Social media platforms in India have stepped up innovation, unveiling updates that blend AI, monetisation, and immersive experiences. From WhatsApp’s AI-generated chat themes to YouTube’s Shorts Remix and AI editing tools, creators have gained faster, smarter ways to produce content, while users have experienced more interactive and engaging features.
Meta’s Vibes feed and Snapchat’s enhanced storage and sticker options have deepened user engagement, while Pinterest and X have upgraded advertising and promotion tools for brands.
Instagram’s milestone of 3 billion monthly users highlights the scale of engagement, and Threads has opened DMs to all users, making connections easier than ever. Together, these updates reflect the industry’s drive to make content creation, interaction, and marketing more efficient and rewarding for Indian users.
Meta
Launch of Vibes AI Video Feed
Meta has launched Vibes, an AI-curated short-form video feed designed for personalized content discovery.
Insight: Users have received a more tailored viewing experience, increasing engagement.
Document Sharing and AI-Generated Chat Themes
WhatsApp has expanded document sharing to include APK files and introduced AI-generated chat themes for a more personalized messaging experience.
Insight: Users have gained greater flexibility in content sharing and a more customised interface.
3 Billion Monthly Users Milestone
Instagram has reached 3 billion monthly active users globally, including India.
Insight: The platform continues to expand its reach and influence among users.
YouTube
Shorts Remix Capability
YouTube has rolled out a new Shorts Remix feature, allowing creators to integrate segments from existing Shorts into new videos.
Insight: Creators can produce more dynamic and collaborative short-form content.
AI-Powered Editing Tools in Shorts Create App
YouTube’s Shorts Create app now includes AI editing tools that simplify video creation and enhance production quality.
Insight: Creators have faster and easier ways to produce engaging Shorts content.
Comment Filters for Live Streams
YouTube has added automated comment filters for live streams to reduce spam and inappropriate content.
Insight: Streamers have a safer and more moderated live interaction environment.
Removal of End Screens and Subscribe Button
YouTube has removed end screens and the subscribe button from mobile videos to streamline the viewing experience.
Insight: Users have encountered a cleaner interface and smoother content consumption.
YouTube Premium Lite in India
YouTube has introduced Premium Lite in India at Rs 89 per month, offering ad-free viewing without additional Premium features.
Insight: Users now have an affordable option for an enhanced, ad-free experience.
Snapchat
Paid Memories Storage
Snapchat has introduced paid storage for Memories, allowing users to save more Snaps beyond the free tier.
Insight: Users can now preserve more content and maintain long-term memories.
Bitmoji Stickers and Custom iMessage Emojis
Snapchat has added new Bitmoji stickers and Customoji options for iMessage.
Insight: Users can now share more expressive and personalized stickers across platforms.
‘Top of Search’ Ads & New Advertising Tools
Pinterest has rolled out ‘Top of Search’ ads, which appear at the top of relevant searches, giving brands premium visibility when users are actively looking for inspiration or products. Alongside this, Pinterest has enhanced its advertising tools for better targeting, measurement, and campaign optimisation.
Insight: Advertisers in India can now reach high-intent users more effectively, improve campaign performance, and increase engagement on the platform.
X (formerly Twitter)
AI-Powered Feed
X has introduced an AI-driven feed algorithm that curates content based on user interests, past engagement, and trending topics. Users now see posts that are more relevant to them, while creators benefit from their content reaching the right audience.
Insight: Users enjoy a more personalised experience, and creators and brands gain improved engagement and organic reach.
Paid Boost Feature
X’s new paid Boost feature allows creators, businesses, and users to promote posts to a wider, targeted audience. The tool simplifies post promotion without the need for complex ad campaigns, helping content reach beyond followers.
Insight: Creators and brands can now expand visibility, boost engagement, and drive conversions more efficiently.
Threads
Expanded DM Connection Feature
Threads has expanded its DM functionality, allowing users to message anyone, even without mutual followings.
Insight: Users have gained more flexibility in communication and networking.
