October has arrived, and social media can’t quite decide which season it’s in. Feeds are full of pumpkins, costume reveals and spooky-season content, while behind the scenes most brands have already moved on to Christmas.
The platforms have clearly noticed. This month’s updates lean heavily into discovery, shopping and faster ways to create content, all designed to help brands get ahead before the festive spending properly kicks in.
Missed last month’s roundup? Catch up on the September 2026 social media updates here.
Instagram shares new Reels creation guide
Instagram has published an updated guide designed to help creators and brands make more effective use of Reels, covering creative options, editing features and distribution opportunities.
While the guide is aimed at a broad audience, it provides useful reminders around the fundamentals that continue to drive successful short-form video content.
Key takeaways include:
- Experiment with Instagram’s creative tools and editing features to make content more engaging.
- Consider how the first few seconds of a Reel can capture attention.
- Use platform-native features to increase discoverability and encourage interaction.
- Think about distribution as part of the creative process, not an afterthought.
For brands, the update reinforces the importance of building content specifically for social platforms rather than simply repurposing existing assets. With Reels remaining a key driver of reach and engagement, understanding how audiences consume short-form video is essential for social strategies in 2026.
LinkedIn explores creator discovery tools for B2B brands
Creator marketing is no longer limited to consumer brands. LinkedIn is testing new Creator Discovery features to help B2B marketers find relevant creators through its Creator Marketplace.
The move reflects a wider shift towards creator-led influence in professional spaces, where trusted voices can help brands build credibility with decision-makers.
According to LinkedIn, 63% of B2B buyers rely on creators for research and insights early in their buying journey.
For brands looking to strengthen their thought leadership, this highlights the growing opportunity to partner with credible experts who already have meaningful relationships with niche audiences.
Meta brings AI agents closer to content creation
AI continues to dominate platform updates, with Meta exploring how its Muse AI agents could support creators and users across its ecosystem.
The technology could help creators with tasks such as content planning, trend analysis and managing elements of their social presence. However, adoption will depend heavily on trust, particularly as AI tools become increasingly integrated into everyday digital experiences.
Meta is also addressing concerns around AI privacy as it expands its range of always-on AI-powered products and wearable devices.
For marketers, the opportunity is clear: AI could unlock greater efficiency, but brands will need to balance automation with authenticity.
LinkedIn shares insights into Gen Z professionals
LinkedIn has published new research exploring how Generation Z professionals are approaching networking, workplace relationships and building connections online.
The research highlights that while younger professionals are highly comfortable using digital platforms, many are still navigating how to build meaningful professional relationships and engage authentically in workplace communities. Pasted text
For brands and employers, the insights provide a useful reminder that connecting with younger audiences requires more than simply appearing on the right platforms. Content needs to feel genuine, valuable and aligned with the way Gen Z builds trust and relationships online.
Google has introduced new Demand Gen advertising features
Shopping continues to be a key focus for social platforms, with Google introducing new Demand Gen advertising features designed to make product discovery and conversion easier.
Updates include AI-powered assistance alongside product feeds, one-click ads on YouTube Shorts and promoted location pins on Google Maps.
Meanwhile, YouTube is testing new product tag placements within shopping affiliate content, allowing product labels to adapt depending on viewer behaviour.
As social commerce becomes increasingly embedded into the customer journey, brands should consider how content, community and conversion can work together.
Instagram expands collaboration opportunities
Instagram has introduced a new feature allowing users to add posts they are tagged in directly to their profile grid.
The update creates more opportunities for creators and brands to showcase partnerships, strengthen social proof and amplify collaborative content.
This supports a wider trend we continue to see across social: audiences increasingly respond to content that feels authentic, community-led and created with trusted voices.
Creator collaborations continue to drive results
New research from Emplifi highlights the continued impact of creator-led collaborations on Instagram. The study found that creator-published collaborations outperform brand posts and brand-published collaborations.
The research analysed more than 520,000 posts from 3,791 brand profiles, with 73% of brands using Instagram’s collaboration feature.
The takeaway for brands? Influencer marketing is moving beyond awareness. The right creator partnerships can help brands build trust, increase engagement and create content that feels native to the platforms audiences already use.
