to the surface without making it feel overwhelming.
Of course, it’s still up to creators to interpret their results and tweak their strategy, but features like this are a gentle nudge in the right direction.
Rolling Out Now
Both Recaps and Celebrations are now rolling out across creator accounts. If you haven’t seen them yet, keep an eye out in your app this week.
And if you do spot one, take a screenshot and celebrate it! Whether it’s 10 new followers or a top-performing Reel, recognising progress matters.
Instagram is testing an in-app teleprompter feature for Edits
Instagram is working on a brand-new feature inside its upcoming Edits app, a built-in teleprompter designed to make talking-to-camera content smoother, more confident, and a whole lot less awkward.
Here’s what we know so far and why it could make a real difference to your video creation process.
What Is the Edits Teleprompter?
As spotted by app researcher Alessandro Paluzzi, Instagram’s Edits app will soon include a rolling text display feature. In short, it’ll act just like a teleprompter: your script will scroll on the screen while you record, making it easier to stay on track without looking away.
Even better, creators will be able to customise:
The speed of the scrolling text
The size of the text display
This makes it possible to tailor the experience to your natural speaking pace and screen preferences, whether you talk quickly, slowly, or somewhere in between.
Why This Feature Could Be a Big Win
We’ve all seen videos where the creator’s eyes flicker to cue cards or notes just off-camera. Even big-budget productions do it (yes, even Saturday Night Live), but in social media content, it can break the flow and feel a bit jarring.
A built-in teleprompter, positioned just under the phone camera, can help you:
Stay on script without looking distracted
Present more naturally, with improved eye contact
Save time by avoiding multiple takes or edits
Plus, there’s no need for DIY solutions like sticky notes or third-party apps; it’s all baked right in.
And considering that human-led video content consistently drives higher engagement, anything that helps you appear more polished and confident is a major plus.
Part of a Bigger Plan: The Edits App
This teleprompter feature is just one of several updates coming to Instagram’s new Edits app, which will serve as a dedicated hub for video creation.
According to Instagram, most new creator tools will be launched in Edits first (not the main app), as part of a push to make it the go-to platform for creators looking to level up their video content.
Some upcoming features already teased include:
AI-powered background generation
Character overlays
Automatic translations of video content
While those AI tools are still developing, they’re improving fast, and they signal that Instagram is serious about keeping up in the video content game.
This teleprompter feature might not sound like a huge deal on paper, but for creators who film educational, storytelling, or talking-head content, it could be a game-changer. Being able to film in one smooth take, while still sounding natural, makes content creation more efficient and less stressful.
Keep an eye out for Edits if you’re planning to step up your on-camera game. This update could be the tool that makes filming a whole lot easier.
Instagram says trial Reels have helped creators significantly increase reach
Instagram is encouraging more creators to try out its Trial Reels feature, and with good reason. After six months of testing, Instagram has shared that many creators using Trial Reels are seeing a significant increase in reach, especially from non-followers.
So what exactly are Trial Reels, and how can they help you grow?
Let’s break it down.
What Are Trial Reels?
Trial Reels are a feature that allows you to share a Reel only with a selected group of non-followers. These videos don’t show up in your followers’ feeds or your profile’s Reels tab. Instead, they’re used as a kind of audience sampling tool, a way to test how your content performs with a fresh set of eyes.
It’s a bit like running a soft launch for your content before you commit to sharing it with your full audience.
Instagram describes this as a way to get unbiased performance feedback. And because it’s being served to new users, it can also act as a growth tool, especially for creators looking to build reach beyond their current community.
How Do Trial Reels Work?
You can post up to 20 Trial Reels per day
Engagement data (views, likes, comments, shares) becomes available about 24 hours later
You can compare multiple Trial Reels to learn what works and refine your strategy
If a Trial Reel performs well, you can convert it into a regular post and share it with your followers
Interestingly, some creators are even using this feature to resurface older content, posting past Reels as trials to test how they land with a new audience.
Do Trial Reels Actually Help?
According to Instagram’s data, yes:
40% of creators who used Trial Reels started posting Reels more frequently
Of those creators, 80% saw an increase in reach from non-followers
That’s a solid result, especially if you’re trying to build awareness or attract new followers through short-form content.
Who Can Use Trial Reels?
To access this feature, you’ll need a professional account (though some standard accounts may also see it while Instagram continues testing). The option to post a Trial Reel appears during the Reels upload process, under the publish settings.
If you’re focused on growth, this could be a smart tool to add to your kit, whether you’re testing out new creative ideas, comparing hooks, or exploring what kinds of content perform best beyond your usual bubble.
Trial Reels won’t make or break your Instagram strategy on their own, but they can give you valuable insights, help refine your content, and boost visibility with new audiences.
And in a time when organic reach can feel unpredictable, any tool that offers data-driven feedback is worth exploring.
Meta launches Opportunity Score to all advertisers
Meta is continuing to lean into AI-driven tools with the full rollout of its Opportunity Score feature in Ads Manager. After testing earlier this year, the score is now being made available to all advertisers to help brands improve their campaign setup before hitting publish.
Here’s what it is, how it works, and what it means for your ads.
What Is Opportunity Score?
Opportunity Score is a metric that gives your ad campaign a rating out of 100, based on how well it aligns with Meta’s own optimisation best practices.
