Instagram Prioritizes “Views” as the Key Metric

Instagram has updated its analytics to highlight views as the primary performance metric across all content formats—Feed, Reels, and Stories. This change fosters a unified approach to measuring content reach, rather than distributing emphasis among likes, comments, or shares.
Creators and brands should now tailor strategies toward formats and hooks that maximize view counts and viewing time. As views become the main currency, visual storytelling and concise messaging will be essential.

Source: https://vamp.com/blog/social-media-updates-august-2024/

Instagram Supports Up to 20-Frame Carousels & Tests Portrait Grid Layout

Instagram doubled the carousel limit from 10 to 20 frames, enabling richer storytelling and product showcases within a single post. Alongside this, the platform is testing a vertical (portrait) grid layout on profiles—perfect for Reels and tall imagery.
These developments offer creators more creative flexibility: long-form narratives in carousels and grid formats optimized for immersive video-first feeds. Visual branding should be adjusted to look great in portrait chained rows.

Source: https://vamp.com/blog/social-media-updates-august-2024/

TikTok Explores ‘Explore’ Tab, Amazon Integration & Group Chats

TikTok is expanding its Explore tab for better content discovery, helping users find trending topics beyond algorithmic recommendations. It also introduced group chats (up to 32 users), fostering stronger communities.
For ecommerce, TikTok Shop now integrates directly with Amazon, allowing in-app purchases and streamlining the user’s shopping experience. These updates deepen content discovery, communication, and commerce—making TikTok more like an all-in-one platform.

Source: https://vamp.com/blog/social-media-updates-august-2024/

X Tests Removal of Like/Retweet Buttons & Adds Payment Integrations

X (formerly Twitter) began testing the removal of engagement buttons from replies—users may only see view counts unless they tap to expand replies. This shift focuses attention on content quality rather than popularity.
Additionally, X is working on in-app payment options, a move toward becoming an ‘everything app.’ Brands and creators should prepare for evolving monetization and deeper audience loyalty opportunities through transactional features.

Source: https://vamp.com/blog/social-media-updates-august-2024/

LinkedIn Launches Verified Company Badges & Sponsored Newsletters

LinkedIn introduced verified badges for company pages, enhancing trust and credibility in a competitive ecosystem. Meanwhile, it rolled out sponsored user-generated newsletters—allowing brands to tap into trusted voices via paid partnerships.
These updates benefit B2B marketers and recruiters by highlighting authenticity and fostering branded collaborations in trusted, professional content formats.

Source: https://vamp.com/blog/social-media-updates-august-2024/

Meta Tests “Clear Mode” for Reels on Facebook & Instagram

Meta introduced a “Clear Mode” option in Reels, which removes on-screen buttons and captions to create a distraction-free viewing experience. This benefits creators who integrate text or visuals at the bottom of their videos—ensuring these elements remain visible.
By streamlining the UI, Meta gives users a more immersive way to watch content, aligning its platforms closer to TikTok’s minimalist approach.

Source: https://vamp.com/blog/social-media-updates-july-2024

Instagram Now Supports Up to 20 Audio Tracks in Reels

Instagram upgraded Reels by allowing users to layer up to 20 audio tracks per video. This enhances storytelling flexibility—enabling mashups, voiceover transitions, or layered sound design.
Creators can now craft dynamic audio experiences directly in-app, eliminating the need for external editing software and fueling richer creative output.

Source: https://vamp.com/blog/social-media-updates-july-2024

TikTok Introduces AI-Driven Ad Creators with Avatars

TikTok’s Symphony AI ad suite now lets brands generate influencer-style ads using AI avatars that showcase products in immersive, branded scenarios—without needing human talent.
AI actors can model clothing, demonstrate apps, and deliver dialogue, enabling scalable, cost-effective campaigns. While creators gain editing and ideation support, the rise of synthetic influencers also sparks debate over authenticity.

Source: https://www.theverge.com/news/684572/tiktok-ai-advertising-videos-try-on-product-placement

Instagram Tests Chat Widgets in DMs

Instagram is exploring new chat widgets within DMs—including features like countdowns, pinned media, and time zone displays. These tools foster more structured and interactive conversations, particularly useful for brand campaigns or collaborative projects.
By embedding engagement features directly into chats, Instagram strengthens its DMs as a powerful communication and planning hub.

