In the past two weeks, platforms haven’t just tweaked their algorithms, they’ve kicked open the doors to new rules, new tools, and a whole lot of AI-powered ambition.
Meta is giving third-party platforms a taste of its creator collab magic, Instagram is pushing pro content straight into Google’s search bar, and YouTube’s cracking down on cookie-cutter content. Meanwhile, Google Ads is quietly rewriting how campaigns are structured, and Trial Reels are giving creators a new growth cheat code.
This isn’t just a routine update, it’s a rewire of the digital playbook. Whether you’re in the mood to scale smarter, break a few old habits, or just understand where the scroll is heading next, this roundup’s got you covered.
Scroll on for the drops, the shifts, and the quiet revolutions you don’t want to miss.
Meta
Meta adds new facebook and Instagram management options for third-party platforms
Meta has updated its Marketing API to include new tools aimed at boosting creator monetization. A key addition is the “Recommended Creator Content” feature, which uses AI to suggest organic creator posts likely to perform well as branded content in partnership ads.
This update, previously rolled out in Meta’s Ads Manager in March, is now available to third-party platforms via the API, helping brands identify effective creator collaborators based on audience relevance and content performance.
Instagram expands web visibility for Public Professional Content
Instagram is broadening its reach beyond the app. Starting July 10, 2025, public posts from Business and Creator accounts operated by users over 18 are now appearing in search results on platforms like Google and Bing. This marks a notable shift from Instagram’s long-standing strategy of keeping content discoverable only within its own platform.
Eligible content, such as photos, reels, videos, and carousels posted since January 1, 2020—can now be indexed and shown in search engines, as confirmed through in-app notifications and Help Center updates. However, posts from personal accounts, private profiles, Stories, comments, and DMs remain excluded.
Instagram ‘Trial Reels’ are now available to more creators
IInstagram has launched a new feature called ‘Trial Reels’, allowing creators to test how their videos perform with non-followers before sharing them more widely. First tested in December 2024, the feature is now rolling out globally to eligible users.
With Trial Reels, creators can post videos that are shown only to people who don’t follow them. This helps them get a clearer idea of how well their content connects with a new audience—without feedback being influenced by their existing followers.
Instagram says the feature is aimed at helping creators try out new ideas with more confidence. By testing content in this way, creators can be more creative while reducing the guesswork around what will work.
YouTube clarifies changes to ‘Monetisation Rules’ around inauthentic content
After updating its monetization rules to curb the posting of duplicate content, YouTube has issued further clarification following growing concern among creators. The platform recently rolled out stricter enforcement measures to detect “mass-produced” and repetitious videos more effectively.
As per YouTube, starting July 15, 2025, the guidelines for the YouTube Partner Program (YPP) are being updated to align with evolving definitions of inauthentic content. The platform reiterated that monetization has always required content to be “original” and “authentic,” and the latest update is aimed at refining how such standards are applied.
Google Ads to phase out ad sharing with API v22, shifts focus to asset-based formats
Google is phasing out ad sharing in favor of asset-based formats, requiring advertisers to create unique ads per ad group.
Google Ads will deprecate its ad sharing feature with the release of API v22, starting mid-October. This change will block the creation of shared ads, those reused across multiple ad groups, and phase them out completely next year.
The move marks a significant shift for developers and advertisers managing large-scale campaigns via the API. With ad sharing removed, advertisers must adapt workflows and reporting processes, and transition to asset-based ad formats like Responsive Search Ads to ensure continued performance and platform compatibility.