Think of it like a campaign health check. The score gives you quick feedback on:
Campaign structure
Formatting issues or missing information
Policy violations
Recommendations that could improve performance
The idea is to help you make small adjustments before your campaign goes live, giving you a better chance of getting results from the start.
It’s About Setup, Not Performance
One important thing to know: the Opportunity Score isn’t based on actual campaign results. Instead, it reflects how many of Meta’s AI-backed recommendations you’ve followed during the setup process.
As Meta explains:
“Your score is based on how many Ads Manager recommendations you apply, ranked by estimated performance impact. These include best practices, warnings, and fixes for issues like formatting errors or missing info.”
So while it’s a helpful tool, it’s not a guarantee. The score shows how closely your campaign aligns with what Meta predicts will work, not how it’s actually performing once it’s live.
Does It Actually Help?
According to Meta, yes. In testing, advertisers who followed Opportunity Score recommendations saw:
A 12% median decrease in cost per result
Improvements in campaign efficiency across both manual and AI-powered ad setups
That said, Meta is clear that these are guidelines, not hard rules. Some recommendations may not suit every campaign or brand, so you should still rely on your broader strategy and performance data to make final decisions.
Now Integrated with Advantage+
Meta is also aligning Opportunity Score with its Advantage+ campaign setup, allowing advertisers to see their score within AI-optimised campaign flows.
This means that whether you’re running manual campaigns or fully AI-supported ones, you’ll now get a clear view of how well your setup aligns with best practices and where you could improve.
According to Meta, advertisers using Advantage+ with Opportunity Score saw an average 7–9% improvement in cost per action (CPA).
Meta’s Opportunity Score isn’t a magic bullet, but it is a helpful tool, especially for solo marketers, small businesses, or creators managing their campaigns.
It provides simple, actionable feedback during the campaign setup stage, making it easier to fix small issues and improve ad quality before you hit publish.
As with all platform tools, treat it as a guide, not gospel. But if it helps lower costs and increase results, it’s worth paying attention to.
Threads continues to see strong download momentum
Meta’s Threads app is showing no signs of slowing down. According to the latest app download data, Threads held onto its spot as the 8th most downloaded app in May 2025, with a total of 23 million downloads across iOS and Android.
That’s up slightly from April’s 22 million, and consistent with March, suggesting that the app is not just maintaining interest, but steadily growing.
350 Million Monthly Users and Climbing
Threads now sits at around 350 million monthly active users, according to Meta. That puts it just over halfway to rival X’s (formerly Twitter) reported 600 million monthly actives, as of March this year.
Whether that figure for X is fully accurate is another question. Since Elon Musk’s takeover, European usage has reportedly dropped by 15%, based on official Digital Services Act (DSA) data. Given that X isn’t required to release full global usage figures, it’s difficult to say with certainty how its audience is trending overall, but it does raise questions about where growth is happening.
Meanwhile, Threads appears to be gaining ground by continuing to invest in real-time news features and live event content, particularly in areas like sports and trending conversations. It’s positioning itself as a more civil, reliable space for in-the-moment updates.
Threads vs. the Rest: App Download Trends
In the wider app landscape, Threads is holding steady among some heavyweight names. According to AppFigures:
ChatGPT continues to dominate downloads
TikTok and Instagram are trading spots just behind it
Facebook and WhatsApp remain consistent top performers
Snapchat is still clinging to the top 10
But Snapchat’s position brings its own story.
Snapchat’s Slower Climb
While Snapchat continues to attract high download numbers, it lags in active usage. It currently reports:
900 million monthly active users
460 million daily active users
That’s still significant, but lower than TikTok, Instagram, and Facebook, all of which have surpassed the billion-user mark.
One ongoing challenge for Snapchat is its limited hold on older demographics. The app remains a go-to for younger users, but struggles to retain them as they age, many of whom move on to other platforms. This might explain why, despite continued downloads, Snapchat’s user base isn’t scaling at the same pace.
Threads is steadily proving its staying power. With consistent download momentum and growing monthly users, Meta is making real progress in positioning Threads as a serious alternative to X, especially for creators, communities, and news-focused users who want a fresh, algorithm-friendly platform.
It’ll be worth watching how Threads evolves next, particularly as Meta builds out its real-time features and tightens integration with Instagram.
Threads launches initial test of integrated DMs
It’s official: Threads is getting direct messaging, finally.
After months of speculation (and Meta previously saying it wasn’t on the roadmap), Threads has started testing a dedicated DM feature, giving users a separate inbox from Instagram and more flexibility for in-app conversation.
Here’s what’s happening and why it matters.
Threads Is Testing Its Own Inbox
Some Threads users will soon notice a new envelope icon in the app’s lower navigation bar. This icon links to Threads’ own native messaging system, a feature completely separate from Instagram DMs.
The test is currently live in Hong Kong, Thailand, and Argentina, with a wider rollout expected shortly.
This marks a shift from Meta’s earlier plan to unify messaging across its platforms. Originally, Threads was expected to use Instagram DMs for any private communication. That idea now seems to be shelved in favour of a standalone messaging experience.
Why This Shift Is Important
Adding in-app DMs makes Threads feel a lot more like the Twitter experience many users are familiar with, especially when it comes to real-time conversations and community interaction.