Source: https://vamp.com/blog/social-media-updates-july-2024

X (Formerly Twitter) Makes Likes Private

X moved forward with its major privacy update: likes are now no longer visible to others. Users can still see how many likes their own posts get, but the public cannot view others’ like activity. This improves privacy and reduces audience scrutiny, letting users engage more freely without concern for public perception.
For brands and influencers, while vanity metrics remain visible on their own posts, engagement analysis will shift more toward views and personalized insights.

Source: https://vamp.com/blog/social-media-platform-updates-june-2024/

Meta Tests Cross‑Posting Instagram Stories to WhatsApp Status

Meta began beta testing a cross-posting feature that allows Instagram Stories to be automatically shared as WhatsApp Status. With WhatsApp Status reaching over half a billion monthly users, this integration simplifies content distribution across platforms and expands reach effortlessly.
This feature can help creators and businesses maximize visibility with minimal effort—one Story, two powerful distribution channels.

Source: https://vamp.com/blog/social-media-platform-updates-june-2024/

TikTok Rolls Out AI-Generated Virtual Avatars for Brands

TikTok’s Symphony AI suite now supports fully AI-generated virtual influencers for marketing campaigns. Brands can empower avatars to model products, deliver messaging, and even livestream—all with lifelike realism and without traditional influencer contracts.
The move supports scalable, evergreen campaigns and provides brands with 24/7 content creators—though some worry this may sideline human influencers.

Source: https://vamp.com/blog/social-media-platform-updates-june-2024/

Messenger Enhances Shared Albums & Collaboration Tools

Messenger added a new Shared Albums feature, enabling groups to collaboratively save and organize photos—a useful tool for team projects, campaigns, or community-led content.
By integrating visual collaboration directly into chat threads, Messenger becomes a creative planning hub, reducing friction and tool-switching for content creators and marketers.

Source: https://vamp.com/blog/social-media-platform-updates-june-2024/

TikTok Tests Image Search in TikTok Shop

TikTok Shop began testing image-based product search, allowing users to upload an image and find matching or related products directly within the app.
This visual discovery tool could ramp up impulse purchases and streamline ecommerce integration—turning organic content into direct shopping opportunities.

Source: https://www.jckonline.com/editorial-article/social-media-updates-june-24/

Meta Rolls Out AI Ad-Generation & Feed Assistant

Meta stepped up its AI-powered tools across Facebook and Instagram ads, offering marketers generative image creation, automatic image expansion, and text overlay—simplifying high-end ad designs in seconds.
Additionally, a new AI “assistant” feature in users’ feeds now provides contextual tips, prompts, or relevant facts about the content they’re viewing—promoting discovery and deeper engagement.

Source: https://sociallypowerful.com/post/monthly-social-updates-may-2024

Instagram Tests “Peek” for Unedited, View‑Once Photos

In a nod to “authenticity-first” trends, Instagram introduced a prototype called “Peek,” allowing users to share raw, time-sensitive photos that auto-delete after one view.
Unlike regular uploads, Peek captures must be taken live—no gallery access or filters—emphasizing genuine moments over polished content.
This experiment hints at Instagram exploring spontaneous, real-time expression like BeReal or Snapchat.

Source: https://sociallypowerful.com/post/monthly-social-updates-may-2024

TikTok Innovates with Hour‑Long Videos & Creative Collabs

TikTok is testing expanded video formats, including hour-long uploads—offering room for more in-depth storytelling, documentaries, or educational content.
Additionally, a collaboration feature allows two accounts to co-author a single piece of content, sharing ownership and engagement on both profiles—empowering creator partnerships.
These updates strengthen TikTok’s versatility for diverse storytelling and collaborative creativity.

Source: https://sociallypowerful.com/post/monthly-social-updates-may-2024

Instagram Algorithm Update Favors Small Creators

Meta announced a major Instagram algorithm shift that prioritizes original posts and boosts visibility for smaller creators. Reposts, aggregators, and non-original content are deprioritized in explore and Reels feeds.
The algorithm now rewards originality, further leveling the playing field and encouraging fresh voices to thrive organically—especially beneficial for micro-influencers and emerging voices.