LinkedIn updates its AI writing tools
LinkedIn has replaced its AI-powered post enhancement tool with Post Proofreader, a feature designed to help Premium users refine their posts before publishing.
The change reflects a wider industry conversation around AI-generated content and the importance of maintaining quality and authenticity online.
For brands using LinkedIn as part of their thought leadership strategy, AI can support the creative process, but human expertise remains key.
Meta launches new business subscription packages
Meta has introduced Meta One for Business, a set of subscription packages offering access to AI-powered tools, competitor insights, audience data and content recommendations.
The update signals Meta’s continued push towards premium tools for businesses, giving brands more options to optimise their presence across Facebook and Instagram.
As platforms increasingly introduce premium business tools, brands will need to consider where paid features genuinely improve performance rather than simply adding more complexity to their workflows.
Pinterest shares insights into men’s trends
Pinterest has shared new insights into emerging trends among male users, highlighting growing interest across areas including wellness, hobbies, grooming and social experiences.
Key trends identified by Pinterest include:
- Reset Retreats: Men are increasingly searching for ways to disconnect and recharge, with interest in wellness retreats (+83% year-on-year) and road trip ideas (+126%).
- Sporty Socials: Social activities built around sport are gaining traction, including searches for Hyrox (+193%) and padel events (+47%).
- Workshop Weekend: Creative hobbies and hands-on projects are growing in popularity, with searches for easy woodworking projects (+316%) and whittling projects for beginners (+190%).
- Analog Entertaining: Home-based social experiences are also rising, including record player setups (+223%), coffee bar stations (+56%) and charcuterie board designs (+390%).
- Precision Grooming: Interest in men’s beauty and grooming continues to grow, with searches for men’s skincare products up 280% and red light masks up 156%.
YouTube shares guidance for content pivots
YouTube has published advice for creators looking to change their content direction while retaining audiences.
Although aimed at creators, the principles also apply to brands looking to refresh content pillars or evolve their social strategy.
For brands, the insight is that social strategies should not stay static. Audiences, trends and cultural conversations change quickly, so brands need to evolve their content while maintaining the core reasons people follow them.
LinkedIn shares tips on Thought Leader Ads
LinkedIn has shared new guidance around its Thought Leader Ads feature, which allows brands to amplify user-generated content and endorsements from individuals.
The update highlights the growing value of employee voices, creators and industry experts in building trust with professional audiences.
For brands looking to strengthen their LinkedIn presence, the feature provides another opportunity to combine paid media with authentic, human-led content.
Facebook tests changes to link sharing
Meta appears to be expanding tests that limit the number of link posts available to some Facebook Pages, with additional link functionality potentially becoming part of its paid business packages.
For brands relying heavily on driving traffic from Facebook, this highlights the importance of diversifying content formats and not relying solely on outbound links.
Reddit shares holiday shopping insights
Alongside its SMB holiday planning guide, Reddit has shared further insights into how users are turning to the platform for product research, recommendations and purchasing decisions.
The platform continues to highlight the role of community conversations and user-generated reviews in influencing consumer behaviour, with Reddit becoming an increasingly important source of product discovery.
Key insights include:
- Consumers are using Reddit discussions to research products and gather authentic opinions before purchasing.
- User-generated recommendations are becoming increasingly valuable as audiences look for trusted, real-world experiences.
- Brands can benefit from understanding the conversations happening within relevant communities rather than relying solely on traditional advertising.
For brands preparing Q4 campaigns, Reddit highlights the importance of showing up in the spaces where consumers are actively seeking advice and recommendations.
Looking ahead, social strategies need to balance technology and trust
October’s updates highlight one clear trend: social media is becoming more intelligent, more commercial and more creator-focused.
From AI-assisted content creation to the rise of creator partnerships and smarter shopping experiences, brands that succeed will be those that combine innovation with genuine audience understanding.
At Brandnation, we believe the future of social is built around creativity, culture and connection. By combining platform expertise with insight-led strategy, brands can create content that not only reaches audiences, it resonates with them.
Want to strengthen your social media strategy? Our team of social media specialists can help brands create campaigns that connect, engage and convert.
About the author
Niamh Conneely | Junior Account Manager
With experience across beauty, lifestyle, and tech, working with both B2B and B2C brands, Niamh is passionate about all things social and loves turning strategy into engaging campaigns.