This change could:
Increase engagement by enabling more private and group chats directly in Threads
Help creators and brands start conversations and build community without leaving the app
Make Threads more self-contained, rather than just an Instagram add-on
For users who are already enjoying the platform, this adds meaningful functionality, and for those still on the fence, it might be enough to give Threads a second look.
Is Threads Gaining Ground on X?
Threads is currently sitting at 350 million active users, which is impressive growth. X (formerly Twitter), by comparison, claims 600 million, although some of that data is difficult to verify, especially with reported usage declines in Europe since Elon Musk’s takeover.
While Threads still has ground to cover, it’s actively investing in real-time content, news, and live event engagement, particularly around sports and trending topics. These are areas where X has long dominated, but Threads is clearly positioning itself as a genuine alternative.
Adding DMs only strengthens that pitch.
What This Means for Creators and Brands
With DMs coming to Threads, creators and brands have more ways to build relationships on the platform.
Whether it’s for:
Responding to followers
Starting collaborations
Gathering feedback or generating leads
Having in-app messaging adds a layer of interaction that’s been missing until now.
It also opens up possibilities for group conversations, private communities, and more direct support, aligning with broader social media trends around connection and closed-group engagement.
This might seem like a small update, but it’s a meaningful one. In-app DMs bring Threads closer to functional parity with X and give users more reasons to spend time inside the app, without jumping between platforms.
As Threads continues to evolve and roll out more features, it’s clear Meta is serious about turning it into a true competitor in the real-time social space.
Trump indicates he will grant TikTok another extension
The TikTok saga in the U.S. continues, and with just days to go before the latest enforcement deadline, it looks like the platform will be getting another last-minute extension, this time thanks to President Trump.
Despite a federal law stating that TikTok must be sold to a U.S.-based company or face a nationwide ban, the app remains fully operational, and the White House seems intent on keeping it that way, at least for now.
A Quick Recap: How Did We Get Here?
Last year, the U.S. passed the “Protecting Americans from Foreign Adversary Controlled Applications Act”, requiring that TikTok be sold into American ownership within nine months. If not, the app would be banned for all U.S. users.
The bill passed the Senate with strong bipartisan support (79 to 18) and was signed into law by President Biden. But when TikTok failed to secure a buyer, it appealed to the Supreme Court and lost.
That meant the app was officially banned on January 19, 2025. But just one day later, newly inaugurated President Trump signed an executive order delaying enforcement by 75 days, giving TikTok more time to find a deal.
When no sale materialised by April, Trump issued a second 75-day delay, and now, with that grace period ending on June 18, he’s said he’s willing to approve yet another extension.
Can the President Keep Delaying This?
Technically, the president isn’t supposed to extend the timeline indefinitely. The law allows for only one 90-day extension. However, Trump has sidestepped this by issuing executive orders that delay enforcement, rather than directly blocking the law itself.
So while legally complex, this approach has kept TikTok running, even though, by the letter of the law, it’s currently in violation.
Why Is Trump So Invested in TikTok?
In a recent interview, Trump said he still hopes to broker a sale but believes more time is needed. His willingness to step in has raised eyebrows, especially given his past criticisms of TikTok during his first term.
But there’s also a political angle. Trump gained significant traction on TikTok during the last election cycle, reportedly becoming a “big star” on the platform. The ability to reach younger voters directly through the app could be one reason he’s keen to keep it live.
Still, none of this changes the core concern behind the original bill: national security risks tied to data sharing and alleged links between TikTok and the Chinese government. While there has been no publicly released evidence confirming these concerns, they remain central to the platform’s legal challenges.
What’s Next?
Unless a buyer is confirmed soon, TikTok’s future in the U.S. continues to rest on presidential discretion, with enforcement on pause, but not resolved.
A new extension would likely carry the app through to September 1, giving it more time to negotiate a sale or challenge the legislation further.
In the meantime, creators and brands in the U.S. can continue using the platform, but the uncertainty remains.
Whether you use TikTok for content, community-building, or marketing, this ongoing back-and-forth is a reminder of how fragile digital platforms can be when tied to geopolitics.
Another extension might buy time, but it doesn’t guarantee long-term stability. For now, TikTok stays, but if you’re building your business on the app, it’s worth having a Plan B.
Pinterest has updated its discovery algorithms with expanded relevance windows
Pinterest is quietly making big moves behind the scenes, and it’s all about relevance.
The platform recently rolled out an update to its ranking system for Pin recommendations, and the results are already showing positive changes in engagement, time spent, and the overall user experience.
If you haven’t paid much attention to Pinterest lately, this update might be a reason to take another look.
What’s Changed: Enter TransActV2
At the heart of the update is Pinterest’s new version of its ranking model, called TransActV2. This is an evolution of their original TransAct system, which used a person’s last 100 actions (like saves, searches, or clicks) to predict what Pins to recommend.
But as Pinterest points out, our interests shift over time. Looking at only 100 recent interactions doesn’t paint a full picture. That’s where TransActV2 comes in.
The new model takes into account 160 times more interactive signals per user, which allows it to understand seasonal behaviour, recurring patterns, and long-term trends in how people use the platform.
For example:
Someone who searches for gardening tips every spring and Halloween costumes every October may not show those patterns in their most recent activity. But TransActV2 is designed to spot that cyclical interest and surface content accordingly.