Source: https://sociallypowerful.com/post/monthly-social-updates-may-2024

Facebook & Instagram Roll Out Notes Enhancements

Facebook and Instagram have upgraded “Notes,” allowing users to now like and mention users within text-based posts.
This brings a richer layer of interaction to static-style content, encouraging deeper discussions and community building within note conversations. These enhancements position Notes as a more dynamic channel for engagement—melding simplicity with social interactivity.

Source: https://sociallypowerful.com/post/monthly-social-updates-may-2024

Meta Integrates “Ask Meta AI” into Instagram Search

Meta revamped Instagram’s search experience by integrating the “Ask Meta AI” chat assistant. Users can now ask questions directly in the search bar and receive AI-generated answers, image suggestions, and real-time content—without leaving the app.
This innovation turns Instagram into a more interactive, discovery-focused platform, reinforcing its role as a content hub. It empowers brands and creators to optimize for conversational discovery and opens new avenues for engagement.

Source: https://karmajack.com/metas-ai-powered-search/

TikTok Launches “TikTok Notes” for Captioned Photos

TikTok introduced TikTok Notes, allowing users to share captioned still images and carousel-style posts, rivaling Instagram’s Notes feature. This encourages creators to experiment with text-focused content while still benefiting from TikTok’s full algorithmic reach.
The feature supports headlines and richer static content, giving creators an alternative way to reach audiences and add variety to their content mix.

Source: https://sociallypowerful.com/post/monthly-social-updates-april-2024

Messenger Adds Shared Albums for Group Collaboration

Messenger received a new Shared Albums feature, letting users co-create galleries for events, campaigns, or memories within chat threads. This collaborative tool is perfect for brands engaging with communities or influencers curating multi-shot content.
It enhances teamwork and content planning directly within the messaging ecosystem, reducing the need to switch platforms.

Source: https://sociallypowerful.com/post/monthly-social-updates-april-2024

Instagram Algorithm Shift Favors Smaller Creators

Instagram tweaked its recommendation algorithm to give a boost to small and mid‑size creators, helping their content surface more frequently on Explore and Reels.
This shift aims to reduce reliance on mega‑influencers, diversify content reach, and make discovery more equitable. Brands and agencies should consider tapping into this wave by prioritizing collaborations with niche creators.

Source: https://www.adobe.com/express/learn/blog/social-media-news-april-2024

Meta Expands AI-Generative Tools Across Apps

Meta broadened its AI tool suite across Facebook, Instagram, WhatsApp, and Messenger—offering image generation, prompt-based search, and chat features through Llama 3.
It continues Meta’s cross-platform AI rollout from early 2024, aimed at enabling creators and businesses to execute creative workflows directly within the apps—no external tools needed.

Source: https://about.fb.com/news/2024/04/metas-approach-to-labeling-ai-generated-content-and-manipulated-media/

Instagram Extends Reels to 3 Minutes & Adds Promo‑Code Ads

Instagram pushed Reels beyond the 90‑second ceiling, letting some users publish clips up to three minutes long. The move encourages deeper storytelling, richer tutorials and ad‑style product demos, positioning Reels as a mid‑form rival to TikTok. In parallel, advertisers can now drop single‑use promo codes straight into sponsored posts—turning the ad itself into a trackable purchase driver and simplifying conversion measurement. Early testers report higher tap‑through rates and easier ROI attribution.

Source socialmediatoday.com

TikTok’s New “Creator Rewards” Pays for Search Value

TikTok retired its Creator Fund and rolled out Creator Rewards, a monetization model that scores videos on four pillars: originality, play duration, engagement—and a brand‑new metric, search value. Content that matches what users actively search gets a payout boost, nudging creators toward SEO‑minded production and diversifying beyond For You‑page virality. The same March update added an “influencer audio” library, giving brands pre‑cleared voice clips from top creators for ads.
Source theverge.com

X (Twitter) Starts Hiding Like & Retweet Counts

On X, Elon Musk confirmed an impending UI overhaul that will remove public like‑ and retweet‑tallies from the main timeline, showing only view counts by default. Users must tap a post to see its deeper engagement stats. Musk’s stated goal is a “cleaner” feed, but critics fear it will hamper social proof and real‑time trend spotting. Brands may need to rethink metrics dashboards, and creators could see lower casual engagement as social cues disappear.

