Social media platforms continued to sharpen their focus on creator tools, AI-powered experiences, advertising controls and user safety over the past fortnight. From Meta enhancing its video editing app Edits and expanding parental supervision tools, to LinkedIn introducing AI-powered outreach and YouTube testing a cleaner Shorts viewing experience, platforms are increasingly racing to improve both discovery and engagement.
The past two weeks also saw Threads adding new creative features and ad controls, X rolling out creator-focused ad partnerships, and WhatsApp experimenting with more private AI interactions. Here’s a platform-wise roundup of all the major developments across the social media ecosystem.
Meta
New Improvements For Edits
Meta has announced another round of updates for Edits, its video creation app, introducing improved editing tools and workflow enhancements aimed at helping creators streamline content production. The updates are designed to make short-form video creation more intuitive and competitive with rival editing platforms.
It has also added deeper analytics and insight features to Edits, enabling creators to better understand video performance and optimise projects accordingly. The new additions include enhanced engagement tracking and performance breakdowns.
Testing Incognito AI Chats
WhatsApp is experimenting with incognito-style AI chats that would allow users to interact with Meta AI more privately. The feature is aimed at offering users greater control over AI interactions and chat visibility.
Expanded Parental Supervision Tools
Meta has updated Facebook’s parental supervision capabilities with new controls and monitoring options. The changes are intended to give parents more visibility into teen account activity and improve safety features for younger users.
Introduced More Measures To Detect Underage Users
Meta has implemented additional systems to identify underage users across its platforms. The company says the new protocols will help ensure younger users are automatically placed into age-appropriate experiences and protected through stricter safety settings.
Test Captions For Individual Carousel Posts
Instagram is testing a feature that allows users to add separate captions to each image or video within a carousel post. The update could provide creators and brands with more storytelling flexibility and richer context across multi-slide content.
Threads
Expansion of Advanced Ad Placement Controls
Threads has expanded its advanced ad placement controls, giving advertisers more flexibility over where their ads appear within the app. The update is expected to improve brand safety and campaign customisation.
Refreshed Branding
Threads has introduced updates to its branding, including subtle visual refinements aimed at strengthening its identity as it continues to evolve independently within Meta’s ecosystem.
Addition of New Posting Features and Animated Mini Stickers
Threads has rolled out new posting options along with animated mini stickers to make interactions more expressive and engaging. The additions are designed to encourage more creative participation on the platform.
Introduction of Playable Music Stickers
Threads is also testing playable music stickers within posts, allowing users to share and discover music directly in-stream. The feature could help drive more entertainment-led engagement and creator expression.
X
Launch of Creator-Led Ad Partnership Initiative
X has announced a creator-driven advertising partnership program aimed at helping brands collaborate more effectively with creators on the platform. The initiative reflects X’s broader push toward creator monetisation.
Updated History Tab On iOS
X has updated its History tab for iOS users with interface refinements and improved navigation. The changes are intended to make previously viewed content easier to revisit.
YouTube
Expanded Likeness Detection Tools
YouTube is expanding its likeness detection systems to all users above the age of 18. The feature is aimed at helping users identify and manage AI-generated or manipulated content featuring their likeness.
Addition of Chapters and Title Cards for CTV users
YouTube has introduced chapters and title cards for connected TV viewers, enhancing navigation and content discovery for users consuming videos on larger screens.
Testing Clear Screen Viewing for Shorts
YouTube is testing a cleaner viewing interface for Shorts that minimises on-screen distractions. The update is designed to create a more immersive short-form viewing experience.
Experimenting with Updated Feed Navigation
YouTube is also experimenting with revised feed navigation layouts to improve content discovery and make browsing across video categories more seamless.
Introduction of AI-Powered Job Outreach
LinkedIn has launched AI-powered outreach tools aimed at helping recruiters and professionals craft more effective job-related communication. The feature is designed to streamline networking and hiring interactions.
Enabling Consultants To Book Business Directly From Profiles
LinkedIn will now allow consultants to let users book business services directly from their profiles, expanding monetisation and lead-generation opportunities for independent professionals.
Partnership With Amazon Ads
LinkedIn has announced a partnership with Amazon Ads to strengthen B2B advertising capabilities. The collaboration is expected to help marketers improve targeting and campaign performance using shared advertising insights.
