November is here, Black Friday is on the horizon, and the internet is already getting into the festive spirit. The Christmas wish lists are growing, the shopping carts are filling up, and social media is giving us plenty to talk about.
Missed last month’s roundup? Catch up on the October social media updates here.
Here’s what’s been happening across social in November. Here’s what’s been happening across social in November.
TikTok Shop shares its Black Friday playbook
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.
Black Friday and Cyber Monday are fast approaching, and TikTok is sharing how brands are turning social discovery into sales. Its new Road to Black Friday series looks at how Princess Polly, Dossier and SharkNinja are using TikTok Shop, creator partnerships and LIVE shopping to drive growth.
The scale of some of these strategies is significant. Princess Polly featured in around 6,000 TikTok Shop creator videos in a single month, while fragrance brand Dossier has more than 80,000 creator videos in market and sends product samples to thousands of creators each month. SharkNinja, meanwhile, uses LIVE shopping to demonstrate products, answer questions and gather feedback from potential customers.
And the festive shopping appetite is already building. TikTok reported that #holidayshopping content increased by 263% month-on-month in September, while TikTok Shop sales exceeded $500 million during the four-day Black Friday and Cyber Monday weekend in 2025. The platform also reported 84% year-on-year sales growth among sellers hosting livestreams.
For brands, the takeaway is that social commerce is about more than simply putting products in front of audiences. Creator recommendations, demonstrations and real-time conversations can all help turn product discovery into a purchase. The challenge is finding the right mix of content, creators and investment for your audience.
Instagram tests 90-minute videos
Instagram is testing a new feature called Features, which could allow selected creators in the US and Brazil to upload horizontal videos of up to 90 minutes directly to the platform.
It marks a potential shift beyond Instagram’s usual short-form Reels format, opening up more opportunities for podcasts, interviews, tutorials and behind-the-scenes content. Viewers could discover shorter clips before tapping through to watch the full video, while longer content could also appear in Explore.
For brands, this could create new opportunities for influencer marketing, particularly when working with creators who already produce longer-form content. Rather than squeezing a brand integration into a short Reel, there could be more room for in-depth storytelling and partnerships that feel more natural to the format.
For now, the feature remains in testing, so it’s one to watch as Instagram continues to develop its video offering.
The ASA updates its influencer advertising guidance
The Advertising Standards Authority (ASA), working with the Competition and Markets Authority (CMA) and industry stakeholders, has published the fourth edition of its Influencers’ Guide to Making Clear That Ads Are Ads.
Three key updates to know:
- Be careful with labels such as “Sponsored” or “Gifted”: The guidance highlights that terms such as “Sponsored”, “Spon” and “Sp” may not clearly communicate that content is advertising. Recommended labels include #Ad, #Advert, #Advertising, #Advertisement and #AdvertisementFeature. Disclosures should be clear and prominent from the outset.
- Genuine reviews matter: Influencers must not claim to have used a product if they haven’t. Reviews should reflect genuine experiences, and relevant information about incentives or differences in the product experience must not be concealed.
- There is greater enforcement risk:
The Digital Markets, Competition and Consumers (DMCC) Act gives the CMA direct enforcement powers, including the ability to impose financial penalties for breaches of consumer law. Brands, agencies and influencers all have responsibilities, making it worth reviewing existing processes and contracts.
For brands investing in influencer marketing, clear disclosures and transparent partnerships remain essential. Getting the details right from the start can help protect both audience trust and brand reputation.
Google's data-backed secrets to cheaper Black Friday shopping
Google’s new When to Buy guide uses shopping trends from 2025 to highlight when consumers are likely to find deals across major product categories. For marketers, this offers another source of insight when planning promotional activity and deciding when to reach audiences during the busy retail period.
When to buy category
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Electronics, video games and consoles: Black Friday weekend offers a strong balance of product availability and promotional pricing.
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Fragrances: Shop during the first two weeks after Black Friday weekend, before stock and deals begin to drop off.
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Handbags: Mid-December offers a balance of choice and discounts, while late December can bring lower prices on remaining stock.
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Travel accessories: November’s Black Friday deals are a good time to shop for packing cubes and smaller travel essentials.
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Suitcases: Look to late December for deeper clearance discounts.
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Tech toys and electronic toys: The final weeks of December can bring the steepest markdowns before the holidays.
YouTube explores how creators are using AI
YouTube’s latest Culture & Trends report explores how creators are using generative AI to bring new ideas to life, from digital costume changes to placing themselves inside video game worlds and cinematic scenes.
The findings suggest that AI is already becoming part of the creative process. YouTube reported that 72% of surveyed video uploaders use AI on videos or images. Meanwhile, 61% of people aged 14 to 44 who had posted a video in the previous year said they were interested in using AI to insert themselves into video content.
Pinterest and Emma Chamberlain bring a trend to life
Chamberlain Coffee has partnered with Pinterest for a second trend-inspired collaboration, bringing Pinterest Predicts trend Wilderkind to life through a limited-edition almond-flavoured coffee blend, blueberry syrup and merchandise.
Inspired by Emma Chamberlain’s own Pinterest boards, the collection draws on woodland aesthetics, nature and blueberries to shape both the products and their visuals. Pinterest reported that searches for blueberry coffee recipes had increased by 384%, while searches for “coffee brewing aesthetic” were up 160%.
The collaboration shows how brands can take cultural insights beyond the screen. Pinterest provides the trend inspiration, Chamberlain brings her own perspective, and the brand turns those ideas into products people can experience in real life.
For marketers, it’s an example of how trend forecasting can inform more than content calendars. When the connection feels natural, an online aesthetic can become a wider brand experience.
The Victoria's Secret Fashion Show takes over social feeds
Kylie Jenner’s reported $50 million Fantasy Bra sparked debate about the decision to give such an iconic piece to a celebrity rather than a runway model. The Victoria’s Secret Fashion Show gave the internet plenty to talk about, but TikTok has taken things a step further.
Creators jokingly turning down their own Victoria’s Secret runway moment, putting a very real-life, very relatable spin on the glitz and glamour. Because apparently, not everyone can make the show. Some of us have other commitments…
It’s a fun reminder of how quickly a major cultural moment can become a trend of its own. The show might deliver the spectacle, but it’s the humour and creativity of the TikTok community that keep the conversation going long after the runway ends.
Social media is becoming more connected
This month’s updates highlight how social media continues to evolve beyond the feed. Longer-form video, AI-assisted creativity, creator-led shopping and online communities are changing how audiences discover content, engage with brands and make purchasing decisions.
For brands, the opportunity is to connect these developments to a wider social media strategy. The platforms and formats may change, but understanding your audience, creating relevant content and building meaningful relationships remain central to effective social media marketing.
At Brandnation, we believe the strongest campaigns bring creativity, culture and connection together. By keeping pace with platform updates while understanding what audiences actually care about, brands can make their social media activity work harder.
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