Over the past two weeks, platforms have focused on utility, creator support, and AI integration. Meta is testing premium subscriptions, expanding AI translations, and restricting teen access to AI bots. YouTube has improved mobile video management, introduced AI-powered avatars for Shorts, and refined search filters.
Google has upgraded advertising tools and integrated Gemini AI across apps, while LinkedIn has expanded AI job discovery to new languages. Messaging, discovery, safety, and monetisation remain the focus, reflecting a trend toward structured, practical, and safer social media experiences.
Meta
Premium subscriptions across Instagram, Facebook, and WhatsApp
Meta is testing premium subscriptions that offer early access to tools, enhanced customization, and priority support across its main apps. This feature targets creators, power users, and brands seeking exclusive functionality beyond free accounts. By rolling it out across Instagram, Facebook, and WhatsApp, Meta explores monetisation opportunities beyond advertising while keeping active users engaged.
Creators may get advanced analytics and posting tools to better manage content and audience interaction. Users could access interactive features or premium content, increasing engagement and retention. Brands could benefit from a highly engaged user base, improving campaign efficiency. Overall, this reflects Meta’s strategy of delivering value-driven experiences while generating revenue.
Insight: Premium subscriptions could boost engagement, attract creators, and open new revenue streams for Meta.
AI translations for Reels in more languages
Instagram Reels now supports AI-powered translations across more languages, enabling global audiences to access content without manual translation. This helps creators expand their reach and allows brands to communicate with international markets more efficiently. By automatically translating captions and audio, users from different regions can engage with content they would have otherwise skipped.
This increases discoverability and interaction, and helps creators maintain consistent engagement across diverse audiences. Global content becomes easier to consume, creating more inclusive user experiences. For brands, this reduces the need for manual translation while supporting cross-border campaigns.
Insight: AI translations improve reach, engagement, and global accessibility for creators and brands alike.
Teen AI bot restrictions
Meta has blocked teen users from accessing AI bots that could generate inappropriate content, while adults still have full access. This update prioritises safety and responsible AI use, especially for younger audiences. Teens are protected from potentially harmful outputs while the platform continues to offer AI features for adults.
For creators and power users, AI tools remain fully available for content creation and engagement. This measure also strengthens parental trust in Meta platforms. It reflects the company’s commitment to balancing innovation with safety, particularly as AI becomes more embedded in social media experiences.
Insight: Teen restrictions improve safety while maintaining AI utility for adult users and creators.
Threads expands advertising globally
Threads now allows brands to run paid campaigns across global markets. This enables businesses to reach wider audiences and target international users more effectively. The expansion enhances monetisation opportunities for Threads and complements Meta’s advertising ecosystem on Instagram and Facebook. Brands can test campaigns, measure engagement, and optimise targeting in new regions. For users, ads remain relevant and better targeted. The move positions Threads as a viable platform for global brand campaigns, not just a companion app to Instagram.
Insight: Global ad expansion allows brands to reach international audiences and strengthens Threads as a marketing channel.
Instagram-specific updates: Friend count redefinition and Edits app improvements
Instagram is experimenting with how “friends” are counted in follower metrics to provide a more meaningful representation of social connections. This helps creators and brands understand engagement more accurately. The Edits app now supports internal linking, storyboard planning, and new visual/audio effects, streamlining content creation. Creators can plan sequences, connect posts, and produce polished content faster. This improves workflow efficiency and allows brands to maintain cohesive campaigns. It also encourages more creative experimentation on Instagram.
Insight: Updates enhance content planning, community insights, and creator productivity.
Snapchat
Family Center insights
Snapchat has expanded Family Center to provide parents with more detailed analytics on teen activity, including usage patterns and privacy settings. This allows guardians to monitor engagement and guide safer social media habits. Teens remain able to interact freely, but parents gain a clearer understanding of app usage. This strengthens trust and accountability while keeping the platform enjoyable for younger users. The update is part of Snapchat’s ongoing effort to combine safety with transparency.
Insight: Family Center improvements promote safer engagement for teens while providing parental oversight.
Demand Gen campaigns and CTV improvements
Google has integrated search data into Demand Gen campaigns and improved connected TV conversion tracking. Advertisers can now better understand intent and optimise campaigns across devices. This helps brands allocate ad spend more efficiently and reach high-value audiences. Improved tracking enhances measurement of cross-platform performance, making campaigns more data-driven and effective.
Insight: Updates give marketers actionable insights, improving targeting, ROI, and cross-device campaign performance.
Gemini AI integration across Google apps
Gemini AI now links with apps like Gmail and Calendar to provide personalized, context-aware responses. Users can benefit from smarter suggestions based on their workflow, emails, and schedules. This improves productivity, helps manage tasks more efficiently, and enhances AI utility across multiple apps. The integration also signals Google’s focus on making AI a central productivity assistant, not just a standalone tool.
Insight: AI integration enhances workflow efficiency and delivers smarter, context-aware assistance to users.
YouTube
Video management on mobile
YouTube has improved mobile video management, adding bulk actions, scheduling, and metadata editing. Mobile-first creators can now handle channel operations without desktop tools, making content management more flexible. This enhances productivity for creators who post frequently or travel often. It also reduces friction for smaller creators who rely primarily on mobile devices. Better management features help maintain consistent publishing schedules and audience engagement.
Insight: Improved mobile management allows creators to work efficiently and maintain consistent content output.
AI twins for Shorts
YouTube has introduced AI-powered avatars, or “AI twins,” for Shorts. Creators can now produce content without recording new footage, speeding up video creation and enabling experimentation with new formats.
This also allows for scalable content production, helping creators meet audience demand. Brands and creators can test ideas rapidly and maintain consistent output across multiple Shorts campaigns. The feature integrates AI directly into content workflows, reflecting YouTube’s push to streamline creation with technology.
Insight: AI twins help creators scale content faster and explore new formats without extra filming.
Search filters and functionality updates
YouTube has refined search filters, improving discoverability by relevance, upload date, and content type. Users can find content faster, while creators gain better visibility for videos that match audience intent. These changes improve content navigation and enhance overall platform experience. Filters help audiences locate educational, entertainment, or trending content more efficiently, supporting engagement metrics and user satisfaction.
Insight: Updated search filters improve content discoverability for viewers and creators alike.
AI-powered job discovery expanded to more languages
LinkedIn now offers AI-driven job discovery in additional languages. Users can describe desired roles naturally, and AI suggests opportunities that match their skills and interests. This helps non-English speakers access more relevant job openings, increasing inclusivity and global accessibility. Recruiters and brands also benefit by reaching a more diverse candidate pool. The update strengthens LinkedIn’s position as a globally accessible professional platform.
Insight: Expanded AI job discovery improves accessibility and connects candidates to better job opportunities worldwide.