Predicting What You’ll Do Next
What sets this model apart is the introduction of a new prediction method called Next Action Loss (NAL). Rather than just predicting whether someone will engage with a Pin, it’s now trying to predict what the user will do next, based on historical context and current activity.
This leads to a smarter, more intuitive feed that evolves alongside user behaviour.
According to Pinterest, the update has delivered some strong early results:
6.35% increase in overall re-pins, including a more than 2x boost in top re-pin actions
+1.41% increase in time spent on the platform
12.8% decrease in Pin hides, meaning the content is more relevant
More diverse Pin timelines, encouraging discovery paths
These might seem like small percentage increases, but across 570 million active users, these are big shifts in engagement.
Why This Matters for Brands and Creators
If Pinterest hasn’t been on your radar, this is a sign it may be worth rethinking. A more intelligent feed means better content distribution, especially for brands and creators who are posting evergreen or seasonal content.
With improved ranking and better discovery tools, Pinterest is evolving into a platform that:
Surface your content to the right audience at the right time
Rewards long-term interest trends and recurring seasonal content
Supports serendipitous discovery, helping users find content they didn’t even know they were looking for
If your brand aligns with visual storytelling, inspiration, lifestyle content, or seasonal trends, this update makes Pinterest even more appealing as part of a multi-platform strategy.
Pinterest’s latest updates show it’s not just maintaining relevance, it’s improving it. With smarter algorithms and a focus on user experience, the platform is setting itself up for long-term stickiness and discovery-driven growth.
If you’ve stepped away from Pinterest or never quite figured out how it fits your content strategy, now might be a great time to give it another look.
LinkedIn shares insights into how to build a B2B brand
If you’re building a B2B brand, LinkedIn’s latest research is packed with useful insights.
The platform has just released its “B2B Marketing Benchmark: The Influence Report”, a 21-page guide based on feedback from over 1,500 B2B decision-makers. The report digs into what truly influences purchase decisions and how brands can build stronger, more trusted relationships with their audience.
Here’s a breakdown of the key takeaways and what they mean for your business.
Trust Is Still the Foundation
According to the report, 93.7% of marketers agree that trust is the most important factor in building a successful B2B brand. This isn’t exactly new, but it reinforces the idea that long-term brand building matters just as much, if not more, than quick wins or flashy ads.
What does building trust actually look like? LinkedIn breaks it down into specific factors, showing which ones have the most influence when it comes to decision-making.
The Power of Recommendations
One of the strongest drivers of trust? Customer recommendations.
Whether it’s testimonials, referrals, or case studies, the report shows that peer validation plays a major role in driving purchase decisions. It’s a reminder that your most powerful marketing asset might be your happy clients, so if you’re not already showcasing their stories, now’s the time to start.
Branding Gaps That Limit Growth
LinkedIn’s report also highlights the common brand-building gaps that hold B2B businesses back. These include:
Lack of consistent messaging
Unclear positioning in the market
Inconsistent visual identity or tone
Not investing enough in long-term brand awareness
These gaps can quietly undermine your campaigns, even when your product or service is excellent. Strong branding helps decision-makers remember you, trust you, and ultimately choose you.
Tips for Strengthening Your B2B Brand
To help address those gaps, LinkedIn shares practical branding tips, including:
Developing a clear brand narrative that speaks to your audience’s pain points
Investing in both short-term performance and long-term awareness
Leveraging social proof, like reviews and customer stories, across all touchpoints
Maintaining consistency across your visuals, voice, and content strategy
None of this is revolutionary, but it’s a useful reminder that B2B marketing is still all about connection, clarity, and consistency.
If you’re looking to strengthen your B2B brand, LinkedIn’s report is worth a read. It offers data-backed insights into what decision-makers actually care about, and gives you a roadmap to build credibility, grow recognition, and support long-term business goals.
Strong branding isn’t just for B2C companies. In B2B, trust and brand presence are just as critical, and investing in them now will pay off in future deals and deeper client relationships.
LinkedIn adds more video ad options, including ‘First Impression Ads’
Video content continues to rise across all platforms, and LinkedIn is no exception. The platform has just announced several new updates aimed at giving advertisers more visibility, stronger placement, and streamlined tools for video-first marketing.
From First Impression Ads to improved CTV integration, here’s what you need to know about LinkedIn’s latest video ad features and how they could help you stand out in a crowded B2B space.
First Up: First Impression Ads
One of the biggest updates is the introduction of First Impression Ads, a takeover-style video format designed to capture attention as soon as a user opens the app.
These are:
Full-screen, vertical video ads
Delivered as single-day campaigns
Guaranteed to appear as the first ad shown to a target user on that day
This placement is ideal for major product launches, announcements, or time-sensitive campaigns, especially since LinkedIn users tend to check the app less frequently than platforms like TikTok or Instagram. Grabbing attention early could make a meaningful difference in engagement.
Reserved Ads for Other Formats
Alongside video, LinkedIn is also introducing Reserved Ads for other content types, including:
Thought Leader Ads
Single Image Ads
Document Ads
These formats can now also be prioritised to appear as the first ad users see in their feed, mirroring the same “first look” strategy as First Impression Ads.