Source gizmodo.com

LinkedIn Experiments with Puzzle‑Style In‑App Games

Microsoft‑owned LinkedIn confirmed it is building casual, Wordle‑style puzzle games (codenamed Queens, Inference and Crossclimb) to boost dwell time. Early code reveals company‑wide leaderboards that rank employers by collective scores—turning gameplay into a lightweight team‑building and employer‑branding tool. The feature reflects LinkedIn’s push to make the professional network stickier without diluting its career focus.

Source techcrunch.com

 YouTube Adds Mandatory AI‑Generated Content Label

YouTube introduced a disclosure checkbox for uploads containing realistic AI or synthetic media. Creators must self‑label deepfakes, voice clones or heavily altered footage; YouTube can add a label retroactively if deception risk is high. The badge appears in the description and, for sensitive topics, overlays on the video itself. This policy aims to balance creative freedom with viewer trust as generative tools proliferate.

Source theverge.com

Meta Labels AI‑Generated Images on Facebook, Instagram & Threads

Meta introduced mandatory labeling for AI-generated images to increase transparency and help users distinguish synthetic content in their feeds. This move addresses growing concerns around deepfakes and misinformation, ensuring users are more aware when content is machine-made.
The transparency measure reflects Meta’s responsible AI strategy, reassuring the public about ethical content use. It also sets a precedent for transparency standards that other platforms may soon adopt.

Source: https://about.fb.com/news/2024/02/labeling-ai-generated-images-on-facebook-instagram-and-threads/

TikTok Launches Dedicated Search Shortcut

TikTok made content discovery smoother by adding an optional Search shortcut users can pin directly to their home screens. This reduces friction between launching the app and finding relevant content.
By elevating search visibility, TikTok is encouraging deeper exploration and longer session times beyond algorithmic recommendations—great news for creators aiming to grow via discoverability.

Source: https://www.linkedin.com/pulse/february-2024-social-media-platform-updates-3sixfive-nljmf/

TikTok Tests Auto‑Generated Shop Links in Videos

TikTok is experimenting with auto-generated shopping links in videos, automatically identifying products within content and making them shoppable.
This seamless integration of social commerce aims to transform any creator’s video into a potential storefront, simplifying the buying process and opening new monetization opportunities.

Source: https://thesocialgame.co.uk/blogs/news/februarys-social-media-must-read-updates

YouTube Enhances Playlist Analytics & Content Gap Insights

YouTube rolled out advanced Playlist Analytics, revealing how playlists versus individual videos perform—enabling creators to understand viewer behavior more deeply.
It also added Content Gap Insights in the Research tab, highlighting trending topics creators haven’t yet covered on their channels. These tools help inform strategic content planning and identify growth opportunities.

Source: https://vamp.com/blog/social-media-updates-february-2024/

Meta Enables Polls in WhatsApp Channels & Custom Stickers on Instagram

Meta brought polls to WhatsApp Channels, allowing admins to gather direct feedback from their audiences—perfect for content creators, community leaders, and small businesses seeking real-time insights. Additionally, Instagram introduced a custom sticker tool, enabling users to clip any part of their images and use it in Stories and Reels. This empowers creators to add a personal touch and improve visual engagement with minimal effort.

Source: https://vamp.com/blog/social-media-updates-january-2024/

TikTok Adds In-App Background Removal & Tests AI‑Generated Songs

TikTok rolled out a built-in background removal feature, letting creators replace or edit out backgrounds for a more polished aesthetic without external tools. This update makes video creation more accessible and professional-looking. TikTok also began testing AI-generated songs, enabling creators to generate original music using text prompts—a fun and innovative step toward democratizing music production.

Source: https://vamp.com/blog/social-media-updates-january-2024/

YouTube Expands Thumbnail A/B Testing & Empowers Live-Stream Moderation

YouTube expanded its A/B thumbnail testing, letting creators compare performance across different visuals to optimize click-through rates and engagement. Alongside this, YouTube introduced enhanced moderation tools for live streams, such as improved chat controls and easier access to viewer interaction history. Together, these updates help creators grow their channels strategically while maintaining healthy and interactive live communities.

Source: https://vamp.com/blog/social-media-updates-january-2024/

X (Formerly Twitter) Declares Video‑First Strategy & Adds Video Tab to Spaces

X embraced a video-first approach, stating that video content now dominates user sessions. To support this, X tested embedding a dedicated video tab within the bottom navigation bar, making video discovery seamless. The platform also expanded video support in Spaces Broadcasts, enabling multi-user live video transmission—positioning X as a stronger contender in the dynamic audio‑visual content space.

