December 6, 2024
Let’s face it, social media is a hot mess right now. Platforms are ditching old features, testing new ones that might flop, and making changes that confuse more than they help. From Instagram scrapping hashtag follows to TikTok strong-arming creators into its shop, the rules are shifting fast.
Here’s what’s changing, why it matters, and how to adapt so your brand stays ahead of the chaos.
Instagram: Hashtags are out, conversations are in
Starting December 13, Instagram is removing the option to follow hashtags (Social Media Today). Why? Spammers have been exploiting this feature to flood feeds with junk. If you’ve been relying on hashtag followers for reach, it’s time to rethink.
The platform is clearly pushing personalised discovery through its algorithm, meaning your content needs to work harder to be seen.
Instagram’s new experiments could actually be useful—if they stick:
- WhatsApp stickers for stories
A no-fuss shortcut for sliding into DMs, ideal for brands wanting to make it easier for customers to ask questions or shop (Meltwater).
- Post preview placement
Finally, a way to avoid ruining your precious grid aesthetic (Plann). If your audience still cares about grid perfection, this might be gold.
- Author prompts
Steering the comments section by framing the conversation at the top (Social Media Today). Clever, but it’ll only work if your audience is genuinely engaged.
Takeaway: Instagram wants deeper, meaningful interactions, not shallow reach.
X: paywalls, bots, and who cares?
Elon Musk has cooked up another experiment—charging new users to post (Social Media Today). Bots are the enemy, we get it, but does this solve the problem or just create new ones?
Imagine being a small brand or startup trying to get traction on X, only to be told to “wait three months” or pay up. For most, that’s game over. Existing users are unaffected (for now), but brands should watch this space.
Frankly, most brands should not be here anyway.
TikTok: The E-commerce takeover
TikTok wants to ban external e-commerce links to force everyone into TikTok Shop (TechCrunch).
It’s a bold move. And a risky one. Creators who rely on Amazon affiliate links or Shopify might jump ship if TikTok becomes too restrictive.
For brands already on TikTok Shop, this is your chance to shine. If this happens, expect a flood of shopping-heavy content. The question is: Will audiences stick around, or will the app lose its entertainment-first edge?
Either way, creators and brands need to start integrating TikTok Shop into their strategy now, just in case.
LinkedIn: making professionals swipe right
LinkedIn is finally embracing a bit of fun (shocking, I know) with in-feed video carousels (Meltwater). It’s the most visual update in years and shows the platform is trying to catch up with the short-form content trend.
For B2B brands, this is a gift. You don’t need TikTok-style dances—just smart, snappy clips that solve problems or spark curiosity. Think:
- 15 seconds of a CEO sharing an industry insight.
- Before-and-after results from using your service.
- A sneak peek at how your team works behind the scenes.
LinkedIn’s video focus is your chance to show your human side.
YouTube: AI Armageddon (but make it polite)
With AI-created content running rampant, YouTube is stepping in to protect creators with tools that detect stolen music and faces, as well as offering controls over how content can be used in AI systems (BannerFlow).
It’s a smart move—creators have been screaming for protection as AI becomes mainstream.
For brands, this is a subtle warning. If you’re dabbling in AI-generated content, be ethical. Missteps here could burn credibility faster than a rogue tweet.
So this week in social
Social platforms are fighting for control. over bots, commerce, algorithms, and even AI.
For brands, the clear message is this: Don’t rely too heavily on any single feature or platform. Diversify your content, and above all, focus on creating value that resonates with your audience.
Got an opinion, or just fancy a rant about these updates? Hit reply—let’s chat.