According to LinkedIn:
“Like choosing the front row at your favourite concert to guarantee the best view, Reserved Ads help marketers plan campaigns with confidence and increase attention, brand visibility, and share of voice.”
Expanded Connected TV (CTV) Reach
For brands using LinkedIn’s CTV Select network, there are new options to extend reach through premium streaming platforms. The platform has now added Paramount to its partner list, alongside NBCUniversal.
This means advertisers can combine LinkedIn’s professional audience data with Paramount’s streaming inventory, allowing campaigns to reach millions of monthly viewers in a more targeted, brand-safe environment.
VAST Tag Support for Greater Compatibility
LinkedIn is also improving video ad compatibility with the rollout of VAST (Video Ad Serving Template) tags, powered by Innovid.
This means your video content will now:
Display correctly across different platforms and environments
Be better optimised for performance, regardless of where it’s served
Work seamlessly with multiple browsers and system types
VAST tags are a big deal for advertisers managing campaigns across multiple channels, and will now help maximise video visibility across LinkedIn’s ad network.
New Integrations with Sprinklr and Adobe
LinkedIn is building out its marketing ecosystem, too. Recent partnerships include:
Sprinklr: Now supports LinkedIn’s CTV API, allowing users to create, manage, and edit CTV campaigns directly within the Sprinklr platform
Adobe Express: Offers LinkedIn-specific video templates to simplify content creation and help marketers create professional, on-brand content quickly
Both integrations are focused on removing friction in the ad creation process and making it easier to launch engaging campaigns at scale.
Why This Matters: The Rise of B2B Video
Video isn’t just a nice-to-have anymore; it’s becoming a core part of B2B marketing strategies. According to LinkedIn’s latest B2B Marketing Sentiment survey:
91% of B2B marketers say grabbing attention is their top challenge
66% believe that if they don’t invest in video this year, they risk falling behind competitors
77% agree that short-form video builds trust with their audience
These numbers reflect a shift in how professionals want to engage with content, short, sharp, and visual. Even on a platform like LinkedIn, video is becoming essential.
Final Thoughts
LinkedIn’s new video ad features are designed to help brands do one thing: stand out.
Whether you’re testing short-form campaigns, launching on Connected TV, or investing in professional-looking video with Adobe tools, these updates give you more flexibility and more reach, without needing to reinvent your entire strategy.
If video is on your radar for LinkedIn this year, now’s the time to experiment, refine, and get visible.
New Comment Filters for 100K+ creators
Instagram is expanding its comment filtering tools, but only for creators who’ve crossed the 100,000 follower mark.
If you’re regularly fielding a high volume of comments on your Reels and feed posts, this update could significantly streamline how you manage replies and boost meaningful engagement. Here’s what you need to know.
What’s New in Instagram’s Comment Filters?
The platform has introduced three new ways for high-reach creators to sort and prioritise replies:
Top Comments – See comments with the most engagement first.
Newest First – Sort by the most recent replies.
Follower Count – Filter comments based on how many followers a commenter has.
In addition to these, all Instagram creators can still access filters to view only:
Comments from people you follow
Verified users
Paid subscribers
Why This Matters for Creators
For creators with large audiences, these updates offer a more strategic way to manage engagement:
Prioritise high-value interactions: Whether it’s superfans, potential collaborators, or well-connected followers, you can now respond more intentionally.
Boost subscription value: Prioritising comments from paying subscribers could help with retention and even encourage new sign-ups.
Save time: If your comment section gets busy, these tools can help you stay focused without missing important replies.
Who Has Access (And Who Doesn’t)
At the time of writing, these advanced filters are only available to creators with 100,000+ followers. If you’re close to that milestone, this could be the push to keep growing consistently, through connection, clarity, and smart content planning.
And yes, it’s frustrating that accounts with strong engagement but fewer followers aren’t included. Many smaller creators build highly active, loyal communities and could benefit just as much from these features.
Unfortunately, access is currently gated by follower count, not engagement level.
While this update won’t change the game for everyone just yet, it’s another sign that Instagram is slowly leaning into more creator-focused tools and rewarding those who’ve grown large followings.
If you’re not quite there yet, don’t let that stop you from engaging meaningfully. Replying to comments, building relationships, and showing up consistently still go a long way, and who knows, by the time you hit that 100k mark, Instagram may have even more in store.
Instagram quietly adds support for 3:4 images
Instagram has quietly rolled out support for 3:4 aspect ratio images, and while it might seem like a small update, it’s a welcome one for creators and businesses who care about how their visuals show up in the feed.
Until now, if you uploaded a photo in a 3:4 format (which is the native aspect ratio for many phone cameras), Instagram would automatically crop or adjust it to fit within its supported dimensions. This often meant losing parts of the image or compromising your original framing. With this update, your 3:4 images will now be displayed exactly as you shot them, no stretching, no cropping, no tweaks.
According to Instagram Creators, this change applies to both single-photo posts and carousels, giving users a little more flexibility when planning their content.
You can still post in the usual formats: square (1:1) and portrait (4:5), but 3:4 adds another option to help your images look more natural and aligned with how they were captured.
It’s worth noting that this update won’t dramatically shift Instagram’s current direction. Over the last few years, the platform has made it clear that video, particularly Reels, is the main driver of engagement. More than half of what users now see in their feed is AI-recommended Reels, and messaging continues to grow as a key engagement space.
