Instagram rewards strategy: Use Reels for discovery, carousels for storytelling, and questions to spark discussion as responsiveness becomes a competitive edge.

YouTube Shorts streamlines the user experience: 2x playback, Clean Screen, and simpler feedback tools could fuel longer sessions and sharpen ad targeting.

After years of uncertainty, TikTok is regaining momentum with efforts in commerce, creators, and entertainment. But rising competition, regulatory pressure, and changing user behavior threaten its next phase of growth.

Meta builds creator cadence: New planner and bulk Reels tools steer creators toward steady, original output at scale.

Total media time is plateauing across Asia-Pacific. But mobile and video are driving digital’s continued gains as traditional media declines.

Meta tops $240 billion in ad revenues: AI-fueled gains and Reels lift revenues as the company cements its pull with marketers.

Instagram pushes into the living room: Long-form CTV plans could pit it head-on with YouTube’s cross-device dominance.

Scheduled Trial Reels let creators time experiments globally, improving influencer campaign performance on Instagram.

Meta's new genAI tools speed production and improve performance, but consumer trust still challenges payoff.

Retailers that broke through the noise in February didn't necessarily spend the most, they just understood the moment better than their competitors. Here are the three winners from this month’s Unofficial Monthly Retailer Awards, according to a recent episode of “Reimagining Retail.”

AWS' new AI tool reformats live broadcasts for TikTok and Reels in seconds, unlocking scalable ad inventory.

Instagram is reportedly expanding Meta's ecosystem with Instants, a Snapchat-style app that would add inventory and reach, reinforcing Meta’s ad dominance.

Reels video views for luxury brands grew 234% in Q2 2025, while TikTok slowed as brands face a shift that necessitates a rebalance in content distribution.

Instagram's explosive EU audience growth compared with Facebook's slowing momentum means advertisers should follow suit.

TikTok is increasing subscription revenue shares for US and Canadian creators, now offering these creators as much as 90% of subscription earnings, per a company announcement. Advertisers should maintain strong partnerships with TikTok creators for their ability to connect with large, engaged audiences, but continue exploring other short-form opportunities in the event that the US-exclusive TikTok app causes an audience exodus or has other unforeseen problems.

Instagram is experimenting with its user interface in India, testing a feature where users open the app directly to a Reels feed instead of the traditional photo-first interface, the company confirmed. The brands that stay competitive in the crowded social media landscape will be those who take advantage of short-form’s potential and build ad strategies tailored to the format.

President Trump signed an executive order Thursday approving a proposal to keep TikTok operational in the US under new leadership. Even with a deal set to keep TikTok operational, the app’s new conservative ownership will likely shape the user experience and could impede future growth.

President Trump delayed TikTok’s ban until December 16 and claimed Rupert Murdoch, Lachlan Murdoch, Michael Dell, Larry Ellison, and Marc Andreessen are among investors preparing to acquire its US operations. The potential buyer group—stacked with conservative media and tech moguls—raises concerns over political bias on a platform where left-leaning influencers currently dominate. For advertisers, TikTok’s massive 116.6 million US user base remains critical, but ownership politics could shift user trust and open the door for rivals.

Instagram is currently testing a picture-in-picture (PiP) viewing option for Reels that will allow users to watch the short-form service outside of the Instagram app. Instagram is reportedly prompting a small number of users to test the option, which includes a toggle for PiP in Instagram’s playback settings. While it’s a late move for Instagram, PiP Reels will extend the platform’s role beyond active scrolling, letting advertisers reach consumers during passive moments, unlocking a critical advantage in a crowded social landscape.

A Precise TV study revealed key habits for younger Gen Z consumers ages 13 to 17—emphasizing that short-form and digital video are leading the way. YouTube Shorts and TikTok ads were major drivers of purchase decisions: 51% of Gen Z boys and 43% of girls made a purchase after watching YouTube Shorts ads, while 44% of boys and 41% of girls purchased after watching a TikTok ad. Gen Z’s digital buying power will only grow, and targeting younger Gen Z consumers will position brands for long-term growth—provided the right strategies are implemented.