This fortnight, social platforms have introduced India-specific updates that directly impact creators, brands, and everyday users. Meta has expanded AI in WhatsApp and Reels, adding smarter messaging, Hindi translations, and creative tools to boost engagement.
Instagram is testing Reels-first layouts, Friends Map, and new interactive stickers, while YouTube has enhanced Shorts editing, auto-dubbing, and shopping affiliate programs tailored for Indian audiences.Other platforms, including Snapchat, Arattai Messenger, and Opera, are also rolling out features to improve content creation, user retention, and engagement in India. These updates collectively focus on usability, monetisation, and creator-first experiences.
Meta
Instagram DM Management Tools
Instagram has expanded inbox management options in India, now allowing users to filter messages by story replies, unread or unanswered messages, followers, and verified accounts. Users can also create custom folders to organise messages for smoother navigation.
Insight: Brands and creators can now prioritise high-value interactions, respond faster, and manage audience communications more efficiently.
WhatsApp AI Writing Help
WhatsApp’s new AI-powered “Writing Help” suggests improvements to your messages, offering professional, funny, or supportive tones. Messages remain private using Private Processing, ensuring data security. Users can review, edit, or select AI suggestions via a new pencil icon in the composer.
Insight: Helps Indian professionals and creators communicate more effectively, saving time and crafting messages that resonate with their audience.
Meta AI Translations for Reels (Hindi Support)
Meta has added Hindi support to its AI-powered Reels translations. Users can automatically translate Reels into Hindi, with options to toggle translations, review, and publish. Page managers can also upload up to 20 manual dubbed tracks per Reel, giving full control over voice translation.
Insight: Expands content accessibility and engagement for Hindi-speaking audiences, allowing creators to reach a broader Indian user base.
Instagram Reels-First UI (India Testing)
Instagram is testing a new interface in India that opens directly to the Reels feed. The design prioritises short-form videos over other content, reflecting Instagram’s focus on Reels as a primary growth driver.
Insight: Encourages Indian users to consume and engage with short videos, increasing content discovery and watch time.
Instagram Friends Map
The Friends Map feature shows users where their friends are located on a map. Instagram has added privacy safeguards to prevent involuntary location sharing.
Insight: Enhances social interactivity while maintaining safety and privacy, allowing Indian users to see friends’ activity contextually.
Instagram ‘Add Yours’ Sticker & 20-Minute Reels
The new sticker variation allows users to replace video frames with their own takes, fostering collaborative and interactive content creation. Reels length has also been increased from 15 minutes to 20 minutes.
Insight: Provides Indian creators with more creative tools for storytelling, longer content, and interactive participation.
Facebook Reels Friend Bubbles & Time-Limit Removal
Friend Bubbles display friends who liked a Reel, allowing instant chats, while time limits on videos have been removed as all Facebook videos convert to Reels.
Insight: Drives engagement, private interaction, and TikTok-style content consumption in India.
X (formerly Twitter)
Split Between Premium Business & Premium Organizations
X has reorganised its verification structure into Premium Business and Premium Organizations, simplifying verification and brand identity for professional users. Verified brands now get distinct badges, advanced analytics, and expanded control over page management.
Insight: For Indian companies and creators, this shift makes brand credibility and content verification more structured especially useful for SMBs and public figures building professional presence.
YouTube
Shorts AI Editing & Auto-Dubbing
YouTube has rolled out AI-assisted editing for Shorts, enabling creators to generate alternative endings or adjust video sequences easily. Auto-dubbing now allows verified creators to automatically translate content with multilingual voiceovers, which can be reviewed and edited before publishing.
Insight: Offers Indian Shorts creators greater flexibility and automation for reaching multi-lingual audiences, enhancing content quality and engagement.
Snapchat
Infinite Retention, Group Streaks & Memories Storage
New features allow users to maintain streaks with friends indefinitely, personalise group chats, and store Memories beyond 5GB through new storage plans.
Insight: Enhances retention, social interaction, and long-term content storage for Indian Snapchat users.