Still, photo posts aren’t disappearing any time soon. They remain a popular choice for connecting with friends and sharing more curated content. For businesses and creators who still use still imagery to communicate their brand, having access to a new image ratio opens up more creative possibilities and ensures your photos appear just the way you intended.
Instagram announces updates for the Edits app
Instagram continues to improve its Edits app, a standalone video editing tool aimed at content creators looking for a streamlined way to customise Reels and short-form content.
The latest update includes three new features, all designed to save time and offer more creative control.
What’s New in Edits?
This week’s updates focus on enhancing transitions, audio control, and precision when editing clips:
1. More Transitions
Instagram has added new effects, including “Zoom Ripple” and “Vertical Stretch”, bringing the total number of transition options in Edits to 35. These can be applied between any clips to elevate visual flow and keep viewers engaged.
2. Improved Track Handle Sensitivity
Editing just got more accurate. You can now make finer, more precise cuts by tapping the edges of a clip within your sequence. This update is especially useful for those who rely on tight timing or beat-matching.
3. Apply Volume Changes to All Clips
Creators can now apply a single volume adjustment across all clips in a project. This means no more jarring audio jumps or inconsistencies between scenes, an often-overlooked detail that makes a big difference to the viewer experience.
Why This Matters
Instagram clearly wants Edits to become the preferred tool for short-form video creators, particularly as an alternative to TikTok’s CapCut. These new features show Instagram is listening to what creators need: more control, less friction, and easier ways to keep things professional.
If you’re already using Edits, these updates will likely improve your workflow. If you’re not, it’s worth exploring, especially while it’s still free.
Will Edits Stay Free?
For now, yes. But Instagram head Adam Mosseri has suggested that some AI-powered tools currently in development may eventually require a subscription, due to the high compute costs involved.
Whether or not a paid tier is introduced, the app is shaping up to be a strong contender in the creator tool space. And with updates rolling out regularly, now’s a good time to get familiar with it.
Small but useful changes like these can make a real difference, especially when you’re creating content consistently. Whether you’re repurposing Reels, building tutorials, or storytelling through video, having more control over transitions, audio, and timing helps you stand out.
Meta Plans Fully Automated Ad Campaigns by 2026
Meta is working toward a major shift in how digital advertising works. According to a recent Wall Street Journal report, the company plans to offer fully automated ad creation and targeting by 2026, allowing businesses to launch campaigns with minimal manual input.
This development reflects Meta’s long-term investment in AI-powered tools, which are already outperforming traditional human-led ad strategies across many of its platforms.
How Will Automated Meta Ads Work?
The vision is simple:
You’ll input your business website and campaign budget, and Meta’s systems will handle the rest.
This includes:
Creating copy, visuals, and video content
Generating multiple ad variations tailored to different users
Determining ideal budget allocation
Selecting audiences across Facebook and Instagram based on real-time data
These capabilities build on Meta’s existing tools like Advantage+ Shopping Campaigns, which already use AI to test creative variations and optimise delivery.
A Shift Away from Manual Targeting
Over the past two years, Meta has steadily reduced the level of manual control advertisers have over ad targeting. The reason? Their AI systems are consistently delivering better results when not limited by manual segmentation.
By 2026, Meta expects these tools to be advanced enough to:
Optimise creative elements using insights from billions of past ads
Deliver performance-based targeting without human-defined demographics
Offer fully managed ad delivery with minimal creative assets required
In fact, Meta CEO Mark Zuckerberg recently said:
“You don’t need any creativity, you don’t need any targeting demographic… You tell us what your objective is, connect your bank account, and we do the rest.”
What This Means for Marketers
While the automation of ad creation might sound like a threat to marketers, it’s more likely to reshape roles, not replace them.
Here’s what’s likely to change:
Ad management will become more strategic – understanding how AI tools work and knowing when to intervene will be key.
Creative direction still matters – AI can produce technically sound ads, but human input is needed for storytelling, brand consistency, and emotional connection.
Learning AI tools becomes essential – marketers will need to stay updated on how these systems operate and how to prompt them for the best results.
This isn’t the end of advertising, but it does mark a transition from execution to oversight.
Meta’s push toward full ad automation is bold but not surprising. The tools already exist in some form, and results show they’re working. For small businesses and solo creators, this could mean faster campaign setup and better performance without hiring a full team.
But long-term success will still rely on your brand voice, strategic positioning, and your ability to use AI as a partner, not a replacement.
AI will be making calls on algorithm updates, rule violations and more
Meta is expanding its use of AI across many aspects of its platform management, from coding and ad targeting to risk assessment and content moderation. CEO Mark Zuckerberg recently highlighted the company’s growing reliance on AI to help shape user experiences on Facebook and Instagram.
AI to Handle Up to 90% of Risk Assessments
According to internal documents obtained by NPR, Meta plans to automate up to 90% of its risk assessments related to product development and policy enforcement. This includes reviewing potential risks such as privacy concerns, harmful content, and misinformation.
Previously, these reviews were mostly conducted by human evaluators, but the shift to automated systems marks a significant change in how Meta manages content and platform safety.
