From AI overviews on YouTube to code-locked Instagram posts, the social media landscape is testing, learning and evolving – fast.
Here’s everything marketers, creators and brands need to know about the latest social media updates.
Instagram launches blended reels feature
Instagram’s new ‘Blend’ feature for Reels allows users to create a shared feed with friends based on Reels they send to one another. The feed refreshes regularly with new suggestions.
For brands, this could offer insight into how people are organically sharing content and how to tailor creative accordingly. While the feature is currently mobile-only, it marks another step in Instagram’s push for more personalised discovery experiences.
Instagram is trialling collaborative Stories with ‘Storylines’
‘Storylines’ enables friends who follow each other to link their stories together to create shared narrative. The user who starts the Story can grant access to other users to kick it off.
Head of Instagram Adam Mosseri spoke in January about the Instagram’s focuses for the year, sharing on the platform: “This year, we’re focused on two main things that have always been at the heart of Instagram: creativity and connection,”
“For creativity, we want to make sure our creative tools are best in class, embrace new technologies, and do more to reward original content.”
“And to help people connect with friends over the things they discover on Instagram, we’re going to double down on messaging, make consuming content more interactive and social, and explore new ways to connect with friends.”
The ‘Storylines’ feature shows the platform’s efforts to increase real-life social connection. For brands, it would be excellent to help build real-time engagement around events and launches, for example, through influencer takeovers.
TikTok tests 'Footnotes' community notes feature
The experimental feature lets users add context to videos that may be misleading or lack crucial information. Notes only appear if contributors with differing views agree on their helpfulness.
This could significantly influence how creators tackle sensitive or nuanced topics and build greater trust across the platform.
YouTube tests AI overviews in search results
YouTube is testing a new AI-powered video carousel that appears after certain search queries, designed to surface the most relevant clips based on what users are looking for. The feature uses artificial intelligence to highlight segments from videos that directly address a user’s query, making content discovery faster and more intuitive.
Currently rolling out to a small group of YouTube Premium users in the US, the test is limited to English-language searches, particularly around product research (such as ‘best noise-cancelling headphones’) and travel planning (such as ‘museums to visit in San Francisco’).
For brands and content creators, this signals a shift toward keyword-rich, searchable content and well-structured videos, as the AI will likely favour clear, informative segments that align closely with user intent.
Instagram grid preview now in testing
Instagram is testing a post preview tool that lets users see how new content will look on their grid before it’s published.
While subtle, this could be key for creators and brands maintaining cohesive visual strategies.
Instagram tests Reel sorting feature
The new feature lets users filter someone’s Reels by ‘most viewed’ or ‘latest’.
This is especially useful for brands and agencies evaluating influencers. It helps surface a creator’s best-performing work quickly so brands can understand their style and audience appeal.
Instagram tests lockable posts with secret codes
The code-locked posts can only be accessed by specific users in the know.
For brands, this could open new creative territory for limited drops, early-access content or loyalty rewards.
Canva adds LinkedIn video templates
Canva’s new video templates include overlays and effects that align with LinkedIn best practice for design and engagement.
The templates will help B2B marketers produce high-quality, story-driven video content faster.
Meta shares Facebook DM ad tips
Meta has shared new guidance for optimising direct messaging ads on Facebook. Recommendations include clearer CTAs, visible links, and syncing product catalogues to boost performance.
With DM ads becoming a popular conversion tool, small changes could deliver big results for marketers focused on one-to-one engagement.
YouTube Shorts surpasses 70 billion daily views
Short-form content is booming on YouTube. The platform has issued content ideas for brands and creators in their ‘guide to getting started with YouTube Shorts’.
Their recommendations include behind-the-scenes clips, tutorials, skits and trending challenges.
YouTube has also stressed the importance of strong thumbnails, attention-grabbing titles and relevant hashtags.
For brands, Shorts offers a low-lift way to reach wider audiences without the demands of long-form video.
LinkedIn launches content tips microsite for B2B marketing
LinkedIn has debuted a new microsite offering tips on what to post and how to post it. The suggestions can be tailored by content format, for example, text posts or carousels.
It’s a handy resource to help marketers and brands refresh their B2B content strategy with a performance-driven approach.
Meta shares Gen Z report
Meta recently shared a breakdown of what’s working with Gen Z:
- Sharing content
- Short-form video
- Curated experiences
According to Meta, 81% of Gen Z users turn to Reels for learning and shopping.
Brandnation’s Senior Social Media Executive Niamh Conneely says, “If your content isn’t made for sharing, it’s not making the cut. It’s all about relatable, repeat exposure across platforms, especially video.”
Instagram’s CEO shares insight into the Instagram algorithm
In January, Adam Mosseri clarified how Instagram works in practice:
- Feed is for discovery, not friends
- Hashtags don’t boost like they used to
- Sudden reach drops aren’t always related to the algorithm
Brands should focus on creating consistent, valuable content that sparks engagement through entertainment.
Threads’ growth accelerates while X and Bluesky see slower take up
Meta’s Threads app is rapidly growing, surpassing 350 million monthly active users as of Q1 2025. That’s a 30 million user increase in just one quarter and a notable jump from the 20 million gained in Q4 2024.
By contrast, X (formerly Twitter) remains flat at around 600 million users, and Bluesky’s uptake has slowed. If current trends continue, Threads is on pace to overtake X by the end of 2025.
Brands should now be treating Threads as a serious player in their social media mix, especially for real-time conversations and community-building.
About the author
Natalie Clement | Digital
Marketing Executive
With international experience as a digital marketer, writer, and editor, Natalie has worked across sectors including lifestyle, technology, and tourism.
