The ability to amplify marketing campaigns, reach wider audiences, and gather real-time insights has made social media a crucial tool in modern marketing strategies. To stay relevant and enhance user experience, social media platforms frequently introduce new features and updates.
The frequency of these updates varies, with some platforms rolling out changes quarterly, while others experiment with weekly enhancements or beta features.
Whether it’s Instagram refining its algorithm, WhatsApp introducing new business messaging tools, or LinkedIn enhancing its networking capabilities, these updates are driven by evolving user behaviour and technological advancements. Platforms focus on optimising engagement, improving security, and enabling brands to transition from being just another name in the market to becoming audience favourites.
Here are some of the most recent updates made by major social media platforms:
Instagram
- Trial Reels Feature: Instagram has also introduced Trial Reels, a feature that allows creators to test new video content with a select audience of non-followers before sharing it widely. This gives creators the opportunity to experiment with different styles, formats, and topics while gathering feedback and measuring performance without immediately impacting their existing followers. By providing a controlled environment for content testing, Instagram aims to help users refine their approach and increase engagement with their audience.
- Testimonials: Instagram creators will soon have access to a new type of partnership ad called Testimonials, which are essentially sponsored comments that appear below an ad on the platform. Influencers simply need to write a short message of endorsement (under 125 characters) that connects to a brand’s campaign or a specific product, then the brand will make sure that it gets displayed as a comment under the corresponding ad.
- New API Solutions for WhatsApp Business Users: Meta has announced the launch of API solutions for WhatsApp Business App users, a feature that allows businesses to use both the WhatsApp Business App and the Cloud API with the same phone number. It can provide one’s clients with a smooth onboarding experience to the platform. It also offers flexibility in managing conversations across both the Business App and the API, facilitating business growth.
Snapchat
- Introduction of Sponsored Chat in India: Snapchat is expanding its monetisation efforts with the launch of Sponsored Chats in India, allowing brands to directly interact with users through promoted conversations. This feature enables businesses to send targeted, AI-driven messages to potential customers, providing personalised recommendations, customer support, and promotions within the chat interface. The feature is expected to help brands boost engagement, drive sales, and create a more interactive customer service experience on the platform. Snapchat’s AI integration ensures that Sponsored Chats feel more natural and conversational, rather than intrusive, making it a more effective marketing tool.
- Creator Connect: Snapchat has introduced Snapchat Creator Connect—a multi-city initiative designed to empower Gen Z and the next generation of digital storytellers. This programme will provide creators with mentorship, growth opportunities, and engagement tools, ensuring they can build sustainable careers on the platform while redefining short-form storytelling. Snapchat will partner with local creator agencies to support regional content creators and fuel the next generation of talent. Further strengthening monetisation opportunities, Snapchat offers global creator-focussed revenue share and rewards programmes, ensuring creators can build sustainable careers while engaging their audiences.