Balancing Automation and User Safety
While AI can process vast amounts of data quickly and consistently, relying heavily on machines to safeguard users presents challenges. Meta acknowledges this, and recently adjusted its approach to “less severe” policy violations by:
Reducing enforcement mistakes by temporarily disabling problematic automated systems
Increasing the confidence threshold required before content is demoted or removed
These refinements have led to a reported 50% reduction in enforcement errors, which sounds promising but has a trade-off.
Impact on Harmful Content Visibility
With stricter criteria for removal, some harmful content, such as bullying and harassment, has seen a decline in detection. Meta’s data from Q1 2025 shows a 12% decrease in automated detection of such content on Facebook.
Though this may seem like a modest drop on a chart, it translates to millions of potentially harmful posts remaining visible to users, raising questions about the balance between error reduction and content safety.
The Future of AI at Meta
Meta plans to increase AI integration beyond content moderation. Zuckerberg mentioned that within the next 12 to 18 months, most of Meta’s software code will be written by AI, streamlining development processes.
However, using AI to make decisions that affect user experience and platform safety carries inherent risks, especially at such a scale. Meta insists that humans will still oversee risk reviews and that only “low-risk decisions” are fully automated.
What This Means for Users and Marketers
Users may see evolving experiences on Facebook and Instagram as AI shapes content delivery and enforcement.
Marketers and content creators should be aware that AI-driven moderation and policy enforcement might affect visibility and engagement in new ways.
Meta’s ambitious integration of AI aims to improve efficiency and scale in managing its massive platforms. While AI offers significant benefits, the potential impact on user safety and experience means that human oversight remains essential.
As AI tools become more embedded in platform management, it’s critical to watch how these systems evolve and balance automation with responsible governance.
More ways to tell TikTok what you want to see more, or less of, in-stream
TikTok is rolling out new tools designed to give users greater control over what appears in their “For You” feed, a welcome move for those seeking a more tailored or less triggering content experience on the app.
Customise Your Feed With “Manage Topics”
The first feature, Manage Topics, is now being made available to all users. Found under Settings > Content Preferences, this tool lets you indicate how interested you are in over 10 broad content categories, such as Travel, Creative Arts, Sports, and Nature, using simple sliders.
“These settings won’t eliminate any topics entirely,” TikTok explains, “but can influence how often they’re recommended as your interests evolve.”
While this doesn’t offer fine-tuned control over subtopics, it’s a step towards more user-informed content curation. TikTok originally began testing this feature in 2024, so some users may have already encountered it.
Smart Keyword Filters for a More Intentional Experience
TikTok is also introducing AI-powered Smart Keyword Filters, which allow users to block specific content from their feed altogether. Simply add keywords or hashtags associated with videos you’d rather not see, for example, “renovation” or “diet”, and TikTok’s algorithm will work to filter them out.
This is particularly helpful in avoiding potentially harmful or triggering content, such as the “SkinnyTok” trend, which TikTok has recently taken steps to remove from search results under pressure from European regulators.
These filters offer a proactive way to take control of your digital environment, something especially useful for those sensitive to body image, health misinformation, or overwhelming trends.
Additional Content Safeguards
Alongside these user tools, TikTok is:
Enhancing content standards to reduce the visibility of videos deemed inappropriate for general audiences
Introducing new limits on how often videos with potentially harmful themes (like extreme fitness challenges) appear in your feed
While details remain vague, it appears TikTok is working on ways to automatically tag and de-prioritise content that could negatively impact mental wellbeing.
A Guide to the “For You” Algorithm
TikTok has also launched a new user guide to the For You feed, designed to explain how its recommendation system works and what users can do to shape their experience. This is a useful resource, especially for those who want more transparency around how their feed is generated.
Will People Use These Features?
These updates give users more say in what they see, but will most people use them? History suggests many won’t. Social media behaviour tends to lean towards passive scrolling, and platforms have trained us to trust (and rely on) algorithmic recommendations more than manual customisation.
Still, for those who do want a more curated, less overwhelming experience, these new tools offer meaningful ways to gain control.
TikTok’s latest updates reflect growing concerns around digital wellbeing and content relevance. Whether you’re looking to reduce exposure to certain topics or simply want more control over your scrolling, these features are worth exploring.
As social platforms continue to walk the line between AI-driven curation and user autonomy, tools like these help shift the balance back toward intentional engagement.
X is currently rolling out its updated encryption system to all Premium users
X (formerly Twitter) is making strides towards offering greater security and privacy for users, with a newly updated encryption process for direct messages (DMs) now being rolled out alongside its premium messaging platform, XChat.
This update is part of X’s broader ambition to position itself as a secure, multipurpose app, not just for social networking, but also for messaging, payments, and more.
What’s Changing?
Until recently, encrypted messaging on X was available only to Premium users and was limited in functionality, even Elon Musk admitted it was “clunky” and lacked proper end-to-end protection. But with the backend of X’s messaging system now rebuilt, full encryption is being rolled out as a default feature within the new XChat experience.
How Encrypted Messaging Works on X
When a user opens Chat for the first time:
A private-public key pair is generated for that user.
Users are prompted to create a 4-digit PIN, which stays on their device and is used to protect their private key.
Each encrypted conversation also gets a unique encryption key, exchanged securely between users using their public keys.
According to X, “every single message, link, and reaction” is encrypted on the sender’s device and remains encrypted on X’s servers.
