Insights
Notes on running social for clients.
Guides, playbooks and short videos on approvals, reporting, scheduling and growing a social media business.
Instagram can’t tell who made it either
Instagram won’t cut AI content’s reach just for being AI, and admits ranking makes mistakes. X now credits the original author when a photo is shared. Proving who made it is the creator’s job.
Creator posts became a media line
Meta says partnership ads grew more than 97% in a year and passed a $15bn run rate. Once creator posts sit in the media plan, strangers judge them, not followers.
Launching an ad? 50 conversions a week please, or we waste your money
Meta’s 21 October peak season guide says ad sets under roughly fifty conversions a week cost about 28% more per purchase, by Meta’s own figure. Write the brief, then leave it alone.
Instagram wants today’s Reel
Meta says almost 45% of recommended Instagram Reels are now less than a day old. The recommendation engine reads like a newspaper, not a library.
Your ad has a co-author
Meta and OpenAI now rewrite ads by default, and Meta’s new terms put the risk on the advertiser. Sign-off has to move upstream.
Five seconds, seven times
Meta says five seconds of attention spread across a week beat one continuous five-second view, and it is testing a metric that counts the week. Your first two seconds need to look like you.
YouTube started answering before anyone clicks
YouTube is testing Ask YouTube answers at the top of desktop search, built from timestamped moments inside videos. Your chapters decide which ten seconds get quoted.
Your Part 2 is about to get lost
Instagram is due to remove Reel linking on 28 October, according to an in-app notice, and existing links go too. Every part of a series now has to explain itself to a stranger.
LinkedIn gave your connections their own feed
LinkedIn is testing a feed of only your connections and the accounts you follow. The people who already chose you get a room of their own.
Two platforms started paying you to show up
YouTube and X both started paying creators a set sum for posting on schedule, before anyone knows whether the videos work. Consistency has become something platforms buy.
Views stopped being the argument
YouTube Shopping analytics now show which video sold and which brand partner converts. View counts make a weaker renewal pitch.
You can now argue with the Facebook algorithm
Facebook now asks people why they tapped Not interested and lets them answer in their own words. Your audience is starting to describe your posts.
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