Source: https://vamp.com/blog/social-media-updates-january-2024/

Meta Unveils “Emu” Generative AI for Text‑to‑Video

Meta introduced Emu, a powerful generative AI model that creates short videos from text or image prompts. Unlike traditional tools, Emu can handle combined inputs, making it ideal for dynamic visual storytelling, marketing creatives, and rapid content prototyping.
This marks a significant step in democratizing video production across Meta platforms and opens new possibilities for brands and creators.

Source: https://blog.adobe.com/en/publish/2023/11/29/november-2023-social-media-updates-ai-tools

Instagram Launches Global Reels Download & Lyrics Feature

Instagram rolled out the ability for users to download public Reels globally, adding a new way to share content while preserving creator credit through watermarked handles.
Additionally, a new lyrics feature lets users add timed song lyrics to their Reels with customizable fonts—boosting music storytelling and fan engagement.

Source: https://blog.adobe.com/en/publish/2023/11/29/november-2023-social-media-updates-ai-tools

WhatsApp Introduces Large Groups & Secret Code

WhatsApp launched voice chat for large groups, enabling participants to join audio discussions without a formal call. This lightweight feature makes community-based engagement smoother and less intrusive.
They also added a Secret Code option for locked chats, offering users more control over their private conversations through a custom passcode.

Source: https://en.wikipedia.org/wiki/WhatsApp#Features_(updated_November_2023)

X Debuts Premium+ with Advert-Free and Verification Perks

X (formerly Twitter) introduced Premium+, a higher-tier subscription offering users an ad-free experience, expanded tweet editing, and enhanced account verification.
This move supports X’s monetization strategy while giving power users a more seamless and premium platform experience.

Source: https://en.wikipedia.org/wiki/X_Corp.#Premium_subscriptions_(November_2023)

Meta Debuts “Meta AI” with Stickers & Glitzy Assistants

At Meta Connect on September 27, Meta launched “Meta AI,” a powerful chatbot framework bringing together stickers, assistants, and personality-driven interactions across Facebook, Instagram, Messenger, and WhatsApp.
Users could generate AI-tailored stickers from text prompts and co-create or restyle images with new editing tools like Restyle and Backdrop. Additionally, Meta introduced over two dozen AI personas—modeled on celebrities like Snoop Dogg and Tom Brady—designed for immersive engagement and conversation.
This rollout reflects Meta’s push to merge conversational AI with expressive creativity, benefitting both consumers and brands with deeper, automated touchpoints.

Facebook Offers Multiple Profiles

Facebook rolled out multiple personal profiles, allowing users to create up to four different personas under one account. This lets people separate personal, professional, hobbyist, or niche personas without juggling multiple logins.
The feature promotes privacy and tailored interaction, enabling users to engage relevant communities while keeping distinct audiences apart.
A strategic move for Meta, it encourages nuanced engagement while expanding data capture across varied user contexts.

Instagram Tests “Hide Likes” & Adds Reels “Following” Filter

Instagram began testing features to hide like counts from others, giving users control over who sees engagement metrics. This shift nudges the platform towards accountability and mental wellbeing.
Simultaneously, Instagram introduced a “Following” filter in Reels, featuring short-form videos strictly from followed accounts—providing an effective way to beat algorithm fatigue.
These updates underscore Instagram’s balance between personal privacy and user control in consumption.

TikTok Rolls Out AI Labels & Enhanced Attribution Tools

TikTok began labeling AI-generated content to boost transparency and trust in the face of deepfake risks.
AI Attribution Analytics were also introduced, offering enhanced insights into ad performance and source tracking. Creators and advertisers can now analyze campaign origins and optimize ROI with more accuracy.
This underlines TikTok’s commitment to trust and precision in the age of AI.

WhatsApp Channels Launch & Global AI Assistant Begins

WhatsApp expanded its Channels feature globally in September 2023, enabling public broadcast-style messaging for creators, businesses, and public figures. This showcases WhatsApp’s move from private chat to broader community reach.
Behind the scenes, Meta began introducing AI smart assistants within WhatsApp. These bots can answer user questions, help manage channels, and even generate images—melding productivity with personalization.
This enhanced ecosystem signals WhatsApp’s evolution from a simple messenger into a multifaceted platform.