This means content is secure during transit and storage, but some metadata, like recipient info or timestamp, is not encrypted. Also, any posts shared in encrypted chats are still logged by X, even if the message content itself is private.
Key Limitations and Requirements
To use encrypted DMs:
Both sender and receiver must be using the latest version of the X app on iOS (no Android or web support yet).
The recipient must either follow the sender, have accepted a DM from them previously, or have messaged them before.
In other words, encryption only activates when there’s a mutual connection of some kind, likely a measure to reduce spam and misuse.
What About Media and Group Chats?
Encrypted messaging now includes:
Media, links, files, and reactions
Group chats (with the same encryption protocols)
However, shared posts are still recorded by the platform, meaning X will know if you’ve shared a tweet, even within an encrypted message.
Logging Out? Your Encrypted Messages Get Wiped, Temporarily
One key point: if you log out of the app, all encrypted messages are deleted from that device. However:
“Upon logging back in, your device can re-fetch and decrypt the encrypted conversations using the private key, as long as you know your PIN.”
So the messages aren’t lost entirely, but it’s a good reminder to keep that PIN safe.
What’s Next for X?
While some experts may question the choice of a 4-digit PIN for securing private keys (which is relatively weak by encryption standards), the system represents a major improvement in X’s approach to user privacy.
X has also hinted that these upgrades may pave the way for X Payments, where added security could be crucial. The company plans to open-source its encryption protocols later this year, providing further transparency and potential for third-party review.
With these changes, X is trying to keep pace with other secure messaging platforms, and perhaps inch closer to becoming Elon Musk’s vision of an “everything app.”
While it’s not perfect, this new encryption rollout is a meaningful step toward offering users more privacy and security within the app.
X launches new chat experience in Beta, a precursor to payments
X (formerly Twitter) has officially begun rolling out the beta version of its updated messaging system, “X Chat,” marking the next phase in its ambition to build a multifunctional platform that includes secure, in-app payments.
This new chat experience is more than just a redesign. It introduces enhanced privacy features, most notably, a four-digit PIN for additional security, suggesting that direct messaging will soon serve as the central channel for peer-to-peer money sharing within the app.
Encryption is at the heart of this rollout, forming the foundation for a broader infrastructure designed to support financial transactions. Elon Musk has made no secret of his vision for X to become a Western equivalent of WeChat: a single platform for messaging, payments, social interaction, and more.
A Familiar Vision, with Familiar Challenges
This concept is not new. Platforms like Meta, TikTok, and Pinterest have all attempted similar integrations of social media and payment systems, but with limited success. Regulatory challenges, privacy concerns, and low user adoption have frequently stood in the way. Even Facebook Pay, Meta’s most persistent payment feature, has struggled to gain traction beyond niche use cases.
X is likely to face many of the same obstacles. Regulatory approval has already proven difficult, with key U.S. states, including New York, rejecting payment processor applications over concerns about the platform’s ownership structure and geopolitical ties, particularly its investment links to the Saudi government.
Uncertain Timeline and Consumer Hesitation
Even if those regulatory hurdles are cleared, user trust and adoption remain significant barriers. Western audiences have historically kept their financial activities separate from social platforms, preferring established providers like PayPal or Amazon for payments and online shopping.
There’s also the issue of timing. Musk initially predicted payments would be active within the app by the end of 2024. But as of mid-2025, X is still in the early stages of implementation, and its user base is reportedly shrinking.
Despite this, Musk remains committed to the idea. Reforming the app’s messaging infrastructure is a foundational step, and the beta rollout of X Chat suggests payments may follow in the near future.
Whether X will succeed where others have not remains to be seen. For now, the new messaging experience signals that the company is still very much pursuing its long-term vision of becoming an “everything app”, even if the path forward is uncertain.
Threads now has an option that will let you cross-post your content to your Instagram Story
Meta appears to be doubling down on cross-platform promotion with a new prompt on Threads, encouraging users to share their posts directly to Instagram Stories.
As shared by social media commentator Matt Navarra, some Threads users are now seeing suggestions to “get more eyes on your posts” by reposting to Stories. This comes as part of Meta’s broader strategy to integrate its platforms more closely, alongside existing options for cross-posting between Facebook, Instagram, and WhatsApp.
More Visibility, But Use With Care
While sharing Threads content to Instagram Stories may indeed boost reach, it’s worth remembering that not all content translates effectively between platforms. The casual, text-based tone of Threads posts may not always align with the visual, curated feel of Instagram Stories.
Just because you can cross-post doesn’t mean you should. Content should be tailored to suit each platform’s audience and format to have the desired impact.
Still, with Threads now surpassing 350 million monthly users, Meta’s move reflects its ongoing efforts to keep users engaged within its ecosystem and to turn Threads into a more visible, widely used platform in its own right.
If you’ve found this helpful, share it with your network or drop me a message with your thoughts and feedback. Until next time, keep shining and be creative online!
Natty Bernasconi | Instagram Expert & Educator
Social Media Strategy for Lifestyle Businesses & Creators
Empowering brands with tailored Instagram strategies and aesthetic-driven insights. Follow for weekly tips, industry updates, and coaching designed to elevate your brand’s online presence—making it as captivating as it is strategic.