Recently, social media platforms have rolled out a wave of updates that are already changing the online space. Behind-the-scenes tweaks are making it easier to reach your audience, stay engaged and keep your scroll feeling fresh.
Social media platforms are getting a summer glow-up, and here’s what you should know.
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INSTAGRAM TESTS LIKE COUNTS FOR INDIVIDUAL FRAMES IN A CAROUSEL
Instagram is testing a new feature that shows like counts for individual frames within a carousel post, giving creators and brands more insight into which images or videos resonate most with their audience. Instead of a single like total for the entire post, users will be able to see which specific slide attracted the most engagement.
This update adds a layer of analytics that could help content creators understand what truly captures the attention of their audience so they can leverage it in the future for maximum impact with their posts.
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LINKEDIN SHOWS THE NUMBER OF CLICKS ON EACH LINK IN A POST
LinkedIn is introducing a new analytics feature that displays the number of clicks each individual link in a post receives. Rather than offering just a broad engagement count, this update gives users a clearer picture of which specific links are driving the most interest. This added transparency helps marketers understand exactly which links are performing, rather than relying on general engagement metrics.
Knowing what your audience is clicking on helps you get a more granular look at user behaviour so you can fine-tune your messaging, test different formats and optimise link placement for better results.
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INSTAGRAM CONTENT CAN NOW BE SEEN ON GOOGLE
Instagram content is now becoming more discoverable outside the app, with Google beginning to index certain posts in search results. This means that public Instagram content, including photos and Reels, can appear when users search relevant topics on Google. This opens up a new layer of visibility beyond the platform itself.
With this change, good SEO practices in social media are more important than ever. Well-crafted captions, strategic hashtags and relevant keywords can help your Instagram posts rank in search, just like blog content or websites.
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TIKTOK IS NOW TESTING SCHEDULING
TikTok is now testing a native post scheduling feature directly within the app. This long-requested update could streamline content planning and make it more creator-friendly. Up until now, scheduling posts required third-party tools or the desktop version of TikTok, creating extra steps and limitations for mobile users.
If rolled out, this feature would be a major win, especially for social media managers and content creators who are looking to stay consistent and strategic with their uploads. This is especially important on TikTok where the algorithm rewards regular, relevant and engaging content.
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LINKEDIN BACKTRACKS AN ALGORITHMIC FEATURE WHERE OLD POSTS SHOW IN-FEED
LinkedIn recently backtracked on a mid-June experiment that placed older content at the top of users’ feeds. The experiment invited widespread criticism for making the platform feel stale and disconnected from real-time professional updates.
Originally, the intent was to highlight high-value posts like career milestones or insightful industry posts, however, users voiced their frustration over outdated selfies and old job announcements dominating the feed.
In response, LinkedIn adjusted the algorithm and clarified that any appearance of older posts was part of a temporary test, reiterating its commitment to balance relevance with freshness.
This update particularly showcases how algorithmic shifts can influence content visibility and user engagement.
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X SEES A REVENUE BOOST AFTER THE LAUNCH OF ITS LATEST AI TOOLS
As advertising revenue remains down, X is growing increasingly reliant on AI tools to generate income. That shift has already begun delivering results, with AI subscriptions and companion features pushing both engagement and paid usage.
As X builds on their AI features, businesses may find new ways to integrate tools like Grok into marketing or customer engagement strategies, especially if these tools continue converting attention into actual revenue.
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INSTAGRAM IS STARTING TO ROLL OUT BEING ABLE TO POST REELS OF UP TO 20 MINUTES
Instagram is now rolling out support for Reels up to 20 minutes in length. This update opens the door for longer, more in-depth content.
Why does this matter?
With more time, your content becomes more versatile and valuable. Brands can build deeper narratives, educators can deliver complete lessons and influencers can share better behind-the-scenes experiences. All this content will be within a format that still benefits from Reels’ algorithmic boost.
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LINKEDIN RELEASES REPORT ON BRAND BUILDING TIPS FOR B2B MARKETERS
LinkedIn released a report highlighting the growing importance of trust in B2B marketing. 94% of marketers claim this as the most critical factor in long-term success.
Rising engagement and shareability are two of the most essential aspects of growing this trust between business and consumer, and the report points to short-form video as an effective tool.
The report also emphasises the importance of authentic storytelling and creator partnerships as key tactics. These real customer stories and collaborating with trusted industry voices helps to humanise brands and build credibility.
For B2B marketers, LinkedIn’s message is clear: focus on trust, keep it real and make short video a central part of your strategy.
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YOUTUBE NOW ALLOWS THE A/B TESTING OF VIDEO TITLES
YouTube has officially expanded its Test & Compare feature to include A/B testing for video titles. Now, creators can upload up to three title variations per video which are automatically shown to different audience segments. YouTube then evaluates each title’s performance using metrics like click-through rate and watch time per impression. It will then select and apply the most effective title at the end of the test.
This gives creators more data-driven control over two of the most critical elements that influence video performance: titles and thumbnails.
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LINKEDIN SHARES MORE INFO ON THE USE OF HASHTAGS
LinkedIn recently shed light on how its hashtag system works in 2025, moving them from growth hacks to strategic tools.
While hashtags once drove audience reach, their influence has declined as LinkedIn’s algorithm can now infer what your post is about without the need for hashtags to tell it, reducing the need to overload your content with hashtags.
However, that being said, hashtags haven’t been entirely retired. Now, the emphasis is just on quality over quantity. LinkedIn recommends using 3–5 targeted hashtags to help with searchability, categorisation and clarity.
Relevant, thoughtfully placed hashtags can enhance readability, bring clarity and make content easier to search. They can be embedded mid-sentence to add rhythm or included at the end to work better for categorisation.
BONUS UPDATE- Editing a post after on Instagram does not impact reach, confirms Adam Mosseri.
This wave of social media updates illustrates how platforms are becoming smarter, more user-focused and increasingly geared toward meaningful engagement over vanity metrics. Staying current with these changes is key to optimising your use of the platforms, and we’re here to help you with that.